Definition
Promotional Text is a 170-character text field on the Apple App Store that appears at the top of the app's Full Description on the product page. Its key feature is that it can be edited at any time without submitting a new app version — the only metadata field on iOS with this flexibility. However, Promotional Text is NOT indexed for search — it serves purely as a conversion optimization tool.
How It Works
- Limit: 170 characters
- Platform: Apple App Store only
- Indexed for search: NO — keywords in promotional text have zero impact on rankings
- Visible location: Top of the description area on the product page
- Update frequency: Unlimited, no app review required
- Purpose: Persuasion, time-sensitive messaging, seasonal promotions
Why it's not indexed: Apple intentionally excludes promotional text from search indexing to prevent developers from continuously changing keywords without going through the app review process. This keeps the search index stable while giving developers a conversion-focused tool.
Strategic value:
Because it can be updated instantly, promotional text is ideal for:
- Seasonal promotions ("Summer Sale — 50% off Premium!")
- Event tie-ins ("Watch Party for the Super Bowl — Live Chat!")
- New feature highlights ("NEW: AI-powered photo enhancement")
- Social proof updates ("Just passed 10 million downloads!")
- Temporary campaigns aligned with marketing pushes
Platform Equivalents
| Platform | Equivalent | Indexed? | Update Without Review? |
|---|---|---|---|
| Apple | Promotional Text (170 chars) | No | Yes |
| Google Play | No direct equivalent | N/A | N/A |
| Amazon | No direct equivalent | N/A | N/A |
Google Play's metadata can all be updated without app review, so there's no need for a separate "instantly editable" field.
Best Practices
- Use for time-sensitive messaging — the instant-update capability is the unique advantage. Keep it current with your latest promotion or feature.
- Don't waste on evergreen copy — the description already handles permanent messaging. Use promotional text for what's new or temporary.
- Can increase CVR by up to 25% — a compelling promotional message at the top of the description can significantly boost conversion for users who scroll to the description.
- Don't try to game search — keywords here won't help rankings. Focus 100% on conversion language.
- Coordinate with marketing campaigns — update promotional text to align with ad campaigns, press releases, or app events.
- Rotate regularly — stale promotional text loses impact. Refresh monthly at minimum.
Dependencies
Influences (this term affects)
- Conversion Rate — compelling promo text improves on-page conversion
- Full Description — appears above the description, framing user perception
Depends On (affected by)
- App Store Connect — edited through ASC
- Seasonal Trends — drives content timing strategy
- In-App Events — should be coordinated with event messaging
Related Terms
- Full Description
- wiki:whats-new
- App Store Connect
- Conversion Rate Optimization (CRO)
- Metadata Optimization