Apple Expands Ad Slots in App Store Search Results
▼ Summary
– Apple is expanding App Store search ads to show multiple ad placements per search query, starting with the UK and Japan in March before a global rollout.
– Advertisers cannot choose or bid for specific placements; Apple automatically makes existing campaigns eligible and decides ad positions based on relevance and bid.
– The expansion increases opportunities for app installs but also raises competition for high-intent searches, which may drive up advertising costs.
– Ad formats, pricing (cost-per-tap or cost-per-install), and matching via keywords remain unchanged, with relevance being a mandatory factor for ad entry.
– Advertisers should closely monitor performance metrics like query alignment and conversion rates as the new ad slots change App Store search competition.
Apple is introducing a significant expansion of its advertising inventory within the App Store, offering marketers more avenues to connect with users actively searching for new applications. This move provides additional opportunities to capture high-intent traffic at a critical moment in the user journey. The rollout begins in the UK and Japan on March 3rd, with a global expansion to all Apple Ads markets expected by the end of the month.
This change means more chances to secure app installs, but it also increases competition for the same valuable search queries, which could potentially drive up advertising costs. Advertisers will not have control over specific ad placements, making performance highly dependent on position. Consequently, the importance of creative relevance, precise keyword strategy, and robust conversion tracking is now greater than ever.
Previously, App Store search results displayed only one sponsored listing at the very top of the page. The new system will introduce multiple ad slots for a single search. These will include the existing premier position alongside new placements further down the search results page. The update will be supported on devices running iOS and iPadOS 26.2 and later versions.
Accessing this new inventory requires no action from advertisers. Any current search results campaign will automatically become eligible to appear in all available ad positions. However, a key limitation remains: advertisers cannot select or place separate bids for specific slots. Apple’s system will determine the final placement of any given ad within the search results.
The ad formats and pricing models are not changing with this expansion. Ads will maintain their familiar appearance, utilizing either a default product page or a custom product page. Optional deep links that direct users to specific in-app locations will continue to be supported. Billing will also stay the same, operating on a cost-per-tap or cost-per-install basis.
The matching of ads to user searches continues to rely on keywords, which advertisers can choose manually or accept from Apple’s suggestions. Apple reports that its relevance-based matching system achieves an average conversion rate exceeding 60% for ads in the top search position. Final ad placement is determined by a combination of bid amount and relevance score, with relevance being a non-negotiable gatekeeper. According to Apple, ads that are not a strong match for a user’s query will not enter the auction, regardless of how high the bid may be.
For advertisers, the primary focus should be on vigilant performance monitoring. The influx of new ad slots creates more opportunity but also intensifies competition on a single results page. It will be crucial to track performance metrics by search query, assess how well creatives align with user intent, and monitor conversion rates closely as this update rolls out worldwide.
The phased global rollout will continue throughout March. For app marketers, this expansion signifies a meaningful shift in the dynamics of App Store search visibility, altering how brands compete for attention in one of the world’s most important digital marketplaces.
(Source: Search Engine Land)
