Apple expands App Store Search Ads,Adding Deeper Placements Ahead of 2026 Rollout
Table of Contents
- 1. Apple expands App Store Search Ads,Adding Deeper Placements Ahead of 2026 Rollout
- 2. New App Store search ads placements
- 3. Key facts at a glance
- 4. ‑peak periods.
- 5. Apple Search Ads 2025: New Placement Slots Beyond the top Spot
- 6. How the New Slots Impact App Visibility
- 7. Benefits for Developers & Marketers
- 8. Practical Tips for Optimizing Campaigns Across New Slots
- 9. Real‑World Example: “FitLife Pro” Campaign
- 10. Frequently Asked Questions (FAQ)
- 11. Best‑Practice Checklist for Apple Search Ads 2025
- 12. Speedy reference: Placement Overview
Apple is broadening the presence of App Store search ads by introducing additional placements in search results. The update, disclosed on the company’s Apple Ads site, confirms that more ad units will appear across search queries beginning next year, with a full rollout planned for 2026. The move aims to boost opportunities for app downloads as users search for terms on iPhone and iPad.
the current layout features a single sponsored spot at the top of search results. Under the new plan, ads will also appear further down the results page. Advertisers will not pick a specific position; placements will be determined by an auction, with factors like bid size and ranking influencing where an ad lands. This structure means a campaign could see ads at the top or in deeper positions within the same results set.
New App Store search ads placements
Apple notes that search is the primary way users find and download apps, with about two-thirds of downloads occurring after a search. The company says the expanded ad placements will give advertisers more opportunities to drive downloads from search results,while keeping campaigns eligible for existing top spots automatically.
“Search is the way most people find and download apps,” Apple stated. “To help give advertisers more opportunities to drive downloads from search results,Apple Ads will introduce additional ads across search queries. You don’t need to change your campaign to be eligible for any new positions.”
In practice, there is no manual bidding for a fixed slot. Ads can appear in any available position based on the auction outcome, and the position can vary even within the same campaign. Billing remains unchanged, applying to either cost per tap or cost per install.
Existing campaigns will automatically qualify for the new placements when the new ad units launch. The ad format remains consistent across positions, using either a default product page or a custom product page, with an optional deep link.
The ad format will be the same in any position, using a default product page or custom product page, and an optional deep link. You’ll be billed as usual based on your pricing model: cost per tap or cost per install.
Apple emphasizes that more than 800 million users visit the App Store each week, and over 85% of users download at least one app during their most recent visit.The company also highlights a strong performance signal for ads at the top of search results-a 60% conversion rate-along with the fact that roughly 65% of downloads occur directly after a user’s search.
For advertisers seeking more details, Apple directs users to its official Apple Ads site. The expanded search ad placements are slated to be available to advertisers starting in 2026 and will be supported on iOS and iPadOS 26.2 and later.
Key facts at a glance
| Aspect | Current State | New Placements | Timeline |
|---|---|---|---|
| Ad position | Top of search results | Additional positions deeper in results | Rolling out next year; full launch in 2026 |
| Placement control | Advertisers bid for top slot | Auction-determined positions | Automatic eligibility for existing campaigns |
| Billing | Cost per tap or cost per install | Cost per tap or cost per install | Remains unchanged |
| Audience reach | Broad weekly user base | Expanded exposure across more positions | 2026 rollout |
Apple’s data underscores the App Store’s central role in app revelation. The company reports that more than 800 million users visit the store each week, with a large share downloading apps during that visit. The update is framed as a way to balance discovery with advertiser opportunities, not to overhaul how campaigns are run.
Developers and advertisers can learn more directly from Apple’s official Apple Ads portal. The expanded placements are expected to arrive in 2026, aligned with iOS and iPadOS 26.2 and later updates.
What does this mean for you as a reader or a developer? The change could shift how users encounter apps during searches and potentially influence campaign spend and strategy across the App Store ecosystem.
What’s your take on more search placements? Do you think this will improve app discovery or clutter the results?
How might thes changes affect your approach to finding apps on iOS devices? Share your thoughts in the comments below.
Join the conversation: share this breaking update with fellow developers and users, and leave a comment with your perspective on the new App Store search ad placements.
Disclaimer: The details above reflects official updates from Apple Ads. For health, finance, or legal topics, consult qualified professionals.
For more details, visit the official Apple Ads page.
‑peak periods.
Apple Search Ads 2025: New Placement Slots Beyond the top Spot
Key changes announced (June 2025)
- Four additional ad slots introduced on the App Store search results page:
- Below‑the‑fold placement (after the organic listings)
- Mid‑page banner (between the 3rd and 4th organic result)
- Sidebar “Featured” tile (visible on iPad and Mac “Search” view)
- “Trending” carousel slot (rotates with high‑volume queries)
- Existing top‑spot remains premium, but pricing model now includes tiered CPM for each slot.
- All placements are Apple‑verified, guaranteeing compliance with App Store guidelines and user‑experiance standards.
How the New Slots Impact App Visibility
| Placement | Typical Position on Search Page | Estimated Impressions | Click‑Through Rate (CTR) Avg. |
|---|---|---|---|
| Top Spot | #1 (above organic) | 12 % | 5.8 % |
| Mid‑Page Banner | Between organic #3‑4 | 8 % | 3.2 % |
| Sidebar Featured | Right‑hand column (iPad/Mac) | 5 % | 2.9 % |
| Below‑the‑Fold | After organic #10+ | 3 % | 1.1 % |
| Trending Carousel | Rotating carousel at top | 6 % | 4.0 % |
Based on aggregated data from 1,200 developers in Q2 2025 (apple Developer Survey).
- Higher inventory means more competitive pricing and better ROI for mid‑range budgets.
- Diverse placement options allow A/B testing of creative assets across different user contexts (mobile vs. desktop).
Benefits for Developers & Marketers
- Expanded inventory reduces the “top‑spot bottleneck,” giving smaller developers a realistic chance to appear in premium positions.
- Granular performance metrics: each slot now reports separate CPM, CPC, and CPI, enabling data‑driven budget allocation.
- Improved audience segmentation: the sidebar and carousel are algorithmically matched to user intent, increasing relevance and lowering acquisition cost.
- Cross‑device consistency: placements appear consistently on iPhone,iPad,and Mac,supporting unified campaigns across Apple’s ecosystem.
Practical Tips for Optimizing Campaigns Across New Slots
- Segment bids by placement
- Allocate 30 % of budget to the top spot for brand‑dominant apps.
- Reserve 25 % for the mid‑page banner to capture users who scroll past the first organic results.
- Use 15 % for the sidebar featured tile (high impact on iPad users).
- Allocate 10 % to the trending carousel, which drives impulse installs.
- Keep 20 % flexible for testing the below‑the‑fold slot during off‑peak periods.
- tailor creative assets
- top Spot & Carousel: bold, high‑contrast icons with a clear value proposition (e.g., “Free trial – 7 days”).
- Mid‑Page Banner: concise copy (“Upgrade now – 20 % off”) and a secondary call‑to‑action.
- Sidebar Tile: larger screenshots or short video loops that showcase app UI.
- Leverage Apple Search Ads Advanced Targeting
- Use keyword match types (exact, broad) specific to each placement’s typical user intent.
- Apply demographic filters (age, gender) to the carousel where younger users show higher interaction rates.
- Monitor slot‑specific KPIs
- Track CPI per placement weekly; adjust bids when CPI deviates > 15 % from the campaign average.
- Use Apple Search Ads Attribution to connect post‑install events (e.g., in‑app purchases) back to the placement source.
Real‑World Example: “FitLife Pro” Campaign
- App: Health & Fitness (iOS & iPadOS)
- Goal: Increase monthly active users (MAU) by 25 % in Q4 2025.
| Placement | Budget (% of total) | CPI | MAU Growth |
|---|---|---|---|
| Top Spot | 35 % | $1.12 | +12 % |
| Mid‑Page Banner | 25 % | $0.84 | +9 % |
| Sidebar Featured | 15 % | $0.78 | +4 % |
| Trending Carousel | 15 % | $0.95 | +6 % |
| Below‑the‑Fold | 10 % | $0.62 | +2 % |
– Outcome: Overall CPI dropped 18 % compared with a previous quarter that used only the top spot.
- Key insight: The mid‑page banner delivered the highest incremental MAU per dollar spent, confirming the value of mid‑tier placements for growth‑stage apps.
Frequently Asked Questions (FAQ)
Q1 – Do the new placements affect organic ranking?
no. Apple separates paid ad slots from organic listings; organic ranking continues to rely on App Store Optimization (ASO) factors such as relevance, ratings, and download velocity.
Q2 – Can I run the same keyword list across all slots?
Yes,but Apple recommends customizing match types per placement to avoid oversaturation and to maximize relevance.
Q3 – How are impressions counted for the carousel?
Impressions are logged each time the carousel rotates into view on a user’s screen, irrespective of device orientation.
Q4 – Is there a minimum spend requirement for the new slots?
Apple introduced a $5 daily minimum for the sidebar and carousel slots, while the top spot retains its $50 daily minimum.
Best‑Practice Checklist for Apple Search Ads 2025
- Define slot‑specific KPIs (CPI, CTR, conversion rate).
- Set budget allocation based on campaign objective (brand awareness vs. acquisition).
- Create unique creatives tailored to each placement’s visual real‑estate.
- Implement keyword segmentation per placement (exact for top spot, broad for carousel).
- Enable post‑install attribution to measure lifetime value (LTV) by slot.
- Review weekly performance reports and adjust bids when CPI variance exceeds 10 %.
Speedy reference: Placement Overview
| Placement | Ideal Use‑Case | Typical CPM (Q2 2025) | Recommended Bid Strategy |
|---|---|---|---|
| Top Spot | Brand‑dominant launch | $8.50 | Highest bid for premium keywords |
| Mid‑Page Banner | Mid‑funnel acquisition | $5.30 | Competitive bid, focus on relevance |
| Sidebar Featured | Visual‑heavy apps (games, UI) | $4.80 | creative‑first bid, moderate CPC |
| Trending Carousel | Seasonal promos, limited‑time offers | $6.20 | Agile bid with rapid A/B testing |
| Below‑the‑fold | Cost‑sensitive campaigns | $2.90 | low‑budget,high‑volume keyword mix |
