Apple will increase the number of ads shown in App Store search results, adding new placements below the current top sponsored listing. Existing search campaigns will be auto-eligible for the extra slots, while placement will remain determined by Apple’s auction and relevance signals.
More ads in search aim to create inventory where most downloads originate: Apple says nearly two thirds of App Store installs follow a user search. The ad format, product page options, deep links, and billing models (cost-per-tap or cost-per-install) remain unchanged. The rollout targets devices running iOS and iPadOS 26.2 or later and is expected to begin in 2026.
What the change delivers
Additional placements in search
New sponsored slots will appear further down search results in addition to the single top sponsored listing that currently exists. The goal is to expand inventory within the search surface, which Apple identifies as the primary discovery channel.
No manual position selection
Advertisers will not be able to select or bid for specific positions. Apple’s auction system will assign placement based on bid amounts and an app’s relevance to the query, so the same campaign can surface in different positions across searches.
Advertiser and developer implications
Campaign eligibility and creative formats
Existing search ad campaigns will automatically be eligible for the new placements without campaign edits. Ads will continue to point to a default or custom product page, with optional deep links to in-app destinations. Billing models remain cost-per-tap or cost-per-install depending on setup.
Strategic and measurement considerations
More sponsored slots may change click distribution and competitive dynamics for high-volume keywords. Advertisers and ASO teams will need updated measurement to separate paid placement effects from organic discovery, and to monitor CPC, CPI and post-install quality across positions.
Auction mechanics and relevance
Auction remains primary determinant
Placement will continue to depend on Apple’s auction algorithm that balances bid and relevance. This preserves the existing bid/relevance trade-off while increasing the number of available impressions within search.
Relevance signals and optimization
Relevance to the search query remains a key factor. Product page metadata, app relevance, and keyword targeting will retain influence on auction outcomes and should be integrated into optimization plans.
Rollout timing and scope
Device and OS requirements
The expanded placements are slated to roll out beginning in 2026 for devices running iOS and iPadOS 26.2 or later.
Scale and reach
Apple frames the update as part of scaling App Store search advertising across hundreds of millions of weekly visitors, increasing the ad footprint on the primary discovery surface.
Editor’s Comments
The change signals a shift toward greater monetization of App Store search while maintaining the auction-and-relevance framework. For marketers and developers, primary actions should include:
- updating measurement frameworks to isolate position effects;
- testing creative and custom product pages across expected positions;
- and reevaluating keyword budgets to manage CPC and CPI risk.
Over time, increased supply could push down average top-slot prices but raise competition on secondary placements, making incremental testing and cohort-based LTV analysis essential. Expect stronger emphasis on product page relevance and post-install metrics as gates for profitable scale.
FAQs to explore:
- How will additional ads in App Store search results affect keyword priority and organic rankings?
- How can marketers separate paid impact from organic traffic in multi-position search ads?
- Should metadata and custom product pages be adjusted to protect organic CTR in Apple’s ad auction?
- How can keyword install strategies balance paid growth and natural traffic?
For detailed insights, check out our latest article where we explore practical ASO strategies, keyword prioritization, and measurement approaches in the context of Apple’s App Store search results changes. 👉 FAQs on App Store Search Results Ads Expansion - ASO Tips for Developers
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