Apple Expands App Store Search Ads: Multiple Ad Placements Coming in March
Apple is set to enhance its App Store advertising strategy by introducing multiple ad placements within search results, starting March 3, 2026. This initiative will commence in the United Kingdom and Japan, with plans to extend to all Apple Ads markets by the end of the month. The update will be available on iPhones running iOS 16.2 and iPads with iPadOS 26.2 or later.
Traditionally, the App Store featured a single ad at the top of search results. With this expansion, ads will also appear further down the search results, interspersed among organic listings. This change aims to provide developers with increased visibility and more opportunities to promote their apps.
For advertisers, this means that existing campaigns targeting App Store search will automatically be eligible for these additional placements. Apple’s algorithm will determine the positioning of ads based on factors such as bid amounts and relevance, without the option for advertisers to bid for specific spots. This approach ensures a dynamic and fair distribution of ad placements.
In addition to search results, ads will continue to appear in other areas of the App Store, including the Today tab, at the bottom of app product pages, and in the suggested list within the Search tab before a user enters a query. These diverse placements offer developers multiple touchpoints to reach potential users.
The App Store’s search ads program has become a significant component of Apple’s growing advertising division within its Services unit. Analysts estimate that advertiser spending in this program amounts to several billion dollars annually, highlighting its importance in the app promotion ecosystem.
This expansion reflects Apple’s commitment to providing developers with robust tools to enhance app discoverability and user engagement. By integrating multiple ad placements within search results, Apple aims to create a more dynamic and effective advertising environment that benefits both developers and users.
