Late last year, Apple announced that it was expanding search ads in the App Store beyond a single promoted placement at the top of results. Instead, a developer who pays for search promotion in the App Store can now display their apps lower in the search results list, mixed in with the regular stream of organic results.
Apple has now confirmed that this will take effect from March 3, starting in the UK and Japan, with a launch in all Apple advertising markets later this month.
App Store search results with multiple ad placements will be available on iPhone running iOS 16.2 and iPad running 26.2 and later.
As an advertiser, you don’t have to do anything special to get lower in the search results. Apple will begin automatically displaying App Store search-targeted advertising campaigns in more places in the search results list, and will no longer be limited to the first position for a given search query. In fact, advertisers unable to offer for a specific location; Apple’s algorithm chooses the placement.
In addition to search results, ads will continue to appear on the Today tab, at the bottom of the app’s product pages, and in the suggested list on the Search tab that appears before a user enters a query.
The App Store’s search advertising program accounts for a large percentage of Apple’s growing advertising division, and analysts estimate spending by participating advertisers at several billion dollars a year.
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