Reach users when they’re searching for apps
to download
Search results ads help customers find your app right when they’re searching for apps to download. When a user searches on the App Store, your ad may appear at the top of their search results. And starting in 2026, we will introduce more ads to increase opportunities in search results.
Available in 2026: Additional Opportunities
search results
Search is the way most people find and download apps on the App Store, with about 65 percent of downloads occurring directly after search. To help give advertisers more opportunities to drive downloads from search results, Apple Ads will serve additional ads in search queries. You do not need to change your campaign to be eligible for any new designation. Your ad will either run in the current position – at the top of the search results – or at the bottom of the search results. If you have a search results campaign running, your ad will automatically be eligible for all available positions, but you can’t select or bid for a particular position.
The ad format will be the same in either case, using either the default product page or a custom product page and an optional deep link. You will be billed as usual based on your pricing model: cost per tap or cost per install.
How ads are matched
search query
Search results campaigns use keywords to match your ad to relevant searches. You can either choose your own keywords or use the keywords we suggest. Our intelligent technology matches a user’s search terms to the app being promoted, resulting in an average conversion rate of over 60 percent for ads at the top of search results.
Whether a search results ad appears over other advertisers bidding on the same query is determined by a combination of factors, including your app’s relevance to the search query and the amount of your keyword bid. If your app isn’t relevant to what the user is searching for, it won’t be displayed – no matter how much you’re willing to pay. Apple Ads considers both relevance and bids, and doesn’t put apps into the auction if they aren’t a good match.
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