2026年苹果将在搜索结果中增加更多广告，以增加机会。

2026年苹果将在搜索结果中增加更多广告，以增加机会。
2026 Apple introducing more ads to increase opportunity in search results

原始链接: https://ads.apple.com/app-store/help/ad-placements/0082-search-results

Apple Search Ads 将于 2026 年扩展，为广告商在 App Store 搜索结果中提供更高的曝光率——几乎 65% 的应用下载都源自此处。目前广告显示在搜索结果的顶部，现在也将出现在结果页面的更下方。现有广告系列将自动符合新展示位置的条件，无需更改。广告将保持相同的形式（使用产品页面和可选的深度链接），计费方式也相同（按点击或安装付费）。 Apple Ads 利用关键词——由广告商选择或由 Apple 建议——将广告与相关的用户搜索匹配，顶级广告的转化率超过 60%。广告展示位置并非仅基于竞价；**与搜索查询的相关性至关重要**。Apple 优先向用户展示与搜索真正相关的应用，即使竞价更高，也能确保积极的用户体验。

Reach users the moment they’re searching for apps
to download

Search results ads help customers discover your app right when they’re searching for apps to download. When a user searches on the App Store, your ad can appear at the top of their search results. And starting in 2026, we’ll be introducing more ads to increase opportunity in search results.

Available in 2026: Additional opportunities in
search results

Search is the way most people find and download apps on the App Store, with nearly 65 percent of downloads happening directly after a search. 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 in order to be eligible for any new positions. Your ad will run in either the existing position — at the top of search results — or further down in search results. If you have a search results campaign running, your ad will be automatically eligible for all available positions, but you can’t select or bid for a particular one.

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.

How ads are matched to
search queries

To match your ad to relevant searches, search results campaigns use keywords. You can either choose your own keywords or use the ones we suggest. Our intelligent technology matches the user’s search term with the app being promoted, delivering more than a 60 percent average conversion rate for ads at the top of search results.

Whether a search results ad displays over other advertisers bidding on that 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 — regardless of how much you may be willing to pay. Apple Ads considers both relevance and bids, and doesn’t put apps into auctions if they’re not a good match.