Earlier in 2026, Apple Ads announced two changes affecting how advertisers manage search results campaigns: <\/span>additional ad placements further down the search results page<\/b> and <\/span>Maximize Conversions, an automated bidding strategy built around a target CPA<\/b>.<\/span><\/p>\n Together, these updates expand the opportunities available within search results while changing how campaigns can identify relevant queries and make bidding decisions. But they address different parts of the strategy. <\/span>Additional placements<\/b> broaden the available opportunities for ads to appear in search results, while <\/span>Maximize Conversions <\/b>automates query matching and bidding toward an average acquisition-cost goal.<\/span><\/p>\n Apple Ads search results campaigns can now show ads either at the top of search results or further down the page. This is an inventory expansion within the existing search results campaign structure, not a new campaign type or a separately targetable placement.<\/span> Apple Ads search results documentation<\/span><\/a> confirms that advertisers cannot select or <\/span>bid<\/span><\/a> for a particular ad position.<\/span><\/p>\n That matters because search remains one of the clearest expressions of App Store intent. More available positions can create more opportunities to appear when a user is actively looking for an app. But additional <\/span>ad inventory<\/span><\/a> does not mean every app is eligible for every query.<\/span><\/p>\n Relevance still comes first. Apple Ads considers both an app\u2019s relevance to the <\/span>search query<\/span><\/a> and the advertiser\u2019s bid. If an app is not a good match for what the user is searching for, increasing the bid alone will not make it eligible. Although Apple Ads eligibility and organic ranking are separate systems, both benefit from clear <\/span>metadata<\/span><\/a>, relevant search-term alignment, and a product page that accurately represents the app. For the organic side of this equation, our breakdown of <\/span>App Store ranking factors<\/b><\/a> explains the signals that can influence an app\u2019s visibility in search results.<\/span><\/p>\n The practical implication is straightforward: teams should optimize for relevant coverage, not try to \u201cbuy\u201d a placement. That means reviewing:<\/span><\/p>\n For a deeper look at the different ad positions, see our article on <\/span>Apple Ads is expanding search results inventory on the App Store<\/span><\/a>.<\/span><\/p>\n Maximize Conversions is Apple Ads\u2019 automated strategy for post-launch search results campaigns. It automatically sets bids and Search Match to identify relevant search queries and set bids based on the likelihood of generating installs.<\/span><\/p>\n Instead of manually setting a max CPT bid for every keyword, advertisers guide the campaign through two primary inputs: target CPA and daily budget.<\/span><\/p>\n Apple Ads uses real-time signals to determine an optimal bid for each relevant search query. This can help teams capture opportunities that would be difficult to identify or manage manually, particularly across broader or fast-changing search demand.<\/span><\/p>\n Search Match is central to this approach. It allows Apple Ads to match an ad to relevant queries without requiring advertisers to build and actively bid on every possible keyword. That does not mean advertisers give up all strategic control: campaign structure, alignment with the product page, negative keywords where appropriate, target CPA, and budget still shape the quality and scale of the campaign.<\/span><\/p>\n Target CPA is a target, not a cap.<\/b> Apple Ads recommends setting a daily budget that can support at least five conversions per day and allowing <\/span>Maximize Conversions campaigns to run for at least two weeks<\/b> before evaluating their impact. A campaign with too little budget or too little conversion volume may not have enough signal to learn reliably.<\/span><\/p>\n For setup details and practical optimization guidance, read MobileAction\u2019s <\/span>article on Maximize Conversions<\/span><\/a>.<\/span><\/p>\n Additional placements and Maximize Conversions should be planned together because both affect the total opportunity set in search results. But they are not interchangeable.<\/span><\/p>\nKey takeaways<\/span><\/h2>\n
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<\/a><\/p>\nWhat has changed in App Store search results?<\/span><\/h2>\n
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What Maximize Conversions changes<\/span><\/h2>\n
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<\/b>Apple Ads aims to drive downloads at the target CPA on a weekly basis. Daily CPA may land above or below that target, especially during learning or when auction conditions change.<\/span><\/p>\n![](\"https:\/\/www.mobileaction.co\/wp-content\/uploads\/image5-6.png\")
<\/p>\nWhy additional placements and Maximize Conversions need one operating model<\/span><\/h2>\n
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