苹果App Store搜索结果将新增更多广告位，明年上线

IT之家12-18

IT之家 12 月 18 日消息，苹果公司正在增加 App Store 搜索结果中展示的广告数量。该公司今日在其苹果广告（Apple Ads）官网的更新公告中详细说明，为“增加搜索结果中的广告投放机会”，将于明年起新增更多广告位。目前，App Store 搜索结果页面顶部仅设有一个广告位。例如，当你搜索“Facebook”时，搜索结果顶部可能会出现 TikTok 的广告。出现这种情况的原因是，...

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Ads）官网的更新公告中详细说明，为“增加搜索结果中的广告投放机会”，将于明年起新增更多广告位。目前，App Store 搜索结果页面顶部仅设有一个广告位。例如，当你搜索“Facebook”时，搜索结果顶部可能会出现 TikTok 的广告。出现这种情况的原因是，TikTok 针对这类特定搜索关键词进行了定向投放，并且在该广告位的竞价中胜出。苹果在今日的公告中表示，将在 App Store 的“各类搜索关键词结果页中增设更多广告位”。这些新增的广告位会展示在 App Store 搜索结果页面更靠后的位置。苹果公司称：搜索是大多数用户在 App Store 中查找并下载应用的主要方式，近 65% 的应用下载行为都发生在用户搜索之后。为帮助广告主获得更多通过搜索结果推动应用下载的机会，苹果广告将在各类搜索关键词结果页中增设广告位。广告主无需对现有广告活动进行任何调整，即可自动获得新增广告位的投放资格。你的广告既可能出现在现有的搜索结果顶部广告位，也可能展示在新增的靠后广告位中。据IT之家了解，广告主和开发者无法自主选择或竞价特定的广告位置。广告最终展示在哪个可用广告位，将取决于多项因素，包括广告主的出价金额，以及该出价在竞价中的排名情况。此外，即便是同一广告活动，其广告展示的位置也可能会有所不同。对于广告主和开发者而言，计费方式仍沿用按点击付费或按安装付费的模式。当这些全新广告位于 2026 年正式上线后，现有的搜索广告活动将自动获得在新广告位投放的资格。苹果公司解释称，无论广告展示在哪个位置，广告格式均保持一致：所有广告位的展示格式完全相同，均会使用默认产品页面或自定义产品页面，并可选择性添加深度链接。计费方式也将沿用你所选择的定价模式，即按点击付费或按安装付费。苹果公司表示，App Store 每周的访问用户量超过 8 亿人次，且有超过 85% 的用户在最近一次访问期间至少下载了一款应用。该公司还进一步强调，目前搜索结果顶部广告位的转化率高达 60%，同时近 65% 的应用下载行为都直接产生于用户搜索之后。这些新增广告位将于 2026 年正式向广告主开放，且仅支持 iOS 26.2 及更高版本、iPadOS 26.2 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