In this week’s pay per click Pulse: updates include an inventory growth for Apple Ads, and Google verifies that Specific match search phrases are not qualified to serve for Ads in AI Overviews.

Apple announced added advertisement positionings coming to Application Store search results in very early 2026

Google verified that specific suit key words can not offer in AI Overviews, even when the same wide suit key words exist in an account.

Both updates enhance a recurring change. Look supply is growing across new surfaces, but the degree of control marketers once count on is transforming.

Keep reading for even more information and why they matter for marketers.

Apple Browse Advertisements Will Add New Browse Placements In 2026

Apple formally announced that it will certainly present extra advertisements within App Shop Search Engine Result starting in 2026 Today, marketers can appear only in the top setting. Beginning following year, ads will likewise reveal additionally down the results page throughout more questions, increasing overall offered supply.

In its e-mail news, Apple shared a number of supporting data points in its news:

• Virtually 65 % of Application Shop downloads occur directly after a search.
• The App Shop sees 800 million weekly visitors
• Greater than 85 % of visitors download and install at least one application during their check out.
• Present Search results page ads see 60 % or greater conversion rates on top of outcomes.

Per the announcement, advertisers will certainly not require to adjust projects to receive the brand-new positionings. Apple noted that ads will certainly be instantly eligible and can not be targeted or bid independently by setting. The format and payment model will stay the very same.

Expanding On An Already Huge Year For Apple

Apple has actually consistently presented upgrades and developments throughout 2025, consisting of:

• Customized Item Web page growth (March 2025: Apple broadened testing capabilities by permitting more CPP variations tied to particular search phrases, boosting message placement.
• Reporting enhancements (June 2025: Apple presented clearer diagnostics around impact share, keyword performance, and CPP influence. These updates made it easier to identify friction points in search campaigns.
• Innovative improvements for Today Tab and Look Tab (August 2025: Apple improved aesthetic uniformity and added support for higher-funnel trial and error, meaning broader growth across App Store surface areas.

These updates all factor towards an extra robust Apple Advertisements marketing system, making the 2026 supply growth feel like an all-natural development.

Why This Matters For Marketers

More positionings signal greater reach, but likewise extra variability. Top-position efficiency is not likely to change, but added positionings may bring brand-new web traffic patterns as even more individuals scroll past the initial outcome.

Advertisers must anticipate step-by-step installs coupled with somewhat wider efficiency swings.

This likewise suggests that metadata, item web page top quality, and CPP method will influence efficiency greater than before, considering that every positioning will rely on the same imaginative structure.

Read More: A Comprehensive Overview To Apple Look Ads

Google Validates Specific Match Keywords Not Qualified For AI Overviews

A couple of questions came in to Google Advertisements Intermediary, Ginny Marvin, today on X (Twitter) pertaining to the eligibility of exact suit search phrases for ads in AI Overviews.

Marvin verified via a thread on X (Twitter) that exact suit advertisements are not qualified to offer advertisements inside Google’s AI Overviews. This information explains a pattern several marketers have seen over the in 2014. Even if an account consists of the very same question in both exact and wide suit, only broad suit can enter AI Overview public auctions.

The upgrade distributed promptly after Arpan Banerjee shared it on LinkedIn , offering the topic much more exposure amongst PPC practitioners.

This means advertisers might see broad match activating inquiries that they assumed would be taken care of by exact match. It additionally suggests AI Review perceptions are routed with a different layer of Google’s system with its own qualification policies. Considering that Google does not offer separate AI Overview reporting, changes in efficiency might not be clearly attributed to this change.

Why This Matters For Advertisers

This update makes it clear that suit kinds do not operate the same way inside AI-driven surfaces.

The long-lasting presumption that exact match gives clean, separated coverage does not use within AI Overviews. Broad suit becomes the only entrance point, which can affect spend allotment, project structure, query mapping, and performance diagnostics.

Marketers ought to expect changes in query circulation on terms where they count greatly on specific suit control.

Learn more: AI-Enhanced Key Words Selection In Pay Per Click

Today’s Style: Search Control Looks Various Than It Utilized To

Both updates highlight a comparable pattern. Platforms are increasing search supply, however advertisers have less control over just how placements are allocated.

Apple is opening up new ad settings without allowing advertisers bid separately for them. Google is directing some search protection with AI Overviews, where precise match does not take part. In both instances, the tradition framework of “keyword plus proposal plus positioning” is paving the way to a much more expository system.

This does not mean advertisers shed impact. It suggests impact shifts to metadata quality, imaginative positioning, first-party information, and smart segmentation. Both updates advise advertisers to remain versatile because new surfaces will certainly continue to emerge.

Extra Resources:

Featured Picture: Pixel-Shot/Shutterstock