Apple has now officially rolled out the Search Ads feature in the iOS App Store. This update will effectively position promoted apps into the top section of the search results.
This latest move aims to monetize how the applications are discovered in the App Store. It is also an opportunity for developers to push their products not just aggressively but also in such a way that they come to the customers’ attention immediately.
Last June, the number of iOS apps in the App Store reached the 2 million mark. Imagine, therefore, if you are a developer and the competition threatens to bury your application by the sheer number of results displayed when the Search feature is triggered.
The plan to insert advertisements in the App Store was first announced to developers via email last June. The missive included the Oct. 5 rollout as well as few details about the advertising forms and sizes. Pricing information was not immediately available, although Apple is throwing in a $100-credit to qualified developers on their first campaign.
Apple has already set up a dedicated webpage where potential advertising clients could learn more about the program.
“Over 65 percent of downloads come directly from a search on the App Store,” Apple reminded its app publishers. “Put your app at the top of relevant search results and connect customers directly to download in one tap.”
The ad program involves few and simple steps. This is made possible by the largely automated process. Once the app’s description is provided, the Search Ads’ algorithm will then make the ad for the developer, pulling information from the app’s metadata and imagery in its App Store listing.
Apple guarantees developers that the Search Ads is programmed to be effective and controlled. It bars an ad, for example, from showing if it is not relevant to the search query. This aspect is also aimed at reassuring iOS users that their experience will not be compromised. If an ad is not relevant to what they are looking for, it will not show up regardless of the amount that a developer is willing to pay for the spot.
Users will be able to identify that an app in the search results is promoted through its color. The app’s box will come in light blue shade. There is also a blue ad icon situated near the app developer.
The Search Ads is not exactly a pioneering service. Google is already offering the same paid promotional option to its developers in the Play Store.
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