Apple Search Ads is an efficient and easy way to help people discover your app on the App Store for iPhone and iPad.
Basically, it is an advertising platform created by Apple that allows users to advertise directly in the App Store.The ads are shown at the top of the search results which directly boosts the discoverability of the app for an affordable price.
How Does it Work?
Selection of Keyword Sets
Users select keywords they want to run Search Ads on.
Bid Amount and Maximum Budget
Users select their maximum bid amount they are willing to pay for that keyword as well as a maximum budget for their campaign.
Second Price Auction by Apple
Apple runs a second-price auction among the bid amounts on a searched keyword.
The winner’s on the top result!
The winner of the auction is displayed as the top result on the Search Results page, with a slight indication that it’s an ad.