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The Search Ads program was first activated in October 2016 in the US version of the App Store. Since then, other countries have followed and on August 2nd, it will be accessible on the App Store in a new batch of countries, such as France.
Search Ads allows publishers and application developers to promote it in Apple's search results for the iPhone and iPad. Created from application metadata, images and videos, advertisements are displayed at the top of the results page.
The display depends on the relevance to the search, but also on the auction made to sponsor an application. It is nevertheless the relevance that prevails. A kind of guardrail to avoid favoring publishers with large budgets.
For Search Ads, Apple provides a Basic version and an Advanced version that is more flexible (choice of key words, audiences of advertisements …). The first is recommended if the monthly budget per application is less than $ 5,000.
With Basic, the publisher pays only for the application's installations and at the cost he has set. With Advanced, the publisher pays only if a user clicks on the ad and does not exceed the maximum price set. As usual, Apple is discreet about pricing but confirms its exploration of other sources of revenue … including advertising.
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