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Apple has started showing adverts in the App Store search results.

Apple today started displaying search ads in the iOS App Store in the U.S. People who tested beta versions of iOS 10 had seen these ads for months, and now they’ll be showing up on all devices running iOS 10.

Search Ads is an efficient and easy way to promote your app on the App Store for iPhone and iPad in the U.S. They appear at the top of search results, but only if they’re related to end users’ search queries in the App Store.

Apple explained on its dedicated Search Ads webpage that adverts can target campaigns based on parameters including gender, age, location and search keywords.

For example, if you type in “Anti-Virus” you will see an ad related to Antivirus app first.  Apple has said that its taken steps to ensure that these ads will lead to more downloads of apps from smaller developers.

[Image Source: wixtechs ]

To encourage early adoption of the ads, last week Apple started giving eligible developers $100 in credit to help cover the cost of their first search ad campaigns.

Developers are charged only when their promoted app is downloaded, and are able to set a maximum daily cap to prevent overspending.

 

"If an ad is not relevant to what the user is looking for it will not be shown in the ad spot regardless of how much you are willing to pay," Apple said on its search ads site.