The “basic” branding signals that this product is being aimed at smaller developers compared with the existing Search Ads product, which is now being renamed to Search Ads Advanced.
Launched last year, Search Ads have been one of the biggest changes to date in terms of improving discovery of mobile applications on the App Store. The idea with the original Search Ads product was to help developers better target potential users using specific information – like location, gender, keywords, and whether or not they’ve ever installed the app before.
After configuring a campaign, those ads would then appear at the top of the App Store search results when users searched for a keyword or terms, like “games,” or “war games,” for example.
Developers paid for these ad placements when users tapped on them.
n addition to the ease-of-use, a side effect of using Apple’s Search Ads product is that it can lead to a higher chart ranking. Apple’s algorithm takes into consideration number of downloads and velocity of those installs to move an app up the Top Charts. Because Apple considers an install from Search Ads a “high quality” download, it counts those installs towards the app’s chart position and its rise.
