If you or your business publishes iOS apps you may need to take
a look at Apple Search Ads to reach more potential customers.
What are Apple Search Ads?
Apple Search Ads are the small advertisements you see inside App
Store search results.
When available Search Ads appear at the top of the search
results listings, which is useful if they are well-targeted –
there is little point offering a game to App Store customers
seeking productivity apps.
The theory is pretty simple: Customers searching for apps on the
App Store know they can trust the apps they find at the store,
which means they are more willing to at least try an app that seems
appropriate to their needs.
Source: FS – All Tech News 2
How Apple Search Ads work