Apple is now sending emails to those who are registered to its developers program, inviting registered developers to try Search Ads as they enter beta. In an email addressed to App Store developers Apple is asking developers to opt into App Store Search Ads, that will launch in the US with iOS 10 after it has launched in the fall. With the search ads app developers will be able to target iPhone and iPad users and advertise their apps to them right from the App Store app.
The email links to official Search Ads page where developers can opt in to the program. The participation in the program is free, so users are not required to setup budgets or biddings. Apple will not be sharing ad related data with the participating developers or give users access to Reporting UI or Search Ads Campaign Management. The email notes that beta testers will be able to take advantage of free ad impressions and resulting downloads that will happen as a result of the promotions during the beta period.
Once the Search Ads feature has launched, developers will be able to promote their applications in search results and drive downloads.