What Happened
Apple has reportedly put together a secret team to work on improving search in its App Store. The team is said to be exploring the possible addition of paid search ads, which would charge brands and developers to have their apps prominently displayed in app search results. It is likely that they will end up with an implementation similar to the one that Google currently has in the Google Play store.
What Brands Need To Do
With over 1.5 million apps available in the App Store, it is getting increasingly hard for apps to get discovered. If implemented, paid search ads in the App Store should provide brands the opportunity to make a strong push for their branded apps. When a user searches for an app, the keywords they use indicate intent, and brands can reach those users by buying certain keywords that align with the utility or service their apps provide. For example, a retailer could promote its app to all users searching for “fashion” or “shopping,” whereas a hotel brand could target potential travelers who are searching for airline apps or transportation maps for specific cities.
Source: AdAge