Source: venturebeat.com --- Friday, June 24, 2016
Since Apple announced plans to place app-install ads at the top of search results in its App Store, many have wondered how the program will impact independent developers with smaller marketing budgets. Some, including The Loop’s Dave Mark and Mac developer Michael Tsai , have even speculated that the change could be detrimental to indie app makers. However, Apple tells us it that it has worked hard to make sure that the search ads lead to more downloads of apps from smaller developers. The new program has certain features that are designed to encourage that.Apple highlighted those features in a session at its WWDC developer conference last week: By default, people won’t see ads for apps that they’ve already installed. That means apps that are already very popular just won’t be able to get promoted to a wide swath of App Store users. And unlike the search ad system in place for the Google Play Store, apps that are not relevant to the terms that people search for simply will not be promoted in the search ads. For example, if a user searches for “chess,” the App Store won’t surface an ad for a cloud storage app, even if the company behind the cloud storage app is determined to reach lots of new users who are interested in chess and has submitted a high bid for its ad. If people aren’t tapping an ad for a given app, that ad will be demoted — even if a big company submitted a high bid for the ad. Apple is using the existing content fo ...
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