Apple last year started displaying ads in the App Store when a user searches for a particular app as a way to provide developers with a way to improve app discovery via keyword search.
Searching for a term like "to-do" or "calendar" or even something specific like "Tweetbot" surfaces ads that are purchased by developers.
Search Ads Advanced, like the initial Search Ads option, requires developers to pay whenever an ad is tapped. Search Ads Basic allows developers to pay for actual app installations received from the ad, rather than taps.
With Search Ads Advanced, developers are able to select specific keywords and demographics when delivering ads, while Search Ads Basic simply allows developers to choose a monthly budget and a maximum cost-per-install, with far less customization.
Search Ads Basic includes suggestions on how much a developer should pay based on historical data pulled from the App Store based on the type of app being marketed, and it uses App Store trends to target the ideal audience.
There's a maximum monthly budget of $5,000 for Search Ads Basic, but there are no limitations on which apps or companies can use the feature, so it's available to both independent developers and larger companies.
At launch, Search Ads Basic will be limited to the United States, rolling out to additional markets next year.