Apple is bringing search ads to their App Store. Apple announced it last night saying, "starting this summer, you'll be able to participate in the Search Ads beta and see the ads in action."
In short, people search in the App Store and if you want to advertise your apps there by keyword, you can using Apple's Search Ads platform. "Search Ads is an efficient and easy way for you to promote your app directly within the U.S. App Store search results, helping customers discover or reengage with your app, while respecting their privacy," Apple added.
Here are screen shots of what it looks like:
See the ad highlighted at the top?
Here is the campaign builder:
Here is the reporting engine:
If you want to try the beta apply here.
There are more details on this product over here.
Forum discussion at Twitter.