While everyone likely knows the reason, Apple explains that this is to increase the chances of advertised apps being seen in search results. App ad links will be displayed at the top or bottom of search results. Existing advertisers don't need to do anything additional; Apple simply states that the app's visibility will be increased.
To encourage more app advertising, Apple highlights that typing keywords to find and download apps on the App Store is the most common method, with 65% of downloads occurring immediately after a search result is displayed. Therefore, advertising apps through search results is highly effective.
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