Apple has launched Search Ads for iOS, which will display ads at the top of a customer’s search result in the Store, reports MacStories. The program was announced at the WWDC in June and subsequently beta tested with a small set of developers.

As of now developers can sign up and schedule ad campaigns, but these wont go live till the 5th of October. The ads will be displayed based on the relevance to the search and the bidding amount. The campaign setup process is pretty straightforward with developers required to schedule start dates, end dates, hours of each day etc., budget the amount to be spend on the campaign with daily spending limits and keyword selection.

Apple suggests keywords based on the metadata used for a developer’s app. The cost of a tap is based on the keyword and the limits set by the developer. Other than this, developers only need to setup payment information and other details.

Android search ads: Apple is a year late to the party. Google had introduced Search Ads in the Play Store in August last year, which lets advertisers and developers who use the Search app install campaign on their AdWords account. In April this year, Google also started displaying a label which tells its users whether or not an app contains an ad on the Google Play Store, in addition to existing designations of in-app purchases on the Play Store.

Apple financials: Apple’s CEO Tim Cook said that iPhone sales in India were up 51% year-on-year during an analyst call for the quarter ended June 25, 2016 (Q3FY16). Revenues from Apple’s Internet-based services like Applecare, Apple Pay, licensing revenues, and other services stood at $5.9 billion, which grew by 19% y-o-y. Under services, the company says that its App Store revenue “was the highest ever, as our installed base continued to grow and transacting customers hit an all-time record.”

Also read: Apple launches iPhone 7; to cost Rs 60k in India