Following Google’s efforts in 2015 to launch paid search on Google Play, there are now rumors that Apple will be coming out with paid search for iPhone and iPad.
There are mixed opinions on how paid search will impact mobile app developers. Several of the opinions can be found on this VentureBeat post.
My belief is paid search does have the potential to create better opportunities for mobile app developers versus pure organic app store search distribution or display advertising. There are so many keywords which can drive meaningful traffic, that it is unlikely the top grossing developers would be able to design apps which would be suitable for all of them. Mobile app developers are less likely to be squeezed as much in paid search as they are in display advertising.