pay when users actually install their app. Search Ads Basic also features an easier setup process and a restricted monthly budget. "Search Ads Advanced" is a new name given to the older method, in which developers have to pay whenever users tap on their apps in search results, along with unlimited monthly budgets. .

In January 2017, reports surfaced that documentation for a new beta for the then-upcoming release of iOS 10.3 detailed that Apple would let developers respond