How to Optimize for Promoted IAP (In App Purchases)

One of the major paradigm shifts in iOS 11 was the ability for apps to promote up to 20 of their In-App Purchases directly into the app’s product page, search results, and even Apple’s featured tabs, leading to a potential 20x improvement in visibility.

To understand how the industry has adopted promoted IAPs, we conducted a small-scale study of 10 random keyword searches, in order to analyze how many of the top 10 organic app results were promoted IAPs.