Apple has invited app developers to beta test its Search Ads. Apple App Store Search Ads allow developers to advertise their apps by bidding on keywords to appear at the top of the search results. The ads are sold using an auction system, with no minimum spend. Apps are selected not based on the amount of money bid, but based on relevance. Relevance is calculated based on the keywords used in the ad copy, the number of downloads, information provided in reviews and other factors. Apple hopes that the lack of minimum spend and the emphasis placed on app relevance will help small developers to compete on a level playing field with big brands. Developers can target their Search Ads at specific demographics, such as gender, age, location and device type. Developers taking place in the beta test will not have to pay for their ads, as Apple wants to get feedback rather than make a profit during the beta phase.