Apple has made Search Ads available to advertisers in Canada, Mexico and Switzerland. Apple Search Ads allow advertisers to bid for their app to appear when users search for certain keywords in the Apple App Store. As well as keyword targeting, the ads can also be targeted at users based on their gender, age, location and device type. They typically have a 50% conversion rate, much higher than most other forms of advertising. The ads themselves are automatically generated based on the app's meta data, with advertisers being able to set a daily or total campaign budget. Apple Search Ads had previously only been available in the US, UK, Australia and New Zealand. Apple hopes that the expansion into Canada, Mexico and Switzerland will help app owners in these markets to boost their app discovery rates.