Apple Search Ads offers an advanced pricing option based on a Cost-Per-Tap model (CPT), meaning that you pay every time someone clicks on your ad.
The actual cost of a tap is a result of a second price auction, which calculates the CPT you pay based on what your nearest competitor is willing to pay for a tap on their ad, up to your maximum CPT bid.
Apple also allows a cost-per-install bidding model for basic users.
The combination of your app’s relevance to the search query and the amount of your bid will determine whether your ad will be the one shown.
For advanced users, Apple offers customization of targeting variables, such as: