This document provides an overview and analysis of Apple's Search Ads program for the App Store in May 2017. It discusses the growth in monitored apps and keywords, categories and countries of campaigning apps, popular keywords and competitive landscape. Games, Education and Utilities apps accounted for most campaigning apps. Most apps campaigned fewer than 50 keywords successfully. The top bidding spots received over half the traffic, while spots below 12 received under 2% each.