Chomp launches its own AdWords for mobile

New beat for Chomp Search Ads lets developers bid on keywords or phrases inside app search engine.

Chomp says the service matches app ads to the most relevant potential customer to ensure the highest possible CTRs.

During this beta phase, only a handful of advertisers are participating. They include Milk and Zaarly.

Chomp Search Ads is auction-based, and advertisers can set up an account which they then pre-load with ad dollars. They can then bid for the rights to a keyword by setting a daily maximum spend as well as a maximum bid price for a given keyword or phrase.

Chomp will show ads for apps based on a number of factors, such as bid price, as well as relevancy to the search term. Advertisers will have their pre-paid ad accounts charged when users click through via the "Get It" button on the ad.

The firm says this is an improvement on existing ad network models, which are based around in-app or display based performance advertising.