Google today announced that it will start showing sponsored app in search results on the Google Play app for Android in the coming weeks. The ads are aimed at allowing developers to better market their apps and to help users in discovering more useful apps for their devices. 

For the time being, Google will only be showing ads to a limited set of users, who will be receiving ads from a pilot group of advertisers. These advertisers have already been running ads on Google search to promote their apps.

Google will take into account the feedback that it receives from these limited set of users and developers, before expanding the program to billions of Android and Google Play users out there.

The company also revealed in its announcement that it paid more than $7 billion to Google Play developers in 2014.