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Wow, I just set this up for an app and it took less than 60 seconds. That's surprisingly fast. Good job Apple.

Its definitely fast, but... is it actually going to be effective for the cost? Probably not in the long term.

Having used this “one click” setup on Twitter and Facebook before I know these campaigns are increasingly ineffective.

That said, the App Store is a different kind of ecosystem so things could go differently.

It's pay-per-user-install so I think it is very easy to determine if it is worth it for you/

This will canibalize part of your organic traffic thus even if the cost per install is lower than your users lifetime value this is not obvious.