The influence of COVID-19 on the cellular app ecosystem continues. Whereas some app classes skilled a speedy enhance in consumer acquisition, others confronted low volumes. The navigation app market was one of many hardest hit by the pandemic, however that is now altering. With extra travellers on the highway, the impressions and downloads of navigation apps have been growing these days.
Our associate is likely one of the main navigation apps out there. They reached out to us with a simple goal: to open up new storefronts to amass extra customers whereas sustaining the common CPA & CPI. That’s precisely the place MobileAction and SearchAds.com got here to play.
Shifting from Actual Match to Broad Match to Optimize
In March 2022, we created broad match campaigns for all storefronts and added all precise key phrases working in these storefronts with broad match varieties. Within the meantime, we stored an eye fixed on our natural rankings along with the Apple Search Advertisements efficiency. We did key phrase analysis by MobileAction and stored including new key phrases to the paid campaigns from the natural aspect. Broad match campaigns additionally included search match advert teams.
Utilizing Key phrase Intelligence and AI-Primarily based Automations to Scale
With the assistance of the AI-based automation guidelines, we might robotically detect well-performing search phrases and add them as key phrases beneath associated campaigns. The technique was to discover all of the key phrases from completely different efficiency ranges. For instance, we created one automation to bid increased for the key phrases which weren’t getting sufficient impressions. That was vital and enabled us to study and double down on performing key phrases sooner.
We additionally utilized a counter rule to maintain CPA in test whereas accelerating experiments and marketing campaign growth. We carried out separate CPA-based automation guidelines for already performing key phrases to succeed in our common goal CPA.
Earlier than these modifications, within the UK storefront, the app was rating for 572 key phrases organically. The typical CPA was $2.29 whereas the CPI was $2.60, and the Conversion Fee was 43.10%.
After implementing automations and launching new campaigns, the variety of natural key phrases elevated from 572 to 609. Within the meantime, the CPA decreased from $2.29 to $1.36, and the CPI was right down to $1.88 from $2.60.
Apart from these enhancements, the modifications we made additionally considerably impacted the in-app efficiency of the Apple Search Advertisements campaigns.
Mixing Natural and Paid to Purchase Extra Customers
As could be seen within the above screenshot, Apple Search Advertisements and ASO interrelation can’t be underestimated. They help one another.
A constructive pattern in a key phrase’s natural rankings means your app’s relevance to this key phrase will increase. You may get extra site visitors with a lower cost by bidding extra aggressively on these key phrases. The alternative can be true. Increasing your Apple Search Advertisements campaigns can positively influence your natural rankings.
In a brief interval, we:
- Decreased CPA by 40.61%
- Decreased CPI by 27.69%
- Elevated CR by 8.28%
- Elevated the key phrases organically ranked for by 6.46%
The important thing to success right here is to establish and monitor new key phrases, and validate them shortly. Platforms like MobileAction may help you mix key phrase intelligence with Apple Search Advertisements and automate marketing campaign optimization for higher-value key phrases and conversions.
When you’d like to seek out out extra about easy methods to benefit from your Apple Search Advertisements efficiency, schedule a demo with our specialists now!
