Video Chat App got +275% of installs and -50% CPA in Apple Search Ads in one month

Summary

A video chat app struggled to build an efficient account structure and scale the number of installs while also optimizing their CPA in Apple Search Ads.

Forearmed with Asapty's advanced tools of Keyword Suggester, Quick Start, and automated rules, accompanied by expert guidance, they efficiently revamped their Apple Search Ads strategy.

Asapty helped to allocate the Apple Search Ads budget of $200K+ more efficiently and in just one month, this decreased the customer’s CPA by 50% and increased installs by 275%.

Background

The customer launched and promoted an online video chat application designed for social networking, facilitating connections with people from across the globe and fostering new friendships.

In the video chatting niche, where competitors fiercely vie with one another, promotion can be particularly challenging. Thus, the customer was looking for proven Apple Search Ads tactics that would ensure overtaking the competition.

Challenges

While trying to promote the app within the Apple Search Ads, the app’s team initially managed the whole process in-house with some basic tools. The customer’s initial approach was to distribute the Apple Search Ads traffic to different campaign groups diving campaigns by brand, generic, or competitor.

The customer encountered some complexities in navigating Apple Search Ads platform, which led to the simultaneous running of both exact and broad match campaigns. This led to a keyword mix-up where brand campaigns included generic keywords, generic campaigns included competitor keywords, and so on. Another problem was that some campaigns missed targeting CPA goal leading to inconsistency.

Struggling with building an efficient account structure and manual control, the customer embarked on a journey to manage their ad campaigns with the help of the Asapty team and the technology stack.

How Asapty helped

Recognizing the challenges, our team audited the account, identified the areas for improvement and onboarded the customer on using Asapty tools, while also leveraging some strategic insights.

Building structure with Keyword Suggester

Using Asapty's Keyword Suggester, we showed the app team how to easily create individual SKAG campaigns per country. This tool helps search and detect a large number of the most relevant keywords with search traffic.

At this stage, we advised against categorizing them by brand, competitors, or generic terms. Instead, we recommended maintaining a focus on search ads popularity. Leveraging Keyword Suggester, over 900 relevant keywords were discovered for the US market that held strong potential, as indicated by the keywords having a Search Ads Popularity score greater than 5.

Optimizing costs with Quick Start

Asapty's Quick Start was a game-changing tool for this customer. The algorithm launched campaigns using minimal bids, gradually raising them until the target Impression Share of 50% was reached.

Through rapid rollout, the app’s team noticed impressive results straight away - decreasing overall CPA from $5.6 to $3.3 while boosting monthly installs from 20.5k to 55k and is still growing.

The chart below illustrates the dynamics and remarkable performance unlocked by automated optimization with Quick Start.

It merits pointing out that the Average CPA line stayed remarkably steady, with minimal fluctuation. This stability was achieved by leveraging Asapty's sophisticated optimization tools to maximize campaign performance.

Brand Recognition

While supporting the customer on this journey, our team observed the app's brand heavily influenced results and metrics. To refine analytics, we proposed segmenting campaigns into two groups: brand and generic keywords. This bifurcation enabled more convenient and transparent performance tracking for the app team.

Results

As the customer sought to build a more efficient account structure in a highly competitive niche, Asapty provided a nuanced, effective approach through deep Apple Search Ads expertise. This helped the customer gain 2.75x more installs and achieve success in our first month together.