Video Streaming App achieves 80-100% impression share and 7X traffic growth
Summary
An established video streaming platform aimed for an ambitious expansion into the Middle East and North Africa region. They had used an outside agency for Apple Search Ads before, but this time they needed a stronger, more complete marketing approach to ensure a big and profitable start in the new markets.
Switching to Asapty, the video streaming app raised their Impression Share for both generic and competitor keywords to 80-100%. They pumped up their traffic volume in Apple Search Ads by 7 times, all while sticking to the KPIs for their target event. With Asapty’s automated rules, the customer expanded into three other ad placements in Apple App Store all while meeting their desired KPI cost.
Background
Running campaigns for Search results, especially as vast as the app’s team did, you can at some point hit a ceiling hitting your KPIs. You can never get 100% of the impression share as the Apple Search Ads algorithms save some part for the rest of the auction. This plus a finite pool of relevant keywords can hamstring your growth.
Challenges
For the world's leading streaming platforms, launching in new international markets requires a massive effort. Maintaining full control over performance and budgets is typically the biggest challenge during large-scale expansions. The UA team handles hundreds of campaigns with thousands of keywords and must balance cost-efficiency with results.
With substantial ad budgets available, it's easy to lose oversight and allow wasteful spending to occur. Thus, Asapty's main goal was to provide the app’s team with the tools and strategic insights needed for fast, profitable scaling while maximizing cost-efficiency.
How Asapty helped unlock the Apple Search Ads potential
Finding keyword/bid match
The client's team aimed for an ambitious goal - to get on top with all types of keywords: generic, their brand, and competitor’s brand achieving the highest possible impression share.
With Asapty's Keyword Suggester and instant SKAG campaign creation, they compiled a list of all potential relevant keywords across the 8 countries and launched campaigns promptly. Often, app marketers launch campaigns with a bid based on assumptions or previous benchmarks, monitor performance over time, and then optimize the bid.
At Asapty, we streamline the process through our algorithm, which initiates with the lowest bid and automatically optimizes to identify the ideal bid. Six days after launching their campaigns with Asapty and using the smart Quick Start algorithm, designed to find the optimal bid for achieving the desired volume, the client's team could reach 80-100% impression share for generic and competitor keywords.
By seamlessly connecting their MMP and having full-funnel data available, the app's team could evaluate performance based on their KPIs. This is where automated event-based optimization comes into play. All the client's team needed to do was set the desired cost for their target in-app events - everything else was handled automatically. This resulted in an overall 7X increase in traffic volume while hitting their cost-per-acquisition targets for the desired app events.
Discuss your account growth goals and KPIs with our expert team
Spreading the effort to other ad placements
In addition to vast keyword coverage, the app marketing team was eager to go for a multi-placement ad strategy and spread the app presence through all of the Apple App Store ad placements: Today Tab, Search Tab, and Product Pages. It was a great move for the app’s team as a multi-placement strategy brings almost unlimited scalability potential.
Running campaigns for Search results, especially as vast as the app’s team did, you can at some point hit a ceiling hitting your KPIs. You can never get 100% of impression share as the Apple Search Ads algorithms save some part for the rest of the auction. This plus a finite pool of relevant keywords can hamstring your growth.
Multiplacment breaks through these barriers. The additional ad placements give a great chance to catch the user's attention before he even starts the search (in case of Search Tab and Today Tab) and give an additional push at the top of the “You Might Also Like” list. With Asapty’s automated rules, the video streaming app ran campaigns for these additional ad placements and unleashed a flood of additional app downloads.
Perfect solution for our large-scale growth initiative
That's when we decided to switch from our previous agency to the Asapty platform. Following Asapty's team recommendations, we broadened our strategy beyond brand-only keywords to include generic and competitor terms. Thanks to Asapty's keyword tool and SKAG creation feature, the process was surprisingly straightforward.
The results were impressive. We achieved 80-100% impression share and managed to boost our traffic volume by an astounding 7X. The best part? We accomplished this while staying within our target cost per in-app event.
Asapty's platform didn't just meet our expectations – it exceeded them, proving to be the perfect solution for our large-scale growth initiative.
Results
At Asapty, we understand the importance of maximizing every minute and dollar invested in an app's growth, and this philosophy is deeply ingrained in the core of our platform.
Our approach enabled remarkable results for this streaming video app - a staggering 7X increase in traffic volume and an extensive presence across the App Store, capturing 80-100% of the Impression Share for both generic and competitor keywords. Remarkably, these achievements were accomplished while adhering to the target event KPIs and maintaining cost-effective user acquisition.