Woofz doubled installs, and grew ROI by 216%, raising net profit by 3.5X while decreasing CPA by 2-8X
Summary
A mobile app for pets - Woofz doubled installs, and grew ROI by 216%, raising net profit by 3.5X while also decreased CPA by 2-8X for generic and brand campaigns.
Background
Woofz, a pet tech sub-brand of Gismart, a renowned global mobile app and game publisher, was officially launched in November 2020. This launch was significantly influenced by the COVID-19 pandemic and the surging trend of pet ownership. The company introduced a dog training app and quickly got an impressive 1 million-plus downloads, offering a diverse range of training courses and comprehensive pet care functionalities.
Challenges
Having established itself as a successful app with millions of installs, Woofz recognized the potential of Apple Search Ads as a highly relevant and profitable UA channel. While already getting positive outcome with their Apple Search Ads campaigns, the Woofz team was looking for opportunities to enhance their results and scale.
Woofz turned to Asapty as the app had heard positive feedback about the platform that provides advanced analytics and optimization for Apple Search Ads.
The app had some good starting point with ROI above 100%, and campaigns running for a large number of target countries. The two biggest objectives of trying Asapty were improving the current brand safety strategy and to increase the volume of generic keywords.
How Asapty helped unlock the Apple Search Ads potential
Collaborating closely with Woofz, our Asapty team revealed some important insight: approximately 27% of paid traffic from ad networks like Meta, TikTok and Google results in Woofz’ branded App Store searches and install the app. After carefully analyzing 3 months of data, we discovered that acquiring 100% of brand inventory share brings the highest total revenue for the customer (including organic, paid and Apple Search Ads).
Brand campaigns target high-intent App Store visitors who have specifically sought out your app by name. These users have high motivation, as they are actively searching for your brand rather than casually browsing.
Testing account structure and scaling
In addition to brand keywords, Asapty expanded volume for high-performing generic using single keyword ad group campaign structure (SKAG). This structure provides the highest transparency of profitability at the individual keyword level. Thus with SKAG, the Woofz’s team got the full control over bidding for each keyword. Running individual campaigns for each target country also contributed to performance transparency and control.
To ensure getting the best results for customer and make data-driven decision, with the help of Asapty experts, Woofz tested all possible campaign structures including discovery, broad, and exact. The tests showed the best results when using exact and SKAG structure.
While testing discovery structure, certain keywords ended up being cheaper. However, the other low-performing keywords in this case decreased the overall performance. Thus bidding on most relevant keywords in exact + SKAG structure gave better results even considering they had a higher CPA.
Results
Asapty reduced branded campaign CPA by 8X from $2.80 to $0.40 on average. What is the most important, this dramatic CPA efficiency gain occurred while maintaining 91-100% impression share volume for core brand terms and without losing in installs. Asapty also helped the customer to notably increase the volume of profitable generic keywords in all target countries.
The final profitability results were pretty impressive too: leveraging Asapty's optimization solutions, Woofz increased their overall Apple Search Ads ROI 216% while lifting net profit by 3.5X.
With sizable growth achieved, Woofz eagerly continues partnering with Asapty to sustain momentum through continuous optimization of Apple Search Ads.