iPlum

iPlum boosts
subscription revenues
by 125 percent

Mobile business phone service, iPlum, uses Search Ads to stand out in a crowded marketplace, and attract quality users. Within two months, iPlum doubled its download rate and increased revenues by 125 percent.

Goals

  • Increase visibility and downloads
  • Attract quality users

Strategy

  • Use keyword recommendation tool to identify leading search terms
  • Add highly relevant mobile telecom keywords

Results

  • Doubled the number of downloads in just two months
  • Improved app monetization by 125 percent
  • Added three times more subscribers than any other channel

Quality users fuel success

For iPlum, in-app purchases are its lifeblood. The business phone subscription service was developed by a small group of entrepreneurs who saw the high cost of regular business lines, and realized they could build a more affordable system.

Users simply download the app to their smartphones, and for $1/month receive a separate phone line for business calling, texting and voicemail. Its global 24/7 customer service and low international calling costs have earned iPlum a loyal following.

“When people discover iPlum and try it out, they love it,” says Pankaj Gupta, iPlum founder and CEO. “But our biggest challenge is visibility — standing out from the crowd, and making sure people know iPlum exists.”

Grow its loyal fan base
As the app popularity continued to spread among individual and small business users, iPlum management saw opportunities to expand beyond the SMB market. This business growth depends on attracting more users, so Gupta decided to invest in Search Ads to increase its visibility on the App Store.

“Our main customer base is on the App Store — business users looking for a high-quality, affordable phone service,” Gupta explains. “Search Ads gives us the visibility we need in front of these users.”

Create campaigns to optimize returns
With a limitied advertising budget and a small marketing staff, Gupta used the keyword recommendation tool to discover search terms for international business calling plans.

“At first, we weren’t sure how high to set our cost-per-tap and cost-per acquisition limits,” Gupta says. “After a few weeks of monitoring our results, we began to see excellent returns. We are now very confident that this is the most cost-effective way to get visibility and quality users.”

Results fuel new business growth
As a result of the increased visibility from Search Ads, iPlum app downloads have doubled, and app monetization increased 125 percent, says Gupta. This growth is fueling iPlum plans to move forward with new services and products.

“The visibility from Search Ads on the App Store has been huge for us in helping drive iPlum downloads,” Gupta says. “Compared to other platforms, Search Ads dominates the paid channels for our in-app monetization, because of all the quality users we get from Apple.”

The visibility from Search Ads on the App Store has been huge for us in helping drive iPlum downloads. Compared to other platforms, Search Ads dominates the paid channels for our in-app monetization, because of all the quality users we get from Apple.

Pankaj Gupta, iPlum

Company Snapshot

  • iPlum
  • Mobile business phone service
  • Ten employees
  • Based in San Jose, California
  • www.iplum.com
  • Founded in 2015
  • App Store rating: 4+
View in the App Store