People build new relationships.
Bumble builds new markets.

When launching in a country, Bumble focuses on understanding nuances of the new audience. To identify new keywords that perform well on the App Store, Bumble used Search Match, a feature that automatically matches an ad to relevant searches. For greater efficiency, Bumble also leveraged Apple Search Ads audience refinements like gender, age range, and location.

“Creating specific discovery campaigns for different audiences has been a successful strategy for Bumble across markets. We have been able to really pinpoint the groups of keywords that perform best by location and by demographics like age range and gender. As we grow internationally, Apple Search Ads gives us the granular insights that we can use to optimize bidding and drive results,” shares Bumble Senior Manager of Digital Marketing Morry Mitrani.

Bumble leveraged Creative Sets to optimize relevancy of its ads by country. With Creative Sets¹, Bumble was able to create different ads utilizing any screenshot or preview from their App Store product page. Bumble created more ad variations and aligned the ad creative to make them more personally relevant to specific audiences based on their gender, age range, or location.

“With Creative Sets, we can showcase more product features in our creative and show different images to different audiences. We quickly found different audience segments respond very differently. That has been invaluable, particularly in newer markets where now we can start to gear our tonality and strategy based on Creative Sets results,” believes Mitrani.

Reengaging people who had previously downloaded the app was a top priority for the team and represented a large share of Bumble’s investment in Apple Search Ads. Their reengagement campaigns included ad groups structured by keyword themes: brand, competitor, and generic. To continue optimizing performance with lapsed users, Bumble plans to combine Creative Sets testing with reengagement efforts.

“We have grown tremendously as a business because of Apple Search Ads. The ability to focus our Apple Search Ads campaigns on returning users and have real visibility into redownloads is transformative. In fact, Apple Search Ads is our top reacquisition platform, driving a strong amount of returning users at a good cost,” says Mitrani.