Idle Heroes

Idle Heroes improves conversions, quality, and costs.

Apple Search Ads is the game’s top performing acquisition platform, attracting users with 60 percent higher conversion rates and 50 percent higher lifetime value than other ad platforms.

Goals

  • Drive higher app visibility.
  • Improve engagement of audience.
  • Increase conversions and acquisition efficiency.

Strategy

  • Focus on actively optimizing campaigns based on keyword performance.
  • Improve relevancy with ad variations aligned to competitor and generic keyword themes.

Results

  • Customers acquired through Apple Search Ads have 50 percent higher lifetime value than users from other platforms.
  • Creative Sets helped improve conversion rates by as much as 31 percent and lowered cost per acquisition by 20 percent.

Idle Heroes delivers relevancy with optimization.

Launched in June 2016 and developed by DHGames, Idle Heroes is one of the top idle role-playing games in the world. The goal of the mobile game is to assemble a group of heroes to wage battles that bring rewards – even when the player is not active. With an in-app purchase business model, Idle Heroes wanted to drive efficient, high-quality acquisition.

“As a hardcore Games app, we are always trying our best to find more valuable players. We have found that the players who are actively searching for games like ours on the App Store are more valuable than any other audience. That’s why we started investing in Apple Search Ads, ” says Futao Zhang, COO of DHGames.

Improve customer acquisition.

To drive efficiency, Idle Heroes sets up separate campaigns for each keyword strategy. One campaign includes its brand keywords while competitor and generic campaigns capture interest from searches for similar apps in the Games category. To optimize for conversions and quality acquisition, Idle Heroes actively monitors keyword performance closely. Idle Heroes increases investment in top performing keywords and raises bids for relevant keywords to try to gain more impressions whenever possible.

“The most attractive thing about Apple Search Ads is that it brings a high quality volume of users to our app at a low cost. Apple Search Ads drives much higher return on investment than any of our other advertising platforms,” says Feng Luo, CEO of iADBrain, the exclusive agency for DHGames which has managed Apple Search Ads since 2017.

Apple Search Ads is the top performing acquisition platform for Idle Heroes, driving a 60 percent higher conversion rate than other advertising platforms. Customers acquired through Apple Search Ads have 50 percent higher lifetime value than users from other ad platforms.

Drive personal relevancy.

Idle Heroes utilizes Creative Sets to increase relevancy of its ad creative for audiences who are looking for other similar gaming apps. Creative Sets allows Apple Search Ads Advanced advertisers to create different ad variations using screenshots and previews from their App Store product page. Idle Heroes aligned creative assets to top competitor keywords and generic gaming keywords. To attract the right engaged gamers, the ad variations highlight key product features and its differentiators from other role-playing games.

“Testing different creative has driven great improvement in our performance because now we can tailor our images and messages to drive relevancy for users searching on the App Store. Creative Sets helped improve conversion rates by as much as 31 percent and lowered cost per acquisition by 20 percent,” says Luo.

Apple Search Ads drives much higher return on investment than any of our other advertising platforms.

Feng Luo, iADBrain

Company Snapshot

  • DHGames
  • Games category
  • Founded in 2011
  • Based in Chengdu, China
  • 140 employees
  • App Store rating of 4+
View on the App Store