Myntra

Shoppers find trusted brands. Myntra drives quality growth.

Myntra is a leading online store that connects shoppers across India with top fashion brands. With Apple Search Ads, the shopping app drove high-quality acquisition, increasing conversions by 20 percent and average revenue per user by 15 percent.

The Results

50% growth in paid iOS installs.
20% better conversion (install to first purchase) rate than similar platforms.
15% higher average revenue per user than similar platforms.

The Challenge

As one of India’s first large e-commerce platforms, Myntra saw the retail landscape grow increasingly crowded with new competitors in recent years. As a result, capturing the attention of Gen Y and Z shoppers on mobile became challenging. To stay competitive, the team at Myntra partnered with mobile marketing specialist InMobi to increase app discovery at the moment when customers were searching on the App Store and ready to buy.

Apple Search Ads is an easy, scalable way to drive high-quality acquisition of relevant customers searching on the App Store with high intent.

Achint Setia,
VP of Marketing at Myntra

The Solution

Structure keyword campaigns to maximize audience reach.

The Myntra and InMobi teams set up Apple Search Ads campaigns by keyword theme to drive visibility and scale with the widest iOS audience possible. A brand campaign helped them connect with customers searching for their brand as well as the brands of their partners. With Search Match and broad match, a discovery campaign uncovered new relevant search terms, including trending consumer brands that shoppers were looking for on the App Store.

“In a competitive category like shopping, it’s not easy to stay ahead of the competition and on top of consumer trends,” says Achint Setia, VP of Marketing at Myntra. “With Apple Search Ads, we can easily uncover emerging competitive challenges and new relevant search terms for our app.”

Reduce costs by optimizing for performance.

To improve efficiency and inform optimization, the team at Myntra (along with their growth partners) closely monitored performance at the keyword level. They increased bids on high-performing search terms to maximize impressions and removed less relevant ones. Insights into share of voice as well as category keyword optimization also helped reduce acquisition costs and drive consistent customer growth.

“The install to new customer conversion ratio has also been significantly higher with Apple Search Ads,” says Navin Madhavan, VP of Growth Platforms at InMobi. “That means Apple Search Ads is poised to become a major part of how we drive quality iOS growth for Myntra.”

Capitalize on seasonality with bidding adjustments.

The InMobi team helped Myntra drive additional scale leading into festive celebrations like Diwali and major year-end sales. They incorporated keywords related to popular brands, product categories, and sales that shoppers were searching for on the App Store during Myntra’s peak season. They adjusted bidding to maximize impressions and drive performance.

“Our overall Apple Search Ads strategy drove over 50 percent growth in paid iOS installs,” says Madhavan. “We can really understand how people search with Apple Search Ads and capitalize on the strong intent that they show on the App Store.”

Company snapshot

  • Myntra
  • Shopping category
  • Launched in 2014
  • Based in Bengaluru, India