Skyticket

A leading Japanese travel website Skyticket offers customers discount prices for flights, hotels, and events. Skyticket developed a travel app to stay ahead of its domestic competitors, reach new mobile customers in Japan, and scale brand awareness to new markets. With Apple Search Ads, the team at Skyticket created a strategy that leveraged key untapped opportunities for app promotion.

Optimize to maximize performance.

Skyticket focused on expanding its keyword coverage to maximize return on ad spend with Apple Search Ads. Using Search Match, they uncovered new search terms (related to wifi, rental cars, and bullet trains) that drove strong impressions. To remain competitive, Skyticket actively monitored campaign performance at the keyword level and adjusted its strategy with bid-level recommendations.

“In terms of ROI, Apple Search Ads outperformed all similar ad platforms. We were able to drive more impressions as well as strong revenue growth,” said Reo Terazawa, Marketing Manager for Skyticket.

In fact, Skyticket saw an increase in customer acquisition of over 10 percent in 90 days of launching campaigns with Apple Search Ads. These campaigns achieved 77 percent higher ROI than similar advertising channels in Japan. Additionally, Creative Sets helped Skyticket test ad variations and improve conversions by 14 percent within two months.

Reach more of the right customers.

With Apple Search Ads, Skyticket wanted to reach a broader base of customers beyond the consistently younger demographic delivered by most of its social advertising platforms. The team at Skyticket did not apply any audience refinements to their Apple Search Ads campaigns. This enabled them to reach the widest audience and serve their ads to searches made by users with the Limit Ad Tracking (LAT) setting on. The approach worked—Apple Search Ads drove 10 percent more downloads as well as attracted customers with 60 percent higher lifetime.

Integrate marketing efforts.

Skyticket carefully aligned the timing and targeting (by location) of Apple Search Ads campaigns with TV, offline, and other digital advertising. This integrated approach helped Skyticket drive stronger KPIs at each stage of the funnel from brand awareness to user acquisition. Additionally, Skyticket discovered that Apple Search Ads positively impacted organic installs, consistently delivering incremental growth.