Shoppers get personalized style.
ABLY increases lifetime value.

With Search Match and broad match on Apple Search Ads campaigns, the ABLY team was able to find new, relevant search terms, including misspellings and variations of shopping-themed keywords. For higher efficiency and scale, they moved these high-opportunity terms to exact match. Competitive and category campaigns helped maximize impressions for high-intent keywords related to similar types of apps. 

The team at ABLY monitored campaign performance at the keyword level with Recommendations. By checking impression share and bidding insights regularly, they adjusted daily caps to increase investment in the highest-performing terms.¹ “With Apple Search Ads, we found keyword sets we had never considered. In fact, we discovered terms related to e-commerce that were highly efficient and helped us scale acquisition with motivated shoppers,” says ABLY Performance Marketing Manager Irye Lim.

The ABLY team leveraged Apple Search Ads insights to extend reach beyond South Korea. Based on their successful keyword strategies in their top market, the team ran Apple Search Ads campaigns directly following the release of a new app named Pastel in Japan. They plan to continue to optimize growth for both Pastel and ABLY, particularly as the apps expand across more product categories.

“Apple Search Ads outperforms other platforms in average revenue per user as well as lifetime value and retention rate. We plan to add more keyword variations and new keyword sets as our business evolves and optimize based on conversions and first purchases,” says Irye Lim.