Gamers role-play.
Ash Tale wins more players
in new markets.

The Ash Tale team created brand and competitive keyword campaigns to capture interest from searches on brand-specific terms as well as similar apps in the Games category. The surprisingly strong volume of conversions from category keyword campaigns helped the team at Ash Tale uncover new, highly relevant terms and optimize performance quickly. Within four months, they increased installs by 4x with Apple Search Ads.  

“Our Apple Search Ads results were amazing and completely incremental to the strong organic growth during the same time period. It was easy to manage multiple campaigns as well as test creative highlighting our unique playful graphics,” says X-LEGEND ENTERTAINMENT JAPAN K.K. Promotions Coordinator Miku Mimuro.

To improve visibility with the widest audience, the team at Ash Tale did not apply any audience refinements to its Apple Search Ads campaigns. With this approach, they were able to serve their ads to searches made by all users, including those with the Limit Ad Tracking (LAT) setting enabled. The Ash Tale team saw a 50 percent increase in installs by including this audience. 

Apple Search Ads quickly became Ash Tale’s top-performing acquisition platform, driving 2.5x more conversions (app opens). Additionally, players acquired through Apple Search Ads had 10 percent higher retention rates and 20 percent higher lifetime value than gamers from other ad platforms in Asia.