People explore new languages.
Babbel boosts ad performance.

The team at Babbel set up their campaign structure to maximize performance and scale. With a brand campaign, they captured strong intent for their company name and brand terms. A discovery campaign with Search Match helped the team find new, relevant search terms, automatically expanding keyword coverage and gaining valuable insights into search trends.

“Apple Search Ads is one of our best marketing channels, consistently delivering volume, scaling our growth, and tapping into audiences we wouldn’t have access to otherwise,” says Babbel Growth Marketing Manager Michael Cadenas.

To improve ad relevancy for key audiences, the Babbel team made ad variations based on custom product pages set up in App Store Connect. These custom ads aligned creative with keyword themes related to specific languages, making Babbel’s ads more relevant to learners interested in that particular language. Potential customers who tapped the Babbel ads landed on a custom product page that mirrored the ad creative — creating a seamless experience.

“We strive to create frictionless experiences. With ad variations, we can match what is in our ad to what a customer is looking for on the App Store. They can understand immediately that our app is relevant for their needs and can deliver exactly what they want,” says Cadenas. In fact, ad variations increased tap-through rate for Babbel by 20 percent, while conversion rate was 10 percent higher than the default ad.