People perfect
their photos.
BeautyPlus improves return on
ad spend.

In each market, the BeautyPlus team separated campaigns by four keyword themes: brand, category, competitive, and discovery. With discovery campaigns and the Recommendations tool, they expanded keyword coverage, finding new, relevant search terms for their category in each local language. Brand campaigns helped them to defend brand keywords while capturing strong intent from people actively searching for their brand on the App Store.

“With Apple Search Ads, we discovered that the keywords related to the core features of our product drive the best performance,” says BeautyPlus Head of Growth Emma Shu. “We continuously optimize our bidding strategy, increasing investment on these top-performing search terms to ensure that we stay as competitive as possible in each market.”

To better engage relevant audiences, the team at BeautyPlus created ad variations for their search results campaigns based on custom product pages set up in App Store Connect. These custom ads highlighted core product features and industry trends by using aligned creative that specifically showed photo editing options in their app with high-performing ad groups related to the generic keywords “photo editing.” Potential customers who tapped on these ads landed on a custom product page with the relevant ad creative highlighting core product features and industry trends — offering audiences a seamless experience. 

The custom ad had a 90 percent higher tap-through rate and a 23 percent higher conversion rate than the default ad. “With search results ad variations, we were able to test out different ad creative and optimize based on the imagery that drove the best performance,“ says Shu. “We started testing with category keyword ad groups but plan to also create custom product pages for key moments like Halloween and Christmas, capturing increased seasonal demand.”