People build new relationships.
Bumble builds new markets.
Bumble makes meeting new people online a safe, empowering experience. With Apple SearchAds, the social networking app reengaged customers through the introduction of new product offerings, and scaled growth to new markets.
Bumble originally launched as a dating app. A natural ebb and flow of downloads and redownloads were the norm as customers would download the app, begin dating, and stop engaging with the app once they had found their match. With the introduction of new features, including Bumble BFF (for friends) and Bumble Bizz (for networking), Bumble needed to reengage former customers and increase visibility on the App Store.
Apple Search Ads is our top reacquisition platform, driving a strong amount of returning users.
Find the right keywords for new markets with Search Match.
When launching in a country, Bumble focuses on understanding nuances of the new audience. To identify new keywords that perform well on the App Store, Bumble used Search Match, a feature that automatically matches an ad to relevant searches. For greater efficiency, Bumble also leveraged Apple Search Ads audience refinements like gender, age range, and location.
“Creating specific discovery campaigns for different audiences has been a successful strategy for Bumble across markets. We have been able to really pinpoint the groups of keywords that perform best by location and by demographics like age range and gender. As we grow internationally, Apple Search Ads gives us the granular insights that we can use to optimize bidding and drive results,” shares Bumble Senior Manager of Digital Marketing Morry Mitrani.
Optimize performance with more ad variations.
Bumble leveraged Creative Sets to optimize relevancy of its ads by country. With Creative Sets1, Bumble was able to create different ads utilizing any screenshot or preview from their App Store product page. Bumble created more ad variations and aligned the ad creative to make them more personally relevant to specific audiences based on their gender, age range, or location.
“With Creative Sets, we can showcase more product features in our creative and show different images to different audiences. We quickly found different audience segments respond very differently. That has been invaluable, particularly in newer markets where now we can start to gear our tonality and strategy based on Creative Sets results,” believes Mitrani.
Introduce new features to former customers.
Reengaging people who had previously downloaded the app was a top priority for the team and represented a large share of Bumble’s investment in Apple Search Ads. Their reengagement campaigns included ad groups structured by keyword themes: brand, competitor, and generic. To continue optimizing performance with lapsed users, Bumble plans to combine Creative Sets testing with reengagement efforts.
“We have grown tremendously as a business because of Apple Search Ads. The ability to focus our Apple Search Ads campaigns on returning users and have real visibility into redownloads is transformative. In fact, Apple Search Ads is our top reacquisition platform, driving a strong amount of returning users at a good cost,” says Mitrani.
- Social Networking category
- Founded in 2014
- Based in Austin, TX, U.S.