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Canva has a wide range of capabilities and potential customers, including small business owners, marketers, and educators. With Apple Search Ads, the Canva team created discovery campaigns to find new, relevant search terms related to the app’s varied features and the diverse design needs of prospects. They then optimized campaigns by moving high-performing keywords into exact match to drive subscription conversions and high return on ad spend (ROAS).

“We use Apple Search Ads to discover new relevant keywords with high trial intent,” says Canva Growth Marketer Lorena Casillas. “We are able to unlock new demand, scale spend, and improve ROAS without compromising efficiency.”

To improve visibility into performance, teams at Canva integrated the Apple Search Ads Attribution API, developing data visualization tools and sophisticated dashboards. By tracking keyword-level performance at each stage of the funnel, they maximized efficiency and improved their end-to-end user experience from trials to subscriptions.

“The Apple Search Ads Attribution API helps us understand the intent of the users  — or the kinds of projects they want to create — when they install the app,” says Canva Growth Manager Renee Psomadelis. “This informs how we optimize both the preinstall and postinstall funnels, from tap-through rate to number of subscribers and ROI.”

The Canva team also leveraged Apple Search Ads insights into keyword tap-through and conversion rates to refine the metadata on their App Store product page. This positively impacted the app’s organic App Store presence while Apple Search Ads helped drive incremental install growth.

“In different markets like Latin America and others, we have invested in Apple Search Ads and have achieved organic uplift,” shares Psomadelis. “In the U.S., we saw estimated blended cost-per-install decrease by 40 percent when we took into account the incremental organic installs that paid was driving.”