Shoppers feast
on convenience.
foodpanda
expands reach.

The foodpanda team separated Apple Search Ads campaigns by keyword theme to scale impressions to new audiences and easily measure performance by country. A discovery campaign with Search Match helped with keyword expansion by mining for local nuances in popular, relevant search terms. A brand campaign captured searches for keywords related to their app and company name. Category and competitive campaigns focused on keywords related to similar types of apps and the app genre (delivery, different cuisines, etc.).

“With Apple Search Ads, account structure is key to success,” says Delivery Hero Global Head of SEM Kate Syrmakesi. “Grouping by keyword theme allows us to understand performance by market separately and take insightful action on bidding.” The best performing keywords from discovery campaigns were moved to brand, competitive, and category campaigns as exact match with aggressive bids to maximize impressions. The team found brand campaigns drove the most downloads followed by competitive campaigns.

The foodpanda team also invested in ad placements on the Search tab to expand exposure and influence customers when they’re in the mindset to search for an app to  download. Featured at the top of the suggested apps list, ads on the Search tab helped reach a broad audience before they narrowed in on a search. In fact, ad placements on the Search tab increased iOS acquisition in Thailand and Hong Kong by 50 percent within two months.

“Being featured in the prominent position on the Search tab brings a huge benefit to our brand, keeping us top of mind while boosting incremental new user acquisitions,” says Syrmakesi. “Search results campaigns combined with ads on the Search tab are a valuable combination of pull and push marketing in one channel.”