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HelloFresh boosts creative relevancy.

To better understand local nuances, the team created separate Apple Search Ads campaigns for every market. A discovery campaign with Search Match helped find new, relevant search terms specific to a country or region, automatically expanding keyword coverage. “We test every keyword in every one of our nearly two dozen markets, never taking for granted that what works in one will work in others,” says HelloFresh App Paid Acquisition Team Lead Eugenio Fasano. “Apple Search Ads helps maximize our brand presence on the App Store to connect with as many customers as possible in a very efficient manner.”

By closely monitoring Apple Search Ads campaigns at the keyword level, the HelloFresh team was able to improve cost efficiency while staying competitive. They adjusted bids on the best-performing search terms to maximize impressions and conversions. “With Apple Search Ads, we gain useful insights into customer needs, helping us move into new markets more quickly, localize our strategy, and even launch new products,” says HelloFresh Associate Director of Search Javier Sagastagoitia.

Focused on accelerating scale and aligning creative messaging across platforms, the HelloFresh team made ad variations based on custom product pages they set up in App Store Connect. With these custom ads, they highlighted the discount offers and vouchers also featured in their online, television, and out-of-home ads, driving a sense of urgency for potential customers on the App Store. “Alignment across markets and channels is critical to our marketing success. Ad variations gave us the flexibility to show people on the App Store the same discount that they were seeing across platforms, improving the consistency of the user journey and our campaign performance,” says Sagastagoitia. 

When potential customers tapped the HelloFresh ad, they landed on a custom product page that matched the ad creative — creating a seamless experience. “With ad variations, our Apple Search Ads could speak a common language with all our other paid campaigns, aligning our brand’s overall marketing strategy to improve performance,” says Fasano. In fact, conversion rates were 9 percent higher for ad variations than the default ad.