Fashion lovers shop at home.
Lamoda drives strong sales.

With Apple Search Ads campaigns, the Lamoda team scaled brand awareness to the broadest audience possible with campaigns separated by keyword type: brand, category, competitive, and discovery. This strategy helped capture searches for the app’s own brand terms, defend against competitive challenges, and increase app visibility among iOS customers interested in similar apps. Discovery campaigns with Search Match and broad match ad groups helped expand existing keyword sets.

“Discovery campaigns or broad match campaigns help us expand the list of the most relevant keywords for our app in every market without a significant investment of time and effort,” says Lamoda Senior Affiliate and Mobile Acquisition Marketing Manager Zinaida Klenova. “With brand campaigns, we reach high-engagement users by showing them the app according to their needs.” 

The Lamoda team closely monitored performance at the keyword level to optimize results. They immediately moved newly discovered keywords into exact match ad groups. Bids were adjusted based on what search terms were generating the strongest conversions by engaged shoppers. Impression share reports for branded keywords also helped the team guide bidding as well as gauge incremental organic growth.

“We constantly assess all the factors affecting organic traffic, and Apple Search Ads have a beneficial effect,” says Klenova. “With Apple Search Ads, we can effectively achieve our goals: Protect our brand, attract new customers who are ready to install the application, and conduct testing to improve efficiency in the future.”

To prepare for peak shopping seasons, the team at Lamoda adopts a localized approach based on customer behavior by market. For example, Apple Search Ads data helped them identify that while shoppers in many markets focused on specific sale days in November, Russian customers were active throughout the month. To leverage spikes in interest, the team adjusts cost-per-tap bids in key markets based on seasonality, and also adds relevant seasonal search terms to campaigns.

The team plans to continue to leverage Apple Search Ads to drive growth across Russia and new markets. Expanding keyword lists and audience segments is a priority. To further improve efficiency, they’re interested in creative optimization, new customer engagement, and redownload campaigns.