Kids ace the basics.
Montessori Preschool grows subscribers.
Every time the Montessori Preschool app was adapted and translated into additional languages, it was critical to quickly enter newly available markets. But understanding cultural and educational nuances often proved difficult. To scale subscriber growth efficiently, the app’s developer, Edoki, needed to tailor a strategy for each market and reach the right prospects — parents on the App Store searching for fun, child-centered apps.
Apple Search Ads drives the best acquisition results. It helps us understand new markets quickly, grow our base of customers, and drive more valuable subscriptions.
Scale growth with a localized keyword strategy.
The Edoki team set up separate Apple Search Ads campaigns for each new market they entered. A discovery campaign with Search Match helped find new, relevant search terms specific to a country or region. To further scale reach, campaigns were aligned by themes focused on brand, competitive, and category keywords like similar education and popular children’s entertainment apps.
“We always localize our keyword strategy, even if the same language is spoken in two markets,” says Edoki Acquisition Manager Chloe Jobert. “Search Match generates different, localized terms by country or region, and this is invaluable for us in understanding new markets.”
Drive conversions by optimizing bids based on performance.
To drive efficiency, the Edoki team closely monitored Apple Search Ads campaigns at the keyword level, then optimized based on performance. By moving the search terms generating the best conversion rates into exact match and adjusting bids, they were able to maximize impressions. Custom reports helped the team better understand insights like Impression share and conversions by device that informed optimization.
“With Apple Search Ads, we can easily optimize based on the keywords that work best for our app in each market,” says Jobert. “Conversion insights also help us establish our App Store product page strategy in new countries.“
Invest to capitalize on seasonality.
Heading into the pivotal back-to-school season, the team at Edoki prepared for spikes in interest on the App Store. New seasonal keywords like homeschooling, language learning, and spelling games were added to their Apple Search Ads campaigns, helping them reach engaged prospects ready to take action. By increasing bidding on top-performing search terms, they captured strong seasonal intent and improved efficiency.
“New subscribers acquired through Apple Search Ads are more likely to convert, and they also have higher lifetime value. Apple Search Ads not only drives our global expansion but also improves the quality of our overall customer base,” says Jobert.
- Education category
- Launched in 2017
- Based in Paris, France