Travelers save money.
Omio grows revenue.
The team at Omio wanted to expand internationally in a competitive category. They needed to raise app visibility with new travelers and reposition broader app capabilities to returning customers in existing markets. “We knew Apple Search Ads would be the ideal platform to quickly gain worldwide marketing coverage as well as real-time insights into new markets,” says Omio Mobile Marketing Manager Giacomo Melandri.
Apple Search Ads helps us quickly launch and scale in new markets, often gaining a first-mover advantage. It also provides insights that we can replicate across channels.
Scale reach with automation and optimization.
With big expansion goals, Omio’s small team invested in automation to help scale campaign creation and optimization. The team leveraged the Apple Search Ads API to develop their own campaign management platform. They used this in-house tool with Search Match to discover keywords, competitors, and potential partners in new markets.
The Omio team placed search terms that consistently performed well in ad groups with exact match to drive efficiency. In new markets, Apple Search Ads helped them discover language and seasonal nuances. By tracking when travel searches rise and fall on the App Store, the Omio team localized keyword and bidding strategy to capitalize on country-specific seasonality.
Complement organic growth.
With Apple Search Ads, the Omio team saw the app’s rankings on the App Store increase. They also gained incremental organic downloads, augmenting growth in new markets with Apple Search Ads. “We saw massive organic growth after running Apple Search Ads, with a 2x increase in installs after Apple Search Ads scaled in our core markets,” says Melandri.
“Building trust with travelers is crucial. Apple Search Ads allows us to better showcase our product and instantly capture user intent. With our App Store creative assets, we can spotlight app features or reinforce value propositions aligned directly to user searches. This helps drive powerful growth with more valuable leads who have strong intent,” adds Melandri.
Reengage by highlighting new app capabilities.
As Omio expanded its travel offerings around the globe, reengaging previous customers became a priority in existing markets. Redownload campaigns included ad groups structured by top-performing keyword themes and highlighted unique capabilities in key markets.
“By engaging the right users with the right value proposition, Omio is able to reengage users who are more likely to convert. On average, revenue is 3x higher from returning users through Apple Search Ads compared with those reengaged through other paid channels. We have also found that, on average, each returning user reacquired through Apple Search Ads brings 100 percent higher value than a user from any other paid channel,” says Omio SEM Manager Eugenio Fasano.
- Travel category
- Founded in 2013
- Based in Berlin, Germany