Customers shop across categories.
OTTO increases conversions.

With Apple Search Ads, the OTTO team separated campaigns by keyword theme: brand, category, competitive, and discovery. The brand keyword campaign reached shoppers actively searching for their company name and brand terms on the App Store. “Our brand campaign delivers outstanding return on ad spend, capturing valuable customers showing strong intent for our brand,” says OTTO App Growth Professional Expert Marian Bucher. “In an increasingly competitive category, brand protection is as critical as reaching new customers — and Apple Search Ads is an integral part of our iOS promotion strategy because it helps our brand accomplish both.” 

With a discovery campaign, the team reached a wider audience while also mining for popular search terms to add as keywords. Search Match automatically matched their ad to relevant search terms, saving them time and effort. To optimize for performance and efficiency, the team also adjusted bids at the keyword and ad group level based on return on ad spend and cost-per-order. 

To better connect with a range of potential customers, the OTTO team updated their custom product pages in App Store Connect, adding different app previews, screenshots, and promotional text beyond their default product page. With Apple Search Ads, they then created ad variations based on these custom product pages and focused on three key ad groups related to furniture, fashion, and electronics. To improve ad relevancy, the team used creatives that highlighted specific app content (product images like a chair and a coffee table for the furniture theme) clearly related to what customers in these three verticals were searching for on the App Store.

“We’re quite excited about this creative strategy because we can create more granular messages for different audiences and test a variety of ad creative quickly,” says Bucher. “With ad variations, we created a better fit between what someone is searching for on the App Store and what they are seeing in our ads.” The install rate for ad variations based on custom product pages was 12 percent higher than the default ad, resulting in 7x more installs on average.