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Rakuten boosts downloads.

To expand reach to as many relevant audiences as possible, the Rakuten team separated search results campaigns by keyword theme (brand, category, competitive, and discovery). They adjusted bids weekly to optimize performance down to the keyword level for cost-per-install and cost per first-time buyer. Quarterly performance analysis helped identify consumer trends and keyword insights year over year.

"Search results campaigns help us understand how to strike the optimal balance between the impression share we are getting for a bid and the cost-per-install,” says Rakuten Search Director Yulia Briman. “Our ongoing bid optimization for nonbrand terms and testing different bid limits as well as flexible budgeting have led to consistent double-digit growth in installs year over year with Apple Search Ads.”

To maximize visibility at every step of the customer journey, the Rakuten team created an Apple Search Ads strategy with multiple placements across the App Store, increasing brand awareness and tripling impressions during Cyber 5. Ads on the Today tab helped boost app discovery with broader audiences interested in deals and savings. With Search tab campaigns, the Rakuten team was able to influence consideration with more shoppers.

“By investing in both exploratory (Today and Search tabs) and intent-based (search results) placements, we can engage people at different stages of the funnel, especially with increased investment during tentpole events,” says Rakuten SEM Manager Mohan Sha. “Early-stage shoppers get acquainted with our app through the Today and Search tab ads, while those with clear intent find our app through the search results campaigns, driving more installs with higher conversion rates.”

Ads on the Search tab increased impressions by 620 percent, downloads by 446 percent, and first-time buyers by 669 percent. Today tab ads boosted impressions by 177 percent while cost-per-install improved by 36 percent. The Rakuten team also turned to ads on product pages to stay competitive and boost market share during key sales events. “An always-on multi-placement Apple Search Ads strategy helped build Rakuten’s brand awareness and drive conversions year-round, engaging users at each stage of the discovery and download process,” says Sha. “The integrated use of search results campaigns with Today tab, Search tab, and product page placements created a powerful synergy, enhancing overall campaign performance and efficiency across our marketing funnel.”