Players train horses.
Rival Stars Horse Racing
expands reach.

To better manage budget and optimize for performance, the PikPok team created separate Apple Search Ads campaigns for every market. Search Match helped them reach broader audiences and identify new, relevant search terms specific to the country or region. With these local keyword insights, they were able to optimize for ROAS, moving the best-performing keywords from broad match to exact match.

The team at PikPok further scaled reach and protected against competitive challenges with brand campaigns, capturing strong intent by prospects searching for their brand franchise terms. “The search term insights we gained from Apple Search Ads were key to driving our growth in new markets,” says PikPok User Acquisition Operations Manager Brandon Yang. “They also helped complement our organic presence by informing our App Store product page optimization.”

Reengaging players who had previously downloaded the app was critical to the PikPok team’s growth strategy. To highlight updated immersive features, the team set up campaigns that were refined to returning players. They monitored performance closely, adding and removing search terms based on redownloads performance and adjusting bids at the keyword level to scale reach. 

“We’re always deepening the experience of our game, so being able to reintroduce the app to former players is an ideal way to connect with people who are already engaged,” says Yang.