Rosetta Stone expands reach.
People learn new languages.

A combination of their  strong brand identity and a keyword-rich Apple Search Ads campaign helped generate new leads and attract new subscriptions. As part of their comprehensive keyword and bidding strategy, the team at Rosetta Stone used Search Match to discover new keywords for campaigns and to support App Store Optimization (ASO) efforts for organic rankings. 

“Getting displayed at the top of App Store search results to someone who is already interested in learning a language is crucial,” says Rosetta Stone Mobile Marketing Manager Matt Hrushka. “Rosetta Stone is already a very identifiable brand, but the increased visibility with Apple Search Ads is helping to drive conversions with long-term value.”

The team continued to identify competitive keywords and implemented thousands of them across multiple campaigns. “Mostly, we’ve been focusing on the value of select keywords to make sure we’re getting enough coverage, whether a potential customer is searching for Rosetta Stone or a generic term, such as German,” Hrushka says. “Apple Search Ads gives us unprecedented insight into high-value, relevant keywords.” 

As a result of their strategy, Apple Search Ads now accounts for roughly 20 percent of Rosetta Stone’s newuser acquisitions. “From download to purchase, we’re seeing an almost 90 percent conversion rate lift for users coming through Apple Search Ads,” says Hrushka.