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By separating Apple Search Ads campaigns by keyword theme, the Shopee team drove visibility with the widest iOS audience possible. A brand campaign captured particularly strong intent from customers searching for Shopee’s own brand terms. The team then moved high-performing keywords to exact match, giving them the most control over budget and impressions. 

“With our keyword optimization and competitive bidding strategy, we saw higher revenue from Apple Search Ads than any other ad platform,” says Shopee Head of Brand & Growth Marketing Peggy Zhu. “We also improved efficiency with a 21 percent lower cost-per-install than other channels.”

During the shopping category’s peak season, the team at Shopee leveraged broad match and discovery campaigns to find new keyword opportunities not covered by exact match. To capture maximum shopper intent and stay competitive, they increased bids and budgets for non-brand and seasonal search terms. With insights from Apple Search Ads, the Shopee team was able to better engage local audiences during key shopping moments across the region including Tet in Vietnam, Chinese New Year in Singapore, Harbolnas in Indonesia, as well as Ramadan in Indonesia and Malaysia. 

“We will continue to increase our investment with Apple Search Ads and will consider running cross-media marketing campaigns to improve how we capture brand intent on the App Store,” says Zhu.