Customers improve how they bank.
Varo Bank boosts conversions.

To drive acquisition efficiency with Apple Search Ads, the Varo Bank team set up their account structure with discovery, brand, competitive, and category keyword campaigns. Search Match and broad match helped surface new relevant keywords. They moved high-performing keywords from discovery into other campaigns as exact match. Competitive and category campaigns helped scale visibility to wider audiences interested in banking apps.

The Varo Bank team closely tracked performance at both the campaign and keyword levels. They removed less efficient search terms and adjusted bids to drive more impressions and reduce reliance on just a few keywords. When the team noticed keyword bids start to fluctuate, they optimized their bidding to stay competitive.

To maximize ad relevancy, the team at Varo Bank used ad variations to align top-performing keywords with different app previews or videos from its App Store product page. They created ad variations that highlighted popular app benefits like no overdraft fees or getting paid up to two days early when customers set up direct deposit.

“Apple Search Ads helped us learn more about what resonates with different customers,” says Varo Director of User Acquisition Tamar Kassoff. “By targeting different segments with relevant messaging and creative, we were able to increase conversions while achieving one of the lowest cost-per-acquisition rates of any ad platform.”