Customers shop on the go.
Wayfair improves efficiency.

With Apple Search Ads, the Wayfair team leveraged keyword-level insights to reach more customers and evaluated performance at a granular level. They identified a subset of top-performing keywords based on return on ad spend (ROAS), removed less efficient search terms, and adjusted bids accordingly to capitalize on the most relevant keywords.

“We found that certain keywords drove higher install rates but lower engagement and vice versa, which was an insight that helped us optimize our bidding strategy,” says Wayfair Associate Director of App Marketing Katie Lynch.

To connect with the widest audience possible, Wayfair removed all audience refinements, helping the company reach more customers. This approach felt like a risk initially, so the team began by testing it on competitive keyword campaigns first. “Including all users paid off. We reached the most potential customers, and downloads increased by over 50 percent while maintaining our ROI targets,” says Lynch.

In addition to growing and diversifying Wayfair’s mobile customer base, shoppers acquired through Apple Search Ads were highly engaged. They demonstrated substantially higher sign-in rates and repeat visit rates than customers from other platforms. “We grew our installs from Apple Search Ads by 400 percent year over year and attracted more shoppers who show stronger intent,” shares Lynch.