Yandex.Taxi

People get a ride.
Yandex.Taxi gains new markets.

Looking to grow its ride-sharing business in new markets outside of Russia, Yandex.Taxi put Apple Search Ads to work to expand in new regions.

The Results

26% of overall new customer acquisition driven by Apple Search Ads.

5x higher conversion rate compared with other channels.

20% increase in likelihood of booking a ride after download compared with other channels.

The Challenge

Russia’s biggest tech company wanted to grow business for its ride-hailing app Yandex.Taxi. The app was already well known in its current markets — with over one billion rides taken since 2011 — but Yandex.Taxi wanted to expand into new and unknown markets, including Israel, Kazakhstan, Romania, and Finland.

Customers acquired through Apple Search Ads are over 20 percent more likely to book a ride after downloading our app compared with customers acquired through
other channels.

Marina Terekhina,

Senior Mobile Marketing Manager at Yandex.Taxi

The Solution

Build more robust campaigns with Search Match.

To increase ad impressions and reach more customers, Yandex.Taxi used Search Match in discovery-based campaigns. Search Match helped Yandex.Taxi identify and bid on high-volume generic and competitive keywords, gaining more exposure on the App Store. Search Match insights were also used to optimize their App Store listing metadata to increase organic rankings. With Apple Search Ads campaigns, Yandex.Taxi drove significant growth by structuring campaigns by keyword type: discovery, category, competitive, and brand.

“We started by launching campaigns in five new markets, and we saw 26 percent of our overall customer acquisition driven by Apple Search Ads,” says Yandex.Taxi Head of Expansion and International Performance Vladimir Solosin. “With Apple Search Ads, we see a significantly lower cost-per-acquisition (CPA) and five times higher conversion rates compared with other paid channels,” continues Solosin.

Attract highly engaged customers.

How quickly new customers book their first ride is an essential metric for Yandex.Taxi. With Apple Search Ads, the team has been able to engage customers when they’re most likely to download and use the app, resulting in significant channel efficiency. “Customers acquired through Apple Search Ads are over 20 percent more likely to book a ride after downloading our app compared with customers acquired through other channels,” says Yandex.Taxi Senior Mobile Marketing Manager Marina Terekhina.

After such phenomenal success with Yandex.Taxi, the company looks forward to future growth on the AppStore. AppleSearchAds will continue to be an integral part of the Yandex.Taxi paid user acquisition strategy for its suite of apps. As Terekhina says, “AppleSearchAds has become a trusted partner to us in reaching our goals for expansion.”

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