Rosetta Stone

Rosetta Stone sees 90% conversion lift over other media.

Rosetta Stone is a globally recognised brand best known for providing digital language learning programmes. Now it’s attracting new quality users to its mobile app with Search Ads, and seeing a 90% conversion lift for in‑app purchases.

Goals

  • Increase visibility to attract new language learners.
  • Attract quality users willing to subscribe.
  • Increase brand visibility on the iOS platform.

Strategy

  • Multiple keyword category campaigns.
  • Brand campaigns to maintain coverage.
  • Keyword discovery through Search Match.

Results

  • 60% conversion rate from tap to download.
  • 20% increase in new acquisitions.
  • 90% lift conversion rate for install to purchase.

Mobile apps expand the e-learning landscape.

A leader in e-learning innovation, Rosetta Stone is constantly adding new instructional material to its digital programmes to make learning on the go easy. Now it’s using Search Ads to attract quality users ready to learn via mobile.

“There are probably more than 30 language learning apps out there, and in that kind of competitive landscape, we have to stand out”, explains Matt Hrushka, mobile marketing manager at Rosetta Stone. “Search Ads is helping to increase our brand’s visibility and remind users why Rosetta Stone is the go-to resource thousands of people around the world looking to learn a new language.”

Brand visibility attracts quality users.

A combination of its strong brand identity and a keyword-rich Search Ads campaign is helping generate new leads, and attract new subscriptions.

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

As part of its comprehensive keyword and bidding strategy, Rosetta Stone is using Search Match to discover new keywords for campaigns. These new keywords are also supporting App Store Optimisation (ASO) efforts for organic rankings.

“Mostly, we’ve been focusing on the value of select keywords to make sure that we’re getting enough coverage whether a potential customer is searching for Rosetta Stone, or a generic term, such as German”, Hrushka says. “Search Ads gives us unprecedented insight into high-value, relevant keywords.”

Campaigns translate to results.

Hrushka and his team have set up more than a thousand keywords spread over several campaigns. As a result of their strategy, Search Ads now accounts for about 20% of Rosetta Stone’s new-user acquisitions.

“From download to purchase, we’re seeing an almost 90% conversion rate lift for users coming through Search Ads”, Hrushka says. “And with a conversion rate close to 60% from tap to download, we’re in a great spot for lead generation as users choose to start their language journey with us.”

Rosetta Stone is already a very identifiable brand, but the increased visibility with Search Ads is helping to drive conversions with long-term value.

Matt Hrushka, Rosetta Stone

Company snapshot

  • Rosetta Stone Inc. (NYSE RST)
  • Learn Languages with Rosetta Stone
  • 1,000+ employees
  • Based in Arlington, VA
  • www.rosettastone.com
  • Founded in 1992
  • App Store rating: 4+
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