Loved ones stay connected. TextMe re-engages customers.

TextMe’s mobile customers enjoy free domestic calling and texting, as well as low international rates. By investing in API integration, re-downloads and spikes in customer demand, the messaging app improved return on ad spend by 200 per cent with Apple Search Ads.

The Results

5X increase in re-download conversions.
56% higher lifetime value from re-downloads compared with new users.
200% increase in return on ad spend for re-download campaigns.

The Challenge

To drive acquisition in key markets, such as the US and Canada, the team at TextMe needed to reach a broad audience with diverse needs. Prospective mobile customers may be interested in TextMe’s basic features (free phone number, voicemail and call forwarding) or more complex telecom solutions (disposable mobile numbers, multiple phone number management and contactless eSIM data plans). Guided by analytics, the TextMe team focused their marketing strategy on maximising return on ad spend to boost revenue and improve efficiency.

Apple Search Ads has helped our team better understand the intent and value of our diverse audiences while maintaining our leadership position in the US.

Eymard Houdeville,
data science and marketing manager at TextMe

The Solution

Drive performance with API integration.

To save time and streamline optimisation, TextMe’s data-driven team invested upfront in the Apple Search Ads Campaign Management API. They created daily performance reports and were able to completely automate their bid management. Keyword and conversion insights from Apple Search Ads were used to evaluate organic performance and optimise TextMe’s App Store product page.

“With Apple Search Ads, we created a sophisticated keyword targeting strategy and attracted customers showing strong intent for our services,” says Eymard Houdeville, data science and marketing manager at TextMe. “The Apple Search Ads Campaign Management API also allowed our team to pivot quickly and shift bidding easily depending on our evolving priorities as a company.”

Improve efficiency with re-downloads.

Knowing that customers’ mobile needs can fluctuate over time, the TextMe team wanted to reintroduce their app to lapsed customers. To accurately evaluate the impact of re-download campaigns with Apple Search Ads, they developed a post-install data model based on machine learning and statistics. This model helped the team to identify the keywords with the highest potential value for re-downloads and increase bidding on these search terms in re-engagement campaigns.

“We improved return on ad spend by 200 per cent and increased re-download conversions by 5x in the US,” says Houdeville. “Apple Search Ads helped our team better understand the intent and value of our diverse audiences while maintaining our leadership position in the US.”

Capitalise on demand spikes by optimising bids.

Telecommunications searches on the App Store tend to spike on certain days of the week, and the TextMe team optimised their bidding strategy accordingly. To capture the increased demand, they consistently adjusted bids during this weekly seasonality. The team also remained flexible with budgeting to maximise impressions when searches for telecommunications grew unexpectedly.

“Interest in our app surged during 2020 with more people working remotely and unable to see loved ones. To ensure that we maintained high visibility with this new influx of prospects, we increased our Apple Search Ads budgets. We were able to attract highly engaged customers who made an average of 20 per cent more calls on their first day,” shares Houdeville.

Company snapshot

  • TextMe
  • Social Networking category
  • Launched in 2011
  • Based in San Francisco, USA