ABOUT THE COMPANY & CHALLENGE
italki is an online platform connecting language learners with native-speaking tutors for personalized language lessons. Users can improve their language skills through one-on-one sessions in over 150+ languages.
In their efforts to optimize Apple Search Ads search results campaigns across multiple regions such as the US, UK, FR, DE, and others, italki faced challenges in boosting conversions while simultaneously cutting down costs. Consequently, they opted to collaborate with SplitMetrics Agency, tapping into their specialized knowledge in Apple Search Ads and App Store Optimization (ASO).
EXECUTION STRATEGY
Research is the first and very important step that can’t be omitted, and always conducted by SplitMetrics Agency when working with a client. Upon analyzing italki’s Apple Search Ads search results campaigns, several issues were spotted:
To address these challenges, Agency's experts decided to implement various strategies, including updating Brand, Generic, Competitor, and Discovery campaigns with relevant keywords. They also added exact match negative keywords to the discovery campaign to prevent traffic overlap.
Additionally, UA Team decided to set CPA goals at the ad group level in the generic, competitor, and discovery campaigns with the main aim was to reduce cost at the upper stage of the funnel and obtain higher traffic at a lower rate.
RESULTS
INSTALLS
Installs Increased by 74.59%.
CPI
CPI Decreased by 50%.
EVENTS
Gross Events Grew by 77.08%.
CPE
CPE Reduced by 50.76%.
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