The document outlines a success story about how Flowkey utilized Apple Search Ads in key markets like the US, Austria, Germany, and Switzerland, achieving an 80% increase in new downloads. Key tactics included structuring campaigns effectively, focusing on a broad range of keywords, and utilizing automation tools for optimization. Ongoing campaign management and localization were highlighted as crucial for sustained growth and efficiency.

1. SearchAdsHQ
& flowkey
SUCCESS STORY

2. Key markets
US, Austria, Germany, SwitzerlandApple
Search Ads
for flowkey
Apple Search Ads as UA channel: high ROAS
which we don’t see for other paid channels;
backbone for experiments with new channels.
Strategy
Growth
KPIs
Revenue, Events, CPA,
Cost per Goals, ROAS

3. 2019 2020
Spend
+7%
+23%
+55%
+70%
Q3 Q4 Q1 Q2

4. ROAS
2019 2020
Q3 Q4 Q1 Q2
x1.0
x1.4
x1.8
x2.0

5. +80%New
downloads
In 2020 the number of downloads
increased by 80%.

6. Increase of New
Downloads
in New Markets
+900%
New Downloads

7. Success tactic
01
Structure campaigns in
a way that made sense
for the product.
02
Focus on a broad range of
storefronts (expanded
campaigns about 65% in one
year).
03
Now have 70% more active
keywords compared to last
year and keep on searching
for new ones.
04
Aim to localize the keyword
sets for all markets where
we run campaigns.
05
Went after LAT_ON users.
06
Take seasonality into
account.

8. SearchAdsHQ
Automation
Over 500 variations of Apple Search Ads
automation rules and alerts in SearchAdsHQ.
1
2
3
Rule to optimize keyword bids
by your target metric.
Rule to automatically pause
ill-performing keywords with
high CPT bid, but low ROAS.
Alerts warning you when your
spend on keywords gets too high.
4 Bulk management: duplicate the
whole account structure to a new
storefront in a few clicks.

9. Apple Search Ads needs SearchAdsHQ capabilities
Quick access to full funnel:
from impressions to events
➔ All-on-one dashboard: Apple Search Ads metrics with MMPs data
➔ Custom conversions configuration & filters
In-depth overview of the account
➔ Intuitive layout + total summary for the linked accounts
➔ Charts at every level and cohort analysis
➔ Custom columns & dashboard column presets
Saving time & cutting routine tasks
➔ Automated rules & smart alerts
➔ Bulk management
➔ Campaign structure duplication in a few clicks
Keywords management ➔ Built-in Keyword Planner
Scaling campaigns
➔ Campaign duplication to enter new storefronts
➔ Bulk operations to run discovery campaigns
➔ Automated rules focused on scaling
SearchAdsHQ

10. How to scale
successfully?
The most important work is to maintain
the campaigns and check every one of
them regularly to keep growing and
defining opportunities and risks.
Key success pillars:
Localize each storefront
Work on the campaigns
continuously