Fattal Hotels, an Israeli hotel chain, launched the yala hotel deals app and partnered with mobile agency Moburst to grow app installs. They ran search app install campaigns on Google Search and Google Play targeting relevant keywords to reach customers looking for hotel apps and deals. This led to an 884% increase in yala installs and a 1920% increase in conversion rate while decreasing cost per install by 33%. Overall, the campaign grew app revenue by 1579% and return on investment by 268%, showing the effectiveness of using Google search ads to engage customers already searching online.

1. Fattal Hotels, one of Israel’s largest hotel chains, created an app called yala that
offers last-minute hotel deals up to 40% off. Mobile is becoming the main platform
for travel in the Israeli market, so the company wanted to be sure to reach relevant
users at times that matter, while searching for their next vacation.
When yala launched in the second quarter of 2015, Fattal Hotels and mobile
agency Moburst were looking for ways to grow the app by reaching high value
new customers at scale. The challenge was to generate installs from customers
with high lifetime values, while keeping a low cost per install. Fattal and Moburst
launched search app install campaigns to run seamlessly across Google Search
and Google Play. They targeted hotel terms and branding keywords, making search
app install ads show up in search results based on relevant user queries.
“App discovery plays a critical role in building a successful app business, and our
users go to both Google Search and Google Play to find new Android apps,” explains
Boris Kimelman, Head of E-Commerce. “Leveraging the power of user intent
through targeted search queries is a great way to reach users at the moment they
are actively looking for an app like yala on Google.com, but also when they’re ready
to download in Google Play.”
By targeting users in all moments that matter –
when searching for the Fattal Hotels brand, for
the competition, hotel deals, summer vacations
and holiday getaways – yala installs increased
by 884% and the conversion rate grew by 1920%
by the end of the third quarter, while the cost
per install dropped by 33%. Overall app revenue
grew by 1579% and return on investment grew
268%. “Google helped us increase the number
of installs in a short timeframe and gave us
valuable insights on in-app user behaviour at the
same time,” Boris says.
“Working with many media channels, we found
that users who came from Google search
ads were qualified to convert into loyal users,”
affirms Ithai Eldan, VP of Media at Moburst.
“Google Search enabled us to engage with
the targeted audience at the point of need for
the yala app, and to increase revenues while
decreasing the cost per install.”
Through advertising on Google Search and
the Play Store, Fattal Hotels increases
installs of new yala app by 884%
About Fattal Hotels
• One of Israel’s largest hotel chains
• Creator of yala app
About Moburst
• Full-service global mobile marketing agency
Goals
• Increase app installs
• Drive down cost per install
• Aim for high customer lifetime value and
return on investment
Approach
• Initiated advertising on Google Search and
Play Store
• Optimised activity
Results
• Installs increased by 884%
• Conversion rate grew by 1920% growth
• Cost per install dropped by 33%
• App revenue grew by 1579%
• Return on investment increased by 268%
Case Study | Fattal Hotels
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