Intertop Success Story

We aimed to increase installs in Apple Search Ads within the current budget.

RadASO always starts by launching two ASA campaigns – Discovery and Exact.

1. The Discovery campaign focuses on expanding the semantic core and finding new relevant search terms. The Apple system automatically selects the words it deems contextually relevant to show the app. This is a search match enabled campaign with no pre-selected keywords, but we can opt to exclude the app from showing up for certain minus-words (from the Exact campaign).
2. For the Exact campaign, we create a separate group for each exact match keyword. Initially, all Exact campaign search terms are in the Data collection mode, which essentially involves the process of collecting statistics to draw upon later. Then, after gaining 1000 impressions or 30 taps, we shift the queries to go into Regular mode in their respective groups: Common term, Competitors brand, Our brand (and others, if necessary).

After conducting a detailed analysis for INTERTOP, we discovered that Discovery campaigns had stopped bringing in new relevant search terms. Therefore, we decided to turn off the Discovery campaign and distribute the budget among other groups.

Since buying the maximum quantity of impressions by brand remains a high priority for clients, we increased the budget for Our brand and Competitors brand. We also reduced the budget for groups with high installation costs, namely Data collection and Common term.

Compared to the previous month, we obtained 12.3% more installs and reduced the cost per install by 12.31% with a virtually unchanged overall budget.