A Rocket Lab, App Growth Hub is a multinational founded in 2019 and known for accelerating app growth, celebrates the results of the ASA (Apple Search Ads) solution in the Brazilian market, with the adherence of more than a dozen clients in just 6 months. Designed to optimize advertising campaigns in the iOS ecosystem, the solution presents a robust technical approach, with a strategic focus on sustainable growth for brand and client businesses in apps through marketing campaigns.
"The success of the adoption of the ASA solution shows the correctness of our strategy as an App Growth Hub and the projected growth of business on the iOS platform". As a complement, we work with channel diversification and growth loops, cyclically refining our app campaigns with data and insights about each stage of the user journey, which also ensures data-driven strategic decision-making, guarantee Daniel Simões, Country Manager of Rocket Lab.
The company emphasizes the use of ASA as the most efficient channel for iOS campaigns, when compared to other traditional channels. iOS collects increasing and consistent numbers as Average Revenue Per User (ARPU) from apps 1,7 is 2 times larger compared to Android, as well as a ROI up to 50% higher in the same comparison. Furthermore, once Apple Store users are already predisposed, that is, in search of some product or service, they become even more valuable. "One of our clients in the healthcare sector saw ASA account for 49% of their installations and 34% of their purchases on iOS in just 1 month of the campaign", says Simões.
To get an idea of the scale and loyalty, approximately 70% of iOS users discover new apps by searching in the App Store, and 65% of downloads occur after a search. In practice, with the ASA, brands can purchase ads from the App Store inventory in formats such as
Today Tab:use a customized product page as the click destination. The selected page is animated in the background of your ad, with the colors of your app icon.
Search Tab:ads that appear at the top of the list of suggested apps in the App Store, delivering awareness and downloads.
Search Results:when a user searches in the App Store, your ad can appear at the top of search results.
Product Page:ads that appear while the user browses different pages of the App Store, at the top of the "You might also like" section, for users with potential interest in the app.
Differential in numbers
But then why use Rocket Lab's solution and its business consulting to achieve the desired results for companies and brands?
Instead of limited visibility, manual management of campaigns and a multitude of taxes with international billing, with Rocket Lab it is possible to optimize campaigns on iOS based on post-install events, promote data integration with MMP in unified reports, make smart bids, analyze competitors and create benchmarks through automation and the use of AI, and with local revenue in Brazil – which represents a savings of up to 35% in taxes. Through the app growth hub, customers experience, on average, an increase of more than 50% in installations, 60% in TTR (total response time) and over 50% in conversions, according to company data.
With ASA, Rocket Lab recommends its clients a strategic mix of 45% in branding campaigns, that is, with keywords related to the brand, and 55% in non-brand campaigns – with keywords related to the category and competition, to achieve a balanced combination of reach and brand protection. And this balance can be adjusted according to demand and market period.
The success of the solution becomes evident in the timeline so far. In November, when were Black Friday campaigns held, ASA clients achieved such impressive results that they increased the budget invested in the solution by more than 3,000 times over the month. And to highlight that there was also support after the Black, one of Hub's retail clients achieved a TTR of 66% and a purchase rate per installation of 32% in the first week of January.
That is to say, it's no coincidence that from August (when it was released) until now, the solution quickly gained the trust of customers, moving from two initial test clients to 20 current ones, covering companies and brands from sectors such as Retail, Entertainment, Trips, Sports, Fashion, Pet and Supermarkets.
"It is a product with a very high fit for the Brazilian market", and the results have exceeded our clients' expectations. The scalability of the investment reflects the growing interest in the market for tools that optimize campaigns and ensure consistent results on iOS, ensures Simões. "Our goal is to sustain the performance of the campaigns", not only during promotional peaks, but over time. The ASA solution has been one of the first steps for companies to expand their strategies with us and explore other platforms we offer, ensuring lasting results, finalizes.
