Rocket Lab, a multinational App Growth Hub founded in 2019 and known for accelerating app growth, celebrates the results of the ASA (Apple Search Ads) solution in the Brazilian market, with more than a dozen clients adopting it 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 brands' and clients' businesses in apps through marketing campaigns.
"The success of adopting the ASA solution demonstrates the correctness of our strategy as an App Growth Hub and the projected business growth on the iOS platform. Additionally, we work on diversifying channels and growth loops, cyclically refining our app campaigns with data and insights at each stage of the user journey, which also ensures strategic decision-making based on data," guarantees Daniel Simões, Country Manager of Rocket Lab.
The company emphasizes the use of ASA as the most efficient channel for iOS campaigns compared to other traditional channels. iOS collects increasing and consistent numbers such as Average Revenue Per User (ARPU) from apps 1.7 to 2 times higher compared to Android, as well as a ROI up to 50% higher in the same comparison. Furthermore, since Apple Store users are already predisposed, that is, looking for a product or service, they become even more valuable. "One of our clients in the health sector saw ASA account for 49% of their installations and 34% of their purchases on iOS in just one month of the campaign," says Simões.
To get an idea of the scale and loyalty, approximately 70% of iOS users discover new apps through searching the App Store, and 65% of downloads occur after a search. In practice, with 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's icon.
Search Tab:ads that appear at the top of the suggested apps list in the App Store, delivering awareness and downloads.
Search Results:When a user searches in the App Store, your ad may appear at the top of the search results.
Product Page:ads that appear while the user browses different pages of the App Store, at the top of the "You may also like" section, for users with potential interest in the app.
Differential in numbers
So why use Rocket Lab's solution and its business consulting to achieve the desired results for companies and brands?
Instead of limited visibility, manual campaign management, and a multitude of taxes with international billing, Rocket Lab allows you to optimize iOS campaigns based on post-installation events, promote data integration with MMP in unified reports, perform smart bidding, analyze competitors, and create benchmarks through automation and AI usage, all with local billing in Brazil—which results in up to 35% savings on taxes. Through the app growth Hub, clients experience, on average, an increase of over 50% in installs, 60% in TTR (total response time), and more than 50% in conversions, according to the company's data.
With ASA, Rocket Lab also recommends to 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 competitors, to achieve a balanced combination of reach and brand protection. And this balance can be adjusted according to demand and the market period.
The success of the solution is evident in the timeline so far. In November, when Black Friday campaigns were carried out, ASA clients achieved such remarkable results that they increased the budget invested in the solution by more than 3,000 times throughout the month. And to demonstrate that there was also support after Black, one of the Hub's retail clients achieved a TTR of 66% and a purchase rate per installation of 32% in the first week of January.
In other words, it is no coincidence that from August (when it was launched) until now, the solution has quickly gained the trust of clients, growing from two initial testing clients to 20 current ones, covering companies and brands in sectors such as Retail, Entertainment, Travel, Sports, Fashion, Pet, and Supermarkets.
"It is a product with an extremely high fit with 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," assures Simões. "Our goal is to sustain campaign performance 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," he concludes.
