Rocket Lab, a multinational App Growth Hub founded in 2019 and known for accelerating app growth, celebrates the results of its ASA (Apple Search Ads) solution in the Brazilian market, with the adoption by 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 brands and clients' businesses in apps through marketing campaigns.
“The successful adoption of the ASA solution demonstrates the accuracy of our strategy as an App Growth Hub and the projected business growth on the iOS platform. In addition, 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,” assures 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 boasts consistently growing numbers, such as Average Revenue Per User (ARPU) for 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, i.e., searching for a 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 one month of the campaign," says Simões.
To give you an idea of the scale and loyalty, approximately 70% of iOS users discover new apps by searching on the App Store, and 65% of downloads occur after a search. In practice, with ASA, brands can buy ads from the App Store inventory in formats such as:
Today Tab: uses 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 performs a search on the App Store, your ad may appear at the top of the search results.
Product Page: ads that appear as 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.
Difference in numbers
But then why use Rocket Lab's solution and business consulting to achieve the results desired by companies and brands?
Instead of limited visibility, manual campaign management, and a myriad of taxes associated with international invoicing, Rocket Lab allows you to optimize iOS campaigns based on post-installation events, promote data integration with MMP in unified reports, perform intelligent bidding, analyze competitors, and create benchmarks through automation and the use of AI, all with local invoicing in Brazil – representing savings of up to 35% in taxes. Through the App Growth Hub, clients experience, on average, an increase of over 50% in installs, 60% in TTR (total response time), and over 50% in conversions, according to company 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 competition, to obtain a balanced combination of reach and brand protection. And this balance can be adjusted according to market demand and period.
The success of the solution is evident in the timeline so far. In November, during Black Friday campaigns, ASA clients achieved such impressive results that they increased their budget invested in the solution by more than 3,000 times throughout the month. And to demonstrate that there was also sustainability after Black Friday, one of Hub's retail clients secured a TTR of 66% and a purchase-per-install rate of 32% in the first week of January.
In other words, it's no coincidence that from August (when it was launched) until now, the solution has quickly gained the trust of customers, going from two initial test clients to 20 current clients, encompassing companies and brands from sectors such as Retail, Entertainment, Travel, Sports, Fashion, Pet and Supermarkets.
“It’s a product that’s a perfect fit for the Brazilian market, and the results have exceeded our clients’ expectations. The scalability of the investment reflects the growing market interest in tools that optimize campaigns and guarantee consistent results on iOS,” assures Simões. “Our goal is to sustain campaign performance, not just 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, guaranteeing lasting results,” he concludes.
