Elevating Pinger’s Apple Search Ads with ASAi+

Pinger, the creator of Sideline and TextFree, offers users alternatives to traditional carrier phone plans and business phone systems. Pinger relies on Apple Search Ads (ASA) to drive user acquisition and maintain its competitive edge in the mobile app market.

Initially, Pinger had managed their ASA campaigns through SplitMetrics. However, these rule-based systems proved inadequate, as they were too rigid and struggled to optimize campaigns effectively. Pinger needed a more flexible and intelligent solution to scale their ad spend, boost user acquisitions, and enhance their Return on Ad Spend (ROAS).

Phiture introduced ASAi+, an advanced AI-driven platform designed to manage and optimize ASA campaigns dynamically. ASAi+ offered real-time bid adjustments, automated keyword discovery, and customizable ROAS targets, enabling Pinger to efficiently manage multiple campaigns across different apps without manual intervention.

ASAi+’s adaptive bidding strategy continuously adjusted to market shifts, balancing CPA control with install volume. Through daily keyword discovery and automated spend allocation between keywords, ASAi+ maximized spend efficiency and reduced wasted budget.

After six weeks, the selected campaigns experienced a 31% increase in acquisitions and a 23% decrease in CPA, surpassing initial projections without adding keywords or increasing budgets.

ASAi+ had a particularly remarkable impact on Pinger’s branded campaigns:

• Brand Campaign A
  • Acquisitions: Increased by 24.6%
  • CPA: Decreased by 19.4%
• Brand Campaign B
  • Acquisitions: Increased by 44.3%
  • CPA: Decreased by 43.63%

By intelligently reducing bids to prevent overbidding, ASAi+ lowered the average Cost per Tap (CPT), resulting in budget savings and enabling more cost-effective user acquisitions.

ASAi+ was first deployed in a controlled experiment over six weeks, maintaining consistent budgets and keyword sets to accurately measure performance changes.

To validate the effectiveness of ASAi+, we compared the performance of campaigns managed by ASAi+ (the treatment group) against similar campaigns that continued to be managed manually (the control group)

Our null Hypotheses were:

1. ASAi+ did not significantly decrease CPA.
2. ASAi+ did not significantly increase acquisitions.

The results showed that both acquisition uplifts and CPA reductions were statistically significant (p < 0.01), which allowed us to reject both null hypotheses.

The treatment group (managed by ASAi+) demonstrated meaningful improvements compared to the control group, confirming that ASAi+ optimizations were the primary drivers of performance gains.

After the successful first optimization round, Pinger deployed ASAi+ to their entire Apple Search Ads account across all apps — with similar success on the new campaigns.

Implementing ASAi+ transformed Pinger’s ASA campaign management, delivering significant growth in user acquisitions and cost reductions at the same time. The AI-driven approach provided the adaptability and scalability Pinger needed, ensuring their ad spend was optimized for maximum impact.