Case Study
Optimizing onX’ Apple Search Ads Bids with AI
20%
Increase in installs
2.2%
Reduction in Cost-per-Acquisition (CPA)
Client Summary
ASAi+ is Phiture’s AI bid optimization tool tailor-made for Apple Search Ads auctions. It’s based on machine- and reinforcement learning, and follows its goal to improve campaign performance while reducing costs for our clients.
The Challenge
OnX Backcountry is a GPS navigation app for outdoor enthusiasts, offering a wide range of features to help users plan and navigate their human-powered adventures.
Apple Search Ads represents a large portion of onX’ marketing mix, and the onX team was looking to increase its efficiency and effectiveness to be able to scale up this channel even further.
Phiture’s ASAi+ models were employed to optimize keyword bids across several campaigns. The models, trained on historic performance and proprietary market data, quickly provided onX with the desired increase in installs, whilst reducing their Cost-per-Acquisition (CPA). ASAi+ effectively managed the campaigns without the need for manual intervention.
Real data; Shortly after enabling ASAi+, onX saw a significant drop in CPA, while installs were increasing.
Koby Gordon
Senior Marketing Manager, onX
“Phiture’s ASAi+ tool allowed us to go beyond simple bidding automations and unlock another level of growth on Apple Search Ads. Once implemented, this was a huge efficiency driver for our team. Not only were we able to scale our results on Apple Search Ads to levels we had not seen before, but this technology also saved us time through automating manual optimization and budgeting work.”
The Results
Multiple separate campaigns were tested, resulting in a total 20% increase in installs and a 2.2% reduction in CPA within the first month.
The main campaign generated a 29% uplift in installs whilst reducing the CPA by 6.6%, improving campaign efficiencies and effectiveness significantly.
We focused on the first 4 weeks after launching ASAi+ to evaluate performance, this period provides the most accurate reflection of the model’s immediate impact, independent of seasonal effects.
“onX Backcountry is the ultimate GPS navigation app, purpose-built for all your outdoor pursuits. Try 3D offline maps specifically tailored for hiking, backcountry skiing, mountain biking, or rock climbing.”
Client: onX
Website: https://onxmaps.com
Services: ASAi+ — AI-based bid optimization for ASA
Project period: 2024