Customers order rides or food.
DiDi Rider drives more conversions.

To scale reach to as many customers as possible, the DiDi Rider team separated search results campaigns by keyword theme. With brand campaigns, the team protected their brand while capturing strong intent on the App Store for keywords related to their app or company name. Competitive and category campaigns increased awareness with potential customers interested in similar apps.

“With search results campaigns, we were able to complement our organic growth, and convert new customers,” says DiDi Rider Channel Manager Hugo Passos. “We’ve continued increasing our investment in Apple Ads worldwide, making it an always-on, core channel for our brand due to the high quality and volume of iOS customer growth we’ve seen.”

To create more engaging App Store experiences for different audiences, the DiDi Rider team created customized creative with ad variations based on custom product pages set up in App Store Connect. They optimized creative for conversions by aligning high-performing keyword groups with relevant visuals and messages focused on specific app features and customer benefits. These customized ads directly addressed the interests of specific audiences and their searches on the App Store, engaging more potential customers with strong value propositions.

When people tapped one of these ads, they landed on a custom product page that matched the ad creative — creating a seamless customer experience. “We maximized ad effectiveness and acquisition with custom product pages that highlighted our core offerings —food and rides — emphasizing their unique benefits, while also addressing competitive parity by showcasing comparable services within our app,” says Passos. “Our approach delivered a user-centric experience, differentiating us by showcasing our combined service offerings, and expanding user awareness of our full capabilities.”

With custom product pages, click-through rate increased by 11 percent. First-time conversions for both ride and food delivery products also improved by 12 percent and 6 percent, respectively. Similarly, custom product pages aligned with competitive keywords that differentiated DiDi Rider from similar apps resulted in higher install volume while also increasing conversions by 10 percent.

The DiDi Rider team partnered with SplitMetrics to boost optimization efforts and efficiency. They automated bid management based on performance by main conversion event. “We tested the automation in a few countries, changing bids based on customer acquisition cost target,” says Passos. “By enhancing our Apple Ads setup through strategic tool integrations, we increased the frequency and precision of bid optimizations based on performance insights, which contributed to meaningful business growth.”

To ensure they knew the best tactics and tools to continue optimizing for success, the DiDi Rider team also completed Apple Ads Certification. “We plan to keep improving our Apple Ads strategy to better engage customers and highlight our value to their daily lives.” says Passos.