Fetch optimizes share of voice for
moments like the Super Bowl.

To drive acquisition and awareness, the Fetch team wanted to increase brand visibility and capture strong intent on the App Store year-round. They needed to reach engaged audiences and protect their category leadership position to stay competitive, especially during seasonal peaks. Leading up to a key brand opportunity — the Super Bowl — the team wanted to maximize the success of their 30-second TV spot by driving game-day viewers to the App Store and rewarding new users with a first-of-its-kind in-app experience.

Invest in brand to stay competitive and capture seasonal demand with search results campaigns.

To protect their leadership position and capture strong intent on the App Store, the Fetch team prioritizes investment on brand campaigns, actively adjusting budgets and optimizing keyword bids based on impression share performance. With this always-on strategy focusing on brand ownership, Fetch stays top of mind with high-intent audiences and consistently ahead of the competition.

“By continuously optimizing our branded keyword campaigns, we were able to have our share of voice for those terms consistently stay above 90 percent, which means that we are showing up when users are looking for us specifically,” says Fetch Associate Director of Performance Marketing Abby Patton.

The team also gained valuable insights on seasonal search volume from their Apple Ads search campaigns. By closely monitoring keyword search trends, they pinpointed exactly when user demand for specific terms spiked or ebbed throughout the year. For example, if they saw searches for gift-giving spike in the fourth quarter, they scaled up bids, proactively boosting visibility to capture that increased demand on gift-related keywords. In the second quarter, however, when searches weren’t as high for gift-related search terms, the team scaled back investment on those keywords.

“With this visibility into seasonality, we can strategically ramp up our budgets and bid aggressively to capture peak seasonal demand, and conversely, scale back to protect our efficiency during slower periods,” says Patton.

Boost ad relevancy and performance with custom product pages.

Given the wide variety of reward opportunities Fetch offers, the team structured search results campaigns into highly specific, themed keyword ad groups. They then aligned each group with custom product pages (CPPs) that directly matched the user’s search intent. “Our creative strategy for CPPs centers on striking the perfect balance between brand consistency and hyper-relevance,” says Patton.

To maintain brand integrity and trust, the team at Fetch kept the overall look, feel, and design elements of custom product pages highly aligned with their evergreen App Store listing. However, to maximize immediate visual relevance, they customized the first one or two screenshots to highlight specific imagery and messaging that directly matches the search intent of that particular keyword ad group.

“With custom product pages, we ensure that when a user searches for a specific benefit, the very first thing they see in our ad is a solution that speaks to what they’re looking for. If a user is looking for gas rewards, or if a user would like to earn rewards toward a treat like a latte, let’s make sure the landing page that they come to speaks to that,” says Patton. “This always-on creative strategy significantly drives up our tap-through and conversion rates.”

Capture increased demand from major events with multiple ad placements and integrated creative.

During Super Bowl LIX, the Fetch team wanted to introduce the massive game-day audience to how their brand rewards users. Their 30-second television ad highlighted “The Big Reward,” a first-of-its-kind experience that extended the TV viewing experience to a second screen. After the game’s fourth-quarter two-minute warning, Fetch gave away $10,000 to 120 winners — one for every second of remaining regulation game time — with a livestream in their app, delivering rewards directly to fans for simply tuning in to the game.

To ensure that they maximized downloads and protected their brand from competitive challenges, the team at Fetch combined Today tab ads with increased investment in their brand campaigns on Super Bowl Sunday. Today tab ads positioned their brand prominently on the front page of the App Store, reaching millions of people.

In fact, Fetch drove 11 million impressions with their Today tab campaign on Super Bowl Sunday. Additionally, they saw over 91 percent impression share for their brand terms. Brand search volume increased by 73x during the Super Bowl compared with the previous Sunday, while their organic and Apple Ads downloads increased 51x.

The Fetch team also closely aligned creative across platforms, specifically optimizing their Today tab campaign with ad variations based on custom product pages set up in App Store Connect. The custom ads that dominated the Today tab page highlighted strong branding as well as the distinct visuals and messages from their TV spot, including a compelling call to action driving people to the App Store. When potential customers tapped the Today tab ad, they landed on a custom product page that matched the ad and TV commercial creative — delivering a seamless experience across screens.