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Magalu grows revenue.

To increase app discovery throughout every stage of the customer journey, the team at Magalu, with performance strategy and execution partnership from Monks, invested in multiple ad placements across the App Store. With ads on the Today tab, they boosted brand awareness and visibility on the first page, where millions of people start. Search tab campaigns, managed by Monks, extended reach to even more shoppers, influencing consideration before potential customers even searched for similar apps. The Magalu team consistently increased investment in these premium placements during holidays like Christmas and special clearance sales events, capitalizing on moments of higher shopping intent on the App Store. “Prominent ads on the Today tab and Search tab maximized our visibility and brand awareness across the App Store, leveraging various touchpoints to enhance engagement and significantly drive user acquisition — especially during key promotional periods,” says Monks Media Technical Lead Fellipe Nakamura. “We also found that the Today tab increased brand recall, while Search tab ads increased installs by 292 percent compared with the previous week.” Additionally, Search tab ads drove a 22 percent lower cost-per-install and a 37 percent higher conversion rate during the sales promotion period compared with the previous week.

During key seasonal opportunities like Black Friday and Mother’s Day, the team at Magalu prioritized creative optimization for Apple Ads campaigns. They customized visuals and messaging to make ads more relevant and maintain consistency across marketing platforms and in-store displays. For one payday campaign, they customized creative with ad variations based on custom product pages set up in Apple Connect. Timed to the period of month when most Brazilians are paid, the attention-grabbing creative highlighted discount messaging and prominently featured specific products on sale.

To maximize impact and capture strong intent during the national pay period, the Magalu and Monks teams leveraged these payday custom product pages for their Today tab ads. They also embedded a deep link to their custom product pages, connecting shoppers directly to a landing page where they could redeem the discounts featured in the ad and make purchases faster.

“This combination of Today tab exposure and relevant creative with a deep link straight to a timely promotion, orchestrated in collaboration with Monks, streamlined the ad experience for shoppers, increasing installs by 691 percent, average revenue per user by 129 percent, and return on ad spend by 112 percent,” says Nakamura. “We also saw a 10 percent increase in brand keyword impressions compared with the previous payday promotion when we didn’t run the Today tab and Search tab campaigns.”

“I am incredibly proud of the results we’ve achieved through our partnership between Apple, Magalu, and Monks. By optimizing our Apple Ads strategy, we not only increased app installs by 691 percent, but also significantly improved our average revenue per user. This campaign demonstrated the power of relevant advertising and deep links, allowing shoppers to find amazing deals quickly,” says Monks Media Director Lucas Pizetta.

The Magalu team continued scaling reach to as many potential audiences as possible by complementing their Today tab and Search tab placements with search results campaigns. With focused investment in brand campaigns, the team captured strong intent for their brand terms and protected their category leadership from competitive challenges. Discovery campaigns and Search Match helped find new relevant keywords to stay competitive and take advantage of category trends. The team actively monitored these search campaigns, adjusting keywords, bids, and budget based on performance.

“By analyzing search term reports, we can identify high-performing keywords and allocate our budget according to performance, ensuring that we allocate more resources to the most effective campaigns,” says Nakamura. “This ability to measure performance in real time has enabled us to make informed, data-driven decisions, fostering immediate growth and strengthening our long-term marketing approach.”

Insights from Apple Ads also helped the Magalu team better optimize performance across marketing platforms and align efforts within their company. In fact, learnings from paid campaigns informed their App Store product page optimization, driving incremental download growth. “Apple Ads continues to help us design more targeted and effective campaigns while also fostering closer collaboration with our ASO (App Store Optimization) team,” says Magalu Acquisition Lead Gabriela de Sousa. “Apple Ads has had a big impact on our business, allowing us to optimize our operations daily, enhance our overall marketing strategy, and better navigate the dynamic shopping landscape in Brazil. Monks’ partnership has been instrumental in achieving these results.”