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Rappi grows in Latin America.

To drive more impressions with potential customers as well as better efficiency, the team closely monitored Apple Ads performance at both the campaign and keyword levels. The team discovered that brand and competitive keyword campaigns consistently helped drive better conversions than general category terms around delivery or specific restaurant names, and they adjusted bids accordingly. They also optimized bid strategies by country, achieving one-fifth the original cost-per-acquisition within three months after optimizing with Apple Ads.

The team at Rappi relied on Search Match to find new high-performing search terms by country, quickly uncovering subtle but important nuances with Apple Ads. By actively tracking keyword performance and impression share, they were able to glean valuable insights for each market. For example, the Spanish word for home often differs by country. These Apple Ads insights were used to optimize Rappi’s App Store product page, improving the app’s organic growth. The Rappi team also applied them to offline marketing campaigns and channels. 

For Rappi, an acquisition is counted when the user places their first order. With Apple Ads, the team at Rappi was able to attract more engaged customers who placed their first order on average 1.4x faster than users from other platforms. They also found that customer growth from Apple Ads was incremental to organic growth, and the quality of customers was even higher than organic installs.

“We plan to increase investment in Apple Ads even as budgets on other channels are reduced. We are developing automated tools to connect to the Apple Ads Attribution API to help with recommendations and automating in real time. Apple Ads is now a primary channel for iOS customer acquisition and a key partner,” says Rappi Head of Marketing Partnerships Scott Kepnach.