Property Finder Defends Brand, Slashes Apple Ads CPA 94%
Takeaways
- 89% spend savings on brand campaigns
- 94% decrease in cost per acquisition (CPA) on primary brand keyword
- 88% increase in daily installs on primary brand keyword
About
Founded in 2007, Property Finder is the leading real estate marketplace in the MENA region, empowering millions of home seekers to find the right home.
Challenge
As the category leader in its markets, Property Finder considers brand visibility in high-intent search environments a strategic growth priority. Maintaining a dominant share of voice on core brand terms is critical to protecting brand equity and ensuring that user acquisition flows through official channels.
Property Finder confronted escalating costs for their brand campaigns on Apple Ads. Their objective was to maintain 90–100% share of voice on key brand terms. However, due to increased competitive bidding on these terms, their cost per tap (CPT) and cost per acquisition (CPA) were on the rise. The escalating costs meant a diminishing budget to invest in other Apple Ads placements vital to new discovery and growth. The team sought expert guidance to overhaul their approach and rein in brand protection costs.
Solution
Property Finder engaged the team at Search Ads Maven by Kochava, the Apple Ads campaign automation platform.
After learning Property Finder’s challenges and business KPIs, the Search Ads Maven team outlined a brand defense automation strategy. The strategic objectives:
1. Sustain category-leading share of voice while improving CPT and CPA efficiency on key brand terms.
2. Optimize bidding dynamics and reduce competitive conquesting impact.
3. Reduce overall spend on brand-focused search results campaigns to free up budget for discovery, category, and conquesting strategies, plus other placement types (i.e., Today tab, Search tab, product pages).
Impact
Property Finder activated the brand defense automation strategy through Search Ads Maven. This enabled real-time monitoring and automated bid optimization that wouldn’t be scalable managed manually through the native Ads Manager for Apple Ads.
In just 14 days, competitive conquesting activity declined significantly due to the automation’s impact, dramatically reducing Property Finder’s brand defense costs. After several months of sustained brand defense automation, Property Finder saw remarkable results:
• CPT & CPA for their key brand term dropped 94%
• Taps per day increased 72%
• Daily installs jumped 88%
The efficiencies gained through automation enabled Property Finder to reduce their brand campaign spend by 89%. The team is now redistributing the brand budget savings to drive highly incremental growth through non-brand search results campaign types and other Apple Ads placements.
”“As a category leader, protecting our brand presence in high-intent environments is nonnegotiable. Automation enabled us to defend this position with precision and discipline while unlocking a step change in cost efficiency.”
Ahmed OsmanDirector of Growth Marketing, Property Finder