By targeting game-based keywords, IMVU began to overtake competitors that were previously utilizing similar terms. At the start of the campaign, IMVU ranked #12 for “avatar game,” but rose to the #1 spot after integrating the recommended keywords . Similarly, it became the top-ranked app for “social games” and ranked in the top five for terms such as “chat games” and “virtual games.”
While the initial keyword, metadata and Search Ads optimization resulted in excellent performance, there was still work to be done. The next area of focus was conversion optimization. This involved updating and testing the creative elements of the IMVU app page and search listing.
Prior to the optimization, IMVU’s icon was a speech bubble with the app name overlaid against a black background. When compared with competing apps, we found that icons featuring avatars on a bright background performed the best. Furthermore, integrating logos helped maintain brand identity. Although including multiple characters is visually stimulating, having one serve as a focal point for the user to look at provided the most positive results.