How SplitMetrics Agency Drove Non-Brand Growth for WoT Blitz through Apple Search Ads

Launched in 2014, World of Tanks Blitz is a free-to-play mobile game that features a diverse lineup of tanks from different nations and historical periods. Known for its immersive gameplay and vibrant community, WoT Blitz has amassed millions of players worldwide.

Challenge

Wargaming’s WoT Blitz team faced three key challenges:

• Expanding non-branded reach to tap into broader audience segments.
• Leveraging automation to further streamline the management of non-branded keywords and maximize efficiency.
• Balancing in-house expertise with external support to get the best possible results.

Solution

SplitMetrics Agency partnered with WoT Blitz in October to address these goals focusing on expanding non-branded keyword traffic. Key actions included:

• Platform Integration: Integrated the SplitMetrics Acquire platform with WoT Blitz’s BI systems for seamless data flow and insights.
• Keyword Expansion: Added over 200 new keywords to capture non-branded search interest.
• Targeted Campaigns: Updated campaigns in key regions such as CIS, NA, East EU, West EU, and some Asian countries with new keyword optimizations.
• New Campaign Launches: Rolled out additional non-brand campaigns to maximize reach.
• Automated Optimization: Created new auto-rules focused on main KPIs, such as predicted ROIs (pROIs), to drive efficiency and performance.

Results

Within the first month, WoT Blitz experienced significant improvements in performance metrics:

Install Growth: October installs rose by 36.5% over September.

Conversion Improvement: The tap-to-install rate increased by 6% reflecting a stronger user journey from click to download.

Cost Efficiency: CPI dropped by 15% achieving cost savings while maintaining profitability.

Through collaborative efforts between SplitMetrics Agency and WoT Blitz in-house team, including targeted keyword expansion and optimized campaign strategies, we achieved impactful growth for WoT Blitz, significantly enhancing non-brand traffic and overall campaign efficiency.