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SPEAK maximizes brand reach.

Focused on increasing brand exposure with the broadest audience possible, the SPEAK team invested in Apple Search Ads, separating search results campaigns by keyword themes. With brand and competitive campaigns, the team captured strong intent for search terms related to their brand and similar apps. To optimize conversion rates and capture strong intent during their peak season, the team ran a TV ad campaign and simultaneously increased their overall Apple Search Ads budget, boosting bids on high-performing keywords to expand reach with the right audiences.

“During our peak season, we saw significantly increased brand search volume driven to the App Store by external branding campaigns,” says SPEAK Marketing Team Manager Jian Kim. “We discovered that Apple Search Ads plays a significant supportive role in the lower part of our funnel, and increasing Apple Search Ads investment during key branding campaigns has become a key part of our incremental growth strategy.”

To further capitalize on seasonal opportunities, the SPEAK team complemented their search results campaigns and television commercials with additional ad placements across the App Store. Today tab ads positioned the SPEAK app prominently on the front page of the App Store, reaching a large number of people starting to discover apps. With ads on the Search tab, the team was able to influence intent before people narrowed in on a search. And the team also stayed competitive and top of mind with ads on product pages.

“By synchronizing the airing of TV ads with multiple Apple Search Ads placements across the App Store, we increased brand search volume by an impressive 4x,” says Kim. “This harmonious coordination of our marketing efforts across channels helped optimize the user journey from awareness to installation, giving them more touchpoints to connect with our brand and driving higher conversion rates.” With this multi-placement strategy, the SPEAK team increased Apple Search Ads investment by 1.3x over the previous year and saw 1.2x higher ROAS.

Leading up to their peak season, the team at SPEAK also prioritized creative alignment across channels. They optimized relevancy by creating ad variations based on custom product pages they set up in App Store Connect. To better align campaigns across platforms, these custom ads highlighted visuals and messages from their TV spots featuring a top Korean celebrity. When potential customers tapped the SPEAK ad on the App Store, they landed on a custom product page that matched the ad creative — creating a seamless experience.

“To strengthen our brand message and maintain consistency, we integrated the visual elements and messages from TV into all custom product page screenshots used in Apple Search Ads,” says Kim. “This alignment provided users with a cohesive branding experience and contributed to more effective user engagement. Moving forward, we’ll continue to expand our market share and enhance profitability through ongoing keyword discovery and custom product page development, delivering more relevant ads to our target audience.”