SPEAK Apple Search Ads Success Story

SPEAK

Language learners get conversational.
SPEAK maximizes brand reach.

SPEAK ad on the App Store
SPEAK offers language learners a personal AI-powered tutor to engage in real-life conversations, get instant feedback, and gain fluency fast. SPEAKeasy Labs maximized brand awareness, downloads, and efficiency by integrating Apple Search Ads placements across the App Store with TV ads during peak season.

The Results

4X increase in brand search volume during TV ad campaign.
2.3X increase in downloads after launching multiple placements.
1.2X higher return on ad spend year over year.

The Challenge

To drive customer acquisition, the team at SPEAK needed to boost brand reach and stay competitive across all stages of the marketing funnel. Leading up to their peak season in January, they wanted to enhance brand visibility on the App Store with potential customers making New Year’s resolutions to learn a language. Better integration across channels was also a top priority to improve overall marketing impact and return on ad spend (ROAS).

Apple Search Ads has been instrumental in expanding SPEAK’s market share, driving new-user growth, and gaining an edge over competing apps. The synergy of multiple placements across the App Store with our TV branding campaign was key to driving actual revenue growth, especially during our peak season.

The Solution

Drive quality acquisition and incremental growth with keyword optimization.

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.”

Capture seasonal demand with multiple touchpoints on the App Store.

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.

Improve ad relevancy and alignment across channels.

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.”

Company Snapshot

  • SPEAKeasy Labs
  • Education category
  • Launched in 2017
  • Based in Seoul, South Korea
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