TextNow app icon

TextNow

Mobile users
get connected.
TextNow gains growth.

TextNow ad on the App Store
TextNow offers mobile users who register a free phone number and voicemail. With Apple Search Ads, the texting and calling app increased quality acquisition, attracting customers with higher lifetime value than new users from other platforms.

The Results

#1 performing platform for iOS acquisition.
10% higher lifetime value compared with new users from other platforms.
20% lower average cost-per-acquisition than other advertising platforms.
60K downloads a month from Apple Search Ads.

The Challenge

After finding early success through word of mouth, the TextNow app became popular with a broad range of iPhone users—from teens to small business owners. To continue to grow their ad-supported business, the TextNow team wanted to attract more of the right iOS customers who would stay engaged. Improving user retention and cost efficiency were also key business objectives.

Apple Search Ads has become critical to grow our business. It delivers strong volume and a higher quality of downloads to drive positive return
on investment.

Tyler Cooper,

Head of User Acquisition at TextNow

The Solution

Improve performance with relevancy.

The team at TextNow focused on Apple Search Ads campaigns with category keywords related to key app features like free calling, free texting, and free phone number. Competitive campaigns helped improve app discoverability for users searching for similar apps.

 

“Our core audience is going to the App Store and searching for a utility. That means when we focus on search terms related to the functionality of our features, we see better performance. Customers may be doing some comparison shopping on the App Store and discover that our features better meet their needs,” says TextNow Head of User Acquisition Tyler Cooper.

Optimize ad creative to attract the right audience.

The TextNow team leveraged ad variations to find the best-performing combination of app previews and screenshots from their App Store product page. They selected specific creative assets in different orders and also aligned each set to top-performing keyword campaigns. To maximize relevancy for prospective customers, the ad creative highlighted popular app features like unlimited texting and calling, ringtones, and a free phone number.

“We can place ad creative in front of customers that aligns exactly with their searches on the App Store and improve conversions. Apple Search Ads creates a highly relevant, contextual experience for prospective customers,” says Cooper.

Company Snapshot

  • TextNow Inc.
  • Social Networking category
  • Founded in 2009
  • Based in Waterloo, Ontario, Canada
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