Travelers book and relax.
Yanolja wins new customers.

With Apple Search Ads campaigns, the Yanolja team scaled reach and drove awareness with the most relevant audiences. By investing in their own brand terms, they protected their brand terms and captured interest from South Korean travelers actively searching for their popular app. Competitive campaigns increased discovery with people showing interest in similar travel and leisure apps.

“As a well-known industry leader, we prioritized defending our brand on the App Store to stay ahead of the competition,” says Yanolja Data Marketing General Manager, Misun Cho.

The Yanolja team closely monitored performance at the keyword level, specifically optimizing brand campaigns for cost-per-tap and impression share to remain competitive. Discovery campaigns with Search Match also helped uncover new, relevant search terms, including misspellings and popular travel category keywords. “By optimizing bids and daily caps based on the best performing keywords, we were able to stay top of mind with key audiences and ensure the strongest share of voice,” shares Misun Cho.¹

The team at Yanolja also took advantage of the ad creative rule that enables an Apple Search Ads advertiser to show more images and previews whenever their app is the first organic result and is also featured as an ad. Yanolja was able to showcase their app on iPhone screens in more impactful ways, helping build deeper customer engagement. In fact, their tap-through rate improved by 50% when they displayed six portrait images through organic and ad placements combined. 

To reengage former customers, the Yanolja team included returning users in their Apple Search Ads campaigns. “While our initial focus was on acquiring new users, we quickly saw that our Apple Search Ads redownloads campaign was outperforming our new user campaign,” says Misun Cho. In fact, the redownload campaign accounted for half of total impressions. Redownloads had 8 percent higher tap-through rate with a 12 percent lower cost per acquisition compared to new user campaign.

“Thanks to Apple Search Ads, we could strengthen our postinstall marketing strategies and increase first-time purchases among users who installed the app but never made a purchase,” says Misun Cho. The Yanolja team saw 53 percent higher download conversions from returning users as well as a 41 percent lower cost per acquisition for first purchases among these customers.