Customers find trusted insurance.
Signal Planner maximizes
brand visibility.

To boost brand visibility with as many potential customers as possible, the Signal Planner team first created search results campaigns. By separating campaigns by keyword themes (brand, competitive, category, and discovery), they were able to reach different audiences and better optimize performance. “Apple Search Ads has been crucial to our mobile marketing strategy because the App Store offers a reliable and trustworthy environment where customers feel comfortable and confident discovering apps without worry,” says HabitFactory CEO Yunho Jung. “Search results campaigns were effective in driving high-intent traffic.”

To expand reach to more audiences across the App Store, the team at Signal Planner complemented search results campaigns by investing in ads on the Today tab, on the Search tab, and on product pages. “With Today tab ads, we were able to reach potential users at the very top of the funnel, introducing our app to a wider audience before they even began searching for an app like ours,” says Jung. “Similarly, Search tab ads helped us capture users who were actively browsing for apps but may not have been specifically looking for insurance-related tools. By appearing in these various placements, we were able to stay top of mind and ensure that users encountered our brand multiple times throughout their app discovery journey.”

Leading up to a large-scale television commercial campaign, the Signal Planner team increased investment to ensure the strongest-possible presence on the App Store. While they spread budget across all placements, they slightly prioritized Today tab ads, believing these ads would capture more immediate attention following the TV spots. “The synergy between the television commercials and ads on the App Store has been very effective. While the TV campaign helped us reach a wider audience and establish broader brand recognition, Apple Search Ads allowed us to capture users who were actively searching for insurance solutions on the App Store and showing high intent,” says Jung. “After the TV campaign aired, we saw a significant increase in users searching for our brand, which translated into higher conversions.”

Specifically, the Signal Planner brand search volume on the App Store increased by 28 percent. First-time downloads grew by 31 percent, and overall installs from ads on the App Store went up by 63 percent, with overall impressions increasing by 111 percent. Ranking on the App Store also increased significantly after running the TV campaign and multiple ad placements. “By maximizing the app’s share of voice across key placements, we effectively enhanced visibility and discoverability, contributing to more impressions, downloads, and even the ranking improvement. This synergy between increased demand from TV and optimized ad placement across the App Store played a crucial role in our app’s success,” says Jung.