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Pillow - Success Stories - Apple Search Ads
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media="screen and (max-width: 734px)" srcset="/asadam/us/en_us/images/success-stories/pillow/lp/icon-lms/ss_Pillow_chicklet_LP_LMS_2x.png.small_2x.png"/> <source media="screen and (max-width: 1068px)" srcset="/asadam/us/en_us/images/success-stories/pillow/lp/icon-lms/ss_Pillow_chicklet_LP_LMS_2x.png.medium_2x.png"/> <source media="screen and (max-width: 1440px)" srcset="/asadam/us/en_us/images/success-stories/pillow/lp/icon-lms/ss_Pillow_chicklet_LP_LMS_2x.png"/> <img src="/asadam/us/en_us/images/success-stories/pillow/lp/icon-lms/ss_Pillow_chicklet_LP_LMS_2x.png" alt="Pillow app icon" class="copy-block--img"/> </picture> <p class="copy-block--eyebrow " role="text">Pillow</p> <h1 class="copy-block--heading success-stories "> People track <br class="no-br-l no-br-m br-s no-space" />sleep health. <br class="br-l br-m br-s no-space" />Pillow stays competitive across marketing funnel.</h1> <div class="social-icons-container"> <div class='clipboard-tooltip-text'>Copied to Clipboard</div> <a 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<picture> <img srcset="/etc.clientlibs/standards/clientlibs/main/resources/ss_linkedin_icon_large.jpg 2x" src="/etc.clientlibs/standards/clientlibs/main/resources/ss_linkedin_icon_large.jpg" alt="linkedinSociaIcon"/> </picture> </a> <button class="copy-to-clipboard" aria-label="Share via link" data-icon-type="copy"> <picture> <img srcset="/etc.clientlibs/standards/clientlibs/main/resources/ss_link_icon_large.jpg 2x" src="/etc.clientlibs/standards/clientlibs/main/resources/ss_link_icon_large.jpg" alt="copyLinkSociaIcon"/> </picture> </button> </div> </div> </div> </div> </div> <div class="section-foreground success-stories"> <div class="section-content section-foreground-content"> <picture> <source media="screen and (max-width: 734px)" srcset="/asadam/us/en_us/images/success-stories/pillow/article/iphone-screen/ss_Pillow_iphone_article.jpg.small_2x.jpg"/> <source media="screen and (max-width: 1068px)" srcset="/asadam/us/en_us/images/success-stories/pillow/article/iphone-screen/ss_Pillow_iphone_article.jpg.medium_2x.jpg"/> <source media="screen and (max-width: 1440px)" srcset="/asadam/us/en_us/images/success-stories/pillow/article/iphone-screen/ss_Pillow_iphone_article.jpg"/> <img src="/asadam/us/en_us/images/success-stories/pillow/article/iphone-screen/ss_Pillow_iphone_article.jpg" alt="Pillow ad on the App Store" class="success-stories"/> </picture> </div> </div> <div class="padding-top--12 footnote-section section-content"> <div class="copy-block"> <div class="copy-block--footnote"> </div> </div> </div> </section> <section class="section-content highlighted-block border-top-none text-align--center success-stories margin-bottom--160 padding-top--60b"> <p><span class="typography-manifesto"><span class="highlighted-block--desc"> Customers track their sleep with Pillow to improve habits and overall wellness. With a 360-degree strategy across all available Apple Search Ads placements on the App Store, the health and fitness app improved brand awareness, conversions, and revenue, while staying competitive during peak season. </span></span></p> </section> <div class="section-container-cmp news-grey-bg margin-bottom--160b padding-top--140 padding-bottom--140 success-stories-full-width"> <section class="section-content heading-block margin-bottom--40b success-stories"> <div class="copy-block"> <h2 class="heading-block--heading ">The Results</h2> </div> </section> <section class="column-badge-copy-block badge-block section-content"> <div class="row "> <div class="column small-12 large-3 "> <figure class="badge badge-super "> <div class="badge-content"> <span class="badge-value"> 14<span class="badge-unit-percent">%</span> </span> <span class="badge-caption">increase in downloads year over year from Apple Search Ads.</span> </div> </figure> </div> <div class="column small-12 large-3 "> <figure class="badge badge-super "> <div class="badge-content"> <span class="badge-value"> 30<span class="badge-unit-percent">%</span> </span> <span class="badge-caption">more impressions year over year.</span> </div> </figure> </div> <div class="column small-12 large-3 "> <figure class="badge badge-super "> <div class="badge-content"> <span class="badge-value"> 19<span class="badge-unit-percent">%</span> </span> <span class="badge-caption">increase in new subscription revenue.</span> </div> </figure> </div> <div class="column small-12 large-3 "> <figure class="badge badge-super "> <div class="badge-content"> <span class="badge-value"> 52<span class="badge-unit-percent">%</span> </span> <span class="badge-caption">increase in tap-through rate on search results campaigns.</span> </div> </figure> </div> </div> </section> </div> <section class="section-content heading-block margin-bottom--160 success-stories"> <div class="copy-block"> <h2 class="heading-block--heading ">The Challenge</h2> <p class="heading-block--desc " role="text">The team at Pillow wanted to stay competitive during the peak seasonal moment of the year. To capture increased category interest, they needed to boost brand awareness across the App Store with diverse audiences interested in improving their sleep health and overall well-being. To make Pillow stand out from the competition, it would also be critical for the team to better position their broad range of evolving app features and tailor messaging to different customer segments across <br class="br-l no-br-m no-br-s no-space" />markets worldwide.</p> </div> </section> <section class="quote-block--wrapper section-content margin-bottom--160b text-align--center"> <blockquote class="quote-block--quotation padding-top--80c padding-bottom--80c"> <p class="quote-block--quote " role="text">Apple Search Ads plays a vital role across our marketing funnel, helping us increase brand awareness in a growing, competitive category while also allowing us to drive more conversions by tailoring our message for different <br />audiences and markets.</p> <div class="quote-block--footer"> <p class="quote-block--author " role="text">Panos Spiliotis,</p> <p class="quote-block--company " role="text">Co-founder at Neybox</p> </div> </blockquote> </section> <section class="section-content heading-block success-stories"> <div class="copy-block "> <h2 class="heading-block--heading ">The Solution</h2> </div> </section> <section class="section-content section-3-col-list margin-bottom--160b"> <div class="row section-3-col-list--outer-row"> <div class="column section-3-col-list--outer-col first-col large-8 small-12"> <div class="row section-3-col-list--inner-row"> <div class="column large-4 medium-12 section-3-col-list--inner-col"> <p class="section-3-col-list--heading-lg"> Drive awareness on the Today tab and Search tab. </p> </div> <div class="column large-8 medium-12 section-3-col-list--inner-col"> <div class="section-3-col-list--desc"> <p>In addition to search results campaigns, the Pillow team invested in all available Apple Search Ads placements, driving app discovery with more potential customers. With Today tab ads<sup class="footnote"><a href="#footnote-2">1</a></sup>, they were able to position their brand prominently on the front page of the App Store, reaching hundreds of millions of people starting their App Store visit. “The Today tab ad placement helped us increase visibility, attracting new customers who may not have discovered our app otherwise, as well as reengaging existing ones to drive more downloads,” says Neybox Co-founder Spyros Passas. “Today tab campaigns also helped us stand out from the competition especially during peak seasons, and establish our brand as one of the leading apps in its category.”</p> <p> </p> <p>To boost market share with an even broader audience, the team at Pillow also invested in ads on the Search tab<sup class="footnote"><a href="#footnote-3">2</a></sup>, which are featured at the top of the suggested apps list. With ads on product pages, they reached people who scrolled to the bottom of relevant product pages, actively researching apps and getting information to help them decide whether to download.</p> </div> </div> </div> <div class="row section-3-col-list--inner-row"> <div class="column large-4 medium-12 section-3-col-list--inner-col"> <p class="section-3-col-list--heading-lg"> Optimize ad relevancy and alignment <br class="no-br-l br-m no-br-s no-space" />across channels. </p> </div> <div class="column large-8 medium-12 section-3-col-list--inner-col"> <div class="section-3-col-list--desc"> <p>The Pillow team made ad variations based on <a href="https://developer.apple.com/app-store/custom-product-pages/" target="_blank">custom product pages</a> set up in App Store Connect to create more relevant and engaging App Store experiences for specific audiences. These custom ads showcased unique features, functionality, and user benefits that align with the needs and goals of different audiences. For example, in some custom product pages, the team highlighted how to track sleep using Apple Watch for customers interested in that capability. Other custom product pages were aimed at customers interested in sleep tracking with iPhone and featured that app functionality.</p> <p> </p> <p>Potential customers who tapped one of these ads landed on a custom product page that matched the ad creative — creating a seamless experience. “By testing different ad variations, we have been able to optimize our messaging and creative across all channels, which has resulted in improved engagement and conversion rates across our marketing mix,” says Neybox Co-founder Panos Spiliotis. Ad variations focused on Apple Watch features drove 63 percent higher tap-through rates with Apple Search Ads and 83 percent more installs than the default ad.</p> </div> </div> </div> <div class="row section-3-col-list--inner-row"> <div class="column large-4 medium-12 section-3-col-list--inner-col"> <p class="section-3-col-list--heading-lg"> Drive performance across channels with Apple Search Ads insights. </p> </div> <div class="column large-8 medium-12 section-3-col-list--inner-col"> <div class="section-3-col-list--desc"> <p>The Pillow team closely monitored performance of Apple Search Ads campaigns to optimize bidding and budgeting, tracking key metrics such as impressions, click-through rates, and conversion rates. They also gained valuable insights into the seasonality of their app across specific markets, offering a better ability to forecast as well as plan timing and spend for new campaigns. “Insights from Apple Search Ads campaigns have significantly informed our business and marketing strategy, improving engagement and conversion rates across every marketing channel,” says Passas.</p> <p> </p> <p>With search results campaigns, the team actively discovered new keywords, helping them better understand the needs and preferences of different audiences. The team also found that running Apple Search Ads campaigns positively impacted their organic growth. “In addition to being an effective tool for driving growth, our Apple Search Ads campaigns have helped us understand our core customers and what resonates with them, resulting in better performance across our marketing campaigns,” says Spiliotis.</p> <p> </p> </div> </div> </div> </div> <div class="column section-3-col-list--outer-col large-4 small-12"> <p class="section-3-col-list--heading-sm " role="text">Company Snapshot</p> <ul> <li class="section-3-col-list--list">Neybox Digital Ltd.</li> <li class="section-3-col-list--list">Health and Fitness category</li> <li class="section-3-col-list--list">Launched in 2014</li> <li class="section-3-col-list--list">Based in Nicosia, Cyprus</li> </ul> </div> </div> </section> <div class="section-container-cmp news-grey-bg padding-top--120b padding-bottom--120b small-variant"> <section class="next-article-section"> <div 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srcset="/asadam/us/en_us/images/advanced/2023-01-logo/advanced_logo.png 2x" alt="Apple Search Ads Advanced" class="image-spec" src="/asadam/us/en_us/images/advanced/2023-01-logo/advanced_logo.png"/> </picture> </div> <h2 class="hero-heading--h2 ">Start your <br class="no-br-l br-m no-br-s no-space" />first <br class="no-br-l no-br-m br-s no-space" />campaign.</h2> <p class="large-centered hero-intro large-9 medium-12 small-11 " role="text">Apple Search Ads Advanced gives you easy and flexible<br class="no-br-l br-m no-br-s no-space" /> campaign management<br class="br-l no-br-m no-br-s no-space" /> options and a variety of ad placements<br class="no-br-l br-m no-br-s no-space" /> designed to drive visibility and<br class="br-l no-br-m no-br-s no-space" /> downloads of your app. Try it for<br class="no-br-l br-m no-br-s no-space" /> free with a 100 USD credit.<sup class="footnote"><a href="#footnote-1" aria-label="Footnote *">*</a></sup></p> <div class="cta"> <button data-onclick="https://app.searchads.apple.com/cm/app/" class="button " role="link">Start now</button> </div> </div> </div> </div> </div> </section> </section> </main> <footer id="ac-globalfooter" class="js sa-footer" lang="en-US" data-analytics-region="global footer" role="contentinfo" aria-labelledby="ac-gf-label" data-component-endpoint="/app-store/success-stories/pillow.language-selector.json"> <div class="ac-gf-content sa-content"> <h2 class="ac-gf-label sa-label" id="ac-gf-label">Apple Footer</h2> <div> <div class="experiencefragment"> <section id="sa-custom-footer" class="section-custom-footer"> <div class="row "> <div class="column large-3 medium-6 small-12"> <div class="copy-block"> <img aria-hidden="true" src="/asadam/us/en_us/images/footer-icons/footer_news.svg" alt="" class="copy-block--icon"/> <h3 class="copy-block--heading ">News and Updates</h3> <p class="copy-block--body " role="text">Read the latest from <br class="br-l br-m br-s no-space" />Apple Search Ads.</p> <a 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The Today tab ad format referenced in this article changed on December 12, 2023.</div> <p> </p> <div id="footnote-3">2. 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