This work happened during my time at Studio Mosaic, together with the Studio Mosaic team. The strategy, what we learned and the results came from that collaboration: my thinking and the team's knowledge and work, side by side.
timing didthe heavy lifting.
Rumble Debate is an app for debating the news and sharing opinions. It was brand new, with a small budget. So we picked the one moment when everyone in the US was searching for debates, and launched right into it.
a new app, a small budget
three calls that made the launch
Moved the launch date.
We held the launch back so it landed with the US election debates, when people were actively searching for exactly this.
Wrote the store listing for the moment.
Keywords people were searching around the election, and screenshots that matched the mood of the news, so the app looked like it belonged in that conversation.
Ran search ads on the same words.
Whatever we pushed in the store listing, we pushed in Apple Search Ads at the same time. Steady installs on those keywords pushed the rankings up, and the rankings brought in free installs.
we waited for the moment
Organic got strong enough to stand on its own.
Installs from search grew so much that the founder decided not to keep paying for search ads. For a launch on a small budget, that's a good place to end up.
During our weekly check-ins, they presented metrics on total installs, paid installs, organic installs, and installs coming from other sources.The founder of Rumble Debate · from a review of Studio Mosaic on Clutch
three things I still use
Launch when people are already searching for what you do.
Make the store listing and the search ads say the same thing.
Use search ads to build installs on the keywords you want to rank for, then let organic take over.
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Studio Mosaic project around the 2020 US election, delivered together with the Studio Mosaic team. Results are from Studio Mosaic's published case study for Rumble Debate. The quote is from the founder's public review of Studio Mosaic on Clutch.