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.
one channel,every country.
Sun Seeker shows photographers, architects and property people exactly where the sun will be. It's a paid app, so every ad dollar had to earn itself back on the first purchase. For over four years I ran its Apple Search Ads, and the biggest win came from going global.
a niche app, one real channel
three moves that kept it growing
Started where the use case lives.
I researched where photographers, architects and sun-tracking tools are used, checked competitors in AppTweak, and opened those markets first.
Then opened every market.
Once those countries scaled, I opened every country Apple Search Ads offers. Each market had to be profitable on its own. Where acquisition was cheaper, like Japan and Korea, we could scale much harder than in the crowded US.
Gave each use case its own page.
Custom Product Pages for photography, architecture and real estate, so each search landed on a page that spoke to that person.
every market paid for itself
boring work, done every week
What kept the account healthy
- Exact, broad and search match campaigns running in every country.
- New negative keywords added, so money didn't leak to the wrong searches.
- Good search terms from search match moved into exact and broad.
- Competitor keywords checked in AppTweak and brought into the account.
- Budgets moved up and down country by country, based on cost.
The originals kept winning.
We tested plenty of new screenshots across the use-case pages. None beat the first set we had made, so we kept them. Testing is only useful if you accept the answer.
There has been a significant increase in app profitability since engaging Studio Mosaic.Graham Dawson, Director, Ajnaware (the developer of Sun Seeker) · from his review of Studio Mosaic on Clutch
three things I still use
Pick the channel that matches how people look for you.
If the app works anywhere, open every market, make each one pay for itself, and push hardest where acquisition is cheapest.
Test honestly. Sometimes the original is still the best.
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Studio Mosaic project, from 2019 for more than four years, delivered together with the Studio Mosaic team. Revenue and download results are from Studio Mosaic's published case study for Sun Seeker. The quote is from the developer's public review of Studio Mosaic on Clutch.