App discovery doesnt just happen on the app store; teams are competing for crafting the most compelling ads.
So, what are the rules?
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First, discuss if you could outsource the brainstorming process.
For example, an Edtech startup for kids should aim to show the educational value of the product.
And this requires a very good understanding of the parent audience.
In such cases, the best solution is to create an in-house agency to brainstorm advertising content ideas.
They will bring audience insights.
If you are entering a new market, consult outside local experts.
The silent brainstorming format (where everyone writes down ideas anonymously) is also great.
Involve remote and office employees in the process using one of the many anonymous form-filling tools.
Address the problems and trends you find in your ads.
Both parts of the matrix should be grouped and related to each other.
Grouping and connecting the different parts of the matrix is the body of future ads.
To fill the matrix with hypotheses, the 5 Whys method works well.
This is necessary to show in the ad exactly what the audience needs.
You expected to see hundreds of new installs, but the results are disappointing.
What would you do?
The easiest way is to stop the ad, abandon it, and forget about it.
But there is another way: make iterative changes to the ad content and test it again.
And then keep an eye on the metrics.
In case of bad ones, refer to Rule #4.
What do you do with the rest of the ideas?
you could store all your ideas and check on them from time to time.
Organize everything into a separate folder or create another page in the matrix document.
