Paid Ads: App Ads
Guides app advertising: app install campaigns, user acquisition (UA), and in-app promotion. Use when promoting mobile apps (iOS, Android); conversion = install or in-app action, not landing page.
When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.
Key Platforms
| Platform |
Best for |
Conversion |
| Google App Campaigns |
Android + iOS; automated across Search, YouTube, Display, Play, Discover |
Install, in-app event |
| Apple Search Ads (ASA) |
iOS only; high-intent App Store search |
Install |
| Meta App Install |
Facebook/Instagram; demand gen for apps |
Install, in-app event |
| TikTok App Install |
Younger users; viral creative |
Install |
Google App Campaigns
- Reach: Search, YouTube, Display, Google Play, Discover
- Bidding: Maximize Conversions (automated) or Target CPI/CPA (30+ conversions/week)
- Creative: Provide diverse assets (videos, images, text); algorithm tests combinations
- iOS: SKAdNetwork; conversion value mapping; Firebase for in-app events
- Bid–budget ratio: ≥10× for CPI, ≥15× for CPA
Apple Search Ads
- Placements: App Store search results, Today tab, Search tab, product pages
- Modes: Basic (automated) or Advanced (keywords, audiences, bids)
- Audience: High-intent users actively searching in App Store
- ASO benefit: Can improve keyword rankings as secondary effect
Metrics
| Metric |
Use |
| CPI |
Cost per install |
| CPA |
Cost per acquisition (in-app action) |
| LTV |
Lifetime value; iOS often higher than Android |
| Retention |
D1, D7, D30; quality signal |
iOS vs Android: iOS typically higher LTV, higher CPI; Android greater scale, lower CPI.
Tracking
- Firebase: In-app events, audiences, value-based optimization (Google)
- SKAdNetwork: iOS attribution; configure conversion value mapping
- UTM: Use
utm_medium=app or cpc with utm_source for app campaigns in GA4
Pre-Launch Checklist
Related Skills
- paid-ads-strategy: Ad formats by medium; when to use app vs web
- analytics-tracking: In-app events; conversion setup
- traffic-analysis: UTM for app campaigns; attribution
1---2name: app-ads3description: When the user wants to run app install ads, user acquisition (UA), or promote mobile apps. Also use when the user mentions "app ads," "app install ads," "UA," "user acquisition," "Google App Campaigns," "Apple Search Ads," "ASA," "UAC," "App Store ads," "Play Store ads," "CPI," or "app promotion." For store listings, use distribution-channels.4---5
6# Paid Ads: App Ads
7
8Guides app advertising: app install campaigns, user acquisition (UA), and in-app promotion. Use when promoting mobile apps (iOS, Android); conversion = install or in-app action, not landing page.
9
10**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.
11
12## Key Platforms
13
14| Platform | Best for | Conversion |
15|----------|----------|------------|
16| **Google App Campaigns** | Android + iOS; automated across Search, YouTube, Display, Play, Discover | Install, in-app event |
17| **Apple Search Ads (ASA)** | iOS only; high-intent App Store search | Install |
18| **Meta App Install** | Facebook/Instagram; demand gen for apps | Install, in-app event |
19| **TikTok App Install** | Younger users; viral creative | Install |
20
21## Google App Campaigns
22
23- **Reach**: Search, YouTube, Display, Google Play, Discover
24- **Bidding**: Maximize Conversions (automated) or Target CPI/CPA (30+ conversions/week)
25- **Creative**: Provide diverse assets (videos, images, text); algorithm tests combinations
26- **iOS**: SKAdNetwork; conversion value mapping; Firebase for in-app events
27- **Bid–budget ratio**: ≥10× for CPI, ≥15× for CPA
28
29## Apple Search Ads
30
31- **Placements**: App Store search results, Today tab, Search tab, product pages
32- **Modes**: Basic (automated) or Advanced (keywords, audiences, bids)
33- **Audience**: High-intent users actively searching in App Store
34- **ASO benefit**: Can improve keyword rankings as secondary effect
35
36## Metrics
37
38| Metric | Use |
39|--------|-----|
40| **CPI** | Cost per install |
41| **CPA** | Cost per acquisition (in-app action) |
42| **LTV** | Lifetime value; iOS often higher than Android |
43| **Retention** | D1, D7, D30; quality signal |
44
45**iOS vs Android**: iOS typically higher LTV, higher CPI; Android greater scale, lower CPI.
46
47## Tracking
48
49- **Firebase**: In-app events, audiences, value-based optimization (Google)
50- **SKAdNetwork**: iOS attribution; configure conversion value mapping
51- **UTM**: Use `utm_medium=app` or `cpc` with `utm_source` for app campaigns in GA4
52
53## Pre-Launch Checklist
54
55- [ ] App Store / Play Store listing optimized (ASO)
56- [ ] Firebase or equivalent connected; in-app events defined
57- [ ] Creative assets (video, images, text) prepared
58- [ ] Conversion events (install, signup, purchase) configured
59- [ ] Bid–budget ratio meets minimum (10× CPI, 15× CPA)
60
61## Related Skills
62
63- **paid-ads-strategy**: Ad formats by medium; when to use app vs web
64- **analytics-tracking**: In-app events; conversion setup
65- **traffic-analysis**: UTM for app campaigns; attribution
gabrielmoreira