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

[ ] App Store / Play Store listing optimized (ASO)
[ ] Firebase or equivalent connected; in-app events defined
[ ] Creative assets (video, images, text) prepared
[ ] Conversion events (install, signup, purchase) configured
[ ] Bid–budget ratio meets minimum (10× CPI, 15× CPA)

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