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#

PlatformBest forConversionGoogle App CampaignsAndroid + iOS; automated across Search, YouTube, Display, Play, DiscoverInstall, in-app eventApple Search Ads (ASA)iOS only; high-intent App Store searchInstallMeta App InstallFacebook/Instagram; demand gen for appsInstall, in-app eventTikTok App InstallYounger users; viral creativeInstall

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#

MetricUseCPICost per installCPACost per acquisition (in-app action)LTVLifetime value; iOS often higher than AndroidRetentionD1, 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