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