How to install app-ads
npx skills add https://github.com/kostja94/marketing-skills --skill app-adsFull instructions (SKILL.md)
Source of truth, from kostja94/marketing-skills.
name: app-ads description: 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. metadata: version: 1.0.1
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=apporcpcwithutm_sourcefor 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
Related skills
More from kostja94/marketing-skills and the wider catalog.
copywriting
When the user wants to write or optimize short-form marketing copy—headlines, CTAs, ad copy, landing page copy, email copy. Also use when the user mentions "copywriting," "headline," "CTA copy," "ad copy," "landing page copy," "sales copy," "conversion copy," "PAS," "AIDA," "BAB," "copy formula," or "differentiation." For long-form article bodies (blog posts, guides), use article-content.
linkedin-posts
When the user wants to create LinkedIn post copy or optimize for LinkedIn. Also use when the user mentions "LinkedIn post," "LinkedIn article," "professional post," "post to LinkedIn," "LinkedIn content," "LinkedIn copy," "B2B LinkedIn," "LinkedIn engagement," "LinkedIn feed," "share box," "document post," "poll," "Newsletter," "reshare," or "LinkedIn marketing." For LinkedIn ads, use linkedin-ads.
youtube-seo
When the user wants to optimize YouTube videos for search, create video descriptions, or improve channel visibility. Also use when the user mentions "YouTube SEO," "YouTube description," "YouTube tags," "YouTube thumbnail," "YouTube title," "YouTube channel," or "video SEO." For YouTube ads, use youtube-ads.
tiktok-captions
When the user wants to create TikTok video captions, scripts, or optimize for TikTok. Also use when the user mentions "TikTok post," "TikTok caption," "TikTok video," "post to TikTok," "TikTok script," "TikTok content," "TikTok copy," "TikTok hashtags," or "TikTok marketing." For TikTok ads, use tiktok-ads.
video-marketing
When the user wants to plan video marketing, create video scripts, or optimize for short-form or long-form video. Also use when the user mentions "video marketing," "video script," "short-form video," "long-form video," "TikTok script," "Reels script," "YouTube script," "video hook," or "video content strategy." For on-site video SEO, use video-optimization.
meta-ads
When the user wants to set up, optimize, or manage Meta (Facebook/Instagram) Ads. Also use when the user mentions "Meta Ads," "Facebook Ads," "Instagram Ads," "Meta Pixel," "Conversions API," "Advantage+," "lookalike audience," or "Meta retargeting." For landing pages, use landing-page-generator.