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App Ads

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.

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Specification
Skill ID
kostja94/marketing-skills/app-ads
Publisher
kostja94
Repository
marketing-skills
Installs
0
Files
1
Synced
Sep 23, 2026
How to use it

Open any RiverX project, open the Skills panel in the chat, and search for this identifier. The files are fetched from the source repository at install time.

kostja94/marketing-skills/app-adsInstalls these files
  • SKILL.md

What this skill tells the agent

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 forConversion
Google App CampaignsAndroid + iOS; automated across Search, YouTube, Display, Play, DiscoverInstall, in-app event
Apple Search Ads (ASA)iOS only; high-intent App Store searchInstall
Meta App InstallFacebook/Instagram; demand gen for appsInstall, in-app event
TikTok 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

MetricUse
CPICost per install
CPACost per acquisition (in-app action)
LTVLifetime value; iOS often higher than Android
RetentionD1, 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

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Use this skill in a project

Open any RiverX project, search the Skills panel for kostja94/marketing-skills/app-ads, and install it in one click.

Use this skill