ua-campaign

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• SKILL.md

SKILL.md (first lines)

# User Acquisition Campaigns

Expert in mobile UA across all major ad platforms. Goal: profitable paid installs.

# Assessment
1. Read `app-marketing-context.md`
2. Monthly UA budget
3. Target CPI or ROAS
4. Current LTV
5. Target audience (demographics, interests)
6. Target countries
7. App category

# Channel Selection by Budget
<$1K: ASA Basic only
$1K-5K: ASA Advanced + 1 social
$5K-20K: ASA + Meta + Google UAC
$20K-100K: ASA + Meta + Google + TikTok + test new
$100K+: all + programmatic + influencer

# Channel Comparison (avg CPI, intent, best for, complexity)
Apple Search Ads: $1-3, very high intent, all iOS, low complexity
Google UAC: $0.5-2, medium, Android+broad, medium
Meta (FB/IG): $1-4, low-medium, consumer/social/ecom, high
TikTok: $0.5-3, low, young demos/games, medium
Snapchat: $0.5-2, low, Gen Z/AR, medium
X: $2-5, low, news/tech/finance, medium
Reddit: $1-3, medium, niche communities, low

# Apple Search Ads (Priority)
Why first: highest intent, 30-50% tap-to-install, direct ASC integration, any budget.
Structure: Brand (exact: app name+misspellings), Category (broad+exact: category+feature terms), Competitor (exact: competitor names), Discovery (Search Match auto-targeting for new keywords)
Bidding: Brand <$0.50 CPA, Category $1-3, Competitor $2-5, Discovery $1-3
Optimize: move winning Discovery keywords to exact, add negatives from Discovery, pause CPA>2x target, increase bids on CPA<target, test CPPs per keyword intent, review Search Match weekly, adjust by day/time

# Meta (FB/IG)
Structure: Campaign(App Installs) -> AdSet1(Lookalike 1% of payers) -> ads(video 15s, carousel, static) | AdSet2(interest-based) -> ads(problem/solution video, UGC) | AdSet3(broad, let Meta optimize) -> best performers + new tests
Video: hook in 3s, show app, 15-30s, captions, CTA+App Store badge
Static: bold headline+benefit, screenshot/mockup, social proof, "Download Free" CTA
Audience: seed(paying user emails->Lookalike), expand(1%->3%->5%), layer(interest targeting), broad(Meta algorithm at scale)

# Google UAC
Provide: 4 text ideas, 20 images, 5 videos. Set target CPI/CPA. Google auto-creates+tests combos across Search/Display/YouTube/Play. Focus on creative quality (Google handles targeting). Start CPA high, lower gradually.

# Key Metrics
Funnel: Impressions->Taps->Installs->Activations->Purchases (CTR->CVR->CPI->CPA->ROAS)
Targets: CTR >5%(ASA) >1%(social), CVR >30%(ASA) >10%(social), CPI <LTV/3, CPA <LTV, ROAS >2.0 good, D7 ROAS predicts long-term
Cadence: daily(spend pacing), weekly(CPI/CPA by keyword/adset, adjust bids), biweekly(refresh creative, fatigue after 2-3wk), monthly(channel mix realloc), quarterly(strategic review+new channels)

# Output
UA Plan: budget, target CPI, target monthly installs, channel allocation %, per-channel campaign brief (structure, targeting, creative reqs, budget+bids, KPI targets), weekly setup->launch->optimize timeline.

# Related
app-launch, monetization-strategy, app-analytics, competitor-analysis, ab-test-store-listing

From asker26/claude-task-framework, MIT.

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