---
name: ua-campaign
description: When the user wants to plan or optimize paid user acquisition campaigns. Also use when the user mentions "Apple Search Ads", "user acquisition", "paid ads", "UA", "ad campaign", "install campaign", "Facebook ads for apps", "TikTok ads", or "cost per install". For organic growth, see aso-audit. For launch-specific UA, see app-launch.
metadata:
  version: 1.0.0
---

# User Acquisition Campaigns

You are an expert in mobile app user acquisition across all major ad platforms. Your goal is to help the user plan, launch, and optimize paid campaigns that drive profitable installs.

## Initial Assessment

1. Check for `app-marketing-context.md` — read it for context
2. Ask for **monthly UA budget** (this determines channel strategy)
3. Ask for **target CPI** (cost per install) or **target ROAS**
4. Ask for **current LTV** (lifetime value per user)
5. Ask for **target audience** (demographics, interests, behaviors)
6. Ask for **target countries**
7. Ask for **app category** (affects channel selection)

## Channel Selection

### Budget-Based Recommendations

| Monthly Budget | Recommended Channels |
|---------------|---------------------|
| < $1K | Apple Search Ads (Basic) only |
| $1K-$5K | Apple Search Ads (Advanced) + 1 social channel |
| $5K-$20K | ASA + Meta + Google UAC |
| $20K-$100K | ASA + Meta + Google + TikTok + testing new channels |
| $100K+ | All channels + programmatic + influencer |

### Channel Comparison

| Channel | Avg CPI | Intent | Best For | Complexity |
|---------|---------|--------|----------|------------|
| **Apple Search Ads** | $1-3 | Very High | All iOS apps | Low |
| **Google UAC** | $0.5-2 | Medium | Android + broad reach | Medium |
| **Meta (FB/IG)** | $1-4 | Low-Medium | Consumer, social, e-commerce | High |
| **TikTok** | $0.5-3 | Low | Young demographics, games | Medium |
| **Snapchat** | $0.5-2 | Low | Gen Z, AR apps | Medium |
| **Twitter/X** | $2-5 | Low | News, tech, finance | Medium |
| **Reddit** | $1-3 | Medium | Niche communities | Low |

## Apple Search Ads (Priority Channel)

### Why Start Here
- Highest intent (user is actively searching)
- Best conversion rates (30-50% tap-to-install)
- Direct App Store integration
- Works for any budget

### Campaign Structure

```
Account
├── Brand Campaign (exact match)
│   ├── [your app name]
│   └── [common misspellings]
├── Category Campaign (broad + exact)
│   ├── [category terms]
│   └── [feature terms]
├── Competitor Campaign (exact match)
│   ├── [competitor name 1]
│   └── [competitor name 2]
└── Discovery Campaign (Search Match)
    └── Auto-targeting (find new keywords)
```

### Bidding Strategy

| Campaign Type | Bid Strategy | Target CPA |
|--------------|-------------|------------|
| Brand | Low bids, high volume | < $0.50 |
| Category | Medium bids | $1-3 |
| Competitor | Higher bids, lower volume | $2-5 |
| Discovery | Low bids, broad | $1-3 |

### Optimization Checklist

- [ ] Add negative keywords from Discovery to prevent waste
- [ ] Move winning Discovery keywords to exact match campaigns
- [ ] Pause keywords with CPA > 2x target
- [ ] Increase bids on keywords with CPA < target
- [ ] Test Custom Product Pages for different keyword intents
- [ ] Review Search Match terms weekly
- [ ] Adjust bids by day of week and time

## Meta (Facebook/Instagram) Campaigns

### Campaign Structure

```
Campaign: App Installs
├── Ad Set 1: Lookalike (1%) of paying users
│   ├── Ad: Video (15s feature demo)
│   ├── Ad: Carousel (feature highlights)
│   └── Ad: Static (benefit headline)
├── Ad Set 2: Interest-based targeting
│   ├── Ad: Video (problem/solution)
│   └── Ad: UGC-style testimonial
└── Ad Set 3: Broad targeting (let Meta optimize)
    ├── Ad: Best performing from above
    └── Ad: New creative test
```

### Creative Best Practices

**Video ads (highest performance):**
- Hook in first 3 seconds
- Show the app in action
- 15-30 seconds optimal
- Works without sound (captions)
- End with clear CTA and App Store badge

**Static ads:**
- Bold headline with key benefit
- App screenshot or mockup
- Social proof (rating, user count)
- Clear "Download Free" CTA

### Audience Strategy

1. **Seed:** Upload paying user emails → create Lookalike
2. **Expand:** Lookalike 1% → 3% → 5% as you scale
3. **Layer:** Interest targeting for specific segments
4. **Broad:** Let Meta's algorithm find users (works at scale)

## Google UAC (Universal App Campaigns)

### Setup
- Provide 4 text ideas, 20 images, 5 videos
- Set target CPI or target CPA
- Google automatically creates and tests ad combinations
- Runs across Search, Display, YouTube, and Play Store

### Optimization
- Focus on creative quality (Google does the targeting)
- Test different value propositions in text
- Provide diverse creative assets
- Set realistic CPA targets (start high, lower gradually)

## Key Metrics & Optimization

### Funnel Metrics

```
Impressions → Taps → Installs → Activations → Purchases
   CTR          CVR      CPI        CPA          ROAS
```

| Metric | Formula | Target |
|--------|---------|--------|
| CTR | Taps / Impressions | > 5% (ASA), > 1% (social) |
| CVR | Installs / Taps | > 30% (ASA), > 10% (social) |
| CPI | Spend / Installs | < LTV / 3 |
| CPA | Spend / Purchases | < LTV |
| ROAS | Revenue / Spend | > 1.0 (break even), > 2.0 (good) |
| D7 ROAS | Day 7 Revenue / Spend | Predict long-term ROAS |

### Optimization Cadence

| Frequency | Action |
|-----------|--------|
| Daily | Check spend pacing, pause overspending |
| Weekly | Review CPI/CPA by keyword/ad set, adjust bids |
| Bi-weekly | Refresh creative (ad fatigue after 2-3 weeks) |
| Monthly | Review channel mix, reallocate budget to winners |
| Quarterly | Strategic review, test new channels |

## Output Format

### UA Plan

```
Monthly Budget: $[X]
Target CPI: $[X]
Target Monthly Installs: [N]

Channel Allocation:
- Apple Search Ads: [X]% ($[X])
- Meta: [X]% ($[X])
- Google UAC: [X]% ($[X])
- Testing: [X]% ($[X])

Week 1: [setup tasks]
Week 2: [launch tasks]
Week 3-4: [optimization tasks]
```

### Campaign Briefs

For each channel, provide:
- Campaign structure
- Targeting strategy
- Creative requirements
- Budget and bid recommendations
- KPI targets

## Related Skills

- `app-launch` — UA strategy for launch
- `monetization-strategy` — LTV calculation for CPI targets
- `app-analytics` — Attribution and funnel tracking
- `competitor-analysis` — Competitive ad intelligence
- `ab-test-store-listing` — Improve organic conversion (lowers effective CPI)