ua-campaign

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

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