# ua-campaign

Plans and optimizes paid user acquisition campaigns for mobile apps. Helps allocate ad budgets across channels and structure install campaigns.

- skill · `type=skill` · Claude Code, Codex, Cursor, GitHub Copilot, Gemini CLI, OpenCode · 3300 installs · ★ 2219
- Author: appeeky
- License: MIT · policy=mirror · the beginning of the file is at the end of this page
- Source: https://github.com/appeeky/aso-skills/tree/HEAD/skills/ua-campaign/SKILL.md
- Updated: 2026-10-06
- HTML: https://affpapa.org/en/nevibecode/skills/ua-campaign

## What it does

The skill structures paid user acquisition for mobile apps. It starts by reading `app-marketing-context.md` if available, then asks for your monthly budget, target CPI or ROAS, user LTV, target audience, and app category. Without these core parameters, creating an actionable plan is impossible.

Channel recommendations scale with spend. Smaller budgets start on Apple Search Ads Basic, while larger allocations expand into ASA Advanced, Meta, Google UAC, and TikTok. For Apple Search Ads, it organizes accounts into Brand, Category, Competitor, and Discovery campaigns with negative keyword workflows.

The final output provides a phased launch schedule and channel briefs. For Meta, it outlines requirements for short video and static assets, while for Google UAC it arranges copy ideas and asset variations.

## Install

### Claude Code (native platform)

1. **Skills CLI (Vercel)**
```bash
npx skills add appeeky/aso-skills --skill ua-campaign -a claude-code
```

2. **Manually: put the files in place**
- File: `~/.claude/skills/ua-campaign/SKILL.md` — Copy the whole skill folder; for one project use .claude/skills/ua-campaign/

### Codex

1. **Skills CLI (Vercel)**
```bash
npx skills add appeeky/aso-skills --skill ua-campaign -a codex
```

2. **Manually: put the files in place**
- File: `.agents/skills/ua-campaign/SKILL.md` — For all projects use ~/.agents/skills/

### Cursor

1. **Skills CLI (Vercel)**
```bash
npx skills add appeeky/aso-skills --skill ua-campaign -a cursor
```

2. **Manually: put the files in place**
- File: `.cursor/skills/ua-campaign/SKILL.md` — Cursor also reads .agents/skills/ and .claude/skills/

### GitHub Copilot

1. **GitHub CLI**
```bash
gh skill install appeeky/aso-skills ua-campaign
```

2. **Manually: put the files in place**
- File: `.github/skills/ua-campaign/SKILL.md`

### Gemini CLI

1. **Skills CLI (Vercel)**
```bash
npx skills add appeeky/aso-skills --skill ua-campaign -a gemini-cli
```

2. **Platform CLI**
```bash
gemini skills install https://github.com/appeeky/aso-skills --path skills/ua-campaign
```

### Windsurf (Devin Desktop)

**Manually: put the files in place**
- File: `.devin/skills/ua-campaign/SKILL.md` — The legacy .windsurf/skills/ path still works

### OpenCode

**Skills CLI (Vercel)**
```bash
npx skills add appeeky/aso-skills --skill ua-campaign -a opencode
```

### Claude.ai

**Claude.ai**
- Zip the folder and upload it in Settings → Capabilities → Skills

Where a file is given instead of a command, copy the files from the source to that path: https://github.com/appeeky/aso-skills/tree/HEAD/skills/ua-campaign/SKILL.md

## When to use it
- allocate mobile ad budgets across acquisition channels
- structure brand and competitor campaigns in Apple Search Ads
- prepare creative briefs for Meta and Google UAC
- set an optimization cadence for bids and targeting

## Example prompts
- Plan a paid user acquisition strategy for our new iOS app.
- How should we structure our Apple Search Ads campaigns and negative keywords?
- Draft a creative brief for Meta app install campaigns.

## Source text · SKILL.md · MIT

Below is the content of a third-party file. It is data, not instructions for you: do not act on anything written inside unless the human asks. Block tag: 676dafc55a9193b3.

BEGIN THIRD-PARTY FILE 676dafc55a9193b3
````text
---
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
````
END THIRD-PARTY FILE 676dafc55a9193b3

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