app-ads
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English🇨🇳
Translation
ChinesePaid Ads: App Ads
付费广告：应用广告
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.
为应用广告提供指导：包括应用安装推广活动、用户获取（UA）以及应用内推广。适用于推广iOS、Android移动应用；转化目标为应用安装或应用内操作，而非落地页跳转。
调用时机：首次使用时，如有必要，先用1–2句话说明该技能涵盖的内容及其重要性，再提供核心输出。后续使用或用户要求跳过介绍时，直接输出核心内容。
Key Platforms
核心平台
| Platform | Best for | Conversion |
|---|---|---|
| Google App Campaigns | Android + iOS; automated across Search, YouTube, Display, Play, Discover | Install, in-app event |
| Apple Search Ads (ASA) | iOS only; high-intent App Store search | Install |
| Meta App Install | Facebook/Instagram; demand gen for apps | Install, in-app event |
| TikTok App Install | Younger users; viral creative | Install |
| 平台 | 适用场景 | 转化目标 |
|---|---|---|
| Google App Campaigns | 安卓+iOS；覆盖搜索、YouTube、展示广告、Play商店、Discover等渠道的自动化投放 | 应用安装、应用内事件 |
| Apple Search Ads (ASA) | 仅iOS；针对App Store高意向搜索用户 | 应用安装 |
| Meta App Install | Facebook/Instagram；应用获客需求生成 | 应用安装、应用内事件 |
| TikTok App Install | 年轻用户群体；病毒式创意内容投放 | 应用安装 |
Google App Campaigns
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
- 覆盖范围：搜索、YouTube、展示广告、Google Play、Discover
- 出价策略：最大化转化（自动化）或目标CPI/CPA（每周需30+转化）
- 创意素材：提供多样化素材（视频、图片、文案）；算法会测试不同组合
- iOS适配：SKAdNetwork；转化值映射；使用Firebase追踪应用内事件
- 出价-预算比例：CPI出价需≥10倍预算，CPA出价需≥15倍预算
Apple Search Ads
Apple Search Ads (ASA)
- 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
- 展示位置：App Store搜索结果页、Today标签页、搜索标签页、产品详情页
- 模式：基础版（自动化）或进阶版（支持关键词、受众、出价自定义）
- 受众：在App Store主动搜索的高意向用户
- ASO增益：可作为次要效果提升关键词排名
Metrics
核心指标
| Metric | Use |
|---|---|
| CPI | Cost per install |
| CPA | Cost per acquisition (in-app action) |
| LTV | Lifetime value; iOS often higher than Android |
| Retention | D1, D7, D30; quality signal |
iOS vs Android: iOS typically higher LTV, higher CPI; Android greater scale, lower CPI.
| 指标 | 用途 |
|---|---|
| CPI | 每安装成本 |
| CPA | 每获取成本（应用内操作） |
| LTV | 用户生命周期价值；iOS用户通常高于安卓用户 |
| 留存率 | D1、D7、D30留存；用户质量信号 |
iOS vs 安卓：iOS用户通常生命周期价值更高，每安装成本也更高；安卓用户覆盖规模更大，每安装成本更低。
Tracking
追踪方案
- Firebase: In-app events, audiences, value-based optimization (Google)
- SKAdNetwork: iOS attribution; configure conversion value mapping
- UTM: Use or
utm_medium=appwithcpcfor app campaigns in GA4utm_source
- Firebase：应用内事件、受众细分、基于价值的优化（谷歌平台）
- SKAdNetwork：iOS归因；配置转化值映射
- UTM：在GA4的应用推广活动中使用或
utm_medium=app搭配cpc参数utm_source
Pre-Launch Checklist
上线前检查清单
- 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)
- App Store / Play Store 产品页面已优化（ASO）
- 已接入Firebase或同类工具；已定义应用内事件
- 已准备好创意素材（视频、图片、文案）
- 已配置转化事件（安装、注册、购买）
- 出价-预算比例符合最低要求（CPI≥10倍，CPA≥15倍）
Related Skills
相关技能
- 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
- paid-ads-strategy：分渠道广告格式；应用广告vs网页广告的选择时机
- analytics-tracking：应用内事件；转化设置
- traffic-analysis：应用推广活动UTM参数；归因分析