# UA campaign Human Guide

## What This Is For
Provides expert guidance for guidance for mobile app user acquisition across all major ad platforms. It gives the agent a clearer input/output frame for UA campaign: what context to ask for, what decisions to make, and what usable artifact to return.

Use this as a human-readable version of the UA campaign agent skill. It is meant for marketers, operators, founders, and other non-coders who want the workflow without reading agent-specific implementation instructions.

## When To Use This
- Use this when you need a repeatable process for UA campaign.
- Use this when the task needs judgment, examples, constraints, or a clear output format rather than a one-off prompt.
- Use this when you want to hand an AI assistant enough context to produce a usable marketing artifact.

## When Not To Use This
- Do not use this when you only need a quick factual answer.
- Do not use this when the work depends on private data you cannot share with the assistant.
- Do not use this as a replacement for legal, compliance, financial, or medical review.

## What You Need Before Starting
- The goal or business outcome you want.
- The audience, customer segment, or market context.
- Any source material the assistant should respect, such as notes, briefs, examples, URLs, or brand guidance.
- Constraints such as tone, length, channel, deadline, region, or approval requirements.
- A clear definition of what a good final answer should look like.

## Step-By-Step Workflow
1. State the job clearly: "Use the UA campaign guide to help me with..."
2. Add context: audience, goal, offer, channel, source material, and constraints.
3. Ask the assistant to identify missing inputs before producing the final output.
4. Have the assistant follow the skill-specific guidance below.
5. Review the result against the final checklist and ask for revisions where needed.

## Skill-Specific Guidance
- Check for `app-marketing-context.md` — read it for context
- Ask for **monthly UA budget** (this determines channel strategy)
- Ask for **target CPI** (cost per install) or **target ROAS**
- Ask for **current LTV** (lifetime value per user)
- Ask for **target audience** (demographics, interests, behaviors)
- Ask for **target countries**
- Ask for **app category** (affects channel selection)
- Highest intent (user is actively searching)
- Best conversion rates (30-50% tap-to-install)
- Direct App Store integration
- [ ] Add negative keywords from Discovery to prevent waste
- [ ] Move winning Discovery keywords to exact match campaigns

## Decision Points And Nuance
The original skill emphasizes: Initial Assessment, Channel Selection, Budget-Based Recommendations, Channel Comparison, Apple Search Ads (Priority Channel), Why Start Here, Campaign Structure, Bidding Strategy, Optimization Checklist, Meta (Facebook/Instagram) Campaigns.

Use these questions to steer the work:
- What is the intended audience or buyer?
- What source material must be preserved?
- What should the assistant optimize for: clarity, persuasion, accuracy, speed, creativity, or conversion?
- What examples represent the desired quality bar?
- What should the assistant avoid?

## Common Mistakes
- Starting without a clear audience or goal.
- Asking for a final artifact before sharing examples or constraints.
- Accepting a generic first draft without checking it against the intended use.

## Copy-And-Paste Prompt
```text
Use the UA campaign human guide.

My goal:
[Describe the business outcome]

Audience:
[Describe who this is for]

Context and source material:
[Paste notes, examples, links, or existing copy]

Constraints:
[Tone, length, channel, timeline, must-include items, must-avoid items]

Before producing the final output, ask me for any missing information that would materially improve the result.
```

## Final Checklist
- [ ] The output matches the original goal.
- [ ] The audience and context are reflected in the answer.
- [ ] Important constraints and source material were preserved.
- [ ] The assistant made the relevant decisions explicit.
- [ ] The final artifact is ready to use, review, or hand to the next person.

## Source
This guide was generated from the eronred/aso-skills skill entry for `ua-campaign`.

## Source Skill Notes
These notes preserve the nuance from the original skill. Use them as supporting reference when the workflow above feels too generic.

# 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