App Store Optimization & Marketing Skills
Skills for optimizing your app's App Store presence and building promotional strategies — from descriptions to comprehensive marketing campaigns.
When This Skill Activates
Use this skill when the user:
- Needs to write App Store description or promotional text
- Wants to plan screenshot sequence and captions
- Asks about ASO (App Store Optimization) or keywords
- Needs help responding to App Store reviews
- Wants to improve app discoverability
- Asks about marketing strategy, promotion, or user acquisition
- Wants to use App Store features (events, custom pages, offers, featuring)
- Asks about paid acquisition or Apple Search Ads
- App was rejected or wants to avoid rejection
Available Skills
marketing-strategy/ ⭐ NEW
Comprehensive marketing strategy advisor — describe your app and get a tailored promotional plan.
- Analyzes app type, monetization model, audience, and lifecycle stage
- Recommends the right App Store features for your situation
- Builds promotional calendar with implementation roadmap
- Orchestrates generator sub-skills for implementation
- Strategy templates for subscription, paid, freemium, and game apps
app-description-writer/
Generate compelling App Store descriptions that convert.
- Promotional text (170 chars)
- Full description (4000 chars)
- What's New text for updates
- Localization guidance
screenshot-planner/
Plan App Store screenshot sequences with captions.
- 5-10 screenshot storyboard
- Caption writing
- Device frame recommendations
- Localization considerations
keyword-optimizer/
Optimize app title, subtitle, and keywords for search.
- Keyword research methodology
- Character limit optimization (100 chars)
- Competitor analysis
- Localization keyword strategy
- NEW: Advanced tactics (cross-localization, screenshot indexing)
- NEW: Keyword criteria (Pop/Diff sweet spots, opportunity scoring)
- NEW: Existing app strategy (safe optimization)
review-response-writer/
Professional responses to App Store reviews.
- Templates for common scenarios
- Tone and brand voice guidelines
- Turning negative reviews into opportunities
- When to respond vs. when not to
apple-search-ads/
Apple Search Ads campaign strategy for indie developers.
- Readiness assessment (minimum thresholds before spending)
- Campaign types and keyword strategy
- Budget planning by app stage (launch, growth, scale)
- Bid optimization with CPT benchmarks by category
- Campaign structure templates and measurement KPIs
- Custom Product Pages integration for ad groups
ad-attribution/
Privacy-preserving paid-traffic measurement with AdAttributionKit (SKAdNetwork's successor) — install + re-engagement attribution, conversion-value design under crowd anonymity, postback testing. (Apple Ads itself attributes via AdServices — see apple-search-ads.)
rejection-handler/
Handle App Store rejections and prepare submissions to avoid them.
- Pre-submission audit checklist by guideline section
- Rejection analysis and response strategy
- Resolution Center response templates
- Appeal escalation path (Resolution Center → phone → App Review Board)
- Top 20 common rejections with fixes (common-rejections.md)
originality-check/
Guideline 4.3 anti-spam / originality gate — verify an app (and each portfolio addition) is meaningfully distinct in function, content, and metadata before you invest or submit.
iap-finalizer/
Take a one-time In-App Purchase from MISSING_METADATA to READY_TO_SUBMIT via the App Store Connect API — price tier plus localized name/description.
ratings-mechanics/
How ratings actually behave — per-storefront isolation (your US stars show nowhere else), the never-reset rule, and phased release + manual release as rating protection.
web-presence/
Discovery outside the store app — the apps.apple.com page as a Google citizen, an owned landing page with Smart App Banner, and the deal-site ecosystem that auto-amplifies price drops.
Related Generator Skills
These generator skills produce code, metadata, and configuration for App Store features:
| Skill | Purpose |
|---|---|
generators/subscription-offers | StoreKit 2 code for all subscription offer types |
generators/win-back-offers | Win-back flow for churned subscribers |
generators/promoted-iap | Promoted In-App Purchase setup |
generators/in-app-events | In-App Event metadata templates |
generators/custom-product-pages | Custom Product Page strategy and metadata |
generators/product-page-optimization | A/B test plans for product page |
generators/featuring-nomination | App Store featuring pitch templates |
generators/offer-codes-setup | Offer code distribution strategies |
generators/pre-orders | Pre-order setup and launch timelines |
generators/app-store-assets | Asset specs for all App Store media |
How to Use
- User requests App Store help
- For strategy questions → Read
marketing-strategy/SKILL.md - For paid acquisition → Read
apple-search-ads/SKILL.md - For rejections or submission prep → Read
rejection-handler/SKILL.md - For specific content → Read the relevant sub-skill's SKILL.md
- For code/implementation → Read the relevant generator skill
- Ask clarifying questions about the app
- Generate optimized content
- Provide alternatives and explain choices
Key Principles
1. User-Focused Copy
- Lead with benefits, not features
- Speak to user pain points
- Use clear, simple language
- Include social proof where possible
2. Platform Guidelines
- Stay within character limits
- Follow Apple's content guidelines
- Avoid prohibited terms (free, best, #1)
- Don't mention competing platforms
3. Search Optimization
- Use high-value keywords naturally
- Don't stuff keywords
- Consider localized search terms
- Update for seasonal relevance
