sales-adwake

What this skill does

# Adwake Platform Help

Help the user with Adwake — the mobile app user acquisition and advertising platform by Entravision. Adwake is a managed-service platform covering app install campaigns, brand awareness, in-app retargeting, and loyalty/rewards across 100+ markets.

## Step 1 — Gather context

If `references/learnings.md` exists, read it first for accumulated knowledge.

Ask the user:

1. **What do you need help with?**
   - A) User acquisition — app install campaigns, CPI/CPA optimization
   - B) Branding — app awareness, category leadership
   - C) Retargeting — re-engaging lapsed app users, boosting LTV
   - D) Loyalty / rewards — Playback Rewards integration
   - E) Comparing Adwake with other mobile advertising partners
   - F) Campaign reporting and optimization
   - G) Something else — describe it

2. **What's your app vertical?**
   - A) Gaming
   - B) E-commerce / retail
   - C) Travel & entertainment
   - D) Fintech
   - E) Food & beverage / delivery
   - F) Other — describe it

3. **Where are you in the process?**
   - A) Evaluating mobile advertising partners
   - B) Onboarding with Adwake
   - C) Already running campaigns — need to optimize
   - D) Need to understand reporting/metrics

**If the user's prompt already provides most of this context, skip directly to the relevant step.**

## Step 2 — Route or answer directly

If the user's question maps to another skill, route them:
- Web/display retargeting (not in-app) → "This is a web retargeting question — run: `/sales-retargeting {your question}`"
- B2B account-based advertising → "This is a B2B ad question — run: `/sales-b2b-advertising {your question}`"
- AdRoll display/social retargeting → "This is an AdRoll question — run: `/sales-adroll {your question}`"
- In-app retargeting DSP (Remerge) → "This is a Remerge question — run: `/sales-remerge {your question}`"
- Push notification re-engagement → "This is a push notification question — run: `/sales-push-notification {your question}`"

Otherwise, answer directly using the platform reference.

## Step 3 — Adwake platform reference

**Read `references/platform-guide.md`** for the full platform reference — modules, pricing model, campaign types, verticals, integrations, Playback Rewards, and managed service workflow.

Answer the user's question using only the relevant section. Don't dump the full reference.

## Step 4 — Actionable guidance

You no longer need the platform guide — focus on the user's specific situation.

### Evaluating Adwake
1. **Define goals** — UA scale, target CPI, ROAS threshold, geographic markets
2. **Compare managed vs self-serve** — Adwake is managed service (less control, more expertise); self-serve DSPs (Remerge, Liftoff) give more direct control
3. **Request a pilot** — ask for a 30-60 day test with clear KPIs before committing
4. **Verify attribution** — confirm MMP integration (AppsFlyer, Adjust, Branch) and attribution methodology
5. **Check vertical expertise** — Adwake has strong gaming, travel, fintech, retail verticals

### Optimizing running campaigns
1. **Check creative performance** — multivariate testing can drop CPI by 30%
2. **Review audience segmentation** — narrow to highest-converting segments
3. **Evaluate channel mix** — cross-platform optimization across ad networks
4. **Monitor incrementality** — ask for incrementality testing to prove true lift

If you discover a gotcha, workaround, or tip not covered in `references/learnings.md`, append it there.

## Gotchas

> *Best-effort from research — review these, especially items about pricing and service model that may be outdated.*

1. **Managed service means less direct control** — Adwake runs campaigns for you. If you need self-serve, real-time bid control, consider Remerge or Liftoff instead.

2. **No public API** — unlike self-serve DSPs, Adwake doesn't expose a public API. Reporting and optimization go through their dashboard and account team.

3. **Performance-based pricing is opaque** — "pay for results" sounds great but means you can't always see the full cost structure. Ask for transparent CPM/CPC breakdowns alongside CPI/CPA.

4. **MMP integration is critical** — without proper AppsFlyer/Adjust/Branch setup, attribution will be unreliable. Verify postback configuration before campaign launch.

5. **iOS IDFA limitations are industry-wide** — only 20-35% of iOS users opt in to tracking. This limits iOS targeting precision for any mobile advertising partner, not just Adwake.

- **Self-improving**: If you discover something not covered here, append it to `references/learnings.md` with today's date.

## Related skills

- `/sales-zoomd` — Zoomd platform help — mobile UA across 600+ sources, mobile DSP, CGC creator content, Albert.ai AI optimization
- `/sales-remerge` — Remerge platform help — in-app retargeting DSP with self-serve programmatic buying, incrementality measurement
- `/sales-retargeting` — Retargeting strategy across all platforms (web + app) — audience segmentation, creative, attribution
- `/sales-b2b-advertising` — Account-based B2B advertising — ABM ads, display, LinkedIn Ads
- `/sales-adroll` — AdRoll platform help — web retargeting, display/social/CTV campaigns, RollWorks ABM
- `/sales-push-notification` — Push notification strategy — alternative re-engagement channel for mobile apps
- `/sales-in-app-messaging` — In-app messaging strategy — another re-engagement channel alongside retargeting
- `/sales-loyalty` — Loyalty program strategy — relevant to Adwake's Playback Rewards
- `/sales-do` — Not sure which skill to use? The router matches any sales objective to the right skill. Install: `npx skills add sales-skills/sales --skill sales-do`

## Examples

### Example 1: Evaluating Adwake for a gaming app
**User says**: "I have a mobile game launching next month. Should I use Adwake or run my own UA campaigns on Meta and Google?"
**Skill does**: Compares managed service (Adwake — handles campaign ops, creative optimization, multi-network buying) vs self-serve (Meta/Google — more control but requires in-house expertise). Recommends Adwake for teams without dedicated UA managers, self-serve for teams with ad ops experience. Suggests requesting a pilot campaign with clear CPI targets.
**Result**: User has a decision framework for managed vs self-serve mobile UA.

### Example 2: Optimizing CPI on running campaigns
**User says**: "Our Adwake campaigns are getting $4 CPI on Android but we need to hit $2.50. What should I ask them to change?"
**Skill does**: Recommends requesting creative refresh (multivariate testing), audience narrowing to highest-converting segments, geo-optimization (shifting budget to lower-CPI markets), and bid strategy adjustment. Suggests asking for an incrementality report to verify true conversion lift.
**Result**: User has specific optimization requests to bring to their Adwake account team.

### Example 3: Comparing mobile advertising partners
**User says**: "We're choosing between Adwake, Remerge, and Liftoff for our e-commerce app retargeting. What should I pick?"
**Skill does**: Compares based on service model (Adwake: managed service across UA + retargeting, Remerge: self-serve retargeting-first DSP, Liftoff: self-serve UA + retargeting). Recommends Adwake for teams wanting full-service including UA, Remerge for retargeting-only with incrementality focus, Liftoff for broad UA + retargeting with more hands-on control.
**Result**: User has a clear comparison with trade-offs.

## Troubleshooting

### CPI is higher than expected
**Symptom**: App install costs are above target benchmarks
**Cause**: Creative fatigue, broad audience targeting, wrong geo mix, or competitive vertical (fintech/gaming CPI is naturally higher)
**Solution**: Request creative refresh with multivariate testing. Ask Adwake to narrow audiences to highest-converting segments. Shift budget toward lower-CPI geos (LATAM, APAC) if quality allows. Compare against industry benchmarks — iOS avg $4.70, Android avg $3.40 globally.

### Can