amgalan bazarov & arseniy alikhanov, google

Download Amgalan Bazarov & Arseniy Alikhanov, Google

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  • How to make

    Google work

    for you?

    Amgalan Bazarov, Account Strategist, GoogleArseniy Alikhanov, Analytical Consultant, Google

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    Proprietary + Confidential

  • Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

    Proprietary + Confidential

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    Proprietary + Confidential

    2016-beyond: Google is already leading the next phase

    Diverse contexts: Search, Play, YT, Display

    Superior intent signals (IAP, Android, Play)

    Machine learning prowess = superior optimization

    http://venturebeat.com/2016/08/18/google-has-hit-3-billion-app-installs-and-may-have-caught-up-with-facebook/

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    Some positive numbers on app trends

    185 mln/126 mln2016

    219.9mln /144.3 mln2020

    3 hours 18 minutes2016

    3 hours 33 minutes

    Source: eMarketer, Sept. 2016

    2018

    Number of smartphone and tablet users in the US

    Average time spent in apps per day - US users ages 18 and older

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    Proprietary + Confidential

    Some unfavorable numbers on app trends

    42%June 2015

    37%June 2016

    75%2015

    80%

    Source: Localytics, June. 2016

    2016

    30-day retention rates

    Percentage of new users who have stopped using an app 3 months after the install

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    But marketing an app has become more challenging

    2.2M apps 2M apps

    Discoverabilityis hard

    Complexity is increasing

    Keywords

    Placements

    Demo Targeting

    Exclusions

    Device Targeting

    So many campaigns

    Creatives

    KPIs

    LTVis crucial