amgalan bazarov & arseniy alikhanov, google

How to make

Google work

for you?

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

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Proprietary + Confidential

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Proprietary + Confidential

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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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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