amgalan bazarov, ekaterina makarova, sandzhar ismailov, google

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Confidential & Proprietary Confidential & Proprietary App Promotion for Gaming Ekaterina Makarova, EMEA App Promotion Specialist, Dublin Amgalan Bazarov, App Strategist, Dublin

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Page 1: Amgalan Bazarov, Ekaterina Makarova, Sandzhar Ismailov, Google

Confidential & ProprietaryConfidential & Proprietary

App Promotion for GamingEkaterina Makarova, EMEA App Promotion Specialist, DublinAmgalan Bazarov, App Strategist, Dublin

Page 2: Amgalan Bazarov, Ekaterina Makarova, Sandzhar Ismailov, Google

Confidential & ProprietarySource: VentureBeat Mobile User Acquisition Study, 2014

However

1 in 6 users never

spend in apps

of installed apps are

used once

80%

App Economics Today

< avg LTVavg CPI

Not all installs (or users) have the same value

Page 3: Amgalan Bazarov, Ekaterina Makarova, Sandzhar Ismailov, Google

Confidential & Proprietary

Measure & Action

Use Conversion Optimizer

$

BidSmarter

Remarket to Valuable

Customers

Page 4: Amgalan Bazarov, Ekaterina Makarova, Sandzhar Ismailov, Google

Confidential & Proprietary

Search on Google.com

Watch on YouTube

Engage with Apps

Surf the Web

Discover on Play

Google can help reach users in the right mindset to install your app while they...

Page 5: Amgalan Bazarov, Ekaterina Makarova, Sandzhar Ismailov, Google

Confidential & ProprietarySource: Google/Ipsos, Mobile App Marketing Insights: How Consumers Really Find and Use Your Apps (U.S.), May 2015, Base: Average among those in each vertical who downloaded an app based on ads seen on a smartphone, Google/Ipsos Survey Q.14 Which of the following types of online advertisements have prompted you to download a/an [...] app? Select all that apply.

Types of ads that prompted app downloads among app users whose download was influenced by ads on a smartphone

search ads

banner / graphical ads in apps

banner / graphical ads in websites

video ads

47%

45%

43%

50%

Challenge: User behavior

Page 6: Amgalan Bazarov, Ekaterina Makarova, Sandzhar Ismailov, Google

Confidential & Proprietary

Search

Page 7: Amgalan Bazarov, Ekaterina Makarova, Sandzhar Ismailov, Google

Proprietary & Confidential

Reach the Right Users Across Mindsets

By running ads on Google.com, the Google Search Network and Google Play, you reach users at the moment they are searching for new apps.

1Google Search includes the Google Search Network

Page 8: Amgalan Bazarov, Ekaterina Makarova, Sandzhar Ismailov, Google

Confidential & Proprietary

Google Play Ads

Google.com Google Play

Page 9: Amgalan Bazarov, Ekaterina Makarova, Sandzhar Ismailov, Google

Confidential & Proprietary

Google Play Ads

Can I only target the Play Store or see performance specific to Play Store?No

Is Google Play a targeting option via Search Partners (AFS)?No

How can my ads quality be optimized?Focus on optimizing CTR, landing page (Play store page) quality, ad text relevancy

Page 10: Amgalan Bazarov, Ekaterina Makarova, Sandzhar Ismailov, Google

Confidential & Proprietary

Display

Page 11: Amgalan Bazarov, Ekaterina Makarova, Sandzhar Ismailov, Google

Confidential & Proprietary

App Promo Ads: Simplicity and AutomationConfirmed clicks will prevent accidental clicks by confirming the user’s intention before driving to the download page.

Ads will be automatically excluded from showing to users who have already downloaded the app.

The App Promotion text template ad will automatically expand to become an interstitial ad when you win an eligible auction.

Page 12: Amgalan Bazarov, Ekaterina Makarova, Sandzhar Ismailov, Google

Confidential & Proprietary

A new UI for App Install Interstitials

Only clickable on the round ‘INSTALL’ button

OLD UI NEW UI

Pulls in cover photo from respective App Store when available

More Images button expandsto scrollable screenshot carrousel

Material Design: auto-color matching for footer and install button to match the dominant color in your cover photo

Page 13: Amgalan Bazarov, Ekaterina Makarova, Sandzhar Ismailov, Google

Confidential & Proprietary

#1: Extend to mSites

+28%

Page 14: Amgalan Bazarov, Ekaterina Makarova, Sandzhar Ismailov, Google

Confidential & Proprietary

#2: Conversion Optimizer

Turn CO on from the very first day of a campaign to immediately start optimizing towards your target CPI. Android will automatically work at campaign start, iOS will wait to confirm one IDFA ping from third party.

Give the campaign 2 weeks or ~150 conversions to stabilize before making changes to the campaign. The best campaigns wait 4-6 weeks before evaluating performance, because the machine learning algorithm takes time to ‘learn’ where to find conversions at your target CPI.

Page 15: Amgalan Bazarov, Ekaterina Makarova, Sandzhar Ismailov, Google

Confidential & Proprietary

Delivers high conversion rates and user quality due to the ‘pre-qualification’ of a video view.

Pull video directly from YouTube or the Google Play store, no uploads necessary. Auto-plays immediately when phones are in portrait mode, and after 1.5 seconds when phones are in landscape mode.

App store data is automatically pulled into the interstitial, including the app name, price, ratings, and icon. You customize your desired headline and two lines of text

#3: Video App Promo Ads on In-App Inventory

Page 16: Amgalan Bazarov, Ekaterina Makarova, Sandzhar Ismailov, Google

Confidential & Proprietary

INSTALLED APP TARGETING Reach users who love apps like yours, mapped to the Play and/or Apple Store app categories

APP CATEGORY TARGETING Show in apps in a given Play and/or App Store app category (ie. Strategy Games etc)

PAID USERS Reach users based on their purchasing behaviour

NEW DEVICES TARGETING Reach users who have purchased their mobile phones in the last 7, 14, 30, 60 or 90 days.

PLACEMENT TARGETING Isolate high-value App placements

#4: Powerful Targeting - Reach the right user

Page 17: Amgalan Bazarov, Ekaterina Makarova, Sandzhar Ismailov, Google

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#5: Bring users back into your app with deep linking

Page 18: Amgalan Bazarov, Ekaterina Makarova, Sandzhar Ismailov, Google

Confidential & Proprietary

YouTube

Page 19: Amgalan Bazarov, Ekaterina Makarova, Sandzhar Ismailov, Google

Confidential & ProprietaryConfidential & Proprietary

of viewing on

Source: YouTube UK, Media Pack 2014

happens on a mobile device

50%

Page 20: Amgalan Bazarov, Ekaterina Makarova, Sandzhar Ismailov, Google

Confidential & Proprietary

Use sight, sound and motion to showcase an app and drive high quality installs

With TrueView, you only pay when a user watches your video. Keyword, category, placement and demographic targeting maximizes relevance for optimal engagement

Note: The companion will slide under the video once the ad finishes, or is skipped. However, the user can pull it down again.

Engage 1B+ YouTube users using TrueView for App Install

Page 21: Amgalan Bazarov, Ekaterina Makarova, Sandzhar Ismailov, Google

Confidential & Proprietary

A YouTube built for gamers

Page 22: Amgalan Bazarov, Ekaterina Makarova, Sandzhar Ismailov, Google

Confidential & Proprietary

Link your Google Play account to your AdWords account to enable this targeting feature.

The system uses both the user’s activity on YouTube and the apps they have installed to refine the predictive algorithm.

Improve CPI by up to ~50%

Tip: Similar User Targeting on YouTube

Page 23: Amgalan Bazarov, Ekaterina Makarova, Sandzhar Ismailov, Google

Confidential & Proprietary

Key Takeaways

Search Paid Users Youtube

Page 24: Amgalan Bazarov, Ekaterina Makarova, Sandzhar Ismailov, Google

Confidential & Proprietary

To do:

Search

YouTube

Text Ads + RON + CO for max volume

Add campaigns with higher bids to reflect higher LTV of: Video Ads + CO for In-App Buyers + Other high-value user segments

App Install Ads on Google Search and Play Store + App-Specific Keywords + CO

Expand to all relevant keywords Use Remarketing List for Search Ads

TrueView App Promo ads targeting Similar Lists

Expand targeting as much as possible while maintaining relevance

Evaluate cross-product performance and optimize budget allocation

Display

Set up conversion tracking

IMPLEMENT WEEK 2 WEEK 4

Measurement

SET UP

Monitor LTV at keyword level - allocate more budget + higher bids to keywords driving higher LTV

Page 25: Amgalan Bazarov, Ekaterina Makarova, Sandzhar Ismailov, Google

Confidential & Proprietary

Спасибо!