amgalan bazarov, ekaterina makarova, sandzhar ismailov, google
TRANSCRIPT
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App Promotion for GamingEkaterina Makarova, EMEA App Promotion Specialist, DublinAmgalan Bazarov, App Strategist, Dublin
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
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Measure & Action
Use Conversion Optimizer
$
BidSmarter
Remarket to Valuable
Customers
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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...
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
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Search
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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
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Google Play Ads
Google.com Google Play
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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
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Display
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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.
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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
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#1: Extend to mSites
+28%
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#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.
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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
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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
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#5: Bring users back into your app with deep linking
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YouTube
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of viewing on
Source: YouTube UK, Media Pack 2014
happens on a mobile device
50%
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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
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A YouTube built for gamers
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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
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Key Takeaways
Search Paid Users Youtube
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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
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Спасибо!