Download - 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



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/



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



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



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

<avg

LTVavg

CPI



Not all installs or users are equal, identify valuable users

83%

17%

users

15%

85%revenue



Search on Google.com

Watch on YouTube

Engage with Apps

Surf the Web

Discover on Play

Google owned&operated intentory



Our visionA simple way to find high quality

users and keep them coming back



Ads

Conversions

Budget

Targeting

Bids

UAC solves challenges with best in class reach, simplicity, and in-app event optimization



The next Generation of Universal App Campaigns

MeasurementCodeless in-app purchases, new in-app reporting columns

Cross Channel

DrivesValue

Creative Flexibility

$

Simple CrossPlatform



Action

How does UAC work?

Install, In-app events, Google Play Data

User attributes, e.g. device, time of day, location, search queries, apps installed

Context

Reach users in the mindset that matters!

Search, Display, Play Store, YouTube

Intent Smart Algorithm

Data Machine Learning Distribution1 2 3



Your insights are at the core of smarter marketing

Your KPIs are the new control mechanism to drive value:

● Identify which user actions are valuable

● Optimize to your results with more control

100K 200K 300K0 400K

$1.00 $2.00 $3.00$0.00 $4.00

15 min. 30 min. 45 min.

Current: 15 min.

0 min. 60 min.

Current: 80K

Current: $1.50

$

Downloads

Revenue

Engagement



Identify users who are likely to ___________



Tips / Best practices



Bids

Max installs: Work with benchmarks and the install bid landscapes to determine your bids.

Max in-app events: Bid roughly 20% higher (and not more than 100%) than in standard app install campaigns



Budget

Max installs:at least 50xtCPI (preferably 100, but depending on your tCPI).

Max in-app events: Make sure campaigns are ideally budget uncapped, as it will benefit how CO performs for max in-app events



Creatives: text

● standalone sentences - AdWords will combine● keep it short and sweet: one sentence - one USP● inter-capitalize when necessary ● use item-separators



Creatives: video

● first 5 seconds to capture attention● 15-30 seconds long ● rich and engaging material from your app● if possible, make sure to include a portrait video as well

* if the campaign doesn’t have a video, we may automatically add auto-created video from the app store meta data



Creatives: images

Main sizes for max reach: ● 320x50, 300x250 and 320x480, ● 1200x628 for landscape images, ● 1024x768 and 768x1024 for tablets

* ensure images have high density (72dpi)



Changes

IMPORTANT: Don’t make changes within the campaign in the first two weeks

If your want to make bid changes, they should not be higher than 20%. Wait for the next bid change then until you have 100 more conversions.



Reporting: add full funnel conversions (not only pre-attributed)

Add First Open Postbacks Add In-App purchases



Reporting - evaluation

Don’t look at conversion numbers before the usual lag time for the specific conversion event you optimize towards

For max in-app events: Don’t assess performance only in meeting your tCPI goal(s) by reviewing the cost-per-install

Instead use the new in-app conversion columns for a granular view of in-app event performance or use custom columns.



Tip - custom columnization

1. Cost/Conversion shown in the UI is the CPI, not CPA

2. Use Custom Columns to set-up reporting at one glance

Modify Columns Add relevant conversion name



● Standalone UAC for holidays● New device targeting

Holiday Season creatives

Firebase AnalyticsIntroducing New Mobile Development Platform



Introducing Firebase, a new mobile development platform

Single SDK Cross-platform Integrated toolsand services



Firebase Analytics is powerful, free and unlimited

Free Full app analytics at no cost; scales asyour business grows

App-first Designed for apps; reflects how you think about your business

Integrated with AdWordsWorks seamlessly with AdWordsfor conversion tracking and audiencelist creation

Understand your usersSet up audience segments and gain insights on how to grow your app

Simple yet powerfulAutomatic set up with out-of-the-box reporting with raw data export fordetailed analysis

Unlimited event reporting No hit limits or sampling! See all the data and use it to improve your app



Track the success of your app marketing campaignsacross other networks

Firebase integrates with 25+ ad networks: use just one SDK to track performance for all of them

Close the loop with partner networks to improve optimization: send conversion data back to those networks via postbacks



Live Demo

https://support.google.com/firebase/answer/7157552

https://support.google.com/firebase/answer/7157552



Вопросы?



Спасибо!

Download - Amgalan Bazarov & Arseniy Alikhanov, Google

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