Evan Walsh Mentors: Ivan Bazarov and David Sagan August 13, 2010.
Amgalan Bazarov & Arseniy Alikhanov, Google
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Transcript of 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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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
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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
<avg
LTVavg
CPI
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Not all installs or users are equal, identify valuable users
83%
17%
users
15%
85%revenue
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Search on Google.com
Watch on YouTube
Engage with Apps
Surf the Web
Discover on Play
Google owned&operated intentory
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Our visionA simple way to find high quality
users and keep them coming back
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Ads
Conversions
Budget
Targeting
Bids
UAC solves challenges with best in class reach, simplicity, and in-app event optimization
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The next Generation of Universal App Campaigns
MeasurementCodeless in-app purchases, new in-app reporting columns
Cross Channel
DrivesValue
Creative Flexibility
$
Simple CrossPlatform
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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
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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
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Identify users who are likely to ___________
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Tips / Best practices
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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
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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
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Creatives: text
● standalone sentences - AdWords will combine● keep it short and sweet: one sentence - one USP● inter-capitalize when necessary ● use item-separators
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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
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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)
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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.
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Reporting: add full funnel conversions (not only pre-attributed)
Add First Open Postbacks Add In-App purchases
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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.
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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
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● Standalone UAC for holidays● New device targeting
Holiday Season creatives
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Firebase AnalyticsIntroducing New Mobile Development Platform
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Introducing Firebase, a new mobile development platform
Single SDK Cross-platform Integrated toolsand services
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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
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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
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Live Demo
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Вопросы?
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Спасибо!