O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.

Ekaterina Shapira, Anna Zhitnyuk, Google

743 visualizações

Publicada em

Find the Right Users, Find Success. Найти "своего" пользователя - найти успех. (White Nights Conference St. Petersburg 2016)

Publicada em: Negócios
  • Entre para ver os comentários

  • Seja a primeira pessoa a gostar disto

Ekaterina Shapira, Anna Zhitnyuk, Google

  1. 1. Find the Right Users, Find Success Saint Petersburg, Russia June 2016
  2. 2. Proprietary + Confidential Welcome & Intro Google Solutions for App Promotion Optimisation Agenda Example: Promotion of Casual Games App Analytics
  3. 3. Proprietary + Confidential Welcome & Intro Google Solutions for App Promotion Optimisation Agenda Example: Promotion of Casual Games App Analytics
  4. 4. Proprietary + Confidential Anna Zhitnyuk & Katerina Shapirа
  5. 5. Proprietary + Confidential “The best time to plant a tree was 20 years ago. The second best time is now.” Chinese proverb
  6. 6. Proprietary + Confidential Welcome & Intro Google Solutions for App Promotion Optimisation Example: Promotion of Casual Games App Analytics
  7. 7. Proprietary + Confidential Driving discovery and installation of your app ≈2 M+ apps in each app store ≈50% of apps have never been downloaded
  8. 8. Proprietary + Confidential 1. Acquire high-quality users at scale 2. Retain customers & maximize life- time value We helping you build a thriving app business in 2 ways:
  9. 9. Proprietary + Confidential Unique inventory: Reach gamers from intent to suggestion 27% use search to find apps 1B viewers on YouTube 900M unique devices/month 50B app downloads Mobile users aren’t confined to one place online
  10. 10. Proprietary + Confidential Google Play reaches 1B+people 190+countries It’s a native, high impact slot shown to users on Android devices searching for apps Google Play: The moment of highest intent
  11. 11. Proprietary + Confidential Beautiful, high performing creative is the baseline for display campaigns
  12. 12. Proprietary + Confidential Consider targeting avid gamers; not just whales Source: Greenberg Inc. – Mobile Gaming Research – Dec. 2015 Total games revenueGame-playing population 65% 35% 31% 69% Light gamers Avid gamers
  13. 13. Proprietary + Confidential Spend behavior & LTV Apps downloaded by category Time spent in apps Actions taken in apps Similar apps based on app store behavior (installed app categories) Proprietary + Confidential Google insights to identify avid gamers:
  14. 14. Proprietary + Confidential Conversion Optimizer for Buyers Proprietary + Confidential Uses fresh insights to drive installs from gamers likely to purchase Automatically leverages Google Play data to determine “purchase probability” for a given user for your game Delivers 3X ROI vs campaigns targeting “all users” Focus your budget on closing the deal with users most likely to purchase
  15. 15. Proprietary + Confidential Active user targeting is the way to tap into player engagement data Proprietary + Confidential New targeting in AdWords that helps you find users in last 30 days who have: Spent ≥ 30 mins playing games Played a Google Play Games integrated app
  16. 16. Proprietary + Confidential Reach higher-quality users with TrueView app promo Proprietary + Confidential YouTube users are 2X more likely to download your app than the average user YouTube users have $$ higher lifetime value than other video platforms +
  17. 17. Proprietary + Confidential Welcome & Intro Google Solutions for App Promotion Optimisation Example: Promotion of Casual Games App Analytics
  18. 18. Proprietary + Confidential App Analytics App Analytics Attribution Analytics Internal system-integration (Google Play) AdWords SDK Third party tracking solutions
  19. 19. Proprietary + Confidential Firebase Backend services Real-time database File/image storage Authentication Remote config Hosting Notifications Dynamic Links Invites App Indexing AdWords AdMob Develop Grow Earn App quality Test lab Crash reporting Firebase tools help make app success simple
  20. 20. Proprietary + Confidential Firebase Free Full app analytics at no cost; scales as your business grows App-first Designed for apps; reflects how you think about your business Integrated with AdWords Works seamlessly with AdWords for conversion tracking and audience list creation Understand your users Set up audience segments and gain insights on how to grow your app Simple yet powerful Automatic set up with out-of-the-box reporting with raw data export for detailed analysis Unlimited event reporting No hit limits or sampling! See all the data and use it to improve your app
  21. 21. Proprietary + Confidential Welcome & Intro Google Solutions for App Promotion Optimisation Example: Promotion of Casual Games App Analytics
  22. 22. Proprietary + Confidential App Store Optimisation: Quality apps get more sales 2–2.9 Stars 3–3.9 Stars 4–5 Stars1–1.9 Stars Sales 9X 4XHighly rated apps generate significantly more sales
  23. 23. Proprietary + Confidential a. Optimization based on network SearchWatch on YouTube Play in Apps Surf the Web
  24. 24. Proprietary + Confidential Run on Network target all categories of the Play/App Store Installed Categories users who already downloaded an app from a certain category Paid App Installers users who already downloaded a paid app New Devices target devices that are new in the network (choose timeframe) In-App Purchasers users who already made in-app purchases in other apps (Android only) Active Gamers users who actively played games in a recent timeframe b. Optimization based on targeting Keywords (for search)
  25. 25. Proprietary + Confidential Classic Banner 320x50 HD 468x60 HD 480x32 (iPhone) 728x90 HD (Tablet) 1024x90 (Tablet) App Install templated ads Title : 25 c 2 desc. lines : 35c Interstitial Banner 300x250 320x480 480x320 768x1024 (Tablet) 1024x768 (Tablet) with click 1.5 Interstitial Banner Video Interstitial Custom HTML5 ads available in beta c. Optimization based on ad formats
  26. 26. Proprietary + Confidential CO for In-App Conversions $ As many Installs as possible $ $$ High quality $$ installs $$$ Transactions (user has the app already)B I D S V O L U M E$$ High quality installs $$ d. LTV optimization based on in-app events ● Intended to optimize on other conversion types then installs as well (which are non Google Play based). ● An install product aimed at increasing user quality by optimising on post-install events as well.
  27. 27. Proprietary + Confidential Welcome & Intro Google Solutions for App Promotion Optimisation Example: Promotion of Casual Games App Analytics
  28. 28. Confidential + Proprietary Proprietary + Confidential Optimise for LTV ● All the users aren’t the same and won’t bring the same value ● Do not focus on CPIs, ROI is the more important ● An event that happens fast enough (before 48h after the install) ● You need enough volume (Set a daily campaign budget that’s at least 50x2 your CPA target) ● Finished x levels the 1st day ● Finished the tutorial in less than x min ● Reached a score above x before day 2 Installs are outdated CO Requirements Examples of good events for optimisation
  29. 29. Confidential + Proprietary Proprietary + Confidential Optimise the creatives ● Video inter., Image inter. HTML5 (be careful to not make it too complex or it will lower the CTR) ● Ads showing the game play tends to deliver the best performance ● Have 2 to 3 versions of the banners ● Replace the less performing ones (CTR & Conv rate) after several weeks by iterations of the best performing ones All formats Be immersive A/B test
  30. 30. Confidential + Proprietary Proprietary + Confidential Display Best Practices ● 1 ad group targeting RoN with all creatives in it. This will max out your volume at your target CPA in the long term ● CO for in-app buyers is a must if your focus on IAPs. Target CPA at least 5 times higher than on RoN ● Not available at the moment (coming…) ● If you are seeing a clear correlation between high end devices and low end devices with LTV, split your campaigns in order to max out the target CPA on the best devices Simple and broad Payers on Android Payers on iOS
  31. 31. Confidential + Proprietary Proprietary + Confidential Search Best Practices ● Game titles and Game genres ● Use AM’s help to make your lists ● Keywords generation tool ● Cheap and profitable traffic will be in the longtail ● Conversion Optimiser on Android will limit the risk Top Search terms Be broad
  32. 32. Confidential + Proprietary Proprietary + Confidential Best Practices
  33. 33. Proprietary + Confidential

×