Your SlideShare is downloading. ×
Promoting an App Across Google Search and Display
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Promoting an App Across Google Search and Display

3,402
views

Published on

Given at Blue Fountain Media's monthly #BFMwebinar, this presentation by Google representative Elana Chan discusses how to best promote a mobile app across Google's search and display network.

Given at Blue Fountain Media's monthly #BFMwebinar, this presentation by Google representative Elana Chan discusses how to best promote a mobile app across Google's search and display network.


0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
3,402
On Slideshare
0
From Embeds
0
Number of Embeds
11
Actions
Shares
0
Downloads
48
Comments
0
Likes
4
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Google Confidential and Proprietary Driving app downloads Promoting an app across Google Search and Display October 9, 2013
  • 2. Google Confidential and Proprietary Agenda Why you should promote your app How to Promote your App Optimization tips 1 2 3
  • 3. Google Confidential and Proprietary Why Promote Your App? Source: iTunes app store, Android market; http://www.mobilestatistics.com/mobile-statistics/ Consumer discovery is difficult •  700K apps in the Apple App Store •  675k apps in the Google Play Store •  90% of app discovery happens through browsing top ranked apps Your Goal: Cut through the noise of present in these app stores and get your app into your consumers' hands. Increase Visibility and Rank http://techcrunch.com/2012/09/12/ios-app-store-boasts-700k- apps-90-downloaded-every-month/
  • 4. Google Confidential and Proprietary Why Promote Your App? *Source: The Nielsen Company 2011** Source: comScore, Alexa, Flurry Analytics 2011 on average, iPhone owners have 48 apps* of iOS/Android users spend an average 81 minutes a day in apps, up 91% from 2010-2011**70% and Android owners have 35 apps*
  • 5. Google Confidential and Proprietary *Source: The Nielsen Company 2011** Source: comScore, Alexa, Flurry Analytics 2011 HOW?
  • 6. Google Confidential and Proprietary Capture app download intent reach users who have expressed intent in downloading your app Drive awareness and install volume efficiently reach users inside similar apps Better together: capture intent and drive volume
  • 7. Google Confidential and Proprietary Capture app download intent reach users who have expressed intent in downloading your app SEARCH Drive awareness and install volume efficiently reach users inside similar apps DISPLAY Better together: capture intent and drive volume
  • 8. Google Confidential and Proprietary Promoting your mobile app with Google Search
  • 9. Google Confidential and Proprietary Click to download Icon and price are automatically displayed when using the App/ Digital content ad template and clicks take customers directly to the relevant digital store.
  • 10. Google Confidential and Proprietary App extensions App extensions give customers the option to visit a digital store or your website from the same ad.
  • 11. Google Confidential and Proprietary •  Increased mobile display ad conversions 82.5% •  Lowered cost per download on display ads 96.3% TripIt app promotion success story "Mobile app extensions consistently exceed our app-download conversion rate expectations on the AdWords network.” – Rhonda Hanson, Senior Director of Search Marketing, Concur Technologies
  • 12. Google Confidential and Proprietary Promoting your mobile app on the Google Display NetworkYOUR AD HERE
  • 13. Google Confidential and Proprietary Driving app downloads with Display
  • 14. Google Confidential and Proprietary How to use Display Test all types of ads upon launching the campaign. Track & optimize as you go 1.  Interstitials: “Disruptive" fullscreen units drive strong interaction and conversion rates. 2.  App Promotion Ads: Ads created in the “App promotion ads” template will automatically import app details, such as icon, pricing and ratings. Some of the advantages of these units include:
  • 15. Google Confidential and Proprietary 1) Interstitials Key Features: •  2x+ the conversion rate of standard banners •  Auto Populates images, reviews and content from the app landing page •  One-click exit or "Download" button •  Must click the download button to "click through" on the ad
  • 16. Google Confidential and Proprietary 2) App Promo banners Key Features •  More information displayed to users •  Confirmed user intent with an additional click •  Improved conversion rates  66% higher conversion rates for app campaigns than standard AdWords text ads.
  • 17. Google Confidential and Proprietary Optimization tips
  • 18. Google Confidential and Proprietary Utilize mobile search and in-app mobile display to position your app to stand out in the crowded app environment. Consider a larger "blast" campaign if your goal is to increase rank on iOS. Be targeted. Use new device targeting to capture users looking to download apps on their new phone or try Interest category marketing to reach an audience that is more likely to download your app. Measure and improve the campaign performance with conversion optimizer. 4 steps to best in class app promotion
  • 19. Google Confidential and Proprietary interest category marketing reach users based on the apps they use WiFidevice, including iPhone 5 and all other new devices OS version carrier location to city level individual app or app category with transparent targeting and reporting Targeting Options new device targeting
  • 20. Google Confidential and Proprietary Conversion Optimizer What is it? A free AdWords tool that automatically manages your bids to help get more conversions for your budget, increasing your ROI. Improve ROI Save time Free to use
  • 21. Google Confidential and Proprietary Conversion Optimizer for Mobile Apps How does it work? Observes the auctions from which you receive conversions Builds a prediction model to guess which auctions will convert best in the future Optimizes your traffic so you are spending your money in the best auctions
  • 22. Google Confidential and Proprietary Summary APP STORE NEWS Reach users through search Drive downloads with Display Target & Optimize for best results

×