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Inside Mobile App Campaigns for Google Play - Maddie Cary - SMX Advanced 2017

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Google's Play Store will generate $10 billion in app revenue in 2017, so to effectively snare some of that revenue you need to know how to harness search demand to drive app installs. This session covers best practices for setting up, running and fine-tuning mobile app campaigns via AdWords, including advanced features that offer greater control over your optimizations and audience targeting.

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Inside Mobile App Campaigns for Google Play - Maddie Cary - SMX Advanced 2017

  1. 1. #SMX #23C2 @MaddieMarketer INSIDE MOBILE APP CAMPAIGNS for GOOGLE PLAY Maddie Cary, Director of Paid Search | Point It Digital Marketing
  2. 2. #SMX #23C2 @MaddieMarketer  Director of Paid Search at Point It  Based in Seattle, WA  US Search Award winner: Best PPC Agency  Oversee $65M+ in yearly media  Lead awesome + talented paid search dept  40 account managers  Small to enterprise, across verticals
  3. 3. #SMX #23C2 @MaddieMarketer You’ll Walk Away With GOAL Determining the right campaign type OPTIMIZE Setting up tracking, ads, & bidding AUDIENC E Layering on audience targeting RESULTS! Driving RESULTS!
  4. 4. #SMX #23C2 @MaddieMarketer Number of Mobile devices has surpassed Desktop Mobile search volume has also surpassed Desktop The never-ending “year of mobile”
  5. 5. #SMX #23C2 @MaddieMarketer Up to 90% of consumers’ monthly mobile time is spent in apps (Flurry Analytics Study) People love mobile apps
  6. 6. #SMX #23C2 @MaddieMarketer But WHY market your mobile app? • Your mobile app is your product/ service APP ONLY You want to increase the usage of your product/service INCREASE USE You want to reduce overhead cost DECREASE COST ON-THE-GO BRAND LOYALTY Your app provides solutions to on-the-go needs You want to maintain or reward brand loyalty
  7. 7. #SMX #23C2 @MaddieMarketer what is your goal?goal?
  8. 8. #SMX #23C2 @MaddieMarketer What is your goal? Awareness Engagement App Download Activation Retention Referral Revenue Impr Query demand Clicks CTR Email Account Creation Social Connection Billing Info Installs CPI Conv Rate Push Notifications App Usage In-App Activity Loyalty Programs Orders App Upgrades Social Sharing App Store Ratings & Reviews EASIER mobile apps HARDER
  9. 9. #SMX #23C2 @MaddieMarketer what type of campaign should you run? I DON’T KNOW THAT’S WHY I’M HERE!!
  10. 10. #SMX #23C2 @MaddieMarketer Mobile App Extensions #1:
  11. 11. #SMX #23C2 @MaddieMarketer Mobile App Extensions GOOD FOR: Awareness Engagement App Download Activation Retention Revenue Referral Extension
  12. 12. #SMX #23C2 @MaddieMarketer Mobile App Extension Set-Up 1 2 3 Navigate to Extensions tab Can add as campaign or account level Select “+New App” and search for your mobile app from Play Store Choose what devices to show app extension on All devices, desktop/tablet only, or mobile devices only
  13. 13. #SMX #23C2 @MaddieMarketer Mobile App Extensions – PROs + CONs PROs CONs • EASY! • Expanded real estate on SERP • Beginner step before mobile app campaigns • Minimal control • Opted into Search campaigns’ strategy & targeting • Limited scale
  14. 14. #SMX #23C2 @MaddieMarketer Universal App Campaigns #2:
  15. 15. #SMX #23C2 @MaddieMarketer Universal App Campaigns GOOD FOR: Awareness Engagement App Download Activation Retention Revenue Referral Multi-network!
  16. 16. #SMX #23C2 @MaddieMarketer Universal App Campaign Set-Up 1 2 3 4 5 6 Pick Universal App Campaign Preview ad templates Google Search, Play Store, YouTube, Display Search & select your mobile app from Google Play Store Enter in 4 ad text variations to rotate in across ad formats 25 character limit. Also shows you your app description from Play Store for ideas Option to add your own video or image ads Up to 5 videos Up to 10 images Activate!
  17. 17. #SMX #23C2 @MaddieMarketer Mobile App Extensions – PROs + CONs PROs CONs • Build single campaign • Set to optimize for installs or in-app conversions • Expanded placement targeting: Search, Google Play,YouTube, Display, & AdMob • Wide-cast net of placements. Be careful! • Hand over creative control to Google • Google fully automates all targeting & bidding
  18. 18. #SMX #23C2 @MaddieMarketer Mobile App Install Campaigns (Search, Display, YouTube) #3:
  19. 19. #SMX #23C2 @MaddieMarketer Mobile App Install Campaigns GOOD FOR: Awareness Engagement App Download Activation Retention Revenue Referral Single network!
  20. 20. #SMX #23C2 @MaddieMarketer Um…these campaigns types are starting to sound the same OMG ARE THEY THE SAME THING???
  21. 21. #SMX #23C2 @MaddieMarketer Campaign UNIVERSALAPPS MOBILEAPP INSTAL Goal Single campaign Promote Android app across multiple networks Multiple campaigns Promote app (Android or iOS) on select single networks Bidding Options Target CPI Target CPA CPC Target CPI CPV (YouTube) Tactics/Networks Google Play, Google Search, YouTube, Display (including in-app) Google Play Search, Google Search,YouTube, Display Ad Formats Google generated, responsive style ad formats. Drive to Google Play Store Text, Image, &Video app ads TrueView app promotion ads Customer Match Can’t use Customer Match Can only use Customer Match on TrueView appYouTube Universal Apps vs. Mobile App Install
  22. 22. #SMX #23C2 @MaddieMarketer Mobile App Install Campaigns – PROs + CONs PROs CONs • Decide which specific networks, placements, & keywords to target • Control to optimize creative and bids • Better flexibility to test! • More build work • More on-going management & care needed
  23. 23. #SMX #23C2 @MaddieMarketer Mobile App Engagement Campaigns (Android Search Only) #4:
  24. 24. #SMX #23C2 @MaddieMarketer Mobile App Engagement Campaigns GOOD FOR: Awareness Engagement App Download Activation Retention Revenue Referral Reengage! User clicks on app engagement ad Sent straight to in-app event Ad contains deep-link URL
  25. 25. #SMX #23C2 @MaddieMarketer Mobile App Engagement – PROs + CONs PROs CONs • Decide which specific networks, placements, & keywords to target • Control to optimize creative and bids • Better flexibility to test! • More build work • More on-going management & care needed
  26. 26. #SMX #23C2 @MaddieMarketer how should you optimize? As if I don’t already know…
  27. 27. #SMX #23C2 @MaddieMarketer AdWords – Android App Download Tracking NO SDK NEEDED! App downloads tracked automatically from Google Play!
  28. 28. #SMX #23C2 @MaddieMarketer AdWords – Android App Conversion Tracking App First-Opens In-App Actions Firebase (Google) or 3rd Party SDK/Analytics Provider
  29. 29. #SMX #23C2 @MaddieMarketer Mobile App – Ad Copy + Creative ALWAYS include company logo Customize copy to your audience Use CTA on contrasting color button Test different high-resolution imagery Avoid ad fatigue, update creatives regularly!
  30. 30. #SMX #23C2 @MaddieMarketer Mobile App – Ad Copy + Creative K.I.S.S. KEEP IT SIMPLE, STUPID!
  31. 31. #SMX #23C2 @MaddieMarketer AdWords – App Campaign Bidding Be patient… • Leverage Google’s CPI & CPA algo bid targeting • Give it at least 7 days to learn before adjusting • Test CPI targets that are higher than your goal
  32. 32. #SMX #23C2 @MaddieMarketer who is your audience? HI! I’M RIGHT HERE!
  33. 33. #SMX #23C2 @MaddieMarketer Layer on Audience Targeting Bid Up/Down Exclude Different Creative Different Offer Do something different based on what you know about your target audience + their app specific needs
  34. 34. #SMX #23C2 @MaddieMarketer Mobile App Remarketing
  35. 35. #SMX #23C2 @MaddieMarketer MOBILE APP CAMPAIGNS Open a new door to mobile app campaigns
  36. 36. #SMX #23C2 @MaddieMarketer www.pointit.com/blog Check out our blog for more tips & tricks on PPC, SEO, & digital marketing! Wait… it’s over?
  37. 37. #SMX #23C2 @MaddieMarketer THANK YOU!

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