2. Why should we care about app marketing?
Marketers are responsible for driving downloads and encouraging app usage.
With over 2 million apps available in the Google Play Store, marketing plays a key role in helping users find an
app.
Specifically, marketing teams focus on
DISCOVERY — connecting new users to an app; and
ENGAGEMENT — reconnecting existing users to an app.
3. Why should we care about app marketing?
Discovery
61% of app downloaders discover apps through digital sources.
What percentage of these digital sources are ads?
83% Are Ads
Engagement
How much higher is the user engagement when an app is
downloaded from an ad rather than downloaded organically?
54% Higher Engagement
4. Why should we care about app marketing?
Engagement
How many smartphone users downloaded an app and then
forgot it was on their phone?
3 Out of 4 Users
Engagement
According to eMarketer, what percentage of app users churn
within three months?
80% Churn
6. Measure What Matters in App Campaigns
Step 1: Pick an analytics tool to track conversions
Step 2: Link your analytics provider with your Google Ads account
Step 3: Import your data to Google Ads
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28. Guide the Machine for a Better App Campaign
- Bid: If a bid is too low, your ads may not be eligible to serve across all inventory. If this happens, the campaign
could struggle to find enough users to reach minimum conversion volume. A higher bid means advertisers are
eligible for a greater variety of placements. However, if a bid is too high, the campaign may scale too much on
users who are unlikely to convert.
- Budget: A low-budget campaign may remain in the learning phase for an extended time as it gathers enough
conversions. A campaign with a high budget will likely accumulate conversion events more quickly, helping the
campaign to ramp up faster.
- Data: Measure as many actions as possible to ensure your campaign can improve and optimize over time.
- Time: Give the machine the time it needs to gather quality data
34. What to do: Refresh assets
- Prevent ad fatigue among users by gradually replacing low-performing assets with new and improved ones.
- Refresh assets gradually to avoid performance fluctuations.
- Only replace assets flagged as “low” if you’ve provided the maximum allowable creative assets first.
- "Low" assets aren’t necessarily bad. They can be useful for ad placements that “best” or “good” assets might not
be suitable for. For example, a portrait video asset with "low" performance can still be effective in certain ad
placements where a landscape video doesn't fit.
- Avoid replacing "best" or "good" assets, since this may cause performance fluctuations. The amount of fluctuation
also depends on the percentage of assets you replace. For example, if you have 20 video assets, replacing one of
them likely won't affect your overall campaign performance much, whereas if you only have one video asset,
replacing it will likely have a greater impact.
