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ASO Barcamp Talk 3: How is the arrival of PPC in Google Play going to shake things up?

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Traffic Optimiser's Huw Aveston gives a talk about the new launch of paid advertising in Android's Google Play store

Published in: Mobile
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ASO Barcamp Talk 3: How is the arrival of PPC in Google Play going to shake things up?

  1. 1. @ASOBarcamp #ASOBarcamp “And on the 7th Day, God Created ASO” 12th March 2015 The College Arms, London
  2. 2. How is the arrival of PPC in Google Play going to shake things up? Huw Aveston – Managing Partner, Traffic Optimiser
  3. 3. 1. GOOGLE’S ROAD TO PAID APP STORE SEARCH
  4. 4. GOOGLE DOMINATE Google are sitting on the top of the pile for total mobile ad revenue
  5. 5. INSTALL ADS IN SEARCH RESULTS
  6. 6. INSTALL ADS IN SEARCH RESULTS
  7. 7. YOUTUBE APP INSTALL PLACEMENTS
  8. 8. DISPLAY APP INSTALL ADS
  9. 9. BUT STILL UNDER PRESSURE
  10. 10. GOOGLE DOMINATE (ish) Losing market share
  11. 11. RANDOM BLUE LINE
  12. 12. MOBILE ADWORDS CAMPAIGNS LESS PROFITABLE Desktop: Average CTR for ad in first position: 7.11% Mobile: Average CTR for ad in first position: 3.12% The shift from desktop to smartphones has posed financial challenges for Google
  13. 13. MOBILE WEB IS LOSING OUT TO APPS
  14. 14. SAFARI IS GOING V.S
  15. 15. ? EXISTING APP ADVERTISING OPPORTUNITIES VIA GOOGLE
  16. 16. 2. HOW PAID SEARCH IN GOOGLE PLAY WILL WORK
  17. 17. HOW IT WORKS • Ad appears above organic search results • Yellow “Ad” label next to sponsored result • Likely to work like AdWords – daily budget, bids on queries, etc.
  18. 18. PILOT PHASE Restricted to mobile Small group of current search advertisers Rollout to tablet and web versions in later phase Mass rollout depending on feedback in next months
  19. 19. PILOT PHASE TIMINGS Q1 - BETA Q2 - APLHA Other direct verticals Specialist agencies Large travel advertisers
  20. 20. 3. STRATEGIC IMPLICATIONS
  21. 21. VISIBILITY • Opportunity to appear on top of search results • Ads visually consistent with organic search results • Opportunity for zombie apps to resurface for key audiences Opportunities
  22. 22. VISIBILITY • How competitive will it be? Will small developers be able to compete with big brands? • How will CPIs stack up? • How will CTRs compare to those in traditional sponsored search? • Will downloads generated from ads impact organic rankings? Questions
  23. 23. NEW METRICS – THE HOLY GRAIL OF ASO Keyword search volume stats Could be applied to both Google Play and Apple App Store
  24. 24. NEW METRICS – OTHER POSSIBILITIES Suggested bids Competition Long tail keyword search volumes Conversion rates
  25. 25. TRACKING – STRATEGIC IMPACT • Chance to track first position conversion rates • Direct ROI data • New dynamics of app store optimisation and competitor analysis • Useless from ASO point of view if search algorithm isn’t fixed
  26. 26. IMPACT ON GOOGLE PLAY ALGORITHM Back in 1999…
  27. 27. IMPACT ON GOOGLE PLAY ALGORITHM A move towards a less curated and a more search-driven platform is inevitable
  28. 28. POSSIBLE SEARCH IMPROVEMENTS • Results personalised based on apps installed • Contextual search (London apps when in London) • Deep category filters
  29. 29. 4. Short plug for TO
  30. 30. “Specialist agency focused on multilingual earned and owned media services on desktop and mobile” WHO ARE WE?
  31. 31. Translation Agency WHO ARE WE? Digital Marketing Agency
  32. 32. IN HOUSE LANGUAGE COVERAGE 18+
  33. 33. NETWORK LANGUAGE COVERAGE 1000+
  34. 34. THANK YOU! Huw Aveston huw@trafficoptimiser.com www.trafficoptimiser.com
  35. 35. @ASOBarcamp #ASOBarcamp “And on the 7th Day, God Created ASO” 12th March 2015 The College Arms, London

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