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Insider tips to get more out of Google App campaigns for engagement

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As a mobile app marketer, acquiring users is only but the first step in making your app profitable. One of the biggest challenges many apps currently face is how to successfully retain their mobile users.
According to Adjust’s Global Benchmark tool, an average of only 11.4% of app users are retained 7 days after the install.
In this webinar, learn about Google's latest product offering for re-engagement, App campaigns for engagement, to help you retain more of the users that matter.

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Insider tips to get more out of Google App campaigns for engagement

  1. 1. BERLIN • NEW YORK • SAN FRANCISCO • SÃO PAULO • PARIS • LONDON • MOSCOW • ISTANBUL 
 SEOUL • SHANGHAI • BEIJING • TOKYO • MUMBAI • SINGAPORE • TEL AVIV
  2. 2. BERLIN • NEW YORK • SAN FRANCISCO • SÃO PAULO • PARIS • LONDON • MOSCOW • ISTANBUL 
 SEOUL • SHANGHAI • BEIJING • TOKYO • MUMBAI • SINGAPORE • TEL AVIV
  3. 3. Do re-engaged users outperform new users? Re-engaged The Challenge Do re-engaged users outperform new users? Re-engaged
  4. 4. Emails Push Notifications Ads
  5. 5. GDC Announcements PRE-LAUNCH LAUNCH POST-LAUNCH Pre-registration ads Create demand for your app before it’s released Rewarded ads in Play Earn from your app easily Max conversion Bidding Maximize your player base automatically App Campaigns for re-engagement Help players rediscover your app Smart registration Monetize the players who aren’t spending in your app
  6. 6. App campaigns for engagement use Google’s unique machine learning technology to help you engage and retain app users across Google
  7. 7. Re-engage users to help achieve various business goals Do you have users who downloaded your app but haven’t yet opened it? Remind them why they installed your app/game in the first place Do you have users who have lapsed? 
 Share new features and content to give them a fresh reason to come back Do you have users who could use a little nudge to complete a valuable action?
 Help them return to make a purchase, or complete that valuable in-app event 1. DRIVE FIRST OPENS 2. ACTIVATE LAPSED USERS 3. CLOSE DEALS
  8. 8. Garanti retains more loyal app users Business Objectives Implementation Strategy Winning Metrics • Maximize in-app engagement & transactions • Re-engage with customers who have not logged into app within 90 days with customized creatives • 60% decrease in cost per login • 16x increase in login volume • 5.3K increase in Monthly Active Users
  9. 9.     We decreased our cost per login by 60% thanks to App campaigns for engagement. We’ve already started using it for other in-app activities beyond login, and we are planning to expand it to other banking products. “ “ Bora Uludüz, Senior Vice President, Digital Banking, Garanti Bank
  10. 10. Gmei wins back lapsed users Business Objectives Implementation Strategy Winning Metrics • Re-engage churned users to maintain active user base • Drive in-app purchases and MAU • Re-engage 7 day churned users • Optimized towards logins, targeting the same in-app events as other channels • Drove more IAP with 5x-6x ROI compared to other ad channels • Won back churned users at the same scale with other ad channels
  11. 11.     Winning back lapsed users is critical to the game life cycle and overall revenue. App campaigns for engagement effectively and stably helped us win lapsed users back with lower CPA, and thus drive higher ROI. “ “ Laura Lo, Marketing Manager, Gmei game
  12. 12. IM30 hits a higher profitability Business Objectives Implementation Strategy Winning Metrics • Maximize in-app purchases for Last Empire - War Z • Extend the games’ lifecycle by re-engaging high value users • Re-engage inactive paid users and optimize the campaigns towards in-app-purchases • Implemented BP by uploading 4 videos and an APP Events- based list • 30% lift in ROAS • 49% decrease in IAP cost • 10k+ incremental in-app purchases
  13. 13.     If the gamers haven't logged into the game for 30 days, this almost means we have lost them. App campaigns for engagement helps us win them back, and they even pay more in the game. The test has proved App campaigns for engagement does work. “ “ Xiaofeng Cui, Marketing Director, Long Tech Network
  14. 14. Focus on these 3 areas to get ahead of the pack •Choose an event that generates at least 200 conversions per week and per campaign •Set a campaign budget of at least… •……50x your tCPA for shallow events •……10x your tCPA for deeper events Bidding/Event Audience Creatives •Provide text, image and video creatives to take advantage of the unique inventory across Google properties •Uploading as many creatives as possible is suggested •Page themes enhance targeting capabilities on Search •Use only supported user lists and use cases •An audience size larger than 250K is recommended Adjust Getting Started Guide
  15. 15. Thank you for watching!
 
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