Your successful launch with Google AC / Daria Bogdanova (Google)

Conﬁdential + Proprietary
Your successful
Launch with Google
⬝ Gaming Growth Manager ⬝ Google

Proprietary + Conﬁdential
Nice to meet you!
FUN FACT: ...
Gaming Growth Manger,
Google
Russia & Southern Europe

FUN FACT: ...

Unprecedented times for the Gaming industry
+22%
# of downloads worldwide
across platforms in March
MoM ( 10% more than in 2019)
+10
industry events cancelled
or postponed
Source: Appannie

3 stages of mobile game lifecycle
Align your product and marketing strategy to the game lifecycle
PRE-LAUNCH LAUNCH & GROWTH MATURITY
MISSION:
Raise the quality bar
& reduce risk
MISSION:
Scale & accelerate
MISSION:
Focus on value
& lasting relationship
Focus of this presentation

● Pro tip for Pre Launch
● Keys to succeed in Launch
○ Measurement
○ Creatives
○ Bids / Budgets / Structure
○ Secret tip
● What’s next?
Agenda

PRO TIP
FOR
PRE LAUNCH

Open Beta
Test game publicly to get valuable
feedback, without impact to ratings
Beta Release
on Google Play
Run App Campaigns
Pre-Launch: run Open Beta before launch

4 keys to succeed in Launch
MEASUREMENT CREATIVES BIDS/BUDGETS/STRUCTURE SECRET TIP

MEASUREMENT

1. Track the events of the user’s journey that matter
2. Implement Firebase SDK for better performance
Measurement

Ad Funded Model
User Retention
1. Installs & player volume First Open - for all models
2. Retention/Engaged
events (long playtime,
high ad engagement)
Retention / Engagement
# of games played by D1/D3
Ad Monetization
# of ads watched by D1/D3/D7
# rewarded videos watched
D7 ad click
Ad Revenue Threshold
User-level ad revenue tracking
IAP Model
Paying Users 1. Purchase-related activities Purchase Items
Purchase beginners’ package
View Items
Usage of point/e-cash
Measurement: track the events that matter

TIME
PERFORMANCE
Conversions with SDK
Conversions without SDK
ROAS with SDK
ROAS without SDK
2
Reach your goals faster with standardized
data and more timely predictions.
Automated Similar Audiences helps you find more
of the right users, making sure you scale sustainably
Drive higher steady state returns with
better models learning on bigger data.
1
3
Measurement: implement Firebase SDK
Benefits in performance & new features

Increase in
pROAS for
Android users
—Ersen Danaaci, CEO, Gamegos
Gamegos migrates to
GA4F event bidding;
drives significant uplift in
LTV and ROAS
CASE STUDY
Google Ads is a digital advertising solution for businesses of all sizes. Whether you’re a small business owner or enterprise marketer, Google Ads
delivers reach, relevance and trusted results to help you grow your business. Learn more at ads.google.com/home.
© 2019 Google LLC. All rights reserved. Google and the Google logo are trademarks of Google LLC. All other company and product names may be trademarks of the
respective companies with which they are associated.
Gamegos
Ataşehir/İstanbul, Turkey • gamegos.com
Gamegos is a casual game developer based in Istanbul that
produces match 3 / puzzle hybrid games. Some of Gamegos’ major
titles are Manor Cafe, Cafeland, and Cooking Tale.
Gamegos has been running AC Actions (purchase-optimized),
US campaigns since late 2018. Gamegos was unable to see strong
ROAS when they tried to scale up their campaigns, despite following
all best practices.
Google guided the client through a complete restart of their
campaigns - reverting back to the original, higher bid levels. The
Google team ensured the client followed all campaign and creative
best practices. The team also focused on getting the client migrated
to the latest version of the GA4F SDK.
Post-migration, the team immediately saw a performance uplift
on iOS. To keep the campaign on the right trajectory, the Google
team advised the client to scale up iOS (20-40% budget increases
every 1.5 weeks). The Android bids were given more time to learn
and stabilize. This approach drove ROAS growth. The Android
campaigns also started beating their targets.
Gamegos was the ﬁrst EMEA client to migrate to GA4F bidding.
Gamegos saw increases in pLTV, pROAS, and payer conversion rate.
Gamegos saw a decrease in overall eCPA rates.
Increase in
pLTV for iOS
users
Increase in
pLTV for
Android users
Increase in
pROAS for iOS
users
Increase in
payer
conversion
rates for iOS
users
Increase
in payer
conversion
rates for
Android users
Decrease in
eCPA rates for
iOS users
Decrease in
eCPA rates for
Android users

CREATIVES

1. Ensure full creative asset mix
2. Add key creatives to each campaign
3. Focus on key success factors
4. Use different videos depending on network
Creatives

Creatives: ensure full creative asset mix
Image
Cap: 20
Optimal
asset mix
Text
Cap: 4
HTML5
Cap: 20
Video
Cap: 20

Creatives: add key creatives to each campaign
Landscape
Video (16:9)
Portrait
Video (2:3)
Landscape
Image

a brief history of
human attention span

Creatives: focus on key success factors
Game Story
Main story
Substories
Game Play
Easy to onboard
Easy to progress
Playful control
Non repetitive
Speed effect
Engaging
Smooth and fast
Guide the user
Diverse durations
15s for 1 message
30s for several messages
Banners
Sound

RPG FPS/3PS Simulation Sport Fighting Arcade Puzzle
Creatives: focus on key success factors

Creatives: use different videos for networks
YouTube ONLY AdMob ONLY
Storytelling
narratives
Gameplay
narratives

BIDS
BUDGETS
STRUCTURE

How does AC optimise?
tCPA
Actual CPA
Cost
Time

Help learning in AC: secure enough user volume
in initial period
Keys to secure
healthy volume:
● Competitive bids
● Sufficient budgets
● Campaign structure

Bid: start with competitive bid
Bid: €1
Resulting CPI: €0.53
Low bid at launch
Bid: €2
Resulting CPI: €0.16
Competitive bid at launch
Installs ______
CPI ______

Budget: start with sufficient budget, gradually
scale it
Installs сampaign
50 X tCPI
Actions сampaign
20 X tCPA
If Limited by budget increase gradually +20% every 3-4 days

Structure: avoid excessive granularity
Group countries by ROAS and language
-UK
-Norway
-Sweden
-Colombia
-Mexico
Excessive granularity
-UK + Norway +Sweden
-Colombia +Mexico
Optimal strategy

SECRET TIP

Secret tip: wait until the learning period is finished
1. Wait for…
○ ~2 weeks for Install campaigns
○ ~4 weeks for Action campaigns
2. Remember that performance is improving even after
the campaign is not marked as “learning”
3. Be aware of the conversion lag

WHAT’S
NEXT?

4 keys to succeed in Launch
MEASUREMENT
Track relevant events
Implement Firebase
CREATIVES
Use full range of formats
Focus on key success factors
BIDS/BUDGETS/STRUCTURE
Set competitive bids & budgets
Avoid granularity
SECRET TIP
Consider the learning period
and conversion lag

THANK YOU!
QUESTIONS?

Your successful launch with Google AC / Daria Bogdanova (Google)

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