MAU Vegas 2016 — How to Leverage Google's Expanding App Product Suite for Paid UA
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Mobile Apps Unlocked Vegas 2016 Thursday, May 5 Acquisition Breakout Session — 2:50pm - 3:10pm The pace of Google's product announcements in the app space has quickened tremendously in the past 12 months. In this session, Vivian will explore her experiences and how to best take advantage of Google's growing toolbox. Vivian Chang , Senior UA Manager @ RetailMeNot
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MAU Vegas 2016 — How to Leverage Google's Expanding App Product Suite for Paid UA
- 1. Google UA from an Advertiser’s Perspective Vivian Chang Senior Manager, Digital Marketing @vivian814 @RetailMeNotInc
- 2. 73% of consumers begin their shopping journey on smartphones. Source: Ninth Decimal 5/2015
- 3. Maximize touch points at moments that matter Engaging with Apps Searching on Google.com Discovering on Play
- 4. YouTube Video Leverage YouTube audience for brand impact + response 50% of views are mobile and growing 100% YoY “Install” button click, mobile app is downloaded inline without the need to leave YouTube
- 5. 50% of views are mobile and growing 100% YoY “Install” button click, mobile app is downloaded inline without the need to leave YouTube Pros • Video inventory scale • Brand building • Guaranteed viewability Cons • Higher cost CPM, eCPI YouTube Video Leverage YouTube audience for brand impact + response
- 6. 1 in 4 users discover an app through search Source: Google Ipsos MediaCT 5/2015
- 7. Universal App Campaigns Access all Google app install units with minimal setup Ads Budget distribution Targeting Bids Fully automated...
- 8. Universal App Campaigns Access all Google app install units with minimal setup Ads Budget distribution Targeting Bids Fully automated... Pros • Simple setup • Bid to CPA Cons • Lack control over delivery • Topline performance only • Higher budgets for Play ads to show
- 9. Search Install Ads Maintain control of ad delivery for users actively searching “US mobile browser audiences are 2X larger than app audiences and growing faster.” Source: Morgan Stanley 9/2015
- 10. Search Install Ads Maintain control of ad delivery for users actively searching “US mobile browser audiences are 2X larger than app audiences and growing faster.” – Morgan Stanley Pros • Ads show on Play w/o UAC • Maintain control over ads + delivery Cons • Complex keyword-based campaign setup • Time to manage • No breakout of Play vs .com • Integration issues with MMP
- 11. Re-engage Existing Users on Search Deeplink from search directly into your app Paid Search Re-engagement Ads Organic App Indexing
- 12. Re-engage Existing Users on Search Deeplink from search directly into your app Paid Search Re-engagement Ads Organic App Indexing Pros • Wide, targeted reach • Customize for intent Cons • Requires both install + engagement • Not integrated with AdWords search
- 13. Trial Run ads Let users try your app directly in an ad Up to 10 min app trial for users + Pre-qualify your audience for more relevant ad clicks and app downloads + For gaming advertisers only+ b e t a
- 14. Deferred Deeplink from Search Search on the Google Search App or Google.com Install the app Accept the installation requirements Continue to the desired app content Convert in app b e t a
- 15. Lessons Learned Successes • Reach beyond banners ads • Conversion Optimizer bid to performance goals Challenges • Tracking integration with MMP • Performance visibility Tactic CPI Setup Tracking AdMob Universal App Campaigns Search Install YouTube
Editor's Notes
- Well 73% of consumers begin their shopping journey on a smartphone (Source: Ninth Decimal 5/2015). Mobile is KEY in reaching and communicating with potential in-store customers.
- - Out shopping,
- Note brand keywords in UAC impacts blended eCPI Only 1 paid spot in Play
- Reach users with wide coverage on a variety of queries, demonstrate the direct relevance on meeting their need to influence the app install Conversion optimizer: Uses Google Play, search and AdMob data combined with Google’s bidding algorithms for smarter targeting and optimization
- Reach users with wide coverage on a variety of queries, demonstrate the direct relevance on meeting their need to influence the app install Conversion optimizer: Uses Google Play, search and AdMob data combined with Google’s bidding algorithms for smarter targeting and optimization
- Including organic + paid option here
- Including organic + paid option here
- My passion for data & creative: history at Dell, how we leveraged data & customer insights – what I’d like to focus on today is data Concept of democratization of data: instead of having an analytics team, hire marketers who are analytical marketers – every position has a data element (2-3 examples) – empower individuals to be data driven; shift from creative to data driven Intersection of data & creative Anecdote about your meeting(s) with retailers Need more than just sales data – need full closed loop data Competitive insights