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
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ASO Barcamp Talk 3: How is the arrival of PPC in Google Play going to shake things up?
- 1. @ASOBarcamp #ASOBarcamp “And on the 7th Day, God Created ASO” 12th March 2015 The College Arms, London
- 2. How is the arrival of PPC in Google Play going to shake things up? Huw Aveston – Managing Partner, Traffic Optimiser
- 3. 1. GOOGLE’S ROAD TO PAID APP STORE SEARCH
- 4. GOOGLE DOMINATE Google are sitting on the top of the pile for total mobile ad revenue
- 5. INSTALL ADS IN SEARCH RESULTS
- 6. INSTALL ADS IN SEARCH RESULTS
- 7. YOUTUBE APP INSTALL PLACEMENTS
- 8. DISPLAY APP INSTALL ADS
- 9. BUT STILL UNDER PRESSURE
- 10. GOOGLE DOMINATE (ish) Losing market share
- 11. RANDOM BLUE LINE
- 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. MOBILE WEB IS LOSING OUT TO APPS
- 15. ? EXISTING APP ADVERTISING OPPORTUNITIES VIA GOOGLE
- 16. 2. HOW PAID SEARCH IN GOOGLE PLAY WILL WORK
- 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. 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. PILOT PHASE TIMINGS Q1 - BETA Q2 - APLHA Other direct verticals Specialist agencies Large travel advertisers
- 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. 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. NEW METRICS – THE HOLY GRAIL OF ASO Keyword search volume stats Could be applied to both Google Play and Apple App Store
- 24. NEW METRICS – OTHER POSSIBILITIES Suggested bids Competition Long tail keyword search volumes Conversion rates
- 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. IMPACT ON GOOGLE PLAY ALGORITHM Back in 1999…
- 27. IMPACT ON GOOGLE PLAY ALGORITHM A move towards a less curated and a more search-driven platform is inevitable
- 28. POSSIBLE SEARCH IMPROVEMENTS • Results personalised based on apps installed • Contextual search (London apps when in London) • Deep category filters
- 29. 4. Short plug for TO
- 30. “Specialist agency focused on multilingual earned and owned media services on desktop and mobile” WHO ARE WE?
- 32. IN HOUSE LANGUAGE COVERAGE 18+
- 35. @ASOBarcamp #ASOBarcamp “And on the 7th Day, God Created ASO” 12th March 2015 The College Arms, London
Editor's Notes
- The purpose of this section is to give an overview of the existing advertising opportunities provided by Google and show what the paid play store placements will bring into this picture (for Google, app users, publishers and marketers)
- The popularity of app install ads (Google, Facebook, Yahoo and Twitter) among publishers only confirms how big the problem of app store discovery is at the moment.
- The popularity of app install ads (Google, Facebook, Yahoo and Twitter) among publishers only confirms how big the problem of app store discovery is at the moment.
- Youtube app install Use the TrueView functionality, the service that lets users skip through videos. Available only on mobile and tablets. Requires video-making capacity from publishers.
- App installs campaigns – shown to people while they’re already using apps similar to yours (targeting by device, operating system, app category) App engagement campaigns – image or video ads shown in other apps similar to yours to people who already have your app installed
- Mobile users are less likely to click on ads on mobile devices which leads to lower bids and lower ad rates and less profit for Google
- Mobile users are less likely to click on ads on mobile devices which leads to lower bids and lower ad rates and less profit for Google
- Mobile users are less likely to click on ads on mobile devices which leads to lower bids and lower ad rates and less profit for Google
- Mobile users are less likely to click on ads on mobile devices which leads to lower bids and lower ad rates and less profit for Google
- Would need more information on how it’s being implemented and how it works. This would be invaluable.
- - searching Google Play for terms like "hotel app" or "travel apps" will bring up the usual listings, topped by the new sponsored result – with clear yellow "Ad" label - will likely work in much the same way AdWords does (daily budget, bids on particular queries)
- - testing on small group of current search advertisers. For now, the ads will appear only on Android smartphones; rollout to the tablet and web versions later - still unknown whether ads will be sold on a per-click, per-install or other basis - the feedback and results from this pilot will determine the mass rollout, reasonable to assume it'll open up to more app makers in relatively short order, unclear if current web search advertisers will be given preference then
- - testing on small group of current search advertisers. For now, the ads will appear only on Android smartphones; rollout to the tablet and web versions later - still unknown whether ads will be sold on a per-click, per-install or other basis - the feedback and results from this pilot will determine the mass rollout, reasonable to assume it'll open up to more app makers in relatively short order, unclear if current web search advertisers will be given preference then
- Huge chance to appear on top of search results with the only things differentiating your app from organic results being the small yellow “Ad” label and no rank number. Compared to web results the visual difference between sponsored and organic results is smaller – users more likely to click on ads Opportunity limited if only 1 sponsored result per search.
- Will downloads generated from ads impact organic rankings: Will Google take ad-driven downloads into account in their algorithm? If yes – this will favour those buying ads (more downloads of their apps = higher rankings) (direct impact on ASO)
- The Holy Grail: new App tools (if the advertising platform will be similar to the AdWords one) Search volume by keywords - the most valuable information that neither App Store gives out at present Access to keyword search volumes and average bids (similar to keyword planner) – opportunity for ongoing ASO keyword refinement
- conversion rates – insights into keyword relevancy and conversion optimization (icon, screenshots, description), depending how much data made available competition on keywords - similar to what SensorTower provides, but showing competition on advertised keywords only long tail keywords: opportunity for small developers with low visibility to appear on top of search results for less competitive keywords (lower bids)
- New dynamics of app store search and competition – publishers and marketers will have more app store metrics and more insights into their competitors’ keywords – apps likely to be optimised better
- Google Play’s search is broken: title only, impossible to rank for certain keywords. Reminds of days before Google stepped in (AltaVista). Better discovery crucial for Google Play. If a better app store comes into play, it might threaten the major app stores (Google, Apple).
- Assume that with the announcement of Paid comes a tacit agreement that Organic is broken on Google Play. Better discovery crucial for Google Play. Google Play is only 3 years old.
- Contextual search – London apps when in London Deep category filters – browsing by categories to narrow down to most relevant category Hints that Google are working on improving the algorithm
- The purpose of this section is to give an overview of the existing advertising opportunities provided by Google and show what the paid play store placements will bring into this picture (for Google, app users, publishers and marketers)
- Speed is delivered with more than just languages; speed is a service value that can be seen in how we scale all projects including our work with OMD. Speed is also seen in the way we have reacted to mobile, and how we have begun to fit ASO into our business.
- Coverage is more than just languages; coverage is about thoroughness in approach, anticipating digital marketing shifts. High quality resources in multiple areas: mobile, build, design, SEO, content marketing, PPC