Ekaterina Shapira, Anna Zhitnyuk, Google

Find the Right Users, Find Success
Saint Petersburg, Russia
June 2016

Proprietary + Confidential
Welcome & Intro
Google Solutions for App Promotion
Optimisation
Agenda
Example: Promotion of Casual Games
App Analytics

Anna Zhitnyuk & Katerina Shapirа

“The best time to plant a tree was
20 years ago. The second best
time is now.”
Chinese proverb

Welcome & Intro
Google Solutions for App Promotion
Optimisation
Example: Promotion of Casual Games
App Analytics

Driving discovery and installation of your app
≈2 M+
apps in each
app store
≈50%
of apps have
never been downloaded

1. Acquire high-quality users at scale
2. Retain customers & maximize life-
time value
We helping you build a thriving app business in 2 ways:

Unique inventory: Reach gamers from
intent to suggestion
27%
use search to find apps
1B
viewers on YouTube
900M
unique devices/month
50B
app downloads
Mobile users aren’t confined to one place online

Google Play reaches
1B+people
190+countries
It’s a native, high impact slot
shown to users on Android devices
searching for apps
Google Play: The moment of highest intent

Beautiful, high
performing creative
is the baseline for
display campaigns

Consider targeting avid gamers; not just
whales
Source: Greenberg Inc. – Mobile Gaming Research – Dec. 2015
Total games revenueGame-playing population
65%
35%
31%
69%
Light gamers
Avid gamers

Spend behavior & LTV
Apps downloaded by category
Time spent in apps
Actions taken in apps
Similar apps based on app store
behavior (installed app categories)
Google insights to
identify avid gamers:

Conversion Optimizer
for Buyers
Uses fresh insights to drive installs
from gamers likely to purchase
Automatically leverages Google Play data to
determine “purchase probability” for a given
user for your game
Delivers 3X ROI vs campaigns targeting
“all users”
Focus your budget on closing the deal with
users most likely to purchase

Active user targeting
is the way to tap into
player engagement data
New targeting in AdWords that
helps you find users in last 30
days who have:
Spent ≥ 30 mins playing games
Played a Google Play Games integrated app

Reach higher-quality
users with TrueView
app promo
YouTube users are
2X more likely to download your app
than the average user
YouTube users have
$$ higher lifetime value
than other video platforms
+

App Analytics
App Analytics
Attribution Analytics
Internal system-integration
(Google Play)
AdWords SDK
Third party tracking
solutions

Firebase
Backend services
Real-time database
File/image storage
Authentication
Remote config
Hosting
Notifications
Dynamic Links
Invites
App Indexing
AdWords
AdMob
Develop Grow Earn
App quality
Test lab
Crash reporting
Firebase tools help make app success simple

Firebase
Free
Full app analytics at no cost; scales as
your business grows
App-first
Designed for apps; reflects how you
think about your business
Integrated with AdWords
Works seamlessly with AdWords
for conversion tracking and audience
list creation
Understand your users
Set up audience segments and gain
insights on how to grow your app
Simple yet powerful
Automatic set up with out-of-the-box
reporting with raw data export for
detailed analysis
Unlimited event reporting
No hit limits or sampling! See all the data
and use it to improve your app

App Store Optimisation: Quality apps get more sales
2–2.9 Stars 3–3.9 Stars 4–5 Stars1–1.9 Stars
Sales
9X
4XHighly rated apps
generate
significantly more
sales

a. Optimization based on network
SearchWatch on YouTube Play in Apps Surf the Web

Run on Network
target all categories of the
Play/App Store
Installed Categories
users who already downloaded an
app from a certain category
Paid App Installers
users who already downloaded a
paid app
New Devices
target devices that are new in the
network (choose timeframe)
In-App Purchasers
users who already made in-app
purchases in other apps (Android
only)
Active Gamers
users who actively played games
in a recent timeframe
b. Optimization based on targeting
Keywords (for search)

Classic Banner
320x50 HD
468x60 HD
480x32 (iPhone)
728x90 HD (Tablet)
1024x90 (Tablet)
App Install templated ads
Title : 25 c
2 desc. lines : 35c
Interstitial Banner
300x250
320x480
480x320
768x1024 (Tablet)
1024x768 (Tablet)
with click 1.5
Interstitial Banner Video Interstitial
Custom HTML5
ads available in
beta
c. Optimization based on ad formats

CO for In-App Conversions
$ As many Installs as possible $
$$ High quality $$
installs
$$$
Transactions
(user has the app already)B
I
D
S
V
O
L
U
M
E$$ High quality installs $$
d. LTV optimization based on in-app events
● Intended to optimize on other conversion types then
installs as well (which are non Google Play based).
● An install product aimed at increasing user quality by
optimising on post-install events as well.

Confidential + Proprietary
Optimise for LTV
● All the users aren’t the same and won’t bring the same value
● Do not focus on CPIs, ROI is the more important
● An event that happens fast enough (before 48h after the install)
● You need enough volume (Set a daily campaign budget that’s at least 50x2
your CPA target)
● Finished x levels the 1st day
● Finished the tutorial in less than x min
● Reached a score above x before day 2
Installs are
outdated
CO Requirements
Examples of
good events for
optimisation

Optimise the creatives
● Video inter., Image inter. HTML5 (be careful to not make it too complex or it
will lower the CTR)
● Ads showing the game play tends to deliver the best performance
● Have 2 to 3 versions of the banners
● Replace the less performing ones (CTR & Conv rate) after several weeks by
iterations of the best performing ones
All formats
Be immersive
A/B test

Display Best Practices
● 1 ad group targeting RoN with all creatives in it. This will max out your
volume at your target CPA in the long term
● CO for in-app buyers is a must if your focus on IAPs. Target CPA at least 5
times higher than on RoN
● Not available at the moment (coming…)
● If you are seeing a clear correlation between high end devices and low end
devices with LTV, split your campaigns in order to max out the target CPA on
the best devices
Simple and broad
Payers on
Android
Payers on iOS

Search Best Practices
● Game titles and Game genres
● Use AM’s help to make your lists
● Keywords generation tool
● Cheap and profitable traffic will be in the longtail
● Conversion Optimiser on Android will limit the risk
Top Search
terms
Be broad

Best Practices

Ekaterina Shapira, Anna Zhitnyuk, Google

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (7)

Similar to Ekaterina Shapira, Anna Zhitnyuk, Google

Similar to Ekaterina Shapira, Anna Zhitnyuk, Google (20)

More from White Nights Conference

More from White Nights Conference (20)

Recently uploaded

Recently uploaded (20)

Ekaterina Shapira, Anna Zhitnyuk, Google