Estudio34 InAppEvent - How to Reach Your App Promotion KPIs with Google

Confidential + Proprietary
Grow Your App with Google
App Promo Trends & Strategies
InAppEvent,
March 3rd, 2017

Proprietary + Confidential
Mobile App Trends
Google App Promo Suite
UAC&Machine Learning
Agenda
Data: Firebase
Google’s Support for Agencies & eStudio34

Álvaro Gómez
Agency Development Manager
alvarogomez@google.com
Alisa Nikitina
App Partnerships EMEA
anikitina@google.com

Mobile App Trends
Data: Firebase

Innovation
creates global
phenomena
Pokémon GO
Niantic, Inc.

What does the data say?
Historical data and 2020 forecasts
provide an overwhelming case…
Apps are alive!
Historicals: Benedict Evans’ AtoZ blog
2008 2009 2010 2011 2012 2013 2014 2015 2016
Downloads
Gross
revenues
20
40
60
80
100
120
140
Forecast: App Annie
$41.1
$50.9
$101.1
2016F2015 2020F
2x
rev growth
by 2020
2x revenue growth and download growth by 2020,
with consistent growth by region, platform
(iOS, Android), and category (gaming, social, etc.)
Cumulative Downloads + revenue, iOS Only

Apps are just getting
past infancy
Putting these pieces together...
Downloads RevenuesUsage
App Maturity Model
App Annie
<2x
in next 5 years
Download
2x
Revenue
& Usage
TIME
VOLUME
Global Mobile App
Market Today

Mobile-first
shopping
In the first quarter of 2016,
66.5% of online sales came
from mobile devices. Of those
mobile sales, 50.4% happened
in apps and 49.6% in mweb
Source: Astound Commerce, US 2016

Google Play empowers
developers to build
successful businesses worldwide
65 Billion+ App installs
1 Billion+ 30-day active users

Business growth in Emerging
Markets is happening today
2xFaster consumer
spend in 2016
4xAbsolute volume
in downloads 2016

Marketers: the transition to mobile
has been a winding road for
marketers

Proprietary & Confidential
Users and marketers have more choice than ever
Native AppMobile Site

Instant Apps blur the line
between web & apps
● Preview Android apps without
installing them
● Only download the parts of the
app you need right now

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
$51B
2016 global gross revenue from mobile
apps
Source: App Annie, 2016

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Developers face a few challenges...
of Apps have never
been downloaded
60%
of Apps are abandoned
within 1 month
Re-Engage UsersDrive Installs
95%
of users deliver 50% of
app revenue
High Value Users
0.15%

2.2M apps 2M apps
Discoverabilit
y
is hard
Complexity
is increasing
Keywords
Placements
Demo
Targeting
Exclusions
Device
Targeting
So many
campaigns
Creatives
KPIs
LTV
is crucial
<
avg
LTV
avg
CPI
More challenges:

Not all installs or users are equal, identify valuable
users
83%
17%
users
15%
85%
revenue

Confidential & ProprietaryConfidential & Proprietary
Our vision
A simple way to find high quality
users for your app across the
largest pool of inventory

Data: Firebase

Google owns
7 products that target over 1 Billion users

2016-17 have brought many changes in App Products

Search on
Google
Video on
YouTube
Ads in Mobile
Apps Ads on Mobile
Websites
Search on
Google
Play Gmail

Universal app campaigns are a one-stop-shop to reach the
right users to install your app while they...
Search
on Google.com
Watch
on YouTube
Engage
with Apps
Surf
the Web
Discover
on Play

Data: Firebase

“The new version of Universal App Campaigns is clearly the next
step in the App Marketing Space, towards a scalable user
acquisition model that captures users with a higher LTV”
20% higher user LTV
than previous
campaigns

and improved retention and engagement of users acquired through
Universal App Campaigns new higher value install optimization.
Up to 68% decrease in
cost per registration

“Universal App Campaigns are simple, scalable and powerful. Setting up a
campaign is quick and easy, which enables my team to focus on more
strategic tasks. The difference in quality between users acquired with this
new version of Universal App Campaigns and previous campaigns is clear,
and it works on a Google scale.”
- Tuong Nguyen, Regional Head of Display Marketing @ Lazada Group

The next Generation of Universal App Campaigns
Measurement
Codeless in-app purchases, new in-app reporting columns
Cross
Platform
Drives
Value
Creative
Flexibility
$
Simple Cross
Channel

Ads
Conversions
Budget
Targeting
Bids
UAC solves the challenges with best in class reach,
simplicity, and in-app event optimization

Action
How does UAC work?
Install, In-app events,
Google Play Data
User attributes, e.g. device,
time of day, location, search
queries, apps installed
Context
Reach users in the
mindset that matters!
Search, Display,
Play Store, YouTube
Intent
Smart Algorithm
Data
Machine
Learning
Distribution1 2 3

Your insights are at the core of smarter marketing
Your KPIs are the new control
mechanism to drive value:
● Identify which user actions are valuable
● Optimize to your results with more control
100K 200K 300K0 400K
$1.00 $2.00 $3.00$0.00 $4.00
15 min. 30 min. 45 min.
Current: 15 min.
0 min. 60 min.
Current: 80K
Current: $1.50
$
Downloads
Revenue
Engagement

Confidential + ProprietarySource: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Identify which user actions are valuable
Game Retail/
eCommerce
Jobs Education Travel Local Deals Real Estate
Join group
Level up
Post score
Select content
Spend virtual currency
Tutorial begin
Tutorial complete
Unlock achievement
Add payment info
View item
View item list
View search results
Ecommerce purchase
Purchase refund
Add to cart
Begin checkout
Add to wishlist
Generate lead
Add payment info
View item list
View search results
Ecommerce purchase
Purchase refund
Add to cart
Begin checkout
Add to wishlist
Generate lead
Add payment info
View item list
View search results
Ecommerce purchase
Purchase refund
Add to cart
Begin checkout
Add to wishlist
Generate lead
Add payment info
Ecommerce purchase
Begin checkout
View item
View item list
View search results
Add to cart
search
Add to wishlist
Add payment info
View item list
View search results
Ecommerce purchase
Purchase refund
Add to cart
Begin checkout
Add to wishlist
generatelead
Add payment info
View item list
View search results
Ecommerce purchase
Purchase refund
Add to cart
Begin checkout
Add to wishlist
Generate lead

● Your conversion data
● Play data
● Usage patterns
Action + Intent +
Context
● Google.com
● Google Play
● YouTube
● Location
● Device
● Time of day
100s of inputs combined with Google’s machine
learning show the right ad, at the right time to the right
person

Identify users who are likely to ___________

Harness the power of machine learning
Combine action, intent, & context to
drive superior ROI for your business
Core
Competency
15 years
experience
Customers
have spoken
>80% choose
automated
bidding
100s of unique
signals
Based on
real life insights

From
ONE
campaign
Then reach them in the right mindset
ONE
campaign

Machine Learning - a pervasive concept with a long
history
Example
based learning
Nonlinear
pattern recognition
Big data
Frank Rosenblatt’s Perceptron
declared* as expected to be able
"to walk, talk, see, write,
reproduce itself and be
conscious of its existence."
The backpropagation algorithm
was used to adjust the weights
in a neural network. Digital Universe estimates the
amount of data created will grow
from 10 ZB to 180 ZB.
1957
2015 - 20251982
*by the New York Times

Focus on what matters to your business
HUMAN MACHINE
&
Invent
Judge
Build trust
Teach and test
Calculate
Execute
Enable
Inspire
Even in repeatable tasks, there is a critical role for human skills
Source: AdvertisingAge 2016, image Brainbackups

Before…
Hours of retroactive analysis, manual optimization
After...
Focus on client’s business to optimize on client
KPIs
Marketing
strategy
KPIs App Experience
Keywords
Placements
Demo
Targeting
Exclusions
Device
Targeting
Many campaigns
Creative
Rotation
KPIs
Marketing
strategy
Optimize measurement
and business metrics
With a/b testing and
UX design
Lag time vs. Real time
Focus on what matters for your business
Creatives
Design and optimize
relevant creative

More capacity for otherwise lost opportunities
Looking at one-dimensional targeting categories when
manually optimizing can cost you valuable users
Google’s AI looks at the user and
their actions multidimensional
Gender Age App Category
20-35
25-44 Gaming

Data: Firebase

Develop Grow Earn
An integrated platform

PROTOTYP
E
TEST
DESIGN
RESEARCH
PUBLIS
H
LAUNCH REACH
ENGAGE
OPTIMIZE
SCALE
ANALYZE
ITERATE
How Google helps developers
EARNGROWDEVELOP

Source: Cisco, Global Mobile Data Traffic Forecast Update, 2015-2020, Feb 2016
Some challenges with app data
How do you
use data across your stack?
How do you
capture all the data?
How do you
spot the trends?

Firebase: app success made
simple

Free and
unlimited
Automatic
event reporting
Seamlessly
integrated
Cross - platform
iOS / Android
Firebase Analytics: core principles

Firebase Analytics is powerful, free and unlimited
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

Estudio34 InAppEvent - How to Reach Your App Promotion KPIs with Google

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