The focus of the presentation is Google App Campaigns. You will learn about Google Automation and Machine Learning and how to effectively use this machine powers. We present some trends / benchmarks in the industry and how these impact and imply to your UA strategy, share best practices on campaigns’ optimization and creatives advices.
mtpcon London+EMEA 2022 – Why Product Managers should not be data-driven.pdfJens-Fabian Goetzmann
Product managers today have access to detailed data and analytics around how their product is being used. This has led to the rise of the "data-driven product manager" who bases their decisions on data as much as possible. In this talk, Jens explains why that is a trap, and what to do instead.
Product Management For Free-to-Play Games w/ AC&A's Senior PMProduct School
The presentation covered the principles of product management for free-to-play games. Games have taken a live product mentality in the last few years, and PM's need to be able to combine design, data, and marketing to drive important KPI's.
Bullet points:
- What the important revenue and retention KPIs for games are
- How to decide what new features to add to gaming products
- What a successful A/B testing looks like in the gaming space
- Ad supported games
- Case studies: examples of successful feature releases in the gaming industry
Killer Design Patterns for F2P Mobile/Tablet GamesHenric Suuronen
Presentation on Design Patterns for Mobile and Tablet games presented in July 2013 at ChinaJoy in Shanghai by Henric Suuronen, President & Co-Founder at Nonstop Games
Dual Track Agile Or, How I learned to stop worrying and love the scrumUXDXConf
In software there are two key types of work - discovery and delivery. However, that doesn't mean there are different people doing those jobs. If the whole team is responsible for product success, not just getting things built, then the whole team needs to understand and contribute to both kinds of work.
Dual track agile and the UXDX model both convey the approach of design and development working together.
Product Led Growth (PLG) is a go-to-market strategy that relies on product usage as the primary driver of acquisition, conversion and expansion. Learn why we're now in the end user era and how your org can adapt.
Discovery is an iterative process of reducing uncertainty. It's an essential part of how we do Product Development; routinely involving our customers in the act of deciding what we build, before we build it. Without discovery we increase the risk of building solutions that our customer won’t want, use or value. With discovery we maximise our chances of investing in ideas that are likely to succeed.
Building AI products by Google Group Product Manager.pdfProduct School
The document provides guidance for product managers on building AI products. It discusses common questions received about using "magic pixie dust" or AI capabilities from companies like DeepMind. It then outlines the product manager's role in ML product development as creating clarity on problems, setting success criteria, advocating for culture, and communicating carefully. It provides a decision tree for determining when ML may be useful for a product based on available data, problem type, personalization needs, error tolerance, and user comfort with opacity. Finally, it notes things to watch out like preventing poor outcomes and that ML is not a replacement for good product management.
mtpcon London+EMEA 2022 – Why Product Managers should not be data-driven.pdfJens-Fabian Goetzmann
Product managers today have access to detailed data and analytics around how their product is being used. This has led to the rise of the "data-driven product manager" who bases their decisions on data as much as possible. In this talk, Jens explains why that is a trap, and what to do instead.
Product Management For Free-to-Play Games w/ AC&A's Senior PMProduct School
The presentation covered the principles of product management for free-to-play games. Games have taken a live product mentality in the last few years, and PM's need to be able to combine design, data, and marketing to drive important KPI's.
Bullet points:
- What the important revenue and retention KPIs for games are
- How to decide what new features to add to gaming products
- What a successful A/B testing looks like in the gaming space
- Ad supported games
- Case studies: examples of successful feature releases in the gaming industry
Killer Design Patterns for F2P Mobile/Tablet GamesHenric Suuronen
Presentation on Design Patterns for Mobile and Tablet games presented in July 2013 at ChinaJoy in Shanghai by Henric Suuronen, President & Co-Founder at Nonstop Games
Dual Track Agile Or, How I learned to stop worrying and love the scrumUXDXConf
In software there are two key types of work - discovery and delivery. However, that doesn't mean there are different people doing those jobs. If the whole team is responsible for product success, not just getting things built, then the whole team needs to understand and contribute to both kinds of work.
Dual track agile and the UXDX model both convey the approach of design and development working together.
Product Led Growth (PLG) is a go-to-market strategy that relies on product usage as the primary driver of acquisition, conversion and expansion. Learn why we're now in the end user era and how your org can adapt.
Discovery is an iterative process of reducing uncertainty. It's an essential part of how we do Product Development; routinely involving our customers in the act of deciding what we build, before we build it. Without discovery we increase the risk of building solutions that our customer won’t want, use or value. With discovery we maximise our chances of investing in ideas that are likely to succeed.
Building AI products by Google Group Product Manager.pdfProduct School
The document provides guidance for product managers on building AI products. It discusses common questions received about using "magic pixie dust" or AI capabilities from companies like DeepMind. It then outlines the product manager's role in ML product development as creating clarity on problems, setting success criteria, advocating for culture, and communicating carefully. It provides a decision tree for determining when ML may be useful for a product based on available data, problem type, personalization needs, error tolerance, and user comfort with opacity. Finally, it notes things to watch out like preventing poor outcomes and that ML is not a replacement for good product management.
4 years ago i announced a project of mine at a conference – Running Remote.
I mentioned that i wanted to start a fund. Here is what happened, how i approached it, and my learnings.
7 steps for creating the ultimate product-led growth strategy
A practical guide for B2B product leaders
Mickey Alon, Former CEO and co-founder of Insightera, CPO and co-founder of Aptrinsic (Gainsight PX).
A/B Testing for New Product Launches by Booking.com Sr PMProduct School
This document discusses A/B testing strategies for new product launches. It begins by explaining what A/B testing is and why companies use it. For new products, qualitative data is more important than quantitative data in the early stages. A minimum viable product (MVP) should be launched to create a foundation for A/B testing. Iterative testing can introduce other features to determine the winning variant, and holdouts can measure long-term success. Other validation methods like focus groups and beta testing are also discussed. The key is to qualify feedback before extensive A/B testing and measure performance over the long run.
The document discusses the state of the cloud and AI industries in 2023. It provides data on key trends like the performance of cloud indexes relative to broader markets, funding levels for SaaS companies, and the growth and valuation of "Centaur" companies worth over $100M in annual recurring revenue. It also presents predictions around areas like SaaS companies focusing on efficiency, the role of climate software in the energy transition, the emergence of multiple "pillar" AI companies, and the rapid adoption of large language models across SaaS applications. The document is an annual report from Bessemer Venture Partners analyzing major developments and forecasting areas of opportunity.
SolChicks pitch deck: $77M for blockchain gamingPitch Decks
SolChicks is a play-to-earn fantasy game built on Solana. The SolChicks game demo attracted over 50,000 players in only the first week of its release.
The startup gained over 350,000 followers on Twitter and claims its community consists of 700,000 across 20 countries, amassed in just four short months.
The Australian-founded play-to-earn blockchain gaming company started just September has already raised $77 million from venture capital and institutional investment funds, as well as more than 100 staff. SolChicks is scheduled for a mini-game release at the end of March 2022, an “alpha” release in April and an official release in September.
A primer on AB testing and it's application in ecommerce. A necessary tool in every product manager's arsenal. Covers the principles behind setting up a good test and the statistical tools required to analyze results.
Navigating the Three stages of the Mobile Game Marketing LifecycleEric Seufert
The document discusses the three stages of the mobile games marketing lifecycle: the Honeymoon Stage, the Growth Stage, and the Strategy Stage. It describes each stage as follows:
1) The Honeymoon Stage is when the game is new and gets the highest click-through rates from players seeing ads for the first time. Developers must decide whether to aim for maximum reach or leave room for future scaling.
2) The Growth Stage occurs after scaling to the maximum on top channels. It involves increasing channels, team size, roles, and automation to continue growth.
3) The Strategy Stage happens when direct response ads no longer profitably drive sufficient new users. Developers must look to brand attachment, out of home
This is a guide for game funding presented during ]the MICA conference in Buenos Aires on October 6, 2017. It includes info on the different types of funding, funding sources for games and game studios, as well as presentations that will help present game studios and their games for studio funding and project funding opportunities.
The document contains instructions for drawing a summer meadow scene with specific elements like flowers, grass, cows, birds, and a sun. It begins with more open requirements to draw blue and red flowers with cows and birds under a sun. Then it provides closed, detailed requirements specifying the number and characteristics of each element to include in the drawing. The document discusses the difference between open and closed requirements.
3 Useful Case Studies from Hyper-Casual Games and Ad-Funded Apps | Yaniv NizanJessica Tams
This document provides 3 case studies from a company called SOOMLA that measures ad lifetime value (LTV).
The first case study shows how SOOMLA identified "ad whale lookalikes" for two games, which increased installs by 15,908 and revenue by $26,998 with a 69.5% ROI.
The second case study optimized price floors for bids in an app, which led to a 3.5x increase in eCPM from one ad network and a 30% total revenue increase.
The third case study used SOOMLA's tools to identify advertisers that caused high churn rates, allowing one game developer to optimize revenue by blacklisting certain advertisers
Design Spikes for the Dual-Track Agile Processuxpin
You'll learn:
How to fit design spikes into a Scrum framework
How to address user stories without neglecting UX strategy
How to solve design problems before they become development issues
The seed stage of the venture capital industry went through a boom cycle from 2006-2014 but has lately seen a sharp decline. What's happening? Is it temporary or are their structural problems? This deck answers that question.
10 Metrics Every SaaS PM Should Use by fmr Facebook Product LeaderProduct School
Main Takeaways:
-Understand what data is essential for your success
-How to work towards your metrics
-Key differences between necessary and unnecessary metrics
Presenter: Mukund Seshadri
How do you prioritize features? Do you come up with a new framework every time? Gut feel? This session will provide an overview of 20 well known feature prioritization frameworks and discuss which one is most appropriate for your situation.
"A software engineer turned Technical Product Manager. I work at Schneider Electric helping ensure Life is On across the world.
Life is too short to build products that people don't want."
3 lessons from 9 years of locomotive offers: Data based user segmentation and...GameCamp
How did TrainStation evolve from simple offers to automated personalized monetisation systems? How to combine using data, design insights and community outreach to create the most compelling offers for players? How do we integrate that information with content creation and automation? Presentation based on practical examples.
How to create your Minimum Viable Product - Raff PaquinRaff Paquin
The document discusses how to build a Minimum Viable Product (MVP). It recommends a three step process: 1) Build a prototype to test hypotheses, 2) Expose the prototype to customers and measure behaviors to collect data, and 3) Transform the behavioral data into new hypotheses and ideas for the next iteration. The goal of this iterative process is to continuously test ideas, build the product, and lower risks while maximizing learning for startups. It emphasizes that even large, successful companies continue iterating in this way.
The document discusses how product-led growth has become the next evolution of go-to-market strategies, with companies focusing on viral user acquisition, free trials, and bottom-up sales driven by product usage. It provides examples of high-growth SaaS companies that have achieved faster revenue growth rates, higher gross margins, and greater valuation multiples through product-led strategies that prioritize the customer experience.
Game monetization: Overview of monetization methods for free-to-play gamesAndrew Dotsenko
This document provides an overview of monetization methods for free-to-play games. It discusses the monetization loop of action, incentive, and expansion blocked by paywalls that can be overcome through grinding, spamming friends for help, or paying. It also covers key elements of player engagement like mechanics, progress/goals, social factors, and game evolution. Finally, it discusses what players typically pay for in games like identity expression, vanity, competition, and progress, as well as how to sell virtual items through creating awareness, understanding of an item's functionality, and desirability.
Grow your game with Google ad monetisation / Bogdina Buvaeva (Google)DevGAMM Conference
The presentation will cover best practices for ad monetisation with Google AdMob: how to ensure your users are happy with ads, how to choose the best ad formats and make sure that you are making the most revenue with different ad networks. Also the talk with cover the basics of analytics necessary for success with ad monetization.
Your successful launch with Google AC / Daria Bogdanova (Google)DevGAMM Conference
In this presentation Daria will cover the key success factors of launching UA campaigns for mobile gaming apps with Google. Daria will cover , among others, measurement and creative best practices .
4 years ago i announced a project of mine at a conference – Running Remote.
I mentioned that i wanted to start a fund. Here is what happened, how i approached it, and my learnings.
7 steps for creating the ultimate product-led growth strategy
A practical guide for B2B product leaders
Mickey Alon, Former CEO and co-founder of Insightera, CPO and co-founder of Aptrinsic (Gainsight PX).
A/B Testing for New Product Launches by Booking.com Sr PMProduct School
This document discusses A/B testing strategies for new product launches. It begins by explaining what A/B testing is and why companies use it. For new products, qualitative data is more important than quantitative data in the early stages. A minimum viable product (MVP) should be launched to create a foundation for A/B testing. Iterative testing can introduce other features to determine the winning variant, and holdouts can measure long-term success. Other validation methods like focus groups and beta testing are also discussed. The key is to qualify feedback before extensive A/B testing and measure performance over the long run.
The document discusses the state of the cloud and AI industries in 2023. It provides data on key trends like the performance of cloud indexes relative to broader markets, funding levels for SaaS companies, and the growth and valuation of "Centaur" companies worth over $100M in annual recurring revenue. It also presents predictions around areas like SaaS companies focusing on efficiency, the role of climate software in the energy transition, the emergence of multiple "pillar" AI companies, and the rapid adoption of large language models across SaaS applications. The document is an annual report from Bessemer Venture Partners analyzing major developments and forecasting areas of opportunity.
SolChicks pitch deck: $77M for blockchain gamingPitch Decks
SolChicks is a play-to-earn fantasy game built on Solana. The SolChicks game demo attracted over 50,000 players in only the first week of its release.
The startup gained over 350,000 followers on Twitter and claims its community consists of 700,000 across 20 countries, amassed in just four short months.
The Australian-founded play-to-earn blockchain gaming company started just September has already raised $77 million from venture capital and institutional investment funds, as well as more than 100 staff. SolChicks is scheduled for a mini-game release at the end of March 2022, an “alpha” release in April and an official release in September.
A primer on AB testing and it's application in ecommerce. A necessary tool in every product manager's arsenal. Covers the principles behind setting up a good test and the statistical tools required to analyze results.
Navigating the Three stages of the Mobile Game Marketing LifecycleEric Seufert
The document discusses the three stages of the mobile games marketing lifecycle: the Honeymoon Stage, the Growth Stage, and the Strategy Stage. It describes each stage as follows:
1) The Honeymoon Stage is when the game is new and gets the highest click-through rates from players seeing ads for the first time. Developers must decide whether to aim for maximum reach or leave room for future scaling.
2) The Growth Stage occurs after scaling to the maximum on top channels. It involves increasing channels, team size, roles, and automation to continue growth.
3) The Strategy Stage happens when direct response ads no longer profitably drive sufficient new users. Developers must look to brand attachment, out of home
This is a guide for game funding presented during ]the MICA conference in Buenos Aires on October 6, 2017. It includes info on the different types of funding, funding sources for games and game studios, as well as presentations that will help present game studios and their games for studio funding and project funding opportunities.
The document contains instructions for drawing a summer meadow scene with specific elements like flowers, grass, cows, birds, and a sun. It begins with more open requirements to draw blue and red flowers with cows and birds under a sun. Then it provides closed, detailed requirements specifying the number and characteristics of each element to include in the drawing. The document discusses the difference between open and closed requirements.
3 Useful Case Studies from Hyper-Casual Games and Ad-Funded Apps | Yaniv NizanJessica Tams
This document provides 3 case studies from a company called SOOMLA that measures ad lifetime value (LTV).
The first case study shows how SOOMLA identified "ad whale lookalikes" for two games, which increased installs by 15,908 and revenue by $26,998 with a 69.5% ROI.
The second case study optimized price floors for bids in an app, which led to a 3.5x increase in eCPM from one ad network and a 30% total revenue increase.
The third case study used SOOMLA's tools to identify advertisers that caused high churn rates, allowing one game developer to optimize revenue by blacklisting certain advertisers
Design Spikes for the Dual-Track Agile Processuxpin
You'll learn:
How to fit design spikes into a Scrum framework
How to address user stories without neglecting UX strategy
How to solve design problems before they become development issues
The seed stage of the venture capital industry went through a boom cycle from 2006-2014 but has lately seen a sharp decline. What's happening? Is it temporary or are their structural problems? This deck answers that question.
10 Metrics Every SaaS PM Should Use by fmr Facebook Product LeaderProduct School
Main Takeaways:
-Understand what data is essential for your success
-How to work towards your metrics
-Key differences between necessary and unnecessary metrics
Presenter: Mukund Seshadri
How do you prioritize features? Do you come up with a new framework every time? Gut feel? This session will provide an overview of 20 well known feature prioritization frameworks and discuss which one is most appropriate for your situation.
"A software engineer turned Technical Product Manager. I work at Schneider Electric helping ensure Life is On across the world.
Life is too short to build products that people don't want."
3 lessons from 9 years of locomotive offers: Data based user segmentation and...GameCamp
How did TrainStation evolve from simple offers to automated personalized monetisation systems? How to combine using data, design insights and community outreach to create the most compelling offers for players? How do we integrate that information with content creation and automation? Presentation based on practical examples.
How to create your Minimum Viable Product - Raff PaquinRaff Paquin
The document discusses how to build a Minimum Viable Product (MVP). It recommends a three step process: 1) Build a prototype to test hypotheses, 2) Expose the prototype to customers and measure behaviors to collect data, and 3) Transform the behavioral data into new hypotheses and ideas for the next iteration. The goal of this iterative process is to continuously test ideas, build the product, and lower risks while maximizing learning for startups. It emphasizes that even large, successful companies continue iterating in this way.
The document discusses how product-led growth has become the next evolution of go-to-market strategies, with companies focusing on viral user acquisition, free trials, and bottom-up sales driven by product usage. It provides examples of high-growth SaaS companies that have achieved faster revenue growth rates, higher gross margins, and greater valuation multiples through product-led strategies that prioritize the customer experience.
Game monetization: Overview of monetization methods for free-to-play gamesAndrew Dotsenko
This document provides an overview of monetization methods for free-to-play games. It discusses the monetization loop of action, incentive, and expansion blocked by paywalls that can be overcome through grinding, spamming friends for help, or paying. It also covers key elements of player engagement like mechanics, progress/goals, social factors, and game evolution. Finally, it discusses what players typically pay for in games like identity expression, vanity, competition, and progress, as well as how to sell virtual items through creating awareness, understanding of an item's functionality, and desirability.
Grow your game with Google ad monetisation / Bogdina Buvaeva (Google)DevGAMM Conference
The presentation will cover best practices for ad monetisation with Google AdMob: how to ensure your users are happy with ads, how to choose the best ad formats and make sure that you are making the most revenue with different ad networks. Also the talk with cover the basics of analytics necessary for success with ad monetization.
Your successful launch with Google AC / Daria Bogdanova (Google)DevGAMM Conference
In this presentation Daria will cover the key success factors of launching UA campaigns for mobile gaming apps with Google. Daria will cover , among others, measurement and creative best practices .
http://fr.droidcon.com/2014/agenda/
http://fr.droidcon.com/2014/agenda/detail?title=Maximize+App+engagement+and+monetization
Learn how you can turn your app into a business.
Discover the different mobile apps monetization models and trends.
Speaker : Jean Maisonnial, Google
Jean has been working at Google for more than 3 years. He is a Mobile Apps Consultant and works with French developers to help them to grow, distribute and monetize their apps.
Estudio34 InAppEvent - How to Reach Your App Promotion KPIs with GoogleWilliam Renedo
This document provides a summary of a presentation about growing mobile apps with Google services. It discusses trends showing continued growth in the mobile app market and challenges developers face in user acquisition and retention. Google's Universal App Campaigns and Firebase analytics platform are presented as solutions. UAC allows developers to reach users across Google properties with one campaign and optimize for high lifetime value users. Firebase provides analytics and integrates with other Google tools to help developers better understand users and improve their mobile apps.
Advanced approach to Google Universal App campaigns.GameCamp
How to use Google Universal App campaigns for gaming users acquisition? What are tips and tricks that help you manage campaigns effectively? How to structure activities for different game genres?
The Swiss Army Knife Approach to Monetization | Rujul PatelJessica Tams
The document discusses the Swiss Army Knife approach to mobile game monetization using the Fyber platform. It provides three case studies that demonstrate how games improved ad revenue and engagement by optimizing rewarded video placements and rewards. The Royal Revolt 2 case increased ad revenue per daily active user over 10 times by adding new rewarded video placements that offered better rewards. A Japanese game publisher found rewarded videos doubled the likelihood players would make in-app purchases. And optimizations to the rewarded video experience in Kill Shot increased ad revenue and exposure for both iOS and Google Play players. The key takeaways are to integrate rewarded videos into the core game experience, optimize the reward amount, and pay attention to how rewarded videos can increase in-app
The document discusses different monetization models for mobile apps such as paid/premium, freemium/free-to-play, mcommerce, advertising, lead generation/affiliate, and data. It then discusses how brands and app marketers can measure ROI without direct monetization by looking at metrics like LTV, retention, and virality. Finally, it proposes four approaches - using CPx targets, virtual revenue modeling, focusing on brand KPIs, and assigning value to user data - for measuring user acquisition effectiveness for alternative app business models like branded apps, growth-funded apps, and apps of classifieds.
How to launch successful retargeting campaigns for gaming apps issei tanaka_f...Jessica Tams
This document discusses how to successfully launch retargeting campaigns for gaming apps. It recommends specifying the target audience based on in-game events and goals. Integrating additional player data from within games is important to power dynamic segmentation and creative optimization. Segmenting users based on their progress and allocating budget efficiently can improve campaign performance. Dynamic creatives that are personalized to each user's achievements can significantly increase engagement.
gmd2015 pawel_matkowski_how to track for insights in the data points (web, mw...Asphri457
The document discusses tracking insights across devices and platforms. It notes that as data has proliferated, tracking has become more complex (paragraphs 1-2). It then recommends boosting app tracking by improving install attribution, unifying data across devices and assets through tools like the Google Analytics user ID, and analyzing the unified data for insights and optimization (paragraphs 3-5). Specific strategies discussed include configuring postbacks for mobile app install attribution, setting up cross-device conversion tracking, and using cohort analysis to measure and improve retention and customer acquisition over time.
Fiksu presentation at GDC: The Vicious Battleground, The Challenge of Gamer A...Fiksu
Glenn Kiladis, VP of New Market & Media Solutions at Fiksu, discussed the challenges of gamer acquisition in today's highly competitive mobile gaming market. He outlined the difficulties of achieving cost-effective gamer acquisition at scale, gaining optimal app store visibility, navigating the growing ecosystem, and understanding shifting consumer behavior. Kiladis also provided strategies for optimizing discovery, acquisition, and post-download engagement through techniques like paid media, retargeting, social marketing, and app store optimization. The presentation aimed to help app publishers effectively acquire loyal gamers and maximize ROI in this challenging battleground.
Marmalade Webinar Series - GameHouse Increase User Aquisition in Gamesmarmaladeapps
Marmalade Webinar Series - GameHouse Tips to Increase User Acquisition in Games. For more info on Marmalade SDK, visit http://www.madewithmarmalade.com.
5 Reasons Why A Programmatic Approach is the Smartest Marketing Decision You'...Digiday
This document discusses the benefits of a programmatic marketing approach and data-enabled marketing. It argues that programmatic is the most powerful way for marketers to efficiently reach customers using their own customer data and signals. It also discusses that programmatic marketing provides access to global video, mobile, social and display inventory and can optimize campaigns based on return on investment and cost per acquisition metrics. Cookies are declining in usefulness due to multiple devices and browsers, necessitating new technologies for recognizing devices. Programmatic bidding uses goal value and action rate to determine optimal bid price.
The document summarizes a presentation about search engine optimization and marketing trends. It covers topics like keyword research, link building, paid search advertising, social media integration, measuring results, and newer developments. The presentation was given by a search marketing agency to provide an overview of SEO basics and hot trends in 2011.
Think Mobile with Google Event - AppsFlyer Presentation - EnglishAppsFlyer
The document discusses a mobile advertising measurement platform that provides analytics, attribution, and retargeting capabilities. It allows advertisers to measure campaign performance across different ad networks and platforms. The platform also includes features like OneLink that provides a single smart link for apps regardless of platform or installation status, and gets attribution data in real time to serve relevant content to users. It shows how the platform has improved accuracy over time and provides tips to increase conversion rates and user quality.
How To Acquire Quality Users Through Technology And Analytics -- Ed Laws, Francois Deschenes, InMobi (The White Nights: Mobile Games Conference http://www.wnconf.com/)
Holistic Monetisation: Ads, IAP and Player Engagement / Felix The, Head of Pr...AppsFlyer
The document discusses Unity's monetization suite, which aims to take a holistic approach to monetization through performance advertising, brand advertising, in-app purchases, player acquisition, engagement, retention, and data analytics. The suite includes tools like Audience Pinpointer for targeted campaigns, a personalization engine, and the Game Foundation for core game systems. Using the suite provides benefits like shared performance visibility, synergies between functions, and better coordination across teams.
【EN】Demand Side Deck-Mobvista-2016Q4-1101Karlie Cheng
Mobvista is a global mobile advertising technology company that provides comprehensive solutions for advertisers, including access to over 2 billion mobile users across 12 offices worldwide. Their solutions include native advertising technology, precision user targeting, performance-based advertising across apps and games, anti-fraud protection, and search and social advertising to optimize ROI. Mobvista works with over 15,000 apps and has received industry recognition for its products and services.
Mobile Ad Monetization for Games | Christian CalderonJessica Tams
Delivered at Casual Connect USA 2016. Ad monetization is a relatively mysterious activity for most startups, and has become increasingly more important for a majority of developers these days. Ketchapp has launched hundreds of titles that have been played by over 500 million people around the world. Join this session with Ketchapp's chief revenue officer Christian Calderon to discover how startups can be more effective in their monetization strategies.
Similar to Find more of the right users with Google ads: best practices for Gaming (20)
The art of small steps, or how to make sound for games in conditions of war /...DevGAMM Conference
During a year of the war, our studio continues working and creating audio for video games. What helps us to stay productive and meet the deadlines under rocket attacks and blackouts? My short story is about choices and real steps which help us to adapt the mind and business to the new reality.
Breaking up with FMOD - Why we ended things and embraced Metasounds / Daniel ...DevGAMM Conference
Are you tired of being in a stagnant relationship with your game's audio system? Our team felt the same way, so we broke up with FMOD and started seeing Metasounds instead. We had to navigate some challenges during the transition, but we built custom editor scripts to automate certain processes, and we found that while FMOD made it easier to design sounds and music, Unreal provides fewer bugs. And while both Unreal Audio and Metasounds have their quirks, we decided to take matters into our own hands and build our own custom tools and features to make the workflow as efficient as we can.. Our bumpy journey from transitioning to Unreal Audio is not without any problems, but we feel like we are on the right track. We have the flexibility to create the sounds we want and take our game's audio to new heights. So if you're ready to break free from your boring audio engine, join us as we share our story of breaking up with FMOD and embracing the wacky world of Metasounds.
Object-based audio improves spatial accuracy by assigning sounds as independent audio objects that can be precisely positioned in 3D space, rather than assigning them to fixed speaker channels. This allows for maximum spatial precision and flexibility to author once and have sounds adapt to different output configurations. Key benefits of object-based audio include improved spatial accuracy, leveraging of hardware capabilities through object rendering, and authoring once for all output configurations.
Why indie developers should consider hyper-casual right now / Igor Gurenyov (...DevGAMM Conference
This document discusses why indie game developers should consider developing hyper-casual games. It provides a brief history of hyper-casual games, noting their rise in popularity from 2013 onward. It argues that hyper-casual games are no longer just about mobile, as their mechanics can be adapted to other platforms. The document advises indies to start small, simplify control schemes, invest minimally in initial prototypes, and work with publishers to test concepts before fully developing games. It suggests reimagining existing hit games in hyper-casual form as a smart strategy for indies.
In this talk we'll cover the complexities of the AI/ML landscape and what that means for independent studios. We'll look at tools for image, text, video, and multimedia and how these tools could be used to help smaller studios stand out in a competitive landscape. We'll also explore the potential legal and ethical ramifications of utilizing these tools and provide a roadmap for how to navigate this tumultuous ocean of technology
Agility is the Key: Power Up Your GameDev Project Management with Agile Pract...DevGAMM Conference
Agile processes have been widely adopted in software development for over a decade, but their adoption in game development studios is relatively new. In this talk, Epam Management experts Ganna Ivanicheva and Boris Lesun will discuss the benefits of adopting Agile processes in game development studios, drawing from their expertise and industry research. They will also explore the similarities and differences between software and game development processes, and common pain points studios face. Additionally, the speakers will delve into the acceleration of game development processes due to the adoption of artificial intelligence (AI).
New PR Tech and AI Tools for 2023: A Game Changer for Outreach / Kirill Perev...DevGAMM Conference
This document discusses tools for public relations outreach in 2023, focusing on free and inexpensive AI and web-based options. It outlines the PR process of finding contacts, creating pitches, tracking responses, and scheduling demos. ChatGPT and Notion AI are recommended for writing, Hunter.io and Voila for contacts, Streak and Mailtrack for tracking, and Calendly and Otter.ai for scheduling and transcription. The document emphasizes using AI tools strategically and building relationships over marketing in PR.
Playable Ads - Revolutionizing mobile games advertising / Jakub Kukuryk (Popc...DevGAMM Conference
Explore the world of playable ads and their impact on mobile gaming advertising. In this presentation, I'll walk you through the pros and cons of playable ads, providing insight into how they perform and how they can be used to gain and retain users. I'll also walk you through the technical details of creating and testing playable ads, and provide tools and tips on how to maximize their impact.
Creative Collaboration: Managing an Art Team / Nastassia Radzivonava (Glera G...DevGAMM Conference
Does managing an art team differ from managing any other team?
This speech is based on personal experience in managing an art team. It is a story about forging and sustaining a healthy and trusting atmosphere that allows artistic growth. It is about a collaborative team culture, clear communication, professional development, and alignment with project goals.
Discover how focusing on these areas has allowed us to create a space where personal goals can help achieve the project goals.
From Local to Global: Unleashing the Power of Payments / Jan Kuhlmannn (Xsolla)DevGAMM Conference
Join Jan Kuhlmann, Marketing Manager for Europe at Xsolla, as he shares his expertise on taking your game to new heights. Discover the power of incorporating payments and direct-to-consumer strategies, and learn how to effectively connect with players globally. With Xsolla's fully customizable solutions, you'll have the tools to tailor your game to your players' specific needs, resulting in increased revenue and profitability.
Strategies and case studies to grow LTV in 2023 / Julia Iljuk (Balancy)DevGAMM Conference
While CPI is rising and monetization is getting harder, mobile developers explore ways to leverage the full potential of in-app purchases. This session uncovers how to stand the competition by maximizing your in-app revenue with LiveOps at any stage of the product. You will get practical steps and real-life case studies from Balancy’s work with mobile game studios.
Why is ASO not working in 2023 and how to change it? / Olena Vedmedenko (Keya...DevGAMM Conference
What will we talk about today? - What App Store Optimizationion - Main mistakes done in App Store Optimization - How to make ASO work for app succes - How to use keyword promotion in combination with ASO
How to increase wishlists & game sales from China? Growth marketing tactics &...DevGAMM Conference
Author draws from the experience of providing marketing services for 10 game development studios, the majority of which are PC developers. Presentation is divided into 3 parts: - Chinese social media & distribution platforms introduction - logic behind selected tactics - case study: games we worked on, actions taken & most effective practices
Turkish Gaming Industry and HR Insights / Mustafa Mert EFE (Zindhu)DevGAMM Conference
This time Zindhu's CEO will share more about Turkish gaming industry and its numbers. The salary ranges in Turkey, turn-over ratios, most popular reasons of turn-over and Game Studio insights diversified by genre, size and their performance
Building an Awesome Creative Team from Scratch, Capable of Scaling Up / Sasha...DevGAMM Conference
When scaling up creative production, one of the biggest headaches is ensuring consistent quality, managing a higher volume of iterations, onboarding and training new team members, and handling unexpected challenges. In this discussion, we will explore real-life case studies that provide strategies for streamlining the scaling process while prioritizing mental well-being and maintaining quality standards.
Seven Reasons Why Your LiveOps Is Not Performing / Alexander Devyaterikov (Be...DevGAMM Conference
Are you struggling with LiveOps and can't seem to figure out what's going wrong? You're not the only one. In this talk, Alexander Devyaterikov, a game producer at Belka Games, will dive into the seven most common reasons why LiveOps isn't working and provide practical solutions to overcome these challenges.
The Power of Game and Music Collaborations: Reaching and Engaging the Masses ...DevGAMM Conference
In this talk, we'll explore the power of music collaborations and how they can help reach and engage gameindustries’ audience. With music and games being among the most popular entertainments among the youthful demographic, so they make a perfect match. We'll share real-life examples of how games are using music collabs to captivate players and drive success. From game soundtracks to in-game events, we'll show how to use music to connect with audience in meaningful ways and turn it into essential tool for every developer and publisher.
Branded Content: How to overcome players' immunity to advertising / Alex Brod...DevGAMM Conference
The document discusses the results of a study on the effects of exercise on memory and thinking abilities in older adults. The study found that regular exercise can help reduce the decline in thinking abilities that often occurs with age. Specifically, older adults who exercised regularly performed better on memory and thinking tests compared to those who did not exercise regularly.
Resurrecting Chasm: The Rift - A Source-less Remastering Journey / Gennadii P...DevGAMM Conference
Discover the story behind the impressive remastering of Chasm: The Rift, originally developed by Ukrainian developer Action Forms. In this talk, we unravel the challenges of reverse engineering, asset restoration, and game mechanic reconstruction. Learn how our team breathed new life into this cult classic, overcoming the absence of the original source code to create a captivating modern gaming experience. Witness video game preservation in action, as we celebrate and cherish digital heritage.
How NOT to do showcase events: Behind the scenes of Midnight Show / Andrew Ko...DevGAMM Conference
The document outlines plans for a Midnight Show event to showcase upcoming games in a cinematic format, similar to Apple events. Several projects are listed for announcement, including Codename Project T and Codename PDW U2 Feature Film Project. Production timelines are provided from Summer 2021 through June 2022. Reflections on a previous Midnight Show note some mistakes like small post-production issues, lack of marketing and empty trailers. However, it is deemed worthwhile and they plan to do it again in a better format. The document promotes the event as a cinematic showcase for games.
The Comprehensive Guide to Validating Audio-Visual Performances.pdfkalichargn70th171
Ensuring the optimal performance of your audio-visual (AV) equipment is crucial for delivering exceptional experiences. AV performance validation is a critical process that verifies the quality and functionality of your AV setup. Whether you're a content creator, a business conducting webinars, or a homeowner creating a home theater, validating your AV performance is essential.
DevOps Consulting Company | Hire DevOps Servicesseospiralmantra
Spiral Mantra excels in providing comprehensive DevOps services, including Azure and AWS DevOps solutions. As a top DevOps consulting company, we offer controlled services, cloud DevOps, and expert consulting nationwide, including Houston and New York. Our skilled DevOps engineers ensure seamless integration and optimized operations for your business. Choose Spiral Mantra for superior DevOps services.
https://www.spiralmantra.com/devops/
Odoo releases a new update every year. The latest version, Odoo 17, came out in October 2023. It brought many improvements to the user interface and user experience, along with new features in modules like accounting, marketing, manufacturing, websites, and more.
The Odoo 17 update has been a hot topic among startups, mid-sized businesses, large enterprises, and Odoo developers aiming to grow their businesses. Since it is now already the first quarter of 2024, you must have a clear idea of what Odoo 17 entails and what it can offer your business if you are still not aware of it.
This blog covers the features and functionalities. Explore the entire blog and get in touch with expert Odoo ERP consultants to leverage Odoo 17 and its features for your business too.
An Overview of Odoo ERP
Odoo ERP was first released as OpenERP software in February 2005. It is a suite of business applications used for ERP, CRM, eCommerce, websites, and project management. Ten years ago, the Odoo Enterprise edition was launched to help fund the Odoo Community version.
When you compare Odoo Community and Enterprise, the Enterprise edition offers exclusive features like mobile app access, Odoo Studio customisation, Odoo hosting, and unlimited functional support.
Today, Odoo is a well-known name used by companies of all sizes across various industries, including manufacturing, retail, accounting, marketing, healthcare, IT consulting, and R&D.
The latest version, Odoo 17, has been available since October 2023. Key highlights of this update include:
Enhanced user experience with improvements to the command bar, faster backend page loading, and multiple dashboard views.
Instant report generation, credit limit alerts for sales and invoices, separate OCR settings for invoice creation, and an auto-complete feature for forms in the accounting module.
Improved image handling and global attribute changes for mailing lists in email marketing.
A default auto-signature option and a refuse-to-sign option in HR modules.
Options to divide and merge manufacturing orders, track the status of manufacturing orders, and more in the MRP module.
Dark mode in Odoo 17.
Now that the Odoo 17 announcement is official, let’s look at what’s new in Odoo 17!
What is Odoo ERP 17?
Odoo 17 is the latest version of one of the world’s leading open-source enterprise ERPs. This version has come up with significant improvements explained here in this blog. Also, this new version aims to introduce features that enhance time-saving, efficiency, and productivity for users across various organisations.
Odoo 17, released at the Odoo Experience 2023, brought notable improvements to the user interface and added new functionalities with enhancements in performance, accessibility, data analysis, and management, further expanding its reach in the market.
Manyata Tech Park Bangalore_ Infrastructure, Facilities and Morenarinav14
Located in the bustling city of Bangalore, Manyata Tech Park stands as one of India’s largest and most prominent tech parks, playing a pivotal role in shaping the city’s reputation as the Silicon Valley of India. Established to cater to the burgeoning IT and technology sectors
Unveiling the Advantages of Agile Software Development.pdfbrainerhub1
Learn about Agile Software Development's advantages. Simplify your workflow to spur quicker innovation. Jump right in! We have also discussed the advantages.
Why Apache Kafka Clusters Are Like Galaxies (And Other Cosmic Kafka Quandarie...Paul Brebner
Closing talk for the Performance Engineering track at Community Over Code EU (Bratislava, Slovakia, June 5 2024) https://eu.communityovercode.org/sessions/2024/why-apache-kafka-clusters-are-like-galaxies-and-other-cosmic-kafka-quandaries-explored/ Instaclustr (now part of NetApp) manages 100s of Apache Kafka clusters of many different sizes, for a variety of use cases and customers. For the last 7 years I’ve been focused outwardly on exploring Kafka application development challenges, but recently I decided to look inward and see what I could discover about the performance, scalability and resource characteristics of the Kafka clusters themselves. Using a suite of Performance Engineering techniques, I will reveal some surprising discoveries about cosmic Kafka mysteries in our data centres, related to: cluster sizes and distribution (using Zipf’s Law), horizontal vs. vertical scalability, and predicting Kafka performance using metrics, modelling and regression techniques. These insights are relevant to Kafka developers and operators.
Superpower Your Apache Kafka Applications Development with Complementary Open...Paul Brebner
Kafka Summit talk (Bangalore, India, May 2, 2024, https://events.bizzabo.com/573863/agenda/session/1300469 )
Many Apache Kafka use cases take advantage of Kafka’s ability to integrate multiple heterogeneous systems for stream processing and real-time machine learning scenarios. But Kafka also exists in a rich ecosystem of related but complementary stream processing technologies and tools, particularly from the open-source community. In this talk, we’ll take you on a tour of a selection of complementary tools that can make Kafka even more powerful. We’ll focus on tools for stream processing and querying, streaming machine learning, stream visibility and observation, stream meta-data, stream visualisation, stream development including testing and the use of Generative AI and LLMs, and stream performance and scalability. By the end you will have a good idea of the types of Kafka “superhero” tools that exist, which are my favourites (and what superpowers they have), and how they combine to save your Kafka applications development universe from swamploads of data stagnation monsters!
Photoshop Tutorial for Beginners (2024 Edition)alowpalsadig
Photoshop Tutorial for Beginners (2024 Edition)
Explore the evolution of programming and software development and design in 2024. Discover emerging trends shaping the future of coding in our insightful analysis."
Here's an overview:Introduction: The Evolution of Programming and Software DevelopmentThe Rise of Artificial Intelligence and Machine Learning in CodingAdopting Low-Code and No-Code PlatformsQuantum Computing: Entering the Software Development MainstreamIntegration of DevOps with Machine Learning: MLOpsAdvancements in Cybersecurity PracticesThe Growth of Edge ComputingEmerging Programming Languages and FrameworksSoftware Development Ethics and AI RegulationSustainability in Software EngineeringThe Future Workforce: Remote and Distributed TeamsConclusion: Adapting to the Changing Software Development LandscapeIntroduction: The Evolution of Programming and Software Development
Photoshop Tutorial for Beginners (2024 Edition)Explore the evolution of programming and software development and design in 2024. Discover emerging trends shaping the future of coding in our insightful analysis."Here's an overview:Introduction: The Evolution of Programming and Software DevelopmentThe Rise of Artificial Intelligence and Machine Learning in CodingAdopting Low-Code and No-Code PlatformsQuantum Computing: Entering the Software Development MainstreamIntegration of DevOps with Machine Learning: MLOpsAdvancements in Cybersecurity PracticesThe Growth of Edge ComputingEmerging Programming Languages and FrameworksSoftware Development Ethics and AI RegulationSustainability in Software EngineeringThe Future Workforce: Remote and Distributed TeamsConclusion: Adapting to the Changing Software Development LandscapeIntroduction: The Evolution of Programming and Software Development
The importance of developing and designing programming in 2024
Programming design and development represents a vital step in keeping pace with technological advancements and meeting ever-changing market needs. This course is intended for anyone who wants to understand the fundamental importance of software development and design, whether you are a beginner or a professional seeking to update your knowledge.
Course objectives:
1. **Learn about the basics of software development:
- Understanding software development processes and tools.
- Identify the role of programmers and designers in software projects.
2. Understanding the software design process:
- Learn about the principles of good software design.
- Discussing common design patterns such as Object-Oriented Design.
3. The importance of user experience (UX) in modern software:
- Explore how user experience can improve software acceptance and usability.
- Tools and techniques to analyze and improve user experience.
4. Increase efficiency and productivity through modern development tools:
- Access to the latest programming tools and languages used in the industry.
- Study live examples of applications
Nashik's top web development company, Upturn India Technologies, crafts innovative digital solutions for your success. Partner with us and achieve your goals
A Comprehensive Guide on Implementing Real-World Mobile Testing Strategies fo...kalichargn70th171
In today's fiercely competitive mobile app market, the role of the QA team is pivotal for continuous improvement and sustained success. Effective testing strategies are essential to navigate the challenges confidently and precisely. Ensuring the perfection of mobile apps before they reach end-users requires thoughtful decisions in the testing plan.
Liberarsi dai framework con i Web Component.pptxMassimo Artizzu
In Italian
Presentazione sulle feature e l'utilizzo dei Web Component nell sviluppo di pagine e applicazioni web. Racconto delle ragioni storiche dell'avvento dei Web Component. Evidenziazione dei vantaggi e delle sfide poste, indicazione delle best practices, con particolare accento sulla possibilità di usare web component per facilitare la migrazione delle proprie applicazioni verso nuovi stack tecnologici.
14 th Edition of International conference on computer visionShulagnaSarkar2
About the event
14th Edition of International conference on computer vision
Computer conferences organized by ScienceFather group. ScienceFather takes the privilege to invite speakers participants students delegates and exhibitors from across the globe to its International Conference on computer conferences to be held in the Various Beautiful cites of the world. computer conferences are a discussion of common Inventions-related issues and additionally trade information share proof thoughts and insight into advanced developments in the science inventions service system. New technology may create many materials and devices with a vast range of applications such as in Science medicine electronics biomaterials energy production and consumer products.
Nomination are Open!! Don't Miss it
Visit: computer.scifat.com
Award Nomination: https://x-i.me/ishnom
Conference Submission: https://x-i.me/anicon
For Enquiry: Computer@scifat.com
How Can Hiring A Mobile App Development Company Help Your Business Grow?ToXSL Technologies
ToXSL Technologies is an award-winning Mobile App Development Company in Dubai that helps businesses reshape their digital possibilities with custom app services. As a top app development company in Dubai, we offer highly engaging iOS & Android app solutions. https://rb.gy/necdnt
A neural network is a machine learning program, or model, that makes decisions in a manner similar to the human brain, by using processes that mimic the way biological neurons work together to identify phenomena, weigh options and arrive at conclusions.
3. Proprietary + Confidential
Develop Grow Earn
Google Play
Google Ads
Google Search
Firebase AdMob
Android Pay
Google Play in app
billing & subscription
Firebase Android
Studio
Material Design
Maps & Places
Google Cloud
Platform
VR/Daydream
Web Platform
AMP
Flutter
4. Proprietary + Confidential
Develop Grow Earn
Google Play
Google Ads
Google Search
Firebase AdMob
Android Pay
Google Play in app
billing & subscription
Firebase Android
Studio
Material Design
Maps & Places
Google Cloud
Platform
VR/Daydream
Web Platform
AMP
Flutter
11. Proprietary + Confidential
Trends
Source: DataMagic Rocks
What are the Top-3 genres?
Arcade / Hyper Casual
Puzzles
Action
Match - 3
RPG
Slots
By downloads By revenue
17. Proprietary + Confidential
A real-life analogy
You are opening a supermarket in your area
GRAND
OPENING!
Outdoor
advertising
In-store
promotions
Are all hypotheses
proven by real people?
Which subsegments like
us the most?
Anything we need to
change in the shop?
Explore
demand
Does the
demand exist?
Who are the
customers?
What are unique
selling points?
SENSE TEST FOCUS SQUEEZE RETAIN
What are specific needs
of the key customers?
What is their “moment
of truth”?
Are there any unique
behavioural patterns?
Does demand meet
supply?
Particular product
groups to focus on?
Specific ROI targets
indicative of LTV?
Are customer-level
needs fully satisfied?
Any customer group at
risk of churning?
Particular group did not
explore some SKUs?
-50%
Loyalty
programs
18. Proprietary + Confidential
A real-life analogy
Similarly, your game goes through different stages
Installs Action Value
Pre-
registration
Engagement
SENSE TEST FOCUS SQUEEZE RETAIN
-50%
Homework:
Early
adopters
on board
Game of Scale:
get feedback,
debug, tweak
gameplay
Quality leads:
Invest in those
who will love your
game
Money counts:
Ensure
profitability at all
times
Relationship:
Make your top
players feel
special!
19. Proprietary + Confidential
Key Launches by App Lifecycle
PRE-LAUNCH LAUNCH & GROWTH MATURITY
Pre-Registrations Ads Maximise Installs / Maximise conversions bidding AC for Action
AC for Value
AC for Engagement:
Lapsed Users
Payers
Uninstallers
Google + App Marketing Lifecycle
20. Proprietary + Confidential
AC Pre-registration
Capture pre-launch demand with Pre-registration
How do I get my app
to stand out
immediately on the day
when it launches?
Create public store listing and run app campaign with CTA
for users to “pre-register”
21. Proprietary + Confidential
AC Installs
Acquire new users at scale with AC for Installs
It’s launch time, so I
need to get as many
installs as possible
AC for Installs AC for Installs
Advanced
Drive installs at particular
cost per install
Drive installs with higher
likelihood to perform specific
in-app action
tCPI
22. Proprietary + Confidential
AC Actions
Reach better quality with AC for Actions
I have a lot of installs
and users but how do I
turn this into profits?
AC for Actions
tCPA
Drive more in-app action
(revenue / retention) at set
cost per action
23. Proprietary + Confidential
AC Value
Maximise user spend / LTV with AC for Value
AC for Value
Beta
tROAS
Actions are ok, but I need to
ensure I get quality user
and maximise my ad spend
return...
Find new users, who complete a
selected in-app event while
aiming for a certain return on ad
spend
24. Proprietary + Confidential
AC Re-Engagement
Win the post-launch-phase with AC for Engagement
My retention rate is
lowering, how should I
boost ROAS now?
Inactive &
non-payers
Active &
non-payers
Active & payersInactive & previous
payers
Payers about to
lapse
Get users back into the
app
Engage users before
they are “lost”
Increase activity
& prevent churn
Get users back into the app Increase pay rate from active users
Segment your existing audience and maximise ROAS by
re-engaging them
25. Proprietary + Confidential
Engagement
(beta)
Value (Beta)Installs
tCPI Bidding
Purpose: maximize #
of installs at certain
tCPI
Installs
Advanced
Actions
AC Campaign Types
Use the campaign the best fits your goal
tCPI Bidding
Purpose: Drive
installs that have a
higher likelihood of
completing a
particular in-app
action
tCPA Bidding
Purpose: Acquire
users who will
complete your
selected in-app event
ROAS Bidding
Purpose: Target
users who will fulfill a
determined return on
ad spend over a
certain period of time
tCPA Bidding
Purpose: Driving
users back into the
app to complete a
specific
action/conversion
tCPI Bidding
Purpose: Increase
interest to your game
before launch time by
getting
pre-registrations
Pre-registration
(alpha)
27. Proprietary + Confidential
Google Machine Learning
How does the machine learn? Example from
With time, the system finds an optimal strategy to
maximize the end goal
28. Proprietary + Confidential
Google Machine Learning
Machine learning is already improving many of our
products
Search
Search ranking
Speech recognition
Android
Keyboard & speech input
Play
App recommendations
Game developer experience
Gmail
Smart reply
Spam classification
Drive
Intelligence in Apps
Chrome
Search by image
Assistant
Smart connections
across products
YouTube
Video recommendations
Better thumbnails
Maps
Parsing local search
Translate
Text, graphic and speech
translation
Cardboard
Smart stitching
Photos
Photos search
29. Proprietary + Confidential
Google App campaign + Machine Learning
How many signals is App campaign
optimising up?
300+ million signal
combinations
30. Proprietary + Confidential
Google App campaign + Machine Learning
App campaign uses ML to combine a lot of various
signals...
Outside
the App
Google Data
Inside
the App
Advertiser Data
Queries
Placements
Demo
Targeting
Device
Targeting
Granular
Location
User signals
and intent
App Usage
Value
Engagement /
session durations
Web usage
App Settings
Retention
Referrals
User
interactions
and value
31. Proprietary + Confidential
Google App campaign + Machine Learning
To find the right users, on the right channel, at scale
on Play on Google.com with Apps the Web on YouTube
32. Proprietary + Confidential
Google App campaign + Machine Learning
But to make it work you should consider these four
components
Objective &
Understanding your
metrics
Trust in the machineData Reporting
37. Proprietary + Confidential
A real-life analogy
Depending on where you are right NOW, your goal varies
Installs Action Value
Pre-
registration
Engagement
SENSE TEST FOCUS SQUEEZE RETAIN
-50%
Homework:
Early
adopters
on board
Game of Scale:
get feedback,
debug, tweak
gameplay
Quality leads:
Invest in those
who will love your
game
Money counts:
Ensure
profitability at all
times
Relationship:
Make your top
players feel
special!
38. Proprietary + Confidential
Event selection
Event selection at different app lifecycle stage
PRE-LAUNCH LAUNCH & GROWTH MATURITY
AC Pre-Registrations
AC Installs
AC Action
AC Value
AC Action
AC Installs
Advanced
AC Re-engagement
Installs
1st Open
Registration
Retention Revenue Advanced
● # active days
● # level achieved
● # session duration
● In-app purchase
● Subscription
● # ads seen
● LTV/ pLTV
● Predicted Payer
39. Proprietary + Confidential
Event selection
What is good event?
DELAY
No later than 7 days post
install
Ideally D2/3
The shorter the better
RELEVANCY
Has to be deterministic
and correlated with the
business objective
CONVERSION VOLUME
Min. 20 unique user
converted per day
Ideally 50+
The higher the better
40. Proprietary + Confidential
Firebase
Our vision: bring the power of Google Analytics to App
campaigns
Understand how users
behave in your app
Provide signals for
Google Ads campaigns
performance
Turn user insights into
marketing actions
Google
Analytics
41. Proprietary + Confidential
Firebase
Better
Performance
Faster Campaign
Ramp Up
Automated Similar
Audiences
Simplified
audiences*
GA4F Audience Builder
GA4F Suggested
Audiences
Cross platform
insights*
App Deep Linking
Unified Web+App
Analytics
Deferred Deep Linking
* does not require bidding on GA4F events
More powerful
Optimization
App Campaigns
for tROAS
Audience Exclusion
Predictive Optimization
Firebase makes your acquisition activity more robust
43. Proprietary + Confidential
Creatives best practices
5 headlines
5 descriptions
20
videos
20
images
A
Maximize asset coverage to extend Google inventory reach
Ad groups
48. Proprietary + Confidential
Video best practices
Cinematic Influencer User GeneratedActual App Experience
Better for
Youtube
Better for
Admob
Cover different narratives
49. Proprietary + Confidential
Video best practices
What’s your mood?
When playingWhen watching
Relaxed
Exploring
Calm
Energised
Low attention span
Want to skip ads
51. Proprietary + Confidential
Video best practices
… and again x3
10 seconds 15 seconds 30 seconds
60 seconds
Start high
Subtle branding cues
Unexpected shifts
Multiple peaks
More story for
those who want it
53. Proprietary + Confidential
Video best practices
Pro tips
Sound
Sound vs. no sound
Playing music underneath vs. no music
Different pace: upbeat music vs. slow music
Different musical genres
Beginning ad with attention-grabbing sound effect
If showing app/gameplay: sound effects for actions
vs. no sounds
Male voiceover vs. female voiceover
Different voice pitches: high vs. deep
Tone of voice: upbeat vs. neutral
Captions vs. no captions
Video
Length of video
vs.
Animation
Transition type
vs.
Speed
vs.
Voice
:15 :30
End cards: style and language
vs.
If showing gameplay: male/female/neutral finger
vs.
Showing product early vs. late
vs.
Animation vs. no animation
vs.
Location/path
vs.
55. Proprietary + Confidential
AC BEST PRACTICES
Set realistic targets and give it enough space to learn
Daily budget should allow for minimum
50+ installs or 10+ in-app events per day
for the machine learning algorithm to
learn and optimise effectively.
minimum daily budget
At launch you can also refer to industry CPI
benchmarks.
achieved in the past
57. Proprietary + Confidential
AC BEST PRACTICES
You are an AI, and you’re asked to portray a Ukrainian
Valik
Male 25-35
Gamer
Lives in Ireland
Works at Google
Talks at DevGAMM
Nastya
Female 25-35*
Gamer
Lived in Ireland
Works at Google
Attends DevGAMM
EUREKA!
A typical Ukrainian is 25-35 years old, lives or lived in
Ireland, plays games all the time, for sure works at
Google and obviously attends DevGAMM
*in fact she is 24 but it ruins everything
58. Proprietary + Confidential
AC BEST PRACTICES
Drive 400-500 installs or 300
in-app actions before making
preliminary optimizations
Wait to
evaluate first results
Time
tCPA
ActualCPA
Do not judge too early, give it some time
59. Proprietary + Confidential
AC BEST PRACTICES
Confidential + Proprietary
Only make adjustments after the campaign
has driven 100 new conversions.
adjust bids or budgets
by
Changing too many assets at once can force AC
back into learning mode and throttle spend.
optimize
at once
Do not make too many too much changes
60. Proprietary + Confidential
AC BEST PRACTICES
Let’s sum up or “your 1-sheeter to print”
In-app events that occur
> 300 in 30 days and
>5% per install
Don’t adjust bids
by >20%/day
Campaign budget
should be min 50x tCPI
(10x if optimizing for actions)
Set your tCPI
20% higher
Wait 2-4 weeks
to evaluate first results
Make sure to
leverage all creatives
62. Proprietary + Confidential
Y/Y growth
since 2017
+25.5%
Global mobile gaming
market
$70.3B
Source: Newzoo report, 2018.
Mobile gaming market is growing
65. Proprietary + Confidential
Develop Grow Earn
Google Play
Google Ads
Google Search
Firebase AdMob
Android Pay
Google Play in app
billing & subscription
Firebase Android
Studio
Material Design
Maps & Places
Google Cloud
Platform
VR/Daydream
Web Platform
AMP
Flutter
69. Proprietary + Confidential
Confidential + ProprietaryConfidential + Proprietary
● Optimize app with
multivariate experiments
● Automatic winner
determination
● Integrated with Analytics,
Remote Config and FCM
70. Proprietary + ConfidentialProprietary + ConfidentialProprietary + Confidential
GET THE ANSWERS YOU NEED TO GROW YOUR BUSINESS
Use Remote
Config and A/B
testing to
experiment
Original Design New Design
Cleveni
ClevCalc
76. Proprietary + Confidential
With rewarded ads,
users now have more
choices.
Users can now choose to spend time
or money in exchange for value.
77. Proprietary + ConfidentialProprietary + ConfidentialProprietary + Confidential
Start monetizing the moment a user
opens
or switches back to your app
*Smaato's Global Trends in Mobile Advertising H2 2018 report **June 2018 OpenX study
New:
78. Proprietary + ConfidentialProprietary + ConfidentialProprietary + Confidential
Ad unit
Likely
purchasers
Mission Overview
No Ad
Unikely
purchasers
Mission Start
79. Proprietary + Confidential
We've been looking for a way to
improve non-spender monetization.
Smart segmentation helped us
personalize ads monetization for non
paying players automatically. We loved
how convenient it was and the best
part was that it didn’t hurt IAP revenue.
Maria Tyutina,
“
”
Head of Monetization, Game Insight
Game Insight sees 30% increase in ads revenue
81. Proprietary + ConfidentialProprietary + Confidential
Open Bidding
Earn even more with AdMob’s real time bidding solution, the
only place where demand from Google, Facebook, and third party
networks can compete for your ad inventory in real time.
82. Proprietary + ConfidentialProprietary + ConfidentialProprietary + Confidential
MAXIMIZE SUSTAINABLE APP REVENUE
AdMob brings header bidding from web to apps
Auction, based on real-time
per-impression bidding*
Single reporting, single
payment
Fewer SDKs
* The only auction in the market that has an access to all of Google’s real-time demand
Unified Auction
Ads SDK
Ads SDK
Ads SDK
Ads SDK
Ads SDK
Ads SDK
Ads SDK
Ads SDK
Ads SDK
Ads SDK
Ads SDK
Ads SDK
Ads SDK
Ads SDK
Ads SDK
Ads SDK
Fewer SDKs
83. Proprietary + ConfidentialProprietary + ConfidentialProprietary + Confidential
MAXIMIZE SUSTAINABLE APP REVENUE
A simpler path
forward
● Real-time auction with per
impression prices
● Simpler reporting and payments
● Fewer SDKs
84. Proprietary + Confidential
“”
FPO
Proprietary + Confidential
Open Bidding gives us the ability to test
advertising partners without going
through the effort of integrating an SDK
for each one. With Open Bidding, we
know that we’re always getting the best
possible CPM for each impression. As a
result, we’ve been able to shift our focus
to optimize ad engagement to grow our
business even further.
— Daniel Baxter, Ad Monetization Manager,
Halfbrick
Halfbrick has been creating games played and loved around world,
such as Fruit Ninja, Jetpack Joyride, and Dan the Man. They are one
of the most well-known indie developers globally.
The challenge
Halfbrick needed to find a time-efficient way to manage their mediation
groups, while ensuring they were optimizing their revenue.
The approach
Halfbrick implemented AdMob mediation to quickly manage their mediation
groups. After seeing great results, they then incorporated Open Bidding to
boost their CPM further.
The results
22%
Increase in CPM
17%
Overall revenue growth
CASE STUDY
85. Proprietary + Confidential
Get User Metrics in
One Place
AdMob offers insights on ad
performance and user metrics all
in one place, without having to
integrate an additional SDK