Date post: | 12-Apr-2017 |
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Confidential + Proprietary
Grow Your App with GoogleApp 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
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Mobile App Trends
Google App Promo Suite
UAC&Machine Learning
Data: Firebase
Apps are dead ?
Innovation creates global phenomena
Pokémon GONiantic, 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
Grossrevenues2
0
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 infancyPutting these pieces together...
Downloads Revenues
Usage
App Maturity Model
App Annie
<2x
in next 5 years
Download
2x Revenue & Usage
TIME
VOLU
ME
Global Mobile App Market Today
Mobile-first shoppingIn 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
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Users and marketers have more choice than ever
Native App
Mobile 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
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$51B2016 global gross revenue from
mobile apps
Source: App Annie, 2016
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
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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%
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2.2M apps 2M apps
Discoverability
is hard Complexity is increasing
Keywords
Placements
Demo Targeting
Exclusions
Device Targeting
So many campaigns
Creatives
KPIs
LTVis crucial
< avg LTV
avgCPI
More challenges:
Proprietary + ConfidentialNot all installs or users are equal, identify valuable users
83%17%
users
15%
85%revenue
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Our visionA simple way to find high
quality users for your app across
the largest pool of inventory
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Google App Promo Suite
UAC&Machine Learning
Data: Firebase
Google owns 7 products that target over 1 Billion users
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2016-17 have brought many changes in App Products
Search on
Video on YouTube
Ads in Mobile Apps Ads on
Mobile Websites
Search on
GooglePlay
Gmail
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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
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UAC&Machine Learning
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
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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
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“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
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The next Generation of Universal App Campaigns
MeasurementCodeless in-app purchases, new in-app reporting
columns
Cross Platform
DrivesValue
Creative Flexibility
$
Simple CrossChannel
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Ads
Conversions
Budget
Targeting
Bids
UAC solves the challenges with best in class reach, simplicity, and in-app event optimization
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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
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Confidential + ProprietarySource: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + ConfidentialIdentify which user actions are valuable
Game Retail/eCommerce Jobs Education Travel Local Deals Real Estate
Join groupLevel upPost scoreSelect contentSpend virtual currencyTutorial beginTutorial completeUnlock achievement
Add payment infoView itemView item listView search resultsEcommerce purchasePurchase refundAdd to cartBegin checkoutAdd to wishlistGenerate lead
Add payment infoView item listView search resultsEcommerce purchasePurchase refundAdd to cartBegin checkoutAdd to wishlistGenerate lead
Add payment infoView item listView search resultsEcommerce purchasePurchase refundAdd to cartBegin checkoutAdd to wishlistGenerate lead
Add payment infoEcommerce purchaseBegin checkoutView itemView item listView search resultsAdd to cartsearchAdd to wishlist
Add payment infoView item listView search resultsEcommerce purchasePurchase refundAdd to cartBegin checkoutAdd to wishlistgeneratelead
Add payment infoView item listView search resultsEcommerce purchasePurchase refundAdd to cartBegin checkoutAdd to wishlistGenerate lead
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● 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 ___________Proprietary + Confidential
Harness the power of machine learning
Combine action, intent, & context to drive superior ROI for
your business
Core Competency
15 yearsexperience
Customershave spoken
>80% choose automated
bidding100s of
unique signals
Based onreal life insights
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FromONE
campaign
Then reach them in the right mindset
ONEcampaign
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Proprietary + ConfidentialMachine 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.195
7 2015 - 2025
1982
*by the New York Times
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Focus on what matters to your business
HUMAN MACHINE&InventJudge
Build trustTeach and test
CalculateExecuteEnableInspire
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 Targetin
g
Many campaigns
Creative RotationKPIs
Marketing strategy
Optimize measurement and business metrics
With a/b testing and UX design
Lag time vs. Real time
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Focus on what matters for your business
CreativesDesign and optimize
relevant creative
More capacity for otherwise lost opportunitiesLooking 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
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Data: Firebase
Develop Grow Earn
An integrated platform
An integrated platform
PROTOTYPE
TEST
DESIGN
RESEARCH
PUBLISH
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 youcapture all the data?
How do you spot the trends?
Firebase: app success made simple
Free andunlimited
Automaticevent reporting
Seamlesslyintegrated
Cross - platformiOS / Android
Firebase Analytics: core principles
Getting started with Firebase
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Firebase Analytics is powerful, free and unlimitedFree Full app analytics at no cost; scales asyour business grows
App-first Designed for apps; reflects how you think about your business
Integrated with AdWordsWorks seamlessly with AdWordsfor conversion tracking and audiencelist creation
Understand your usersSet up audience segments and gain insights on how to grow your app
Simple yet powerfulAutomatic set up with out-of-the-box reporting with raw data export fordetailed analysis
Unlimited event reporting No hit limits or sampling! See all the data and use it to improve your app
THANK YOU