Estudio34 InAppEvent - How to Reach Your App Promotion KPIs with Google
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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.
Estudio34 InAppEvent - How to Reach Your App Promotion KPIs with Google
- 1. Confidential + Proprietary Grow Your App with Google App Promo Trends & Strategies InAppEvent, March 3rd, 2017
- 2. Proprietary + Confidential Mobile App Trends Google App Promo Suite UAC&Machine Learning Agenda Data: Firebase Google’s Support for Agencies & eStudio34
- 5. Álvaro Gómez Agency Development Manager alvarogomez@google.com Alisa Nikitina App Partnerships EMEA anikitina@google.com
- 6. Proprietary + Confidential Mobile App Trends Google App Promo Suite UAC&Machine Learning Data: Firebase
- 7. Apps are dead ?
- 9. 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
- 10. 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
- 11. 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
- 12. Google Play empowers developers to build successful businesses worldwide 65 Billion+ App installs 1 Billion+ 30-day active users
- 13. Business growth in Emerging Markets is happening today 2xFaster consumer spend in 2016 4xAbsolute volume in downloads 2016
- 14. Marketers: the transition to mobile has been a winding road for marketers
- 15. Proprietary & Confidential Users and marketers have more choice than ever Native AppMobile Site
- 16. 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
- 17. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential $51B 2016 global gross revenue from mobile apps Source: App Annie, 2016
- 18. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential 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%
- 19. Proprietary + Confidential 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:
- 20. Proprietary + Confidential Not all installs or users are equal, identify valuable users 83% 17% users 15% 85% revenue
- 21. Confidential & ProprietaryConfidential & Proprietary Our vision A simple way to find high quality users for your app across the largest pool of inventory
- 22. Proprietary + Confidential Google App Promo Suite UAC&Machine Learning Data: Firebase
- 23. Google owns 7 products that target over 1 Billion users Proprietary + Confidential
- 24. 2016-17 have brought many changes in App Products
- 29. Search on Google Video on YouTube Ads in Mobile Apps Ads on Mobile Websites Search on Google Play Gmail
- 30. Confidential + Proprietary 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
- 31. Proprietary + Confidential UAC&Machine Learning Data: Firebase
- 32. “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 Proprietary + Confidential
- 33. Proprietary + Confidential 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 Proprietary + Confidential
- 34. “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 Proprietary + Confidential
- 35. 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 Proprietary + Confidential
- 36. Ads Conversions Budget Targeting Bids UAC solves the challenges with best in class reach, simplicity, and in-app event optimization
- 37. Proprietary + Confidential 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
- 38. 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 Proprietary + Confidential
- 39. Confidential + ProprietarySource: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential 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
- 40. Confidential + Proprietary ● 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
- 41. Identify users who are likely to ___________ Proprietary + Confidential
- 42. 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 Proprietary + Confidential
- 43. From ONE campaign Then reach them in the right mindset ONE campaign Proprietary + Confidential
- 44. Proprietary + Confidential 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
- 45. Proprietary + Confidential 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
- 46. 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 Proprietary + Confidential Focus on what matters for your business Creatives Design and optimize relevant creative
- 47. 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 Proprietary + Confidential
- 48. Proprietary + Confidential Data: Firebase
- 49. Develop Grow Earn An integrated platform
- 51. PROTOTYP E TEST DESIGN RESEARCH PUBLIS H LAUNCH REACH ENGAGE OPTIMIZE SCALE ANALYZE ITERATE How Google helps developers EARNGROWDEVELOP
- 52. 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?
- 54. Firebase: app success made simple
- 55. Free and unlimited Automatic event reporting Seamlessly integrated Cross - platform iOS / Android Firebase Analytics: core principles
- 56. Getting started with Firebase
- 57. Proprietary + Confidential 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
- 58. THANK YOU