Find More of Your Best Players with Google's Machine Learning | Dan Stephen
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The document discusses how Google's machine learning can enhance mobile gaming app marketing by identifying high-value players and optimizing acquisition costs. It highlights the evolution of app marketing and the shift towards Universal App Campaigns that leverage machine learning to reach a wider audience. Additionally, it provides practical tips and strategies for targeting and bidding effectively to increase revenue from gaming apps.
Find More of Your Best Players with Google's Machine Learning | Dan Stephen
- 1. Confidential + Proprietary Proprietary + Confidential Find more of your best players with Google's machine learning Dan Stephen 1/16/18
- 2. Confidential + ProprietaryConfidential + Proprietary DAN STEPHEN App Partnerships Manager Today we’ll cover … ● The opportunity in mobile gaming ● How machine learning changes the game ● How Google makes growth easy ● Any top-of-mind questions
- 3. 82B Apps downloaded last year Google Internal Data, May 2017
- 4. 35% More developers with 1M+ monthly installs Google Internal Data, May 2017
- 5. Confidential + Proprietary App marketing has evolved over the years 2009 2011 2014 2017 Early Tests Top Charts Demographics Actions & value
- 6. Confidential + Proprietary 2.2M apps 2M apps Expectations are high Traditional approaches no longer cut it LTV is crucial < avg LTV avg CPA Complexity is increasing Keywords Placements Demo Targeting Device Targeting So many campaigns Creatives KPIs Exclusions
- 7. Confidential + Proprietary Machine learning presents new ways to solve traditional problems
- 8. Confidential + Proprietary Universal App Campaigns reaches billions of users across Google’s largest properties and millions of apps and sites across the Display Network
- 10. Machine Learning Casual/New Economical Enthusiasts Sporadic Spenders Whales Value Scale
- 11. Confidential + Proprietary Proprietary + Confidential
- 12. Find players likely to save a baby pandamake a purchasebeat a level
- 13. Confidential + Proprietary UAC Tips and Tricks Bids Goals Creatives Best Practices: https://goo.gl/RCN2KP
- 14. Confidential + Proprietary Get more high impact reach opportunities YouTube Native Ads Compressed Video Ads Mask Masters Playable Ads
- 15. Events Smart Bidding strategies Installs Value Target CPA + Target ROAS
- 16. tCPA: bid on new users who install and convert Install | Bid: $2 Beat level 1 | Bid: $5 Transact | Bid: $10 Save a baby panda | Bid: $8 Hypothetical user journey and bids
- 17. Confidential + Proprietary 10x Acquisition cost Revenue 2x tROAS: dynamically bid for users likely to spend more
- 18. Confidential + Proprietary Recap ● The game has changed ● How ML and UAC helps ● Find high value gamers ● Tips and tricks
- 19. Confidential + Proprietary Thank you!