One Google Playbook for Web Publishers and App Developers

One Google Playbook
for
Web Publishers and Apps Developers

One-Google Expertise in multiple
products create 360° support
solution for
developers/publishers
Developers/Publishers are
facing difficulties in different
stages of their business life
cycle, have difficulties to find
right solutions from Google
One Google Playbook
Develop
Your apps/sites
Grow
your users
Earn
more money

AGENCY PACK
PROTOTYPE
TEST
DESIGN
RESEARCH
PUBLISH
LAUNCH REACH
ENGAGE
OPTIMIZE
SCALE
ANALYZE
ITERATE
EARNGROWDEVELOP
Overview of Google Solutions

Internal Only
Proprietary + Confidential
Develop Grow Earn
Data &
Infrastructure
Give publishers the tools
and training to create
unique content that
audiences want
Enable publishers to reach
and engage their
audiences -- no matter the
time, place or context
Give publishers the
flexibility to monetize their
audiences in whichever
way they see fit
Provide underlying data, platforms and capabilities to enable publishers’ own digital
transformation
Google as Your Trusted Partner

One Google Solutions
for
App Developers

Ideation Development Distribution User Acquisition Monetization Expansion
- Looking for VC
- Market Insights
- Develop team
- Revenue potential
vs investment
- Technical Solution
- Measurement &
Tracking
- Improve user
experience
- App store policy
and best practices
- Improve user
rating for regional
- Top developer
- Get high quality
users at low cost
- User retention
- Coverage: width &
depth
- Business model
- Best practice to
monetize
- Go-Global
- Localization
- Product portfolio
expansion
- M&A
Developer’s Pain
Points
- Market insights
- Outreach to many
market resources
- Cutting Edge
technology and
support
- Android
ecosystem
- Google Play as
platform
- Building a healthy
ecosystem
- Trustworthy
platform
- Huge inventory
- Trustworthy
business partner
- Premium
advertiser network
- Global company
with a global vision
- High-level of
market insights
Google’s Value
Proposition
Develop Grow Earn
Engage with Apps Developers in Each Stage of Life Cycle

Develop
Ideation
Solution & Products:
1. Identify market trends and market
insights with Google Trends & thought
leadership (e.g. Think with Google)
2. Learn from Experts at Google Developer
Conference events & online resources for
Google offerings
3. Helping startups to build and scale
successfully through Google Developers
Launchpad Incubator
4. Android for Beginners Study Jam - Hands-
on learning materials for app
development & Google Play publishing
Painpoints:
- What: define the
“right thing” to do
- Who: team up with
the “right people”
- How: identify the
most appropriate
technologies to “do
it right”
- $: funding support
to kick off
Resources:
- Developers.google.com
- Developers.google.cn (China)
- China Developer Online forum:
ChinaGDG.com
- Youku video channel:
i.youku.com/googledevelopers
- Blog in Chinese:
developers.googleblog.cn
- WeChat account:
Google_Developers

Develop
Development
1. Building your Android Apps:
a. Material design
b. Policy
c. Developer Console tools
d. Google Play Services
2. Integrating App analytical tools using
Firebase:
a. Analytics
b. Cloud messaging
Painpoints:
- What are Google
Play criteria for a
good app, e.g.
material design?
- How can I collect
user data?
- Global market / user
information to go
global
- Cloud/hosting
services?
Resources:
- Google Play Services
- Material design
- Policy
- Developer Console tools
- Firebase
- Google Cloud (Free Trial)
- Google Cloud Platform Solutions
(Cloud, Machine Learning API, etc)
- AI / Machine Learning

Grow
Distribution
1. Google Play as the O&O
a. Play product feature: Material
design
b. Featuring in new & updates
c. User rating & reviews
d. Play Policy Center
2. PWA to drive user engagement across
mweb and app
3. Firebase on growing user base
4. Google Cloud to enable global
distribution
5. Localization checklist
6. Apps & Channels resource introduction by
Google rep
a. Bridging developers
b. domestic publishing
Painpoints:
- Lack of knowledge
on how to build a
fancy UI/UX for
android users
- Lack of knowledge
to Google play
policy, and how to
appeal
- Eager to know how
to do ASO
Resources:
- Google Play Material design
- Play Policy Center
- Engineering PWA
- Firebase
- Google Cloud
- Localization checklist

Grow
User Acquisition
1. Drive Organic Growth with:
a. Firebase
i. Notifications Console
ii. Dynamic Links
iii. Invites
iv. App Indexing
b. YouTube Brand Channel/YouTube
for developers
c. App stores ASO/Marketing tips
Painpoints:
- Get high quality
users at low cost
- Increase user
retention rate
- User acquisition
coverage: width &
depth
Resources:
- Firebase
- YouTube Brand Channel
- YouTube for developers
- Promote Apps on Google Play
- Google AdWords
- Google Trends
- Think with Google

Earn
Monetization
1. Minimize interruption to User Experience with:
a. Native Ads ( customized ads that
blend with your content better)
b. Trigger Ads (use trigger to incentivize
users to watch ad)
c. Best practice sharing
d. Ad blockage control
2. Increase overall revenue thru Hybrid Revenue
model
a. IAP ads( In-app purchase ad)
b. Rewarded demand/mediation( watch
Painpoints:
- How will Ads affect
my user
experiences?
- Will Ads increase
the uninstall rate?
- IAP revenue model
with insignificant
Ads income
- Manage multiple ad
networks reduce my
work efficiency
Resources:
- WeChat account:
Google_Developers
- Weibo account: Google开发者
- Google AdSense
- Google AdMob
- Ad Exchange in app
- Double Click for Publisher
- Monetization on Apps

Earn
Expansion
1. Insights and support from Google Partnership
team covering ads monetization on:
- Local & overseas market trends sharing
- Data sharing on average CPM & CPI
2. Success Stories/ Pilot case sharing from
Google Rep
- Best practice learnings
- Influencer and catalyst on launching new
apps
3. products (ad formats, new app features, etc)
4. Paid Advertising with AdWords (Universal App
Campaign) and insights on latest CPI/CPA
market trend sharing
Painpoints:
- Markets/ Products
Prioritization and
Localization
- Insufficient country-
specific data
- High CPI/CPA to
acquire new users
on existing covered
market
- New formats / Ad
networks
uncertainties
Resources:
- Promote Apps on Google Play
- Google AdWords

One Google Solutions
for
Web Publishers

- Content Creation
- Page UI/ UX
optimization
Speed
- Technical Solution
- Measurement &
Tracking
- Improve user
experience
- Traffic Acquisition
- Get high quality
users at low cost
- Multi-screen
discoverability
- Understand User
behavior
- User retention
- Coverage: width &
depth
- Business model
- Best practice to
monetize
- Go-Global
- Localization
- Product portfolio
expansion
Developer’s
Pain Points
- Deliver high
quality information
- User first
- Cutting Edge
technology
- Build the storage
platform with
stable service
- SEO
- Social Referral
- Paid Traffic
- Mobile strategy (
mWeb/App)
- Engage Users with
360 angles
- Package audience
for further accurate
targeting
- Trustworthy
business partner
- Premium
advertiser network
- Global company
with a global vision
- High-level of
market insights
Google’s Value
Proposition
Content Creation Data Infrastructure Content Distribution User Acquisition Monetization Expansion
Develop Grow Earn
Engage with Web Publishers in Each Stage of Life Cycle

Develop
Content Creation
1. Identify market trends & insights with
Google Trends, learn from Google pub
partners best practice sharing
2. Learn how to create a great website from
Google webmasters
3. Build a new level of reliable, fast and
engaging user experience with PWA
4. Create mobile optimized content with
AMP
5. Make money on web and mobile web
through Google Adsense
Painpoints:
- What’s next (market
trend & category
selection)
- What’s relevant
(local market)
- Copyright issue
(piracy)
- Build a high quality
website
- Sustainable content
creation model
- Attractive format &
reliable technology
Resources:
- Google Trends
- Google Webmaster Tools
- Progressive Web Apps (PWA)
- Accelerated Mobile Page (AMP)

Develop
Data Infrastructure
1. Google Cloud Platform - to provide a cost efficient
and scalable Cloud platform for data/content hosting
2. Infrastructure readiness with Google Cloud (Speech
API, Translate API, Vision API, Video Intelligence API,
Natural Language API )
3. Free Video content hosting - YouTube Channel
4. BigQuery is Google's fully managed, petabyte scale,
low cost enterprise data warehouse for analytics.
BigQuery is serverless.
5. Create your Domain and professional email/storage
with Gsuite for scalable infrastructure
6. Google Custom Search to enable easy
Painpoints:
- Cost Efficient &
Scalable Technical
Solution
(content/data
management, data
hosting, loading
speed)
- User Engagement
Measurement &
Tracking
- Improve User
Experience
- Verticals
(Commerce, etc)
Resources:
- Google Cloud (Free Trial)
- Google Cloud Platform
Solutions (Cloud, Machine
Learning API, etc)
- BigQuery
- Domain
- Gsuite
- Google Custom Search
- Google Merchant Center

Grow
Content Distribution
1. Google Search SEO - effective and crucial
for content distribution on search engine
2. Google AdWords - Paid advertising always
plays an important role to drive new users
and increase repeated users’ retention
3. YouTube Community - Great marketplace
for branding and viral marketing.
4. Progressive Web App - PWA, Increase user
retention and better engagement with
users from mobile webpages
5. Get your results found with Accelerated
Mobile Page (AMP)
Painpoints:
- How to drive users
to websites through
all possible
channels
- Multi-screen
discoverability
- How to get users at
low cost
Resources:
- Google Search SEO
- Google AdWords
- YouTube Community
- Progressive Web App
- Accelerated Mobile Page (AMP)

Grow
Understand Users
1. Google Analytics Solution for free: get strong
user insights across sites, apps, and offline
channels, turn customer insights into real
gains. Solution package includes:
a. Google Analytics
b. Google Tag Manager
c. Google Optimize
d. Google Data Studio
e. Google Survey
f. Google Attribution
g. Google Audience Center
2. Google Analytics 360 Suite: advanced solution
for large companies, a set of integrated data
and marketing analytics products
Painpoints:
- Understand User
behavior in web
pages, user flow
and conversion
funnel
- How to segment
users to better
engage and
monetize?
- How to decrease
bounce rate and
increase user
retention?
Resources:
- GA solutions for free
- Google Analytics 360 Suite

Earn
Monetization
1. User Experience
a. Native Ads (customized ads that blend
with your content better)
b. Best practice sharing
c. Ad blockage control
2. Hybrid Revenue model
a. Primary vs secondary revenue stream
based on different user types
b. Programmatic Direct
c. Set floor price to capture and segment
high spenders
Painpoints:
- How will Ads affect my
user experiences?
- Commerce revenue
model with insignificant
Ads income
- eCPM gap between ad
network and direct sold
package
- Manage multiple ad
networks and types
reduce my work
efficiency
Resources:
- WeChat/Weibo accounts
- Google AdSense
- Google AdMob
- Ad Exchange in app
- Double Click for Publisher
- Customer Case of Floor price
setting

Earn
Expansion
1. Strategy & Best Practices Sharing by Google
rep
2. Technology enhancement & Implementation
a) AMP/PWA: Improve user experiences on
mobile
b) Google Analytics: Drive organic growth and
strengthen core business
3. Google AdWords as a paid solutions to drive
users from multiple platforms, e.g. Search,
GDN, Video.
4. YouTube Channel as a new user acquisition
source
5. Google Play for app publishing and mobile
Painpoints:
- Lack of Local Marketing
Know-how
- Lack of experience in
localizing content
- Lack of know-how on
app platforms
- Lack of investment
capital on Web
- Beyond text to video
content
Resources:
- Google Analytics
- Google AdWords
- Accelerated Mobile Page
(AMP)
- Progressive Web Apps (PWA)
- Google Translate tools/
Translate API

One Google Playbook for Web Publishers and App Developers

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