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Driving a Successful App Strategy
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Google Proprietary and Confidential
How To Drive A Successful App Strategy For Your Clients Huge thanks to Neil Halpin and Francesca Alessandretti for the help in creating this deck.
AGENDA
1. Mobile App Trends 2. Challenges 3. Solutions 4. Opportunities 5. Next Steps
Mobile App Trends
Source: Deutsche Bank
4.5BN SMARTPHONE USERS IN 2020
2X 2014 Desktop Users
Google Confidential and Proprietary Source: Gartner, 2014
$35BN (+31% YoY) IN REVENUE IN 2014
Google Confidential and Proprietary
86%
Google Confidential and Proprietary
Apps arent just games or social.. source : Flurry Jan 2015
25% of All Orders come from Mobile Apps
5 Million Mobile Transactions Per Week
Mobile Users Spend 4x
App Users Make 2x More Store Visits & Spend 40% More
Apps continue to be a very successful channel...
Challenge #1
Challenge #1 Driving discovery and installation of your app
1M+ apps in each
app store
60% of apps have
never been downloaded
Small UK App footprint - massive opportunity March UK Apps Downloads;
Burger King 37,639
McDonalds 10,202
Source: AppAnnie Intelligence (UK Burger King and McDonalds Apps)
Driving discovery and installation of your app
Improved Search Keyword selection Remarketing to existing installs Existing installs powering look a like
targeting
Always Link Google Play to AdWords
Why?
Maximizing the Mobile App Opportunity - start with search
Search on Google Watch on YouTube Play in Apps Surf the Web Work in Gmail
Discover users wherever they are across the Google App Stack
Solution #1 - its not just search Driving discovery and installation of your app
Driving discovery and installation
of your app
Driving App Downloads with Google Search
App Promotion Ads App Promotion Ad Extensions
Driving App Downloads within the Google Play Store
1
3
2
4
Driving App Downloads Across the Most Popular Apps
Template Interstitial
In App
Template banners In App
Drive Installs from ads in Apps using video
Drive Installs from ads across mobile sites
Driving App Downloads with YouTube
Engage Customers across all download touch points Ensure youre capturing interest across the sales funnel by using the App-Stack Define clear goals Define CPA targets off the back of the App value vs. other acquisition channels
Driving discovery and installation
of your app App Promotion recommendations Enable and track App discovery
Start simple, build sophistication Run code-less solutions to start with, build sophistication via 3rd party tracking and GA inclusion Fix performance across install Use Conversion optimiser to deliver fixed CPA goals across iOS and Android
Challenge #2
Challenge #2
95% of apps are abandoned
within 1 month
Driving engagement with your app more frequently
20% of apps are used once
Search Deeplink Ads
Drive users back into your app, once installed
Driving engagement with your app
more frequently Solution #2
Re-Engagement Banner & Interstitial Formats
Solution #2 Drive users back into your app, once installed
Driving engagement with your app
more frequently
Build remarketing lists Define in-app triggers (dropped out of purchase flow) or key segments (lapsed users, buyer) to target Proactive outreach Consider available channels (e.g., e-mail, app push notifications, back of register tape) to re-engage
Offer something unique Leverage app to provide unique experience (e.g., in-store reward, exploding offers, discounts) Deep-linking Develop your app with this in mind; enables ads to direct customers into deeper, more targeted sections of app Tracking measure everything beyond installs, to understand your most valuable users and their behaviors
Identify customers that you want to bring back Consideration 2
Driving engagement with your app
more frequently
Challenge #3
76% of App Store revenue
for top 250 are from IAP
91% of App downloads
are free
Driving conversion of your most valuable customers Challenge 3
Solution 3 Improve measurement and customer targeting
codeless conversions conversion tracking target cpa optimization
Measure Lifetime Value (LTV) using best-in-class Analytics
Driving conversion of your most
valuable customers
Frequent / Returning
User
New User
Identify and target customer segments
iOS
SDK Server Side
Click to Download
mSearch & mGDN Not Possible Not Possible
Display - AdMob SDK Postbacks
YT TrueView SDK Postbacks
Engagement (deep linked ads)
mSearch & mGDN
Display - AdMob SDK Postbacks
YT - TrueView
1. Codeless tracking can be used to track downloads and the SDK can be used to track post install events 2. Tracking solutions report conversion data back to AdWords with postbacks, but they use a referrer method to track in their own interface
Android
SDK Server Side
Click to Download
mSearch & mGDN
codeless/SDK1 Referral
Display - AdMob codeless/SDK1 Referral
YT TrueView codeless/SDK1 Postbacks
Engagement (deep linked ads)
mSearch&mGDN Not Possible (coming soon)
Postbacks and Referrer2
Display - AdMob SDK/S2S Postbacks and Referrer2
YT - TrueView
LEGEND Green means it is trackable both in the advertisers internal reporting and AdWords
Yellow means it is trackable only in the advertisers internal reporting, but not in AdWords Blue means it is trackable in AdWords but not in the advertisers internal reporting
Red means it is not trackable in either third party or AdWords reports
Postback or Referrer: reliable tracking method approved by Google. Postbacks require set up by the advertiser.
Tracking by OS and product using Server Side Attribution
Thank You