ASO Barcamp Talk 3: How is the arrival of PPC in Google Play going to shake things up?

@ASOBarcamp #ASOBarcamp

“And on the 7th Day, God Created ASO”

12th March 2015The College Arms, London

How is the arrival

of PPC in Google

Play going to

shake things up?

Huw Aveston – Managing

Partner, Traffic Optimiser

1. GOOGLE’S ROAD TO PAID APP

STORE SEARCH

GOOGLE DOMINATE

Google are sitting

on the top of the

pile for total

mobile ad

revenue

INSTALL ADS IN SEARCH RESULTS

INSTALL ADS IN SEARCH RESULTS

YOUTUBE APP INSTALL PLACEMENTS

DISPLAY APP INSTALL ADS

BUT STILL UNDER PRESSURE

GOOGLE DOMINATE (ish)

Losing market

share

RANDOM BLUE LINE

MOBILE ADWORDS CAMPAIGNS LESS PROFITABLE

Desktop: Average

CTR for ad in first

position: 7.11%

Mobile: Average

CTR for ad in first

position: 3.12%

The shift from

desktop to

smartphones has

posed financial

challenges for Google

MOBILE WEB IS LOSING OUT TO APPS

SAFARI IS GOING

V.S

?

EXISTING APP ADVERTISING OPPORTUNITIES VIA GOOGLE

2. HOW PAID SEARCH IN

GOOGLE PLAY WILL WORK

HOW IT WORKS

• Ad appears above

organic search results

• Yellow “Ad” label next

to sponsored result

• Likely to work like

AdWords – daily

budget, bids on

queries, etc.

PILOT PHASE

Restricted to

mobile

Small group of

current search

advertisers

Rollout to tablet and

web versions in later

phase

Mass rollout

depending on

feedback in next

months

PILOT PHASE TIMINGS

Q1 - BETA Q2 - APLHA

Other direct verticals

Specialist agencies

Large travel advertisers

3. STRATEGIC IMPLICATIONS

VISIBILITY

• Opportunity to appear on top of

search results

• Ads visually consistent with

organic search results

• Opportunity for zombie apps to

resurface for key audiences

Opportunities

VISIBILITY

• How competitive will it be? Will

small developers be able to

compete with big brands?

• How will CPIs stack up?

• How will CTRs compare to those

in traditional sponsored search?

• Will downloads generated from

ads impact organic rankings?

Questions

NEW METRICS – THE HOLY GRAIL OF ASO

Keyword

search

volume

stats

Could be

applied to both

Google Play

and Apple App

Store

NEW METRICS – OTHER POSSIBILITIES

Suggested bids

Competition

Long tail keyword

search volumes

Conversion rates

TRACKING – STRATEGIC IMPACT

• Chance to track first position conversion rates

• Direct ROI data

• New dynamics of app store optimisation and

competitor analysis

• Useless from ASO point of view if search

algorithm isn’t fixed

IMPACT ON GOOGLE PLAY ALGORITHM

Back in 1999…

IMPACT ON GOOGLE PLAY ALGORITHM

A move towards a less

curated and a more

search-driven platform

is inevitable

POSSIBLE SEARCH IMPROVEMENTS

• Results personalised based on

apps installed

• Contextual search (London apps

when in London)

• Deep category filters

4. Short plug for TO

“Specialist agency

focused on

multilingual earned

and owned media

services on desktop

and mobile”

WHO ARE WE?

Translation

Agency

WHO ARE WE?

Digital

Marketing

Agency

IN HOUSE LANGUAGE COVERAGE

18+

NETWORK LANGUAGE COVERAGE

1000+

THANK YOU!

Huw Aveston

huw@trafficoptimiser.com

www.trafficoptimiser.com

@ASOBarcamp #ASOBarcamp

“And on the 7th Day, God Created ASO”

12th March 2015The College Arms, London