Mobile Apps Download Vn q1 15

Chin lc thc y ti xung ng dng di ngThng 1.2015Minh Phm & Hng Joni

Google Confidential and Proprietary


Ni dung

*

1 Bi cnh th trng ng dng di ng ti Vit Nam & ng Nam

2 Gii php ca Google cho ng dng di ng Hng dn to chin dch ti ng dng

3 Cu chuyn thnh cng ca App Chotot.vn

4 Ti u ha chin dch ti ng dng

(1h30min + Q&A)

1. Bi cnh th trng ng dng di ng ti Vit Nam & ng Nam



Thi im l tng y lt ti ng dng l Tt m lch !

To b creative ring cho Tt, m rng chin dch v y mnh ngn sch nm c lng ngi dng tng vt trong thi im ny.


Bi cnh th trng ng Nam Bao gm 6 nc: Malaysia, Vit Nam, Singapore, Indonesia, Thailand, Philippines

Ngi dng ti Malaysia trung bnh dnh 1 ting/ngy s dng cc ng dng di ng

Thailand chim 29% tng s lt ti ng dng ti ng Nam

Indonesia chim 23% tng s lt ti ng dng (ng th 2 ti ng Nam )

1 ngi dng ti trung bnh 14 ng dng hng thng ti Philippines

Ngi dng ti Vietnam trung bnh ci t 23 ng dng hng thng, trong mua 8 ng dng.

Doanh thu t ng dng ti Singapore t mc tng trng 102% nm 2013

Ngun: Nielsen Global Survey 2013, Tech Crunch, Ericsson consumer Lab, Mobile Mkt Association


Nhng xu hng th trng ha hn nhiu c hi cho ng Nam

...3. Tng trng doanh thu cho cc nh sn xut ng dng

....1. S lng in thoi thng minh tng trng mnh ti khu vc

...2. Ngi dng ngy mt quan tm n ni dung ng dng

Ngun : eMarketer, AppAnnie, NielsenGoogle Confidential and Proprietary

Google Confidential and ProprietarySource: Nielsen Global Survey 2013, Tech Crunch, Ericsson consumer Lab, Mobile Mkt AssociationGoogle Confidential and Proprietary

Ngi dng ti Vit Nam ci t trung bnh 23 ng dng hng thng, trong mua 8 ng dng.

Vietnam l quc gia c mc tng trng v s lng in thoi thng minh cao th 2 th gii, chi sau Trung Quc.

Khong 60% tng doanh thu ti th trng game di ng (~ 50 triu USD) n t cc game c cc, ch yu t cc cng ty Vit Nam.

Tng s lng thit b iOS t khong 4 triu thit b.

Doanh thu t in thoi thng minh tng 50% hng nm

VIT NAM : Quc gia di ng"

2. Gii php ca Google thc y tm kim v ci t ng dng



Mc lc

Gii php qung co cho chin dch ti ng dng

Phng php o lng

Hng dn ci t: AdMob - Install

Hng dn ci t: Video - Install

Hng dn ci t: Search - Install


Thc y tm kim v ci t ng dng.

>1triu ng dng ti mi

AppStore

Thch thc

60% tng s ng dng cha bao gi

c ti xung


Gii phpTm kim ngi dng mi lc mi ni, khi h ang.

Tm kim Xem YouTubeChi trong ng dng Lt Web S dng Gmail

Thc y tm kim v ci t

ng dng


Phng php o lng



iOS

SDK Bn th 3

Click ti mSearch & mGDN KHNG KHNG

Hin th (Display) - AdMob C C

YouTube - TrueView C KHNG*

Android

SDK Third Party

Click ti mSearch & mGDN codeless* C**

Display - AdMob codeless* C**

YouTube - TrueView codeless* KHNG

*Khng redirects, postbacks t AdWords c sn *Cc hot ng sau ci t cng c th c theo di bi Conversion Tracking SDK**Ch theo di ci t


Hng dn ci t: AdMob - Install



1. La chn Display Network only


1. To chin dch Display Network only, la chn Mobile app installs.

- Mobile app engagement dnh cho chin lc tip th li ca ng dng.- Ads in mobile apps dnh cho nhng nh qung co mun tip th mt website trong ng dng.


2. Tm kim v la chn ng dng ca bn trn Google Play hoc

Apple Store.

Nu bn tng xy dng chin dch cho ti khon ny th chin dch s hin th trong danh sch la chn m khng cn phi tm kim


3. Chn gi thu. Chin dch Android s t ng tham gia u gi cho gi tr mc tiu ca CPA. Bn ch cn t mc tiu cho chi ph mi ln ci t (CPI), v CO s t ng ti u ha chin dch tm kim tt c chuyn i n c th vi gi tr CPI . Hoc bn c th chn t gi thu CPC.

Chin dch iOS s t ng tham gia vo u thu CPA nu bn c theo di chuyn i. Nu khng, n s mc nh vo CPC.

Khc vi cc chin dch trn web, bn c th kch hot CO ngay t ngy u tin ca chin dch!

FYI...

Ngi dng c ng dng ca bn s c t ng loi tr khi danh sch hin th qung co ci t ng dng!

Chng ti t ng pht hin cc ng dng tng thch vi OS. Bn vn c th la chn dng thit b no nu ng dng ch hot ng vi mt thit b nht nh (bn c th xem thit b c h tr trong cc AppStore)


5. Chn mc tiu ca bn. Nhng chin dch AdMob thnh cng nht t Target CPA trn run-of-network targeting (mc ny c tn gi Show my ads to all potential app users).

Trng hp duy nht khch hng c khuyn khch s dng cc phng php xc nh mc tiu khc l khi h khng quan tm n chi ph mi ln ci t, thay vo h ch mun ti u ha cho gi tr vng i (LTV) m chng ta khng th nhn thy qua AdWords.

Ti sao? Nu nh qung co ca bn ang c gng theo ui mt gi tr CPI nht nh, Conversion Optimizer s dng tt c cc tn hiu t li ch, v tr v..v ti u ho gi thu cho bn.

4. Chn mc tiu cho chi ph mi ln ci t (CPI). iu quan trng l cn chn c mt gi tr CPA cnh tranh -- nu qu thp, chin dch ca bn s khng iu kin tham gia nhiu phin u gi, v bn s c khi lng ci t rt thp.

Rt nhiu khch hng la chn gi tr CPI da trn nhng g h nhn thy trn cc mng li khc, hoc chn mt gi tr bt k nh $1. Gip h la chn mt gi tr CPI phn nh ng LTV ca ngi dng ng dng so vi mt truy cp web in hnh.


Trong chin dch Ch mng hin th S ln ci t ng dng dnh cho thit b di ng1. Vo tab Qung co v to qung co ci t ng dng video


Hng dn ci t: Video - Install



2. Chn ng dng qung co v in thng tin cn thit. ng dng Android nu c video s c tch hp sn. Nh qung co c th thay i video bng cch chn nt Chn mt video trn YouTube.


3. Chn video youtube. Nu c sn video Youtube, bn cn thay i tu chn t knh sang video v in on thng s sau du =. VD: https://www.youtube.com/watch?v=xY_MUB8adEQ


Tnh nng & Li ch chnh ca chin dch Search App Install

T kho: Gi t kho cho ng dng da vo truy vn t Google Search & Google Play Store

Chuyn i: Codeless Android conversions T ng theo di chuyn i qua ci t m khng cn thm code Kh nng lin kt vi bn th 3

Chin lc cho gi: Chn mc tiu CPA cho Android Chin lc thu mc nh La chn mc tiu CPA tng quan vi CPI ca ng dng. Bids c ti u ho gip khch hng thu ht c s lt ti ln nht c th


Hng dn ci t: Search - Install



1. Click vo nt + Campaign, chn Search Network Only trong mc lc hin th.

2. Chn chin dch Type trong Mobile app installs.

3. Tip theo, chn Mobile app t mc lc v chn ng dng bn mun ngi dng ti v ci t.

To chin dch tm kim ng dng di ng

Lu : Chin dch s t ng c thit lp ch hin th trn cc thit b Android tng thch cho nhng ngi dng cha ci t ng dng.


La chn ng dng di ng

Chn ng dng di ng ca bn t mc lc hin th hoc click vo Add a new app" v chn Find your app" tm kim ng dng.


3. Chn ngn ng & chin lc thu (Bid Strategy) cho chin dch ca bn.

Chin lc cho gi mc nh ph thuc vo h iu hnh v appstore cho ng dng ca bn.

Vi cc ng dng Android trn Google Play, bn c th t ng theo di installs as conversions, do chin lc mc nh l cost-per-acquisition (CPA) bid.

Bn c th to mc tiu CPA bid tng ng vi gi tr cost-per-instal (CPI) ca ng dng. Chin luc cho gi s t ng ti u ho gip bn thu ht c nhiu lt ti nht c th.

Chin lc u thu (bidding) Android


Nu bn ang QC mt ng dng iOS, la chn cho chin lc cho gi (Bid Strategy) s hin th trong mc lc.

- Maximise clicks (Ti a ho s clicks): y l chin lc khuyn dng cho cc ng dng iOS. Chin lc ny s tp trung thu ht ngi dng ti ng dng ca bn. - Manual CPC: Chn chin lc ny nu bn mun t mnh qun l v iu chnh CPC.- Target search page location: S dng chin lc ny cho gi da theo v tr.

Chin lc cho gi iOS (iOS bidding strategy)


4. To Ad Group v Ad Text

* Destination URL phi c lin kt trc tip ti Play hoc iTunes store.

* Device preference: Nu bn chn Exclude tablets, iu ny c ngha l qung co ci t ng dng ca bn s khng chy trn my tnh bng.

Lu : Nu ng dng ch tng thch cho my tnh bng, Adwords s t ng loi tr in thoi di ng.


5. MI! Cng c t kho cho ng dng.

Cng c ny cung cp cc gi t kho cho chin dch ca bn, da trn cc truy vn t Google Search v Google Play.

T kho c hin th cho ng dng nh khi bn thit lp chin dch.

Khi lng t kho c hin th hng thng.


6. Xc nhn thit lp chin dch

Trang ny cho thy rng bn to ra mt chin dch Search App Install campaign & t l chuyn i c th c t ng theo di

Loi chuyn i cho cc ng dng c t ng thit lp. Ngi dng MCC s c thng tin v chuyn i c t ng theo di vi vic chuyn i cc ng dng mc nh c gi l "Android installs (all other apps)"


Hng dn ti u cho chin dch Search App

1. Thit lp mt chin dch mi cho mi ng dng m bn mun qung co. iu ny s m bo rng bn c gi thu, mc tiu v ngn sch tt nht cho mi qung co ng dng.

2. To vn bn qung co vi cu ch y v kt thc vi du chm cu mi dng. iu ny s m bo rng vn bn qung co ca bn xut hin mt cch chnh xc trn c hai in thoi di ng v my tnh bng.

3. Hy m bo rng nu bn ang s dng URL ch cp t kho th chng s dn ti ng trang web trn Play hoc iTunes.

3. Cu chuyn thnh cng ca App Chotot.vn



i tng: Cc nh qung co ang c gng thc y s lt ti ng dng Cc nh qung co trn ng dng di ng ang tm kim mt n v tip th c tnh lin kt cao trong ng dng.

Mc tiu ca khch hng: Nng cao nhn thc v Chotot.vn Nng cao nhn thc v th trng ch rao vt Tng s lt ti ng dng di ng

Cch tip cn: S dng Video Promo Interstitial ads tip cn th trng video trc tuyn Vit Nam rng ln

Kt qu: Lng truy cp trn Google Play tng 40% Lng ci t ng dng Android tng 35% hng ngy Gim 17% chi ph cho mi ln ti Tng 7% t l nhp chut T l chuyn i 11% 300,000 lt xem video trn YouTube

V Chotot.vn:Thuc s hu ca Tp on 701Search, Chotot.vn l mt website sao vt ang pht trin nhanh ti Vit Nam. Ngi dng lit k hng chc ngn sn phm mi ngy trn trang web Chotot.vn v trn cc ng dng di ng ca Android v iPhone.

Cch no quy m ho nghin cu ny?Chotot.vn c tng s lt ti tng 35% hng ngy nh s gip ca Google Video Promo Interstitial ads.

4. Ti u ha chin dch ti ng dng



Chin dch hin th AdmobHng dn: Gi thu theo CPA + Tt c qung co (ch, banner, video) + Tt c ngi dng

Lu rng nu 3 hng dn ti u ho trn khng c thc hin y , hiu qu chin dch c th b gii hn

S dng u thu theo CPA Ngn sch hng ngy ti thiu 50x(+) CPA mc tiu

Lt ti xut hin cng nhiu v cng sm th h thng cng hc nhanh hn v c th cho hiu qu n nh hn.

Mt chin dch thng cn 100+ lt ti trong vi tun u bt u chy n nh Cc chin dch cn ko di t nht t 4-6 tun Cn phi c o lng chuyn i: codeless tracking cho Android v SDK cho iOSg needed. Tt c mu qung co vi y kch thc cn phi c s dng

Cch d nht l s dng QC ch c th t ng thay i kch thc. Nu s dng QC banner, nh QC phi s dng tt c kch thc. Khng nn tch QC ra nhiu nhm QC khc nhau


Yu cu mu QC banner trn Admob


Cu trc ti khon Nu mc tiu ca bn l CPI, cu trc ti u s l:

Android + Tt c ngi dng + gi thu CPA (Chn CPA u thu mc CPA mc tiu) Ngn sch ngy ti thiu bng 50x CPA mc tiu 1 nhm QC bao gm tt c QC vi y kch thc. QC ch hoc QC video hoc

QC banner vi y kch thc iOS + Tt c ngi dng + gi thu CPA (Chn CPA u thu mc CPA mc tiu)

Ngn sch ngy ti thiu bng 50x CPA mc tiu 1 nhm QC bao gm tt c QC vi y kch thc. QC ch hoc QC video hoc

QC banner vi y kch thc

Cc chin dch cn phi chia theo a l (VD: 1 chin dch cho tt M, 1 chin dch cho tt Canada) & LTV (nu bn bit i tng no c LTV tt hn, bn c th chia chin dch nh ra nhm vo i tng vi CPA mc tiu cao hn)


Lu v cch u thu Hng dn: Chn gi thu CPA mc CPA mc tiu ngay t u t c mc cn bng tt nht

ca lng ti v CPI. Lu : khng ging nh ti u ho chuyn i cho my tnh (khi m chin thut l chn mc gi

thu CPA thi gian gn nht v gim dn theo thi gian), h thng s hc cch y lng ti mc gi chn. VD nu bn chn gi thu CPA l $18 trong khi mong mun CPA mc tiu l $12 th h thng s c gng t mc CPA cao hn thay v mc $12

CPA thc t c th cao hn mc CPA chn u thu.

Kinh nghim: chin dch chy trong ~2 tun (hoc 150 lt ti) trc khi nh gi hiu qu hoc thay i mc gi thu CPA

V sao? Ging nh ti u ho chuyn i trn my tnh, h thng cn thi gian hc nhm ti u CPA mc CPA mc tiu


Lu v cch nhm mc tiuNu bn mun lt ti mc CPI thp nht c th, cch tt nht l chn cch nhm tt c ngi dng nh bn di.


Ti u ho cho s lt ti

Nu bn mun thm lt ti: Tng ngn sch hng ngy Nu CTR thp, c th do QC cha tt -- VD: QC ging nh nhm vo trang web hn l ngi s dng app.

Bn c th s dng thng ip hp dn hn. Nu CTR cao nhng CVR thp, bn nn xem xt trang ch ca ng dng trong app store. Nu cha hp

dn, bn c th c gng ti u trang ch tr nn hp dn hn Nu chin dch s dng ht ngn sch mi ngy, bn c th th gim CPA mc tiu tng lng ti vi

cng mt ngn sch. Bn s mun ti u ho chin dch va chm' ngn sch ngy Xem xt m rng thm i tng khch hng mi - Youtube, mGDN cho ti ng dng, Gmail Sponsored

Promotions

Sau 2 tun

Trc tin: Cn xem li hng dn trong ti liu ny m bo bn thc hin tt c li khuyn tt nht (s dng tt c kch thc QC, loi b cc thit b ng dng khng tng thch?).

Cn nh: Ti u ho chuyn i cn t nht 2 tun n nh -- khng nn lm bt k thay i cho chin dch trong 2 tun u tin!


Ti u ho CPI

Nu bn mun CPI thp hn: Ci thin CTR bng cch ti u ho cc QC khng tt. VD: QC ging nh nhm vo trang web hn l ngi

s dng app. Bn c th s dng thng ip hp dn hn. Loi b cc v tr t khng hiu qu (Bn c th vo phn bo co v tr t, chn Mng hin th --> V tr

t --> Xem chi tit --> Tt c.) Nu CTR cao nhng CVR thp, bn nn xem xt trang ch ca ng dng trong app store. Nu cha hp

dn, bn c th c gng ti u trang ch tr nn hp dn hn

Cn nh: Ti u ho chuyn i cn t nht 2 tun n nh -- khng nn lm bt k thay i cho chin dch trong 2 tun u tin!

Sau 2 tun

Trc tin: Cn xem li hng dn trong ti liu ny m bo bn thc hin tt c li khuyn tt nht (s dng tt c kch thc QC, loi b cc thit b ng dng khng tng thch?).

Q&ALink bn kho st: http://goo.gl/TnN5MV

T vn chin lc cho app: [email protected]


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Mobile Apps Download Vn q1 15