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+Ido Green@greenido
How to get more users?
Access to lots of users
Google Confidential and Proprietary
Where?
App discovery is broadening
75% of users do some research or comparison before downloading an app
27% use search to find apps
1BN viewers on YouTube
900M unique devices/month on mobile apps
network
Millions of Google Play
users
Google/Parks Associates, 2014 and Google/IPSOS, Consumer Mobile Apps Study, 2014
Google Search: reach users at the moment of intent
Smart targeting automatically shows ads only on compatible devices
App-specific keywords driven from Google Play data to enhance performance
Enable deep linking to drive existing users back into your app
App installs on YouTube
Drive app installs across the mobile web in one click
App install ad extended onto mobile web
New
28%increase install
volume at the same or better CPI
App Mobile Web
Search ads on the Google Play StoreNew
Google Confidential and Proprietary
HowTo Use data to reach the right users?
Actionable Data - Reach the right users
Ads to people who don’t have your app
Ads to people wholike your type of app
Ads to people who have spent time in apps
Acquire users predicted to be IAP spenders (beta)New
AppInstall Ad
Buyer
ARPU helps you understand how
much to spend on acquiring users
Optimizes conversions for users predicted to buy in-app purchases
Set a target CPI then AdWords manages bids and targeting
A ‘spender’ is someone who makes a purchase within 4 weeks of app download
Prediction model is unique to your app!
Buyer
Buyer
Buyer
ARPU ReportsNew
ARPU helps you understand how
much to spend on acquiring users
Lifetime Value Reporting
Analyze the long-term value of
your users
GREE found AdWords success with paid-user targeting
CASE STUDY
Compared to GREE's internal benchmark data, IAP targeting performed at
5X
● 150% increase in app download rate● 52% decrease in cost-per-download ● 49% improvement in CTR
