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