promoting an app across google search and display
Post on 14-Sep-2014
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Given at Blue Fountain Media's monthly #BFMwebinar, this presentation by Google representative Elana Chan discusses how to best promote a mobile app across Google's search and display network.TRANSCRIPT
Google Confidential and Proprietary
Driving app downloads Promoting an app across Google Search and Display October 9, 2013
Google Confidential and Proprietary
Agenda
Why you should promote your app
How to Promote your App
Optimization tips
1
2
3
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Why Promote Your App?
Source: iTunes app store, Android market; http://www.mobilestatistics.com/mobile-statistics/
Consumer discovery is difficult • 700K apps in the Apple App Store
• 675k apps in the Google Play Store
• 90% of app discovery happens through browsing top ranked apps
Your Goal: Cut through the noise of present in these app stores and get your app into your consumers' hands. Increase Visibility and Rank
http://techcrunch.com/2012/09/12/ios-app-store-boasts-700k-apps-90-downloaded-every-month/
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Why Promote Your App?
*Source: The Nielsen Company 2011** Source: comScore, Alexa, Flurry Analytics 2011
on average, iPhone owners have 48 apps*
of iOS/Android users spend an average 81 minutes a day in apps, up 91% from 2010-2011** 70%
and Android owners have 35 apps*
Google Confidential and Proprietary *Source: The Nielsen Company 2011** Source: comScore, Alexa, Flurry Analytics 2011
HOW?
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Capture app download intent reach users who have expressed intent in downloading your app
Drive awareness and install volume efficiently reach users inside similar apps
Better together: capture intent and drive volume
Google Confidential and Proprietary
Capture app download intent reach users who have expressed intent in downloading your app
SEARCH
Drive awareness and install volume efficiently reach users inside similar apps
DISPLAY
Better together: capture intent and drive volume
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Promoting your mobile app with Google Search
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Click to download Icon and price are automatically displayed when using the App/Digital content ad template and clicks take customers directly to the relevant digital store.
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App extensions App extensions give customers the option to visit a digital store or your website from the same ad.
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• Increased mobile display ad conversions 82.5%
• Lowered cost per download on display ads 96.3%
TripIt app promotion success story
"Mobile app extensions consistently exceed our app-download conversion rate expectations on the AdWords network.” – Rhonda Hanson, Senior Director of Search Marketing, Concur Technologies
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Promoting your mobile app on the Google Display Network YOUR AD
HERE
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Driving app downloads with Display
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How to use Display
Test all types of ads upon launching the campaign. Track & optimize as you go
1. Interstitials: “Disruptive" fullscreen units drive strong interaction and conversion rates.
2. App Promotion Ads: Ads created in the “App promotion ads” template will automatically import app details, such as icon, pricing and ratings. Some of the advantages of these units include:
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1) Interstitials
Key Features:
• 2x+ the conversion rate of standard banners
• Auto Populates images, reviews and content from the app landing page
• One-click exit or "Download" button
• Must click the download button to "click through" on the ad
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2) App Promo banners
Key Features • More information displayed to users • Confirmed user intent with an additional click • Improved conversion rates 66% higher conversion rates for app
campaigns than standard AdWords text ads.
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Optimization tips
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Utilize mobile search and in-app mobile display to position your app to stand out in the crowded app environment.
Consider a larger "blast" campaign if your goal is to increase rank on iOS.
Be targeted. Use new device targeting to capture users looking to download apps on their new phone or try Interest category marketing to reach an audience that is more likely to download your app. Measure and improve the campaign performance with conversion optimizer.
4 steps to best in class app promotion
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interest category marketing
reach users based on the apps they use
WiFi device, including iPhone 5 and all
other new devices OS version
carrier
location to city level
individual app or app category with
transparent targeting and reporting
Targeting Options
new device targeting
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Conversion Optimizer
What is it? A free AdWords tool that automatically manages your bids to help get more
conversions for your budget, increasing your ROI.
Improve ROI Save time Free to use
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Conversion Optimizer for Mobile Apps
How does it work?
Observes the auctions from which you receive
conversions
Builds a prediction model
to guess which auctions will convert
best in the future
Optimizes your traffic so you are spending your money in the best
auctions
Google Confidential and Proprietary
Summary
APP STORE NEWS
Reach users through search
Drive downloads with Display
Target & Optimize for best results