promoting an app across google search and display

22
Driving app downloads Promoting an app across Google Search and Display October 9, 2013

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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

Page 1: Promoting an App Across Google Search and Display

Google Confidential and Proprietary

Driving app downloads Promoting an app across Google Search and Display October 9, 2013

Page 2: Promoting an App Across Google Search and Display

Google Confidential and Proprietary

Agenda

Why you should promote your app

How to Promote your App

Optimization tips

1

2

3

Page 3: Promoting an App Across Google Search and Display

Google Confidential and Proprietary

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/

Page 4: Promoting an App Across Google Search and Display

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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*

Page 5: Promoting an App Across Google Search and Display

Google Confidential and Proprietary *Source: The Nielsen Company 2011** Source: comScore, Alexa, Flurry Analytics 2011

HOW?

Page 6: Promoting an App Across Google Search and Display

Google Confidential and Proprietary

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

Page 7: Promoting an App Across Google Search and Display

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

Page 8: Promoting an App Across Google Search and Display

Google Confidential and Proprietary

Promoting your mobile app with Google Search

Page 9: Promoting an App Across Google Search and Display

Google Confidential and Proprietary

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.

Page 10: Promoting an App Across Google Search and Display

Google Confidential and Proprietary

App extensions App extensions give customers the option to visit a digital store or your website from the same ad.

Page 11: Promoting an App Across Google Search and Display

Google Confidential and Proprietary

•  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

Page 12: Promoting an App Across Google Search and Display

Google Confidential and Proprietary

Promoting your mobile app on the Google Display Network YOUR AD

HERE

Page 13: Promoting an App Across Google Search and Display

Google Confidential and Proprietary

Driving app downloads with Display

Page 14: Promoting an App Across Google Search and Display

Google Confidential and Proprietary

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:

Page 15: Promoting an App Across Google Search and Display

Google Confidential and Proprietary

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

Page 16: Promoting an App Across Google Search and Display

Google Confidential and Proprietary

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.

Page 17: Promoting an App Across Google Search and Display

Google Confidential and Proprietary

Optimization tips

Page 18: Promoting an App Across Google Search and Display

Google Confidential and Proprietary

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

Page 19: Promoting an App Across Google Search and Display

Google Confidential and Proprietary

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

Page 20: Promoting an App Across Google Search and Display

Google Confidential and Proprietary

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

Page 21: Promoting an App Across Google Search and Display

Google Confidential and Proprietary

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

Page 22: Promoting an App Across Google Search and Display

Google Confidential and Proprietary

Summary

APP STORE NEWS

Reach users through search

Drive downloads with Display

Target & Optimize for best results