Confidential + Proprietary

Grow Your App with GoogleApp Promo Trends & Strategies

InAppEvent,

March 3rd, 2017

Proprietary + Confidential

Mobile App Trends

Google App Promo Suite

UAC&Machine Learning

Agenda

Data: Firebase

Google’s Support for Agencies & eStudio34

Álvaro GómezAgency Development

Manageralvarogomez@google.com

Alisa NikitinaApp Partnerships EMEAanikitina@google.com

Proprietary + Confidential

Mobile App Trends

Google App Promo Suite

UAC&Machine Learning

Data: Firebase

Apps are dead ?

Innovation creates global phenomena

Pokémon GONiantic, Inc.

What does the data say?Historical data and 2020 forecasts provide an overwhelming case… Apps are alive!

Historicals: Benedict Evans’ AtoZ blog

2008 2009 2010 2011 2012 2013 2014 2015 2016

Downloads

Grossrevenues2

0

40

60

80

100

120

140

Forecast: App Annie

$41.1 $50.9

$101.1

2016F2015 2020F

2x rev growth by 2020

2x revenue growth and download growth by 2020, with consistent growth by region, platform (iOS, Android), and category (gaming, social, etc.)

Cumulative Downloads + revenue, iOS Only

Apps are just getting past infancyPutting these pieces together...

Downloads Revenues

Usage

App Maturity Model

App Annie

<2x

in next 5 years

Download

2x Revenue & Usage

TIME

VOLU

ME

Global Mobile App Market Today

Mobile-first shoppingIn the first quarter of 2016, 66.5% of online sales came from mobile devices. Of those mobile sales, 50.4% happened in apps and 49.6% in mweb Source: Astound Commerce, US 2016

Google Play empowers developers to build

successful businesses worldwide

65 Billion+ App installs 1 Billion+ 30-day active

users

Business growth in Emerging Markets is happening today

2xFaster consumer

spend in 2016

4xAbsolute volume

in downloads 2016

Marketers: the transition to mobile has been a winding road for marketers

Proprietary & Confidential

Users and marketers have more choice than ever

Native App

Mobile Site

Instant Apps blur the line between web & apps● Preview Android apps

without installing them

● Only download the parts of the app you need right now

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

Proprietary + Confidential

$51B2016 global gross revenue from

mobile apps

Source: App Annie, 2016

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

Proprietary + Confidential

Developers face a few challenges...

of Apps have never been downloaded

60%

of Apps are abandoned

within 1 month

Re-Engage UsersDrive Installs

95%

of users deliver 50% of app revenue

High Value Users

0.15%

Proprietary + Confidential

2.2M apps 2M apps

Discoverability

is hard Complexity is increasing

Keywords

Placements

Demo Targeting

Exclusions

Device Targeting

So many campaigns

Creatives

KPIs

LTVis crucial

< avg LTV

avgCPI

More challenges:

Proprietary + ConfidentialNot all installs or users are equal, identify valuable users

83%17%

users

15%

85%revenue

Confidential & ProprietaryConfidential & Proprietary

Our visionA simple way to find high

quality users for your app across

the largest pool of inventory

Proprietary + Confidential

Google App Promo Suite

UAC&Machine Learning

Data: Firebase

Google owns 7 products that target over 1 Billion users

Proprietary + Confidential

2016-17 have brought many changes in App Products

Search on

Google

Video on YouTube

Ads in Mobile Apps Ads on

Mobile Websites

Search on

GooglePlay

Gmail

Confidential + Proprietary

Universal app campaigns are a one-stop-shop to reach the right users to install your app while they...

Search on Google.com

Watch on YouTube

Engage with Apps

Surf the Web

Discover on Play

Proprietary + Confidential

UAC&Machine Learning

Data: Firebase

“The new version of Universal App Campaigns is clearly the next step in the App Marketing Space, towards a scalable user acquisition model that captures users with a higher LTV”

20% higher user LTV than previous campaigns

Proprietary + Confidential

Proprietary + Confidential

and improved retention and engagement of users acquired through Universal App Campaigns new higher value install optimization.

Up to 68% decrease in cost per registration

Proprietary + Confidential

“Universal App Campaigns are simple, scalable and powerful. Setting up a campaign is quick and easy, which enables my team to focus on more strategic tasks. The difference in quality between users acquired with this new version of Universal App Campaigns and previous campaigns is clear, and it works on a Google scale.”- Tuong Nguyen, Regional Head of Display Marketing @ Lazada Group

Proprietary + Confidential

The next Generation of Universal App Campaigns

MeasurementCodeless in-app purchases, new in-app reporting

columns

Cross Platform

DrivesValue

Creative Flexibility

$

Simple CrossChannel

Proprietary + Confidential

Ads

Conversions

Budget

Targeting

Bids

UAC solves the challenges with best in class reach, simplicity, and in-app event optimization

Proprietary + Confidential

Action

How does UAC work?

Install, In-app events, Google Play Data

User attributes, e.g. device, time of day, location, search queries, apps installed

Context

Reach users in the mindset that matters!

Search, Display, Play Store, YouTube

Intent Smart Algorithm

Data Machine Learning Distribution1 2 3

Your insights are at the core of smarter marketing

Your KPIs are the new control mechanism to drive value:● Identify which user actions are

valuable

● Optimize to your results with more control

100K 200K 300K0 400K

$1.00 $2.00 $3.00$0.00 $4.00

15 min. 30 min. 45 min.

Current: 15 min.

0 min. 60 min.

Current: 80K

Current: $1.50

$

Downloads

Revenue

Engagement

Proprietary + Confidential

Confidential + ProprietarySource: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

Proprietary + ConfidentialIdentify which user actions are valuable

Game Retail/eCommerce Jobs Education Travel Local Deals Real Estate

Join groupLevel upPost scoreSelect contentSpend virtual currencyTutorial beginTutorial completeUnlock achievement

Add payment infoView itemView item listView search resultsEcommerce purchasePurchase refundAdd to cartBegin checkoutAdd to wishlistGenerate lead

Add payment infoView item listView search resultsEcommerce purchasePurchase refundAdd to cartBegin checkoutAdd to wishlistGenerate lead

Add payment infoView item listView search resultsEcommerce purchasePurchase refundAdd to cartBegin checkoutAdd to wishlistGenerate lead

Add payment infoEcommerce purchaseBegin checkoutView itemView item listView search resultsAdd to cartsearchAdd to wishlist

Add payment infoView item listView search resultsEcommerce purchasePurchase refundAdd to cartBegin checkoutAdd to wishlistgeneratelead

Add payment infoView item listView search resultsEcommerce purchasePurchase refundAdd to cartBegin checkoutAdd to wishlistGenerate lead

Confidential + Proprietary

● Your conversion data

● Play data● Usage patterns

Action + Intent + Context● Google.com● Google Play● YouTube

● Location● Device● Time of day

100s of inputs combined with Google’s machine learning show the right ad, at the right time to

the right person

Identify users who are likely to ___________Proprietary + Confidential

Harness the power of machine learning

Combine action, intent, & context to drive superior ROI for

your business

Core Competency

15 yearsexperience

Customershave spoken

>80% choose automated

bidding100s of

unique signals

Based onreal life insights

Proprietary + Confidential

FromONE

campaign

Then reach them in the right mindset

ONEcampaign

Proprietary + Confidential

Proprietary + ConfidentialMachine Learning - a pervasive concept with a long history

Example based learning

Nonlinear pattern recognition

Big data

Frank Rosenblatt’s Perceptron declared* as expected to be able "to walk, talk, see, write, reproduce itself and be conscious of its existence."

The backpropagation algorithm was used to adjust the weights in a neural network.

Digital Universe estimates the amount of data created will grow from 10 ZB to 180 ZB.195

7 2015 - 2025

1982

*by the New York Times

Proprietary + Confidential

Focus on what matters to your business

HUMAN MACHINE&InventJudge

Build trustTeach and test

CalculateExecuteEnableInspire

Even in repeatable tasks, there is a critical role for human skills

Source: AdvertisingAge 2016, image Brainbackups

Before…Hours of retroactive analysis, manual

optimization

After...Focus on client’s business to optimize on client KPIs

Marketing strategy

KPIs App Experience

Keywords

Placements

Demo Targeting

Exclusions

Device Targetin

g

Many campaigns

Creative RotationKPIs

Marketing strategy

Optimize measurement and business metrics

With a/b testing and UX design

Lag time vs. Real time

Proprietary + Confidential

Focus on what matters for your business

CreativesDesign and optimize

relevant creative

More capacity for otherwise lost opportunitiesLooking at one-dimensional targeting

categories when manually optimizing can cost you valuable users

Google’s AI looks at the user and their actions multidimensional

Gender Age App Category

20-35

25-44 Gaming

Proprietary + Confidential

Proprietary + Confidential

Data: Firebase

Develop Grow Earn

An integrated platform

An integrated platform

PROTOTYPE

TEST

DESIGN

RESEARCH

PUBLISH

LAUNCH REACH

ENGAGE

OPTIMIZE

SCALE

ANALYZE

ITERATE

How Google helps developers

EARNGROWDEVELOP

Source: Cisco, Global Mobile Data Traffic Forecast Update, 2015-2020, Feb 2016

Some challenges with app data

How do you use data across your

stack?

How do youcapture all the data?

How do you spot the trends?

Firebase: app success made simple

Free andunlimited

Automaticevent reporting

Seamlesslyintegrated

Cross - platformiOS / Android

Firebase Analytics: core principles

Getting started with Firebase

Proprietary + Confidential

Firebase Analytics is powerful, free and unlimitedFree Full app analytics at no cost; scales asyour business grows

App-first Designed for apps; reflects how you think about your business

Integrated with AdWordsWorks seamlessly with AdWordsfor conversion tracking and audiencelist creation

Understand your usersSet up audience segments and gain insights on how to grow your app

Simple yet powerfulAutomatic set up with out-of-the-box reporting with raw data export fordetailed analysis

Unlimited event reporting No hit limits or sampling! See all the data and use it to improve your app

THANK YOU