How To Drive A Successful

App Strategy For Your

Clients

Google Proprietary and Condential

AGENDA
1. Mobile App Trends
2. Challenges
3. Solutions
4. Opportunities
5. Next Steps

Mobile App Trends

4.5BN

SMARTPHONE USERS IN 2020

2X 2014 Desktop Users

Source: Deutsche Bank

$35BN

(+31% YoY)

IN REVENUE IN 2014

urce: Gartner, 2014

Google Confidential and Proprietary

86%
Google Confidential and Proprietary

Apps arent just games or social..

source : Flurry Jan 2015

Google Confidential and Proprietary

Apps continue to be a very successful channel...

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

Challenge #1

Challenge #1
Driving discovery and installation of your app

60%

of apps have
never been downloaded

1M+

apps in each
app store

Small UK App footprint - massive opportunity

March UK Apps Downloads;

Source: AppAnnie Intelligence (UK Burger King and McDonalds Apps)

Burger King

37,639

McDonalds

10,202

Driving discovery and installation of your app

Always Link Google Play to AdWords

Why?

Improved Search Keyword selection

Remarketing to existing installs
Existing installs powering look a like
targeting

Maximizing the Mobile App Opportunity - start with search

Solution #1 - its not just search

Discover users wherever they are across the
Google App Stack
Play in Apps

Search on Google

Watch on YouTube

Surf the Web

Driving discovery
and installation
of your app

Work in Gmail

Driving App Downloads with Google Search

App Promotion Ads

App Promotion Ad Extensions

Driving App Downloads within the Google Play Store

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

App Promotion recommendations

Driving discovery
and installation
of your app

Enable and track App discovery

Engage Customers across all download touch

points
Ensure youre capturing interest across the
sales funnel by using the App-Stack

Start simple, build sophistication

Run code-less solutions to start with,
build sophistication via 3rd party
tracking and GA inclusion

Dene clear goals

Dene CPA targets o the back of the App
value vs. other acquisition channels

Fix performance across install

Use Conversion optimiser to deliver
xed CPA goals across iOS and Android

Challenge #2

Challenge #2
Driving engagement with your app more frequently

95%

of apps are abandoned

within 1 month

20%

of apps are
used once

Solution #2

Drive users back into your app, once installed

Search

Deeplink Ads

Driving
engagement
with your app
more frequently

Solution #2
Drive users back into your app, once installed

Re-Engagement
Banner &
Interstitial
Formats

Driving
engagement
with your app
more frequently

Consideration 2

Driving
engagement
with your app
more frequently

Identify customers that you want to bring back

Build remarketing lists
Dene in-app triggers (dropped
out of purchase ow) or key
segments (lapsed users, buyer)
to target
Proactive outreach
Consider available channels (e.g.,
e-mail, app push notications,
back of register tape) to reengage

Oer something unique

Leverage app to provide unique
experience (e.g., in-store reward,
exploding oers, 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

Challenge #3

Challenge 3
Driving conversion of your most valuable customers

76%

of App Store revenue

for top 250 are from IAP

91%

of App downloads
are free

Solution 3

Improve measurement and customer targeting

Measure Lifetime Value (LTV)
using best-in-class Analytics

codeless conversions
conversion tracking
target cpa optimization

Identify and target

customer segments
Frequent /
Returning
User

New User

Driving conversion
of your most
valuable
customers

Tracking by OS and product using Server Side Attribution

iOS

Click to
Download

Engagement

Android
SDK

Server Side

Not Possible

Not Possible

Display - AdMob

SDK

Postbacks

YT TrueView

SDK

Postbacks

mSearch & mGDN

mSearch & mGDN

Click to
Download

Engagement

(deep linked ads)

(deep linked ads)

Display - AdMob
YT - TrueView

SDK

SDK

Server Side

mSearch &
mGDN

codeless/SDK1

Referral

Display - AdMob

codeless/SDK1

Referral

YT TrueView

codeless/SDK1

Postbacks

mSearch&mGDN

Not Possible
(coming soon)

Postbacks and
Referrer2

SDK/S2S

Postbacks and
Referrer2

Postbacks
Display - AdMob

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

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.

Thank You