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Find more of the right users with Google ads: best practices for Gaming

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Find more of the right users with Google ads: best practices for Gaming

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The focus of the presentation is Google App Campaigns. You will learn about Google Automation and Machine Learning and how to effectively use this machine powers. We present some trends / benchmarks in the industry and how these impact and imply to your UA strategy, share best practices on campaigns’ optimization and creatives advices.

The focus of the presentation is Google App Campaigns. You will learn about Google Automation and Machine Learning and how to effectively use this machine powers. We present some trends / benchmarks in the industry and how these impact and imply to your UA strategy, share best practices on campaigns’ optimization and creatives advices.

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Find more of the right users with Google ads: best practices for Gaming

  1. 1. Proprietary + Confidential Learn more at games.withgoogle.com
  2. 2. Proprietary + Confidential
  3. 3. Proprietary + Confidential Develop Grow Earn Google Play Google Ads Google Search Firebase AdMob Android Pay Google Play in app billing & subscription Firebase Android Studio Material Design Maps & Places Google Cloud Platform VR/Daydream Web Platform AMP Flutter
  4. 4. Proprietary + Confidential Develop Grow Earn Google Play Google Ads Google Search Firebase AdMob Android Pay Google Play in app billing & subscription Firebase Android Studio Material Design Maps & Places Google Cloud Platform VR/Daydream Web Platform AMP Flutter
  5. 5. Proprietary + Confidential
  6. 6. Proprietary + Confidential Find more of the right users
  7. 7. Proprietary + Confidential Agenda Industry trends Game lifecycle Machine Learning in Ads Ads best practices
  8. 8. Proprietary + Confidential Agenda Industry trends Game lifecycle Machine Learning in Ads Ads best practices
  9. 9. Proprietary + Confidential Trends Source: DataMagic Rocks What is the expected total value of gaming by 2022? $200 billion
  10. 10. Proprietary + Confidential Trends Source: Newzoo, Press Search $39B $61B $96B PC Console Mobile Gaming: $200B industry by 2022; 50% in Mobile
  11. 11. Proprietary + Confidential Trends Source: DataMagic Rocks What are the Top-3 genres? Arcade / Hyper Casual Puzzles Action Match - 3 RPG Slots By downloads By revenue
  12. 12. Proprietary + Confidential Trends Source: DataMagic Rocks Downloads and revenue in Q3 2019
  13. 13. Proprietary + Confidential Trends Source: DataMagic Rocks What are the Top-3 countries? India Brazil US US Japan South Korea By downloads By revenue
  14. 14. Proprietary + Confidential Trends Average in-app purchase revenue per Daily Active Users (ARPDAU) Source: AppTopia, App Annie, Internal analysis
  15. 15. Proprietary + Confidential Agenda Industry trends Game lifecycle Machine Learning in Ads Ads best practices
  16. 16. Proprietary + Confidential Confidential + Proprietary A real-life analogy You are opening a supermarket in your area Photo by Rob Maxwell on Unsplash
  17. 17. Proprietary + Confidential A real-life analogy You are opening a supermarket in your area GRAND OPENING! Outdoor advertising In-store promotions Are all hypotheses proven by real people? Which subsegments like us the most? Anything we need to change in the shop? Explore demand Does the demand exist? Who are the customers? What are unique selling points? SENSE TEST FOCUS SQUEEZE RETAIN What are specific needs of the key customers? What is their “moment of truth”? Are there any unique behavioural patterns? Does demand meet supply? Particular product groups to focus on? Specific ROI targets indicative of LTV? Are customer-level needs fully satisfied? Any customer group at risk of churning? Particular group did not explore some SKUs? -50% Loyalty programs
  18. 18. Proprietary + Confidential A real-life analogy Similarly, your game goes through different stages Installs Action Value Pre- registration Engagement SENSE TEST FOCUS SQUEEZE RETAIN -50% Homework: Early adopters on board Game of Scale: get feedback, debug, tweak gameplay Quality leads: Invest in those who will love your game Money counts: Ensure profitability at all times Relationship: Make your top players feel special!
  19. 19. Proprietary + Confidential Key Launches by App Lifecycle PRE-LAUNCH LAUNCH & GROWTH MATURITY Pre-Registrations Ads Maximise Installs / Maximise conversions bidding AC for Action AC for Value AC for Engagement: Lapsed Users Payers Uninstallers Google + App Marketing Lifecycle
  20. 20. Proprietary + Confidential AC Pre-registration Capture pre-launch demand with Pre-registration How do I get my app to stand out immediately on the day when it launches? Create public store listing and run app campaign with CTA for users to “pre-register”
  21. 21. Proprietary + Confidential AC Installs Acquire new users at scale with AC for Installs It’s launch time, so I need to get as many installs as possible AC for Installs AC for Installs Advanced Drive installs at particular cost per install Drive installs with higher likelihood to perform specific in-app action tCPI
  22. 22. Proprietary + Confidential AC Actions Reach better quality with AC for Actions I have a lot of installs and users but how do I turn this into profits? AC for Actions tCPA Drive more in-app action (revenue / retention) at set cost per action
  23. 23. Proprietary + Confidential AC Value Maximise user spend / LTV with AC for Value AC for Value Beta tROAS Actions are ok, but I need to ensure I get quality user and maximise my ad spend return... Find new users, who complete a selected in-app event while aiming for a certain return on ad spend
  24. 24. Proprietary + Confidential AC Re-Engagement Win the post-launch-phase with AC for Engagement My retention rate is lowering, how should I boost ROAS now? Inactive & non-payers Active & non-payers Active & payersInactive & previous payers Payers about to lapse Get users back into the app Engage users before they are “lost” Increase activity & prevent churn Get users back into the app Increase pay rate from active users Segment your existing audience and maximise ROAS by re-engaging them
  25. 25. Proprietary + Confidential Engagement (beta) Value (Beta)Installs tCPI Bidding Purpose: maximize # of installs at certain tCPI Installs Advanced Actions AC Campaign Types Use the campaign the best fits your goal tCPI Bidding Purpose: Drive installs that have a higher likelihood of completing a particular in-app action tCPA Bidding Purpose: Acquire users who will complete your selected in-app event ROAS Bidding Purpose: Target users who will fulfill a determined return on ad spend over a certain period of time tCPA Bidding Purpose: Driving users back into the app to complete a specific action/conversion tCPI Bidding Purpose: Increase interest to your game before launch time by getting pre-registrations Pre-registration (alpha)
  26. 26. Proprietary + Confidential Agenda Industry trends Game lifecycle Machine Learning in Ads Ads best practices
  27. 27. Proprietary + Confidential Google Machine Learning How does the machine learn? Example from With time, the system finds an optimal strategy to maximize the end goal
  28. 28. Proprietary + Confidential Google Machine Learning Machine learning is already improving many of our products Search Search ranking Speech recognition Android Keyboard & speech input Play App recommendations Game developer experience Gmail Smart reply Spam classification Drive Intelligence in Apps Chrome Search by image Assistant Smart connections across products YouTube Video recommendations Better thumbnails Maps Parsing local search Translate Text, graphic and speech translation Cardboard Smart stitching Photos Photos search
  29. 29. Proprietary + Confidential Google App campaign + Machine Learning How many signals is App campaign optimising up? 300+ million signal combinations
  30. 30. Proprietary + Confidential Google App campaign + Machine Learning App campaign uses ML to combine a lot of various signals... Outside the App Google Data Inside the App Advertiser Data Queries Placements Demo Targeting Device Targeting Granular Location User signals and intent App Usage Value Engagement / session durations Web usage App Settings Retention Referrals User interactions and value
  31. 31. Proprietary + Confidential Google App campaign + Machine Learning To find the right users, on the right channel, at scale on Play on Google.com with Apps the Web on YouTube
  32. 32. Proprietary + Confidential Google App campaign + Machine Learning But to make it work you should consider these four components Objective & Understanding your metrics Trust in the machineData Reporting
  33. 33. Proprietary + Confidential Agenda Industry trends Game lifecycle Machine Learning in Ads Ads best practices
  34. 34. Proprietary + Confidential Confidential + Proprietary AC Overview App Campaigns have 4 key optimization levers Creatives BidsEvents Budget
  35. 35. Proprietary + Confidential AC Overview Tell the system what is your goal Creatives BidsEvents Budget
  36. 36. Proprietary + Confidential Confidential + Proprietary A real-life analogy Remember this? Photo by Rob Maxwell on Unsplash
  37. 37. Proprietary + Confidential A real-life analogy Depending on where you are right NOW, your goal varies Installs Action Value Pre- registration Engagement SENSE TEST FOCUS SQUEEZE RETAIN -50% Homework: Early adopters on board Game of Scale: get feedback, debug, tweak gameplay Quality leads: Invest in those who will love your game Money counts: Ensure profitability at all times Relationship: Make your top players feel special!
  38. 38. Proprietary + Confidential Event selection Event selection at different app lifecycle stage PRE-LAUNCH LAUNCH & GROWTH MATURITY AC Pre-Registrations AC Installs AC Action AC Value AC Action AC Installs Advanced AC Re-engagement Installs 1st Open Registration Retention Revenue Advanced ● # active days ● # level achieved ● # session duration ● In-app purchase ● Subscription ● # ads seen ● LTV/ pLTV ● Predicted Payer
  39. 39. Proprietary + Confidential Event selection What is good event? DELAY No later than 7 days post install Ideally D2/3 The shorter the better RELEVANCY Has to be deterministic and correlated with the business objective CONVERSION VOLUME Min. 20 unique user converted per day Ideally 50+ The higher the better
  40. 40. Proprietary + Confidential Firebase Our vision: bring the power of Google Analytics to App campaigns Understand how users behave in your app Provide signals for Google Ads campaigns performance Turn user insights into marketing actions Google Analytics
  41. 41. Proprietary + Confidential Firebase Better Performance Faster Campaign Ramp Up Automated Similar Audiences Simplified audiences* GA4F Audience Builder GA4F Suggested Audiences Cross platform insights* App Deep Linking Unified Web+App Analytics Deferred Deep Linking * does not require bidding on GA4F events More powerful Optimization App Campaigns for tROAS Audience Exclusion Predictive Optimization Firebase makes your acquisition activity more robust
  42. 42. Proprietary + Confidential Confidential + Proprietary AC Overview Your creatives are your elevator pitch. At scale Creatives BidsEvents Budget
  43. 43. Proprietary + Confidential Creatives best practices 5 headlines 5 descriptions 20 videos 20 images A Maximize asset coverage to extend Google inventory reach Ad groups
  44. 44. Proprietary + Confidential Creatives best practices 20 images A 20 videos 5+5 texts Ensure you have key image formats
  45. 45. Proprietary + Confidential Creatives best practices Texts and Videos are the key.20 images A 20 videos 5+5 texts The most important part...
  46. 46. Proprietary + Confidential Creatives best practices Intent-based Interest-based Where do creatives serve?
  47. 47. Proprietary + Confidential Video best practices You discover new games through inspiration
  48. 48. Proprietary + Confidential Video best practices Cinematic Influencer User GeneratedActual App Experience Better for Youtube Better for Admob Cover different narratives
  49. 49. Proprietary + Confidential Video best practices What’s your mood? When playingWhen watching Relaxed Exploring Calm Energised Low attention span Want to skip ads
  50. 50. Proprietary + Confidential Video best practices Make a video ad. Multiply by 3
  51. 51. Proprietary + Confidential Video best practices … and again x3 10 seconds 15 seconds 30 seconds 60 seconds Start high Subtle branding cues Unexpected shifts Multiple peaks More story for those who want it
  52. 52. Proprietary + Confidential Video best practices 5 seconds matter X
  53. 53. Proprietary + Confidential Video best practices Pro tips Sound Sound vs. no sound Playing music underneath vs. no music Different pace: upbeat music vs. slow music Different musical genres Beginning ad with attention-grabbing sound effect If showing app/gameplay: sound effects for actions vs. no sounds Male voiceover vs. female voiceover Different voice pitches: high vs. deep Tone of voice: upbeat vs. neutral Captions vs. no captions Video Length of video vs. Animation Transition type vs. Speed vs. Voice :15 :30 End cards: style and language vs. If showing gameplay: male/female/neutral finger vs. Showing product early vs. late vs. Animation vs. no animation vs. Location/path vs.
  54. 54. Proprietary + Confidential AC Overview Defining financials: budget and bids Creatives BidsEvents Budget
  55. 55. Proprietary + Confidential AC BEST PRACTICES Set realistic targets and give it enough space to learn Daily budget should allow for minimum 50+ installs or 10+ in-app events per day for the machine learning algorithm to learn and optimise effectively. minimum daily budget At launch you can also refer to industry CPI benchmarks. achieved in the past
  56. 56. Proprietary + Confidential AC BEST PRACTICES 10 conversions / 50 installs per day is crucial!
  57. 57. Proprietary + Confidential AC BEST PRACTICES You are an AI, and you’re asked to portray a Ukrainian Valik Male 25-35 Gamer Lives in Ireland Works at Google Talks at DevGAMM Nastya Female 25-35* Gamer Lived in Ireland Works at Google Attends DevGAMM EUREKA! A typical Ukrainian is 25-35 years old, lives or lived in Ireland, plays games all the time, for sure works at Google and obviously attends DevGAMM *in fact she is 24 but it ruins everything
  58. 58. Proprietary + Confidential AC BEST PRACTICES Drive 400-500 installs or 300 in-app actions before making preliminary optimizations Wait to evaluate first results Time tCPA ActualCPA Do not judge too early, give it some time
  59. 59. Proprietary + Confidential AC BEST PRACTICES Confidential + Proprietary Only make adjustments after the campaign has driven 100 new conversions. adjust bids or budgets by Changing too many assets at once can force AC back into learning mode and throttle spend. optimize at once Do not make too many too much changes
  60. 60. Proprietary + Confidential AC BEST PRACTICES Let’s sum up or “your 1-sheeter to print” In-app events that occur > 300 in 30 days and >5% per install Don’t adjust bids by >20%/day Campaign budget should be min 50x tCPI (10x if optimizing for actions) Set your tCPI 20% higher Wait 2-4 weeks to evaluate first results Make sure to leverage all creatives
  61. 61. Proprietary + Confidential Artur Davydenko Business Development Manager
  62. 62. Proprietary + Confidential Y/Y growth since 2017 +25.5% Global mobile gaming market $70.3B Source: Newzoo report, 2018. Mobile gaming market is growing
  63. 63. Proprietary + Confidential Installs of games made in Belarus >3.500.000.000 Source: Google Internal research Belarus impact
  64. 64. Proprietary + Confidential Source: MarketingCharts.com
  65. 65. Proprietary + Confidential Develop Grow Earn Google Play Google Ads Google Search Firebase AdMob Android Pay Google Play in app billing & subscription Firebase Android Studio Material Design Maps & Places Google Cloud Platform VR/Daydream Web Platform AMP Flutter
  66. 66. Proprietary + Confidential Grow engagement
  67. 67. Proprietary + Confidential
  68. 68. Proprietary + Confidential Confidential + Proprietary ● Dashboard ● Android Vitals ● Review Analysis Google Play Console
  69. 69. Proprietary + Confidential Confidential + ProprietaryConfidential + Proprietary ● Optimize app with multivariate experiments ● Automatic winner determination ● Integrated with Analytics, Remote Config and FCM
  70. 70. Proprietary + ConfidentialProprietary + ConfidentialProprietary + Confidential GET THE ANSWERS YOU NEED TO GROW YOUR BUSINESS Use Remote Config and A/B testing to experiment Original Design New Design Cleveni ClevCalc
  71. 71. Proprietary + Confidential Earn more
  72. 72. Proprietary + Confidential
  73. 73. Proprietary + Confidential Engagement & value go hand in hand Value Engagement
  74. 74. Proprietary + Confidential 2019 Number of games using IAPs + Ads grew more than 34% Source: Google internal data
  75. 75. Proprietary + Confidential 2019 Admob offers four rich ad formats Rewarded adsBanner adsInterstitial ads Native ads
  76. 76. Proprietary + Confidential With rewarded ads, users now have more choices. Users can now choose to spend time or money in exchange for value.
  77. 77. Proprietary + ConfidentialProprietary + ConfidentialProprietary + Confidential Start monetizing the moment a user opens or switches back to your app *Smaato's Global Trends in Mobile Advertising H2 2018 report **June 2018 OpenX study New:
  78. 78. Proprietary + ConfidentialProprietary + ConfidentialProprietary + Confidential Ad unit Likely purchasers Mission Overview No Ad Unikely purchasers Mission Start
  79. 79. Proprietary + Confidential We've been looking for a way to improve non-spender monetization. Smart segmentation helped us personalize ads monetization for non paying players automatically. We loved how convenient it was and the best part was that it didn’t hurt IAP revenue. Maria Tyutina, “ ” Head of Monetization, Game Insight Game Insight sees 30% increase in ads revenue
  80. 80. Proprietary + Confidential New: Smart segmentation for rewarded ads Interstitial ads Rewarded ads
  81. 81. Proprietary + ConfidentialProprietary + Confidential Open Bidding Earn even more with AdMob’s real time bidding solution, the only place where demand from Google, Facebook, and third party networks can compete for your ad inventory in real time.
  82. 82. Proprietary + ConfidentialProprietary + ConfidentialProprietary + Confidential MAXIMIZE SUSTAINABLE APP REVENUE AdMob brings header bidding from web to apps Auction, based on real-time per-impression bidding* Single reporting, single payment Fewer SDKs * The only auction in the market that has an access to all of Google’s real-time demand Unified Auction Ads SDK Ads SDK Ads SDK Ads SDK Ads SDK Ads SDK Ads SDK Ads SDK Ads SDK Ads SDK Ads SDK Ads SDK Ads SDK Ads SDK Ads SDK Ads SDK Fewer SDKs
  83. 83. Proprietary + ConfidentialProprietary + ConfidentialProprietary + Confidential MAXIMIZE SUSTAINABLE APP REVENUE A simpler path forward ● Real-time auction with per impression prices ● Simpler reporting and payments ● Fewer SDKs
  84. 84. Proprietary + Confidential “” FPO Proprietary + Confidential Open Bidding gives us the ability to test advertising partners without going through the effort of integrating an SDK for each one. With Open Bidding, we know that we’re always getting the best possible CPM for each impression. As a result, we’ve been able to shift our focus to optimize ad engagement to grow our business even further. — Daniel Baxter, Ad Monetization Manager, Halfbrick Halfbrick has been creating games played and loved around world, such as Fruit Ninja, Jetpack Joyride, and Dan the Man. They are one of the most well-known indie developers globally. The challenge Halfbrick needed to find a time-efficient way to manage their mediation groups, while ensuring they were optimizing their revenue. The approach Halfbrick implemented AdMob mediation to quickly manage their mediation groups. After seeing great results, they then incorporated Open Bidding to boost their CPM further. The results 22% Increase in CPM 17% Overall revenue growth CASE STUDY
  85. 85. Proprietary + Confidential Get User Metrics in One Place AdMob offers insights on ad performance and user metrics all in one place, without having to integrate an additional SDK
  86. 86. Proprietary + Confidential New: AdMob Insights Get alerts when our system detects unexpected changes in your key metrics
  87. 87. Proprietary + Confidential Artur Davydenko Google AdMob & Google Firebase
  88. 88. Proprietary + Confidential

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