Copyright rehabstudio 2016 - Google Confidential Acquiring & Engaging Customers with your Mobile App Kevin McCarthy Google, Inc Mobile Apps Sales & Strategy Lead, Americas [email protected]
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Copyright rehabstudio 2016 - Google Confidential
Acquiring & Engaging Customers with your Mobile App
Kevin McCarthyGoogle, IncMobile Apps Sales & Strategy Lead, [email protected]
What’s the Deal with this Mobile App Stuff Anyway?
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Open TablePay your restaurant bill without waiting for a check!
NestCome home to a warm house!
FordStart your car from your phone!
Aim for Transformational
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Goals, Metrics & Attribution
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Is your App Delivering the Goods?
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Speed
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Registration
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Form Fill
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Payment
Proprietary + ConfidentialCustomer Support
Pre-Paid Checklist
Proprietary + ConfidentialLeverage Organic ChannelsChannel Yes No Internal
StakeholderNext Steps
In-Store
Call Center
Snail Mail
Website
mSite
ASO
Push
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Driving App Discovery & Engagement
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Discovery and retention are real problems
1.6M Apps
1.5M Apps
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Drive In-App actions that matter
Grow your app through the lifecycle
Understand the discovery landscapeReach more of the
right usersKeep users
coming back
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Reach more of the right users
67%of all app downloads involve a user Search
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Users discover your app in various ways
Source: Google/Ipsos, Mobile App Marketing Insights: How Consumers Really Find and Use Your Apps (U.S.), May 2015, Base: Average among those in each vertical who downloaded an app based on ads seen on a smartphone, Google/Ipsos Survey
Q.14 Which of the following types of online advertisements have prompted you to download a/an [. ..] app? Select all that apply.
search ads
banner / graphical ads in apps
banner / graphical ads in websites
video ads
47%
45%
43%
50%
How do consumers really find your apps?
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We’ve got you covered
on seven Google products globally
1B+ users95%
of internet users reached by Google
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Searchingon Google.com
Watchingon YouTube
Engagingwith Apps
Surfingthe Web
Discoveringon Play
In the moments that matter for your business
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Universal App Campaigns make it easy
Ads
Budget
Targeting
Bids
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Drive In-App actions that matter
85%of app revenue comes from the top 17% of users
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Identify the core actions that drive value
Leveraging in-store features (e.g. Redeem an offer, mobile pay, etc)
Making a purchaseLooking up a store location
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Keep userscoming back
3%of all Android & iOS apps had active users at the end of 30 days
Only
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Identify the existing users you want to engage
Users who lapse after 30 days
Users who search for something you offer
Power users
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Drive targeted action
User searches for a product you offer
Drive them into your app to take action
Copyright rehabstudio 2016 - Google Confidential
Thanks
Kevin McCarthyGoogle, IncMobile Apps Sales & Strategy Lead, [email protected]
Copyright rehabstudio 2016 - Google Confidential
Resources
● The Mobile Playbook● Secrets to App Success on Play ● Retail Mobile Apps best practices● mSites Research● Think Multiscreen● Our Mobile Planet● Mobile In-Store Research (Retail)● Think Performance (Retail)
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