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Google Confidential and Proprietary


Cameron Grace & George Meredith Global Mobile Sales & Strategy Team

The Practitioner’s Guide to Driving App Downloads with AdWords


1 Mobile App Landscape

2 Capturing Intent with Mobile Search

3 Driving Volume with Mobile Display

4 Q&A


Go bigger, faster

Mobile ad solutions that drive mobile app downloads at scale

Make better decisions

Enable tracking and targeting features that help

improve your ROI

Win moments that matter

Drive new kinds of customer engagement with mobile apps

What we do:

Google makes the web work for you

With app promotion solutions, we help you:





4 Q&A


Apps like bookmarks for brand-loyal users

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91% of interbrand’s 2011 best global brands have a presence in at least one of the major app stores


Promote your app to increase visibility and ranking

Source: iTunes app store, Android market; http://www.mobilestatistics.com/mobile-statistics/

Consumer discovery is difficult •  500k+ apps in the Apple App Store •  600k+ apps in the Google Play Store •  90% of app discovery happens through

browsing top ranked apps Your Goal: Get your app visible and ranked high so consumers can find it!


…and engage new customers

*Source: The Nielsen Company 2011 ** Source: comScore, Alexa, Flurry Analytics 2011

on average, iPhone owners have 48 apps*

over 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*


Better together: capture intent and drive volume

Use search to capture intent

Use display to drive download volume





4 Q&A


Mobile app extension

app installs + site visits

Capturing intent with mobile search solutions

Click-to-download

app installs

supported on mobile and tablet devices supported on mobile devices only


How to set up your app promotion campaigns

Mobile app extension implementation


How to set up your app promotion campaigns

Click to download implementation


Best practices for optimal search performance





4 Q&A


Driving volume with mobile display solutions

In-app banner ads

build brand

Click-to-download text ads

share relevant information


Benefits of Google mobile display solutions


How to set up your Android app campaigns

1.  Find your app in the Google Play Store.

2.  Find the "Package Name" in the URL string - this will start immediately after "?id=" and end before an ampersand (if one exists).

3.  Take note of the OS versions (and potentially devices) that are compatible with the app.

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Operating systems & devices

The Operating System (OS), OS versions and devices you choose in your targeting settings are critical to maximizing ROI from mobile app campaigns.


Display & Destination URLs: Android

1.  Set your Display URL as: "play.google.com/store/"

2.  Set your Destination URL as: "https://play.google.com/store/apps/details?id=[Package Name]"

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Registering Android conversions Before launching any Android campaign, register a new conversion event in AdWords under "Tools and Analysis" -->"Conversions".

Name the conversion and choose the "Mobile app download" conversion location.

Input the Package Name and use the "View in Android Market" link to confirm your targeting settings. Save the conversion.

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1.  Find your app in the Apple App Store. 2.  Right click on the tile icon and select "Copy Link" - save this for your

Destination URL. 3.  Take note of the OS versions and devices that are compatible with the

app.

4.  Track the app's ranking using an external resource like AppAnnie.com.

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iOS app campaigns

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iOS app campaigns

The Operating System (OS), OS versions and devices you choose in your targeting settings are critical to maximizing ROI from mobile app campaigns.


Target all devices iOS app campaigns

Unless you're promoting an iPad-only (HD) iOS app, you can likely target all Devices in this section.


Display & destination URLs: iOS

1.  Set your Display URL as: "itunes.apple.com/"

2.  Copy the app URL from the App Store. Paste the contents of the URL (after the prefix) into the Destination URL field.

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Placement targeting

1.  Choose the app categories or subcategories you'd like to target. 2.  Add the apps and/or categories to your selected placements.

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1.  Review data in the Placement Report and exclude apps that aren't performing well. Increase or decrease bids on publishers to optimize ROI.

2.  To dig deeper, segment the data by Day of the week, Device, User location, etc.

AdWords reporting

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Bidding: Conversion Optimizer for apps

Focusing on conversions instead of clicks

Use automated bidding to improve ROI


Formats: App Promotion Banners

Use click-to-download text ads

Improve conversion rates with new text ad formats

Download the Showcase App: https://play.google.com/store/apps/details?id=com.google.ads.showcase


Promote your app to increase visibility and rank


Cameron Grace & George Meredith Global Mobile Sales & Strategy

Q&A - Thank You!

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