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The Practitioner’s Guide to Driving App Downloads with AdWords Cameron Grace & George Meredith Global Mobile Sales & Strategy Team

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Mobile App Landscape Capturing Intent with Mobile Search

Driving Volume with Mobile Display

Q&A

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What we do:

Google makes the web work for you With app promotion solutions, we help you:

Win moments that matter Drive new kinds of customer engagement with mobile apps

Make better decisions

Go bigger, faster

Enable tracking and targeting features that help improve your ROI

Mobile ad solutions that drive mobile app downloads at scale

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Mobile App Landscape Capturing Intent with Mobile Search

Driving Volume with Mobile Display

Q&A

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Apps like bookmarks for brand-loyal users

91

%

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

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*

Promote your app to increase visibility and ranking 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!

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

…and engage new customers on average, iPhone owners have 48 apps* and Android owners have 35 apps*

over

% 70

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

of iOS/Android users spend an average 81 minutes a day in apps, up 91% from 2010-2011**

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Better together: capture intent and drive volume Use search to capture intent

Use display to drive download volume

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Mobile App Landscape Capturing Intent with Mobile Search

Driving Volume with Mobile Display

Q&A

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Capturing intent with mobile search solutions Click-to-download

Mobile app extension

app installs

app installs + site visits

supported on mobile and tablet devices

supported on mobile devices only Google Confidential and Proprietary

How to set up your app promotion campaigns Mobile app extension implementation

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How to set up your app promotion campaigns Click to download implementation

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Best practices for optimal search performance

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Mobile App Landscape Capturing Intent with Mobile Search

Driving Volume with Mobile Display

Q&A

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Driving volume with mobile display solutions In-app banner ads

Click-to-download text ads

build brand

share relevant information

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Benefits of Google mobile display solutions

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How to set up your Android app campaigns 1

2 3 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. Google Confidential and Proprietary

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.

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Display & Destination URLs: Android

1 2

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".

1

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

2

3

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

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iOS app campaigns 1

2 3 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. Google Confidential and Proprietary

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. Google Confidential and Proprietary

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.

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Display & destination URLs: iOS 1

2

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. Google Confidential and Proprietary

Placement targeting 1 2

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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AdWords reporting 1

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.

2

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Bidding: Conversion Optimizer for apps Focusing on conversions instead of clicks Use automated bidding to improve ROI

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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 Google Confidential and Proprietary

Promote your app to increase visibility and rank

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Q&A - Thank You! Cameron Grace & George Meredith Global Mobile Sales & Strategy

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