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Introducing UAC & Onboarding Specific Best Practices

November 2018
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Agenda

● Why App Matters?

● What is UAC?

● How to run UAC Campaign & Best Practices

● UAC Strategies Across App Life Cycle

● Q&A
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Why App Matters?

64% of Vietnamese are mobile active users
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TOTAL UNIQUE TOTAL ACTIVE MOBILE

POPULATION MOBILE USERS INTERNET USERS

96.02 70.3 61.73

MILLIONS MILLIONS MILLIONS

*Data sources: We Are Social 2018

Online users are shifting their behaviors towards mobile
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Weekly online activities by devices

USE A SEARCH VISIT A SOCIAL PLAY WATCH LOOK FOR PRODUCT

ENGINE NETWORK GAMES VIDEOS INFORMATION

SMARTPHONE: SMARTPHONE: SMARTPHONE: SMARTPHONE: SMARTPHONE:

44% 52% 24% 53% 14%

COMPUTER: COMPUTER: COMPUTER: COMPUTER: COMPUTER:

19% 21% 9% 21% 6%

*Data sources: We Are Social 2018
Mobile users are no longer favor mWeb. They are switching
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to app instead.
Share of web traffic by device

LAPTOPS & MOBILE TABLET

DESKTOPS PHONES DEVICES

73% 24% 3%
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE

+13% -31% -53%

*Data sources: We Are Social 2018
Five new apps are installed each month - Games, Social
Networking, Music, Shopping are among the highest app installs

New apps: number and type installed (% monthly)

Joint highest of all APAC markets

(with IN)

+5
apps
installed
each month
Games Social Messaging, Media & Search Music & Books, News & Education Shopping &
networking comms Ents. Audio comics, weather e-comm.
mags

Question:
Question: B11.
B11.How
Howoften
oftendo
doyou
youinstall
installnew
newapps
appsfor
forthese
these types
types of apps?
Smartphone
Smartphone users,
users, n=1000
TNS / GOOGLE
TNS SMARTPHONEAPPS
GOOGLE SMARTPHONE APPS RESEARCH
RESEARCH VIETNAM
VIETNAM
Apps also deliver 3x better conversion rate vs mWeb
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“The average Android phone

user spent a minimum of 35
minutes across Shopping apps
each month in H1 2017 among
countries analyzed. Retailers
need to prioritize their app
strategy in order to keep up
with shifting shopping habits”
Source:Criteo & Flurry
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What does the growth of an app consist of?

Organic Paid
Product growth growth
Social/PR Brand
Raise awareness, educate
Virality/K-factor
Create demand Influencers

Store Export Creatives

listing
Find users at scale Industry/competitive
Capture demand dynamics
Value vs volume
Monetization strategy, pricing,
Bids / Budgets
pmt options
Event selection
Drive engagement Onboarding flow
and payers Web + app
Measurement
Live Ops & Attribution
Monetize demand Discount/offer strategy
UX/UI

Re-engage and Organic re-engagement:

- Push Paid
re-acquire Feature/content notification re-engagement
Retain demand roadmap - Email
- Co-marketing
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UAC & Machine Learning

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Universal App Campaigns

UAC Elevator Pitch
Fully automated campaign that uses machine learning
and all of Google’s distribution channels to find new
mobile app users and hit client user acquisition goals.
Find the right users, on the right channel, at scale
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Android Inventory through UAC

Find the right users, on the right channel, at scale
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iOS Inventory through UAC

App

Ad
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Reach large audiences who are

interested in what your app offers
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Who is the ideal user?

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UAC uses data and signals to help you find the best user

Queries
App Settings
Engagement /
session durations

Device Targeting

Outside Inside
User Value

the App User signals the App

interactions
Granular and intent
Google Data Location and value Advertiser Data

Retention

Placements

Web usage

App Usage Referrals

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Universal App Campaigns leverage user signals and the power

of Machine Learning to find the right customers at the right time.
User
Machine Learning Distribution to
1 Signal 2 3
Algorithm high value users
Data
Action
Install, In-app events,
Google Play Data

Context
User attributes, e.g. device,
time of day, location, search
queries, apps installed

Your KPIs
Intent
Search, Display,
Play Store, YouTube

Confused why Machine Learning matters? Check this resource on Machine Learning.
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Evolve how you promote your App

2007 2010 2014 2017

Early Tests Top Charts Demographics Business Goals
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Tailor your App promotion strategy for your goals

Get Installs Perform an Action Build Lifetime Value

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How To Set Up an UAC Campaign

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Get your campaign running in a few steps

Set up the
Select the Set your Create and conversion
campaign type tracking solution
that matches your
campaign’s bid upload your
and budget. creative assets that covers your
goals. needs.
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UAC provides different campaign types that match your goals

Installs tCPI Actions tCPA Value tROAS Re-Engagement tCPA

Select the
campaign type that
matches your
goals.
UAC for UAC for UAC for UACe
Installs Actions Value (beta*)
(beta*)

UAC for
Installs, Advanced
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Get your campaign running in a few steps

Daily budget should allow for 100+ To ensure a stable transition when adjusting
installs or 10+ in-app events per day for bids, minimize bid and budget adjustments
the machine learning algorithm to learn greater than 20% every few days.
and optimise effectively.
Set your
campaign’s bid
and budget. No changes to bids or budgets before
Fluctuations when launching a new UAC
campaign are expected, but will smoothen
the first 100 conversions and the first over time as the campaign gathers more data
full week for new campaigns (learning and begins to understand what users are
phase). valuable.

Setting your CPA bid higher will result in

a faster ramp up. We see the most Set a bid of 1.5x higher for iOS compared to
success with a bid of 1.5-2x your CPA Android.
goal.
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Get your campaign running in a few steps

Assets become Ads

Create and
upload your
creative assets

4 20 20
text ideas images videos
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Get your campaign running in a few steps

Set up the
conversion tracking Play Console Firebase Analytics 3rd Party App Attribution
Partner
solution that covers Compatible Android only Android & iOS Android & iOS
your needs.
First Open Event - Required to Link Account & Import Conversions
UAC Install Codeless
(MUST for iOS)

UAC Action/Value In-app Action event - Required to Link Account & Import Conversions

Report conversion across Report conversion across

Measurement
multiple networks (except FB) multiple networks

Billing model FREE! FREE! PAID :(

Support Docs Link Firebase to Google Ad Account | Step-by-step guide to set up 3P tracking | Import Conversion Events
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UAC Best Practice

Machine Learning algorithms use these campaign levers

* *
Image and Bids Conversion
Video Assets events and values

Cover all assets. Find balance. Choose the right event.

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Cover all assets with Text - Images & Video

TEXT IMAGE VIDEO

01 Introduction Text (e.t: The 320x480 (Portrait Interstitial) 2:3 (Portrait)

app for your mind) 480x320 (Landscape 16:9 (Landscape)
Create and Interstitial) 1:1 (Square)
upload your 01 Attention Grabber Text (e.t: 300x250 (Square)
creative assets Are you a game player) 1024x768 (Tablet) Consider to test 15s, 20s, 30s
768x1024 (Tablet) videos
01 Benefit Statement Text (e.t:
320x50 (Banner)
1,000 of addictive puzzles)
Image and 1200x628 (Landscape Image)
Video Assets 01 Call To Action (e.t: Get the
728x90 (Leaderboard)
300x50 (Banner)
fastest delivery)
320x100 (Banner)

Creative Recommendation/ Best Practice can be viewed here & here (make copy if you want to share
Support Docs
externally)
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Find balance in Bid & Budget

Daily budget should allow for 50+ installs or 10+ in-app

events per day for the machine learning algorithm to
learn and optimise effectively.
Create and
upload your
creative assets No changes to bids or budgets following 2 weeks after
every major change (learning phase).

Bid & Budget

To ensure a stable transition when adjusting bids, minimize bid

and budget adjustments to no greater than 20% every few days.

Support Docs How bid changes can impact Learning & Optimization Process here
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Choose the right event for campaign optimization

Select in-app events that occur UAC Machine requires 100 Install & 10
Create and ● > 300 in 30 days Action conversions/ day to be fully
upload your ● >5% per install learned & optimized
creative assets
Wait 2-4 weeks to evaluate first results. Make sure conversion is being tracked
Account for conversion lag time properly. UAC won’t be able to optimize/
Conversion show right performance if conversion
events & values tracking is wrong

Support Docs How to choose the right event here

More aggressive bidding in the learning period steers
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algorithm to explore additional slices of inventory

Auction bid

Higher auction
bid, based on
aggressive
campaign bid and
historical CVRs

Available inventory
across all networks
Higher conversion rates can result in acceptable
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CPAs, even with more aggressive initial bidding

CPC to Historical tCPA bid Clicks for Actual Actual Actual

unlock CVR to unlock $100 CVR conversion CPA
inventory inventory obtained

$0.20 1% $20 500 2% 10 $10

$0.10 1% $10 1,000 1% 10 $10

$0.075 1% $7.5 1,300 0.6% 8 $12.5

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UAC Strategies Across App Life Cycle

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UAC campaign mix through app growth cycle.

1 Install UAC for Installs

Maximize installs with cheap CPI

UAC for Installs Advance

2 Installs with Actions Maximize installs with users
likely to make an action

Action (Registration, Add UAC for Actions

3 to Cart, Purchase, etc..) Maximize actions
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UAC campaign mix through app growth cycle.

Conversions

1 Install UACPlay
Google for Installs
Installs OR 3P First Open
Maximize installs with cheap CPI

UAC for Installs Advance

2 Installs with Actions Firebase / 3P Events
Maximize installs with users
likely to make an action

Action (Registration, Add UAC for Actions

3 to Cart, Purchase, etc..) Firebase / 3Pactions
Maximize Events
UAC Actions supports “sustainable” partnership narrative
vs. CPI world of the past

What’s working? Important for Success

1. Remove ‘test’ from vernacular - no more 14-day CPI test 1. Tracking is setup from the onset. Events are tracked
campaigns. across the funnel.

2. Pitch 90+ day Partnership - goal is to come be achieve 2. Strategy dependent on 3P/Firebase. Recommendation:
CPI/ROI/CPA goals in partnership timeframe. push the importance of tracking during early calls.

Double-Down on
Add a UAC for Max what is working
UAC for Install
In-App Events -Install
Set a “Baseline”
CPA or -CPA
for CVRs
Install Advanced -Install Advanced
Vertical Client In-App
Knowledge Data

1 Day 0-30 2 Day 31-60 3 Day 61-90+

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Advertising throughout the app lifecycle

Introduction Growth Maturity

INSTALL VOLUME HIGHER LTV LACK OF USER ACQUISITION
Get installs faster w/lower CPI Get High-LTV users keeping install volume Get extra-reach and non-core users’ interest

UAC for Installs UAC for In-App Actions Double Down on what works.
Maximize install volume with UACs for Run UACs for In-App actions to reach Find the best mix that works for you,
installs. new users completing wanted and maybe even throw in some
behaviors. branding to help with the media mix.

Tracking and non-UAC levers to help product and marketing

Day 0-30 Day 31-60 Day 61-90+

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In-direct Optimization Levers

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The journey starts long before and after the install

3. App Engagement
2. Onboarding Experience From this point on, how do you
1. App Discovery The first 10 minutes in your app is most
keep the user engaged and loyal
How users find your app, and the to your app.
important in helping the user decide if
expectations they have have far they want to continue using your app.
reaching consequences.
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App Discovery:
App Store optimization
How do you get people to download your app
after they have discovered it?

Support Docs App Store Optimization Full Deck

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Your app name, description and landing page matters

No true silver bullet to the keyword algorithm, nor is there

Keyword Research one tool that is able to provide accurate insights into search
volume or competition.

Provide more than feature list and screenshots of the app.

Screenshot First Design for attention, Increase exploration, and provide
Optimization clear call to action

This goes beyond Google Translate! Customize images,

Localization USPs, and use common landmarks (don’t show a screenshot
of Bakuteh when exporting your app to Thailand)
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Use store listing experiments to optimize conversion rates

Store Listing Experiments allow developers to A/B test different Play Store listing
Did you know?
elements in order to optimize the listing, and improve the conversion rate – views to
installs. Google provides exact statistics on the test results. Improving your first two
screenshots can increase
conversion rates by 25%.

Switching app screenshots can

increase install rates by more
than 35%.

People only read the first line of

your description. Make it count.

An app video can increase install

rates by more than 23%
(especially on Google Play).
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Experiment with different ideas

Happy Labs used the Store Listing Experiments feature in the Google Play Developer Console to test three new variations
of their new game icon.

The results showed that the new icon, Sweet Bubbles without a frame, outperformed the initial Mojo icon and two other
variants, with a 38.6% increase in installs:
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Screenshot Types
Feature-Oriented Feeling-Oriented Art-Oriented Hybrid
Direct screenshots from within your Images focus on real-world This is most effective with game Combination between two or more
app. Set within a phone background elements, like outdoor settings and apps – images are artistic of these strategies -- a phone
or just a plain screengrab people, to emphasize the coolness illustrations and not necessarily screenshot set over a real-life or
or “human-ness” of the app screenshots of the app artistic background
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Thank you guys!