adwords academy 移动应用装机量全球市场黄金季秘籍大公开
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移动应用装机量全球市场黄金秘籍大公开
2015.12Google AppDev Team谷歌大中华区移动应用营销事业部
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在美国,社交网络占据每位用户在 iOS 设备上的大部分时间,娱乐和音乐在会话时长方面明显超 过其他类别。游戏类别在两大指标中均排名前 5。值得注意的是,这些排名取决于应用商店类别 的性质。需要深度参与的类别,例如社交网络和游戏,在用户访问时长中的排名通常靠前。财务 和天气等事务性类别的会话时长相对更短,排名相对靠后。建议:咨询Google客户经理有关展示位置定位和帐户架构设定窍门。
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在日本,玩家为游戏内商品付费的意愿最低。63%的用户表示他们从未曾付费来解锁游戏功能或推进游戏进度。不过,对于那些每月都会在游戏内进行购买的玩家,他们指出的金额会高于其他市场的玩家。30天游戏内购:~24美元(*平板~40美元)美国:~10美元,中国:~8美元建议:咨询Google客户经理申请定位付费和活跃玩家白名单
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在巴西,希望移动应用频繁更新的智能手机用户中,有40%希望应用每月更新一次,有45%希望应用每周更新一次。这些数字与中国等其他新兴市场接近。
接近三分之二的巴西智能手机用户曾碰到过本地化质量欠佳的应用,这一比例是所有受访市场中最高的。
建议:咨询Google客户经理有关应用版本更新的用户推广
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咨询渠道
➔ 大中华区移动应用事业部
❏ App名称/应用商店链接❏ 上线时间❏ 推广预算❏ 公司名称❏ 联系人姓名/联系方式
➔ 在线搜索AdWords帮助中心
➔ 微信官方帐号:谷歌营销充电宝
(Google北京/香港办公室)
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1. Universal Campaign 通用的应用广告系列-全自动在所有Google网络展示你的App广告
只需要设定:
● 文字广告● 目标下载成本● 预算
适合对AdWords App类产品不熟悉的App推广人员
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2. M-Search搜索“关键字工具”抓住“关键的他/她”帮您了解用户的移动搜索行为 再也不用想破脑壳来写关键字了!
根据Google Play& Google search
查询数据自动抓取有效关键字
M-Search 搜索网络“移动应用安装”广告
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Driving app installs for Pingerwith mobile app install ads on Google
About
Pinger is an app used for free calling and texting that started out as a popular iPod app and has also gained popularity on Android.
● Cost per install was 40% below target● Cost per active user was 36% below target
Goals
Approach
To supplement their success on Android, Pinger was seeking a user acquisition channel that could deliver active users at a specific target price
Results
“"We’re constantly testing media partners to help us acquire new active users for our app, Textfree. Google AdWords regularly delivers the engaged users we look for, at a value and volume few others can match.”
— Toby Skinner, VP Marketing, Pinger
- Even as they were testing various campaign tactics and channels, Pinger decided to test app install ads in AdWords Search
- Careful campaign design with quick iterations on on bids and keywords
AD SCREENSHOTS
Driving app installs for Hotstarwith Google search & the mobile display network
About
Star India, part of 21st Century Fox, is the largest broadcaster in India reaching an audience of over 600MM every week. They run some of the largest General Entertainment Channels such as Star Plus and Channel V
● Cost per install was 50% lower than Star’s target CPI● Fastest time to 1MM app installs from a campaign on
Google’s ad platform in India
Goals
Approach
Star India decided to launch a new Video-on-Demand service under the brand 'Hotstar.' This is a free video streaming service supported with ads. It includes episodes of their original shows as well as movie & sports content, and Star was looking to drive app installs at scale
Results
- Search app install ads set up with carefully selected keywords and campaign best practices
- AdMob Run-of-network with Conversion Optimizer
Driving app installs for CJ Mallwith the mobile Google Display Network
About
CJ O Shopping is one of the top retailers in Korea. They started with TV Home Shopping and extended their business into e-commerce with 'CJ mall' brand.
● 45% increase in volume at the desired cost per install price target● 20% more efficient than other app network campaigns
Goals
Approach
Grow the user based across South Korea efficiently reaching new users
Results
“Extending display app install campaigns to mGDN was effective in finding new users and new inventory to drive app installs at a lower CPA than before.”
— Eunyoung Jun, Marketing Manager, CJ O Shopping
To target untapped users and tap into new inventory at the desired Cost of Install, CJ Mall tested automated optimization and used in-app targeting to extend the reach of the mobile Google Display Network.
LOGO
AD SCREENSHOTS
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➔ 大中华区移动应用事业部 (Google北京/香港)
❏ App名称/应用商店链接❏ 上线时间❏ 推广预算❏ 公司名称❏ 联系人姓名/联系方式
➔ 在线搜索AdWords帮助中心
➔ 微信官方帐号:谷歌营销充电宝
咨询渠道
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Google AdWords微信账号:谷歌广告 (ID: AdWordsOfficial) 或者扫描左侧二维码立刻关注!您可以查看历史记录消息了解更多。不可错过:1. Google广告小组为您进行1对1的咨询服务2. 及时了解来自Google产品经理的产品更新和新功能发布3. 免费一站式谷歌官方培训课程/课件视频下载中心
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