Grow With Google - LWG in Dublin February 2014

How mobile app developers can 'Grow With Google'

Transcript

1. GROW WITH GOOGLE
   Ade Oshineye
   From the Learn With Google event held for Admob and App Developers in Dublin on 6th February 2014
   

   View Slide

2. I’m not here to advocate to you but to listen and advocate for you.
   

   View Slide

3. THE GOOGLE PLATFORM
   I’m here to talk primarily about Google+ but also about what the way we’re starting to create a more unified Google platform.
   

   View Slide

4. We see Google+ as the social spine but what that really means is that you can depend on Google users having Google+ accounts and access to all of the Google+ platform
   features.
   

   View Slide

5. PLATFORMS AND KEY METRICS
   What is a platform? Something you build upon which grows when you grow and which helps you grow.
   

   View Slide

6. What are your key metrics? What are the things that tell you your business or your product is growing?
   

   View Slide

7. 1 Reach
   2 User acquisition and conversion
   3 User engagement and retention
   4 Re-engagement
   

   View Slide

8. REACH
   

   View Slide

9. It all starts with search.
   Are you easy to find?
   

   View Slide

10. Make sure you rank for your name.
    Make sure you have a Google+ Page
    Build a following on Google+ who want to hear from you.
    

    View Slide

11. And of course you can buy reach.
    Later other people will tell you more about that.
    

    View Slide

12. USER ACQUISITION & CONVERSION
    

    View Slide

13. WHAT DOES IT MEAN TO CONVERT
    OR ACQUIRE A USER?
    It can be as simple as making it easy for them to sign-in. Some startups lose 80% of their users in the sign-up flow.
    Google+ sign-in can help here.
    

    View Slide

14. INCREASED UPGRADE RATE
    If you’re a freemium business like Deezer then you acquire free users and convert them to premium users.
    You’re interested in getting users in the door, giving them the best possible experience and turning them into paying customers. Part of that involves getting them to install your
    apps.
    

    View Slide

15. 33% ACCEPTED OTA INSTALL
    33% of the users who signed-in on the web accepted the OTA install. We’ve seen this vary from 25% to 60% depending on the quality of your app, the percentage of users who
    have already installed it and the way you promote your app.
    

    View Slide

16. 14% HIGHER AVERAGE ORDER VALUE
    GOOGLE WALLET: COMING SOON
    If you’re a retail business like Fancy.com you’re interested in making it as easy as possible for people to buy from you.
    You’re interested in the ways that Wallet and related technologies can help your business.
    

    View Slide

17. USER ENGAGEMENT & RETENTION
    

    View Slide

18. WORLD’S MOST POPULAR MUSIC
    SERVICE?
    Youtube is the world’s most popular music service.
    

    View Slide

19. INCREMENTAL AUTH
    Incremental auth means that other services can let the user sign-in and then ask for access to Youtube for inferring interests without harming the sign-in rate.
    

    View Slide

20. Google+ Sign-in and incremental auth means that you can pull in any Google API. This includes Calendar, Drive, Docs, Spreadsheets, Presentations, PicasaWeb and Games
    

    View Slide

21. Games are a huge business and we spent a lot of time thinking about how we could help developers and users to improve the experience on web, iOS and Android.
    

    View Slide

22. The result was Google Play Games services.
    

    View Slide

23. WHAT IS GOOGLE PLAY SERVICES?
    Library that’s in all 1.1 billion Froyo and above Android devices.
    

    View Slide

24. Google Play Games is bigger. That’s because it’s cross-platform.
    

    View Slide

25. TOOLS FOR ENGAGEMENT
    & RETENTION
    These tools (sign-in, high-score tables, achievements and sharing of your results) help games developers acquire, engage and retain players.
    

    View Slide

26. RE-ENGAGEMENT
    

    View Slide

27. DO YOU SEND RE-ENAGEMENT EMAILS?
    Do you send these emails? Do they work?
    How do you feel when you get them from other services?
    

    View Slide

28. Re-engagement works better if it’s driven by other users.
    Interactive posts help turn simple sharing into an opportunity to drive app installs and increase the density of the graph within your product. We support over 100 call to action
    labels for you to use.
    

    View Slide

29. It’s better to receive an authentic message from someone who knows you, knows your interests and cares about you than to be spammed by a machine.
    

    View Slide

30. One of the benefits of encouraging users to share the right message to the right people is that we’ll surface it in search + your world. This restarts the cycle all over again by
    increasing your reach.
    

    View Slide

31. View Slide

32. View Slide