How mobile app developers can 'Grow With Google'
GROW WITH GOOGLE
From the Learn With Google event held for Admob and App Developers in Dublin on 6th February 2014
I’m not here to advocate to you but to listen and advocate for you.
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.
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
PLATFORMS AND KEY METRICS
What is a platform? Something you build upon which grows when you grow and which helps you grow.
What are your key metrics? What are the things that tell you your business or your product is growing?
2 User acquisition and conversion
3 User engagement and retention
It all starts with search.
Are you easy to ﬁnd?
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.
And of course you can buy reach.
Later other people will tell you more about that.
USER ACQUISITION & CONVERSION
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.
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
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.
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.
USER ENGAGEMENT & RETENTION
WORLD’S MOST POPULAR MUSIC
Youtube is the world’s most popular music service.
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.
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
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.
The result was Google Play Games services.
WHAT IS GOOGLE PLAY SERVICES?
Library that’s in all 1.1 billion Froyo and above Android devices.
Google Play Games is bigger. That’s because it’s cross-platform.
TOOLS FOR ENGAGEMENT
These tools (sign-in, high-score tables, achievements and sharing of your results) help games developers acquire, engage and retain players.
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?
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.
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.
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.