Dennis Makowsky, InnoGames

Google UAC - Challenge or Opportunity?

(White Nights Conference Berlin 2019)
The official conference website — http://wnconf.com

Transcript

1. UAC – CHALLENGE OR OPPORTUNITY?
   White Nights Berlin 2019
   Dennis Makowsky
   Senior Online Marketing Manager
   

   View Slide

2. GOOGLE MOBILE INSTALLS & REVENUE YOY
   k
   200k
   400k
   600k
   800k
   1000k
   1200k
   1400k
   2017 2018
   Installs Revenue
   

   View Slide

3. View Slide

4. Mobile Web Google Playstore Mobile Web InApp (AdMob) Trueview, Pre-/Mid-Roll
   GOOGLE APP INSTALL CAMPAIGNS
   SEARCH DISPLAY NETWORK YOUTUBE
   

   View Slide

5. GOOGLE APP INSTALL CAMPAIGNS
   0k
   5k
   10k
   15k
   20k
   25k
   30k
   35k
   40k
   45k
   50k
   2017-01 2017-02 2017-03 2017-04 2017-05 2017-06 2017-07 2017-08
   Search Display Youtube Total ROA in % minimum ROA goal
   Before UAC
   

   View Slide

6. UNIVERSAL APP CAMPAIGNS
   Advertisers have influence on:
    Optimisation goal, budget and bid
    Target geo and language
    Creative assets: text, display, video
   Advertisers can not:
    Set specific targeting
    Decide on the final creatives
    See where the ads get delivered
   

   View Slide

7. TESTING UAC FROM MAY ON
   0k
   5k
   10k
   15k
   20k
   25k
   30k
   35k
   40k
   45k
   50k
   2017-01 2017-02 2017-03 2017-04 2017-05 2017-06 2017-07 2017-08
   Search Display Youtube Total ROA in % minimum ROA goal
   Before UAC First UAC tests
   

   View Slide

8. “Starting on October 16th, all new app install campaigns created in AdWords will run on UAC.
   Existing Search, Display and YouTube app promo campaigns will stop running on November 15th”
   (Adwords blog post – 14.08.2017)
   

   View Slide

9. MIGRATION TO UAC
   Before UAC First UAC tests Migration
   0k
   20k
   40k
   60k
   80k
   100k
   120k
   2017-01 2017-02 2017-03 2017-04 2017-05 2017-06 2017-07 2017-08 2017-09 2017-10
   Search Display Youtube Total ROA in % minimum ROA goal
   

   View Slide

10. View Slide

11. RELAUNCH
    Before UAC First tests & Migration
    0k
    20k
    40k
    60k
    80k
    100k
    120k
    140k
    160k
    180k
    200k
    Search Display Youtube Total ROA in % minimum ROA goal
    Re-Launch Scaling
    

    View Slide

12. OUR LEARNINGS
    OPTIMISATION TOWARDS PURCHASE (30DAYS)
    SINGLE GEO-TARGETING & TCPA = 2X ECPA-BIDS
    DISPLAY NETWORK IS THE BEST TRAFFIC SOURCE
    03
    02
    01
    

    View Slide

13. 0k
    200k
    400k
    600k
    800k
    1000k
    Search Display Youtube
    Installs Total ROA in % minimum ROA goal
    UAC INSTALLS 2018 ON NETWORK-LEVEL
    

    View Slide

14. UAC INSTALLS 2018 ON NETWORK-LEVEL
    16%
    78%
    6%
    Search Display Youtube
    30%
    70%
    Browse In-App
    

    View Slide

15. OUR LEARNINGS
    OPTIMISATION TOWARDS PURCHASE (30DAYS)
    SINGLE GEO-TARGETING & TCPA = 2X ECPA-BIDS
    DISPLAY MOST IMPORTANT INVENTORY SOURCE
    TEXT & SQUARE VIDEO AS VOLUME DRIVERS
    04
    03
    02
    01
    

    View Slide

16. UAC INSTALLS Q3 2018 BY CREATIVE ASSET TYPE
    75%
    16%
    4%
    3% 2%
    Text
    Video Square
    HTML5
    Image Native
    Video Landscape
    Image
    Video Vertical
    

    View Slide

17. OUR LEARNINGS
    OPTIMISATION TOWARDS PURCHASE (30DAYS)
    SINGLE GEO-TARGETING & TCPA = 2X ECPA-BIDS
    DISPLAY MOST IMPORTANT INVENTORY SOURCE
    TEXT & SQUARE VIDEO AS VOLUME DRIVERS
    05
    04
    03
    02
    01
    TEXT ONLY CAMPAIGNS FOR RAMP-UP
    

    View Slide

18. GOOGLE MOBILE INSTALLS & REVENUE YOY
    k
    200k
    400k
    600k
    800k
    1000k
    1200k
    1400k
    2017 2018
    Installs Revenue
    

    View Slide

19. View Slide