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
2. GOOGLE MOBILE INSTALLS & REVENUE YOY k 200k 400k 600k 800k 1000k 1200k 1400k 2017 2018 Installs Revenue
4. Mobile Web Google Playstore Mobile Web InApp (AdMob) Trueview, Pre-/Mid-Roll GOOGLE APP INSTALL CAMPAIGNS SEARCH DISPLAY NETWORK YOUTUBE
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
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
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
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)
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
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
12. OUR LEARNINGS OPTIMISATION TOWARDS PURCHASE (30DAYS) SINGLE GEO-TARGETING & TCPA = 2X ECPA-BIDS DISPLAY NETWORK IS THE BEST TRAFFIC SOURCE 03 02 01
13. 0k 200k 400k 600k 800k 1000k Search Display Youtube Installs Total ROA in % minimum ROA goal UAC INSTALLS 2018 ON NETWORK-LEVEL
14. UAC INSTALLS 2018 ON NETWORK-LEVEL 16% 78% 6% Search Display Youtube 30% 70% Browse In-App
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
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
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
18. GOOGLE MOBILE INSTALLS & REVENUE YOY k 200k 400k 600k 800k 1000k 1200k 1400k 2017 2018 Installs Revenue