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Dennis Makowsky, InnoGames

wnconf
March 22, 2019

Dennis Makowsky, InnoGames

Google UAC - Challenge or Opportunity?

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

wnconf

March 22, 2019
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  1. UAC – CHALLENGE OR OPPORTUNITY?
    White Nights Berlin 2019
    Dennis Makowsky
    Senior Online Marketing Manager

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

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

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  5. GOOGLE APP INSTALL CAMPAIGNS
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    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

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  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

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  7. TESTING UAC FROM MAY ON
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    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

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  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)

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  9. MIGRATION TO UAC
    Before UAC First UAC tests Migration
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    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

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  11. RELAUNCH
    Before UAC First tests & Migration
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    Search Display Youtube Total ROA in % minimum ROA goal
    Re-Launch Scaling

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

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

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

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  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

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  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

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  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

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

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  19. View Slide