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Ads Keynote: Drive lasting business growth
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About the talk

Mobile games continue to see accelerated and lasting growth as behaviors are reshaped by the COVID-19 pandemic. The number of players and time spent gaming continue to rise, presenting momentum for game developers to expand their business. Meanwhile, shifting user expectations and industry regulations around privacy also pose new challenges - and opportunities - to adapt and sustain profitable growth. Learn how to seize these opportunities and build sustainable games businesses with the latest innovations from Google Ads.

About speakers

David Mitby
Director, Product Management at App Ads, Google
Chris Luhur
Marketing Lead Google for Games and AdMob at Google

Chris is the global marketing lead for Google AdMob, a mobile ad network and platform, and for Google for Games, a cross-product area initiative to help game developers and advertisers understand how and why they should partner with Google. She is an experienced product and performance marketer with a passion for analytics and data-driven online marketing.

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Hi, I'm Dave admit p. And I leave product development for app campaigns in Google ads. It's great to be here virtually with you all today. Things have been a great outlet for me or the last year. I love golf in. So when the course is closed, I turn to games like golf Clash to have a lot of fun. Virtually even when I couldn't get to the course, my kids loved it, too. So they started playing golf clash. And it got us all. Really excited about Golf and became a bonding experience for when we are able to actually get back out to the courses. When things reopened and I'm not alone. We

seen a huge growth in Mobile gaming, over the last year, such growth presents, a great opportunity for developers like you to grow your business today. I along with my colleague, Chris will share with you, the latest product Innovations, in Google ads and admob designed to help you acquire valuable users and earn more Revenue. To kick things off. I'll walk through some of the latest feature development in app campaigns. It will help you find and retain high-value players. Then Chris will give you updates from admob. How are you to earn more revenue from ads in a sustainable way.

And lastly we know that many of you are looking for ways to adapt to a shifting ads, privacy landscape and will share with you some best practices for navigating these important changes. So let's die. I'm like many industries that were adversely affected by covid-19. Mobile games is actually seen a surge in popularity over the past year, a Google Play survey showed that 45% of existing mobile game players, discovered new games, to stay connected, and relieve boredom. This growing interest in new games, create an excellent opportunity for developers like

you to grow your user base. And the first step to that is to make sure your user acquisition efforts are reaching people who are interested in your game. Is it makes it easy to connect with new players. Will love your game in the moments and places where they're already spending time with a campaign. You define the business goal that matters to you. Whether that's driving the most possible installs, acquiring users who will take meaningful actions in your games or optimizing the return on your marketing investment. Then Automation in machine learning will help you find the

players who will help you meet those goals across search display, YouTube discover and over three million sites and apps and artists playing at work. App campaigns have solutions for every stage of your game. Life cycle from boosting awareness, pre-launch to maximizing installs at launch or driving continued engagement after lunch. Today. We want to show you how are improving app campaigns with new features to make it more effective to do two critical things for your games growth, which are want to promote your app, to the Right audience into to re-engage valuable players to maximize

return. Let's take a deeper. Look at the first part. Finding people who will love your game. As you know, not all users are the same among all of your potential players. How do you find the ones who are most likely to bring the most value to your game? Value comes in different forms, depending on how you monetize your game ranging from in-app purchases or eye peas, to ad Revenue to maximize revenue from add funny games. You need to get your apps into the hands of players who are

most likely to engage with your ads, however, understanding and optimizing for in-app ads engagement is not always easy. The data can be fragmented and difficult did measure making it hard to optimize user acquisition. To help you unlock more Revenue opportunities. We partnered with the admob team, the create a new solution tailored for add funded games. I'm happy to introduce a new way to optimize your target return on ad spend or t. R o s bid to focus on ADD engagement Revenue. Do you realize optimizing for ads? Revenue was a variation on app campaigns

standard. T r o s bidding standard optimizes for users who are more likely to make in-app purchases are new option to optimize tiro. Ask for ads Revenue. Instead allows you to find users who are more likely to engage with in-app ads, when you made it to, you roll a dice with a focus on ads Revenue. You dynamically pay more or less depending on how likely a player is to engage with in-app ads. This feature is now in closed beta in or is available for developers who are using are at my platform. Let's take a look at one of our beta testers

bitmango a leading puzzle, game Studio based in South Korea with t r o as focused on ads Revenue in Afghan, pains to promote its Android game. Block triangle puzzle test with two sets of campaigns. One was using traditional Target cost per action or tcpa bidding for in-app action. They were really aimed at good indicators of high adds value. The other campaign was using our new tiro ass for ads Revenue. Bitmango found that the campaign's bidding to tear offs for ads, Revenue

delivered, 44% higher return on ad spend than those bidding to the tcpa alternative. In addition. They saw a 21% increase in day, 7, retention among users acquired from campaigns bidding to t. R o s Brad's Revenue. So, not only did this new bidding strategy, bring bitmango higher-value users, but they enhance game experience from watching. In-app ads, also kept them more engaged. We just talked about how you can leverage a new bidding strategy to promote your app to impactful players, but sometimes finding

high-quality users also means excluding those who we already know would not be a good fit doing. So allows you to improve conversion rates and spend your ad dollars on the Right audience. Today, we're introducing a new feature for app campaigns on Android. That allows you to exclude re installers from your target audience. We've learned that users who had previously installed and later on install, an app can be very different from new users and terms of Ltd in and criminality. As a result installers might not be the best fit for your player. Growth goal. When you enable this feature,

you automatically suppress a pads from being served to reinstall others, which ensures your ad dollars. Are spent more efficiently, both tear us for ads, revenue and exclude reinstall features are powered by Google analytics for Firebase Google analytics for Firebase measures in apple events that can help you understand player, Behavior beyond the install, in fact gaming, advertisers who switched to using Google analytics for Firebase, conversions for bidding and app campaigns. So I median increase of 18, 1/2 % and installs, And a 27% increase

in a nap events with no significant change to cost per conversion. A Tayo. This may we are now so you can now create or modify relevant events easier than ever before. With new event, editing capabilities built directly into the Google ads interface, but no app updates required. Once you've captured the right Advance, you'll get valuable insights about the player life cycle, which you can then use to improve your ad campaigns targeting and performance. We just shared some new solutions to get you the right players in deer games, but in a crowded gaming landscape,

you might also invest and keeping your players excited and loyal to your game. In this next part, let's take a look at how app campaigns for engagement or a c e can help a c e. Helps you keep existing players connected with your games. Across all of Google's channels. You can use these campaigns to tease upcoming events, introduce new content, since a player's last session or encouraged non-payers to make the first in app purchase by its a offering a promo code. In other words. It's a crucial tool to keep your games, active and profitable. The comparative

re-engagement ads, bendy blinking blinking, let your existing players jump directly into your app and they click on an ad without having to go through the app store because of this, we have made deep-linking a requirement to survey. See you've told us that implementing deep lines can be a cumbersome process and we heard your feedback to help improve that friction. We are launching a deep link option that does not require any setup for a c e on Android. You will see an option to set to app home page. When you click on the Deep, link entry field, in your campaign Construction in her face.

If you choose this option, a c e will automatically deploy deeplink. The Durex existing players from your ad, right? To the loading screen of your game. But it's feature players can get a seamless add to app experience without requiring, any deep link setup on your part. This feature will be automatically available for lace campaigns. I am drag. We are also taking steps to simplify how you manage. Your target audience is in a c e. Within the next few months. We will roll out a predefined list of IAP player that you can access for targeting an

app campaigns for engagement on Android. This list integrates engagement ad serving with your game data from the play store or a c e campaigns. You will see an option to select all. Payers under ad targeting audiences. When you select this group, the Play Store will automatically populate a list of all paying users and you can use this list to serve a c e at. We designed this feature to make it easier to scale your campaigns without requiring manual, audience Creations for your most valuable player segment this new audience feature together

with the Deep link Free Solution. Provide you a simpler more streamlined way to achieve your re-engagement goals with a c e. Earlier, we talked about how tiro ask and help you earn the most ad revenue from your app install campaigns today. I'm excited to share that we're also making tiro ass bidding available to your AC campaigns in Android. Retiro, ask for a c e, you can specify the return on ad spend, you want from in-app actions taken by existing players, brought back to your game, through a c e at such as engaging with a live event, or paying to unlock a

new player. Tear offs for a c e is currently in beta. I've shared some new ways to help you grow your games at the latest targeting and re-engagement features for math campaigns. As focused on ads Revenue, reinstall exclusion, and t. R o s for a c e are now in closed beta. Please make sure you're using Google analytics for Firebase and please reach out to your account manager if you'd like to participate or have any more question. As for a see, he's predefined in-app, payers list, Indy playing Free Solution. They will generally be available for all in the next few

months. We can't wait to have you try them out. Now, I'll turn it over to Chris to show you how admob can help you maximize ad Revenue in a sustainable way. Thanks, David. Hi, everyone. I'm Chris with her and I leave marketing for admob and Google for game before coming to Google. I spent four years leading marketing at a mobile games company. One learning, I've had over the years is the importance of integrating your monetization strategy before launch for ads, Monday's game a well-thought-out, monetization strategy can help, you create lasting revenue from and

that's why today I'm excited to share with you how the latest product enhancements from. Admob can help you maximize the ad Revenue potential of your game. As David mentioned, the mobile games industry has seen accelerated growth over the past year. Not only our people discovering new games to play there. Also spending more time in game. In fact, 70% of existing players are playing longer sessions compared to before the pandemic. This increase in user engagement prevents an opportune moment or more revenue from your game. How can you seize the opportunity to maximize your games

Revenue potential to key ways to help you achieve this are using real-time bidding to maximize the value of each, an impression and getting a clear understanding of your player. Value, to optimize our growth strategy. Let's see how the latest improvements on admob can help you generate sustainable ads, Revenue growth, In-app real-time bidding is an important industry shift. That brings more transparency and efficiency to add monetization. It also helps you get the highest available revenue for every ad impression. Open bidding is the real-time bidding solution from Google. Admob. The

technology works by hosting. An auction were multiple demands sources compete for the same ad impressions in real-time. This ensures that the winner of an impression is always the highest paying Network for the developer. Just means you get the highest available revenue for every impression. We're excited to share that. Now, you'll have more transparency and control to decide how you want to work with real-time bitters. For example, you can now customize the policy set up for each bitter, to adjust how they spend on your inventory. We currently have over 200, demand sources, competing for

your inventory. And we're continuing to add more buyers to the platform to increase competition and help you earn even more. With expansion. We're also excited to announce that opening is now generally available to all app developers. We believe the technology is going to fundamentally change and simplify your modulation turning. So, we're updating our product name to match starting today. Open bidding will be known simply as fitting. Now, let's take a look at how world-leading mobile games to do has up level, the monetization strategy with Benning. Headquartered in Singapore. IGG

has over a billion users globally with popular titles, including Lord's Mobile in Castle Clash. The team started monetizing their game with IP only. However, as one of their quartiles castle, clash matured, they decided to explore a hybrid model, but with a very cautious approach to ensure a good player experience. After an initial tests with bidding IGG, saw strong growth and decided to implement building across all of its New Castle titles. They were able to achieve a 100% increase infiltrate and saw a dark towel double working with the admin platform. Has also enabled the team to

customize the way they monetize different games on it. In order to continue growing your business, you need to have a clear understanding of how each player is contributing to your Revenue, lifetime value, or LTV measures. How much a player is worth across all revenue sources? Like at in-app, purchases and subscriptions. At last year's, Google for games developer Summit. We announced our cohort report to give you insights about player LTD. Now we're adding a campaign Dimension to the cohort report to help you understand which installs are attributed to which app campaign. Moving forward,

you can use these detailed insights to help you make data-driven decisions for your user acquisition and monetization strategy. In addition to building the team and IGG also use Coke order for it to optimize acquisition strategy during the transition from I-80. Only two hybrid monetization. They were alive on the corner of port to closely monitor LTD changes from their users, this Insight enabled them to gain a deeper understanding of user. LTV out-of-country level combined with internal Ry and Alice's. The IG team was able to identify new growth opportunities and increase app

campaign. Spend our markets with higher Roi. The result, the team spent 50% more on the top market and double their user base. While we seen some positive Trends from booming game usage over the past year. We've also seen some new challenges from tightening regulations and Industry changes around privacy. To help you navigate the changing landscape and mitigate impact. You need to stay informed about relevant regulations and know what to do to say compliance. So we're introducing new improvements to the privacy and messaging time in admob to streamline, the regulatory

control and messaging Journey for you. The enhanced experience can help you quickly understand regulations that may impact our business. It will also help you discover and configure the tools, Google offers to help your compliance strategy. For example, with a new interface, you'll be able to better understand the impact from gdpr and see CPA with educational you like cards or find the EU user consent. NC CPA settings to easily can figure out serving for users in these regions. Additionally, you now also have the option to create and deploy gdpr messages directly from the admob do. I

Another challenge is how to adapt to the ATT updates on Iowa to mitigate the impact, on your business. For your monetization strategy. There are few ways to help you get prepared, first. Keep your GM asdk up-to-date to get the latest updates. And compatibility next to help you get higher opt-in rates from ATT, Lisa. Just testing and explain her message that will appear just before the ATT prompt. You can find links to set up these messages on the privacy. And messaging. That we talked about earlier. You may also want to consider admitting to get the highest revenue for both segments of

traffic with or without idfa while avoiding the overhead and managing idfa based mediation. Lastly, if you were using adma mediation, make sure you're using Google, optimize easy p.m. Floors and idfa, based mediation group. If you're running IOS app campaigns to acquire users. We strongly suggest you take the following two steps to your user acquisition strategy first. Make sure you implement apples as K. Add Network API, we recommend that you do this by upgrading to the latest version of Google analytics Firebase doing so automatically. Register your apps

for Apple's, SK ad Network attribution, and help you measure. First, open conversion for users who consented to a t t. Second with adjust, you consolidate to no more than eight app install campaigns for each of your IOS, app to minimize att's impact on your campaign performance. You can do this by moving. Your created to the ad group level to save room. Today, we shared new ways to help you par high-value players and maximize sustainable as Revenue. David showed. You have a latest ad campaigns can help you find volleyball players and keep them engaged. And I just shared her

admob can help you maximize the stain Revenue growth and understand LTD more. Clearly. Laclede LP navigate. All the changes around privacy. We shared solutions to help you. Stay informed about relevant regulations and adopt this practice has to have a smoother transition with a t, t updates from iOS. We hope these updates can help you drive lasting. Grow through your games business. Thank you so much for joining us today. Enjoy the rest of the Google for games developer Summit.

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