aso barcamp talk 3: how is the arrival of ppc in google play going to shake things up?
TRANSCRIPT
@ASOBarcamp #ASOBarcamp
“And on the 7th Day, God Created ASO”
12th March 2015The College Arms, London
How is the arrival
of PPC in Google
Play going to
shake things up?
Huw Aveston – Managing
Partner, Traffic Optimiser
1. GOOGLE’S ROAD TO PAID APP
STORE SEARCH
GOOGLE DOMINATE
Google are sitting
on the top of the
pile for total
mobile ad
revenue
INSTALL ADS IN SEARCH RESULTS
INSTALL ADS IN SEARCH RESULTS
YOUTUBE APP INSTALL PLACEMENTS
DISPLAY APP INSTALL ADS
BUT STILL UNDER PRESSURE
GOOGLE DOMINATE (ish)
Losing market
share
RANDOM BLUE LINE
MOBILE ADWORDS CAMPAIGNS LESS PROFITABLE
Desktop: Average
CTR for ad in first
position: 7.11%
Mobile: Average
CTR for ad in first
position: 3.12%
The shift from
desktop to
smartphones has
posed financial
challenges for Google
MOBILE WEB IS LOSING OUT TO APPS
SAFARI IS GOING
V.S
?
EXISTING APP ADVERTISING OPPORTUNITIES VIA GOOGLE
2. HOW PAID SEARCH IN
GOOGLE PLAY WILL WORK
HOW IT WORKS
• Ad appears above
organic search results
• Yellow “Ad” label next
to sponsored result
• Likely to work like
AdWords – daily
budget, bids on
queries, etc.
PILOT PHASE
Restricted to
mobile
Small group of
current search
advertisers
Rollout to tablet and
web versions in later
phase
Mass rollout
depending on
feedback in next
months
PILOT PHASE TIMINGS
Q1 - BETA Q2 - APLHA
Other direct verticals
Specialist agencies
Large travel advertisers
3. STRATEGIC IMPLICATIONS
VISIBILITY
• Opportunity to appear on top of
search results
• Ads visually consistent with
organic search results
• Opportunity for zombie apps to
resurface for key audiences
Opportunities
VISIBILITY
• How competitive will it be? Will
small developers be able to
compete with big brands?
• How will CPIs stack up?
• How will CTRs compare to those
in traditional sponsored search?
• Will downloads generated from
ads impact organic rankings?
Questions
NEW METRICS – THE HOLY GRAIL OF ASO
Keyword
search
volume
stats
Could be
applied to both
Google Play
and Apple App
Store
NEW METRICS – OTHER POSSIBILITIES
Suggested bids
Competition
Long tail keyword
search volumes
Conversion rates
TRACKING – STRATEGIC IMPACT
• Chance to track first position conversion rates
• Direct ROI data
• New dynamics of app store optimisation and
competitor analysis
• Useless from ASO point of view if search
algorithm isn’t fixed
IMPACT ON GOOGLE PLAY ALGORITHM
Back in 1999…
IMPACT ON GOOGLE PLAY ALGORITHM
A move towards a less
curated and a more
search-driven platform
is inevitable
POSSIBLE SEARCH IMPROVEMENTS
• Results personalised based on
apps installed
• Contextual search (London apps
when in London)
• Deep category filters
4. Short plug for TO
“Specialist agency
focused on
multilingual earned
and owned media
services on desktop
and mobile”
WHO ARE WE?
Translation
Agency
WHO ARE WE?
Digital
Marketing
Agency
IN HOUSE LANGUAGE COVERAGE
18+
NETWORK LANGUAGE COVERAGE
1000+
@ASOBarcamp #ASOBarcamp
“And on the 7th Day, God Created ASO”
12th March 2015The College Arms, London