This document discusses using app campaigns for engagement to re-engage users of mobile apps. It provides examples of three companies, Garanti, Gmei, and IM30, that successfully used app campaigns to re-engage users and saw significant increases in key metrics like logins, active users, and in-app purchases. The document also provides tips for marketers setting up app campaigns, such as choosing high-conversion events to target, setting adequate campaign budgets, providing different creative assets, and using supported audience lists and themes.

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3. Do re-engaged users outperform new users?
Re-engaged
The Challenge
Do re-engaged users outperform new users?
Re-engaged

4. Emails
Push Notifications
Ads

5. GDC Announcements
PRE-LAUNCH LAUNCH POST-LAUNCH
Pre-registration ads
Create demand for your app
before it’s released
Rewarded ads in Play
Earn from your app easily
Max conversion Bidding
Maximize your player base
automatically
App Campaigns for re-engagement
Help players rediscover your app
Smart registration
Monetize the players who aren’t
spending in your app

6. App campaigns for engagement use Google’s unique machine learning
technology to help you engage and retain app users across Google

7. Re-engage users to help achieve various business goals
Do you have users who downloaded your app but haven’t yet opened it?
Remind them why they installed your app/game in the first place
Do you have users who have lapsed?
Share new features and content to give them a fresh reason to come back
Do you have users who could use a little nudge to complete a valuable action?
Help them return to make a purchase, or complete that valuable in-app event
1. DRIVE FIRST
OPENS
2. ACTIVATE
LAPSED USERS
3. CLOSE DEALS

8. Garanti retains more loyal
app users
Business Objectives
Implementation Strategy
Winning Metrics
• Maximize in-app engagement & transactions
• Re-engage with customers who have not logged into app
within 90 days with customized creatives
• 60% decrease in cost per login
• 16x increase in login volume
• 5.3K increase in Monthly Active Users

9. We decreased our cost per login by 60% thanks to App campaigns for
engagement. We’ve already started using it for other in-app activities
beyond login, and we are planning to expand it to other banking products.
“
“
Bora Uludüz, Senior Vice President, Digital Banking,
Garanti Bank

10. Gmei wins back lapsed
users
Business Objectives
Implementation Strategy
Winning Metrics
• Re-engage churned users to maintain active user base
• Drive in-app purchases and MAU
• Re-engage 7 day churned users
• Optimized towards logins, targeting the same in-app events as
other channels
• Drove more IAP with 5x-6x ROI compared to other ad channels
• Won back churned users at the same scale with other ad
channels

11. Winning back lapsed users is critical to the game life cycle and overall
revenue. App campaigns for engagement effectively and stably helped us
win lapsed users back with lower CPA, and thus drive higher ROI.
“
“
Laura Lo, Marketing Manager,
Gmei game

12. IM30 hits a higher profitability
Business Objectives
Implementation Strategy
Winning Metrics
• Maximize in-app purchases for Last Empire - War Z
• Extend the games’ lifecycle by re-engaging high value users
• Re-engage inactive paid users and optimize the campaigns
towards in-app-purchases
• Implemented BP by uploading 4 videos and an APP Events-
based list
• 30% lift in ROAS
• 49% decrease in IAP cost
• 10k+ incremental in-app purchases

13. If the gamers haven't logged into the game for 30 days, this almost
means we have lost them. App campaigns for engagement helps us win
them back, and they even pay more in the game. The test has proved App
campaigns for engagement does work.
“
“
Xiaofeng Cui, Marketing Director,
Long Tech Network

14. Focus on these 3 areas to get ahead of the pack
•Choose an event that generates at
least 200 conversions per week
and per campaign
•Set a campaign budget of at
least…
•……50x your tCPA for
shallow events
•……10x your tCPA for deeper
events
Bidding/Event Audience Creatives
•Provide text, image and video
creatives to take advantage of the
unique inventory across Google
properties
•Uploading as many creatives as
possible is suggested
•Page themes enhance targeting
capabilities on Search
•Use only supported user lists
and use cases
•An audience size larger than
250K is recommended
Adjust Getting Started Guide

15. Thank you for watching!
Any questions?