Users acquisition is one of the biggest challenges. Learn what are the best methods to do it.

1. +Ido Green
@greenido
How to get
more users?

2. Access to lots of users

3. Google Confidential and Proprietary
Where?

4. App discovery is broadening
75%
of users do some research
or comparison before
downloading an app
27% use search
to find apps
1BN viewers on
YouTube
900M unique
devices/month
on mobile apps
network
Millions of
Google Play
users
Google/Parks Associates, 2014 and Google/IPSOS, Consumer Mobile Apps Study, 2014

5. Google Search: reach users at the moment of intent
Smart targeting
automatically shows ads only
on compatible devices
App-specific keywords driven
from Google Play data to
enhance performance
Enable deep linking to drive
existing users back into your
app

6. App installs on YouTube

7. Drive app installs across the mobile web in one click
App install ad extended
onto mobile web
New
28%
increase install
volume at the same
or better CPI
App Mobile Web

8. Search ads on the Google Play Store
New

9. Google Confidential and Proprietary
How
To Use data to reach the right users?

10. Actionable Data - Reach the right users
Ads to people who don’t
have your app
Ads to people who
like your type of app
Ads to people who have
spent time in apps

11. Acquire users predicted to be IAP spenders (beta)
New
App
Install Ad
Buyer
ARPU helps you
understand how
much to spend on
acquiring users
Optimizes conversions for
users predicted to buy in-
app purchases
Set a target CPI then
AdWords manages bids
and targeting
A ‘spender’ is someone
who makes a purchase
within 4 weeks of app
download
Prediction model is unique
to your app!
Buyer
Buyer
Buyer

12. ARPU Reports
New
ARPU helps you
understand how
much to spend on
acquiring users

13. Lifetime Value Reporting
Analyze the long-
term value of
your users

14. GREE found AdWords success with paid-user targeting
CASE STUDY
Compared to GREE's
internal benchmark data,
IAP targeting performed at
5X
● 150% increase in app download rate
● 52% decrease in cost-per-download
● 49% improvement in CTR

15. Thank you!
+Ido Green
@greenido