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SPEAKER: Hello, my name is [INAUDIBLE]
and I work as an app growth manager at Google.
During LATAM Apps Week, you learned the importance
of monetization and sustainable growth.
Today I'm here to share five things
you need to know to game up your paid user acquisition
strategies in 2022.
KPI means Key Performance Indicator.
This may sound basic, but a good user acquisition strategy
starts with a clear understanding of the objectives
you want to achieve.
The first step is to understand your broader goal.
You want to be the number one app in any specific city,
or to make users interact more within a specific function?
By understanding that, you can clarify
the performance indicators that will help you to get there.
We strongly recommend that you think beyond installs,
as an install won't always mean a new, engaged user.
A good KPI definition reflects valuable interactions
in your app, such as signing up, starting a free trial,
or making a purchase.
Once your goals are defined, make sure
that the flow of your app will offer nothing
less than an amazing experience for your customer.
Instead of asking for personal data right in the first screen,
why don't you offer an overview of the app functions
and some sort of experimentation?
Make sure to give the user quick and simplified access
to the main functions of your app.
Animation, progress bar, and guided tutorials
are always welcome.
Now that you understand your objectives
and have created a great onboarding experience,
how can you bring more users to your app?
If you're ready for a paid media campaign, on Google Ads
we have the App Campaign.
It has access to multiple Google inventories
and uses machine learning to optimize itself
for the goal you set.
To make the most out of it, make sure to understand
the KPIs you want to drive, how much they value,
have a measurement platform set up, and add the right creative.
You already learned how to define a good KPI, right?
So let's talk about creative and measurement.
Text, image, video.
Creative assets are the main opportunity
to, in only a few seconds, show a potential user why your app
will make their life easier.
For text assets, there are four steps.
Quick introduction, grabbing user attention,
presenting your benefits, and of course, a good call to action.
For image, we recommend simple designs
that are easy to understand and have
only the necessary information.
Avoid image ads with long and heavy text.
Using image of the app itself and the product or service you
are offering is always helpful.
For videos, we recommend the use of
every single possible format--
landscape, portrait, and square.
Try to keep the length between 15 and 30 seconds long.
And make sure to build a narrative that
captures attention in the first two seconds.
To finish, we need to talk about measurement.
As we said before, a download doesn't necessarily
mean an engaged user.
A good user strategy will only be considered good
if you are able to see its results.
Measurement will help you understand
what happened after the user installed your app.
One of my favorite measurement tools is Firebase Analytics.
Firebase Analytics is a free tool from Google
that not only gives you visibility
into user behavior inside your app,
but also gives you access to other features.
For instance, on Firebase, you can
send automatic notifications to your users
inside and outside the app.
Make sure you are not only measuring, but also using
the data to keep improving your user experience.
Keep these five things in mind when assembling your strategy
for 2022, and thanks for joining us at LATAM Apps Week.
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