After you've developed, tested, and launched a great app,
your next biggest challenge is to grow a valuable audience
of interested users.
Hi, I'm Frederic from the Google Play Team.
With new tools in the Google Play Developer Console,
we're making it easier to understand
the performance of user acquisition channels,
and we are making it possible to acquire new users across Google
networks.
Imagine you've developed a racing game called RPM.
Your beta testers loved it.
And so you launched publicly on Google Play.
Once users started downloading your app,
you start asking yourself important questions.
Where are the users coming from?
How did they hear about the game?
What prompted them to install it?
And which of these users are most likely to make
an in-app purchase?
You can now find answers to these questions
in the user acquisition performance
report in the Google Play Developer Console.
For new user acquisition performance reports
summarizes how users discover your app and spend money.
You can find out how many users visited your store listing
page, installed the app, and eventually made
one or more purchases.
Looking at this information on your user funnel,
you can choose areas to optimize or plan
store listing experiments to explore different options.
For getting Discovery Channels, we
show traffic coming from the Play Store and outside
of it, such as users finding your app via Google Search.
And if your marketing gurus are using UTM tags on their links,
the performance report also tracks those
and will tell you exactly how each of your channels
are doing.
Now that you know where users are coming from,
you want to start acquiring new users, which
is critical to your success.
There are many ways to acquire new users.
One common way is to pay for app install ads.
That's where the new universal app campaigns come in.
They are the easiest way to promote your Android
app to interested users across Google Play, Google
Search, YouTube, and the Google Display Network.
You can do this directly from the Developer Console.
It takes just a few clicks to get a campaign up
and running within your budget.
Let's see how it works in practice.
When you open the Developer Console, navigate to your game
and select the User Acquisition tab.
From there, choose to create a new campaign.
The ad creation form is already pre-filled
using the existing place to listing assets,
like your app icon, short description, and promo video.
If you want, you can tweak with promotional messaging a bit.
All that's left is choosing a maximum budget
and how much you're willing to pay for an install.
If you're publishing your game globally,
you know that each market monetizes differently.
Cost per install might be different between the United
States and Spain, for instance.
We recommend that you explore what cost per install
makes sense in each country you're
targeting on Google Play.
And also think about how much you earn from the typical user
in each country.
It's important to experiment with your cost per install
to see how it affects the number of conversions
that your campaign generates.
After completing the form, that's it.
The first app promotion campaign for RPM is ready to go.
Google Play will run a fully automated campaign
across Google networks.
This includes Google.com web search, AdMob on Google Display
Network banners and mobile apps, video placements in YouTube,
and even search ads in the Play Store itself.
We do the hard work to figure out
which ad placement works best for your app
and which users to target.
Zero optimization work for you.
It's why we call these universal app campaigns.
It's the fastest way to start advertising
your app with Google.
With the performance report you can understand and optimize
your acquisition channels, whether organic or paid.
And with universal app campaigns you'll
be able to find users interested in your app in no time.
Next you should check out our video
in Store Listing Experiments.
You will learn how to run AB test on your Play Store listing
and increase your installs.
This could multiply the effect of all your user
acquisition efforts.
Thanks for watching.
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