BELINDA LANGNER: Hi.
I'm Belinda.
And here are some of the highlights
that we've shared at the Google for Games Developer Summit.
Another great use of Google's AI for growth
is finding more high-value users for your ad-funded games
with advanced bidding strategies like target return on ad
spend for in-app purchase or ad revenue.
Without any code needed, this bidding strategy
helps you find new players most likely to purchase or interact
with your in-app ads.
And by indicating a target return on ad
spend for your app campaign, this bid strategy
will help predict the value of the event specified,
whether it's a player's in-app action or ad revenue,
and automatically optimize your campaigns
to maximize your return.
And that means that you can focus on acquiring players who
perform the event you selected and optimize bids
depending on how likely a player is to take action on the event
you selected.
And I have some great news to share for those developers who
have already diversified revenue streams
with both in-app purchases and in-app ads.
Advertisers will soon be able to optimize their tROAS campaign
towards users who are likely to drive value for their app
with revenue generated from both users' in-app purchases
and their ad revenue.
This feature, tROAS for hybrid monetization on Android,
will be in beta in the next few months.
So make sure to reach out to your account manager
to learn more about this.
While new user acquisition is often the first thing
to consider after a successful game launch,
oftentimes, it is not sufficient to rely only on new users,
as most players will switch from one game to another.
So to help you re-engage players like those who have recently
churned, or uninstalled your game,
we've made a series of improvements
across campaign setup and audiences for app campaigns
for engagement, also known as ACE.
Let's dive into the campaign setup improvements.
While we're making it easier to set up
app campaigns for engagement by automating campaign setup based
on your re-engagement goals, for example, given
the goal of reengaging lapsed users
automated app campaign for engagement setup
can help to suggest audiences, image, and video assets,
as well as a conversion event for bidding.
In addition, deep linking, otherwise known
as a destination URL that takes people
from an ad to a specific page in app,
will also be automatically suggested.
Automated ACE setup is currently in beta
and will be generally available in the next few months.
For advertisers who prefer to have
more control over their ACE setup,
we're introducing new suggested audiences
from Google Analytics for Firebase in the setup flow.
When you implement Google Analytics for Firebase,
you'll now get access to suggested audiences
such as lapsed players and purchasers and users
who may not have recently engaged with your game's push
notifications.
These suggested audiences will pair directly
within the Audience Builder in Google Ads,
making ACE setup easy.
This feature will start to roll out
in beta in the next few months.
Last, but certainly not least in this series of updates
to help keep your players engaged,
we're excited to share that we're expanding your audience
reach in app campaign for engagement
to help you bring back players who might have uninstalled
your game.
Advertisers who have opted into this audience update in ACE
will now see their ads serve not only to existing users
but also to any user who might have
had the app installed from the Play Store in the past.
And this is especially helpful for developers
who have a large uninstalled user base,
or who might be planning for major live game updates.
Reaching uninstalled users will be available in beta soon.
SIDDHI TADAPATRIKAR: To make it even easier and more efficient
for you to manage your mediation setup,
we are introducing a revamped buyer management
UI and a streamlined ad unit mapping workflow.
You can now set up and manage buyers
in one centralized location with these buyers appearing
seamlessly in mediation groups and in default reporting.
At the same time, you can bulk create ad unit mappings
in the same location and then use them
across mediation groups.
These enhancements deliver substantial time and cost
savings for your mediation management operations.
The new AdMob bid landscape report
provides you with detailed bid-level metrics
to help you identify which ad sources are more likely to bid
for your highest price inventory and find CPM gaps that
can be filled with other ad sources
to maximize your revenue.
Additionally, the tool allows you
to compare the bid landscape between the two
arms of a mediation EB test to determine if a mediation setup
is yielding better results.
Soon, AdMob's cross-promotion solution
will be available in limited access for select publishers.
With this campaign update, which includes major improvements
across performance and reporting,
you can cross-promote your games to players,
moving them across your larger family of games
and maximizing the return on your user acquisition spend.
This will help to increase user retention and overall lifetime
value.
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