Google Ads for Gamening: how to attract more of the best users

What the talk is about

Anastasiia Bortnyk, who works in Google's Kyiv office on a team buying traffic in gaming, explains how to promote mobile games with Google Ads. She opens with industry trends: a forecast of about $200 billion by 2022, half of it from mobile games. She then shows that the campaign type depends on the game's life stage: registration, install, or action. She explains why campaigns are largely automated and why the system needs a clear target event and as much data as possible, ideally passed through Firebase. She also advises on creatives: varied video formats and lengths, texts and images, with the first five seconds needing to hook the viewer. Finally she covers budgets and bids: don't draw conclusions too early, let the campaign learn, and change bids gradually. Useful for UA managers and mobile game marketers.