Google User Acquisition solutions for games

What the talk is about

Anastasiia Bortnyk from Google explains how to promote mobile games with Google's advertising solutions. She opens with market data: 2020 saw record growth, a slight dip is expected in 2021, and mobile games bring in more than half of global revenue. She advises choosing a campaign type by business goal rather than by lifecycle stage: install campaigns for fast volume and store ranking, action campaigns for user quality, and ROAS campaigns for profitability. Firebase, an attribution partner and proper metrics are the required foundation. She also gives practical rules on picking the target event, bids, budgets, giving campaigns time to learn, and working with creatives and ad groups. Useful for marketers and UA managers at mobile studios.