Growing with Google AC: The power of Automation, Modelling and Value Optimization
Valentin Rudnitsky
Google, Gaming Consultant, Google Ads
- When:
- 14.07.2022, 18:00–18:30
- Hall:
- Yellow Sea Hall (mix)
Future is now. Similar to how the cars’ steering wheels give their way to autopilots, human-led performance marketing turns into a set of fully automated, ML-powered solutions. In the world of smart algorithms, it is crucial to know how that “black box” really works, and how to make it more efficient. In this session, we will talk about how Google App Campaigns pave a way to success through automation, as well as about how to respond to measurement challenges in a toughening privacy environment.
What the talk is about
Valentin Rudnitsky explains why Google App Campaigns rely on full automation and how a UA team should adapt its way of working. First, manual targeting limits the audience and leads to declining scale, while a learning system delivers stable traffic for months, so instead of micromanagement and A/B tests teams should focus on the right goal and incrementality. Second, if the goal is profit, choose tROAS rather than CPI or CPA, and don't run them in parallel, because the campaigns overlap in audience and interfere with each other. For long-term player behavior he suggests sending projected LTV and ad revenue. Third, with privacy limits on iOS and coming changes on Android, conversion modeling and first-party data matter more, including on-device measurement via Firebase. He closes with the product roadmap and Q&A. Useful for UA managers and marketers at mobile studios.