Maksavit is a major pharmacy retailer with an extensive online catalog and over 1000 stores in 138 cities across Russia. On the site and mobile app, users can see prices and availability of products in any location, and place an order to reserve what they need at the nearest convenient pharmacy.
The E-Promo agency helps Maksavit with promotion. In their new advertising campaign, the focus was on attracting users to the mobile app to increase the number of orders and revenue.
In August 2023, they launched Mobile App Advertising in Yandex Direct with impressions in Yandex Search
In the beginning, the advertising campaign was optimized to attract users to the app with a focus on installs. When the number of installs increased, they optimized the campaign for conversion target actions: registration, adding items to cart, and purchases.
High-frequency keywords, branded keywords, and all auto-targeting categories were used as targets.
The ads emphasized the retailer’s advantages:
- A pharmacy in your pocket: Succinctly showed users that the app is convenient to use. They created a visualization where users could easily order medicine and ask pharmacists questions directly on their phone.
- Fast search and order: Demonstrated how easy it is to find the right products and place orders. Scenarios were used where app users could find and order pharmaceutical products in a matter of minutes.
- Exclusive offers: Focused on special promotions and discounts available only in the app. Bright colors and dynamic images helped draw attention to these offers.
Hypotheses were tested and placements were optimized and scaled:
- Ineffective keywords were removed
- Ad budgets were regulated
- High-frequency keywords and branded keywords were used
- All autotargeting categories were used
The average number of installs per month increased by 6x in 2023 compared to 2022
When it comes to promotion, it’s important for us to be on people’s smartphone screens. If a person has already installed the app, they’re more likely to remember us when shopping for medicine and use our app.
One of our main goals is to increase the number of target installs that lead to growth in the volume of orders and revenue. Mobile app advertising and optimization help increase the loyal user base and revenue without exceeding the CRR of the advertising channel.