Client
Banki.ru is Russia’s largest financial marketplace according to a study conducted by Tiburon and Anketolog in August 2022.
Their platform helps clients compare financial products, offering quick and reliable information about the market. It serves as a hub where users can discuss matters related to banks as well as insurance, micro-finance, and investment companies.
Their target audience is people aged 25 to 45 who are used to digital experiences and value top-notch service. Comparing all available offers is crucial to their decision-making process.
Period
Task
Banki.ru launched their mobile app in 2021 in order to build a substantial database of users looking to manage their finances and select financial and insurance products. Facing challenges after the departure of key advertising networks from Russia, the business turned an eye toward innovative ways to sustain growth and product awareness.
Solution
Banki.ru landed on a new channel to promote their app effectively: Yandex App Campaigns. They optimized conversions with a focus on app installations, experimenting with various ad texts, creative content, and bidding strategies.
Their user base started expanding rapidly. After evaluating a number of strategies, they opted for conversion optimization with payment for installations. They specifically focused on app installations given how easy that made it for them to track outcomes.
All that hard work resulted in new installations. However, the challenge persisted — traffic volumes still weren’t enough to compensate for the lost ad sources.
A significant portion of Banki.ru’s audience uses Xiaomi devices. Marketing specialists at the marketplace speculated that leading potential users to GetApps would boost conversions.
Data from MTS* revealed that Xiaomi led phone sales in Russia for Q2 2022. In 2019, five million people in Russia purchased Xiaomi phones, a number that more than doubled in 2021.
In June 2022, Banki.ru uploaded their app to GetApps and activated redirects in the Yandex Direct interface. There was a noticeable increase in installations within a week.
When an advertiser uploads an app to GetApps, conversions to installations double:
— The user journey is simplified, with users just a tap away from app installation.
— Campaigns gather more data, enabling quicker and more effective training.
No code modifications are needed to add apps to GetApps since the process aligns with Google Play requirements. All you need to do is initiate integration in Yandex Direct. If you need step-by-step instructions, you can find them here.