Lenta Online wanted to expand its iOS app’s audience using Yandex Direct
Advertising is one of the key channels for engaging with users, in addition to the internal mechanisms in the app’s database. One of Lenta Online’s main objectives was to attract new clients.
Artics Agency, a partner, manages the promotion of Lenta Online. The client needed to increase the proportion of the audience that places orders through the app. App Campaigns in Yandex Direct emerged as a key growth driver.
After the introduction of a new CPI optimization model for iOS in Yandex Direct, Artics increased Yandex’s share in Lenta Online’s overall list of advertising sources. This decision was made because, relative to other channels on the iOS platform, Yandex Direct was contributing only one-fifth of the total traffic to the app.
Lenta Online used the «Campaign for iOS 14.5 and higher» in Yandex App Campaigns, with the CPI auto-strategy
Mobile App Advertising was set up to target branded key queries («Lenta grocery delivery») and promo queries («Lenta promo code») with a wide range spanning all cities where Lenta Online delivery is available.
The ads focused on the audience’s basic needs, service benefits, and discount promo codes.
The customer acquisition cost (CAC) in the third month decreased by 23% compared to when the new optimization model was first implemented.
Testing different optimization types available for App Campaigns in Yandex Direct made it possible to scale placement and reach new heights in achieving KPIs.
Transitioning to a new installation optimization model in iOS helped us increase the number of installations and first orders in the app.
