Link
Case results
2.5%
Average CTR
5%
Average CR per installation
3₽
Average CPC
62₽
Average CPI
Client
LINK Messenger An app for chatting with friends and family created by the developer IGG.COM (China)
Facts & figures
10 млн Installations worldwide, 4.3 Average rating
Goal
Increase the number of app installations
Tools used:
- Yandex.Direct / Ads for mobile apps
Period: January-February 2016
Setting correct goals
Competition among messaging apps in the Play Market is very high.
As a result, app developers are invested in finding new ways of attracting their target users.
Step 1. Format Ads for Mobile Apps
Using the app store link entered when creating the Mobile App Ad, Yandex.Direct automatically determined that the app runs on Android and downloaded additional elements for the ad (like the icon, rating, price, and number of reviews).
Yandex selects the OS version listed in the app store by default; it can be updated manually.
You can choose the device type (smartphone, tablet, all devices) and network type (Wi-Fi or mobile network + Wi-Fi).
Choosing keywords
Groups of keywords that are frequently searched for and don’t return many competitor apps were selected for impressions:
- Messenger
- Emoticons for Android
- Android stickers
- Free calls
- Free SMSs
- Other similar keywords
Step 2. Set terms for mobile app ad impressions
A separate ad was shown for every keyword group
The campaign used the Highest Available Position strategy
Ads were shown on both Search and Mobile Advertising Network pages
Results
As a result, the campaign succeeded in attracting a large quantity of target users with high app installation conversion rates.
The average cost per installation (CPI) was 62 ₽.
Case prepared in collaboration with the Mobio agency
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