Goals
- Bring users back to the app
- Maintain set CPO
- Convert users into content purchasers
Tools used
- Getloyal — mobile retargeting platform
- Yandex.Audience
- Yandex.Direct / Ads for Mobile ads
Period May — June 2018 (8 weeks)
Successful apps should offer functions free of charge and have a large base of satisfied users who make purchases less often that they could
The LitRes library features 32 000 free eBooks, and offers up to 20% of a given eBook or audiobook free of charge.
A portion of LitRes users forget about the app about a month after downloading it.
Regular tasks involved in the process of promoting a mobile app include:
- Reactivate users who stopped using the app
- Motivate users to make their first purchase
- Increase the frequency of purchases
Step 1: Getloyal creates segments of promising users
A test segment of “promising” users consisted of users who made purchases and users with items in the cart but no purchases
Step 2: Yandex.Audience finds these users
Yandex.Audience found the anonymized IDs of 2/3 of the users in the “promising” segment
Step 3: Ads for mobile ads in YAN for the segment
Popular in-app YAN placements with high conversions
Ads appeared in the Yandex Advertising Network (YAN) for the selected audience segment. The average conversion rate (for reattribution) for mobile users was 67%. This conversion rate was the second best in comparison with similar in-app.
Placements in the Mail, Weather, Browser and Alice apps showed the best results.
Popular mobile web sites in the Yandex Advertising Network
Yandex.Audience finds users not only in-app, but also in the mobile web.
Some of these mobile sites in the YAN with high conversions like ntv.ru, ZEN, ria.ru, wi-fi.ru, mk.ru had previously never shown retargeting ads for the LitRes apps.
Results
Yandex.Direct brought 6.3% of all reattributions over 8 weeks
High conversion rates from reattribution to purchases
67% of clicks from Yandex.Direct converted to reattribution — meaning that Yandex.Direct was the second most effective advertising system that LitRes used.
At the same time, the final CPO in Yandex.Direct was close to the average CPO at the account level (for all advertising systems). It was significantly lower than one of the other advertising systems thanks to its high conversion rates for purchases: 22%.
