Med Online, a fashion retailer, is a multi-brand store that offers original products from premium brands such as Armani Exchange, Calvin Klein, Levi’s, THE HILLS, and more. The company has a mobile app that can be used to shop quickly and receive updates on new arrivals and promotions.
Med Online approached the MediaNation advertising agency in the fall of 2022 with the goal of graphically optimizing their mobile app pages in Google Play and the App Store. During the process, Med Online became interested in Mobile App Advertising in Yandex Direct, so they set up ad campaigns through MediaNation to promote their fashion retail app.
We conducted an ASO audit and updated the fashion retailer’s screenshots in the app stores
The mobile app’s page in Google Play and the App Store directly affects a user’s decision on whether to install the app, regardless of whether the user came to the page on their own or through advertising. This is why we decided to make the fashion retailer store’s screenshots on the page both visually attractive and informative. Among other improvements, we:
- Made small font larger
- Removed repetitive information
- Introduced an up-to-date design
To find new ideas for screenshots, we analyzed competitors' apps in the same category. We created new images that complied with the brand style, plus we added an orange accent color, photos of models in branded clothes, and screenshots of the mobile app. We also gave a compelling description of the online store’s benefits to motivate users to install the app.
We set up mobile app advertising in Yandex Direct for iOS and Android devices separately
For accurate user data collection and future analytics, we set up integration with AppMetrica before launching advertising.
In the Yandex Direct interface, we created two separate campaigns to advertise the mobile app for different operating systems (Android and iOS devices). We chose «Maximum number of installations» as our initial goal, because the online store was primarily interested in attracting new users to its mobile app. We set up ad impressions on two platforms, Yandex Search and Yandex Advertising Network — at the same time — to reach a wider audience and teach the strategy algorithms faster and better.
The ads used photos of models wearing clothes from popular brands that feature in the store’s catalog. Every three months, the images were updated, and the lower-performing ones were removed to avoid customer churn. We also prepared six options for headers, including ad text to provide various creative combinations.
We targeted ads by keywords with the names of popular brands from the store’s catalog, as well as general and category requests.
During the process, we optimized placements by turning off impressions for irrelevant requests and adjusting bids for the target audience.
Thanks to the placement, the fashion retailer increased the number of installations and purchases in its mobile app
We set up the ads for the mobile apps in September 2023, and analyzed placements at the end of December 2023. Installations from ads made up 48% of the total number of installations. This is 14% more than it was during the first months after launching the campaigns.
Thanks to Mobile App Advertising, the fashion retailer gets twice as many installations than it would have achieved organically.
Average number of app installations a month
To ensure successful campaigns, we recommend preparing the maximum number of creatives, experimenting more often with their concepts, and adding a special offer exclusively for mobile app users.
Thanks to targeting the right audience and using a pay-per-install model, we achieved excellent placement results on both Android and iOS. For correct evaluation of the mobile app advertising results, we linked the campaign to analytics services.
It should be noted that the ad campaign for the iOS app brings more purchases, although based on our previous experience, we expected better results from Android campaigns.