Results
Online stores
3X more installs and 2.5X more revenue
Average revenue per user (ARPU)
Share of ad spend (Ad spend / Revenue)
Client
Facts & figures
2007 company founded, 5 million unique products, 2000 daily orders, 4,5 ★ average app rating
Representative
Viktoria Zozulya Mobile advertising specialist
Goals
Tools used:
Yandex.Direct / Ads for mobile apps
- By keywords
- By user interests
- By retargeting criteria
AppMetriсa
- Analysis of app metrics
- Tracking of app installs and conversions
- Transmit segments to Yandex.Audience
Period: August 2018 – March 2019
The store’s app is always in the customer’s pocket
The online store aims to gather customers in their own app to increase sales and customer loyalty. The company developed apps for iOS and Android, in which the user can add their own image to clothing or souvenirs with their easy-to-use constructor and select a prepared design of 5 million products. They can pay for their orders by card or using the mobile payment system. How could VseMayki maximize the revenue for their app?
Step 1. Installed AppMetrica
Enabling AppMetrica and determining their key indicators
VseMayki used the Yandex AppMetrica service to track their app’s performance.
Before their promotion, they determined their key performance indicators: cost per install, order revenue per channel, share of ad spend, average revenue per user (ARPU) and average check size (ARPPU).
Victoria Zozulya
Mobile advertising specialist, VseMayki.ru
AppMetrica is a free tracking system that holds its own functionally in comparison to other paid systems. One interface combines tracking and app analytics with charts and reports. We also use AppMetrica to send push notifications and increase our audience’s engagement. Using custom postback URLs, we were able to create complex but very important reports for e-commerce projects, by revenue for each channel. AppMetrica integrates with many popular advertising networks, a fact which makes it significantly simpler to analyze the performance of our marketing campaigns — you’ve got all the data you need in one tool.
Step 2. Set up mobile campaigns
Set up three Ads for mobile apps campaigns on Search and in ad networks: by keywords, retargeting by site segments, by interests
They used the keyword list from their regular campaigns on search and in YAN and created a campaign with Ads for mobile apps. They used narrow user segments for retargeting, e.g. “Placed 2 orders in a year” or “Viewed 3 + pages of the ‘Anime’ section in 60 days.” To expand their reach, they created a separate campaign targeting users by their interest in different app categories.
Nikita Marakasov
Director, Finepromo 
In the end we got the following campaign structure for Android: one campaign for interests, one retargeting campaigns, and 93 for keywords. We calculated bids and traffic depending on the expected ROI and revenue in advance for each campaign.
Step 3. Created mobile ads
Use similar models to create thousands of creatives for different user niches
They focused on audiences that want to emphasize their association with a style of music, film, sport, etc. For these users, it is important to see “their” picture in ads. Templates made it possible to show a range of pictures with the logo of the store and bestsellers from each category. The Text & Image format does not require renders for different sizes — you add to your text the starting price, delivery information, CTA, several rotating titles, and the rating, icon, number of ratings and the “Download” button are added automatically from the store.
Results
3X more installs and 2.5X more revenue YoY
Over the course of a year, the number of installs on Android attracted via Yandex.Direct increased, raising the number of orders via the mobile app along with it. Revenue from the channel increased by 2.5 times.
With Yandex.Direct, ARPU and ARPPU were higher, and Share of ad spend was lower than the other advertising system
Though both advertising systems had identical budgets and turnover, Yandex.Direct brought 34% of all Android installs. Yandex.Direct had higher CPI, but showed better Share of ad spend in the end thanks to higher revenue from users and conversion rates for orders. 78% of the installs that Yandex.Direct brought came from YAN.
Victoria Zozulya
Mobile advertising specialist, VseMayki.ru
For the VseMayki.ru mobile app, Yandex.Direct is one of the most effective channels. It maintains Share of ad spend and conversion rates for orders at the levels we need. We especially love the additional functions available for attracting new audiences: targeting by interests, segments from Yandex.Audience and AppMetrica. They allow us to significantly increase our reach and installs, while the quality of these installs is much higher than those from other sources. We are actively expanding our activity in Yandex.Direct without negative effects on the quality — increasing our budget has only led to an increase in our profit from this channel.
Nikita Marakasov
Director, Finepromo
The main result was a revenue increase by 2.5X while maintaining the same Share of ad spend and a better ARPU than other advertising systems.
How Ads for mobile apps helped increase revenue 2.5X with the same share of ad spend
Presentation
Download PDFCase prepared in collaboration with the Finepromo agency
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