Service: mobile app promotion;
About the app: the app category is “Shopping”;
Geo-location: Vinnytsia and Vinnytsia Oblast, Ukraine.
We were contacted by a client with the following problem – low conversion rate of mobile users on the site. The site was optimized for mobile devices and about 30% of the site’s traffic was from the mobile devices, yet the conversion rate was critically low. Then, the client developed a mobile app and wanted to attract the mobile traffic.
The main challenge in this task was in the client’s request – while the online store covered the entire Ukraine, the client wanted to focus on the Vinnytsia Oblast. The traffic analysis showed that the brand is fairly recognizable in this Oblast: we saw a big number of direct site visits and referred traffic from the regional websites and forums.
On the first stage, we’ve optimized the app using App Store Optimization method to increase the conversion rate from click to install. We didn’t focus on the keywords in this case due to the brand recognition, and instead we have focused on the attractive icon, screenshots and short description.
Due to brand recognition our goal was to tell the users about the convenience of this app for shopping and increase the conversion rate from the mobile app.
That’s why the main tools used to attract the users were:
- Video ads;
- Targeted advertising using myTarget;
- Search advertising via AdWords;
- Media advertising via AdWords.
Let’s take a closer look at each one of them.
We wrote the script for the video-advertising and made the main style of the video. The main idea was to show the simplicity of the app and how it affects the search of the desired product, the purchases, the notifications about discounts and new products in the store.
To use the promotional budget more efficiently, we’ve decided to show the ads using remarketing for the users already familiar with the brand.
We’ve ordered the video using outsourcing companies and just after a week of struggle and constant editing the video was ready to use.
Targeted and media advertising
We’ve created 10 types pf banners with different calls to action and different colors and images.
After discussions with the client we’ve created extra banners for those celebrating their birthday and offered a 5% discount on any product if it was ordered using a mobile app and after reposting the wall post in the VK group.
Setting up the campaign in myTarget
When we were creating the myTarget campaign, we’ve divided the audience into 12 groups.
The important element of the targeted advertising is the real-time tracking of the statistics and quick response to the data.
The plan was somewhat like this:
- We’ve launched the advertising for a single audience with a single creative package;
- After that we’ve gathered the statistics;
- If we were satisfied with the results, we would continue to show these ads;
- If CTR was low, we modified the campaign and repeated the task.
In the end we had 6 banners and 7 audience groups with good results.
What’s the point?
The advertising system works in a way which allows the cost per click is reduced if the CTR is good enough. For example, the company gets 100 RUR per 1000 views from this audience. That means that if CTR is 1%, the cost of the click is 10 RUR, while if CTR is 10%, the cost per click is 1 RUR and the company still gets its 100 RUR. Of course, this example is somewhat exaggerated, but I think it shows the point of this task.
One of the main features of the advertising on VK is the ability to set up the campaign with the payments exclusive to the views from the audience. However, since we’ve picked the most efficient banners during the previous step – about half of the work was already done.
We’ve created the following types of the campaigns:
- Target according to the audience of the local public pages;
- Target according to interests;
- Target the users who will have their birthday soon.
At this stage it’s important to select the optimal number of views per unique user. In this case, we’ve found out through testing that the optimal number of views is 7 for the first two campaigns and unlimited number of views for the last one.
Let’s start by saying that in the case of a niche site with fixed GEO we didn’t expect much from this channel. We’ve gathered the core of queries, grouped it and wrote the ads for each groups.
It’s important to mention that the ads with fixed GEO need the regional link next to the Call to Action, because it usually affects the CTR of the ads, because the users trust the local retailers a lot more.
You should always use the keys with a broad match for the mobile apps, but at the same time you need to monitor them and make changes to the list.
Results from the monitored period
Period: the advertising campaign took 17 days;
Paid installs: 3735;
Organic installs: 1367;
CPI: the average price is 3.8 UAH;
During the campaign the app uninstalls per day were less than 6% of the install numbers, and the Return Rate on day 5 was 20%;
Conversion rate to the purchase from the app was 1.2%, which is 0.5% higher than from the mobile version of the website.
After the end of the marketing campaign, the client keeps receiving the organic traffic and overall, users keep running the app without uninstalling.