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How to get targeted installations of your mobile app with a low CPI

How to get targeted installations of your mobile app with a low cpi

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How to get targeted installations of your mobile app with a low CPI

LINK Messenger

Average rating4.3

Installations worldwide10 MAn app for chatting with friends and family created by the developer IGG.COM (China)

Period:

Tool used:

January-February 2016

Increase the number of app installations

› Yandex.Direct(Ads for Mobile Apps)

Goal

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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.

play.google.com/store

Setting correct goals

Solution

Step 1 Step 2

Set terms for mobile app ad impressions

Format Ads for Mobile Apps

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Step 1

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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).

direct.yandex.ru

Format mobile app ad

Format Mobile App Ad

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).

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direct.yandex.ru

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

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wordstat.yandex.ru

Step 2

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A separate ad was shown for every keyword group

The campaign used the Highest Available Position strategy

Set terms for mobile app ad impressions

Ads were shown on both Search and Mobile Advertising Network pages

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Set terms for mobile app ad impressions

The campaign used the Highest Available Position strategy

Ads were shown on both Search and Mobile Advertising Network pages

A separate ad was shown for every keyword group

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Set terms for mobile app ad impressions

Ads were shown on both Search and Mobile Advertising Network pages

A separate ad was shown for every keyword group

The campaign used the Highest Available Position strategy

Results

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 ₽.

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Average CTR

2.5%Average CRper installation

5%Average CPC

3₽Average CPI

62₽

www.mobio.ru

This case was prepared in partnership with Mobio, a mobile app promotion agency