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

  • 4

    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

    5

  • Step 1

  • 7

    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).

    8

    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

    9

    wordstat.yandex.ru

  • Step 2

  • 11

    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

  • 12

    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

  • 13

    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 .

    15

    Average CTR

    2.5%Average CRper installation

    5%Average CPC

    3Average CPI

    62

  • www.mobio.ru

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