At the first stage, we set a small limit on the daily budget. Then we analyzed the data and performed primary optimization based on
installations, then we received call data from the mobile tracker When creating it we focused and performed secondary optimization — this allowed us to quickly adapt to
the audience’s reaction. For campaigns with the best results, the daily budget was gradually increased.
In 80% of cases, we used theWhen creating it we focused
“Minimum Cost” bid strategy, where the system aims to provide the best results for the specified budget. In 20% of cases, we used the “Cost
Limit” strategy as a test: we first set the desired cost per action, and then edited it depending on the behavior and campaign metrics.
In the case of SKAdNetwork and probabilistic attribution, we chose optimization by installations, and with mobile trackers, we also used optimization by key advertiser events.
CreativesWhen creating it we focused
A lot of testing was done: more than 600 creatives were launched in total. The difference in the cost of installation on different creatives
could vary by 3-5 times, so it was important to test a large number of options within each hypothesis.
When creating it, we focused on the season so that the user would cook islands business email list get the impression that what was happening was natural: in the summer,
we showed the car in the sun’s rays against a background of greenery.
Separately, creatives similar to real ads for the sale of a car were tested. Thus, a photo of the interior or underhood space of the car was used as an image, and the text indicated the number of owners according to the vehicle title or the reason for the sale.
Creatives that show the car from all angles and provide all the details about it performed well
The creatives tested different cars. They showed both “popular” models: Hyundai Solaris, Volkswagen Polo, Daewoo Nexia, and more unique or expensive brands.
The video showed what the cars look like in real life.
Native filming was used for the videos: the car owner filmed himself and the car with his phone.
We also tested the mini-review format , where the blogger talks about the advantages of the car.
ResultsWhen creating it we focused
- We doubled the number of iOS users while what are the benefits of using the maintaining the same call cost.
- Launched 350 advertising campaigns.
During the tests, creatives that looked like real, live ads proved to be the most effective.
Attracting iOS users has its own specifics: it is impossible to simply transfer approaches that work with Android users. This is due to the
closed nature of the system and the difficulty of tracking users. Nevertheless, the goal was achieved: the average monthly number of
installations doubled.
Tatyana Letyago, Head of Media Buying Department, HunterMob
In addition, the cost of installing the app and the application cmo email list was affected by the cost of the cars placed on the creative. Cars in the price
category of 300,000–500,000 ₽ attracted cheaper installations, but the conversion into a call was lower. The same is true for expensive cars
from 5 million and above: many new users could come from the ad, but they did not make a single call. The best results were achieved by
We turned to HunterMob as an iOS traffic specialist. We tested many combinations and received new insights on working with the target
audience. We continue to use VK Advertising to promote the app among iOS users.