Let’s look at how a correctly composed portrait of the target audience helped to create successful creatives, how often it was necessary to optimize advertising campaigns and what results were achieved Inability to pre-select apps in seven months of work with the promotion of the Banki.ru application.
TasksInability to pre-select apps
The financial marketplace Banki.ru has a mobile application. With its help, you can apply for and apply for a loan or mortgage, open a deposit with the most favorable conditions, insure a mortgage, issue OSAGO and CASCO.
The client approached us with a request to increase the number of new users who would order any product through the Banki.ru application. Previously, the customer had already promoted the application through Yandex Direct and VKAds, but wanted to expand the pool of sources. Therefore, we were faced with the task of quickly launching and scaling in-app platforms – Unity Ads, IronSource and Mintegral.
We led users to product selection showcases – loans, deposits and insurance. The main KPI for our agency was the cost of the application.
Solution
Hypotheses were put forward
Before starting work, we analyzed which service would be more in demand and put forward three hypotheses:
- More users are taking out loans,
- More users insure real estate and cars,
- More users are opening deposits.
After testing, we determined that people most often apply for loans. Therefore, we made creatives mainly for these areas.
We created a portrait of the target audience Inability to pre-select apps
We created a profile of the user who is most likely to leave a request and identified four main characteristics:
- Gender: male.
- Age: 25-35 years.
- Place of residence: Moscow, St. Petersburg and major cities.
- Marital status: single, no children.
The user is prone to impulsive decisions, so he may take out a loan to buy the desired product as soon as possible.
Analysis of the target audience helped to identify the users’ pain points – for example, constant loan denials and lack of money for expensive equipment. We used such topics in developing scripts for creatives.
The video highlights a situation where a user was able to apply for a loan through a mobile app after being refused by the bank
We created creativesInability to pre-select apps
We focused on video creatives due to the specifics of the platforms. american samoa business email list When promoting in mobile games, users are offered to watch ads for an extra life or game currency. And in free applications, videos are shown to all users by default.
Our agency has a team that is responsible for production. Therefore, we create creatives ourselves – we think up scripts, select actors, shoot and edit videos.
We have previously promoted banking products, so we took our past experience into account in our advertising campaigns and immediately prepared creatives that were suitable for the topic. For example, the video showed how easy it is to apply for a loan or find out your credit rating using Banki.ru. In just seven months of work, we shot about 100 videos.
The creative showed a problem – a girl doesn’t have enough money for a new TV. Then they gave a solution – apply for a loan in one click
In addition to video creatives, we used animated banners. tt avoids many of the bugs and errors The images highlighted the benefits – fast approval and low credit rates.
When applying through a bank, you need to confirm your income, which is not always possible. The user can get a loan without any paperwork if he applies for it through the application
Set up and adjusted advertising campaigns
We promoted the application using three platforms – Unity Ads, Mintegral and IronSource. During the work, we encountered three difficulties.
1. Inability to pre-select apps for advertising. You can track where creatives are displayed only in IronSource. For example, it was clear that VPN services provided good traffic — their users installed the Banki.ru app and left requests. Children’s games, on the contrary, did not bring conversion.
Unity Ads and IronSource do not transmit bundle IDs of cmo email list applications to the tracker. Instead, identifiers assigned by the platforms themselves are specified. Therefore, ineffective application IDs are collected in the sources and excluded from the rollout. And vice versa, the most effective identifiers are allocated to separate advertising campaigns. In both cases, we paid attention to the cost of the application – if it went beyond the KPI, then we turned off advertising in the application.