The Avto.ru application allows you to buy and sell used and The advert was broadcas new cars, motorcycles and commercial vehicles.
Campaign objectivesThe advert was broadcas
HunterMob’s key objective was to increase traffic from iOS. It was important that people not only installed the Avto.ru app, but also performed the target action: called the ads, wrote a message to the seller, bought a car.
Avto.ru has been a regular HunterMob client for over six years. During this campaign, it was necessary to attract twice as many users per month at the same cost per installation. Traffic was directed to the app page in the App Store. The campaign lasted from June to August 2023 inclusive.
The advertisement was assessed according to the following indicators:
- cost of attracting a new user;
- cost of a call and chat message in a seven-day cohort.
MechanicsThe advert was broadcas
The main technical difficulty was that users with an operating system higher than version 14.5 are closed to advertising. To track such users,
the agency’s specialists used probabilistic attribution. It estimates the probability of installations based on the results of advertising
campaigns, based on anonymized data: click time, installation time, and basic device information. The team also took into account the
attribution results of SKAdNetwork, Apple’s own event tracking framework.
For users who have an earlier version of iOS or who have allowed tracking, the agency used deterministic attribution via mobile trackers.
This is a classic attribution method that allows you to accurately link an event and a traffic source.
Targeting settings The advert was broadcas
The advert was broadcast to the widest possible audience: Russia, men and women, 18–75 years old. The interests provided by VK Advertising were also taken into account, for example, “Buying a car”.
For individual campaigns, contextual targeting was used fiji business email list for specific models and brands of cars, price ranges, and the general desire to buy a car. The amount of traffic in such campaigns was severely limited due to the use of context and the closed nature of iOS users, but the CR for installation and target action were significantly higher.
Women were singled out as a separate segment, as they make up to 30% of all drivers. Two approaches were used: they showed interest in popular “women’s” models and targeted men, with the expectation that they would help their wives choose cars.
Placements
Placed simultaneously on all VK Advertising platforms: there is a laptop that displays on the social networks VKontakte and Odnoklassniki, VK Projects and the VK advertising network. Also, as additional tests, placements were conducted on separate platforms – for example, only on VKontakte or only on Odnoklassniki. For each target audience, appropriate creatives were selected.
Budget and bid settingsThe advert was broadcas
At the first stage, we set a small limit on the daily budget. cmo email list Then we analyzed the data and performed primary optimization based on installations, then we received call data from the mobile tracker 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.