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

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

2. LINK Messenger
Average rating
4.3
Installations worldwide
10 M
An app for chatting with friends
and family created by the
developer IGG.COM (China)

3. Period:
Tool used:
January-February 2016
Increase the number of app installations
› Yandex.Direct
(Ads for Mobile Apps)
Goal

4. 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

5. Solution
Step 1 Step 2
Set terms for
mobile app ad
impressions
Format Ads for
Mobile Apps
5

6. Step 1

7. 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

8. 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

9. 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

10. Step 2

11. 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. 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. 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

14. Results

15. 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 CR
per installation
5%
Average CPC
3₽
Average CPI
62₽

16. www.mobio.ru
This case was prepared in
partnership with Mobio, a mobile app
promotion agency