Advertising of a mobile application in contact. Mobile advertising on VKontakte. Launching mobile app ads on iOS and Android in Google Ads

Subject: Bulletin board.

Promotion region: Ukraine.

Platforms: iPhone (OS 7+), Android phone (OS 4+).

Not so long ago, a mobile application was beautiful complementing website. But already today 86% of users mobile devices in the United States, in-app purchases are made (6 times more often than mobile searches). By the way, Americans download 4,000 paid (72,000 free) applications every day. The app market in the CIS countries is also gradually warming up: according to GoGlobe, Russian Federation with an indicator of $ 1.30, it ranks ninth among the countries with the highest average revenue per install. Every month, Netpeak has more clients with clear tasks to promote their mobile apps on iOS and Android.

Specialists of the paid traffic department achieve these goals using Google Ads, which is focused for us, and other tools.

Objectives

New app downloads (iOS, Android).
Increase in conversions to posts from a unique user.
Increased audience activity.

Work plan

Due to the fact that the client is interested in project success and is ready to provide necessary materials (various banner formats, videos), we now have the opportunity to experiment, analyze, optimize and identify the most conversion formats. It is very important that the client was ready to work on the project together with specialists, which, as we know, is the key to a successful campaign. As a result, we have developed the following campaign launch plan:

Launching mobile app ads on iOS and Android in Google Ads.
YouTube iOS and Android video ads in Google Ads.
Advertising of a mobile application on iOS and Android VKontakte.
Video advertising of a mobile application on iOS and Android on Facebook.

Featuring (demonstration of the product and its advantages) provides for a demonstration of the application in the promo block of the application store. These can be horizontal or vertical ribbons of icons. For example, in the AppStore, featured is possible in the "banner carousel", "best new apps" and "best new games" feeds.

At the moment, distribution channels continue to expand, we are enriching advertising campaigns with new ad formats, for example, Video app install ads from Google and soon - Search Ads in Google Play. To analyze the effectiveness of the channels, we used Google Analytics (for a mobile application), Ad-X and internal statistics of advertising systems.

Ad-X system specializes in tracking mobile application installations. The creators of the system have found a solution to how to carry out tracking in real time without collecting personal user data. In August 2015, the service will stop working. Therefore, now we are already using the functionality of another tracking system - Adjust.

Launching mobile app ads on iOS and Android in Google Ads

For each platform (iOS and Android), campaigns were created in display network with different types and formats of ads available in campaigns of the type "Ads in mobile applications" (for illustration hereinafter - examples):

After the necessary data for the analysis was collected, ineffective types of targeting were eliminated, target audience, as well as the most converting ad formats, which allowed for more flexible bid management. More details on fine-tuning mobile ads can be found. Next, we connected search campaigns of the Mobile Application Installs type.

For their launch, the most conversion keywords, which we have divided into groups.

An example of displaying banners on mobile and tablet.

We launched Mobile App Installs campaigns on the Display Network in all available formats (similar to the Ads in Mobile Apps campaign). We added extensions like "Installing a mobile application" to all campaigns.

We were only interested in new users, so we used the Target Cost Per Conversion bid strategy, connected the Google Ads Conversion Optimizer, and targeted new devices.

The most popular banner formats are: 300x250, 320x50. Google Ads covers not only the Google Display and Search Networks, but the AdMob Network as well. It is currently the largest traffic source.

YouTube iOS and Android video ads in Google Ads

We launched a YouTube video campaign for iOS and Android in test mode. After advertising the application for a month, we decided to disable video campaigns on iOS due to the high CPI (almost 6 times higher than in search and display campaigns Google Ads).

Advertising of a mobile application on iOS and Android VKontakte

After social network announced the possibility of launching mobile advertising, we immediately decided to test it, especially since there was a possibility of integration with the Ad-X system. After a month and a half of cooperation, VKontakte announced that advertising for a mobile application would be carried out through the myTarget system: it provides greater coverage on social networks and is highly flexible.

All campaigns have been divided into three categories:

Tablet users.
New users of mobile devices.
Smartphone users.

When the client made a video to advertise a mobile app, they launched video ads and started testing ads based on the individual audiences they created. It's too early to talk about effectiveness, since the video was launched just a week ago. We also launched remarketing to users who visited the site or the mobile version of the site for 30 days, but do not use the application.

In addition to the main systems, we were actively looking for new opportunities for advertising. For example, we are interested in the Apple advertising platform.

This system has several ad formats available and has a built-in template-based banner generator that can significantly speed up launch advertising campaign... We started working with the system with standard banners, after which we decided to include ads in Full-Page and MREC (Medium Rectangle) formats.

Yandex Store attracted our attention as an additional promotion channel. YaStore has quite interesting features, namely, the format of advertising a mobile application - featuring on the home page. True, there is a significant disadvantage. The system is not yet integrated with any analytics systems, and downloads can only be tracked on the developers page.

conclusions

Practical Notes:

When testing different types targeting manages to achieve a lower cost per CPI.
New sources do not always provide a large number of downloads, but they tend to be cheaper.
Despite the fact that Google recommends combining all ad formats into one group, this gave us negative feedback.
For more flexible bid management, it is necessary to identify the most converting sites in GDN. It is worth taking a long period of time for analysis.

IN youTube video campaigns it is worth initially excluding placements with cartoons and excluding similar keywords, a lot of traffic from this kind of sites, which means a large percentage of random downloads by children.

Do not limit targeting by language, because the user's store can be configured in any language.
It is worth carefully studying where your ad was displayed, so you can see that there was one click on one site, but 30 installs. Google Ads cancels spam clicks and does not charge money for them - this is a plus, but the quality of such installations is very questionable.

To evaluate the results, it is better to rely on several at once - internal statistics, Google Analytics and a third-party tracking system, since Facebook, for example, counts the conversion if the download occurred within 28 days after viewing the advertisement, but the tracking system can only count the actual installation.

The unwillingness or unwillingness of the developers / client to implement the SDK or conversion codes into the application can throw you into the distant past, because one banner is no longer enough in such a dynamically developing area as advertising for a mobile application.

According to the agreement with the client, we cannot disclose in this case the order of prices and the exact number of installations. But it should be noted that in March we received 28.64% of installs from paid traffic (from total downloads) with an average CPI significantly less than a dollar.

KPI table in different systems:

In this case, we used a combination of standard and specialized contextual advertising tools for mobile applications. Classic sites like Google Ads, Facebook are still relevant. The fact is that in emerging markets (in Ukraine, for example) the audience of many narrowly targeted sites is limited, so only a campaign of a popular product can be crowned with success. Will it be effective contextual advertising on specified sites for your application? If you want to know for sure, leave a request on our website. We will gladly take on a few more projects.

Mobile VKontakte

VKontakte is the largest social network in Russia and in the mobile space. Per last year or two network traffic from mobile devices has increased several times. Android has almost caught up with Windows 7, but iOS has just surpassed Windows XP.

In general, daily traffic from mobile is about 30%, most of the audience visits VKontakte exclusively from mobile devices. Another 30% are people who mix devices:

If we take the monthly attendance, then only 11% sit from mobile, i.e. in a month you can pull up a tenth of the 60 million VKontakte users who come from Russia.

In total, VKontakte has about 20 million Android users who log into the social network every day, iOS use significantly less people - about 5 million people.

On average, in Moscow, a person spends 18 days a month on VKontakte. Each day, everyone conducts about 18 sessions - first people go online in the morning, then in the afternoon, then at lunch, smoke break, coffee, answering messages to friends. If you compress everything, it turns out that on average a person spends half an hour a day on VKontakte - that's quite a lot.

Mobile devices are now mainly used by people aged 12 to 24, due to the fact that they are more mobile. At the same time, there is a fairly large backbone of people from 24 years old who can be attracted. Basically, it is interesting for advertisers and important for some commercial projects. There are also quite a lot of these users, if you add up - about 6 million per day.

What does VKontakte advertising look like?

A banner appears in the ribbon in the Android app. In the future, it will be available on the mobile version of the site and on iOS (for iPad and iPhone). A small block that contains information on how you can place this application, its rating, etc.

Within this new format, only mobile applications based on Android and iOS can be promoted. Payments are made according to the CPC model, where you pay per click, according to the auction model.

The more the option is heated, the more CPC.

In this format, targeting is available, the usual targeting of VKontakte. You can target by gender, by age, by geography, by behavioral targeting. For example, you can choose travelers who travel abroad and the CIS more than twice a year. There is device targeting.

A small block consists of a title and a short description, a banner is a picture. You cannot use those that violate the rights of VKontakte, for example, you cannot use the VKontakte interface, words from the series "Click right now!" and other annoying things.

The rating of the application is also shown, it is sucked from iTunes and Play. And, accordingly, the number of installations is shown. The user can click on the banner, go to the store and start the installation. It is important to make a button along with the picture. VKontakte found out a curious thing that if in Moscow everyone is "advanced" - they know "click anywhere and you will go somewhere, but you will go", then in the regions this topic does not work. People push the button diligently to navigate, and for them this button is extremely important.

If the user already has the application, then the advertisement is not shown to him.

Now installations on Android are considered by VKontakte independently - several times at knocks, the application polls the device for installed applications. Tracking installs on iOS requires an in-app SDK.

results

The other day on VKontakte, we selectively looked at several offices in order to make some kind of cut - what came out of this story.

It's a pretty good picture. According to the advertising campaign of the free payment service application utilities, those people who are 25-34 years old used it:

The company selected for the analysis worked with an amount of 80-85,000 rubles. Out of 41,000 transitions, almost 8,000 were received.

The average CTR of the 5 selected companies was 3%. The average installation price is approximately 18 rubles. The campaigns mixed everything from services that are popular to apps for a very limited audience through targeting. All Android Apps.

When will the ad network be launched?

It will most likely be launched for Android devices and the mobile version of the site. In the future, iOS will launch and a link tracker will be added. Now, unfortunately, it is not available (so far there is no way to move a person across the page to calculate everything).

It is planned to further increase the number of impressions, because now banners exist only as part of the test.

A retargeting function is planned for those users who already have the application installed.

Appearance and payment for impressions are likely.

We also ask you to answer a number of questions about the past breakfast: https://docs.google.com/forms/.

If you find a typo, select it and press Ctrl + Enter! To contact us, you can use.

Artox Media Mobile Apps Promotion Department
So you've finished your mobile app project and would like to run a successful ad campaign for it using a popular social network, but don't know where to start? It doesn't matter, we will share with you personal experience... With this article, we begin a series of publications about testing the VKontakte platform for promoting mobile applications.

As many people know, most social networks such as Facebook, Odnoklassniki and Mail.ru have long had their own mobile advertising platforms. In early autumn, the social network of its version of such a platform. The long-awaited test period for the promotion of mobile applications started in mid-September, and ARTOX media was fortunate enough to be among the few who were given access to the beta version of the platform. It is about this experience that we want to tell you.

You will be the first to know about the results that can be obtained using this system, about all the technical points and conclusions about the conducted advertising campaign (AC): everything about efficiency, cost, all the most interesting numbers and details, etc.

Today we will introduce you to the system itself: we will consider the stages of creating an advertisement, organizing statistics, and share our first impressions of working with VK.

But first things first.

In the initial test version, only Android app ads were available. Later, advertising for iOS became available, but only on the mobile version of the site (not in the application). Now, if we want to create an ad targeting iOS users, we need to provide a link to the App Store (installations for iOS are not counted yet, there is currently no division by device - iPhone / iPad).

Create an ad

In our case, we select the mobile application:

Registration

VKontakte provides the following ad design option: it is proposed to fill in the title, ad description and add an image.

Title. The maximum number of characters is 25. The title is automatically pulled from Google Play, but you can make it smaller by deleting one word at a time:

Ad. We write the ad text ourselves, maximum amount characters - 90.

Picture. Image size 600x336 pixels. Also, the app's rating, the number of ratings and the "Install" button are automatically transferred to the ad:

Audience selection

The audience selection parameters remain the same as for ads with a link to a site or community, namely:

Geography... It is possible to select the required country and cities. At the same time, we can exclude regions that are not interesting to us.
Demographics and interests... Here the form has remained unchanged. We can choose gender, set age limits, mark the status of the user, his interests, etc.
Education and work... Here, too, everything is standard. In most cases, this parameter does not need to be configured at all.

Additional parameters such as "Devices", "Operating systems" and "Internet browsers" are still left - inherited from advertisements with a link to a site or community, we do not touch them. In the full-fledged version, these fields will most likely be removed or modified taking into account the specifics of mobile applications.

Statistics

Unfortunately, VKontakte does not yet support track links, so it is currently impossible to see installations for all channels in one external tracking system. However, VK technical support promised us that this option would be finalized in the near future.

Thus, to create an ad, you must provide a direct link to Google Play.

VKontakte can count installations on Android without external integrations. After clicking on the advertisement, the VK application monitors whether the user has the application on which he clicked - in fact, this is a collection of information about installed packages on the user's device. This does not require specific rights, the implementation of the SDK for such a task is generally optional.

Installation data is displayed directly in the VK interface. They can be viewed in two ways:

The column "Introductions" temporarily remained from the statistics on advertising of the VKontakte communities: the application installations are displayed here ("Introductions" \u003d application installations).

2. For the selected ad for the selected period:

Here the developers have already renamed "Introductions" to "Installations" :).

Obviously, there is a flaw in the audience coverage assessment. You need to be very careful here, because when creating an ad with a link to a mobile application, the same audience is shown as for regular targeting (for example, to a website). If we want to estimate the volume of a mobile audience with the targetings that we ourselves have chosen, we should focus on the data on Android devices (which, we recall, does not need to be selected for advertising a mobile application). Anyway, the problem is being solved - let's hope that soon we will write about its elimination.

In general, the impressions from working with the system are favorable and positive. The interface is familiar to those who have already worked with targeted VKontakte advertising, and besides, all the previous settings are available for the most accurate hit to the target audience.

Well, we will not undertake empty predictions - we will tell about the first results of the advertising campaign in the next article.