Russian app stores are gaining popularity among users. Financial services account for over 40% of downloads in RuStore. To attract audience to VTB&nbsp;Online app, MGCom began promoting on VK&nbsp;Ads. A new case of raising conversion from install to new customer by 130%.

One of the key targets was to find a new channel for promoting mobile apps and attract as many new customers as possible at an optimal cost. Conversion from app install to new customer had to be in line with the bank’s internal benchmarks.

Android apps from RuStore can be promoted in VK&nbsp;Ads: to launch advertising in the account, the user can simply add the link to the service in the app store. The platform optimizes promotion to advertise the app among users who are most interested in downloading it.&nbsp;The agency launched two campaigns optimized for installs with algorithms displaying ads to the audience most likely to download the bank's app. Uploaded creatives were automatically adapted to ad platforms and placements with the versatile ads format saving time for working with them.

The promotion took three weeks with the first 14&nbsp;days dedicated to testing different approaches to targeting. Russian residents aged 18–60 were chosen as the target audience. For the first campaign, <a href="https://ads.vk.com/en/insights/keywords-targeting-guide">targeting based on keywords</a> mentioning competitors like “XXX Bank” or “apply for an XXX card” was additionally activated. The second campaign relied on interest targeting with the most relevant creatives selected for users in line with the content they had been shown in the last one to three months. For example, users who had been searching the web for information on credit cards saw relevant ads. The following search queries were used:<ul><li>deposits;&nbsp;</li><li>credit cards;&nbsp;</li><li>banks and banking services;&nbsp;</li><li>online banking;&nbsp;</li><li>finance.</li></ul>The “online banking” proved to be the most efficient.

To achieve the required number of target actions within a given budget for all campaigns, they activated automatic bid management configured to use the lowest cost strategy for all campaigns.

The results were compared to those on another ad platform.&nbsp;The testing of VK&nbsp;Ads showed the following results:&nbsp;<ul><li>conversion from app install to new customer (sign up): over 130%;&nbsp;</li><li>conversion from new customer to switching to the product: over 57%.</li></ul>The promotion also increased the number of VTB&nbsp;Online app installs by 25% and saved time on campaign set-up thanks to automation.

For successful promotion in VK&nbsp;Ads:<ul><li>provide for a 10–15% safety margin for the budget to ensure a more effective campaign learning;&nbsp;</li><li>test the minimum and maximum cost per install;&nbsp;</li><li>test the campaign budget optimization and ad set-level budget optimization;&nbsp;</li><li>use as many creatives as possible, including those in various scales, to cover all available platforms and expand the outreach;&nbsp;</li><li>don’t narrow down your audience artificially: correlate the number of ad sets and ads with the daily budget.</li></ul>

Kirill Statkevich, Head of Customer Service at MGCom:“VK&nbsp;Ads is a new tool for promoting mobile apps in RuStore. It acquires users amid the growing popularity of Russian app stores. The results have helped us identify effective links and pockets of growth for cutting costs and increasing volumes going forward. Note that the platform has attracted a host of new users who knew nothing about the VTB product.”

Denis Lazarichev, Head of Performance Marketing for VTB Online App:&nbsp;“Over the past twelve months, our audience has grown by 12% to 8.5&nbsp;million people. The mobile app enables our users to manage their finance from a smartphone or tablet, carry out day-to-day operations, apply for the Bank’s products, and manage their data. VK’s new advertising tool combines automated strategies, creative approach, and RuStore, a new Russian app store. As soon as the tool was rolled out, we started preparations for the campaign, becoming one of the first banks to test this promotion format. Such synergy resulted in a new approach to app advertising campaigns and increased the number of new customers.”

Source: <a href="https://adindex.ru/">Adindex.ru</a>

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ВТБ и агентство MGCom запустили продвижение банковского приложения ВТБ Онлайн, чтобы увеличить количество установок и поднять конверсию из установки в нового клиента

Кейс ВТБ: увеличиваем установки приложения

ВТБ Онлайн

Приложение банка в RuStore: увеличиваем установки на 25%

VTB and MGCom agency launched the promotion of the VTB Online banking app to increase the number of installations and raise the conversion from installation to a new client

App installations increase: VTB case

Case studies from all sorts of industries: how VK Ads helps various businesses advertise and acquire clients

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Case studies

Bank app in RuStore: increasing installs by 25%

The e-commerce market in Russia is booming. According to the Association of E-Commerce Companies <a href="https://www.megaresearch.ru/new_reality/v-rossii-rezko-vyros-obem-internet-torgovli">(AKIT)</a>, in 9M&nbsp;2022, online orders increased by&nbsp;43%&nbsp;year-on-year to over RUB&nbsp;3.5&nbsp;trillion. To expand further, e-commerce companies are testing new channels and approaches while also stepping up investment in promotion.In November&nbsp;2022, Ozon marketplace launched a campaign in VK&nbsp;Ads to try a new instrument for selling catalog goods and services. Take a look at the key achievements.

Performance was measured using several metrics. The key objectives of the campaign:<ul><li>to acquire new customers, that is to increase the share of first orders via the Ozon mobile app;</li><li>to reduce advertising cost share (ACS);</li><li>to cut customer acquisition cost (CAC) and cost per order (CPO), as well as cost per install (CPI).</li></ul>

Before kicking off the campaign, the team opened VK&nbsp;Ads’ <a href="https://ads.vk.com/en/help/articles/about_ecomm">Commercial Center</a> section, a new dedicated tool in the advertising account for product feeds. They created a catalog, added a link to the feed and selected the Goods category. The catalog is a place that contains information about all the items that the advertiser want to advertise or sell. The assortment lists were updated every hour daily.The next step was to launch a campaign. The team selected the product catalog and launched a pilot campaign optimized for installs. The system picked out most relevant goods motivating the user to install the app. No additional manual configuration was required.

The ads targeted men and women aged&nbsp;18–75 living in Russia. The Versatile Ads format automatically adapted the product cards from the advertiser's feed to various available placements and advertising venues such as VK projects and an ad network of 23,000 apps and websites.

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As it was particularly important for the advertiser to allocate funds between active ad sets in the most cost-efficient manner, the team set up budget optimization. The lowest cost strategy helped the advertiser get as many target actions as possible while staying within the campaign budget cap.&nbsp;The campaign yielded almost immediate results, so it was decided to double its scale on day&nbsp;3. Then the campaign budget was further doubled on day&nbsp;5 and day&nbsp;7.

The VK&nbsp;Ads campaign showed excellent results above the target. Advertising cost share (ACS) and cost per order (CPO) were two times lower than expected and customer acquisition cost (CAC) and cost per install (CPI) demonstrated a three times reduction.

Vsevolod Samsonov, Mobile Marketing Manager at Ozon:“Ozon is a mobile-first platform, with more than 70% orders placed via the Ozon mobile app. This year, we are planning to focus on attracting more users, that is why we are looking for ways to boost app installs. Product feed advertising helps us address this effectively thanks to significant traffic purchase automation and massive new user acquisitions. This plays an important role in our ability to deliver on our User Acquisition strategy. As part of this effort, we are also testing optimization for purchases and custom events and can already see great results.”

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Команда Ozon протестировала новый инструмент VK Рекламы – продажу товаров и услуг из каталога – для привлечения новых клиентов и снижения доли рекламных расходов.

Кейс Ozon: продвигаем каталог товаров маркетплейса

Ozon

Реклама каталога товаров: как снизить ДРР и стоимость новых пользователей

Ozon team tested a new instrument for promotion goods and services in VK Ads to attract new customers and reduce the share of advertising costs.

Product Feed promotion: Ozon case

Product Feed Advertising: how to reduce advertising cost share (ACS) and customer acquisition cost (CAC)

Social media is the key channel for businesses to communicate with their audiences. Advertising via these channels helps build and expand a base of followers who will later become loyal customers making repeat purchases and increasing the return on investment in marketing.In November&nbsp;2022, Initiative agency joined closed beta testing of VK&nbsp;Ads community promotion tool and launched a campaign for EPICA yoghurt on VKontakte business page. The platform’s algorithms helped boost the number of community followers by 12 times while cutting acquisition cost by more than 10&nbsp;times.

The plan was to attract the maximum number of followers at minimum cost per follower (CPF).

The team launched a pilot campaign with optimization for joining the community. The campaign lasted two weeks and featured seven creatives developed by DADA creative agency to advertise EPICA-branded yoghurt.

VK&nbsp;Ads algorithms showed the ads to the largest target audience, i.e. to people who were most likely to join VK EPICA yoghurt community.&nbsp;The <a href="https://ads.vk.com/en/insights/guide-universal-format">versatile ad</a> format helped the agency save time needed to develop creatives as the system adapted the ads to the Vkontakte feed.The ads targeted women and men aged&nbsp;18–35 living in Russian cities with a population of 250k+. To attract the most relevant followers, the team also turned on interest targeting. The relevant followers included the users who had searched for content associated with the brand or dairy over the last three months. In addition, the team activated targeting based on key phrases with names of competitors such as yoghurt XXX, dairy XXX and other.

Learn more about key phrase targeting

Each campaign on the platform has several ad sets with different creatives. Thanks to such structure, advertisers can conveniently manage their ads and check different settings. To test the budget management feature, the agency put a cap at an ad set level; as a result, the system automatically allocated funds to the most effective ad sets. In addition, the lowest cost strategy was selected: the team indicated the budget and the algorithms looked for the best results based on the given parameters.

Even though VK&nbsp;Ads community promotion tool is in its beta testing stage, the campaign was a success. The number of community followers increased by 12 times while acquisition cost decreased by 10&nbsp;times. It is worth noting that the new followers showed high engagement, providing response to content and leaving comments on posts.

Evgeny Navolochny, Head of Programmatic &amp; Mobile at ADV Lab &amp; Benchmark:“Thanks to the new VK&nbsp;Ads account, we have achieved impressive results and gained a significant number of followers who later became a loyal audience of the VK&nbsp;community. We can certainly see great scaling up opportunities, with cost per follower and robust follower acquisition laying the groundwork for long-term predictions, which is very important for always-on year-long campaigns.”

Source: <a href="https://adindex.ru/case/2023/01/31/310206.phtml">Adindex.ru</a>

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Case: Initiative agency and EPICA yoghurt brand

Кейс агентства Initiative и бренда йогуртов EPICA

Бренд йогуртов Epica и агентство Initiative запустили кампанию для продвижения бизнес-страницы Epica ВКонтакте, чтобы увеличить количество пользователей и снизить стоимость привлечения.

Кейс Epica: увеличиваем количество подписчиков сообщества ВКонтакте в 12 раз

EPICA

Увеличиваем количество подписчиков сообщества ВКонтакте в 12 раз

The Epica yogurt brand and the Initiative agency promoted the Epica VKontakte community to increase the number of followers and reduce the cost per follower.

Increasing VK community subscribers: Epica case

Delivering a 12 times boost in the number of followers for a VK community

A new ad object became available in VK Ads&nbsp;– VKontakte community. The innovation has already been tested by more than 6,000&nbsp;communities: <a href="https://ads.vk.com/cases/kak-uvelichit-chislo-podpischikov-vkontakte-vk-reklama">according to test results</a>, VK Ads algorithms can reduce the cost of a target action by about 70%&nbsp;– for example, to attract a new follower or stimulate reactions to a post.

By interacting with social network users, not only can businesses showcase their products in detail but also build an audience of loyal customers by encouraging new and repeat purchases. With VK Ads, community owners&nbsp;– businesses and content creators&nbsp;– can quickly launch effective advertising campaigns to attract followers or boost engagement.Strong advertising performance is driven by ML-powered models that optimize ad impressions for the selected target action. There are four options available for community promotion:&nbsp;<ul><li>Join the community&nbsp;is used to attract new followers.</li><li>Message the community is the weapon of choice if you want to attract more comments to the community.</li><li>Purchase goods and services will help you increase the number of orders for goods or services featured in the community.</li><li>Increase user engagement stimulates reactions to posts encouraging users to share content more often.</li></ul>

VK Ads will show your ads to those VKontakte users who are most likely to perform the selected action.

VK Ads automation tools:&nbsp;<ul><li><a href="https://ads.vk.com/en/insights/vkads-campaign-budget-optimization-guide">automated campaign budget optimization</a> determines which ads work best for you and allocates the budget accordingly.</li><li><a href="https://ads.vk.com/en/insights/vkads-autobidding-guide">automated bid management</a> helps maximize conversions within the budget.&nbsp;</li><li><a href="https://ads.vk.com/en/insights/guide-universal-format">versatile ad format</a> means that all placements are resized automatically when the banner is loaded.&nbsp;</li></ul>Ready-made ad texts. At the ad creation stage, click on the magic wand in the Title and Description fields to get several options generated specifically for your community.&nbsp;Video creatives are generated automatically. Upload an image and fill in the Title and Description text fields: these will be used to generate videos you can use in your ads.Creating communities is available in the advertising account. If you sign up with a VK ID, you can create and immediately start promoting a new community.

We are gradually integrating all the advertising accounts, so VK Ads will soon be the only platform to promote any business on VK projects.&nbsp;For more information on promoting VKontakte communities and posts, see the <a href="https://ads.vk.com/en/help/articles/engagement">help</a> section.

Promote your communities in a new way to ensure better results, quicker delivery and greater accuracy

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VK Ads is coming out of beta and opens up great opportunities to promote business and unique content in VKontakte

VK Реклама выходит из периода бета-тестирования и открывает широкие возможности для продвижения бизнеса и авторского контента ВКонтакте

Продвигайте бизнес и авторский контент ВКонтакте в VK Рекламе для привлечения новых подписчиков и повышения вовлеченности.

Продвигайте сообщества ВКонтакте в VK Рекламе

Продвигайте сообщества, посты и товары ВКонтакте

Promote business and unique content in VKontakte with VK Ads to attract new subscribers and increase engagement.

Promote VKontakte communities in VK Ads

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