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Together with the largest pizzeria chain Dodo Pizza, we worked to increase the number of orders in the mobile app. In myTarget, we tested optimization for installations, but received expensive orders and insufficient budget expenditure, so we switched to CPM payment and optimization for impressions. This logic showed itself well in comparison with CPC and CPI.
We wanted to achieve better results, so we decided to test the new VK Advertising in parallel. We started working with optimization for installations (for Android and iOS) and in-app georgia mobile database purchases (Android). So, at the end of June, we connected the platform, focusing on the planned indicators of myTarget. But the system needs time to learn, so the conversions turned out to be approximately 2 times more expensive than the planned values in June.
The next step, in July, was to strengthen VK Advertising and add:
various segments: wide in terms of delivery geography and age;
key queries;
remarketing.
We also connected campaigns with optimization for in-app purchases and video creatives.
After VK Advertising campaigns were trained, we noticed positive dynamics and already on August 17th we exceeded the monthly order plan.
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As a result, when VK Advertising was fully operational, the total revenue from all platforms (myTarget, Yandex, VK Advertising) increased by 34.5%, and revenue from VK Advertising increased by 8 times, compared to the training period, while CPO decreased by 59%. The budget share for the new platform was 35%.
The prompt implementation of the new VK Advertising platform allowed us to smooth out the expected sales drop in the summer months and maintain a low price per order in the application.