The Avto.ru application allows you to buy and sell used and new Placed simultaneously on cars, motorcycles and commercial vehicles.
Campaign objectives
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. Placed simultaneously on 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.
Mechanics Placed simultaneously on
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 Placed simultaneously on
The interests provided by VK Advertising were also taken into account, for example, “Buying a car”.
For individual campaigns, contextual targeting was used 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: on the burkina faso business email list 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 settings
At the first stage, we set a small limit on the daily budget. Then we analyzed the data and performed primary optimization based on
installations, then we received call data from the mobile tracker the main difference between 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.
In 80% of cases, we used the “Minimum Cost” bid strategy, where the system aims to provide the best results for the specified budget. In
20% of cases, we used the “Cost Limit” strategy as a test: we first set the desired cost per action, and then edited it depending on the
behavior and campaign metrics.
In the case of SKAdNetwork and probabilistic attribution, we chose optimization by installations, and with mobile trackers, we also used optimization by key advertiser events.
Creatives
A lot of testing was done: more than 600 creatives were launched europe email in total. The difference in the cost of installation on different creatives could vary by 3-5 times, so it was important to test a large number of options within each hypothesis.
When creating it, we focused on the season so that the user would get the impression that what was happening was natural: in the summer, we showed the car in the sun’s rays against a background of greenery.
