At first, the Tinkoff Investments

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team used campaigns for mobile applications with optimization for the cost of installation and the target action — filling out a form. It was important to get not only the maximum number of leads, but also application installations at a given cost.

Google App Campaigns allow you to place ads in Search, Google Play, Gmail, YouTube, other apps, and mobile sites on the Display Network (GDN). This tool supports different creative formats — videos, images, or chile whatsapp number database HTML5 objects. Unlike other Google Ads campaigns, you don’t need to create separate ads. This happens automatically — algorithms use different versions of text and other objects. Ads are created in different formats and for different networks.

Results

App campaigns generated over 100,000 leads in three months. In October, the cost of an open account was three times lower than with branded traffic, while campaign volumes were 10 times higher.

After optimizing the form-filling campaign, the number of installations increased by 108%. This promotion accounted for 68% of leads and 52% of the budget. Video advertising brought additional installations and leads on both Android and iOS. But since iOS campaigns depend more on video traffic, adding video creative helped scale the campaign.

Conclusions

Tinkoff Investments is a complex product with a multi-level advertising funnel. The mobile application has become a new effective promotion channel for it.

Google App Campaigns helped acquire over 100,000 new customers. Video creatives, simultaneous launch of campaigns with optimization for installs and conversion volume allowed to achieve the maximum number of high-quality installs

The service achieved high results due to the optimal use of different types of campaigns and creatives.