Advertising
mobile apps
Use myTarget to promote apps from the App Store and Google Play.
Before getting started, define the goal of your advertising campaign. This could be attracting new users or improving customer retention.
Set your goal as "App installs" to focus on increasing the number of app downloads and optimizing cost-per-install rates. Set your goal as "App engagement" to focus on motivating users to perform certain actions within your mobile game or app.
Set your goal as "App installs" to focus on increasing the number of app downloads and optimizing cost-per-install rates. Set your goal as "App engagement" to focus on motivating users to perform certain actions within your mobile game or app.
Ad formats
Multi-format
This ad format is used on all myTarget mobile advertising platforms – in VK and Odnoklassniki newsfeeds, Mail.Ru mobile services (lets add examples what mail.ru mobiles services are), and the myTarget ad network.
Carousel
This ad format shows several image slides in a single ad unit to the users of VK and Odnoklassniki. -> needs to be rephrased. Its not clear what VK company projects are and what we mean with "delivered via VK company projects"?
Video ads
- Horizontal (VK & Odnoklassniki)
- Square (VK & Odnoklassniki)
- Vertical (Odnoklassniki)
Playable Ads (videos with demo versions)
Playable Ads let you test the game directly in your social media feed. The audience can get a feel for the product before they install it, which increases the likelihood of installation and further engagement with the app. Playable Ads are compatible with the Odnoklassniki app for iOS and Android.
Select your target audience during ad setup. You can show your ads to users who have already expressed an interest in your app, or you can deliver the ads to new users.
Finding your target audience
Interest targeting
- 1Show ads to users interested in the "Games" app category. Target the following interests:
- Browser games
- Game streaming
- Games
- Casual games
- MMO games
- Computer games
- Mobile games
- Browser games
- 2Target users who pay for goods, services, or content in mobile apps (corresponds to the interest "In-app payers").
- 3Deliver your ads to users who have bought a mobile device within the last two weeks. To do so, target interests such as "Mobile devices" and "New device owners". This is a great way to increase app installs.
Remarketing
Engage the audience that has already expressed interest in your app and remind existing customers about your products.
Use the following remarketing strategies for this purpose:
Use the following remarketing strategies for this purpose:
Remarketing using user lists
Use lists of IDFA/GAID values to target mobile device users. Lists of mobile devices allow you to exclude certain groups from your targeting, for example, people who have already installed the app. This helps to increase conversions and reduce the cost of advertising.
Remarketing to app users (deep linking)
You can choose to show your ad to people who have visited your website or engaged with your app, or you can exclude them from the audience. Use deep links to direct the user to a specific page in your mobile app, for example, the page with the product featured in the ad. Deep links increase ad performance and in-app event conversion.
Remarketing based on app events
You can show ads to users who perform tracked actions within the app. For instance, you can target people who have bought online courses or game character bundles in your app.
Targeting based on Android app categories
The ad will be displayed to users who have installed or deleted apps that belong to certain categories. The ad will also be delivered to those who have installed at least a certain number of apps from that category within a specific period of time.
Targeting to VK and Odnoklassniki group members
The ad will be shown displayed to the members of topic-specific groups in VK and Odnoklassniki.
Billing
In the "Price and Reach" section, select the user actions you want to pay for and the action to optimize for.
What to optimise for
If you choose "App engagement" as your campaign goal, you can optimize for clicks and impressions. If you also want to optimize for installations, choose "App installs" as your goal instead. Install optimization will be available once there are 5 or more downloads on the same tracking link within 48 hours. This applies to CPM (cost-per-mille impressions) and CPC (cost-per-click) campaigns. That's why it's important to configure "App Install" event notifications through the myTracker mobile analytics service or another tracker.
Here's how you can keep track of conversions using a tracking tool:
Pricing model
Optimizing for clicks means that for every click on your ad, a certain amount will be deducted from your account.
Optimizing for impressions means that you pay for every 1,000 ad impressions.
Optimizing for installs provides two pricing models: pay-per-install or pay-per-impression (oCPM). If you opt for the pay-per-impression pricing model, a certain amount will be deducted from your account for every impression. Specify the cost of installation, and myTarget will find an audience that will yield a maximum number of installs for that cost. App install optimization only starts working after a certain number of conversions is reached (at least 5 installs in 48 hours on the same tracking url.
Optimizing for impressions means that you pay for every 1,000 ad impressions.
Optimizing for installs provides two pricing models: pay-per-install or pay-per-impression (oCPM). If you opt for the pay-per-impression pricing model, a certain amount will be deducted from your account for every impression. Specify the cost of installation, and myTarget will find an audience that will yield a maximum number of installs for that cost. App install optimization only starts working after a certain number of conversions is reached (at least 5 installs in 48 hours on the same tracking url.
Bidding strategy
You can choose one of the three bidding strategies: maximum number of impressions/clicks, fixed bid, or minimum expense.
Detailed platform configuration for mobile app promotion
Specify additional mobile device options:
Device type
- Smartphone: Select this option to deliver the ad to smartphone users.
- Tablet: Select this option to deliver the ad to tablet users.
Mobile OS
You can show your ad to users who use a specific version of an operating system (iOS/Android). It is also possible to specify a range of OS versions.
Internet access
- Beeline
- MegaFon
- MTS
- Other
- Tele2
- Lifecell
- Kyivstar
- Wi-Fi
App installation status
- Currently installed: Show the ad to users who already have the app on their phones.
- Currently deleted: Show the ad to users who previously downloaded the app but then deleted it.
- Never installed: Show the ad to users who have never downloaded the app.
Common reasons ads are rejected
Incorrect link
Tip: For mobile app promotion campaigns you can only use the link to App Store and Google Play as a landing page.
No age rating
Tip: When configuring your ad campaign, specify the age requirements for your app in the "Age rating" section. You can find this information on your app's page in the store.
Unfinished sentences in the ad
When you paste an app link in your ad text, the app's name and description from the App Store or Google Play is loaded and displayed. If the app's name is longer than 25 characters, it will be displayed as an unfinished sentence. This type of ad will be rejected by moderators.
Tip: Check your text to make sure it fits the ad character limit. Edit your sentence so that it fits within the limit.
Tip: Check your text to make sure it fits the ad character limit. Edit your sentence so that it fits within the limit.
The ad contains interface elements and is misleading users
Tip: Avoid images that duplicate interface elements of advertising platforms and social media.
The app is compared with other products, and the ad uses their images
Tip: Describe your app's features using the interface and screenshots of the app itself.
The link doesn't generate enough conversions
Tip: To gain a minimum number of conversions (5 or more installs in the last 48 hours via one tracking link), launch a pay-per-impression or pay-per-click campaign first. Then, launch a new pay-per-install campaign with the same tracking link.
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