How did we do it?
Preparing for launch

We analyzed the market and competitors' approaches, as well as the client's previous digital activity. Based on the information received, we developed the first concept of creatives and launched traffic. The main one was made on Facebook: based on our experience, the conversion to a target action is usually higher on this site than on others.

CPI, CR from installation to trip and the cost of a unique trip were analyzed as the main metrics for analyzing the effectiveness of campaigns.

Stage 1. Launching Facebook and myTarget
October 2019

The conversion rate for the trip was at a good level for paid traffic in the taxi segment, but the price of installation on Facebook turned out to be too high: 300% higher than planned. In this regard, we tested another platform — myTarget, but saw the opposite situation. The price for the installation decreased, but the cost of the order was several times higher.

Since our main goal was to increase the number of unique trips, we abandoned working with myTarget and returned to the original plan — to testing Facebook, where there was the greatest conversion per trip, but it was necessary to reduce the price for installation.

Stage 2. Reducing the cost of installing on Facebook by testing creatives
November 2019

To reduce the cost of purchasing traffic, we started developing new concepts of creatives.

Based on the test results, we identified several general recommendations for more effective creatives. They should not be overloaded with elements and colors. The association with taxis works well — for example, checkers, yellow.

Having developed and tested about a dozen new concepts, we managed to reduce the installation price in eight regions by half, and the campaigns in Moscow and St. Petersburg have reached payback. But the cost of installation by region was still higher than planned.

The cost of installation in Moscow and St. Petersburg reached the planned targets, and in order to fully achieve the plan, it was necessary to reduce the CPI by region. Therefore, at the next stage we concentrated on working with the regions.

Stage 3. Reducing the cost of installation in the regions
December 2019 — January 2020

Ads were practically not shown due to the small coverage and the installation price was still high. One of the solutions was to combine advertising campaigns, but it was important for us to track the statistics on promotion in each individual city, so we began to look for another way out.

Tested the following measures:

- we combined different ad formats: for example, uploading video creatives and a banner in one campaign

- minimized audience overlap: test new targeting in new campaigns, update creatives and change bids to expand the audience

- we worked with budgets and rates: gradually increasing and gradually reducing rates, without sudden jumps or stops.

Final results
October 2019 — January 2020

Painstaking work on creatives, targeting, regular testing of new hypotheses and optimization of campaigns helped us achieve good results.