How did we do it?
Preparing for launch

We conducted an examination and made recommendations for improving the UX design of the product, which touched on its internal visual design, onboarding. For example, it was recommended to add the "login / trial period" button to all onboarding screens. They also gave a number of small recommendations: in particular, to show the phone with 100% charge in the screenshots, to center the magnifier. Universal App Campaigns (UAC) on the Google Ads platform became the main promotion tool. UAC is a self—learning system, to launch which a specialist only needs to determine the budget, specify the bid and geography, upload creatives. Even the system acts by itself.

At the stage of preparation for the launch of the universal campaign, the customer's application pages in stores were analyzed. This is important for the formation of unique product offers that need to be included in the UAC advertising texts, reducing them to 25 characters. We used texts that directly show the advantages of the user's application: a subscription to popular services or a type of content. So, during the release of new episodes of the popular series "Game of Thrones", we offered a subscription to the Amediateka service. We also broadcast special offers and favorable conditions: a free trial period, a lower subscription price than competitors.

Optimization of Universal App Campaigns

UAC needs to be trained, for this it is necessary to give it the opportunity to "make mistakes", show ads to different audiences in order to find the optimal result. At the same time, it is not worth saving. The budget of an advertising campaign should be calculated so that it will receive at least 50 conversions per day at a given price. After training, the price for the installation is likely to be lower than the rate you set. This means that UAC has found the optimal audience. With a limited budget, you can start gradually reducing the rate. Our experience has shown that it is impossible to change the budget and the rate by more than 10-15% per day, otherwise the system will start learning again.

For the first few days after launch, while the campaign is being trained, the conversion price may be higher than the target. This is normal, but there are ways to reduce CPI even in the learning process. For example, our tests have shown that it is better to launch new campaigns before the weekend in order to get to the target CPI faster. This applies to both old campaigns and brand new ads.

Also, you should not test videos on running campaigns. A new creative in an old campaign can lead to a surge in CPI, as the learning process has started anew.

Working with creatives

Based on the tests, we have identified a template of creatives that are best suited for advertising in UAC. They must contain:

- Clear USP (example: 7 days free)

- Only one app store button

- A short and concise story about the application (Watch your favorite movies and TV series)

- Age restriction

Since UAC is a fairly independent system where a specialist can only set a budget and a bid, we focus on creativity and experiments. Every month we test about 50 variants of creatives with various images and advertising texts.