Haier ranks among the world's leading home appliance manufacturers, holding prestigious awards and international recognition. With successful sales across multiple countries including Russia, Haier tapped VK Ads to promote their Russian online store app. The app lets users purchase appliances, control smart home devices, and access loyalty program perks like discounts and free delivery.
- RUB 36CPI
Promotion goals
The campaign focused on driving app installations from April 1 to September 30, 2024.
Performance was measured using three metrics:
- CTR (click-through rate) – exceed 1%
- CPC (cost per click) – stay under RUB 7
- CPI (cost per install) – remain below RUB 100
Mechanics
SF.RU’s team launched campaigns using static banners with four distinct messages highlighting the app’s key value propositions: discounts, promotions, smart home device control, and other benefits.
The initial targeting cast a wide net – all Russian men and women across age groups – then refined through key phrase targeting using branded and category keywords like "haier", "haier online", "buy refrigerator", and "refrigerator price".
The team selected the cost cap bidding strategy to stay under the RUB 100 install target while leveraging the platform’s algorithm to find users most likely to install. The budget was optimized at the campaign level, with daily spends of RUB 1,000–3,000.
Each campaign combined one targeting parameter with four different ad variants, running across all placements except video platforms.
Campaign optimization
Week one results fell short: installations were sparse and costs hit RUB 1,000 per install.
The team pivoted with comprehensive changes:
- Switched to automatic placements with auto-search functionality
- Simplified to one targeting parameter and one ad per campaign (down from four ads)
- Adopted lowest cost strategy with automatic platform placement
- Dropped key phrase targeting entirely
- Narrowed age targeting to 25–75 years
- Added "18+" content marking to creatives
- Moved to ad set-level budget optimization, with each set using one targeting parameter and four ads
These adjustments dropped Android CPI to RUB 86 by month’s end.
Additional optimizations followed:
- Geographic refinement: targeting only cities where users actually installed the app
- Dynamic graphic implementation
- Video format testing with key search queries
- Interest targeting: home appliances and real estate
Results
The Haier campaign showcased how persistent optimization and detailed analytics drive exceptional outcomes. By campaign close, Android app installs cost just RUB 36 each. Compared to launch performance, the team attracted 64% more new users while hitting their target CTR and CPC benchmarks.
Source: SEOnews.ru
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