As a result, in three months we have increased the activation of bank cards many times over, reactivated the channel
and reduced the cost of card activation in the media split.
Gazprombank is one of the largest universal banks in Each campaign had five Russia, which traces its history back to 1990. The bank provides a
wide range of banking, financial, investment products and services to corporate and private clients, financial institutions, institutional and private investors.
Goal, KPI and campaign timeline: Each campaign had five
The team’s goal was to attract the maximum number of applications for a Gazprombank debit card on the website at
the minimum application cost and minimum card activation price.
The campaign ran from July 1 to September 30, 2024.
Mechanics and tactics of promotion:
To achieve this goal, the VK buying team launched three campaigns on the VK Advertising platform with identical
settings but different creative formats: carousel, static banner and video.
Example of a creative
Each campaign had five ad groups with different targeting. . However, there were a number of other differences:
- Advertisements from the first group were shown to those who had previously searched for information about th
During the promotion, we optimized the settings for geo- and socio-demographic targeting: we excluded audience
segments that received many ad impressions but did not generate targeted actions (or generated them at too high a cost).
Alexandra Golovacheva, Head of Internet Marketing Department Product, Gazprombank: Each campaign had five
“We were pleasantly surprised by the video creatives on VK, as they showed better results
compared to static banners and carousels – in the end, they were the only ones left in
rotation.
Two more factors also played a key role in the success of the campaign. Firstly, at the
beginning of the work we took narrow, but extremely targeted audiences. And creating
duplicates of the advertising campaign helped to scale. Partly due to this, we managed to
receive so many applications. Secondly, the VK team constantly monitored the results of the
campaigns, made timely and balanced decisions on optimization.”
We chose “Minimum price” as the bid strategy. We limited the liberia business email list daily budget to the planned cost of one conversion (the cost of conversion from contact with an ad to the application for a card). We optimized the budget at the ad group level.
The campaigns were optimized for the target action – completing the second stage of applying for a debit card on the Gazprombank website (entering passport data).
Liliya Yakhina , Head of Media Buying Team , VK
“We aimed to achieve the best results by focusing on the advertiser’s KPIs and, first of all,
achieved this by testing different audiences, optimization methods and formats.
In this launch, video creatives performed well, allowing us to reduce CPA and hit the promotion KPI.
Results
In three months of promotion in VK Advertising, we those people functioned perfectly managed not only to reach the target values of the application and
activation cost, derived from the placement at the beginning of 2024, but also to exceed them. We received applications
7% cheaper than planned, and debit card activations were 3% cheaper. This indicates the high efficiency of the chosen strategy.
Shumilova Alina , specialist in targeted advertising, digital agency icontext
“Tripartite cooperation with VK experts review b and the Gazprombank team allowed us to work with both custom key sets and audiences based on bank client data. Interesting conclusions were made about the effectiveness of video formats in general and VK Clips in particular for achieving performance goals.