Reducing VTA share to lower CPS

Federal jewelry
retail chain

Objective:

Reduce fulfilled-order cost and lower dependency on VTA traffic by moving toward more direct conversions

Tools:

In-App

Challenges

High buyer acquisition cost
A significant share of traffic (~81%) came through VTA channels

Objectives

Reduce fulfilled-order cost (CPS)
Reduce the share of VTA traffic
Reduce dependency on VTA traffic by shifting to more direct and faster conversions. Improve ROI and attribution accuracy.

Solution

Testing and implementing new creative formats: static banners, user-generated content (UGC) and Playable Ads.
UGC drove stronger trust and response from the target audience, while Playable Ads enabled interactive engagement and significantly improved conversion.

Optimization toward final actions, based on fulfilled-order data, made it possible to reduce the cost of real conversions rather than intermediate actions.

VTA traffic management. The launch used three sources: Moloco, Bigo Ads and Mintegral. After the first tests, we applied methods to reduce the impact of VTA traffic on overall metrics by reconfiguring attribution and optimizing placements. As a result, Moloco remained in the active mix.