Retargeting in "Yandex. Direct": what is it and how to work with it? These questions are of interest to beginners and entrepreneurs. Any owner of an online store wants more visitors, more sales and more conversions. It is to achieve such goals that retargeting was created.
The concept of "retargeting" in simple terms
A popular tool for promoting a company's website is contextual advertising. Users see a small message that appears based on interests and search queries. Probable customer unobtrusively receives information about the company, product or product.
By clicking on a link from contextual advertising, the user enters the site for the first time and gets acquainted with its content. Looks at pictures, reads texts, looks for the right information to make a decision. Ideally, the client makes a choice immediately, but in most cases leaves the site.
The task of the company is to returnthe user with the decision. At this point, retargeting in Yandex. Direct is included in the work. This technology allows you to return potential customers back to the site. Currently called Audience Selection Terms.
Retargeting advertises products, services or links to users who have previously visited the site and performed any actions there:
stayed on the page for more than 1 minute;
added item to cart but didn't place an order;
- viewed but not bought;
- and so on.
The main task is to increase the effectiveness of advertising. With proper setup, the conversion increases to 35% with the same user visiting the site for the second and other times.
You need to deal with the principles of retargeting consistently in order to understand what you are dealing with and how best to implement it. Setting up advertising tools should be conscious, then there will be results.
Retargeting in Yandex. Direct: examples
Returning a potential client back to the right site is difficult. The Internet is full of similar resources, and it's getting harder to make a unique offer.
Retargeting reminds users of the site's existence in the Yandex Advertising Network (YAN). The YAN system includes tens of thousands of sites on websites, in mobile and Smart TV applications. Depending on the settings, you can get thousands of impressions per day of the target audience with minimalcosts.
The retargeting scheme consists of three main stages:
- The visitor enters the site and performs some actions and leaves.
- He regularly sees contextual ads in YAN related to activities on that site.
- Goes back to the site and makes a choice.
Checking the scheme in practice is easy:
- Find an online bed linen store in Yandex.
- Select a resource that has contextual advertising.
- View multiple items, add one to your shopping cart and exit the site.
After a while, this product will appear in ads on most other resources, in social networks and mobile games. If this happened, it means that retargeting in Yandex. Direct is perfectly configured, the effectiveness of which is obvious.
This technology allows you to "stalk" a potential client with contextual advertising while he visits other sites or uses search engines.
What types of retargeting exist
There are two types of retargeting according to the principle of operation:
- behavioral;
- search engine.
Behavioral retargeting
Based on the study of user actions on the site. The visitor explores products or services, browses the catalog, filters by any signs, asks questions in support. On one of the goods, he canlinger longer than others, or even add it to your shopping cart. However, he does not make a purchase and leaves the online store.
There can be many reasons: someone distracted, the Internet disappeared, another person's advice was needed, but the result is the same - the order was not placed.
Behavioral retargeting in Yandex. Direct, which is configured based on what actions are performed by the user, begins to remind you of the existence of the site on all YAN platforms.
Contextual ads appear with the product being viewed or with analogues at a low price. There are promotions for this product or free services with purchase.
The main goal of behavioral retargeting is to bring the user back to the site and encourage them to buy.
Search retargeting
It takes into account user requests in search engines. Based on what a person is looking for, advertisements are selected. These offers are displayed on the pages of the search engine, as well as on other resources and sites.
We are considering search retargeting in Yandex. Direct. What it is, you can check by typing “bedding” 1-2 times in the search. After browsing several sites, after a while, similar ads will appear everywhere:
- buy 25% off satin bed linen;
- bed linen (Ivanovo) at a bargain price;
- and so on.
The goal here is to drive users to the site and increase exposure to the brand. This increases the visibility of the store and the loy alty of potential customers.
Benefits of Retargeting
The main advantage of retargeting is that the specialist adjusts the display of advertisements based on the actions performed by the user. It is better to deal with this question with specific examples.
- Normal visit to the site (the visitor opened 1–2 pages and spent some time on them). In this option, you should think about retargeting in Yandex. Direct: how to set it up so that customers come back and learn more about the store's offers? All attention is paid to the site itself, so that the user opens the main page or directory
- View sections with specific products or services. The person studied the product, but did not place an order and left. As a rule, this happens when customers study offers from different stores. In this case, retargeting will help to attract the attention of the buyer to the desired product with the help of promotions, discounts, gifts or bonuses.
- Item added to cart but no order. The goal is to bring the visitor back to the checkout page. A unique offer that is hard to refuse will help convince you to place an order.
- Product purchased or service ordered. At this stage, the task of such a tool as retargeting in Yandex. Direct is how to set up impressions in order to maintain customer loy alty? With contextual advertisingyou can periodically remind about your store, talk about sales and make an ordinary customer a permanent one.
Retargeting helps to stimulate visitors and potential customers at all stages, from product search to purchase.
Correct settings:
- will attract new contacts;
- will increase brand awareness;
- transform cold clients into warm clients;
- increase conversion;
- will ensure loy alty to the resource.
Retargeting in Yandex. Direct: types and setup tips
Two types of retargeting have already been described: behavioral and search. They also discriminate by audience:
- Target.
- Segmental.
The difference lies in who the advertisements are shown to. Each of them requires certain settings, on which the result depends. But the preparatory stage is the same in both cases; without it, the rest of the steps cannot be completed.
Preparing for setup
The work begins with the registration of an account on "Yandex". As soon as the mailbox appears, all other services will become automatically available.
- Sign up for Yandex. Mail.
- Create a counter on Yandex. Metrica.
- Set up the "Metrics" counter.
- Put it on the site before the closing tag
- Go to retargeting setup.
You can create an advertising campaign in "Yandex. Direct" immediately or after setting goals or segments.
Targeted retargeting - goal setting
Targeting retargeting in Yandex. Direct, the setting of which is based on the choice of a goal.
The goal is the user's action on the resource, which leads to the desired result. "Yandex. Metrica" allows you to set 4 types of goals:
- Number of views.
- Visit page.
- javascript event.
- Composite target.
Here it is very important to determine the goals for which visitors will be "pursued". Different parameters are set for each type of resource.
!!! Advice. For an online store, it is recommended to use at least three goals:
- product added to cart, order not completed, left;
- the customer visited the cart, but did not place an order;
- started to place an order, but did not checkout, left the site.
For an example, learn how to set up a view count goal:
- Go to "Yandex. Metrika";
- Click on "Settings" in the vertical menu on the left;
- In the horizontal menu on the right, select "Goals";
- Give a clear title (Visits to site pages);
- Set the "View" parameter (3 - this means that retargeting ads will be shown to all visitors who have viewed at least 3 pages of the site);
- Check the "Retargeting" box.
In this way, you can set any goals for different conditions.
Segment retargeting - creating segments
Segment retargeting in Yandex. Direct is responsible for displaying advertisements to a certain part of the audience. How to set up a segment - a small instruction will tell you:
- Go to reports in Yandex. Metrica.
- Select "My Reports".
- Press the New Report button.
- On the top panel, specify the report period (month is set by default).
- The condition “Visits of which…” is set +.
- Select the Behavior condition.
- Set the Time on Site category.
- Enter "More than 45 seconds".
- Save the report.
This sets up the segment of visitors who have been on the site for more than 45 seconds. They will see ads that are created for this audience.
You can segment visitors by various characteristics, for example:
- by age;
- semi;
- location;
- quantitytime spent on the site, etc.
You can compose them yourself or use ready-made options offered by Yandex. Metrica.
- New visitors.
- Returning visitors.
- Search traffic, etc.
The presence of segments in "Metrica" is a mandatory condition. An advertising campaign that is aimed at results should contain a goal and a segment, combining several conditions.
Ad campaign and retargeting ad
Now that the goals and segments have been formed, we need to create an advertising campaign. To do this, go to the "Yandex. Direct" section.
Here we are working with an already created campaign, or setting up a new one. Creating and setting up the first advertising campaign is a different story. Study this question yourself, since this article deals with such a tool as retargeting in Yandex. Direct.
How do I set up ready-made ads? This technology applies only to YAN, so in the advertising campaign you should select the display strategy "Independent management for different types of sites" and disable impressions on search sites.
Next, an advertisement is created. There are no strict rules here, text, links and images are used. Choose a headline that will grab the visitor's attention, write an ad, and add an interesting picture.
Adding conditionsretargeting
This item is an important step towards success. Its settings are in the same section just below. Conditions are not set by default, you must click the "Add" button.
First, let's answer the question: condition groups (retargeting in Yandex. Direct) - what is it and how to choose them?
Groups combine several parameters of goals and segments into one of the specified conditions. They are divided into three types according to the user fulfilling the conditions of the group in one session of visiting the site:
- At least one completed - this means that the user hit the segment or achieved some goal in one session.
- All completed - the visitor belongs to a given segment and at the same time achieved a certain goal (for example, a man aged 35–40 placed an order).
- None completed - the client did not enter the segment and did not complete any goals.
After choosing a group condition, add goals and segments.
The next step is to set the target period. The best option is a period of 10 to 20 days. It turns out that advertisements will be shown only to those visitors who reached the goal in 10-20 days, later results (one, two, three months ago) will not be taken into account.
Final step - stakes
Customers who arrive through retargeting ads are already “warm”, so you can set bids higher, but not less than YAN. The price depends on the budget, activities, audience coverage, and so on. It is impossible to give specific advice on how much to charge per click.
Set a bid and save your settings. Now we can safely say that retargeting has been done in Yandex. Direct. Setup completed.
Result
Retargeting in "Yandex. Direct" is a technology that allows you to "catch up" with visitors, motivating them to take some action. For online stores, it is important that the client places and pays for the order, for landings it is necessary to create an application and the like.
Properly configured goals and segments in Yandex. Metrica help target ads to the most appropriate audience, saving money on impressions to "cold" customers.
Especially recommended for those who fight for sales and applications by all means. Well-designed retargeting conditions increase website conversion up to 30%, and also attract new customers, make the brand more recognizable. One cannot but agree that constantly appearing ads will not let you forget about the company.
