Best practices for retargeting in Yandex.Direct

shammis606 · Post by **shammis606** » Sun Jan 12, 2025 6:11 am

In today's business environment, where competition is at its highest, companies must find ways to retain and return customers. One effective strategy for this is retargeting. In this article, we will look at the best practices for retargeting in Yandex. Direct, which will help take your marketing campaigns to the next level.

What is retargeting ?

Retargeting is an online advertising technology office 365 database that allows you to interact with users who previously visited your site but did not perform the target action (for example, a purchase). The main goal of retargeting is to return these visitors so that they complete the action they started.

Main types of retargeting

Yandex.Direct has several types of retargeting that allow you to fine-tune your advertising campaigns:

1. Classic retargeting – showing ads to users who have already visited your site.

2. Retargeting users with specific actions – setting conditions under which advertising will be shown to those who have performed specific actions on the site (for example, viewing a specific page or adding an item to the cart).

3. Lookalike audiences (Similar segments) – creating lists of users whose behavior or interests are similar to those who have already made purchases or other target actions on the site.

Preparing to launch retargeting

Before you begin setting up your retargeting campaign, there are a few preparatory steps you need to take:

Installing Metrics

To implement retargeting in Yandex.Direct, you need to install Yandex.Metrica on your site . This tool will allow you to track user behavior, collect data, and segment your audience.

1. Create a counter . Go to the Yandex Metrica website, create a new counter and get a unique code.

2. Placing the code on the site . Insert the received code on all pages of your site.

3. Setting up goals . Identify key actions that users should perform on your site and create goals in Yandex Metrica to track them.

Setting up retargeting in Yandex.Direct

Creating segments

Creating segments is one of the key steps that allows you to target specific groups of users who have shown different levels of interest in your product or service.

1. Go to Yandex.Metrica .

2. Create a segment . Based on the data collected by Metrica, set the conditions for audience segmentation. For example, users who added a product to the cart but did not make a purchase.

3. Save segments . Make sure all segments you created are saved and ready to use in your advertising campaigns.

Setting up a campaign in Yandex Direct

1. Create a new campaign . Log in to Yandex.Direct and create a new campaign, selecting the type " Text and image ads".

2. Selecting segments . When setting up display conditions, select previously created segments from Yandex.Metrica.

3. Create ads . Design ads specifically targeted to each user group. It is important that creatives are as personalized as possible and reflect the user’s interests or actions on the site.

4. Set up your budget and schedule your ads . Set your daily and weekly budget limits and schedule your ads to reach your audience as much as possible.

Campaign Optimization

Setting up retargeting doesn’t end with launching campaigns. It’s important to regularly analyze the results and make adjustments to improve efficiency.

Data Analysis

Use Yandex.Metrica and Yandex.Direct reports to analyze user behavior, ad effectiveness, and segments. Pay attention to such indicators as CTR , conversion cost, total profit, and other key metrics.

Testing and adjustments

1. A/B testing ads : Create multiple versions of ads for the same segment and test them to see which one produces the best results.

2. Audience analysis . Regularly check how audience segments are changing and adjust campaign settings according to new data.

3. Updating creatives . Constantly work on improving the visual and text elements of your ads to make them more attractive and relevant.

Conclusion

Retargeting in Yandex.Direct is a powerful tool for returning potential customers who have already shown interest in your product or service, but for some reason did not make a purchase. Using the practices described above, you can set up your retargeting campaigns in such a way as to achieve the highest quality results and significantly increase the conversion of your business.