Retargeting at Yandex.Direct: what is it and how to work with it correctly? These questions are of interest to novice professionals and entrepreneurs. Any online store owner wants more visitors, increased sales and increased conversion. It is to achieve such goals that retargeting is created.
The concept of retargeting in simple words
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. A likely customer unobtrusively receives information about a company, product or product.
By clicking on the link from contextual advertising, the user gets to the site for the first time and gets acquainted with its contents. Looks at pictures, reads texts, searches for the necessary information to make a decision. Ideally, the client makes a choice immediately, but in most cases leaves the site.
The company's task is to return the 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 the "Audience Selection Terms."
Retargeting advertises products, services or links to users who have previously visited the site and performed any actions there:
- added goods to the basket, but did not make an order;
viewed, but not bought;
etc.
The main task is to increase the effectiveness of advertising. With proper setup, conversion increases to 35% with the same user visiting the site a second or other time.
You need to deal with the principles of retargeting in order to understand what you are dealing with and how best to implement it. Setting up advertising tools must be conscious, then there will be results.
Retargeting in Yandex.Direct: examples
It’s difficult to get a potential customer back to the right site. The Internet is full of similar resources, and making a unique offer is increasingly difficult.
Retargeting reminds users of the existence of a site 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 to the target audience with minimal cost.
The retargeting workflow consists of three main steps:
The visitor visits the site and performs some actions and leaves.
He regularly sees contextual ads in YAN related to actions on that site.
Returns back to the site and makes a choice.
Testing the circuit in practice is easy:
- Find on Yandex an online bedding store.
Select a resource that has contextual advertising.
Browse through a few items, add one to your cart and leave the site.
After some time, this product will be present in ads on most other resources, in social networks and mobile games. If this happened, it means that retargeting in Yandex.Direct is perfectly tuned, the effectiveness of which is obvious.
This technology allows you to "pursue" 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 retargeting
Based on the study of user actions on the site. The visitor examines goods or services, looks through the catalog, filters by any signs, asks questions in support. On one of the products, it may linger longer than on the other, or even add it to the basket. However, he does not complete the purchase and leaves the online store.
There can be many reasons: someone was distracted, the Internet disappeared, another person needed advice, but there is only one result - the order is not executed.
Behavioral retargeting at Yandex.Direct, which is configured on the basis of what actions are performed by the user, begins to remind you of the existence of a site on all sites of YAN.
Contextual ads appear with the viewed product or with analogues at a low price. Promotions for this product or free purchase services are offered.
The main goal of behavioral retargeting is to return the user to the site and stimulate the purchase.
Retargeting Search
In its action, user requests in search engines are taken into account. 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 retargeting in Yandex.Direct. What is this, you can check by typing in the search 1-2 times “bedding”. After viewing several sites, after a while, similar announcements will appear everywhere:
The goal here is to attract users to the site and increase contacts with the brand. This increases store recognition and loyalty of potential customers.
Retargeting Benefits
The main advantage of retargeting is that the specialist sets up the display of advertisements based on the actions performed by the user. To deal with this issue is better 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 return and become more familiar with store 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. A man studied the product, but did not place an order and left. As a rule, this happens when customers are studying 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.
Product added to cart but no order. The task is to return the visitor to the checkout page. To convince to make an order will help a unique offer, which is difficult to refuse.
Goods 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 loyalty? With the help of contextual advertising, you can periodically remind about your store, talk about sales and make an ordinary customer a regular one.
Retargeting helps to stimulate visitors and potential customers at all stages, from product search to purchase.
The correct settings are:
will attract new contacts;
increase brand awareness;
transforming “cold” customers into “warm” ones;
increase conversion;
provide loyalty to the resource.
Retargeting in Yandex.Direct: types and tips for setting up
Two types of retargeting have already been described: behavioral and search. They also distinguish by audience:
The difference lies in who the ads will be 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 remaining actions cannot be completed.
Preparation for setup
Work begins with the registration of an account on Yandex. As soon as the mailbox appears, all other services will become automatically available.
Register on Yandex.Mail.
Create a counter on Yandex.Metrica.
Set up the Metrics counter.
Put it on the site before the closing </head> tag
Continue to customize retargeting.
You can create an advertising campaign in Yandex.Direct immediately or after setting up goals or segments.
Target retargeting - setting goals
Target retargeting in Yandex.Direct, the setting of which is based on the choice of target.
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.
Compound goal.
It is very important to determine the goals for which visitors will be “pursued”. For each type of resource, different parameters are set.
!!! Tip. For an online store, it is recommended to use at least three goals:
- the item has been added to the basket, the order has not been issued, it has left;
the customer visited the basket, but did not make an order;
began to place an order, but did not place it, left the site.
For an example, learn how to set up the goal “number of views”:
Go to Yandex.Metrica;
Click on “Settings” in the vertical menu on the left;
In the horizontal menu on the right, select "Goals";
Give a clear name (Visits to site pages);
Set the “View” parameter (3 - this means that retargeting ads will be displayed to all visitors who have viewed at least 3 pages of the site);
Check the box "Retargeting".
In this way, you can configure any goals for different conditions.
Segment retargeting - creating segments
Segment retargeting in Yandex.Direct is responsible for showing advertisements to a certain part of the audience. How to set up a segment - a small instruction will tell you:
- In Yandex.Metrica go to the reports.
Select "My Reports."
Click the "New Report" button.
In the upper panel, specify the reporting period (the default is one month).
The condition “Visits of which ...” + is established.
Select the Behavior condition.
Set the category "Time on site".
Specify "More than 45 seconds."
Save the report.
Thus, the segment of visitors who have been on the site for more than 45 seconds is configured. They will show ads that are created for this audience.
You can segment visitors by various characteristics, for example:
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 Metric is a prerequisite. A result-oriented advertising campaign should contain a goal and a segment, combining several conditions.
Ad Campaign and Retargeting Ad
Now that the goals and segments are formed, you need to create an advertising campaign. To do this, go to the Yandex.Direct section.
Here the work goes with the already created campaign, or a new one is set up. Creating and setting up the first advertising campaign is a separate story. Learn this question yourself, because in this article we are talking about such a tool as retargeting in Yandex.Direct.
How to set up ready-made ads? This technology applies only to YAN, therefore, in the advertising campaign, you should choose the "Independent management for different types of sites" delivery strategy and disable impressions on search sites.
Next, an advertisement is created . There are no strict rules; text, links and images are used. Pick a headline that will attract the attention of the visitor, write an ad and add an interesting picture.
Adding retargeting conditions
This item is an important step towards success. Its settings are located in the same section just below. By default, no conditions are specified; you must click the Add button.
First, we answer the question: groups of conditions (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 for the user to fulfill the conditions of the group in one session of visiting the site:
At least one thing has been done - this means that the user hit a segment or reached a goal in one session.
Everything is done - the visitor belongs to a given segment and at the same time has reached a certain goal (for example, a man 35-40 years old made an order).
Not a single one was completed - the client did not enter the segment and did not fulfill any goals.
Once you’ve selected a group condition, add goals and segments.
The next step is to establish the period for achieving the goal. The best option is a period of 10 to 20 days. It turns out that advertisements will be shown only to those visitors who achieved the goal in 10–20 days, later results (a month, two, three ago) will not be taken into account.
The final step is betting.
Customers who arrive by retargeting ads are already “warm”, so you can set bids higher, but not less than YAN. Price depends on budget, line of business, audience reach, and so on. It is impossible to give specific advice on how much to set per click.
Set a bid and save your settings. Now we can safely say that retargeting is done in Yandex.Direct. Setup completed.
Total
Retargeting at Yandex.Direct is a technology that allows you to "catch up" with visitors, motivating them to take any action. For online stores, it is important for the customer to place and pay for the order, for landings it is necessary to create an application and the like.
Properly configured goals and segments in Yandex.Metrica help to address ads to the most suitable audience, saving money on impressions to “cold” customers.
It is especially recommended for those who fight for sales and applications by all methods. Well-designed retargeting conditions increase website conversion up to 30%, as well as attract new customers and make the brand more recognizable. One cannot but agree that constantly appearing ads will not let you forget about the company.