Selecting retargeting conditions. How it works

Retargeting and audience selection is a way to show ads only to users who are interested in you. For example, those who visited the site and added an item to the cart. You can select a group of users using Yandex.Metrica and Yandex.Audience.

Ads for retargeting and audience selection will be shown only in networks (YAN and external networks).

Limitation.

Ads that deal with sensitive topics (for example, some aspects of medicine, adult dating, romantic gifts and surprises) are not shown by retargeting and audience selection.

The retargeting and audience selection condition is a combination of Yandex.Metrica goals/segments and Yandex.Audience segments, which can be used to describe the audience you are interested in. To create conditions, you need to configure work with these services. Yandex.Metrica Yandex.Audience

Create the segment you need in Yandex.Audience. For example, you can highlight:

• clients whose data is in your CRM;
• users of your mobile application;
• people who regularly visit your chosen locations or are currently there;
• users similar to your customers in their online behavior.

Learn more about Yandex.Audiences. \n

How to create a condition for retargeting and audience selection

Retargeting and audience selection conditions can be added on the page for creating or editing an ad group. You can select a condition from the list of previously created conditions or create a new one.

To create a new condition, select Retargeting and audience selection→Add. In the window that opens, click +Add condition.

A condition can consist of one or more sets of rules (no more than 50), combined with the “AND” operator. In one set you can use Yandex.Metrica goals/segments, Yandex.Audience segments, or both (no more than 250). Remember, the more rules in the condition, the smaller the audience coverage.

For each Yandex.Metrica goal or segment, set a period from 1 to 90 days. Ads will be shown to audiences who have completed specified condition for this period. Yandex.Audience segments are regularly and automatically updated, so they always contain up-to-date data about users.

All created conditions can be viewed on the page My campaigns → Retargeting and audiences. Once you create a condition, you can add it to any ad group in one or more campaigns.

Note.

You can create no more than 2,000 retargeting and audience selection conditions per account. You can add a maximum of 50 conditions to an ad group.

You can edit a previously created condition. To do this on the page My campaigns → Retargeting and audiences click on the title the desired condition and make changes. You can also create a new condition based on changes made by pressing Save as new.

The deadline for completing a goal or getting into a Yandex.Metrica segment can be set in a certain time interval.

Example of specifying a period

For example, you need to set the period from 7 to 14 days ago. To do this, create two sets. In the first set, add a goal with a deadline of 14 days and a condition At least one completed, and in the second - with a period of 7 days and the condition None completed.

If you combine several goals in Yandex.Metrica, only visitors who completed all these goals in one visit will be included in the sample.

An example of a combination of Yandex.Metrica goals

For example, if a segment is created in Yandex.Metrica with two completed goals and “Order a product at a discount”, the sample will include site visitors who managed to familiarize themselves with the promotion and order a product at a discount in one visit.

To reach those who completed both actions regardless of time, create two separate conditions in Yandex.Metrica “Visiting a promotion page” And “Order a product at a discount” and combine them already in Direct.

You cannot create a goal with a negative condition in Yandex.Metrica - create a goal with a positive condition and add a negation in Direct.

Setting bets

Retargeting and audience selection conditions allow you to find users who can be considered yours potential buyers(for example, they were already on the site). By increasing your retargeting and audience ad bids, you can reach more interested users and show them more relevant ads. You can set a bid for each condition if you are using a manual bid strategy.

You can also increase or decrease your bid when your ad is shown using adjustments. For example, visitors who were interested in expensive products or services may be considered a more valuable audience. For such a group, it makes sense to bid higher to get more traffic.

Retargeting (remarketing) is a tool for displaying advertising to people who have previously visited your website.

In this article, you will learn how to set up retargeting in Yandex Direct using our step-by-step guide.

To “gather a retargeting audience,” you need to use the Yandex Metrics counter.

If Metrica is missing, installing it will not take much work; for this you need:

• log in (registration or login)
• create an informer (in the “Add counter” section, enter the required data)

• carry out initial setup
• add code to the site
• check the operation of the meter

Read detailed information about installing Metrica! Having found out what retargeting (remarketing) is, you can begin to define its goals.

Determining retargeting goals in Yandex Direct

Retargeting in Yandex Direct is most often used as an addition to main advertising projects, but at the same time it is indispensable when it is important to return potential client.

Thus,

• The first goal of retargeting is to “pressure” the visitor, push him to buy a product or order a service.
• the second main goal is to offer a number of products/services to a person who has already completed the target action in your online store. The main advantage of such advertising is that the person is already familiar with the store and trusts it, therefore, most likely, they will prefer it again.

If you need to achieve several goals at once, create different retargeting campaigns.

When will it not work to use retargeting in Yandex Direct?

Yandex Direct remarketing cannot be used in all cases.

For example, if the settings of advertising campaigns that use retargeting have disabled impressions in YAN. Retargeting only works in affiliate network Yandex and such an ad will not appear on a user’s request in a search engine.

It is also prohibited to use retargeting if your ads are related to medical topics or adult products. Such content is not acceptable for retargeting.

How to link Metrica and Direct

First, you need to make sure that the installed Yandex Metrics counter is working correctly on your pages. If the counter was created on the account from which remarketing will be placed, then Direct and Metrica are already connected.

If campaigns and the Metrica counter are located on different accounts, then you need to open Direct access for the counter. To do this you need:

1. Open Yandex Metrics settings, click on “Access”
2. Click on “Add user” and enter login (account name)
3. Enter a comment (not mandatory, but helps to personalize the user) and click “Add”

How to Create Audiences for Retargeting

To set up audiences, you can use Metrics tools such as “Goals” and “Segments”.

Working with Goals begins with settings in Metrica, going to the “Goals” tab and clicking on the “Add goal” shortcut.

You can use one of these options:

• number of views (indicates a certain number of pages viewed by the user)
• visit desired page(for example, “Thank you for your purchase”, if you need to send an advertisement to a person who has already completed the target action)
• JavaScript event (the action performed by the visitor is selected, for example, clicking on “Order” or “Feedback”)
• composite goal (the desired sequence of actions of the site guest is selected), consists of 2–5 possible steps

For example, you need to retarget people who visited the “sofas” section. To do this, you need to specify the name of the goal and check the “Retargeting” checkbox. Next, select the “Page Visits” type and specify in the condition: “url: contains /divany/”. And finally click on “Add goal”.

"Segments"- a modern innovation from Metrica 2.0, which is designed to highlight a certain contingent from the crowd of site guests. For example, you need to run an ad for residents of Paris - old site visitors who viewed the large sofas page and did not make a purchase. To do this you need:

• go to any of the Metrica reports
• add a promotion region, for example Paris

• select guests who viewed the large sofas page, as well as those who did not make a purchase

• save the segment by calling it “Old visitors / Paris / Large sofas / 0 purchases

As a result, this segment can be used as a parameter for retargeting, which, in turn, becomes personalized (dynamic). It is important that in Direct you can connect retargeting only to individual ads, and not to the campaign as a whole.

Preparation of proposals for advertising

Yandex remarketing is very different from regular ones advertisements and this is important to consider when creating proposals. Retargeting will be seen by people who are already familiar with your site, but for some reason have not completed the targeted action. Therefore, there is no point in offering them the same thing in the same form.

How then to prepare a workable proposal?

Use the following types of effective sentences:

1. If you want to offer the same product/service, you can:

• offer a certain discount
• focus on very fast delivery
• increase the warranty period
• interest in an individual approach to problem solving
• come up with special bonuses

2. If you want to offer another product/service, you can present:

• cheaper/more expensive products from the same category
• other goods/services at the same price
• unique model
• more masculine/feminine style, etc.

3. If you want to offer to subscribe to the newsletter, you can submit:

• catalog of goods/services with price list
• discount promo code
• special books, etc.

What do we get as a result?

• The first is structure advertising campaign. All of the above goals are unique advertising campaigns. At the same time, audience segments are groups of ads that are compiled individually and in different variations.
• The second is point sentences. Dividing the audience into segments and creating different offers increases advertising effectiveness. After all, there is no point in sending the same offer to everyone, without taking into account their needs.

Preparation of advertisements

• Headings. Their length should not exceed 35 characters. To control the length of the title, special formulas are used: LENGTH (for Excel); and Len (for Google Sheets).
• Announcement text. Its total length should not exceed 81 characters. It is important to consider that the message sent to the client has only a few seconds to attract attention and motivate them to follow the link. Therefore, it is necessary to load the maximum semantic load into the text and specifically call for action.
• Links. They are an additional link in the advertisement. Maximum amount limited to four pieces. Their purpose is not only to redirect a person to the site, but also to increase the visibility of the ad - expansion. It is important that the link reads as an addition: “Website promotion in the CIS”; “Direct link to the site”, etc. Through links you can also indicate some benefits: “35% discount”.
  Link length must not exceed 30 characters, and all links must be less than 66 characters in length. The quick (auxiliary) link should lead the client to the same page to which the main (main) link of the ad redirects.

When filling out the advertising table, be sure to take into account the client’s benefits - why should he click on the link? Don't limit yourself to one ad - create 4-5 for each segment and experiment, analyze the results, choose your best campaigns.

Preparing pictures and photographs

Advertising campaigns in YAN produce results, to a large extent, because of high-quality pictures - they are more important than text. Therefore, you will have to devote a lot of time to their preparation. When working with images for ads, it is important to keep these basic rules in mind:

1. You should not download photos to Google or Yandex, this can lead to a violation of property rights. It is better to use your own or purchased pictures ( paid services greatly facilitate the search for the required thematic image)
2. Pictures must be of sufficient quality and very clear
3. Images should not be limited to standard (familiar) objects. It is better to use creative, original, non-standard photos that differ from clichés and will attract the attention of the visitor
4. The photo may have text, which should not exceed 20% of the entire image. It is important that the text is readable against the background of the picture

There are generally accepted technical requirements to images:

• The photo volume should not be higher than 10 MB
• Acceptable image formats are PNG, GIF, JPG (uploading animated GIF image It is important to know that only the first frame is saved; You can't upload videos)
• aspect ratio can vary from 1:1 to 4:3 (standard), as well as 16:9 (widescreen)
• Some advertising campaigns are required to have widescreen images
• image sizes: standard - 450–5000 pixels; widescreen - from 1080×607 5000×2812 pixels

It is recommended to use 2 formats for each photo (both regular and wide format). First, an ad is created with a large-format photograph. Then we create a copy of the ad, where we leave the test the same and replace the image with the same one, only in a standard format.

Using Yandex Direct, you can create an image ad. To do this, you need to use an internal constructor or create one yourself.

Preparing UTM tags

UTM tags are tags that complement the site address to allow analytics tools to collect necessary information about the traffic source. They can be prepared either manually or using special designers(eg URL builder from Google Analytics or UTM Tag Composer).

Setting up ads

After familiarizing yourself with the preparatory stage, you can begin to directly set up your ads. Let's first look at the creation of text and graphic advertisements. To create them you need:

Your ad set is now ready. Then you can create any other groups using a similar scheme. To do this, you need to click on “Add ad group”, or submit for moderation if necessary groups have already been created.

To launch an image ad when creating retargeting in Direct, you need to do separate group ads to the same audience segment. For this you will need:

1. Go to “Add ad group” and name them.

2. Click “Add” and create new ones using the prepared template or create a new creative.

Important: When creating an image ad for maximum coverage, you should not exclude any formats in the designer.

All image ads contain the following elements:

• "Background picture";
• “Main text” (up to 36 characters - main heading);
• “Button” (up to 17 characters, you can choose any color);
• “Tone” (highlight the text and the demand for the product/service will increase);
• “Logo” (if you do not upload the logo, the web resource address will appear in its place);
• “Additional text” (up to 43 characters);
• “Domain” (will be shown if no logo is selected);
• “Age restriction” (for example, “children from 6 years old”);
• "Warning" (eg explosive);
• “Legal information” (up to 700 characters; it is not recommended to ignore this item).

3. Fill text information- enter headings in the “Body text”, enter a call to action in the button text.

4. Upload logo. If we don’t use a logo, add a domain (up to 26 characters)

5. Enter “Additional text” (we shorten the text from the ad), for example, you can remove the call to action.

6. Set or select age restrictions, warnings, and legal information (as appropriate).

7. Add an image (you can upload or select a previously used one, or go to the Yandex Direct library).

8. Crop the image to the desired format using Preview.

9. Adjust color settings

10. View all ready-made advertisements using the “Show all” function and click “Create” if everything is satisfactory

11. Select creatives, enter website address

12. Select the audience segment for which the created ads are intended

How to set up a retargeting campaign

You can set up a remarketing campaign for a category in several steps:

1. Defining Settings
2. Creating ad groups (text-graphics and graphics)
3. Selecting conditions for selecting an audience (goals and segments created at previous stages)
4. Audience name
5. Determining the desired cost per click

To set up remarketing for the abandoned cart page you need to:

1. Create a remarketing list (make a test purchase)
2. The page where the purchase is successful must be excluded from the list
3. Select a product/brand/category to promote
4. Add key phrases and remarketing list in targeting
5. Leading guests to the right page

Conclusion

Retargeting in Yandex Direct - great way return a potential client to the site or invite him to buy/order even more goods/services.

To create retargeting you need:

• Installing the Metrica counter
• Connection between Metrica and Direct
• Setting up goals and/or segments in Metrica
• Creating advertisements and launching a company

Follow the basic rules and tips for creating a campaign to “bring customers back to the site”, and it will certainly bear fruit!

This year, Yandex Direct developers took a big step forward, first launching open testing of retargeting technology, and later providing all advertisers with access to this tool. Detailed information Read about the innovative tool for advertisers, its settings and how to use it below.

First, briefly about the technology, retargeting(eng. retargeting - retargeting) is a technology that allows you to customize impressions contextual advertising on thematic platforms to users who have already visited your site. The condition for displaying ads is the achievement or failure to achieve certain goals on the site. To track goals, the Yandex Metrica counter is used.

Retargeting - what is it and what is it used for?

Customers who left the site at one of the stages of the sales funnel can now not only be returned to the site, but also converted into buyers by reminding them about abandoned carts or informing them about discounts and promotions through Yandex Direct advertising. And also cross-sell additional products.

• Did a visitor abandon his cart? Show him an advertisement - a reminder of an order that has not been placed;
• Has the user viewed the catalog but is not interested? Lure him with advertising of discounts and free shipping;
• The client bought a vacuum cleaner? Offer bags - dust collectors or additional attachments.

Thus, retargeting is a great tool to work with. return of visitors to the site and their subsequent conversion into buyers, which is available to almost all topics in Yandex Direct, except for adults and medical.

To display ads, a group of users is selected who have completed the goal specified in the settings over a period of 1 to 90 days. Under one login, it is possible to create up to 1000 retargeting conditions. Each of them can contain no more than 50 groups, in each of which up to 250 goals can be registered.

How to set up Retargeting in Yandex Direct

Retargeting makes sense for sites with high/medium traffic, especially in terms of advertising traffic from thematic platforms. It is worth noting that they can help increase traffic. There are also several mandatory requirements:

1. The site must have a Yandex Metrica counter with configured goals (at least goals for an online store) or segments:
   1. Visiting the cart page;
   2. Visit the "Thank you for your order" page.
2. Impressions on thematic platforms should be turned on in the advertising campaign settings, since many people turn them off when they start.

By the way, when using retargeting it is much less likely. If all the above requirements are met, then you can proceed directly to setting up retargeting in an advertising campaign, step by step plan steps below:

1. Go to the menu for selecting retargeting conditions

Retargeting can be set up on the ad editing page or on the “My Campaigns” page using this link. In the first case, you can either add a new condition or select from existing ones. In addition to the name, you can add a note that will be displayed in the main menu.

2. If necessary, gain access to the counter

If the counter is on a different login, then you need to access it by clicking on the appropriate link in the retargeting settings menu on the “My campaigns” page. To request access, indicate your login and website address/counter number in the appropriate fields.

3. Specify the condition for the goals on the site

For each group you can select one of the conditions:

• None of the goals were achieved
• All goals achieved
• At least one of the goals has been achieved

To configure the display of ads, for example, to those who visited the cart but did not place an order, you should specify “At least one of the goals has been achieved.”

4. Specify the purpose for selecting visitors

In the next field you indicate your goals. They are automatically “pulled up” from the Yandex Metrics counter installed on the site. For most conditions, I recommend specifying the maximum possible time period—14 days. Select the “Cart Page” goal to continue the setup.

Please note: several days should be indicated only for short-term promotions and special offers valid on the site.

5. Add additional conditions/groups

Groups connect with each other logical operator"AND". Thus, it is possible to create enough exact conditions for displaying ads on thematic platforms of YAN.

• None of the goals were achieved;
• "Thank you for your order" page;
• 14 days.

6. Save changes

After saving the retargeting conditions, they will be available for other ads on the account. And you can delete them both on the banner editing page and on the campaign page. Statistics on ad impressions for specified conditions are available in the “By Phrases” report.

Greetings, dear IM reader! Our post today will tell you how retargeting works in Yandex Direct and how to use it in your advertising companies. The article will be presented in the format of step-by-step instructions.

Retargeting is a technology that makes it possible to show in a special way customized advertising to those users who have already visited the site. Advertisements are displayed in Advertising network Yandex (Google has KMS). With the help of retargeting, you can remind regular customers about yourself, increase website conversion, not miss those who forgot to pay for an item in an online store, or simply increase advertising coverage and brand awareness. The ad can broadcast a message about a promotion, a gift, an additional discount, as a motivation to return to the site.

Before setting up retargeting, it is very important select the right audience for it. There is no point in retargeting everyone who visited the site. Using Yandex Metrica goals, it is necessary to identify those who have shown interest in our product. Usually this the following actions user on the site:

• put items in the cart;
• started but did not complete registration;
• looked at the product/service;
• went to one of the sections: payment, contacts, delivery.

How to set up retargeting in Yandex Direct: step-by-step instructions

Step #1:

Link Yandex Metrics and Direct account

To launch a retargeting campaign based on audience segments that visited the site, we must obtain these segments using the Yandex Metrics counter installed on the site and associated with the company in Direct.

If Direct and Metrica are tied to one account, then information on segments from Metrica can be used without any additional actions and manipulation.

In the case when advertising and analytics are divided into two accounts, then in the Yandex Metrics settings you need to add access for the YaD account, indicating its login or address Email in Yandex. This can be organized in the access section, on the meter settings page, by selecting Individual access and adding a user with the right to view or edit.

Step #2:

Creating retargeting conditions

Most important step at the beginning is to determine the conditions under which our ads will be shown to people. There is no need to show the same advertisement to everyone who was on the site; it is better to divide them into groups and create a separate company for each group.

Retargeting by goals and segments in Metrica

By purpose

As a condition for retargeting, you can set any of the Metrica retargeting goals, from site visit to abandoned cart and paid purchase.

By segment

Metrics segments provide a unique opportunity to highlight users who fit certain conditions (gender, age, location). For example: “people from Irkutsk” or “girls” or “girls over 25 years old”, etc. Next, you need to save the created segment in order to add it as a retargeting condition.

Step #3:

Setting up a retargeting company in Yandex Direct

Create a new campaign called “Retargeting”, specify “Networks only” as the strategy - since retargeting does not work for search. Next, in the company settings, enter the data as for a regular company in , with the exception of negative keywords (since we do not use queries, but ready-made audiences).

Creating an ad

We are moving on to creating an ad that will be directed to those who visited our website but did not leave a request. We recommend creating from 2 to 5 ad variants for each ad group with different pictures and text.

headline, should remind the user that he has already been to our site and can be framed as a question or special offer. For example: “Would you like to order a bouquet?” or "Promotion! Bouquet for 999 rubles!”.

The page to which the ad leads should anticipate the user’s questions and also reveal the essence of the offer. For example, if you write about an item forgotten in the cart, then the link should be to the cart.

Step #4:

As we already said above, keywords and there is no need to specify phrases, here you should scroll a little lower and opposite “Audience selection conditions” click “Add”.

After that, in the window that opens, at the very bottom, click “Add condition” and set the audience parameter to which we will show retargeting ads.

In our case, this is everyone who visited the site in the last 7 days ( At least one completed) and did not leave a request, i.e. was not on the thank you page ( None completed). The maximum period for which you can set up retargeting is 90 days, the minimum is 1 day.

After that, all we have to do is assign a cost per click.

Retargeting in the right approach and configuration, allows you to return interested users to the site and increases efficiency significantly!