How to set up retargeting in Yandex Direct?
Posted: Sat Jan 18, 2025 8:53 am
Retargeting is a powerful digital marketing tool that allows businesses to bring users back to their site after their first visit. It is based on the idea that not all site visitors are ready to make a purchase or take action right away, and allows you to “remind” potential customers of yourself with targeted ads. In 2024, retargeting is becoming increasingly critical for businesses as competition in the online space becomes fiercer and consumers expect a personalized experience.
Definition of retargeting
Retargeting (or remarketing) is an online advertising pakistan b2b leads method that allows you to show targeted ads to users who have already interacted with your website or application but have not performed the desired actions (for example, have not purchased a product, have not subscribed to a newsletter, etc.). This is achieved by installing a special code (pixel) on the site, which collects data about visitors and forms audiences for further advertising.
Examples of successful use of retargeting in business
Numerous companies have successfully used retargeting. For example, online stores customize ads to show users products they viewed but did not purchase. Service brands can use retargeting to remind customers about requests they made or to extend existing offers.
Preparing to set up retargeting in Yandex Direct
Before you start setting up retargeting, you need to take a number of preparatory steps:
Target audience analysis
The first step is to determine who exactly you want to see your ads. Analyze which segments of your audience were most interested in your products or services. Key groups for retargeting may include:
Users who visited the site but did not make a purchase.
Customers who added an item to their cart but did not complete the purchase.
Visitors who have shown interest in certain product categories.
Creating retargeting strategies
The next step is to develop retargeting strategies. Think about what products or services you want to promote using retargeting. These can be spontaneous purchases or products with a long decision-making cycle. The strategy should take into account both the type of product and the user's behavior on your site. Setting up retargeting in Yandex Direct
Retargeting in Yandex Direct provides the ability to return users who have already interacted with your site or application. Let's consider how to set up retargeting correctly, how to create an audience and launch advertising campaigns.
Step-by-step instructions for creating an audience for retargeting
Create user segments based on behavior
Defining target segments: Start by analyzing user behavior on your site. Identify groups such as:
Users who visited specific pages (e.g. product pages).
People who added items to their cart but did not complete the purchase.
Visitors who made a purchase or left a request.
Formation of audiences:
In the Yandex Direct interface, in the Audiences section, you are given the opportunity to create segments. Select the desired parameters, such as visiting specific pages, duration of visit, or action.
Creating an advertising campaign for retargeting
Selecting an ad format
Depending on your audience and the goals of your advertising campaign, you can choose from different ad formats:
Text ads: Great for simple offers and discounts.
Image Ads: Visually appealing banners that can grab the attention of users.
Video Advertising: Create short videos to engage your audience more deeply by showcasing your products or services.
The format you choose will depend on the type of content you want to promote and the preferences of your target audience.
Setting up targeting, formats and creatives
Go to the Yandex Direct menu and create a new advertising campaign, selecting the “Retargeting” type.
Next:
Set up targeting: select previously created audiences.
Set your target region to ensure that only relevant users see your ads.
Prepare your creatives: Create ads using eye-catching images, clear headlines, and calls to action.
Make sure your ads are relevant to the topic and interests of your target audience.
Retargeting Optimization
How to analyze the effectiveness of retargeting campaigns
Once you launch an advertising campaign, it is important to analyze its effectiveness and make changes as needed.
Metrics for evaluation: Key metrics for analysis:
CTR (click-through rate).
Conversions (the number of users who performed the target action).
CPC (cost per click).
Data Analysis: Review your campaign results on a regular basis to understand which segments are performing best.
How to Avoid Common Mistakes When Retargeting
Common Configuration Problems: How to Avoid Them
Segmentation Notes: How to Split Your Audience Correctly
Don't be afraid to experiment with segmentation: create more specific audiences based on behavior to better target your ads.
Study the geographic and behavioral behavior of users to optimally set up targeting.
What to do if retargeting doesn't produce the expected results
Analyze and rework creatives: If your ads are not generating interest, review your visual and text content.
Review your campaign settings: Make sure your selected segments and targeting match your target audience.
Consider changing your strategy: Perhaps your audience's needs have changed or you need to try new ad formats.
Definition of retargeting
Retargeting (or remarketing) is an online advertising pakistan b2b leads method that allows you to show targeted ads to users who have already interacted with your website or application but have not performed the desired actions (for example, have not purchased a product, have not subscribed to a newsletter, etc.). This is achieved by installing a special code (pixel) on the site, which collects data about visitors and forms audiences for further advertising.
Examples of successful use of retargeting in business
Numerous companies have successfully used retargeting. For example, online stores customize ads to show users products they viewed but did not purchase. Service brands can use retargeting to remind customers about requests they made or to extend existing offers.
Preparing to set up retargeting in Yandex Direct
Before you start setting up retargeting, you need to take a number of preparatory steps:
Target audience analysis
The first step is to determine who exactly you want to see your ads. Analyze which segments of your audience were most interested in your products or services. Key groups for retargeting may include:
Users who visited the site but did not make a purchase.
Customers who added an item to their cart but did not complete the purchase.
Visitors who have shown interest in certain product categories.
Creating retargeting strategies
The next step is to develop retargeting strategies. Think about what products or services you want to promote using retargeting. These can be spontaneous purchases or products with a long decision-making cycle. The strategy should take into account both the type of product and the user's behavior on your site. Setting up retargeting in Yandex Direct
Retargeting in Yandex Direct provides the ability to return users who have already interacted with your site or application. Let's consider how to set up retargeting correctly, how to create an audience and launch advertising campaigns.
Step-by-step instructions for creating an audience for retargeting
Create user segments based on behavior
Defining target segments: Start by analyzing user behavior on your site. Identify groups such as:
Users who visited specific pages (e.g. product pages).
People who added items to their cart but did not complete the purchase.
Visitors who made a purchase or left a request.
Formation of audiences:
In the Yandex Direct interface, in the Audiences section, you are given the opportunity to create segments. Select the desired parameters, such as visiting specific pages, duration of visit, or action.
Creating an advertising campaign for retargeting
Selecting an ad format
Depending on your audience and the goals of your advertising campaign, you can choose from different ad formats:
Text ads: Great for simple offers and discounts.
Image Ads: Visually appealing banners that can grab the attention of users.
Video Advertising: Create short videos to engage your audience more deeply by showcasing your products or services.
The format you choose will depend on the type of content you want to promote and the preferences of your target audience.
Setting up targeting, formats and creatives
Go to the Yandex Direct menu and create a new advertising campaign, selecting the “Retargeting” type.
Next:
Set up targeting: select previously created audiences.
Set your target region to ensure that only relevant users see your ads.
Prepare your creatives: Create ads using eye-catching images, clear headlines, and calls to action.
Make sure your ads are relevant to the topic and interests of your target audience.
Retargeting Optimization
How to analyze the effectiveness of retargeting campaigns
Once you launch an advertising campaign, it is important to analyze its effectiveness and make changes as needed.
Metrics for evaluation: Key metrics for analysis:
CTR (click-through rate).
Conversions (the number of users who performed the target action).
CPC (cost per click).
Data Analysis: Review your campaign results on a regular basis to understand which segments are performing best.
How to Avoid Common Mistakes When Retargeting
Common Configuration Problems: How to Avoid Them
Segmentation Notes: How to Split Your Audience Correctly
Don't be afraid to experiment with segmentation: create more specific audiences based on behavior to better target your ads.
Study the geographic and behavioral behavior of users to optimally set up targeting.
What to do if retargeting doesn't produce the expected results
Analyze and rework creatives: If your ads are not generating interest, review your visual and text content.
Review your campaign settings: Make sure your selected segments and targeting match your target audience.
Consider changing your strategy: Perhaps your audience's needs have changed or you need to try new ad formats.