What you need to do before launching a retargeting campaign:
- For this strategy to work effectively, you need a minimum of 10 conversions a day, or 70 conversions a week.
- In most cases, a strategy optimized for in-app conversion works fine. To get started, we recommend choosing simple goals that can be frequently achieved — this helps you fine-tune the strategy faster.
- Autotargeting doesn’t work for retargeting campaigns.
- Ads with an offer — for example, a promo code instead of standard materials — help attract users and increase the effectiveness of ads.
How to configure a campaign with retargeting
1. Create an App Campaign in the Campaign Wizard or Expert mode and select the placement: Yandex Search or the Yandex Advertising Network.
2. Add as much information about your app as you can: up to six versions of ad titles, plus texts, as well as images and videos.
- Upload two versions of images for vertical, horizontal, and square formats — 16:9, 9:16, and 1:1. The approximate dimensions for these aspect ratios are 1778 × 1000, 1000 × 1778, and 1000 × 1000.
- Make sure the text, logo, and app store icon don’t make it difficult to see the image. We recommend placing the most important elements closer to the center to make them less sensitive to cropping. To learn more about image requirements, see Help.
3. Indicate the display regions.
4. For retargeting campaigns in Yandex Search, add keywords and negative keywords in the Advanced Audience Settings drop-down menu. Ads will be shown to users in the segment when they use search queries matching the keywords in the campaign.
5. For retargeting campaigns, use audience selection conditions created using:
- The Yandex Audience segment based on uploaded mobile device IDs or AppMetrica data
- In app events (data about users who have or haven’t completed certain events in the app)
6. Enter a tracking link for clicks and impressions (if available):
- To redirect users to the app after clicking an ad, you need to configure a deep link. Otherwise, they’ll go to the app page in the store and the retargeting campaign will not be as effective.
7. Select a target event for the ad campaign. Only use a strategy optimized for in-app conversions. To get started, we recommend using simple goals that can be frequently achieved. Keep in mind that the campaign must bring 10 conversions a day, or 70 conversions a week.
8. Add bid adjustments if needed. Read more about adjustments in this article.
9. Enter a weekly budget. Minimum: tCPA (Cost Per Action) × 70.
10. Save your campaign and submit your ads for moderation.
How to configure a tracking link
In AppMetrica
1. Use the &direct_external_apk_s2s_disabled=1 parameter for the tracking link in Yandex Direct.
2. On the tracker page in AppMetrica, configure the sending of click_id and other parameters required in the Remarketing report.
Without parameters: myscheme://deeplink
With parameters: myscheme://deeplink?click_id={click_id}&campaign_id={campaign_id}
Read more in Help.
In Adjust
- Use the &direct_external_apk_s2s_disabled=1 parameter for the tracking link in Yandex Direct.
- Add a deep link in the deep_link parameter of the tracking link used in Yandex Direct.
In AppsFlyer
- Add &is_retargeting=true parameter to the tracking link that will be used in Direct.
- Add a deep link in the af_dp parameter of the tracking link used in Yandex Direct.