The list of possibilities for retargeting is only getting longer: bid adjustments for the "None fulfilled" condition can now be used in retargeting lists for Yandex.Metrica and Yandex.Audience segments. Previously, bid adjustments with this condition were only available for retargeting for segments based on goals from Yandex.Metrica.
Negative conditions make it easy to set apart groups of users who haven't completed the action you are aiming for on your site: a purchase, online payment, request for a quote, etc. All you need to do is create a segment in Yandex.Metrica or Yandex.Audience, save it in Yandex.Direct with the "None fulfilled" status and set the right bid adjustment for this condition.
You can create separate messages for these audiences or exclude them from impressions. The latter makes sense if you are interested in targeting your search ads exclusively to your previous customers. To do the same in the Yandex Advertising Network, you need to create the corresponding segment in Yandex.Metrica or Yandex.Audience and use it in a retargeting list. For retargeting on search, the formula looks a bit different and is akin to a double negative:
Step 1. Create a Yandex.Metrica or Yandex.Audience segment of those users who previously purchased your products or services.
Step 2. Apply the "None fulfilled" condition to this segment.
Step 3. Our last step is to set a -100% bid adjustment for the condition from Step 2. Doing so means that your advertising campaign will seen by those users who have already bought something from you.
Moreover, the "None fulfilled" category combines well with the positive conditions "All fulfilled" and "At least one fulfilled."
Segments and goals for any period
We have increased the maximum possible retargeting period to 540 days, so now even businesses with very long sales cycles can make use of it.
Let's say that there's a travel company offering holiday packages. In July, one user who was already sick of the summer heat began looking at tours for the New Year holidays. When autumn comes around, the travel company can then use retargeting to remind this same user about their winter offerings. They can do so in October, right about the time when many Russians are beginning to make concrete plans for their New Year holidays. This provides a concrete benefit for the user, of course, but also for the advertiser (the travel company) — their ad is seen by a user highly likely to be interested in their offering at an opportune moment. This can be be useful for any business with seasonal annual demand for their products and services.
For Yandex.Metrica segments, you no longer need to come up with a retargeting interval in Yandex.Direct. The segment is regularly updated, including all users who match the set condition.
You can set a specific time interval for the condition when creating a segment in Yandex.Metrica. Let's say you are interested in users who are familiar with your site, but have not made a purchase there over the past three months. Creating a segment will help gather an audience of users familiar with your site: "Visited the ______ page." Then you can combine this segment in Yandex.Direct with the "Made a purchase" goal and set the right retargeting interval for the goal.
If you aren't using retargeting yet and are wondering how to set it up correctly, use our checklist and presentation. This information will help you get more conversions out of your placements in Yandex.Direct and minimize the number of users who drop off as they make their way toward making a purchase. If you still have questions about your campaigns, we'd be glad to answer them!