Yandex advertising technology news
Stereotypes abound concerning the luxury fashion industry — some of them based on facts and others, less so. Ideas about the industry's stability — the perception that those who previously bought luxury fashion products will continue to do so, seemingly impervious to larger economic trends — can be observed. As a heavyweight industry with deep pockets and a stable customer segment, it is known to be able to navigate tough waters and survive crises better than many other industries.
Another common perception of the luxury fashion industry is its conservatism, which keeps it from accepting the changes sweeping through and reshaping other industries. A prime example is online shopping. For years, we have heard that luxury fashion companies are unwilling to make the transition to online sales, and why should they? This perception is increasingly looking out of date, and big changes take place in the industry. In this article, we'll look at these changes internationally, zoom in on Russia and then look at how Yandex.Direct can help promote luxury brands on the Russian market.
The attribution models currently available in Report Wizard in Yandex.Direct are first click, last click, and last non-direct click. Since they differ from the attribution models in Yandex.Metrica, this article will look at how statistics are calculated using attribution models, how the logic in Yandex.Direct differs and how the differences affect report data.
When selecting keywords and search ads, Yandex.Direct now pays greater attention to the relevance of the keyword to the user's query, instead of its bid. This means that advertisers can get clicks for keywords that are closer semantically to user queries (and hence are often cheaper). Overlapping keywords in campaigns will be removed automatically.
Thanks to the new Optimize views strategy, now available to all advertisers in their accounts in Yandex.Direct, it's now possible to manage cost per view in video display campaigns in Yandex.Direct.
You may have noticed a change in the Yandex.Direct strategy section: a new mode with basic strategy settings and a switch to return to the usual full settings.
2020 saw all sorts of new challenges for many industries across Russia, while others seemed perfectly poised to take advantage of the exceptional conditions. One such example is the mobile gaming industry. Its lack of physical presence combined with the time spent on mobile devices (which had been increasing even before the onset of the pandemic) created a real perfect storm...in favor of mobile gaming. In this article, we'll take a look at the facts and figures surrounding the booming Russian market for gaming apps, and then look at how app owners and developers can promote their own products to Russian users.
Starting February 10, advertisers will have the option of disabling ad impressions on all sites except the Yandex Home page.
Every year, Yandex.Market and GfK Rus conduct an analysis of Russian audiences of online stores. This research helps answer questions about the share of Russians who shop online, their frequency, motivators and deterrents to online shopping, payment and delivery options and more. Most of the observations apply not just for Russia as a whole, but for some of its major cities as well.
You can now find the right audience for your display ads in more ways than just user profile or keywords. This new targeting type helps you promote your products by focusing on the subject of video content or the pages that users view.
This winter, people across the English-speaking world are likely to be hearing the song “It's Beginning to Look a Lot Like Christmas” more and more, but in Russia, it's all about New Year's Eve. In this article, we'll explain what else you need to know about advertising with Yandex.Direct during the holiday season and how to grab users' attention as they plan their holiday purchases.
In this article, we'll look at when to use CPM video ads, how to set them up for maximum effectiveness, and which indicators to use as your performance benchmarks. We have also put together a checklist with the most important tips for managing CPM videos.
Tracking important user actions on your site usually involves the help of developers. Even to set up a goal for users clicking a certain button, you need to edit the corresponding page's code. Not every site owner or marketing expert has the programming skills needed to make such changes, or the funds to hire someone to make them. Even if a company has an in-house developer, they are not always available to help set up goals at a moment's notice.
Yandex.Metrica now features a new report that makes it possible to compare the performance of different advertising channels. In this article, we'll tell you how to assess ROI with this new report that offers detailed information right down to the keyword level.
We have started testing call analytics in Yandex.Direct, which will allow advertisers to get detailed statistics on the campaigns, ads, or keywords that brought customer calls. Collecting these statistics will be possible by using a call tracking analytics number, which you can enable right in the Yandex.Direct interface.
Now available in all Yandex.Direct accounts: the new per conversion payment model. Testing has been successfully completed, and now any business, regardless of size or industry, can pay a specific price for targeted user actions, like placing an order on the site or filling out a request. And to do so, you don't even need to accumulate statistics in advance.
Yandex's Look-alike technology finds your potential customers among those similar (in interests or behavior) to your existing customers on the site. Now you can use simple settings in Yandex.Direct to easily show your ads to users who resemble current customers, even if you have very little data.
We have some good news if you set up ads for several important goals simultaneously. In Yandex.Direct, there are two new ways to use automatic strategies to do so: optimization of multi-step Yandex.Metrica goals and optimization of several priority goals.
After a fair fight for effectiveness, simplicity and user-friendliness, autotargeting came out victorious. Soon, it will become the primary tool for saving time on keyword selection in Yandex.Direct. As part of our plan to make managing campaigns easier and more transparent, we have revised the list of similar settings, and will close Related keywords.
In the current economic situation, using your advertising budget effectively takes on special importance. To help this happen, we have launched beta testing of a new option — "Pay for conversions" — that will allow you to invest your budget into reaching the goals most important for your business. We invite you to be among the first to try it and share your feedback with us.
Yandex recently received certification for its display advertising according to the international standards of the Media Rating Council. Starting on July 13, all display advertising sold via auction model will transition to the new standard, and a new cross-section with impressions viewable according to MRC standards will be counted in Yandex.Direct statistics. This transition will make it easier for advertisers to analyze international campaigns.