Growing sales and returning customers
Retargeting (or remarketing) refers to technology allowing you to reach out to users who have already shown an interest in the products or services you are advertising: by visiting a page on your site, your app, or a brick-and-mortar store, or having ordered your products in the past.
Yandex International Sales team
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How to launch retargeting in Yandex.Direct
Find answers to the main questions on this page
How can I set up and launch retargeting?
Log in to your account in Yandex.Direct or create a new one.
Install a Yandex.Metrica tag — it will collect data about your audience.
In Yandex.Metrica or Yandex.Audience, create segments of users who you want to see a special offer.
Set up a campaign in Yandex.Direct using data about your site visitors. And you’re ready!
Who can I trust to help me set up retargeting?
We have experienced and proven partners that we recommend — you can choose either a certified expert or an agency
If you have any questions, please contact the International Sales Team and we will be glad to help you.
If you have any questions, please contact the International Sales Team and we will be glad to help you.
In an ideal world, the user path looks like this: entered search query → visited site → added item to cart → made a purchase. In real life, however, things are more complicated: entered search query → got distracted → visited site → took a break → added item to cart → changed their mind.
Retargeting allows you to contact users with personalized offers that respond to their past actions on your site. If a user left items in their cart without making a purchase, for example, you can encourage them to finish placing an order by offering them a discount. Retargeting can also help inform regular customers about your new products.
What retargeting can help with
Motivating purchases
Among interested users — those who viewed products on a site, or added products to their cart — but did not place an order
Additional sales
And reminding previous customers about regular purchases
Promoting mobile apps
Bringing back previous app users and using cross-app promotions
Retargeting brings conversions, and for less
Since you are offering the user something they are already interested in, retargeting increases the effectiveness of your advertising while reducing the cost of attracting customers. An analysis of 185 Russian businesses across 14 industries showed that retargeting brings a significant share of conversions, reducing the cost of attracting customers by an average of 17%.
* Yandex data, Q3 2018. Limited sample of advertisers from industries
Setup and launch
Setting up retargeting is no different than launching a campaign in Yandex.Direct:
- Install a Yandex.Metrica tag — it will collect data about your audience.
- In Yandex.Metrica or Yandex.Audience, create segments of users who you want to see a special offer.
- Set up a campaign in Yandex.Direct using data about your site visitors.
- And you’re ready!
Getting retargeting right, right from the beginning
Good retargeting consists of three components: accurate segmentation of the audience by stages of the sales funnel, thoughtful texts and the correct setting of campaigns. We have prepared useful tips for you on each of these components.
Find out more
Case: Increasing brand awareness with ad network campaigns in Yandex.Direct
Belmarco, the manufacturer of creative children’s beds, expanded their reach in the Yandex Advertising Network with retargeting campaigns: customers who completed specific actions on the site but left without completing a purchase saw special ads. As a result, sales doubled.
Find out more
Ad placement costs
Table 1
| Placement format | Payment currency | Minimum Cost per 1 click for Ad without image (excl. VAT) | Cost per 1 click for Ad with an image, including Smart banners (excl. VAT) | Minimum order amount (RUB) (excl. VAT) |
|---|---|---|---|---|
| Advertising | KZT | 1 | 3 | 5000 |
| Advertising | USD | 0,01 | 0,03 | 15 |
| Advertising | EUR | 0,01 | 0,03 | 15 |
| Advertising | CHF | 0,01 | 0,03 | 15 |
| Advertising | TRY | 0,01 | 0,03 | 50 |
| Advertising | BYN | 0,01 | 0,03 | 30 |
Product information
- Ad with geotargeting.
- When calculating the cost, no seasonal rate applies
- The Cost per Click may be fixed either by the Advertiser or automatically subject to the rules set out below and within the range as set forth in the table on page https://yandex.com/legal/direct_table_ch/.
Services are provided on terms and conditions described above together with the General terms and conditions available at: https://yandex.com/adv/general-provisions
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