Objectives
- Bring users who didn’t complete purchases back to product selection page
- Compare results of smart banner experiment with performance of other Yandex.Direct formats
Tools used:
- Yandex.Direct: smart banner
(closed beta testing) - Yandex.Metrica
Period: 4 weeks
Step 1. Set up dynamic retargeting for smart banners
Creating a smart banner template
Smart banners are a Yandex.Direct ad format with dynamic content automatically selected based on user interests.
The advertiser creates a banner template featuring the product offering, logo, and seller information.
Just one smart banner can replace thousands of regular banners!
How does dynamic retargeting work?
Ecommerce events in Yandex.Metrica
Setting up ecommerce events in Yandex.Metrica is necessary for dynamic retargeting to work. Ecommerce events reflect how users interact with the site — viewing the full product description, adding or removing something to the cart, or completing a purchase, for example.
To set up ecommerce events, go to the “Counter code” section of the web interface and check the “Dispatch ecommerce data to Metrica” box. Then, your site developer should add the updated counter code to the site and have it send data about ecommerce events to Yandex.Metrica via data layer.
Step 2. Review performance
Average CPC for smart banners was pleasantly low at just 5 ₽. The quality of traffic brought by dynamic retargeting was high: the conversion rate was 3%.
The cost of one order with dynamic retargeting was also quite low thanks to the low CPC: 175 ₽.
ROI was 1340%.
Results
