User interests bring 88% of conversions in ad networks

If you have any experience with Yandex.Direct, then you know that ads don’t appear only in response to user search queries. Yandex.Direct also serves ads in the Yandex Advertising Network and external ad networks, based on the content of the host site as well as the specific interests of each user.

Yandex has been developing the technology behind behavioral targeting for nearly a decade, and today, it is what drives impressions in ad networks. Behavioral targeting accounts for 84.6% of target clicks and 88% of conversions across all topics where it can be applied. Campaigns that don’t use behavioral targeting lose more than half of their coverage of their target audience.

After reviewing the statistics and feedback from our clients and partners, we came to the decision to add behavioral targeting to the list of default algorithms that manage impressions in ad networks, meaning the “Do not consider user preferences” checkbox will disappear from the interface. In its place, we are currently developing an array of tools for you to flexibly manage your impressions and analyze their effectiveness. We will let you know as soon as they are available.

If you want to know more about your campaign settings and how to optimize them, please call or write the customer service department. Good luck with your campaigns!