Yandex.Audience is a service that allows you to use your own target audience data, as well as Yandex data, to configure ad campaigns. With Yandex.Audience you can serve ads to your existing customers, as well as attract new potential customers.

Yandex.Audience segment types

Create a user segment to get started with Yandex.Audience. The table below lists the types of segments you can create.

Segment type Who appears in segment Examples of segment usage
Based on my data

Offline customers, whose data must be uploaded from your CRM. File may contain mobile phone numbers, email addresses or mobile device IDs.

Informing customers about discounts or special offers. To do this, create a segment based on your uploaded data by using a file containing customer email addresses.
Based on Yandex.Metrica data

Users of your site

Let users who have not been to your online store in more than three months know about your updated inventory. To do this, create a segment based on Yandex.Metrica data, specifying in it the appropriate counter and goals.
Based on AppMetrica data Users of your mobile app
Based on location data

Visitors to locations chosen by you

Serve ads to users who live near your cafe. To do this, create a segment based on location data by selecting the required regions from the map.
Based on pixel

Users who saw your display ad or video clip that contains a tracking pixel.

Show ads to those who have seen your banner at least twice and are therefore familiar with the brand and may become a customer. To do this in Yandex.Audience, create a pixel, insert it in a banner via Yandex.Display and create a segment based on a pixel.
Similar users

Users whose interests and behavior online is similar to the interests and behavior of users in one of your segments

Find people who are similar to your customers and present them with introductory discounts. To do this, create a similar users segment based on a segment of your existing users.

While processing a segment, the source data will be compared with all user data that has been accumulated by Yandex. The segment will contain all anonymous identifiers of found users that are known to Yandex. Once processed, you can use this segment for configuring your ads in Yandex.Direct.

Using segments in Yandex.Direct

You can use Yandex.Audience segments to serve ads to those who are in in that segment. To do this, use the segment in the target audience feature of Yandex.Direct. Ads targeted at segments will only be served on ad networks.

For example, serving ads for car maintenance to those who bought an automobile from you. In Yandex.Audience, you can create a segment based on the telephone numbers of customers who bought an automobile from your showroom half a year ago. Then in Yandex.Direct you can create an ad with an offer to pass a road worthiness test at a discount price, and in the target audience section specify the segment you created in Yandex.Audience.

By combining Yandex.Audience segments with Yandex.Metrica goals and segments, you can create sophisticated criteria for serving ads.

For example, you can serve ads for discounts to existing customers who in the last 30 days have not made a purchase on your site. To do this, create a segment of existing customers based on data from your CRM. Enter the segment and the corresponding Yandex.Metrica goal in the target audience section.

You can factor in the importance of your audience when serving ads by using Yandex.Audience segments when configuring bid adjustments. This allows you to increase or decrease the CPC on ads that are served to users which belong to a segment. While serving the ads, the bid is automatically changed to the coefficient that was set by you. Bid adjustments function on both search and on ad networks.

For example, to attract potential customers, in Yandex.Audience create a similar users segment based on a segment of your existing customers. Go to the target audience section to create a retargeting list, and in there enter the created segment. Add a bid adjustment to the created retargeting list.