Retargeting to a campaign audience
You can work with your display campaign audience to build different scenarios for communicating with your customers.
For retargeting, use a pixel — special code that can be embedded in advertising materials. The pixel collects the anonymous identifiers of users who saw your ad. Yandex does not receive any personal information about these users.
How to gather an audience
To set up pixel retargeting:
When creating or editing ads in a display campaign, add the pixel in a special field.
Once impressions begin, the pixel will start collecting anonymous user identifiers. An impression is counted if at least half of the banner area was continually shown on the visible area of the screen for at least two seconds.
Create pixel-based segments in Yandex.Audience. Specify the period to use for the data, and how many times the user must see the ad during the selected period.
After processing is complete, the segment must have the status Ready and contain at least 1000 anonymous identifiers.
Ways to work with the audience
You can build communication strategies of any complexity by using pixel-based segments and serving contextual and display ads.
- Serve ads to a loyal audience
Use a pixel-based segment to reach people who saw your ad. This audience already knows your brand, which means that they are more likely to visit your facility or point of sale.
- Mix and match the segments to create unique impression criteria
Combine pixel-based segments with other segments to form complex impression criteria. But keep in mind that targeting an overly narrow audience will reduce the reach of your campaign.
- Find a new audience
Serve your ads to people who aren't your frequent visitors and haven't seen your ads yet. Set a negative condition for your customers and people who have seen your ads.