This is the first and mandatory step. Metrica is Installing and needed to collect data on user actions on your site and transfer it to Direct for ad targeting. If you don’t have Metrica yet, register, add a counter to your site and set up goals.
For retargeting, it is important to track not only Installing and purchases, but also micro-conversions: product views, adding to cart, clicking on buttons, etc. The more data you have about your audience’s behavior, the more accurately you can segment it for displaying ads.
Creating audience segments
In Yandex Audiences, you create user segments mexico email data based on their behavior on your site over a certain period. You can select segments Installing and by page URLs, actions, tags, and other parameters. For example, the following segments are relevant for an online electronics store:
- All site visitors for the last 7, 30, 90 days
- Added the item to the cart but did not purchase
- Viewed specific categories and brands
- Buyers in the last month / quarter / year
- “Dear” clients with high check and high purchase frequency
Don’t be afraid to experiment with segments, analyze data, and try different hypotheses. It’s quite possible that you’ll find non-obvious but profitable segments for retargeting.
Creating retargeting campaigns
Once the segments are ready, you can launch campaigns. Direct has a tool called “Retargeting and Similar Users” for this. Select the desired segment, set up ads and bids. Here are some tips:
- Create separate campaigns for different segments – this makes it easier to manage bids and budgets and evaluate effectiveness
- Write ads based on your audience’s maldivian lads interests. For example, for those who abandoned the cart, focus on a discount or free shipping, and for regular customers – on new products and special offers
- Don’t forget about UTM tags and end-to-end analytics – this will help you evaluate the ROI of retargeting and optimize campaigns
Also, pay attention to the Direct function “Conversion Optimization” – it automatically redistributes the budget in favor of the most effective segments and sites.
Analysis and optimization of campaigns
Remember: retargeting is not a one-time thing, but an ongoing process. Monitor campaign metrics: CTR, conversions, cost of application/purchase, ROI. Don’t be afraid to adjust your strategy if you see that some segments or ads are not working.
Run A/B tests, try different ad formats (graphics, video, text and graphic), experiment with audiences and bids. In general, follow the principle: measure, analyze, optimize.
Conclusion
Setting up effective retargeting in innovations such as reverse logistics Yandex Direct for an online electronics store is not difficult if you act step by step and analytically. The main thing is to correctly segment the audience, select relevant ad formats and constantly monitor and optimize campaign performance. Then retargeting will become an effective tool for returning customers and increasing sales.