they came, they saw,they returned bid adjustments and effective retargeting in yandex.direct
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They came, they saw, they returned: bid adjustments and effective retargeting in Yandex.Direct
Quelle
share of online orders50%
year founded1927Clothing catalogue
www.quelle.ru
Anna Belovodskaya
Head of online marketing
Time period:
Tools used:
3 months
Measure the impact of bid adjustments on searchcampaign retargeting.
› Search ads (Yandex.Direct)› Yandex.Metrica
Goal
When shopping for clothes online, people often look at varioussites where they add items to their basket and then leave the siteto continue searching elsewhere.
We were interested in seeing how raising bids for users who hadalready visited our site would affect our search ads’ performance.
4
Anna Belovodskaya
Head of online marketing
Solution
Step 1 Step 2
Compare figuresto previous period
Set up bidadjustments forprevious visitors
Step 1
7
A user visits the store andplaces an item in theirbasket
Set up bid adjustments for previous visitors
www.quelle.ru
Item in basket
Now when the user searches for one of the ad campaign’s keywords, they are more likely to see aretargeted ad
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как выбрать купальник
www.yandex.ru
The store sends the user a reminder, increasing their contact with the brand and thelikelihood of conversion.
A user visits the store andplaces an item in theirbasket
Now when the user searches for one of the ad campaign’s keywords, they are more likely to see a retargeted ad
Set up bid adjustments for previous visitors
www.direct.yandex.ru
How to set up bid adjustmentsOn the page where you create and edit ads, create a retargeting list describingthe behavior of the user segment you want to reach: which actions inYandex.Metrica should the users in your segment have performed (or not)?
On the Edit ad groups or Parameters page, select a retargeting list and set apositive bid adjustment to increase your bid by up to 1200%.
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www.direct.yandex.ru
It’s easy to enable and disableall adjustments if necessary.A retargeting list consists of one or more
rule sets joined by the operator AND.
Step 2
Click rates: before and after
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Clicks increased by 5% after applying bid adjustments.
Before
After
CTR
+5%
Conversion rates: before and after
CR (Basket) CR (Order)
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The numbers of users who added items to their basket and placed orders likewise grew after applying bid adjustments.
Before
After
Before
After+30%+73%
Revenue: before and after
13
The efficiency rate(ratio of ad spendingto revenue) decreased in comparison with theprevious period.
Before
After
Share of ad spending
−20%
Results
15
Results
Overall revenue (in RUB) grew by 113% after applying bid adjustments.
+113%Before
After
Revenue
Applying positive bid adjustments for our search ads paid off: we could send reminders to users in our target audience at the right moment, encouraging them to complete their purchases.
16
Anna Belovodskaya
Head of online marketing
Case prepared in collaborationwith
www.adlabs.ru
ADLABS
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