Часть

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

8

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%.

9

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

11

Clicks increased by 5% after applying bid adjustments.

Before

After

CTR

+5%

Conversion rates: before and after

CR (Basket) CR (Order)

12

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