Retargeting and re-engagement

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One of the functions in Yandex.Direct is retargeting, which allows you to return the interest of a user who has already interacted with your site. Showing ads to users who have added a product to the cart but have not made a purchase can significantly increase conversion.

Let's consider the case of an online electronics store: a customer was looking for a smartphone but did not make a purchase. By reminding him about the smartphone using retargeting and offering a limited discount, you increase the chances of closing the deal.

3. Examples of successful audience strategies
Case of an online clothing store
One of the popular online clothing stores in Russia was able to increase sales by 20% thanks to the correct audience settings in Yandex.Direct . They used segmented lists of site visitors, divided them by interests and purchase history, and launched thematic campaigns.

The audience, which had previously purchased winter clothing, received italy phone number listoffers for the new collection a little earlier than the start of the season, with discounts only for regular customers, which caused a wave of pre-orders.

Marketing campaign for a car dealership
The car dealership targeted an audience with a high interest in new cars and offered them a free test drive of the new model. For the audience that had already taken a test drive, a special offer was sent to exchange the old car for a new one with an additional discount.

This strategy resulted in a 35% increase in test drives and a 15% increase in sales compared to the previous period.

4. Analysis and optimization of campaigns with audiences
Assessing the effectiveness of audience settings
To determine the effectiveness of using audiences in advertising campaigns, Yandex.Direct provides extensive analytics tools. Analyze conversion, customer acquisition cost, and overall return on investment to understand which approaches work best.

Monitoring these indicators will help you make timely adjustments to your targeting strategy and optimize your advertising costs.

Adaptation and improvement of advertising messages
Based on analytical data, Yandex.Direct provides the opportunity not only to evaluate the effectiveness of campaigns, but also to improve them by adapting advertising messages to the needs of the audience. Studying reviews and comments will allow you to formulate advertising offers more accurately, making them as attractive as possible for the target audience.

By experimenting with different formats and types of messages, you can increase their effectiveness, which leads to increased sales and optimization of your marketing budget.