Yandex.Audience : 5 faits que vous ne connaissez pas encore

yandex audienceYandex.Audience ouvre la possibilité d’utiliser vos données CRM ainsi que les données DMP dans vos campagnes publicitaires.

Le service Yandex.Audience vous permet d’utiliser vos propres datas (Customer Match, ID mobile) en tant que cible, ainsi que les données de Yandex (géolocalisation, AppMetrika, pixel) et des fournisseurs (Data Management Plateform), dans la configuration des campagnes publicitaires sur Yandex.Direct.

Voici quelques petits astuces pour faciliter votre travail avec Yandex.Audience :

1. Pour créer un segment basé sur les numéros de téléphone et les adresses e-mails, vous n’avez plus besoin de créer deux fichiers distincts.

Depuis le mars 2018, le service Yandex.Audience permet d’uploader les numéros de téléphone et les e-mails dans le même fichier. Cette nouveauté a simplifié beaucoup de choses. Il est devenu plus facile d’obtenir le nombre minimum des contacts pour le retargeting et la segmentation de l’audience. Si vous avez à la fois le numéro de téléphone et l’adresse e-mail pour la même personne, votre possibilité d’identifier le bon profil s’augemente : sur certains services la personne peut s’inscrire avec l’adresse e-mail, sur les autres avec le numéro de téléphone. La création du segment commun basé sur les numéros de téléphone et les e-mails permet d’augmenter le pourcentage d’utilisateurs correspondant aux données CRM.

2. Si le segment basé sur les données CRM diminue le reach, vérifiez les campagnes

Parfois, vous pouvez remarquer que le reach sur le segment CRM est en baisse. Dans ce cas, il n’est pas nécessaire de réintégrer à nouveau la liste des contacts. Les segments utilisés dans les campagnes sont mis à jour tous les 3-4 jours. Le système Yandex vérifie régulièrement les données et compare avec les datas des autres utilisateurs. Si le système détecte qu’il y a un potentiel avec les nouvelles données, il fait le re- comptage.

Créez les différents visuels et formats, testez les accroches et les promotions. Selon mes propres A/B test, les différents formats et les accroches donnent le reach différent.

3. Les données de Lookalike doivent être aussi récentes que possible.

Le système Yandex analyse les intérêts et le comportement des utilisateurs au cours des 30 derniers jours. N’utilisez pas de données très anciennes pour un segment lookalike – cela ne sera pas efficace.

Par exemple, vous vendez des voitures et vous avez uploader sur Yandex.Audience les numéros de téléphone des personnes ayant effectué un achat d’une voiture au cours des six derniers mois. Pendant ce temps, les intérêts de l’utilisateur ont déjà changé et le système, après avoir analysé son comportement au cours des 30 derniers jours, capte pour vous un public sans importance. En conséquence, vous offrirez l’achat d’une voiture aux utilisateurs qui n’en ont pas besoin. Par conséquence, votre campagne publicitaire sera inefficace.

4. Yandex.Audience permet de diffuser les annonces auprès des internautes qui ont vu votre bannière.

Yandex.Audience propose un nouvel outil – pixel. Il permet de collecter des identifiants anonymes d’utilisateurs qui ont vu vos bannières, et également pour savoir combien de temps et à quelle fréquence ils les ont vus.

Sur la base de ces données, vous pouvez décider de montrer à nouveau à l’utilisateur la même création ou de la remplacer par une autre (avec une promotion par ex.)

Spécifiez les conditions pour que l’internaute rentre dans le segment, segmentez les audiences et optimisez vos coûts. Vous pouvez utiliser des segments non seulement pour le retargeting, mais aussi pour ajustement des enchères dans les campagnes Search. Par exemple, mettez en place un ajustement pour ceux qui ont vu votre bannière 2 fois au cours des 4 derniers jours.

5. Avec Yandex.Audience vous pouvez créer le segment par la géolocalisation très précise.

Par exemple, vous pouvez diffuser votre publicité pour les touristes du 8ème arrondissement à Paris :) C’est très pratique surtout si vous avez une boutique dans le 8ème :)

Voici un petit récapitulatif pour l’utilisation Yandex.Audience.

Si vous avez des questions, contactez-nous :)

Si vous trouvez cet article utile laissez-moi votre commentaire ou partagez-le sur les réseaux sociaux

About Olga Ruiz Consultante Yandex

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