Yandex Display et Yandex Vidéo: retargeting à partir du Yandex Direct

yandex retagretingComme vous le savez, pour faire les campagnes en Display classique (comme GDN Google), RTB ou les campagnes Vidéo sur Yandex, vous devez utiliser un autre outil appelé Yandex Bayan.

Maintenant, Yandex Direct vous permet de retargeter avec les campagnes Search les internautes qui ont déjà vu votre bannière ou visualisé votre vidéo. Par exemple, vous faites le branding de votre marque ou du produit sur Yandex BAYAN, et ensuite vous pouvez adresser des annonces spécifiques en Search avec les promotions ou des offres spéciales pour ceux qui ont déjà vu votre bannière ou ont visualisé votre vidéo. Dans ce cas, vous reciblez les internautes qui connaissent déjà votre marque ou le produit, et par conséquent, ils ont plus de chance de devenir le client.

Le but principal de ce retargeting est de croiser les données des campagnes Display et Search et de réduire au maximum le parcours « client-achat ».

Retargeting d’audience Yandex Diplay: comment cela marche ?

Pour pouvoir switcher les données de deux types de campagnes Display et Search il est nécessaire d’intégrer le code tracking (pixel) dans les bannières ou vidéos que vous créez dans Yandex.Audience.

Ce pixel permet de collecter les données concernant la visualisation des bannières ou des vidéos. Sur la base de ces données, nous pouvons créer les différents segments sur Yandex.Audience et les utiliser pour faire le retargeting via vos campagnes Search sur Yandex Direct.

Yandex Audience : types de segment pour les campagnes retargeting Yandex Direct

Grâce à ce pixel vous pouvez créer les différents types d’audience adaptés à vos besoins commerciaux du moment.

  • Retargeting simple en Seach sur l’audience des bannières

    Lors de la création d’une liste d’audience vous pouvez par exemple indiquer comme condition, que ceux qui ont vu ma bannière X fois, vous leur adressez un message de promotion ou vous ajustez les enchères uniquement pour cette liste d’audience avec les annonces génériques.

  • Création des listes retargeting plus complexes avec les mini segments.

    Vous pouvez aussi de créer les listes d’audience plus spécifiques en croisant plusieurs types de données en même temps de Yandex Metrika et de Yandex Bayan. Par exemple, ceux qui ont vu ma bannière X fois mais pas encore visité mon site ou ceux qui ont visualisé ma vidéo au moins d’une fois et qui se trouvent dans la rayon de 2 km de ma boutique. Ou encore, les clients qui n’ont pas prolongé l’assurance pour la voiture et qui ont vu ma bannière X fois.

  • Audience Look alike 

Look-alike avec ce pixel est un instrument effectif pour trouver les internautes qui ressemblent à vos clients et qui en même temps assez loyaux vis-à-vis de votre marque. Par exemple, vous pouvez créer la liste « look-alike »qui inclut les adresses email de vos clients existants et vous la croiser avec le segment « a vu ma bannière pendant les 30 derniers jours ». Dans ce cas, le message va être beaucoup plus personnalisé.

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About Olga Ruiz Consultante Yandex

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