Today at the annual conference for digital marketers Yac/m Yandex introduced a new fantastic type of targeting that is based on advertisers’ first party data. The new service – Yandex.Audience – is similar to Facebooks’s Custom Audiences and Google’s Customer Match solutions, and works for both search and display campaigns in Yandex.Direct.
To be more exact, Yandex.Audience is a solution that allows advertisers to upload their own customer information (phone numbers, emails, and device IDs) and segment these audiences for hyper-targeted advertising, upselling, cross-selling and retention campaigns.
Yandex.Audience also allows creating lookalikes for the uploaded customer segments.
Now you can put a “callout” as an additional line in a Yandex PPC ad. According to Yandex, callouts can increase an ad CTR by 3%.
What is a callout? It’s a new feature on a PPC platform Yandex.Direct – short texts in ads which make them stand out in Yandex SERP and attract more visitors to the advertised websites.
Yandex.Direct geotagreting has always been a lot less sophisticated in comparison to Google AdWords. While AdWords provides possibilities to target locations as precise as a radius around specific city or even metro area or a ZIP code, in Yandex.Direct we can only target people living in a specific region and/or in main large cities in Russia.
Until now Yandex.Direct did not officially support targeting based on search intent, however their machine learning technology MatrixNet took care of that to some extent.
I summarized the available geotargeting options of both AdWords and Yandex.Direct in one of my earlier posts:
Yandex.Direct – Yandex’s PPC platform – fine-tuned their geotargeting for Russia by adding 200 new cities and areas inside the Russian districts.
For example, before advertisers had to target the entire Saratov District, and from today they can easily include or exclude various areas inside the Saratov District (Balakovo, Engels, and others), as well as cities inside those areas.
Mobile Internet usage in Russia is increasing and so does smartphone penetration. According to eMarketer, over 58 million Russians own a smartphone, which is 55% of all mobile users and about 40% of the total Russia’s population.
Rapidly increasing adoption of smartphones, and hence mobile apps, has lead to extensive growth of mobile advertising offerings in the market. Apart from traditional mobile ad networks, both global and local (Wapstart being the largest), Internet giants such as Yandex and Mail.ru Group, started creating very interesting products for mobile app promotion.
VK launched their app install ads in October 2014. Later, in early 2015, Mail.ru Group introduced myTarget – an advertising platform merging mobile inventory of Russia’s largest social networks VK, Odnoklassniki and MoiMir. Yandex started offering mobile-specific ads in summer of 2015 and now they are launching their first app promotion format.