Часть

Turning previous site visitors into customers with smart banners

Wildberries

brands on site3500

founded2004Online clothing, shoes, and accessory store

www.wildberries.ru

Sergey YakovlevSenior advertising specialist

Period:

Tools used:

4 weeks

Bring users who didn’t complete purchases back to product selection page

› Yandex.Direct: smart banner(closed beta testing)

› Yandex.Metrica

Compare results of smart banner experiment with performance of other Yandex.Direct formats

Objectives

People often visit online stores, view products, and leave without making a purchase. To bring them back, you need to show them personalized reminders at the right moment. We took part in the testing of smart banners, which offer dynamic retargeting.

4

Sergey YakovlevSenior advertising specialist

Solution

Step 1 Step 2

Review performance

Set up dynamic retargeting for smart banners

5

Step 1

Creating a smart banner template

7

Smart banners are a Yandex.Direct ad format with dynamic content automatically selected based on user interests.

The advertiser creates a banner template featuring the product offering, logo, and seller information.

Just one smart banner can replace thousands of regular banners!

Advertiser logoLegal information

Banner background

Mosaic

Product offering

Old price and discount

8

How does dynamic retargeting work?

Smart banners have two modes:1) served to users interested in your products (prospecting new customers)2) served to users who previously browsed products on your website (dynamic retargeting).

Banners with dynamic retargetingenabled will display products the user previously viewed or added to their cart.

Dynamic retargeting also makes it possible to “catch” visitors who left the site without making a purchase — making special offers in product categories that interest them and encouraging them to return to your site and complete their purchase.

How does dynamic retargeting work?

9

Advertiser loads a YML feedwith information about products on the store’s site into Yandex.Direct

Advertiser uses filters to determine which products from the feed can be displayed in smart banners

Yandex shows the user a banner with personalized dynamic content

Advertiser then defines target audience based on combinations of ecommerce events in Yandex.Metrica

Settings

Yandex.Metrica tracks user behavior on the site (items viewed or added to cart, etc.) as ecommerce events and shares that data with Yandex.Direct.

Ecommerce events in Yandex.Metrica

10

Setting up ecommerce events in Yandex.Metrica is necessary for dynamic retargeting to work. Ecommerce events reflect how users interact with the site —viewing the full product description, adding or removing something to the cart, or completing a purchase, for example.

To set up ecommerce events, go to the “Counter code” section of the web interface and check the “Dispatch ecommerce data to Metrica” box. Then, your site developer should add the updated counter code to the site and have it send data about ecommerce events to Yandex.Metrica via data layer.

metrika.yandex.ru

Step 2

Reviewing performance

Average CPC for smart banners was pleasantly low at just 5 ₽. The quality of traffic brought by dynamic retargeting was high: the conversion rate was 3%.

The cost of one order with dynamic retargeting was also quite low thanks to the low CPC : 175 ₽.

ROI was 1340%.

12

CPC

5 ₽CPO

175 ₽CR

3%ROI

1340%

Results

Dynamic retargeting worked very effectively for us. The banner is large and noticeable, and people recognize the products they viewed on the site. I can also say that smart banners are easy to use: Direct makes all the banners itself, and we just make sure the product information is correct.

14

Sergey YakovlevSenior advertising specialist

15

As of this case’s publication, smart banners are in closed beta testing.Please contact the Yandex customer service department to take part.

We will announce the launching of open beta testing in our blog.