Retargeting to a campaign audience

You can work with your display campaign audience to build different scenarios for communicating with your customers.

For retargeting, use a pixel — special code that can be embedded in advertising materials. The pixel collects the anonymous identifiers of users who saw your ad. Yandex does not receive any personal information about these users.

How to gather an audience

To set up pixel retargeting:

  1. Create a pixel in Yandex.Audience. On the Pixels tab, click Create pixel and enter a name. The pixel code will be generated automatically. To learn more, see Yandex.Audience Help.

  2. When creating or editing ads in a display campaign, add the pixel in a special field.

    Once impressions begin, the pixel will start collecting anonymous user identifiers. An impression is counted if at least half of the banner area was continually shown on the visible area of the screen for at least two seconds.

  3. Create pixel-based segments in Yandex.Audience. Specify the period to use for the data, and how many times the user must see the ad during the selected period.

    After processing is complete, the segment must have the status Ready and contain at least 1000 anonymous identifiers.

  4. Use your created segment to configure user profiles (in a display campaign or a display campaign with deals) or retargeting lists (in contextual ad campaigns), or bid adjustments.

Ways to work with the audience

You can build communication strategies of any complexity by using pixel-based segments and serving contextual and display ads.

Serve ads to a loyal audience

Use a pixel-based segment to reach people who saw your ad. This audience already knows your brand, which means that they are more likely to visit your facility or point of sale.

Configuration example

Mix and match the segments to create unique impression criteria

Combine pixel-based segments with other segments to form complex impression criteria. But keep in mind that targeting an overly narrow audience will reduce the reach of your campaign.

Configuration example

For example, you can combine a pixel-based segment with segments based on location data. This way you can identify users who have seen the ad and are currently located near your store.

Find a new audience

Serve your ads to people who aren't your frequent visitors and haven't seen your ads yet. Set a negative condition for your customers and people who have seen your ads.

Configuration example