1) The document discusses using bid adjustments in Yandex.Direct search ads to retarget users who had previously visited the Quelle clothing website and added items to their basket but did not complete a purchase. 2) It describes how raising bids for these previous visitors led to a 5% increase in click-through rates, a 30% increase in users adding items to baskets, and a 73% increase in completed orders. 3) As a result of these improvements, the company's overall revenue grew 113% compared to the previous period without bid adjustments, showing that retargeting past visitors was an effective strategy.

1. Часть
They came, they saw, they
returned: bid adjustments and
effective retargeting in
Yandex.Direct

2. Quelle
share of online orders
50%
year founded
1927
Clothing catalogue
www.quelle.ru
Anna Belovodskaya
Head of online marketing

3. Time period:
Tools used:
3 months
Measure the impact of bid adjustments on search
campaign retargeting.
› Search ads (Yandex.Direct)
› Yandex.Metrica
Goal

4. When shopping for clothes online, people often look at various
sites where they add items to their basket and then leave the site
to continue searching elsewhere.
We were interested in seeing how raising bids for users who had
already visited our site would affect our search ads’ performance.
4
Anna Belovodskaya
Head of online marketing

5. Solution
Step 1 Step 2
Compare figures
to previous period
Set up bid
adjustments for
previous visitors

6. Step 1

7. 7
A user visits the store and
places an item in their
basket
Set up bid adjustments for previous visitors
www.quelle.ru
Item
in basket
Now when the user
searches for one of the ad
campaign’s keywords, they
are more likely to see a
retargeted ad

8. 8
как выбрать купальник
www.yandex.ru
The store sends the user a reminder, increasing their contact with the brand and the
likelihood of conversion.
A user visits the store and
places an item in their
basket
Now when the user
searches for one of the ad
campaign’s keywords, they
are more likely to see a
retargeted ad
Set up bid adjustments for previous visitors

9. www.direct.yandex.ru
How to set up bid adjustments
On the page where you create and edit ads, create a retargeting list describing
the behavior of the user segment you want to reach: which actions in
Yandex.Metrica should the users in your segment have performed (or not)?
On the Edit ad groups or Parameters page, select a retargeting list and set a
positive bid adjustment to increase your bid by up to 1200%.
9
www.direct.yandex.ru
It’s easy to enable and disable
all adjustments if necessary.A retargeting list consists of one or more
rule sets joined by the operator AND.

10. Step 2

11. Click rates: before and after
11
Clicks increased by
5% after applying bid
adjustments.
Before
After
CTR
+5%

12. Conversion rates: before and after
CR (Basket) CR (Order)
12
The numbers of users who added items to their basket and placed orders likewise grew after
applying bid adjustments.
Before
After
Before
After
+30%
+73%

13. Revenue: before and after
13
The efficiency rate
(ratio of ad spending
to revenue)
decreased in
comparison with the
previous period.
Before
After
Share of ad spending
−20%

14. Results

15. 15
Results
Overall revenue (in
RUB) grew by 113%
after applying bid
adjustments.
+113%
Before
After
Revenue

16. Applying positive bid adjustments for our search ads paid off:
we could send reminders to users in our target audience at the
right moment, encouraging them to complete their purchases.
16
Anna Belovodskaya
Head of online marketing

17. Case prepared in collaboration
with
www.adlabs.ru
ADLABS