Turning previous site visitors into customers with smart banners

1. Часть
Turning previous site visitors into
customers with smart banners

2. Wildberries
brands on site
3500
founded
2004
Online clothing, shoes, and
accessory store
www.wildberries.ru
Sergey Yakovlev
Senior advertising specialist

3. 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

4. People often visit online stores, viewproducts, and
leave without making a purchase. To bring them
back, you need to show them personalizedreminders
at the right moment. We took part in the testing of
smart banners, which offer dynamic retargeting.
4
Sergey Yakovlev
Senior advertising specialist

5. Solution
Step 1 Step 2
Review
performance
Set up dynamic
retargeting for smart
banners
5

6. Step 1

7. 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 logo
Legal information
Banner background
Mosaic
Product offering
Old price and
discount

8. 8
How does dynamic retargeting work?
Smart banners have two modes:
1) served to users interestedin your
products (prospecting new
customers)
2) served to users who previously
browsed products on your website
(dynamic retargeting).
Banners with dynamic retargeting
enabled 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.

9. How does dynamic retargeting work?
9
Advertiser loads a YML feed
with 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 smartbanners
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.

10. 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

11. Step 2

12. 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%

13. Results

14. Dynamic retargeting worked very effectively for us. The
banner is large and noticeable, and people recognize the
products they viewedon the site. I can also say that smart
banners are easy to use: Direct makes all the banners
itself, and we justmake sure the product information is
correct.
14
Sergey Yakovlev
Senior advertising specialist

15. 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.