Autotargeting in Yandex.Direct: Introduction, Setup, Efficiency

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The article explains:

Autotargeting in Yandex.Direct - what is it and why is it necessary
How does autotargeting work in Yandex.Direct
How does autotargeting in Yandex.Direct based on DRF differ from a similar service in Google
How to set up and use autotargeting in Yandex.Direct
Is autotargeting necessary in Yandex.Direct: final opinion

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Until recently, the formation of a semantic core was an integral part of preparing an advertising campaign. With the advent of autotargeting in Yandex.Direct, it became unnecessary to write keywords for placing advertisements in search results and on thematic sites.

This function is responsible for the automatic selection of key phrases and the display of ads by the search engine based on the analysis of advertisers' landing pages.

Autotargeting in Yandex.Direct - what is it and why is it necessary
Even with the most thoughtful france email list targeting settings, it is difficult to cover the entire target audience. For example, if the semantic core of your campaign is designed for people of a specific gender in a certain age range, how can you show ads to the rest of the audience that does not fit these characteristics, but is interested in the same topic? When launching additional campaigns for such groups, the CTR (click-through rate) is unlikely to be high.

Target audience for the content plan

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The recently available autotargeting technology in Yandex.Direct helps to solve this problem. It allows you to automate your advertising campaign as much as possible by displaying ads without preliminary preparation of keywords - they are selected by the system itself when analyzing texts from landing pages. This scheme is relevant both for search engine results and for placing ads on partner sites of the Yandex.Direct platform.

During a standard advertising launch or using the Additional Relevant Phrases (ARP) algorithm, the search engine evaluates the keywords specified by the advertiser. If in the first case it simply compares them with user queries, then in the second case it additionally selects a series of relevant phrases from one semantic field.

Marketing manager at Yandex.Direct Daria Ishimova explained that autotargeting is when the system perceives the text of an ad or landing page as a document and directly correlates it with search queries of the corresponding semantics. If the text is well composed and the advertising object is clearly highlighted, the search robot itself will select the key phrases the advertiser needs for the first time.