How to create a Look-alike in Yandex Direct?
Posted: Tue Feb 18, 2025 8:28 am
On this advertising platform, the neural network analyzes several hundred parameters when selecting a LAL audience. The tool will work well only for those projects for which there are visitor statistics. Algorithm of actions:
Creating an initial segment. The information must be uploaded to Yandex Audiences, and Yandex Metrica must be used for selection. The database is formed as a file, which is given a corresponding name and the data type is specified. Yandex Direct processes this data, compares it with that collected under its identifier. When the processing is complete, the status will change to "Ready".
Segment statistics analysis. This is done to ensure that the group contains many users with similar characteristics.
Selecting a target indicator from Yandex Metrica and starting the calculation of the percentage of visitors that match it. The latter is done to check the correctness of the choice.
Selecting an identical audience. To do this, use the "Similar Users Segment" item, which is located in the context menu.
Setting up selection conditions, precision and coverage.
After that, you just have to wait for the network to kazakhstan mobile database automatically select the audience. This can take a long time, 1-2 hours.
Examples of use
The advertiser decides how to use the LAL audience tool. For example:
To set up direct targeting, which will help increase reach. The ad will be seen by all users with similar characteristics. This can be done when running a seasonal promotion. For example, when an online store holds a sale before the holidays.
For display by keywords. The advertiser can increase the bid for similar groups. For example, many users are interested in tablets, but not all are ready to buy. The ad will be targeted at those who are potentially ready to place an order for a gadget similar in price and characteristics to those already ordered by users from the original group.
To customize search impressions. To do this, the advertiser increases the bid for certain search phrases, and the ad will be seen by users similar to those who have already visited the site and purchased the product.
These methods will help you improve your campaign results without additional costs.
What can worsen the indicators?
The determination of LAL is affected by the correct selection of the initial group. The results may be worsened by:
Too low reach, which causes the audience to burn out at a faster rate.
Incorrect definition of the source audience. For example, it formally meets the criteria, but was collected over too long a period of time, and since then, user behavior has changed.
Too broad or, on the contrary, too narrow settings for socio-demographic criteria. You can’t ignore gender, age, status of users, but too narrow a breakdown (for example, into groups of 20-22 years old, 25-27 years old) will worsen the indicators.
It is not recommended to launch several advertising campaigns with the same settings for the same groups. This happens when different advertising formats are launched for one segment, but they only compete with each other and do not produce results. It is better to launch such campaigns sequentially.
Creating an initial segment. The information must be uploaded to Yandex Audiences, and Yandex Metrica must be used for selection. The database is formed as a file, which is given a corresponding name and the data type is specified. Yandex Direct processes this data, compares it with that collected under its identifier. When the processing is complete, the status will change to "Ready".
Segment statistics analysis. This is done to ensure that the group contains many users with similar characteristics.
Selecting a target indicator from Yandex Metrica and starting the calculation of the percentage of visitors that match it. The latter is done to check the correctness of the choice.
Selecting an identical audience. To do this, use the "Similar Users Segment" item, which is located in the context menu.
Setting up selection conditions, precision and coverage.
After that, you just have to wait for the network to kazakhstan mobile database automatically select the audience. This can take a long time, 1-2 hours.
Examples of use
The advertiser decides how to use the LAL audience tool. For example:
To set up direct targeting, which will help increase reach. The ad will be seen by all users with similar characteristics. This can be done when running a seasonal promotion. For example, when an online store holds a sale before the holidays.
For display by keywords. The advertiser can increase the bid for similar groups. For example, many users are interested in tablets, but not all are ready to buy. The ad will be targeted at those who are potentially ready to place an order for a gadget similar in price and characteristics to those already ordered by users from the original group.
To customize search impressions. To do this, the advertiser increases the bid for certain search phrases, and the ad will be seen by users similar to those who have already visited the site and purchased the product.
These methods will help you improve your campaign results without additional costs.
What can worsen the indicators?
The determination of LAL is affected by the correct selection of the initial group. The results may be worsened by:
Too low reach, which causes the audience to burn out at a faster rate.
Incorrect definition of the source audience. For example, it formally meets the criteria, but was collected over too long a period of time, and since then, user behavior has changed.
Too broad or, on the contrary, too narrow settings for socio-demographic criteria. You can’t ignore gender, age, status of users, but too narrow a breakdown (for example, into groups of 20-22 years old, 25-27 years old) will worsen the indicators.
It is not recommended to launch several advertising campaigns with the same settings for the same groups. This happens when different advertising formats are launched for one segment, but they only compete with each other and do not produce results. It is better to launch such campaigns sequentially.