to their address!

In November 2016, Yandex Direct introduced hyperlocal targeting — the ability to target not only countries and cities, but also certain areas, metro stations, streets, and even specific objects: shopping and entertainment centers, concert venues, train stations, airports, universities, and more …

Other things being equal, people usually choose the seller that is easiest to get to. If your offer meets the needs of the user and is within his walking distance, then it is likely that he will quickly turn from a potential client into a real one. The quality of traffic generated using hyperlocal geotargeting is much higher, which means that the percentage of conversions to applications is also higher.

How does hyperlocal targeting work?

Directly on the map, you can select a specific address or point and set the radius of activation of impressions. This feature became available thanks to the beta version of a new type of segments from Yandex.Audience - segments based on geolocation data.

You can collect three types of audience:

• are in this place now;
• come here regularly;
• were here N days for a certain period.

Important point! The segment will become available for advertising only after the system collects at least 1000 users according to the specified criteria.

To set up a campaign, you need to carefully think through all the segments, set them up, set the radius, and only then, when the system collects the necessary statistics over time, will the advertisement work.

How can this be used when setting up ads?

The assembled segment can be used in two types:

Based on audience selection. That is, we can target not by keywords, but show ads based on the principles of geotargeting for a given audience. We don't need keywords, we show ads to people associated with a particular place.

Apply bid adjustments for individual geosegments. That is, we run regular advertising, but we adjust bids for those who fall into the geosegment. For example, we raise rates for those who are within the range of our geosegment.

Examples of using:

If your headlines and texts will accurately fall into the needs of the audience, you will be able to receive a lot of cheap targeted traffic.

In conclusion, I would like to say that contextual advertising is constantly evolving and if before we fought for keywords, now we will fight for the audience. At the same time, the quality of traffic and the scope for creativity greatly increase.

Do you have any questions? Ask them in the comments and I will definitely answer them!

You can create segments in Audiences based on data providers (DMP - Data Management Platforms). They store user data and segment it into categories, age, interests, services used, etc.

On the Segments tab, click the Create Segment button and select Based on external data → Data Providers (DMP). The list will show the public segments and those that have been granted access to you by data providers. Public segments are cost-per-thousand-impressions (CPM); access segments from DMP are free. Detailed information you can get information about the segments from the DMPs that provide them.

Contact details of DMPs that are connected to Audiences

Greetings to all!Today we will talk about the new type of targeting, which was introduced by Yandex quite recently - hyperlocal targeting by audience segments. I will say right away that this species targeting can only be used for YAN campaigns, and for the search, you can only set rate adjustments.

Hyperlocal targeting allows you to deliver point on the map or choose specific address, then you set circle radius(from 500m to 10km) and thus get region in which the audience will gather. Then you need to choose from 3 conditions for selecting an audience:

• is now
• happens regularly
• was in the location for X days, for a week, a month or 3 months

After the segment is created, it will be processed for some time. The tooltip tells us that processing won't take more than 30 minutes, but, as practice shows, the segment can be assembled long enough so don't worry if it lasts few hours.

Finally we got audience segment and we can work with it. You can add adjustments right away for the entire campaign And into separate groups, but set targeting in YAN only per ad group.

Hyperlocal targeting: how to set it up?

In order to move on to creating audiences, go to direct account. In the right upper corner click on the image button several squares.

In the dropdown menu select "All services".

We find “Audience” in the list of all services.

Then on the page that opens, press the big yellow button "Create Segment" and select from the dropdown menu “Geolocation”.

Enter segment name, add location or simply put a dot on the map, choose radius and audience(located now, happens regularly, X days for a certain time). Click create segment and Yandex starts processing the audience.

Waiting for the audience will be processed and the status will change to "Ready". Sometimes there is a situation when in the segment you specified, the coverage less than 1000 users.

In this case, you need to either increase radius, or change audience selection settings.

now we have finished segment and you can go to targeting settings.

In order to ask targeting in YAN, you need to enter the campaign, click “Edit group”.

Then click add condition, come up with Name, select the desired segment, click save.

Opposite the created segment put a tick, click save again. After that we press "Further" at the very bottom of the screen. Note that the selected segment must not exit outside the display region, otherwise there will be no impressions.

It should also be noted that you can combine audiences by geolocation with other selection conditions.

In order to ask bid adjustments on Search, we also need to create an audience segment first. Go to the campaign settings, then click on "Change" against “Bid Adjustments”. Then press “The target audience” And “Setting Conditions”.

On the page that opens, click “+new condition”, then just like in the ad group, create a new condition. Then go back to the campaign settings, click "Change" against “Bid Adjustments”, choose "The target audience", press “+new adjustment”. We find our audience, add it and set the adjustment in % .

That's basically all you need to know to start using hyperlocal targeting. Thank you all for your attention!

We are always ready to help you

You can create a segment based on visitor data for specific locations. On the Segments tab, click Create Segment → Geolocation. Select the geolocation type: circles or polygons. Enter a name for the segment.

• circles
• Polygons

Select the appropriate option for adding locations: Find on map

Find or mark the locations you want on the map, and then add them to the segment.

You can use location names, addresses, or geographic coordinates to search for locations. Coordinates must be specified without the degree ° symbol, without a stroke and additional letters, for example: 55.755831,37.617673. The search will only go through the visible part of the map.

Once added to the segment, the location marker turns red, and the line with its address or coordinates falls into the Locations block. You can add up to 1,000 locations to a segment (maximum 100 for the condition).

To delete a location, click its marker on the map. The marker will turn blue, and the line with the address or location coordinates will disappear from the Locations block.

Add to list

Enter or copy the list of addresses you are interested in or geographical coordinates, one location per line. Click the button Add to Locations. If no locations are found for a string, or more than one is found, the string will be ignored during appending.

You can add a maximum of 1,000 locations to a segment (maximum 100 for the Audience: was N days for the period). If you have previously added locations to this segment, all of them will be lost when you add the list.

To delete a location, click the button in its row.

Increase the Coverage Radius if you are not interested in the locations themselves, but in their surroundings. You can choose a radius from 0.5 km to 10 km. You can change the coverage radius and the required frequency of visiting the selected territory at any time - both before and after adding locations.

Audience: was N days for the period

Audience: currently located- Anonymous identifiers of users who are in the selected territory right now will fall into the segment. Ads will be shown to users who are located in the specified locations.

Mark at least three polygon points on the map. Each new point will connect to the previous straight line, forming a side. The sides of the polygon should not intersect, and its area should not exceed 10 km 2.

To finish drawing, click on any point and select Finish . To add new points, click on the point where you want to start drawing and select Continue . You can delete a point by double clicking on it - then the side will connect two adjacent points.

Ready polygons can be moved around the map. A maximum of 10 polygons can be added to a segment.

Decide how often the users you need should visit the territory added to the segment:

Audience: regularly visits, lives or works- the segment will include anonymous identifiers of users who regularly visit, live or work in the selected territory. The selection takes into account data for the last 45 days. Ads will be shown to users who fall into the segment, regardless of their location.

Audience: was N days for the period- Anonymous identifiers of users who have fulfilled the specified condition will be included in the segment. For example, visited the selected locations 10 days in the last month. The period can be a week, a month, or three months. Several visits within the same day are considered one visit. Ads will be shown to users who fall into the segment, regardless of their location.

The created segment will receive the status "Processed". Processing may take up to two hours. If the reach is at least 1,000 anonymous identifiers, the segment will be set to Ready . Now it can be used to customize your ads.