What is Look-alike in Yandex.Direct
Look-alike is a targeting technology that finds potential customers online. It identifies those users whose behavior on the Internet fully or partially matches the behavior of the site’s real customers.
The algorithm is based on Yandex’s own dataset development – Crypta technology.
Machine learning analyzes the behavior of people interested in certain products and segments users into anonymous groups. As a result, Yandex finds an audience that is highly likely to become a client of the site.
Yandex.Adience and Look-alike
The search for a similar audience does not modern philosophy continueswork directly through Yandex.Direct, but through Yandex.Audiences. The service is designe ts) for displaying contextual advertising base on user data or Yandex systems. The look-alike audience is selected based on the segment created by the user.
Audiences based on What is Look uploaded data
Custom segments can be created based on hong kong ata data downloaded from CRM:
- telephone numbers;
- email addresses;
- Phone IDs.
The file must meet technical requirements and contain at least 1000 entries. The main difficulty is to dial a thousand phone numbers or addresses. For this, the resource must work for some time. This method is not suitable for new sites.
Audiences based on Yandex data
Segments are also generated using other Yandex services:
- Metrica – website statistics;
- AppMetrica – mobile application analytics;
- Geolocation – geographical location;
- Pixel Y.Audience is a tool for working with users who have seen the website’s advertising banner.
Another way to create an audience is segments from providers (DMP – Data Management Platforms). They store data about users and divide them into groups (gender, age, interests, etc.). But you can’t create a look-alike audience based on a DMP segment.
How to set up Look-alike in Yandex.Direct
To use Look-alike in Direct, you need two more services from Yandex, which we wrote about above: Metrica and Audiences. It is advisable to log in to them under one profile. Then you will not have to go through the settings to exchange data.