Behavior

With targeting by behavior (or “Retargeting campaigns”), you can mark up the audience you'll later show ads to.

The audience is marked up by creating action points and assigning them temporary categories. Action points are links to a pixel that need to be called (by installing them on a site or in a banner) to mark up the audience.

Next, you set up the conditions for campaign impressions in the campaign for an audience, whether it's marked up for certain categories or not.

Step 1. Set up categories and action points

  1. Make sure that an advertiser has already been created in your account for a campaign with targeting by behavior, otherwise create an advertiser.
  2. Open the Users → Participants → Advertisers tab. Click the Action tracking points button next to the advertiser's name.
  3. Click + Add and enter parameters for the action tracking point:

    • ID: Assigned automatically.
    • Name: Specify a name for the action point.
    • Category: Select a temporary category you want to mark up users with.
    • Template type: Standard or POSIX.2. If you need to register the address of the page where the action point is located, select the form in which the template for the page address check will be recorded.

      More details about template types
    • Referer template: If you leave this field empty, the action point will be tracked on any page. You can make a specific page template, but if the action point is embedded on pages that don't match this template, the action point won't work.
    • Size: Characterizes the value of the page for the advertiser. For example, the size of the home page may be 1, and the size of the "thank you for your purchase" page may be 10. The size of the action point can be assigned arbitrarily, but it must be greater than or equal to 1. The recommended range of values is from 1 to 10. You don't need to set the size for targeting by behavior.
  4. Click Add.
  5. Get the ad tag or a link to the action point.

    On the Action tracking points tab, open Ad tag. If you want to set the action point for the entire site, copy all of the contents of the Ad tag for the action point window. To embed the action point in the banner, copy the link to the action point. To do this, copy the img tag from the code together with the contents.

Step 2. Create a campaign and banners

  1. Create a campaign, specify the placement of the campaign on the site where the behavior-targeted banner should be shown. We recommend creating a campaign with the same advertiser that you enabled action tracking points for.
  2. Create a banner that needs to be targeted by behavior.

Step 3. Set up targeting by behavior

  1. Go to the Targeting → Behavior → Temporary categories tab. Specify the logic of applying the conditions:
    • <Any of the given conditions is true>. The ad will be served if at least one of the specified conditions is met.
    • <All specified conditions are true>. The ad will be served if all the specified conditions are met at the same time.
  2. Set up to 9 targeting conditions. These conditions can be both affirmative (<visited pages in the category>) and negative (<not visited pages of category>).
  3. Specify the category. For an affirmative condition, you can specify additional conditions (the minimum number and duration of views in the category) for marked up users.

Examples of solutions

Serve a banner (or campaign's banners) only to users who have already visited the site

To make sure the system remembers users who have been to the site and serves specific ads to them, set up targeting by behavior:

  1. Go to the Targeting → Behavior → Temporary categories tab. At the campaign or banner level, specify Serve campaign's banners only to users for whom: → <All specified conditions are true>.

  2. Set Condition No. 1 → <visited pages in the category> and select the created temporary category.

Serve banner No. 1 to users who visit the site (section, page) for the first time, and serve banner No. 2 to users who have already visited the site

To make sure the system remembers the users and serves specific ads to them, set up targeting by behavior:

For banner No. 1 (for users who visit the site for the first time):

  1. Go to the Targeting → Behavior → Temporary categories tab and set Serve campaign's banners only to users for whom: → <All specified conditions are true>.

  2. Set Condition No. 1 → <not visited pages of category> and select the created temporary category.

For banner No. 2 (for users who have already visited the site), set the reverse condition:

  1. Go to the Targeting → Behavior → Temporary categories tab and set Serve campaign's banners only to users for whom: → <All specified conditions are true>.

  2. Set Condition No. 1 → <visited pages in the category> and select the created temporary category.

Serve a banner from campaign No. 2 only to users who have seen the banner from campaign No. 1

To make sure the system remembers users who have seen banner No. 1 with a link to the action tracking point and serves them banner No. 2, set up targeting by behavior:

  1. Make sure that there are two or more banners. Banners can belong to different campaigns.
  2. Convert a link to the action tracking point. For example, you previously received a link in the format:

    <img src="http://ads.adfox.ru/166283/tracePoint?p7=jlzo&p8=b" width="0" height="0" border="0" alt="">

    Remove the img and amp; tags from the link (if there are any in the link itself). The resulting link should be:

    https://ads.adfox.ru/166283/tracePoint?p7=jlzo&p8=b
  3. Open banner No. 1, which should be displayed first. In the Tracking pixel link field of the banner parameters, insert the resulting link to the action tracking point.

  4. Open banner No. 2, which should only be served to users who have seen banner No. 1. Go to the Targeting → Behavior → Temporary categories tab at the banner level if both banners are in the same campaign. If the banners are in different campaigns, open the tab at the campaign level.

  5. Specify Serve campaign's banners only to users for whom: → <All specified conditions are true>.

  6. Set Condition No. 1 → <visited pages in the category> and select the created temporary category.

If there are two action tracking points, serve the banner to users who saw the first point and stop serving it to those who saw the second one

After you create two categories according to the instructions: one with an action tracking point for displaying the banner (category “1”) and the second one with a point for stopping its display (category “2”), set up targeting by behavior:

  1. Go to the Targeting → Behavior → Temporary categories tab and choose the logic of interpreting the <All specified conditions are true> condition.

  2. Set Condition No. 1 → <visited pages in the category> and select category “1”.

  3. Set Condition No. 2 → <not visited pages of category> and select category “2”.
  4. Click Change.
Attention. If the user fulfills the condition to stop serving them the banner and then sees the action tracking point with the <not visited pages of category> condition again, the information is erased and the banner is served to this user again.
Serve banner No. 2 to users who clicked on banner No. 1
  1. Get a link to the action tracking point that the temporary category is associated with.
  2. Create banner No. 1. We recommend using templates with HTML5 in the name.
  3. Open the parameters of the created banner and update them as follows:

    There is an “a” tag in the code

    Add an onclick="buttonClick() function call to the HTML code.

    For example:

    <a href="%request.reference_user1%" target="%banner.target%" onclick="buttonClick()">click</a>

    Add the following script anywhere in the banner layout:

    <script>
      var buttonClick = function() {
        (function() {
          var img = new Image();
          img.src = 'LINK_TP&pr=%system.random%';
        }());
      }
    </script>

    Where LINK_TP is replaced with an action tracking point link in the format: https://yandex.ru/ads/adfox/392990/tracePoint?p7=wtvn&p8=b.

    There is a callClick() function call in the code

    Find the callClick function in the banner's HTML code and add code with an action tracking point call to it.

    For example:

    function callClick(n) {
            var img = new Image();
            img.src = 'LINK_TP&pr=%system.random%';
          var link = ( n ? flashVars.events[n] : flashVars.link );
          window.open(flashVars.reference + "@" + flashVars.link, flashVars.target);
    }

    Where LINK_TP is an action tracking point link in the format: https://yandex.ru/ads/adfox/392990/tracePoint?p7=wtvn&p8=b.

  4. Create banner No. 2, which should only be served to the who clicked on banner No. 1, and set up targeting by behavior only for users who visited the pages in the temporary category.

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