Yahoo! JAPAN Ads

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Deliver ads to website visitors (site retargeting)

Site retargeting is a targeting feature to deliver ads to internet users who have visited the advertiser’s website in the past.
Site retargeting is set in ad groups.

Mechanism of site retargeting
The flow of site retargeting setting
View the performance values of site retargeting

Mechanism of site retargeting

Improved ad effectiveness can be expected by displaying ads to internet users who have visited the site.

The flow of site retargeting setting

  1. Acquiring a site Retargeting tag
    To acquire a site retargeting tag, the “Content of Required for Privacy Policy” must be described in the “Privacy Policy” of the advertiser’s site. Confirm that the “Matters to be included in the Privacy Policy” is described, then acquire the site retargeting tag.
    Learn more about how to acquire the site retargeting tag on the following help pages.
    Tags for Site Retargeting
    Acquire site retargeting tag and tagging on site

    To acquire a site retargeting tag, you must be authorized with Admin or Edit access.
  2. Setting up the tag on site
    The site retargeting tag is set up on the pages of the advertiser’s site.
    By setting up the site retargeting tag on the pages, you can accumulate the visit history of internet users to those pages. For details see the following pages.
    Acquire Site Retargeting Tag and Tagging on Site
    • It is recommended to set up site retargeting tags on all pages of the site. Pages without setting the tag will not accumulate the browsing history information of users who visited those pages.
    • For sites that include double-byte characters such as full-size characters in the URL, site retargeting by URL (or partial URL character string) will not work even when a site retargeting tag is set up. Note that you might be able to create an audience list that specifies web pages by using custom labels instead of URLs. Learn more
  3. Create target list
    A list of users to whom the ad will be delivered (target list) is created on the "target lists" screen.
    The target list can be created by specifying a site URL (or a character string that is part of a URL), an optionally-created custom label, or a condition such as a source URL.
    What is Target List
    Create target list
    What is custom label of site retargeting

  4. Preparing campaigns and ad groups for site retargeting
    ※ If you have already created ad groups, the following steps are not required.
    With Display Ads management tool, you can create new ad groups and new ads, in addition to new campaigns, at the same time. When starting with new campaign creation, select “campaign” from the side menu (setting items), and click “Create campaign.”
    Learn more about new campaign creation on the following page.
    Create campaigns

    To create a new ad group under a campaign that has already been created, select “Ad group” and click “Create ad group” button.
    Learn more about ad group creation on the following page.
    Create ad groups

  5. Setting target lists in ad groups
    The target list created in step 3 is set in the ad group in step 4, or in an existing ad group. By doing this, you can deliver the ad created in the ad group to users on the target list.
    Learn more about setting in ad groups on the following pages.
    Set target list to ad group


    You can exclude users who satisfy specific conditions by using audience lists.

    For example:
    To deliver to “users who have never visited your website”, create an audience list of website visitors and “exclude” "website visitors."

    View the performance values of site retargeting

    You can view the performance (impressions, clicks, conversions, etc.) of the site retargeting set for the ad group. There are two ways to view.

    View from campaign list of Campaign Management Tool

    You can view the performance data from the site retargeting list view.
    Learn more on Check performance data.

    View from reports

    You can view the data by setting "Target list name" and "Target list ID" from "Setting items: Basic" of "Basic item" when creating a performance report.
    Learn more on Create performance report and template.

    • When one internet user matches multiple lists for each targeting, impressions and other performance values ​​will only be added to the list with the highest bid adjustment rate. When the maximum bid adjustment rate is set for multiple lists, the actual value will be added to each list. Therefore the performance data and the report totals by search keyword list, target list, and placement list may not match other performance data and reports.


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