Yandex Direct has introduced a new A/B testing tool in its Direct Pro interface, now available in open beta. Users can access this feature under the “Library” → “A/B experiments β” section.
This update streamlines the process of setting up and analyzing A/B tests directly in Yandex Direct, eliminating the need for additional tools like Yandex Audiences, Report Wizard, or Metrica.
Key Features of the New Tool
The A/B experiments in Direct Pro allow advertisers to compare different advertising campaigns or various settings within a single campaign. The process is simple:
- Formulate a hypothesis and create test campaigns.
- Set up and run the experiment.
- Analyze the statistics.
- Choose the best-performing option.
Transition from Yandex Audiences
While users can no longer add new experiments from Yandex Audiences to Direct Pro, any tests that were previously added will continue to function. Advertisers can complete or delete these experiments as needed.
Additional Updates
Yandex has been actively rolling out new features and updates, including a platform for retail media via Adfox and a major update to Yandex Direct’s help system. Additionally, Yandex has launched new simplified and extended web interfaces and exited beta testing for EPC in mobile app advertising.
Source: Yandex Advertising blog
Leave a Reply