How to retarget "possible customers" for a new site?

Question

Yandex.Direct

Good afternoon.
I know about the possibility of retargeting for a site that has already visited a lot of visitors, but how can I do it for a new site?
For example, I sell generators and I want to target people who have a dacha, who are interested in "dacha insulation" and the like, but they do not write about the generator in the search engine. What tool to look for such people?

Answer 1

In addition to retargeting, there is also targeting to segments of similar users (look-alike), in this case, if you already have your own collected audience of potential buyers, you can create an additional segment for which the advertising system will select users similar to the first segment in their characteristics and interests. This way you can expand the reach to those who have not yet been on the site, but may also be interested in the offer.
If there is no initial audience at all, then it is worth using targeting by interests. In Yandex, this is used for display advertising; in Google, it can be used for both search and display advertising and display advertising. For this type of targeting, the interests of the audience or the purchases that it makes are selected. You won’t be able to choose the owners of the dacha, but you can pick up those who are interested in arranging the dacha or buying garden equipment, tools or plant seeds.