How to set up Yandex.Direct yourself and make huge profits. Yandex Direct - setting up a campaign yourself, reducing the cost per click and increasing the return on advertising in Yandex

Distinctive feature Yandex Direct is high speed of setup and focus on results.

If, of course, it was configured correctly.

In this article we will analyze all the stages and subtleties.

Before you start setting up your Yandex Direct account, you will need an account in Yandex.

In the window that opens, either log into an existing Yandex account or register a new one.

Fill out all the fields and indicate the phone number, press the button

On the next settings page you need to select your country. Be sure to provide the correct information, as this will select the appropriate currency and you will no longer be able to change this setting in the future.

There are 3 options to choose from:

Text and image ads

This type of campaign is the main one for most advertised goods and services.

At this stage, the account setup is already completed.

But to complete registration and simultaneously activate your Yandex Direct account, you must go through the stage of creating and setting up the first advertising campaign.

Quickly complete account registration in Yandex Direct

To skip setting up your first campaign, all you need to do is:

Set the display region and click next at the bottom of the page.

In the window that opens for creating advertisements, fill in the required items:

Group name

Heading 1

And at least one key phrase.

This campaign can later be deleted or edited for normal display.

Creating an advertising campaign on search in Yandex Direct

To start:

Give the campaign a name.

It should be clear and reflect the type of campaign and its content.

Examples of a great campaign title: Search - General Search Queries - Moscow

YAN - Coffee brands - Lavazza - Krasnodar

You should not name the campaigns: “Test1”, “New campaign2”, etc., since in the future it will be impossible to quickly figure out what kind of campaign is in front of your eyes.

In the future, this will simplify the creation of UTM tags for tracking advertising productivity, read about them.

Set the Show Schedule

To do this, set the start and, if required, the end date of the advertising campaign.

The standard is 24/7 advertising.

For each topic and business, these settings differ; if you process orders or calls from the site around the clock, then you don’t need to change anything; in other cases, you need to test the time and days of the week when advertising is shown.

Here you can set bid adjustments for the entire campaign.

For example, your customers usually make calls and orders from 9.00 to 12.00 and from 17.00 to 21.00, in order to optimize costs, you can set a downward adjustment at non-conversion times and, on the contrary, set up adjustments for those hours during which the largest number of orders occur, thereby you will not you will overpay for top positions at the wrong time and, on the contrary, appear at the very top when you need and take most visitors.

To do this, let's go to the bid management mode:

Use the slider to set the adjustment you want to make and use the mouse to set the time adjustment.

The next step is to select the display region.

Everything is simple here - select the region where your advertising will be displayed.

Here you can also set adjustments for each region; they are great for regulating the delivery capabilities of goods.

For example, if you have the opportunity for free delivery only in Moscow, but there is also the opportunity to deliver in the Moscow region, then you can set downward adjustments for particularly remote cities in the Moscow region, to reduce the flow of orders from them and focus on closer settlements.

With advanced geographic targeting, a person outside your ad's region who is looking for a product or service in your region will be able to see your ad.

For example, a person from Nizhny Novgorod enters a search query: “restaurant in Moscow,” if advanced geotargeting is enabled, then even if he is not in the specified display region, your ad will be displayed to him, since the system understands that this is a targeted query.

Let's move on to managing impressions.

Display Strategies

At this point, be sure to indicate where you want to display advertising: On search or in networks.

For a campaign, it is best to choose a manual strategy. This strategy leaves flexible settings for bids and allows you to set a daily budget for the campaign.

In the same window, set the minimum daily budget. The minimum threshold is 300 rubles.

It is also worth paying attention to the display mode, with the standard display mode the ad is shown without restrictions and spends the daily budget in fact, while there is a possibility that the budget will end too early, thereby you can determine how much daily budget is required on average for a particular campaign to complete her returns.

If budgets are too small, you can switch to distributed display mode. But in all other cases, I recommend leaving the standard mode and later, with the help of adjustments, you can manually stretch the budget for the whole day without losing your share of potential clients.

The item “Show on search only under results” is the display of advertising in the guarantee block at the very bottom of the page, in this block the number of impressions, and therefore transitions, is an order of magnitude lower. However, for some topics where the time for making a decision is not too urgent, then advertising in guaranteed impressions can give very good results.

For a manual strategy, it is better not to include this item, since all this can be controlled using bets.

Bid Adjustments

Bid adjustments - in addition to the two previous adjustments for display region and time targeting, there are several more types of bid adjustments in Yandex Direct.

Adjustments for mobile devices.

Now, at a time when traffic from mobile devices is increasing at a tremendous speed, new sites are already being created tailored for them.

In these realities, if, after all, your site does not have mobile version or is not adapted for mobile devices, it is best to reduce the display of advertising for mobile devices by up to 50% using this adjustment.

Also, on the contrary, there are topics in which potential clients mostly sit on mobile devices, then you can set an upward adjustment, up to 1200%.

Adjustment by Gender and Age:

With this adjustment, we can limit impressions to minors. And also in certain topics, make upward or downward adjustments by gender or age.

The last possible adjustment at the campaign level is adjustment for video additions, since our advertising campaign is for search, and video add-ons work for ads in YAN, this adjustment is not needed here.

In the same section, be sure to set the item “Stop ads when the site is down.”

Here it is better to set up SMS notifications about the unavailability of the site.

Selection of key phrases

In this section, you need to add which will limit the display of ads for irrelevant queries.

Example: Advertising is carried out for a night Club, using the key phrase “clubs in the center of Moscow”, while a person can search for a fitness club and not a night club, therefore, to exclude advertising for this phrase. you need to add a negative word fitness.

Thus, by adding all the negative phrases for the topic at the campaign level, we increase both the quality of the advertising campaign and optimize the budget spent on it.

To quickly select negative keywords, you can use the Yandex service - Wordstat

The principle of operation is discussed in the article below.

Additional relevant phrases are phrases that Yandex automatically selects based on existing phrases and analysis of the audience that clicks on them. When setting up a campaign well, these phrases are not needed, since they are usually already worked out. Often additional relevant phrases bring a lot of non-targeted traffic, and the most important thing is that they are included as standard.

For beginners, we definitely turn it off!

For those already versed in the Direct system, you can test this function, but do not forget that it can add completely incorrect phrases.

Business card in Yandex Direct

Firstly, a well-filled business card allows you to significantly expand your ad on search.

Secondly, it gives general idea about the service and a person who clicks on a business card, even if it is filled out well, has a very high chance of calling directly on the phone number indicated on it.

And one more nuance, even if there is no website, you can display advertising without it; when a business card is filled out, instead of going to the website, the business card will open in a separate window.

For the minimum you need to fill out:

Country, city, phone number, campaign name, opening hours.

The more you fill out, the greater the chance that the person using the business card will call or write to you or come to the specified address.

Metrica - in this paragraph you need to indicate the number of the Yandex Metrica counter, in short, using this service you can make a detailed analysis of all visits to the site, if you still don’t have it installed, it’s time to install it, since with its help you can easily determine the quality advertising campaigns in Yandex Direct.

Here, after specifying the counter, we check that the “Mark links for metrics” item is enabled; using this function, automatic marking of links is enabled, so that you can subsequently view information at various levels of the campaign, from campaigns to keyword.

The notifications already contain your registration data according to the standard; here you can change the email to which they will be sent and the telephone number for SMS notifications.

Special settings.

Prohibited sites and networks

At this point, you can add Yandex images for a search campaign, since when analyzing search campaigns, there are cases of advertising being displayed in this service.

Here you can also specify the IP addresses from which you are working to disable the display of advertising at these addresses, in order not to spoil the CTR (click-through rate) of ads, for example, when searching for competitors using common queries.

You can also mark a campaign as important to pin it above the rest of the list of campaigns.

It is better to leave the remaining settings as default.

This completes the campaign setup, then you should start creating ads.

Creating ads for Yandex search

When creating an ad group, just like with a campaign, we set a clear name for the group.

We leave the ad type as text-graphic.

Writing the headline is perhaps the most significant part of the ad, requiring:

Attract a person's attention

Give the correct answer to his request

Encourage him to convert further on the site.

Also, the headline can cut off the non-target audience.

For example, when searching wristwatch You can indicate the price in the ad, thereby users will understand whether this is their price segment or not.

The first header may contain up to 35 characters excluding punctuation marks (up to 15 characters).

When writing a title, you should include a keyword in it; when the ad is displayed on a search, it will be highlighted in bold, and this will also subsequently reduce the cost of a click and increase the click-through rate of the ad.

Maximum - 25 characters in one clarification. In total they should not take more than 66 characters.

In the Address and Phone section, insert the business card that you filled out earlier in the campaign settings.

Autotargeting

This function allows you to automatically select keywords based on the ad text and the website page to which the ad leads.

Like additional relevant phrases, it can attract a lot of traffic for completely untargeted queries.

So We do not enable autotargeting.

Key phrases

A special tool is built into Yandex Direct to select keywords (phrases).

In order for Yandex to suggest keyword options, you must enter at least one keyword.

In the window that appears, mark the necessary keywords and add them to the advertising campaign.

Here we can also see the main negative words that should be added to the list for this ad group, or added at the campaign level.

These hints are displayed using Wordstat statistics.

Collecting words using the Wordstat service

Using Yandex Wordstat Assistant, we can collect a large list of keywords that we can then add to our advertising campaign, and here we can select negative keywords.

After selecting key phrases, Hints will appear in which you can also find key phrases related to the theme of the advertising campaign.

You can use special operators when adding keywords.

According to the search standard, Yandex does not take prepositions into account; when displaying an advertisement for “sunblock” or “sunblock” without an operator, there will be the same advertisement.

To do this, you need to put “+” before the preposition “Suncream +”

In tourism topics, when using the keyword “ticket Moscow-St. Petersburg”

Yandex without the “” operator will show tickets both from Moscow to St. Petersburg and from St. Petersburg to Moscow, to maintain word order, you need to enclose the key phrase in square brackets - [ticket Moscow St. Petersburg]

Negative phrases

You can also use operators for Negative phrases, most often the exact match operator is used.

The conditions for selecting an audience for search are not needed, since we skip this setting for YAN.

Display regions

Budget forecaster Yandex Direct

On at this stage you should use the Yandex service “Budget Forecast”

In this service we indicate the desired display region.

The calculation parameters are already adjusted to your account settings.

In the Selection of phrases, insert the phrases that you previously added for the ad group.

We also add negative keywords.

On the right, select the positions in which you want to display your ad.

The special placement block is located at the very top of the page and can contain from 0 to 4 ads on desktop and from 0 to 3 on mobile devices, depending on the type of request, the guarantee is accordingly located at the bottom and consists of 4 advertisements.

In the future, this figure may change greatly, but the forecaster can give an idea of ​​the cost.

The last step in creating a campaign is placing bids.

For the vast majority on search good start will serve to set the rate at the entrance level to the special placement.

Let's open additional betting settings.

Here we select the entrance to the special placement + 1% of the price, so we will not heat up the auction in the special placement too much so that the price for the position does not quickly increase, and we set the maximum price that we are willing to pay per click.

For beginners, Yandex underestimates the cost of special placement and overestimates the cost of the guarantee block, thereby checking the quality of advertising and the advertiser, so when incorrect settings a beginner will quickly spend the entire balance in bringing income to Yandex, but if the settings are correct, then the price will change until the ad gets enough clicks, thereby he will already have accumulated statistics on , and then prices will change precisely because of this value, also from quality indicators of keywords, the bid is also influenced by the number of competitors and their participation in the auction.

Ready! All that remains is to send the campaign for moderation.

Creation of mobile advertisements.

In an already created campaign, you can create new group advertisements from

When creating an ad group, select the “Mobile ad” type

When creating a mobile ad, keep in mind that the space on the screen mobile phone not so much.

It is better to make the headings smaller than for the desktop version, but more catchy and specific.

The text needs to reflect only the essence with a call to action.

Phrases related to the call are best.

After the standard campaign settings, we move on to creating ads, this is where the main difference between the campaign and a standard search campaign appears.

Instead of collecting key phrases, you will need to specify “Data Source” here.

It's either a website or a data feed.

The easiest way is to add a website.

I also strongly recommend that you enter the utm tag correctly by clicking on the “Add parameters to links” button and enter a standard utm tag there, since search phrases will be selected automatically here, it is very important to follow it.

In other settings you need to set:

• clarifications

Also, in the “Targeting Conditions” settings, you can select a group of pages on which advertising will be created, or leave this function unchanged, then advertising will be created on all pages of the site.

Here we set the click price, negative phrases, impression region and adjustments for the ad group.

All. The campaign is ready.

Data feed.

For large online stores, aggregators, and sites with a large number of pages and titles, you need to create a site data feed.

This is a file that is created based on the data of each product; it contains the name of the product, its category, price and description.

In most CMSs, such as WordPress, Opencart, etc., there are special modules that can automatically create a data feed.

In the future, it can be used not only in Yandex Direct, but also for placing goods in Yandex Market, as well as creating dynamic and product ads in .

Feed example:

< offer id = "0123456" available = "true" >

< url >

< price > 1620.00

< oldprice > 1800.00

< currencyId >RUB

< categoryId > 19

< picture > http://89.123.45.678/catalog/photo/19/6.JPG

< store >false

< pickup >true

< delivery >false

< name > Antivirus ESET NOD32 Platinum Edition

< vendor >Eset

< vendorCode >NOD32-ENA-NS(BOX)-2-1

< description > Antivirus ESET NOD32 Platinum Edition - license for 2 years NOD32-ENA-NS(BOX)-2-1

< sales_notes > Payment: Cash, banknote, plastic cards, credit

< manufacturer_warranty >true

< country_of_origin >Russia

< age unit = "year" > 18




To create a data feed without the proper skills, it is better to contact a web programmer.

Campaign - Smart Banners






Since it is in beta testing, for those who do not have agency status, but already want to use smart banners, you can contact the manager and ask for access to this type of campaign.




Smart banners require a ready-made data feed, described above.




Before creating smart banners, you need to go to “Feed Management” and upload a ready-made data feed

I also want to note that Yandex is currently testing new version Commander's Direct, which will be an excellent replacement for the existing version.

The Direct Commander interface is divided into 4 zones advertising agencies and 3 zones for regular client accounts.

There are 3 main parts here.

The main feature of the program is the ability to work with large amounts of information at once.

With the Find and Replace tool, you can easily change links, headlines, ad text, and more across your campaigns.





There is also an excellent tool here: cross-minus phrases and remove duplicates. This function is needed so that general queries do not overlap with more specific ones. And also so that keywords do not conflict with each other in the same auction.

Let's move on to the most important function Yandex Direct Commander.

This template takes into account the maximum length of headings and ad text, there is also a check for the correct spelling of displayed links, and there is control over the length of quick links.




After creating a campaign template based on this template, it can be loaded using Direct Commander into the interface.

To do this, in the part of the commander interface with the list of campaigns, you need to click on the “Import campaigns from file” or “Import campaigns from the clipboard” buttons.




All that remains is to set the general settings for the advertising campaign, set bids and send for moderation.

Conclusion

In conclusion, I would like to say that Yandex Direct is excellent for mastering contextual advertising.

For small businesses, this is a great way to get your client here and now and start making profits from the first day of launching advertising campaigns.

And for business giants, this is an additional flow of new clients, work on recognition, a way to offer new types of services and goods.

Coupled with analytics systems, Yandex Direct can become an excellent tool for you to attract your audience.

Yandex Direct is the largest contextual advertising network in Russia; only Google AdWords can compete with it. Contextual advertising allows you to quickly attract visitors to your site; you only pay for clicks on ads. Creating and further managing an advertising campaign is not too complicated, however, there are a number of nuances that you need to know. They help make your advertising campaigns in Yandex Direct more effective from an economic point of view.

Why do businesses need Direct? There are several answers:

• Contextual advertising in general and Yandex Direct in particular are the most efficient look advertising, which allows you to attract the required number of customers;
• Targeted traffic can be received already on the first day of your website’s operation, unlike search engine promotion;
• You can customize your targeting to show your ads only to your target audience, which is a must for some businesses.

Principle of operation

For simplicity, I will briefly and step-by-step describe the operating principle of Ya.D. As an example, let's take a company that sells airline tickets.

1. The company creates its ad;
2. The company selects targeted queries for the ad;
3. The user enters a search query;
4. Yandex shows him an ad that matches the user’s interests, which is why advertising is called contextual;
5. The user comes to the site and buys a ticket;
6. An alternative option: the user reads an article about the country on a site where he is shown an ad, since this site is a Yandex partner.

In search results, ads look like this:

On the site it will be like this:

Yandex.Direct plays the role of a link between the client and the company. Considering Yandex's share among search engines (more than 50%), the audience is huge. Moreover, the share of those who not only search for information on goods and services on the Internet, but also buy them there, is also growing. Contextual advertising provides opportunities that modern business should not be ignored.

Choose “Professional”, as this option gives you more options for customizing your advertising campaign. If you do not have a country set in your Yandex settings, you will be asked for this data when creating a campaign in Yandex Direct. Next you will be asked to provide other personal data, everything is simple. As you can see, you can even connect SMS notifications.

Strategy allows you to choose a scheme for displaying ads; there are manual strategies, and there are fully automatic ones. There are 11 strategies in total; in Direct you can read their descriptions and choose what suits you. Most of all there are automatic strategies that allow you to choose an option depending on your current tasks. This can be the maximum efficiency in terms of number of clicks and costs, maximum amount traffic or other types. Start with the “Highest Available Position”, this is the optimal strategy for beginners. I'll talk more about strategies below.

They provide the opportunity to increase or decrease the cost per click for a specific audience. There are three adjustment options:

• Gender and age;
• For mobile;
• For those who have already visited the site.

You can install them at any time, so you can skip this point at first, it is not so important.

Time targeting allows you to set the display time for ads. Everything is simple here, I won’t give advice, you yourself must know at what time you need clients. You can set up a show at any hour and any day of the week. If the time when a visitor visits your site matters to your site, then this settings item cannot be skipped. Sometimes it happens that part of the budget is wasted at night or on weekends.

Advanced geographic targeting is also a useful feature, but not for everyone. It allows you to show your ads to users from other regions, but only if they specify your region in the request. It is recommended to leave the checkbox, and for some sites this is absolutely necessary. For example, it is logical to display the request “Hotels in Kazan” in any region. But “order a bathhouse in Kazan” needs to be shown only in Kazan; it is obvious that the effectiveness of such an ad in any other region will be zero.

Single display region for all ads allows you to manually set the geography of your advertising. In some advertising campaigns, this is necessary to increase efficiency and to identify the target audience by geography.

Single address and telephone allows you to create a virtual business card of your company, where you can indicate various data, from opening hours and phone number, to the metro station and Email. It is not necessary to fill in all data.

Now let's look at the following settings that complete the creation of an advertising campaign in Yandex.Direct, after which you can move on to creating ads and adding keywords.

They allow you to specify words that, if present in a search query, will not show your ad. Words are added there that may bring in a non-target audience. That is, the main task of negative keywords is to exclude the display of ads for information requests, leaving only commercial ones.

Allows you to configure the display of ads on sites that are members of the Yandex Advertising Network. The settings depend on what products or services you offer. For some, traffic from the search results page is better, while for others, traffic from topical sites is better. Especially when it comes to expensive and specific products. If you check “do not take into account user preferences,” then the ads will be thematic to the site page on which they will be displayed.

By default, there will be behavioral targeting, which takes into account the interests of the user, and not the subject of the site. If the user was looking for air tickets, Yandex will remember this and will show him relevant ads on all partner sites where behavioral targeting is allowed.

I’ll talk about impressions for additional relevant phrases below, but leave everything at default for now. The function will not work if Yandex.Metrica is not connected.

Site monitoring must be enabled (requires connection to Metrica). If your site goes offline, the advertising campaign will be stopped. If you run ads at night and on weekends, then you cannot do without this function. Below you can add a Yandex.Metrica counter.

Link markup will add tags to the url with the click number and transmit the data to Yandex.Metrica. The feature is useful and worth enabling.

Creating an ad

The Mobile Ad checkbox allows you to create an ad to display on mobile devices. For mobile phones, it is better to create separate ads that have their own specifics. If you skip this point, Yandex will independently convert your regular ad for mobile devices.

Heading must reflect the essence of the ad and must contain a key phrase. Are you involved in website promotion? He will write “Website promotion throughout Russia.” The title is limited to 33 characters, including spaces.

Announcement text can be up to 75 characters long. The text should:

• Contain a call to action;
• Contain a key phrase;
• It may contain the words “discount”, “promotion”, etc. (if such services are available on your site), for users they are an additional factor that encourages them to click on the ad.

You can also add images, however, there is a minimum cost per click limit for such ads; in my example, I will not add an image. You can also add quick links:

I added links to the “Services” and “Prices” pages; if you have pages on your site where a visitor can immediately get what he needs, it’s worth adding quick links. They often increase the click-through rate of your ad.

Clarifications– an additional line in which you can specify competitive advantages. They will be shown only in the first special placement and when viewed from a PC. They must also first undergo moderation; this is necessary so that Yandex employees can check whether the stated information is true. I'll skip that now.

Address and telephone– will allow you to specify contact information for the advertisement with the ability to add advertisements for display on Yandex.Maps. It is recommended to specify.

So, I ended up with a declaration like this:

This is how it will appear in search results. You can see other options, as well as how it will look on mobile devices. At this stage, the most difficult thing is to compose a good text, since you need to indicate maximum information in a minimum of characters. The text should be informative and make you want to click on the ad. But you need to be careful, because if you deceive users, you will have a large number of“empty” clicks without real results and failures on the site.

Keywords for ads

Yandex Direct gives you a tool for selecting keywords. This is an important stage that needs to be approached very seriously. We are interested in website promotion, so we enter this phrase and immediately see the tips:

I marked in yellow what I will add, since all these keys correspond to the services that my company provides. You can go the other way and click “Select”, then the following window will appear:

It is better to use this method, since the number of impressions is also displayed here. But you shouldn’t ignore the hints either. In this example, I will not add a lot of key phrases, my task is to explain the basic principles. But choosing the right keywords can greatly affect the effectiveness of your ads.

This example explains the principles of creating ads; in fact, this is not what you need to do. The fact is that for each group of keywords you need to create a separate ad. That is, making one ad with a lot of keywords (as in the example) is a mistake. In my example, separate ads need to be created for the phrases that are highlighted in yellow. This approach will increase CTR and reduce the cost per click, which I will discuss below.

In the negative words I will indicate the following:

These words will prevent ads from being shown to those who are looking for information and most likely will not order anything. Again, there are few negative keywords in this example; in fact, there are many more. I will leave the retargeting conditions unchanged, I will leave the display region as “Russia”, since I need clients from any city. I have a separate article about retargeting.

I will not touch the rate adjustment in this example. They allow you to set a price for a specific audience. For example, if you believe that men 25-35 years old will be your best audience, you can adjust your bids so that the cost per click for this group will be higher. I will also not set labels in this example.

As you can see, some settings duplicate the settings of the advertising campaign, so it is better to specify them there, so as not to enter them again each time. At any time, you can change the settings of both the entire advertising campaign in Yandex.Direct and a separate ad group.

This is where we finish creating the ad group and move on to choosing bids.

Setting prices per click

Yandex.Direct will automatically show us prices. Here are the things you need to know:

• Special placement – ​​top of the page;
• Guarantee – impressions at the bottom of the page.

Ads that are located at the top of the page get much more traffic, but they cost more. Sometimes there are situations where a warranty can be more expensive than a special placement, but this is rare. This happens due to poor ad settings; this is a kind of punishment from Yandex.

I get this picture:

Don’t be alarmed by high prices, it’s just a matter of keywords and the fact that the display region is not configured. It is clear that there is a lot of competition for such a request throughout Russia, which is why the price is so high.

Yandex.Direct works on the principle of an auction. Whoever paid the most will be shown the ad. It can be seen that upon request “seo promotion”, entrance to special accommodation costs 2,500 rubles (this is the maximum possible price). If the price is a little lower, then my ad will be shown when there are no other advertisers who will outbid my bid. If there are such advertisers, then your ad will not appear on the page in the search results, but on partner sites. The prices there are lower than in search results.

To display on partner sites, you also need to create separate ads in Yandex.Direct. In them, disable impressions in search, and in search ads, disable impressions on partner sites.

However, the price of 2,500 rubles per click does not suit me, so I will do what I said above, namely, create an ad for a different group of keywords and indicate the region.

It can be seen that the price has become much lower. This is why you need to create separate ads for different groups keywords. In addition, such ads will have a higher CTR than those for general phrases. Yes, negative keywords allow you to exclude information requests, but you can’t provide for everything.

After you click “Save”, you will be redirected to the next page, where Yandex.Direct will show the productivity of the ads based on its own assessment. Productivity is calculated based on many factors, but in general, the higher this indicator, the more effective your ad is in terms of price-quality ratio.

It can be seen that the second keyword has higher productivity, simply because the region is in in this case"Republic of Tatarstan". Also pay attention to “site promotion” - the price for the specified region is 5 times lower than without this option. That is, if you need to collect traffic from all over the country, then you:

• Create ad groups based on keywords;
• Create groups for different regions.

In my case, you can display the request “website promotion” in 10 regions and create a separate ad for each, but an ad with the heading “website promotion + region” will be more effective.

Next, the ad must be sent for moderation. Its speed depends on the number of ads, pages to navigate to and the volume of keywords. Moderation of an ad in Yandex.Direct rarely lasts longer than 48 hours; usually a response comes within a day. If the verification takes longer, do not hesitate and contact the support service, they have a feedback function.

About choosing a display strategy

By default, we left the "Highest available position" strategy, it will show your ads in the highest positions, but the cost of transition will be maximum. Sometimes you need to choose a different strategy, here I will give some tips.

If you are interested in traffic at a minimum price, then select “Display in a block at a minimum price.” For this, you can also select “Weekly package of clicks,” where you can specify the required number of clicks, as well as set the maximum price.

“Average cost per click” allows you to get the maximum number of clicks; in this case, you can specify expenses per week, and Yandex.Direct will set the rate automatically. “Weekly budget” also allows you to set a spending budget for the week, but you can also set conversion by goals using the connected Yandex.Metrica.

“Independent management” allows you to display your ads only on thematic platforms; the screenshot shows that I disabled their display in search results. In fact, there is nothing complicated in these strategies, but it is difficult to say which is the only profitable one, because each advertising campaign is individual. Experiments will help you understand what is more profitable for you, during which the most effective strategies will be identified.

Direct Commander

Direct Commander helps in managing large campaigns; it will be useful if you have several campaigns. You can download it from this link. The program is useful and really makes working in Yandex.Direct easier. If you have several advertisements, then you can do without it, but if there are dozens or hundreds of them, then you cannot do without the Commander.

To log in, enter your Yandex credentials, then click “Get campaigns” and Direct Commander will automatically download all the data. Also click on "Get Groups" and "Get Announcements". It can be seen that working in this program is more convenient than in the web interface, since here you can switch between campaigns and ads instantly.

Here you can also create, edit, send for moderation, disable and enable the display of ads, that is, all the functionality of the Yandex.Direct web interface is preserved. But, in my opinion, it is somewhat more convenient to create ads in the web interface.

A/B tests in Commander

Direct Commander is good because it makes it easy to conduct A/B testing (otherwise it can be called split tests). Their essence is to test ads with different settings to identify the most best result. A/B tests in contextual advertising (and not only) are a very useful tool, without which only a person with extensive experience can create a truly effective campaign. But experienced people also use split tests.

Testing different ads in Direct Commander is very easy. First, select the already created ad and simply copy and paste it (right click).

• Ad text and headings;
• Display address
• Absence or presence of address, price, phone number, quick links.

Sometimes it happens that just one word in the text can greatly change the CTR of an ad, so try different options and choose the best ones. This is especially necessary when the budget is advertising campaign big, here it is simply profitable to spend part of the money on A/B testing.

About ad moderation

• Advertising of products that cannot be advertised or are legally prohibited for distribution;
• Use contact information or company logos in images;
• CAPITAL letters in text or title.

For a number of products you will need to provide supporting documents (certificates, licenses). There is a whole category of goods and services, such as pyrotechnics, medicines, passenger transportation, insurance, etc. The full list, as well as the required documents, can be found.

If you receive a refusal, correct the indicated errors and resubmit your ad for moderation.

Budget forecast

Contextual advertising does not require a frivolous approach; you need to plan your budget. Ideally, you should understand how many visitors you need to attract and how many of them you need to become customers. These are clear goals that need to be set. There is a separate tool for budget forecasting. It can be used even before creating ads and an advertising campaign.

You also enter a list of key phrases, and Yandex will calculate the number of visitors and the amount you will pay to attract them. I note that this data is relative, because prices can change, advertisers can leave and come, which affects the cost. I got it like this:

I chose “Special Placement”, it is clear that I will have to spend 3453 rubles, which will attract about 388 visitors to the site. These data allow you to roughly estimate the budget, but it will always differ, it can be either a plus or a minus. After all, Yandex cannot accurately predict the CTR of each ad; it can only derive approximate indicators based on its data and statistics.

It can be seen that the phrase “Website promotion in Kazan” has a question mark. This means that Yandex cannot predict the budget for this phrase, since there are very few requests there. You shouldn’t pay attention to this; such ads can be very effective.

Evaluating the effectiveness of Yandex Direct

There are many metrics that track the effectiveness of contextual advertising in Yandex.Direct. This:

• Conversion rate;
• Behavioral factors of attracted visitors and other data.

Of course, the most important thing for a business is financial performance. Yandex.Direct is not a panacea that will definitely bring you clients. No, there will be customers, but if the cost of attracting them is more than you earn from them, then what is the point of contextual advertising?

Yes, for a number of companies Y.D. may be the main source of clients, but small companies who operate in a competitive environment must look for other ways. You’ve seen the prices in the example of “Site Promotion”, it’s really expensive, but only if you don’t delve into the settings.

It is impossible to tell everything about Yandex Direct and contextual advertising in one article; there are a lot of nuances, I will talk about them in other articles. But, I think that after reading this article, you are no longer new to Yandex Direct and will be able to use this effective tool to attract visitors and clients.

Hello, dear readers of the blog site. Today we will talk about the Yandex Direct contextual advertising system, how to create a new campaign, what settings to choose for it, how to create ads and what cost per click to set. We will also consider the principles of increasing the profitability of an advertising campaign and compare it with Google AdWords(direct competitor).

Those. contextual advertising can serve you well good service not only on initial stage development of the project, when SEO has not yet begun to produce results, but is also capable of completely replacing search engine promotion due to its greater economic feasibility. That. Advertising in Yandex Direct is fast and sometimes even cheap, but not always.

What you see in the picture above is called search contextual advertising, but besides it there is also thematic advertising. It is placed on thematic sites (third-party sites that were) and differs from the search engine in that on thematic advertising Yandex earns only half of the amount (the second half is allowed) that the advertiser pays (it is the click on the ad that is paid, not the number of ads). views).

In search advertising, all ads will be relevant to what the user entered. When placing Yandex Direct ads on thematic platforms, two options are possible, depending on how the site owner set it up using the behavioral targeting activation function.

If behavioral targeting is disabled in the YAN site settings, then only ads relevant to the content of this page of the site, which is a thematic platform, will be shown.

But let’s once again repeat the advantages inherent in Yandex Direct (and Google AdWords, and Begun too), and also note the general features of contextual advertising as a means of attracting visitors:

1. It allows you to very quickly attract visitors to your website (roughly speaking, drive traffic). That is, you will receive visitors on the same day you launch your advertising campaign.
2. If you understand all the nuances, then contextual advertising systems will provide you with the opportunity to very finely tune the expenditure of funds throughout the entire campaign, depending on your desires and capabilities.
3. You can significantly increase the profitability of the same Yandex Direct only due to more subtle and correct settings advertisements
4. Payment is made per click (PPC - Pay per click). Those. The ad can be shown as many times as you like, and you will only pay for clicks from users who are interested in it.
5. Cost per click in Direct (and others like it in AdWords with Runner) determined by auction. Roughly speaking, each advertiser makes his own bid (is willing to pay such and such a price for a click on his ad). Based on the bet made, places will be allocated when displaying ads in search results or on thematic sites - the higher the cost per click, the higher it will stand.

As a result, the cost of a specific space in a block is effectively determined by competitors' bids. Those. The more competitive the topic of the search queries for which you want to show your ad, the higher the cost per click will be, which will allow you to take the desired place.

Where are Yandex Direct blocks located in search engine results?

In search results There are several places where Yandex Direct ads can be placed:

You can find out the rules for display in all places allowed for them from. Firstly, this very clickable area located directly above the search results (practically merges with it), which is called Special accommodation.

When you set a price per click in Yandex Direct, you will definitely be told how much the first place in special placement now costs and how much it costs to get into it.

They will also tell you what the cost per click should be so that you can get to the first place in the right column of ads, and the price that will need to be set to get into the so-called guaranteed impressions. The fact is that a situation often arises when advertisers who want to be placed on this request, there is much more than search system can provide places to display them.

By the way, all Direct ads that claim to be displayed in search results for this request can be seen by clicking on the “All ads” link located above the special placement area. Accordingly, what does Yandex do? In special placement it shows only those who deserve it by appointing the right price per click.

In the right column, the first three or five ads will form the group called guaranteed impressions, and all the remaining ads (there may be several dozen of them) our wise Yandex will display below the area of ​​guaranteed impressions in rotation mode. It is enough to refresh the search results page to understand exactly where the area of ​​guaranteed impressions ends and where rotation begins.

Moreover, the situation with the position of your site in Yandex Direct placements may change, for example, due to the fact that one of your competitors runs out of money for display and you may end up a little higher than you expected. But I repeat once again that the position of your advertising will be determined primarily by the cost per click that you set. Let's now just see how it all looks in practice.

Creating your own advertising campaign in Yandex Direct

In order for you to be able to use Direct, you need to have a so-called or, in other words, be registered in this system. In general, nothing new - exactly the same requirements were present when trying.

If you don’t have a passport, then simply, the login and password for which will now be your account.

After logging in, you can go to the page Direct.Yandex.ru and click on the purple “Advertise” button. You will be asked to choose an option for further work with this contextual advertising system - easy and professional.

It's better to choose the second option ( professional), because it will allow you, even without particularly loading yourself with knowledge, to significantly increase the profitability of your advertising campaign in Direct compared to the “easy” option, where many steps will be performed by an automatic machine.

Click on the “Start using the service” button and you will find yourself at the first step of the wizard for creating an ad for the Yandex Direct system. But here it is also worth dwelling on such a concept as advertising campaign, which is united not only by common settings, but also by a common budget.

One advertising campaign can include several ads, each of which will be shown as long as the campaign budget is not zero. As soon as this budget runs out, all ads from it are immediately removed from display.

But let's get back to creating a new ad in Direct. So, at the first step of the wizard, in the “Campaign name” field, you will need to enter it, or select one of the existing ones. Next, you can specify its start date and end date, as well as configure SMS notifications or email.

The search engine will inform you that, for example, one of your Direct campaigns has run out of money, the budget is running out, or the placement of your ads has changed (if, for example, your competitor has increased the cost per click).

Time targeting It may be necessary, for example, to select the time for displaying advertising only during business hours of your company, because at other times there is simply no one to answer the calls of attracted users and the money will be wasted.

When setting it up in Direct, you can simply click the mouse to remove the plus signs at the intersection of the time of day and days of the week, but in such a way that the total remains at least forty hours of shows on weekdays.

It also makes a lot of sense to choose the region in which to display the ad you created.

Setting up a campaign in Direct - reducing cost per click and costs

In the next area, called “Prohibited Sites,” you can add those thematic sites where you do not want your ads to appear (for example, on https://site).

The only problem arises is that Yandex does not disclose the list of its advertising platforms that are included in YAN (on which Direct runs) and therefore you can only add sites that are already known and have not earned your trust.

In addition to prohibiting display on certain sites, you are provided with a tool such as “Restrictions on thematic sites.” As a result, a pop-up window will open:

From the “Keep expenses within limits” drop-down list, you can set the percentage of the total campaign budget expense for spending on sites from YAN. As soon as the sites consume this percentage of the budget, Direct ads will stop showing on them.

For example, sites from YAN have eaten up half of your budget - that’s it, display on them stops and now your advertisements will only appear in search. If you select zero in this list, then advertising on sites included in YAN will not run at all.

From the "Maximum CPC" drop-down list, you can reduce the cost per click on thematic platforms in relation to the price in Yandex search results. True, if you significantly underestimate it, then on many thematic platforms of Yandex Direct your advertising simply will not be shown, because whoever pays the most will be shown.

A checkmark in the “Do not take into account user preferences” field will prevent your advertising from being displayed on pages with irrelevant content, even if the site owner has activated behavioral targeting in the settings of his site in YAN. Those. Your advertising about refrigerators will not appear in articles about search engine promotion.

If the CTR of your ad in Direct (the ratio of clicks to impressions) is too low, then it will no longer appear in search results, but will continue to appear on sites (platforms) included in YAN. If you don’t need this, then check the box “Stop impressions in YAN when a new phrase is disabled in search.”

What follows, in my opinion, is useful feature, which should be left active - Autofocus (clarification of phrases). If it suddenly turns out that you, due to inexperience or accidentally, chose the wrong words for which your ad should be shown, then the Auto Focus function itself will be able to make the necessary changes to correct the situation.

And now a little more about this. When creating an ad in Direct, you specify words (plus words), the presence of which in a search query (entered by a Yandex user) should trigger the display of your masterpiece.

But if “plus words” are poorly chosen, your ad may have too low a CTR (Click Trough Rate - clicks divided by impressions and multiplied by one hundred percent) and its the show will be paused.

When Autofocus is active, Direct itself will add the necessary, in its opinion, minus and plus words, but will not affect yours. As a result, your CTR will likely increase and you will be notified to use this option. If it is not possible to increase the CTR to the required level the first time, then Yandex will apply Autofocus again until the desired result is achieved. You can read more about this.

In the “Strategies” settings, you can choose one of two manual strategies or one of three automatic ones. All of them are described in some detail.

The manual mode, with the proper experience, will allow you to increase the profitability of your campaign, but at the initial stage, it will probably be best to use one of the automatic strategies, for example, “Weekly Budget”, where you set a spending limit per week and determine the maximum possible price clique.

When using the manual “Highest available position” strategy, you need to remember that you control the cost per click yourself, and in Yandex Direct there is no limit on the budget, which can lead to unplanned rapid expenditure.

This usually happens at the initial stage of getting to know this contextual advertising system due to an error caused by your inexperience. Generally, no budget limit when choosing a manual strategy, this is, in my opinion, a significant drawback of Direct.

There is, however, a not entirely easy-to-use way to insure yourself. It is enough to transfer money to your campaign account in Yandex Direct a little at a time, for example, so that, according to your estimates, it is enough for only one day. Then no incidents should happen to you and your money, even when choosing a manual strategy.

Many, by the way, use this method if they need to show an ad only for a few hours a day, but Direct imposes a limit of a minimum of 40 hours a week. By the way, Google AdWords has a daily budget limit.

Let's move on. Website monitoring will allow you to disable ad impressions if your resource suddenly becomes unavailable (broken). This gadget will only work correctly if you have . You can read about how to activate in the metric at the link provided.

A checkmark in the “External Internet Statistics” field will allow you to track the success of your advertising campaign through visit counters such as and.

All links in your advertisements will be mixed with all the details about its location, clicks, etc., and in the statistics of the mentioned visit counters you will be able to sort everything out and track effectiveness(more details).

The next important option in the settings is “Calculate prices by position”. Here you can check the box “Do not take into account automatically stopped ads of competitors”, which probably should not be activated, because in this case you will not see the full picture of the rates (prices) per click, because you will not take into account those who have this moment ran out of money (but their bids can adjust your expected display positions when they report the money).

Creating advertisements in Yandex Direct

Click on the “Next” button and go to the next step of the wizard for creating a new ad in Direct. Please note that the maximum length of the title is limited to 33 characters, and the text is limited to 75 characters. When you type text, the remaining number of characters available will be displayed next to it.

Next, we need to link by keywords by clicking on the “select” button in the “New key phrases” field. As a result, a familiar one will be revealed to all of you in a slightly cropped version. Check the boxes next to the keywords that suit you and click on the “Add” button.

You can add something else from the right column “Tips”, then click on the “organize and clarify” button. In general, you should try to select the most accurate keys and at the same time be very active use negative words, by clicking on the “clarify” button and ticking those that you do not want to see in the search queries for which your advertising will be shown. Negative words can also be added directly to the line with keywords by placing a “-” sign in front of each of them.

Next, you can select the categories in which you want to display your ad, or you can even check the “do not show in the catalog” box, because this is very expensive. Click the “Next” button to go to the last step of the wizard.

Cost per click, autobroker and getting into Direct placements

As you can see, for the keywords you selected, Direct reported the cost per click in order to get into the first place of special placement, as well as the cost per click for taking first place in the column and the price for getting into guaranteed impressions. Moreover, the use of “minus words”, as a rule, leads to reduce the cost per click to get to all these places.

In the “maximum” column, you are shown the maximum reasonable bid for a given keyword, and you are free to change it immediately by entering numbers according to your understanding.

In the “on search” column, the Yandex Direct system shows the price per click that it will charge you, and usually it will coincide with the price of the first place in special placement, which will correspond to one hundred percent coverage of the audience for this search query (indicated in the column of the same name).

If someone beats your bid indicated in the “search” column and squeezes in above you, then the algorithm will begin to increase your cost per click to the value that you indicated in the “maximum” column.

It does it all auto broker, whose settings are activated at the bottom of the window with the “Show autobroker settings” link. I recommend using an autobroker, because it is very convenient and, as a rule, effective.

You should set prices per click depending on the number of visitors you need and their ability to compensate for your costs of paying for the Yandex Direct context. It is advisable, of course, to set such a maximum cost per click in order to at least get guaranteed impressions, but this depends on the specific situation.

When the cost per click decreases below guaranteed impressions, audience coverage will begin to decrease, i.e. not all users will be able to see your ad (even at the very bottom of the column).

Getting into special accommodation for a short period of time can be used for announcements like “office lunches”, when the need is strong, but not for long. In most cases, you need to look for a middle ground between the cost of a click and the effectiveness of an advertising campaign on Yandex.

When you decide on the prices per click for all keywords, click on the “Next” button and on the page that opens, send your ad for moderation, because not all texts can be posted in Yandex Direct.

How to reduce costs and increase returns from a Yandex Direct campaign

But one of the most significant factors will most likely be the correct composition of the title and text. The importance of this factor is very difficult to overestimate, but we can give some general advice on correct preparation of advertisements for Yandex Direct and other contextual advertising systems:

Which is better - Direct or Google AdWords?

As I mentioned just above, the Yandex contextual advertising system in RuNet has competitors in the form of Google AdWords and Begun. Although, the latter should not be taken seriously due to the low degree of its coverage of the user audience, but Advods has more than a third of the Russian market and is a very serious competitor to Direct.

To say that AdWords is significantly better than Yandex advertising would probably not be correct. But by and large, it has more flexible settings (due to this it is somewhat more difficult to learn) and in most cases it will be cheaper. But this does not mean that you need to run headlong to advertise in Advodst, ​​because for some search queries only Direct can give you serious traffic.

For example, for some request, it is quite possible that you will spend the same amount in a day in Yandex Direct as in Google AdWords in a week. But at the same time, on this very day of advertising you will have the same number of calls and purchases as on the last day of the week.

Those. “the same thing for the same thing” will work, but in Yandex it will work out much faster, because the target audience For this request, he looks for information mainly in the RuNet mirror. But there are also queries where the target audience will mainly look for answers on Google, but still the majority of commercial consumer requests Russians search specifically in the domestic search engine.

But nevertheless, Google Adverds has one trump card that it does not have Russian analogue(probably, Ya.Bayan does not count, because this is actually a separate advertising agency) - an opportunity for pennies. Banners, unlike the context, are not required, and indeed are not able, by and large, to attract visitors to the site, unless they are designed in the form.

A banner serves the purpose of branding or, in other words, product recognition, and investing in such advertising is a long-term investment, which can nevertheless play a very significant role in increasing the income of the campaign. Beginning businessmen do not always understand this, but over time they will certainly come to the same conclusions - first you are working on creating a brand, and then the brand works for you.

So, direct placement of banners is very expensive pleasure, which, of course, pays off over time, but AdWords allows you to conduct a banner advertising campaign for mere pennies. The fact is that in Adwords, along with text ads, you can give graphic and video ads, which will be displayed on sites that are part of the.

It is quite possible that in AdWords you will pay significantly less than one hundred rubles for a full-size banner that spans the entire width of the page for 10,000 impressions, because The CTR of banners is very low and there will be very few clicks on it. But it still fulfills its branding function and you don’t have to pay crazy money for it.

29.05.2018 Reading time: 7 minutes

Ordering services for setting up contextual advertising is, of course, easier, but what if you are not looking for easy ways and want to figure out on your own how to set up Yandex.Direct? In addition, this skill will be useful in the future if you decide to order maintenance from another company: it will be easier to analyze reports and evaluate how competent the campaign setup was in Yandex.Direct.

Creation of the Ya.Direct campaign

In this article we will focus on what is really worth attention, namely the strategic features and financial literacy: how to set up Direct correctly to save your money. Because ultimately, the goal of any advertising is primarily profit.

Developing a strategy

The first part of the answer to the question “How to properly set up a Yandex.Direct campaign yourself” is to develop a strategy.

Strategy is all the campaign settings combined. In Direct, you can choose one of two strategies – automatic and manual. The difference between them is the same as between automatic and manual transmissions in a car. By choosing automatic, you ask the mathematical algorithm (robot) the task of contextual advertising (contextual advertising), and it determines what bid to place, where it is better to place the ad, which phrases will be the most effective.

Impression strategy

Manual setup assumes full control on your part: you set your own bids, select keywords, and choose a site for placement.

The CD is tied to the site, so whichever site is the same is the advertisement. How many and what kind of campaigns there will be depends directly on the site. For strategic configuration of Yandex.Direct, the instructions look like this:

1. If you have an online store and you need to increase sales from several product categories, then each landing page needs a separate group of ads, and if the semantics are voluminous, a separate advertising campaign. If it’s a landing page, one is enough. Why is that? Each KR ad is linked to a landing page - the one that you can go to by clicking on the ad. If the advertisement contains microwaves, link to the page with the “Microwaves” category, and not to the entire page household appliances for kitchen; if the advertisement contains LG microwaves, put a link to the page with the “LG Microwaves” category. Saving by deceiving the user and placing “Microwaves” as a landing page when the ad contains LG microwaves is more expensive. The user will click, you will be charged money for the click, and he will leave without purchasing anything. Because he is interested in specific microwave ovens, and advertising shows him everything
2. The number of products and services also affects the number of campaigns.
3. In how many regions will the advertisement be shown? If you have several offices in different regions, they have different contacts, different prices, separate unique selling offers, then for each region you need a separate campaign with all the consequences. If there are many offices in different regions, but they all have the same contacts, prices and USP, then you can create one campaign.

• Breakdown of key phrases by landing pages

If you have a landing page, then the link to it will be the landing page. If the site is multi-page, then a group of queries is selected for each landing page. The most important thing here is that the page is relevant to the key phrases. If there is no product or service description on the page, do not add a link to that page to your keyword ad.

• Selecting a Campaign Type

The main types are search advertising (in Yandex search - premium impressions, guaranteed, dynamic), advertising in YAN and retargeting. Additionally, you can set up a campaign for mobile ads, smart banners (product ads for display on YAN sites), media advertising(banners on search and YAN) and dynamic ads in search.

Campaign types

How to choose the right one from this variety? This again depends on the site. If you have an online store, then search campaigns, YAN campaigns, audience targeting campaigns, dynamic ads and smart banners are suitable. If it’s a landing page, then campaigns in search, YAN and audience targeting will be successful. This will be enough to reach the target audience as much as possible.

Why aren’t dynamic campaigns and smart banners suitable for landing pages? Because these campaigns are created based on a data feed, which in turn is formed from product pages on the site, and the landing page has only one page.

Collecting a semantic core

To launch a campaign, you need to decide what keywords users use to find the products and services you offer. If you use these words in your ad texts, your ad will be more likely to be shown and then clicked on.

1. Yandex.Wordstat:

1. Key Collector (for deeper parsing):

There are other paid services: Magadan, Just Magic, Rush Analytics and so on. Anyone can use it.

After the requests are collected, they need to be grouped. Using Key Collector as an example, it looks like this:

Grouping (or clustering) is the division of keywords and phrases into groups based on phrases and characteristics. For example, the group “electricity meter Mercury 206”, the phrases “electricity meter Mercury 206 +n”, “electricity meter Mercury 206 +rn”, etc. will be added to it. You need to group queries to increase the relevance of ads to keywords. And you need to increase relevance in order to reduce the cost per click.

Sometimes the “1 keyword – 1 ad group” approach is used, which in theory should reduce the amount of work and save time. But this is not the most effective method, and when the semantic core is large and there are a lot of low-frequency keywords in it, they all go into the “Few impressions” status and ads for them are simply not shown, such queries must be grouped with high- and medium-frequency queries. And with grouping, the campaign structure will become clearer and easier to analyze.

If Key Collector is not suitable for you, there are other services for grouping queries - Rush Analytics, Keywords Organizer, and so on.

You can also group queries manually - we have collected the semantics and are looking at which queries can be combined into groups. If the semantics are not very voluminous, this method works quite well.

We write ad texts

Starting this year, Yandex.Direct changed the settings: now you can use 2 headings, the 1st - up to 35 characters, the 2nd - up to 30. The length of the ad text itself is a maximum of 81 characters.

To increase attractiveness and click-through rate, you can use various extensions:

• quick links and descriptions for them;
• clarifications;
• business card;
• image;
• video.

The ad must be relevant to the keyword, so:

• write unique texts;
• use key phrases in the text;
• group key phrases into groups and individual campaigns to simplify the writing process (in this case, you can use one ad text with the same USP and common keys).

There are automated utilities for generating KR ads, for example, Origami, Alytics. You need to generate product ads using USP and key phrases. This method is suitable if the semantic core is large (for example, an online store will have this).

We set up targeting, negative keywords, bid adjustments

The main types of targeting are time and geotargeting. What should be done:

• select the time at which ads will be shown. To do this, you need to know at what time your target audience requests information from Yandex about the goods and services that you offer. You can find out from research (for example, Yandex itself) or by analyzing campaign data for previous months;
• set the regions in which ads will be displayed and in which you sell your products or provide services.

Then you need to add negative keywords. In Direct, you can add both negative keywords and negative phrases. These are words and phrases for which your ads will not be displayed. You can create a standard set of negative keywords yourself or download them from the Internet, adjusting them to suit your topic. As a rule, negative keywords include the words “free”, “photo”, “video”, “do-it-yourself” and so on. It is better to create negative phrases manually, cutting off those that are not suitable: for example, if the site sells bouquets only of roses and tulips, all other flower names should be added to the negative phrases.

The next stage is adjusting the rates. This is increasing, decreasing or turning off impressions for a certain group of people. You set a ratio that causes your ads to be shown more often, less often, or not at all under certain conditions.

Bids in Yandex.Direct can be adjusted for:

• mobile devices (cannot be disabled, only reduced to 50%);
• categories by gender and age;
• audiences (set up goals and segments);
• video;
• regions.

How to adjust rates? Evaluate the indicators for each of them:

• if CD is effective on mobile devices, increase the rate; if it is useless, lower it;
• if the product is aimed at a group of people of a specific gender and age, increase the bid for this audience;
• If video add-ons are effective, increase them; if they are not effective, lower the rate;
• If a product is sold in one region, increase the bid on it.

Evaluating the effectiveness

To evaluate the effectiveness of campaigns, Yandex.Direct uses its own statistics system and other paid end-to-end analytics services. Yandex.Metrica analytics systems are the main tool. The service displays all data on ad impressions.

Yandex.Metrica report

As a rule, the information from the Metrica report is enough to evaluate and adjust the campaign’s performance. This is what the metric looks like for the “Call” goal of a campaign whose calls are integrated with the call-tracking system:

Yandex.Metrica report

However, if sales on a website are made directly through a call, you must set up call-tracking to track calls, since form goals are not enough. To do this, it is best to use end-to-end analytics services, through which you can also set up call-tracking: Alytics, Roistat, CoMagic.

Don’t forget about other online tools for attracting clients (SMM, SEO) and work on your online reputation.

Hello, dear friends! It's no secret that in order to sell your own and reseller information products, as well as to successfully make money on Internet affiliate programs, the effective use of contextual advertising is very important. For example, Google AdWords or Yandex.Direct. However, beginners who are not privy to the intricacies of setting up advertising campaigns can easily waste their entire advertising budget without selling anything. There is only one conclusion - before you start working with contextual advertising, you need to know how to properly set up the effective display of your ads.

Would you like to know the advanced secrets of Yandex.Direct? If yes, then I invite you to read this article. I will say right away that it is, first of all, intended for those who already understand at least a little about contextual advertising and would like to improve their knowledge.

Since I am not an expert in contextual advertising, I would like to bring to your attention a guest post written by my old blogging friend Timur Bagunov. And at the end of the article there is a link to download a step-by-step plan for launching profitable contextual advertising on Yandex.Direct.

Secrets of effective advertising in Yandex.Direct

This article will provide answers to the most popular questions asked by most beginners about setting up contextual advertising in Direct. So, are you ready to learn the secrets of Yandex.Direct and create an effective advertising campaign? Then let's go.

What is the best way to select words in Yandex.Direct?

I recommend starting with the highest-frequency query. For example, if you are advertising bags for women, then the most important word will be “bag”. But don't forget other synonyms. In trainings on contextual advertising, Ilya Tsymbalist recommended typing in the search query “what bag to buy.” And in the articles that were displayed for this query, it is best to look for synonyms of your keyword.

After that, we go to Yandex Wordstat and enter our highest-frequency query. For example, I advertised a Pickup course, and one of the words was “girl”. At the same time, I open a notepad (I personally use Notepad++) and copy less frequent requests there, but always targeted ones. For example, I got it like this:

As you can see, my list of words is not complete, but I hope you get the gist. Then we go to the section “Estimating the monthly budget of an advertising campaign” and insert one of our selected key phrases. Why only one? Yes, because many other keys will only distract us. Then click “Select”.

Now we select only those queries for which we will advertise. I don’t see any point in choosing keywords that have less than 100 impressions. Then click “Add”.

And now, next to each added query, click the “Clarify” button.

Then we mark all the keywords for which the number of impressions is above 100. Click “Apply”. Why above 100? Since we have already selected them before.

Only after this we get a key that will not overlap with other keywords.

And now at the bottom we click on “List of phrases”, after which we get a ready-made list of selected keys with all the negative words.

We paste it into a text document. And in the end we get this list of words. And note that we performed this operation only for one selected high-frequency query. And it’s necessary for everyone!

Yes, by the way, in “Budget Estimate” you can immediately see the cost per click. This is very convenient, as it immediately helps to assess the competition for a given keyword.

How to advertise a product if someone is already advertised on Yandex?

The Yandex Direct rules state that two identical domains cannot be advertised using the same keyword. Therefore, when you advertise the same product, you are simply not allowed in, since your competitor has already created an advertising campaign. In this case, you have 2 options:

1. Increase the cost per click so that your “CTR*maximum cost per click” indicator is higher than that of your competitor.
2. Create a frame page or copy.

To complete point 2, you need your own domain and hosting. Frame page, if explained in simple language, then this is loading, as it were, someone else’s page. That is, there is a special code on your page in which you indicate your affiliate link. When a visitor visits your page, the site you specified opens to him.

Advantages of such pages:

• Easy to install. You just indicate the affiliate link and that’s it.
• The visitor is saved for you. He may not buy it right away, but in any case it remains yours.

Of the minuses, I can say that you cannot change anything in the content of the site, since it is someone else’s. Or, if the affiliate site suddenly stops working, then nothing will open for you.

Creating a frame page

To create a frame page, you need to open your page with some editor (for simplicity, I use Notepad++) and paste the following code:

Just don't forget to include your affiliate link!

Copies of pages

Here you completely upload the affiliate site (that is, all the files) to your hosting. Only here you need to install your affiliate link in the “Order” button.

One of the advantages I can say is that here you can completely change the content of the site. Convenient if you conduct split testing. However, not everyone knows how to correctly load someone else’s website onto their hosting, and therefore frame pages are ideal for a beginner.

Yes, I forgot to say one very important thing, don’t forget to install Yandex Metrica and set up the correct goals. Then you can track which keywords you made purchases for.

What is the best strategy to use?

Of course, there is no perfect answer, because you always need to test. But for beginners, I recommend the “Display at the lowest price” strategy (specials and guarantees) so as not to pay extra money. This is the most economical strategy. By the way, note that you can only check the “Special” box, then in the “Guaranteed Impressions” block you will have the “Impression by the highest available position” strategy.

As I said earlier, here you need to test. For example, like this: turn on one strategy for 7 days, and then change to another. And at the end of the test you make a calculation.

For example, display at the minimum price (guarantees and specials):

• Received: 10 subscribers.
• Spent: 5 dollars.
• Total income: 10 * 20 (income from one subscriber) – 150 (30*5) = 50 rub.

Display at minimum price (special):

• Received: 13 subscribers.
• Spent: 6 dollars.
• Total income: 13*20 – 180 = 80 rub.

As you can see, strategy 2 is the most profitable. You must calculate the price of a subscriber yourself. It works out something like this: Subscriber Price = Total Revenue/Total Number of Subscribers. But, in any case, you must clearly know the price of a subscriber or visitor in order to understand in the end how much you actually earned.

How to pass moderation in Yandex.Direct?

If your ads are rejected, there are three possible options:

1. Fulfill their demands.
2. Create a completely wrong ad that Yandex skips. And when it passes moderation, you edit it. That is, you change the title, text and link to the site. Of course, this technique does not always work, but sometimes it works.
3. Upload all your advertisements into Excel, change all IDs, etc. Then you upload it to a new Yandex.Direct advertising campaign. It also works sometimes.

Of course, there are many other questions about effective advertising on Yandex and would like to give more answers. But for now, these “secrets” of Yandex.Direct are quite enough for you. If you have questions about the material presented in the article, then ask them in the comments. I'd be happy to chat!

This was an article by Timur Bagunov about setting up Yandex.Direct contextual advertising. That's all for today. See you!