According to the owners of online stores and other sites, Yandex.Direct advertising can significantly increase sales, since it will be shown only to solvent users who are ready to buy goods or use services. And here it is very important to set up an advertising campaign correctly.
The main points of advertising in Yandex.Direct
Advertising in Yandex.Direct is one of the most effective methods of advertising goods or services. Incoming traffic quickly converts to new customers or to applications that help the store bring good profits.
What are these advertisements? For example, you are going to sell toys and want to increase the number of active buyers.
In this case, you need to set up an advertising campaign in Yandex.Direct using certain keys, for example, a toy store or buy a toy. Potential customers will be interested in such a query, entering it in the search line, and see ads, including yours.
After that, the person clicks on the ad, gets to your site and acquires the product he needs. You pay Yandex for each client. Despite the fact that everything seems very simple, there are some nuances:
- High competition. Users may prefer not your ad, but the ad competitors.
- The difference in the cost of clicks - the price for the first place in the issue is much higher than the seventh.
And if there are no questions with competition - then the user chooses himself, then the cost of a click depends only on your financial capabilities. But the number of visitors who will come to your site for these funds depends on the money spent per click, the number of transitions, the position where the ad is located.
What is CTR, pricing nuances
One of the most important indicators is CTR, which denotes clickability, representing the ratio of clicks (conversions) and shows in the issue. Many advertisers call this indicator an ad performance parameter. Let's give a simple example: if users saw your ad a hundred times, but only clicked on it 15 times, this figure will be 15%.
Increasing the rate is required if you want to save on advertising. For example, a not very effective ad was placed through which people do not go to the site. In this case, the cost of the click will be increased, since Yandex is a commercial project that receives money for a click.
For example, your direct competitor has a transition cost of 20 rubles, the number of transitions per week is 100, and your company has only 20 transitions per week, despite the fact that the cost of a click is 30 rubles.
In this case, it will be more profitable for Yandex to work with your competitor, since its advertising is more effective.
And if the CTR is below 0.5% for any key requests, then the advertisement simply flies out of the search - Yandex will not show them for free.
Based on this, one can understand the importance of creating truly effective ads. In addition, by this you will be able to increase the number of clicks to your site, while the cost will be reduced.
You can start working with 300 rubles in your pocket, this is the minimum. But according to experienced advertisers, the average budget of a small online store is about 30 thousand rubles a month.
Self-tuning campaign in Yandex.Direct
To create an ad, you must first go to the Yandex.Direct page, click on "Place advertisement". Remember that for work you will definitely need an account, because you first need to create it (today users have the opportunity to log in through a social network).
Clicking on the "Place ad", the user goes to the settings page - here you will need to select the type of campaign, the region in which the ad will be displayed. There are three types of advertising campaigns in Yandex.Direct, and in order to choose, you need to consider each of them in as much detail as possible.
Types:
- Text and image ads. They can be displayed in the search results on the Yandex page, as well as on other sites. This type of advertising campaign can be called universal, as it is suitable for advertising services and products.
- Advertising mobile applications. It is required only if you need to promote programs and applications, and they will be issued in the search only on those devices for which they are intended to work.
- Dynamic ads. They are displayed only when searching. This option is better to choose if you want to start a campaign with a large number of ads of the same type. Yandex.Direct will analyze the content of the resource itself and create ads.
Therefore, for most campaigns, it is better to choose a text-graphic format, the setting of which will be the information below.
Creating a campaign - step one
The setting is as follows:
- Title. It should be simple, understandable, reflect the essence of the campaign. It will be visible only to you, so as not to get confused when setting up campaigns in the future.
- Schedule. In this window, you need to specify the time frame when the ad will be displayed.
- Control. Here you need to make settings for places of display, restrictions. There is a possibility of automatic and manual control.
- You also need to set up negative keywords (words or phrases that, according to Yandex, are not issued). We introduce additional phrases to the original keywords, almost synonyms, but they need to be selected, taking into account the original key requests, negative keywords, the contents of the displayed page, as well as translit and queries that are typed by users with errors.
- It is necessary to fill in the section of the business card: all the source sites, including the location, contact details. It is worth remembering that the business card will be the same for all ads, because it needs to be filled in as detailed as possible.
The last step: you need to put a tick where the metrics counter, so that all information will be displayed as accurately as possible, you can track the effectiveness of the campaign.
Impressions strategy
In the "Manage Impressions" section, you need to click on "Strategy" and change it to "Search only".
After that, select the "Limit budget and position of impressions" drop-down list by ticking "Show at the lowest possible position". Also do not forget to click "Special Placement and Warranty."
Due to this, your ads will show either in second or third place, may be higher or lower - it all depends on the cost of a competitor click. By setting it up this way, you will both save money and get many customers.
Manual control type is suitable only for those who can independently control and, if necessary, change the course of the campaign: you will set a price that will be debited from the account immediately after the transition is made to your link. Thus, each transition will be paid not higher than the amount that was set by the user.
Thanks to manual control, you can:
- monitor and analyze the market;
- increase or decrease online bets.
An automatic strategy requires less attention, but it does not allow to control and edit campaigns in this way: the system will analyze everything, take into account rates and transitions, and then automatically select the appropriate price. Naturally, it is necessary to specify the maximum rate in order to avoid a complete emptying of the budget on the first day.
Automatic control is best suited to those users who immediately launch many campaigns, manual - those who want to keep a “finger on the pulse” and control the process.
Bid setting, adjustment
To set up Yandex.Direct, you need to use a section where you can adjust the rates: here you can raise or lower the cost per click. The adjustment is carried out taking into account such parameters as:
- Target audience, which is formed according to the data from the Metrics or with its independent choice.
- Mobile devices.
- Demographic information about age or gender.
For example, you want more women to enter the site than men. In this case, you need to click on "Sex and age", make a new adjustment and in the appeared lines select "Woman", any "Age", increase the value to 60-70%. Do not forget to save the settings.
Schedule shows
If you do not want your ads to appear at a specific time of day (for example, at night, when there is no opportunity to answer the customer’s call), you need to select "Time targeting". Here you must select the appropriate time of hits.
Show Region
Here you need to install one or several regions whose users will see ads. You should not specify the whole country at once.
What should I look for?
You also need to go to the "Special Settings" section. Here it is necessary to prohibit the "Autofocus", otherwise the advertising will not be shown on those requests that the system considers untargeted. Also here you can set up sending notifications, thanks to which you will find out all the necessary information: account status, the course of an advertising campaign.
The second step is to create an ad group.
After you have filled out all the above fields, you need to go to the second page - ad groups will be created here. Also make an interesting title, text for ads, add a link where users will go, a picture, quick links (phone, contacts, map, etc.), specify the address and other information.
Some nuances:
- The name of the groups should be clear and informative.
- For search results, you need to choose a text-graphic option, for networks - a graphic one.
- The title consists of 33 characters - there must be a keyword.
- Text length is 75 characters. Here it is best to indicate the offer, the call, for example, "Buy a phone."
- Specify a link to a page or site.
Also in this section there are such parameters as "Refinement" and "Quick Links".
This section contains 5 different links, the total length is 66 characters. They can lead to different pages of the site. Will appear at the bottom of the ad, which will make it more noticeable and lead to higher CTR.
If you added 4 links while creating ads, a section with clarifications will open that will also help to increase the CTR. They can describe the advantages of working with you, terms of cooperation.
In the future, you need to fill in the section with the phone and address.
Query Tips
To make ads, you need to build a semantic core. This service will help "Yandex Wordstat". To select keywords, you need to set the desired region in the settings, for example, Moscow or St. Petersburg, do a word search by typing in the line the word associated with the business that you are going to promote.
For example, enter "buy toys" and look at all the words in the issue. Around the words will be numbers - they indicate the popularity of requests. Among them, you need to select popular and medium popular ones, copy them to a separate table. After selecting the requests they need to be collected in groups and for each to make an announcement.
It is worth remembering about negative phrases that will help reduce the number of unnecessary requests. For example, the word "lens" is suitable for telescopes, and for online optics stores. Therefore, if you have such a store, you need to remove the query "Lenses for a camera" from the list, etc.
After that, you can use the option of forecasting a budget: enter negative phrases, keywords, after which the system will automatically make a rough forecast of campaign costs.
How to write an ad text
For an ad to attract attention, it's best to use the ODC advertising law:
- Make the offer itself (Offer).
- Mark the deadline - the validity of the proposal.
- At the very end, put a call to action.
A simple example: "There are discounts on soft toys until April 30! Buy!".
There are some more tips to use:
- there should be one request for one advertisement, which will increase efficiency;
- in the text and title is to use a keyword.
And do not forget to regularly check and monitor the effectiveness of ads, experiment with key phrases, change settings, this will allow you to choose the most optimal formula for the campaign.
The main configuration errors include the following:
- no negative words;
- creating one campaign for all products;
- a small number of requests;
- incorrect compilation of headings and ad text;
- misconfigured frames and geography;
- Do not use in practice Yandex Metrics data.
A few words about retargeting
As soon as the client follows the link, he gets to the site, where he gets acquainted with all its contents, looks at the pictures, reads the text, searches for other information. Ideally, he will make an order immediately, but most often users leave the site. The main task in this case is to return the user, and with the decision to make an action, for example, to buy a product or order services.
At this moment, a tool such as retargeting in Yandex.Direct is activated. This technology will return potential customers back to the site. Today, this tool is called "Terms of audience selection."
Retargeting advertises those goods or services, the site with which the user has already visited and performed some action there, for example, stayed on the page for more than a minute, added the product to the basket, etc.
The main task of retargeting is to increase the effectiveness of the advertising campaign. With its correct setting, the conversion can be increased to 35%. The work scheme consists of the following stages:
- The visitor enters the site, does any action, leaves.
- In the future, he will regularly see contextual ads in the YAN (advertising network), which are associated with his actions on the site.
- Returns and makes a purchase, orders the service.
Setting up retargeting
First you need to adjust the goal, that is, the user action that leads to the result. For example, page visits, number of views, etc. In addition, the choice should take into account the type of site. For example, for an online store it is best to choose at least three goals:
- Adding goods to the cart, but the customer left without placing an order;
- the customer visited the basket, but did not order;
- I started ordering, but left without completing it.
The instruction is simple:
- Come in "Metric".
- Click on "Settings".
- Choose "Target".
- Give clear names, such as visiting the page.
- Set the parameter "View", for example, three - in this case, the ads will be shown to those who have looked at least three pages.
- Check the "Retargeting" box.
Also set the period to reach the goal. The best option is 10-20 days since the person visited the page.
And the last step is the stakes. There is no need to expose too large amounts, since the majority of customers come already "lukewarm", that is, ready to make a purchase. It is impossible to give concrete advice: everything depends on the budget, coverage, audience, but it is worth experimenting. It remains to just save the campaign.
As you can see, you can set up an advertising campaign in Yandex.Direct yourself, although at first it can be difficult, but if you get a hand, there will be no problems with that.
But if you are not sure that it is within your power, it’s better to order a professional advertising campaign setup on Yandex.Direct turnkey: this will allow you to both achieve the desired result and not waste the entire budget in a couple of days if the configuration is incorrect.
