home » Terms » Yandex Direct Contacts is a support phone for agencies. How Yandex.Direct works Yandex direct contextual advertising system

Yandex Direct Contacts is a support phone for agencies. How Yandex.Direct works Yandex direct contextual advertising system

Hello, dear readers of the online magazine "site"! Today we will talk about Yandex.Direct advertising - what it is and how it works, how to properly set up advertising on your own, select keywords, and much more.

After all, the promotion and promotion of your business has recently been increasingly carried out via the Internet. In just a few years, a huge number of effective services have appeared that allow you to launch advertising campaign and increase the number of clients.

The Yandex Direct system was developed specifically to promote and advertise business projects and receive passive income for owners of web resources, the main audience is residents of Russia and the CIS countries. Note that Yandex Direct can be compared with a fairly popular service in the West Google AdWords . However, the project under consideration is not an analogue of foreign services, it has a lot of its own features, which we will talk about in more detail.

From this article you will learn:

What is Yandex Direct, why was it created and how does it work;
How to set up Yandex.Direct contextual advertising for your advertising campaign or a project promoted online;
What are keywords, what are they for and how are they used in Yandex Direct;
Advantages and disadvantages of contextual and display advertising on Yandex, their features of work.

This article will be useful for beginners and users of the system with an average level of knowledge. In order to learn how to make Yandex Direct work for you and how to significantly reduce the amount of work that is done to promote using the system, should read the article to the end and use the recommendations to consolidate the information received.

1. What is Yandex direct - an overview of the concept + the principle of operation 💻

Now it is quite difficult to imagine the Internet without search engines, which are used to search for almost any information.

Yandex- a fairly popular search engine in Russia and the CIS, which has many different services. A separate service called Yandex Direct became part of the search engine.

Yandex Direct – it is a kind of contextual advertising, which has a large number of different analytics tools used by advertisers and site owners for advertising. Almost all Internet users are familiar with this system, and do not suspect that it is their actions that allow it to exist.

An Internet user encounters Yandex Direct contextual advertising almost every day.

1. In search engine results

The process of promoting a website on the Internet is quite complicated, it takes a lot of time and effort. The Yandex search engine allows you to take advantage of the opportunity " easy start”, which provides for placing a link to the site at the top of all search results, i.e. 1st-3rd place, without taking into account the characteristics of the resource.

Thus, when using a search engine and entering any search query, the first results of the issue are the result of using the Yandex Direct system.

However, it should be borne in mind that the results of the issue in the search engine Google usage The directive will not appear.

Another example is the various ad units on websites. If we conduct a little analysis, we can say that in most cases after, the owners of web resources place ads from the system Yandex (YAN - Yandex advertising network) and Google.

On the whole, it can be said that Direct is a service for advertising.

However, this is only a superficial description of the system, since it has quite a few tools that can be used to achieve other goals.

2. Features and benefits of Yandex Direct contextual advertising + basic terms for beginners 📄

Every day, millions of people go online, among which there is a certain part of people interested in the proposed service or product.

The advent of search engines made it possible to redirect most of the traffic, since about 90% visits to the Internet begins with the opening of the Yandex or Google PS to enter a request.

2.1. Advertising features

Initially, the search engine and all its services are designed for Russian-speaking users, since all controls, reference Information displayed in Russian.

In America and Europe, Google and other search engines are used. Therefore, with the help of Yandex Direct, it is possible to reach a foreign audience, but the advertising campaign will ineffective .

In other words, when entering a specific search query, the user sees ads: if you clicked on a link from an advertiser funds are deducted if the user didn't click on the link - no funds will be charged.

Yandex.Direct allows you to flexibly control advertising costs. Control is to indicate cost per click: the higher it is, the more often the ad will be displayed, but the money will leave the account faster.

Another point to be noted is minimum amount for start advertising company- it may change from time to time, but so far it is at the level 300 rubles without 18% VAT . This amount cannot be called large, but it will be enough to start an advertising company and set up Yandex Direct, try out all the tools offered to track the results of placing ads.

2.2. Advantages of Yandex Direct

The advantages of Yandex Direct include:

Huge traffic , which is several million unique users per day. At the same time, the number of transitions remains at high level constantly.
The largest audience . If social networks are actively used only certain group people (divided by age, gender), search engines use almost all.
Ability to customize the display time and segment . The contextual advertising system under consideration has evolved over the years and provides the most profitable terms to form your own advertising company. The display time, segment, region and other settings for displaying ads can be set based on analytics information.
Accurate control over the costs and effectiveness of the advertising company provided with real-time updating of statistics on the created project. You can adjust the costs for a certain period of time: day, week, month.
The system generates a report , which comes to the specified email address, mobile phone in the form of an SMS message. A detailed report on the advertising campaign contains several dozen indicators.
Possibility of advertising at multiple venues: in a separate portal block, in search results, on the partners website And etc.

Also, the advantages of this service include the fact that it is constantly evolving, more efficient methods are being developed to calculate the most suitable traffic for the created advertising campaign.

For example! The system determines the visit to the advertiser's site, and then displays the visitor's advertisement of the same advertiser on other resources.

This is done to encourage the user to return to the advertiser's site and purchase a service or product. Website advertising in Yandex is very effective in the case of the sale of a product or service.

2.3. Basic terms

The system uses a certain terminology, which allows you to significantly simplify the setting up of an advertising campaign. Below we will consider the main terms (for example, what is ctr in Yandex direct, and so on).

The main terms include:

Cry	The user action that determines the transition to the specified link. This action is named because when opening a link, many people double-click with the mouse.
Keyword	The user's query, which is entered in the search bar, is the basis of search engines. An example of a search term is "camera", "laptop", "transportation" and so on. The same function is performed by key phrases consisting of several keywords.
Click through rate (CTR)	One of the main indicators that determines the effectiveness of advertising. It is indicated as a percentage, calculated by the ratio of the number of transitions and impressions. For example, there were 100 impressions, 5 of which were clicked. In this case, the CTR will be 5% (5/100*100%).
Quality factor	An indicator that is determined by the relevance of the site and created ads. Also, the quality factor can be affected by other features of the ongoing advertising campaign.
Relevance	Determining whether the displayed result matches the user's request. In this case, it is often positive or negative result. An example is the case of advertising for the sale of electronics, which is issued when the query " garden equipment" And " buy a TV ».
YAN	Conventional designation of sites that are members of the Yandex advertising network.
Traffic	Users who visit the resource. This definition unites all users who, for various reasons, opened the pages of the site.
CPC(in the system under consideration it is also called the rate)	The amount that is paid to the owner of the advertising platform in case the user clicks on the link. This does not take into account further actions of the user.

Many of the above terms are also used in other analytics or contextual advertising systems, some, for example (the term YAN) are used only in Yandex.

Yandex Direct also introduced the following kind of terminology, which defines the paid position in the results:

Special accommodation	When choosing this method advertising, you can count on the fact that it will appear *above search results* . This space is considered most promising, since most of the users follow only the first 5 links based on search results. Further search is carried out only if the required information was not found.
Guaranteed Impressions	This placement method determines the appearance of the contextual advertising below the search result at the bottom of the first page. If the user's screen resolution allows, then the guaranteed display can be held to the right of the search result list.
Dynamic Impressions	In this case, advertising is placed at the bottom of the second and subsequent pages, and can be transferred to the right sidebar for guaranteed impressions. A move occurs if the user's screen width allows it, or if there were not enough guaranteed impressions for the request to fill the entire page.

Yandex Direct setup - complete step-by-step instruction how to set up Yandex direct and run ads

3. Setting up Yandex Direct - 8 easy steps how to set up contextual advertising in Yandex 📝

Having dealt with the purpose, features and advantages of the contextual advertising system in question, you can proceed to the registration stage, and then to setting up Yandex.Direct. Note that to search for clients in RuNet best place to create an advertising campaign can not found .

Step 1. Create an account and an advertising campaign

Before you set up Yandex Direct, you should go to the service page. To do this, you can enter the permanent address of the service in the address bar " direct.yandex.ru" or follow the link located on the Yandex home page in the lower left corner called "Direct - place an ad."

If the transition to the page is carried out at the moment when the system account has already been logged in (that is, authorization has been passed), then registration not required, you can immediately proceed to setting up an advertising campaign.

Note that all Yandex services are combined under one account ( distinguishing feature from Google), and if there was an entrance to the mail, then you no longer need to create a personal account.

If the login was not completed, the login and password page. Here you can also registering a new account, for which it is enough to enter the indicated required data.

After registering and logging into your account, you can again go to the Yandex.Direct page, where a large button " Place an advertisment».

After clicking on the above virtual button, a menu with the settings of the advertising company opens.

Here you can configure the main parameters:

Your country

After clicking on this field, a list of possible countries for selection opens. Note that the selected country depends on which currency will be used in the calculation. Therefore, you should carefully consider the features of the work of your bank, electronic system payments in one currency or another.

Also, at the first registration, you have the opportunity choose company type.

There are three types:

text-graphic advertising;
dynamic ads;
ads in mobile applications.

Selecting the type of Yandex.Direct ad when creating a campaign — Text-image and dynamic ads + mobile app ads

The ability to select dynamic ads appeared relatively recently. It is worth noting that later it will be possible to create an indefinite number of advertising campaigns of any type.

Press the virtual key Start using the system».

The next window implies more precise settings for the advertising company.

Note the following fields:

Campaign name- free form, you can enter any name.
Client name can also be anything, by default, the information that was entered when registering the mailbox is indicated.
Start- the date from which the advertising campaign begins to operate. Note that it is from this date that statistics will be generated. It is also possible to set an end date for this promotional campaign.
Notifications– emails that will contain basic information about the current state of the advertising company. The default address is Email active account. Eat separate form settings of this parameter, which allows you to specify additional email addresses of mailboxes, the frequency of sending a message and the need to send a notification about the formation of a report. Reports are the basis for keeping statistics used to determine the effectiveness of an advertising campaign. It is recommended to specify the need to send a notification when 20% account balance, as well as when changing the position of the ad every 60 minutes.
SMS notifications– a field in which you can specify the mobile phone number to which messages will also be sent. By default, the field can be filled in, since the mobile phone is specified when registering a mailbox. It is possible to configure where it is indicated - the phone number, where and when messages will be sent.
Strategies- the main field in which future costs and features of advertising placement are determined. This setting will be discussed in more detail below.
Rate Adjustment— a separate field for more precise adjustment of the cost per click. In this submenu you can adjust the bid according to the gender and age of the traffic, ask separate price for advertising in mobile applications, specify the target audience(due to the lack of history when registering an account, the function will not be available). Typically data is entered on the basis of conducted research on the behavior of the target category. For example, if selling women's clothing, then you can increase the cost per click for a female audience over 18 years old. Note that the system cannot read such information about traffic from the partner network, as well as from a user who is not registered in the Yandex system.
Time targeting– a section in which all the time frames for displaying an advertising campaign are configured. For example, most visits are on weekdays from 17 to 21 hours. This time period should be left marked.
Advanced Geographic Targeting- accounting for the regions for which advertising is intended (only the need for accounting is indicated, a checkmark is placed). Read more about it in a separate post.
Single display region for all ads– a parameter that allows you to configure the display of ads only for users from certain regions. For example, if the ad is about pizza delivery in Moscow, then you need to specify only this city.
Single address and phone number for all announcements– displaying contact information on all ads, regardless of region and other parameters.
Single negative keywords for all company phrases- SEO-component of project promotion on the Internet. You can enter all selected negative keywords separated by commas or leave the field blank. This setting allows you to exclude the possibility of showing an ad if the query is similar to the entered keywords, but is not related to the advertiser's services or product. For example, if pizza is delivered to your home, then you can specify the following negative keywords: recipe, cafe, homemade(if you search for "homemade pizza recipe", the ad will not be shown).
Settings on thematic sites. This feature allows you to set the cost of advertising that is distributed through partner sites. You should leave a check mark in the box " Ignore user preference» in the event that the company's activities are not highly specialized. It is recommended to reduce the maximum consumption rate on thematic sites up to 50% from the budget, leave the cost per click at the level 100% .
Impressions for additional relevant phrases– when activating and configuring this function, you can count on the fact that the system will independently select phrases that will be similar to those previously specified by the user.
Site monitoring and the ability to stop the advertising company if for some reason the project ceased to exist. This setting allows you to automate the operation of the system and exclude the possibility that advertising will enter broken links (a situation in which, after clicking, the user does not get to the advertiser's page due to its absence and other reasons). Check the box to enable the feature.
Metric counter and link markup- additional functions. For Metrica to work, you need to connect this service, check the box next to the “link markup for Metrica” field.

As a rule, the fields indicated in the previous paragraph can be left blank to proceed to the next step.

Mobile CPC must be in the area 50% .
You can specify the IP addresses of prohibited sites (advertising will not be placed on them).
It is possible in this field to connect other services, for example, Liveinternet.ru, which will collect statistics.

Step 2. Choosing an ad serving strategy

There are 2 ways to set up an ad display strategy:

Manual management of rates;
Automatic strategies.

You can fine-tune your expenses in a special field - "Manual rate management".

Features of choosing an ad display strategy include:

In order to minimize your costs, in the manual bid management tab, select the item " Show at the lowest possible position ". When you select this item, you can also specify the type of preferred blocks. There is another strategy (from the automatic strategies tab) that allows you to minimize costs - “Weekly Click Pack”.
It is possible to adjust the price per click - the strategy " Average CPC ". When choosing this package, you can specify the average cost per click per week. A feature of this strategy is that it will independently choose the rate to attract more users based on previously entered information.
For beginners, the strategy is " weekly budget ". When choosing this strategy, there is a setting called " Maximum conversion by goal ". However, we note that it is possible to significantly increase the effectiveness of the strategy only by connecting Metrica and its correct setting. In this case, you can count on converting traffic at an affordable price based on the competition indicator in the system.
To attract traffic from thematic sites, that is, partner sites, select the tab "Only in networks". With this setting, ads will be shown on various sites that are similar in subject matter.

Step 3. Creating an ad in Yandex.Direct

After the completion of the first step, the stage of creating an ad begins.

Consider the fields that are required to create ads:

Group name. You can enter any information for which the group will be tracked (For example, "New ad group")
Ad Type. Previously, this parameter was specified, but you can change it if necessary. It is recommended to choose a text-graphic type of advertising, as such advertising has the highest efficiency.
header. When creating a title, it is recommended to include a key phrase in it and attribute a call to action. It is also desirable to use words that attract the attention of most users ( discount, free, benefit ). It should be noted that there is a limitation on the length of the title (33 characters), which means it should be short and concise. To the right is an example of what the ad will look like once it's published.
Announcement text will be located under the heading and differ significantly from it. This field should reflect the whole essence of the appeal, you can specify contact information. The message length limit is 75 characters.
Link- the address to which the transition will be made when clicking on the message. You should only use an existing web address.
Display link. In some cases, the link is quite large and unattractive. In this field, you can enter any link that will be displayed in the ad.
Add-ons. Many ads contain images that grab attention. You can upload an image in this field. Sitelinks allow you to redirect a user from one ad to multiple pages. For example, when creating an advertisement for the provision of a pizza delivery service, you can specify separate links to the section " M menu », « Atdelivery terms », « ABOUTcompanies " and so on. Also in this category is "Clarifications" - a small text that appears at the bottom of the ad. Here you can specify the benefits of the service or product being sold.
Address and phone. In this field, you can set a checkbox that allows you to display the position of the object on the maps.

After entering the above information, you can also add more 49 ads per group and customize them in every way.

Separately, it should be noted the field located on this page, which concerns the input and selection of keywords.

Step 4: Create Mobile Ads

By default, ads are created to display ads on computers. However, the distribution mobile phones and tablets determined that the strategy of creating a separate advertising campaign for mobile devices could bear fruit.

To create mobile ads, check the box at the top of the window, after clicking which the ad becomes mobile and you will be able to edit the cost per click in the "Bid Adjustments" tab.

The following points can be attributed to the features of setting up ads for mobile devices:

Select ad type: text-graphic or just graphic. The first option is more efficient.
Enter the title of the message. In this case, it should be short and concise, you do not need to enter a phone number or address.
The text of the ad should also not be made voluminous., as it is often annoying for mobile users.
Website link and display link are entered in exactly the same way as when creating an ad for display on a computer.
The field of additions is also no different.
Particular attention should be paid specifying a phone number. When it is displayed, mobile device users can call you or your employees with just one click, which is quite convenient and efficient. Therefore, when setting up a mobile ad, we recommend that you fill in this field.

To the right of the submitted form, there is a small thumbnail that will display how the created ad will look, taking into account the information entered.

Step 5. Selecting keywords for Yandex.Direct ads

As previously noted, the service in question has a lot of useful tools. The third step is the stage of using one of them - selection of keywords.

Developers allow you to use other programs for selecting keywords. All collected "keys" are inserted into the specified field separated by commas.

But the built-in keyword tool also gives a good result.

Selection of keywords for Yandex Direct

To start collecting:

Press the virtual button pick up words ". After that, a window appears in which you can enter the word or phrase of interest. For example, in the case of selling cameras, you can enter in the field the words “camera”, “buy a camera”, “photo camera Moscow”, in the case of selling apartments in Moscow - “buy an apartment in Moscow”, “apartment in Moscow price”. Note that it will be possible to repeatedly change the search query to search for keywords.
After entering a word or phrase, two lists appear: one deals with the entered query and related words, the other displays what was searched for along with the entered query. At the same time, the frequency of impressions per month is indicated, which is taken into account when forming a list of key queries.

Step 6. Selecting rates and passing moderation

In this step, you need to set a price for placing ad units. To save your budget, we recommend that you specify the total cost per click for the entire ad or for all phrases.

Therefore, it is necessary to set the rate in the future according to the received statistics. It is possible that for some ineffective phrases you need to reduce the cost, and for other key phrases you need to raise.

Then you have to go through the moderation of the created advertising campaign.

If the moderator refused to publish your advertisements, then an appropriate message will be sent indicating the reason for the refusal.

As a rule, many ads created taking into account the requirements for advertising materials are moderated, since a member of the system brings a significant income to Yandex.

But errors that are associated with incorrect spelling of words can cause a refusal to publish.

The most common reasons for rejection include:

If the advertisement concerns the distribution and review of alcoholic beverages or drugs (prohibited goods or services).
A certain group of products must be distributed only with permission: medical drugs, provision medical services, provision of financial services- documents will not be displayed in the message itself, but Yandex, acting as an intermediary, must comply with established laws get supporting documents.
If the images have logos and contact information, the moderator can also send the ad for correction.
Special requirements are given to how the title and text of the ad will be displayed. Quite often, in an effort to make advertising more visible, capital letters are used when writing the entire text - according to the established rules, this is prohibited.

Step 7. Budget forecast in Yandex.Direct

Only with careful calculation and planning of an advertising campaign can one expect that the investment in advertising will be beneficial.

To do this, you must leave a specific goal, which is achieved when using the Yandex Direct service. For example, in the case of promoting a business card site, one of the goals will be to attract targeted traffic, some of which will call the manager or place an order for services or goods.

The budget calculation process is as follows:

Region selection. As a rule, in order to reduce costs, many firms and individuals select the region for which advertising will be displayed. This is quite useful, for example, in the case of providing services in Moscow - it is not worth displaying ads for residents of Belarus or abroad, as this will lead to unnecessary, unreasonable costs.
The next field is calculation parameters. This section indicates the period of the advertising campaign, the selected types of sites on which information will be displayed, as well as the currency in which the calculation will be made.
The most important parameter is keywords. When promoting a project for different keywords, it is required different budget. In this window, you can also select key phrases and words, here you can also enter your own list of keys separated by commas. It is possible to specify stop words as a list.
After entering all keywords and phrases, press the virtual button "Calculate" and get a detailed table for each keyword.
The system can mark words that should be excluded from the list.

The budget calculation depends on the chosen keywords and ad placements.

Step 8. Yandex display advertising - Using contextual display banners (image ads)

Due to the visual appeal and the ability to display flash videos, such a block has a high click-through rate). Modern technologies, which are used in the search engine, allow you to display the banner of the required target audience, which is essential reduces costs.

However, this method of advertising has significant shortcomings. One of them - payment for ad impressions, not for clicking on them. And in order for the effectiveness of advertising to be high, it is necessary to achieve a high CTR of the block (click-through rate).

It is recommended to use this method of advertising only after achieving your goals when working with contextual advertising, since media advertising Yandex requires a larger budget, and the result may be far from predicted.

4. Correct selection of Yandex Direct keywords in practice 📊

There are two main methods for compiling a list of keywords:

Manually, by using the built-in tool or other programs. Exist paid And free programs that are not very different from each other. As a rule, the difference lies only in the speed of data processing, the number of parameters specified and the ability to convert information into tables for use in other programs.
Using already prepared lists of keys, which are sold by parsers. You can create such lists of keywords yourself. However, their effectiveness will differ slightly. It is important to remember that the effectiveness, cost and frequency of keywords and phrases may vary depending on the seasonality of the product or service, the time of year, etc.

There are several programs that are able to efficiently sort through the keywords and choose the most appropriate for the entered query. Such programs include SlovoYob », « keycollector "and some free services, for example," Rokee ».

To collect keywords and classify them, a special file is created in Excel, since it is in it that you can enter tables with several columns: keyword, frequency of requests per month and others.

Important! The formation of a high price for popular requests is determined by the fact that competitors also decide to use them to promote their project.

The emergence of a new popular query, which previously had a low frequency of use in the search engine, can significantly reduce advertising costs. That is why it is recommended to conduct a permanent filtering out keywords using special programs.

4.1. High-quality selection of keywords for Yandex Direct for free

The ability to think in categories in your field of activity allows you to significantly reduce costs, since quite a lot of competition is formed on “direct requests” (for example, to buy an apartment in Moscow). If you have information about how your potential client thinks, how he is looking for the most suitable product or service, you can pick up unique keywords and phrases , which do not have a high frequency of use, but a high click-through rate (CTR). Many newbies have key card consists of 100 words, which are also used by well-known competitors with big budgets.
Also, for effective selection of keys, you should learn analyze the advertising strategy of your closest competitors : what is their key map, what time do they advertise, what audience is it aimed at. Based on the above information, it can be concluded that you need to find your competitors. At the same time, no attention should be paid to famous brands and companies, as they can afford to spend large sums on advertising to keep their audience engaged.
Should look for indirect situations by which you can attract a client . For example, if a girl wants to buy a new dress, then there is a high probability that she will also want to buy shoes along with the dress. That is why, in some cases, effective method advertising is use of related queries.

Should be remembered that some keywords have a high frequency, but do not lead to a lot of active traffic that is ready for purchases and orders for goods or services.

For example, when searching in Yandex for the query "smartphone", the user can both search for a smartphone to buy, and the definition and purpose of this device.

Therefore, it is necessary to choose commercial key phrases, not informational ones. For example, “buy an apartment”, “order repairs”.

4.2. How to use the Yandex Wordstat service

To use the Yandex Wordstat service, you should:

Create an account in Yandex. If it has already been created earlier, then you will not have to carry out the registration procedure.
Know the basic symbols that can be used in the system (to be discussed below).
Have an understanding about why the service was created and how it works. Yandex Wordstat is used to analyze search queries, which allows you to determine the frequency of the use of words and phrases when searching in the system. The same tool is also available in Yandex Direct when creating ads - the algorithm of work is similar.
Know how to use the provided tools.

When you go to the page of this tool, a search bar is displayed in which you can enter any word, their combination or character set.

After entering, monthly reporting will be displayed containing information on the entered key and related queries. Information about the frequency of using the key during the month is also indicated.

Therefore, you should consider what kind of traffic you need to buy. Special service characters allow you to expand the capabilities of this tool.

How to use the Yandex Direct service - the main operators of the system

4.3. What symbols are used in Yandex Wordstat

To obtain a more accurate result of the selection of keys, special characters are used, without which an experienced marketer is practically indispensable. The use of symbols is a kind of key filter (sifting out unnecessary phrases).

The main symbols of Yandex.Wordstat are:

Quotation marks ("key")- are used in order to select the statistics of the frequency of use of only the word or phrase highlighted by them. The result also includes word forms with other endings.
Exclamation mark ("!key")- a tool for fixing the morphological ending. In this case, fixing passes only the word before which this symbol was set. To find out how many times a month they ask a query in Yandex - buy an apartment in Moscow, you need to type in the service - "!buy! an apartment! in! Moscow".

By combining two characters, you can get the key with the most accurate frequency of its use within a certain period of time. This information is most important when calculating the cost of attracting traffic. The next step is to calculate the CTR (click through rate).

Additional special characters are:

Vertical bar "|" is a tool used for quick selection of semantics. It is used if it is necessary to compare several keys in terms of the frequency of requests.
Square brackets ""- a tool for fixing the syntax order.
"+" sign- the plus sign is entered if you need to find phrases with stop words, which include conjunctions, prepositions, particles.
Sign "-"- the minus symbol, which is used to exclude a word or stop word from an expression.
Two parentheses "()" group the use of all special characters from the above list.

All special characters can significantly increase the efficiency of the service. Without their use, you have to filter out the result yourself, which takes a lot of time.

4.4. What is competitiveness in advertising and how to evaluate it

Competitiveness can be assessed by the following indicators:

The lifetime of the resource. A site created a few years earlier, as a rule, receives more privileges from the search engine;
How much contextual advertising was created, paid for and placed;
What is the frequency of the request;
Is there a change in the demand indicator depending on the season;
Regional location is taken into account;
TOP sites by key request;
and others.

The collection and analysis of all indicators allows you to get a certain KEI - an index of the effectiveness of the keywords used.

From the above information, we can conclude:

If the price per click increases, the advertisement will be placed in the most favorable place for the advertiser;
The cost per click is formed according to the highest price that they are willing to pay to get to 1st place;
The study of statistics and the selection of working keys can reduce costs.

5. How to track ad performance 🛠💎

Yandex Direct has a tool for tracking the effectiveness of an advertising campaign - "Metrika".

The main indicators of "Metrics" are:

Click through rate (CTR)
conversion rate.
Separate impressions and clicks.
Account quality.
A metric related to the actions of the brought client to the advertiser's website: conversion rate, percentage of the target audience, number of transactions and the average amount for them.
Income and profit.

The first 5 indicators can be obtained from Yandex Metrica, for which they are used UTM tags.

The last indicator "income and expenses" is calculated by the advertiser independently. As a rule, it is profit, in the case of the sale of goods or the provision of services, indicates the effectiveness of the advertising company, and other indicators can be used to adjust it.

Using UTM tags

Quite an effective tool in advertising on the Internet are UTM tags . They allow you to track traffic, identify campaigns that brought unique visitors.

Yandex Direct also allows you to use this tool to increase the effectiveness of advertising campaigns. Unfortunately, there is no built-in tool, but you can use free services (for example, utmurl.ru and others).

The procedure for creating UTM tags is as follows:

We insert the target URL, specify the source, title, campaign channel, keyword and generate a label. It is the information entered in the additional fields that will be used to track the URL when it is used. Therefore, you should make detailed information V description of the UTM tag.
Go to Yandex.Metrica and go to the "Standard Reports - Source - UTM Tags" section. Enter the generated links in the specified fields.

After that, when collecting information about the traffic of a web resource (site, etc.), the entered information will be displayed when generating a UTM tag.

6. Qualified training assistance Yandex Direct

The costs spent on advertising and the effectiveness of the advertising campaign depend on the correct settings in Yandex Direct. It is also worth noting that a separate profession has appeared - a director, which consists in preparing and setting up advertising in Yandex.Direct.

That is why some companies began to provide training services for setting up and using the contextual advertising placement system.

1) Unibrains.ru

A company that provides the opportunity to attend free introductory webinars. The center was founded by the holding Kokoc Group, which has been providing IT services for many years. Created programs training receive certificates in the Russian University of Economics. G.V. Plekhanov. The courses provide for many hours practical exercises on real projects with case studies.

2) I-media.ru

The company provides training and offers services in the field. Founded over 13 years ago.

All employees of the firm practice who work on real orders of their clients. The company focuses on Google tools.

3) Seoschool.ru

The company also provides services in the field of training in the implementation of seo-optimization of web resources. The company also has the opportunity to get a quick consultation via the Internet.

On the site you can find statistics of her work on promotion and customer gratitude.

All training courses that bring real benefits are paid. Free webinars are aimed at attracting customers, as the information provided is usually general.

7. Advertising Yandex Direct: prices, budget forecast, cost per month 📈

You can answer the question of how much advertising in Yandex Direct will cost only by relying on own experience. This is due to the fact that the company does not provide such information.

The most important questions regarding the budget are:

7.1. Minimum order amount Yandex Direct

Beginners are always wondering what minimum investment required to run ads in Yandex.Direct. According to the rules of the service, the minimum amount spent on advertising is 300 rubles.

However, practice shows that using Yandex.Direct services is much more expensive. without a budget of 17,000 rubles or more in the system to achieve an acceptable result is almost impossible. This is due to the fact that a click on a single request can cost about 50 -200 rubles and more.

7.2. Cost per click

By this indicator There is also a minimum amount 30 kopecks . In practice, it is almost impossible to meet such a cost per click.

The average cost per click in Yandex.Direct is 20-40 rubles. In some cases, the price reaches 300 rubles or more.

7.3. Budget forecast in Yandex Direct

To get the result, you can use the link " Budget forecast ". As a rule, it takes a beginner about one hour to count, professional 15 minutes.

To calculate the budget of an advertising campaign, 10-30 queries are used. It should be noted, however, that the result approximate. As practice shows, the result should be multiply by 2 more. At the same time, the number of impressions and transitions will be approximately unchanged, since the increase in the budget is due to an increase in the estimated cost per click.

7.4. Contextual advertising budgets in Yandex in various topics (the cost of advertising in Direct per month)

You can not carry out an independent calculation of the budget, but take the average figures. For Moscow, when promoting and advertising a project in a medium-popular topic The minimum monthly budget is 30 000 rubles , maximum 150,000 rubles. In the regions, these figures will be several times lower.

Wherein:

For advancement you will need at least 60 thousand rubles, and the optimal budget can be called 150 tr.
Advertising of banking products/services costs several times more: the minimum budget is 300 tr, the recommended 1 million r. per month.
Website promotion it will cost at least 80 tr, on average 150 tr is required.
Providing legal services : minimum budget 50 tr., average 100 tr.

8. Yandex Direct certificate - what is it and how to become a certified specialist? 📋

Yandex Direct has many different tools that you need to be able to work with.

Yandex Direct certificate is issued subject to certain conditions. The issuance of such a certificate makes it possible to call yourself a certified Yandex Direct specialist.

Yandex Direct certification - how to get a Yandex Direct certificate, who can get it and how to check it

The certificate can be sent either electronically or in kind via mail.

The most common questions about certification in the system are:

8.1. Who can access certification?

Almost any advertiser can get a certificate. An exception is the case when an employee working for an advertising agency works under a common account.

For 3 months, the advertising budget must exceed 9,000 rubles.
The account must not be inactive for more than 6 months.

Conditions for obtaining access to certification are subject to change. Therefore, check with the service itself for exact information.

8.2. How to get a Yandex Direct certificate?

If applying for the test, the applicant will have to answer 42 questions, of which to err you can only do 3 of them. You have approximately 30 minutes to complete the test.

If the first attempt fails, it is possible to take the test in a week, the next attempt in 3 months, and the last one in 6 months. If they were not enough, then the whole cyclecan go through again.

In tests, as a rule, there is only one correct answer. Once you have started taking the test, you cannot refuse to take it.

Questions in the test are asked on the following topics:

Rules for the formation and display of cost per click.
Rules for using keywords and negative keywords.
Features of advertising company statistics.
Setting the parameters of the advertising company.

8.3. How to check the certificate?

When passing the test, real contact information (Name, Surname) is entered. To check the result, on the Yandex.Expert service, select the "Certificate Authentication" tab, specify the certificate number and the owner's Last Name, after which the result will be displayed.

Checking companies, agencies and individuals for Yandex Direct certification

In conclusion, we note that the certificate issued for the used login in Yandex.Direct. Therefore, employees advertising agencies must create their own accounts. Also note that the validity period of the issued certificate only 1 year, after which you will have to retake the test.

9. Yandex Direct coupons and promo codes - how to get, buy, activate 📜

Promo codes allow you to reduce the cost of contextual advertising to new users. At the same time, the amount that is not deducted when the promotional code is activated reaches 10 000 rubles.

9.1. How to get a Yandex.Direct promo code?

Recently, the number of coupons has been significantly reduced. You can get them in different cases, for example, when opening an account with Alfa Bank or at the moment visiting Yandex events.

Some users sell promotional codes through social networks, specialized forums and other platforms.

You can save on contextual advertising if you create an account without VAT (tax will not be withheld) 18% from the amount paid for advertising). You can create a Yandex Direct account without VAT for any non-resident of the Russian Federation, where, according to the law, there is no VAT tax. (For example, a citizen of Switzerland)

9.2. How to activate the Yandex Direct promo code?

To activate the promotional code, there is a special field that appears when choosing a payment method for the service. Entering necessary information a certain amount will be debited from the invoice for the advertising company.

Only a new user of the service can activate the promotional code. To reactivate another promotional code, you need to create a new Yandex account.

If a large number of coupons are activated for the same project, this project can be blacklisted by Yandex moderators.

10. Directionist - who is he and what does he do 💸

The director must be able to:

select key phrases for which ad units will be shown;
create engaging advertisements;
select and upload pictures for ads;
configure all important characteristics and parameters of advertisements.

In addition to the above responsibilities, directors should be able to:

analyze the customer's competitors;
conduct advertising campaigns;
optimize existing advertising;
prepare reports;
audit advertising campaigns (for Yandex search, for YAN, search + YAN);

For example, they can be ordered to analyze your advertising campaign to reduce the cost of clicks, reduce the cost of attracting new customers, and so on.

The profession of a directologist is in great demand among many advertising agencies, which means it is highly paid.

In this article, you will learn what Yandex Direct is and how it works on the Internet. I will also give tips and cases that will help you increase efficiency and increase profits from contextual advertising.

For site owners, this is additional source income. Indeed, in addition to search, advertising can also be broadcast on sites.

How Yandex Direct works

To make it clearer, I will explain a little how Yandex Direct works. The competition for ad display positions is based on the principle of a real-time auction. That is, there is no fixed cost. You decide the amount you are willing to pay.

Payment goes for clicks.

It should be said right away that this system is being improved every year. New functions are added, algorithms are updated.

The system itself can analyze user behavior. And then, based on certain conclusions, issue relevant ads to this person.

For example, the system analyzes what a person enters in a search. Then, based on these search queries, it can show him certain ads.

The system also takes into account the effectiveness of advertising very well. For example, ads with good click-through rates will be prioritized. They can be advertised with the lowest cost per click. Also, the system can place such ads in higher and more profitable positions.

Search advertising Yandex Direct

If the user went to the site through an ad, then the advertiser is charged money. If there was no click, then nothing will be written off.

Advertising on the information site

The site owner registers his project in the YAN and puts contextual advertising output codes on his resource. Further, based on the results of web analytics, the Yandex Direct system selects suitable ads for each site visitor.

Advertising similar to the theme of the site itself can be broadcast. Let's say you advertise a product for the query "ceiling lights". As a result, your ad will be shown on those sites where there is such or another suitable keyword.

Also, ads are additionally broadcast that are not at all similar to the theme of the site, but at the same time, interesting to the user. For example, if a person has previously searched for something, then something similar to him can be shown in advertising on websites.

That is, the ad, as it were, catches up with the user. Reminds him of something.

System Yandex Direct determines what the user is currently interested in. Therefore, it is not scary that advertising is broadcast on non-thematic sites. The main thing is that it is interesting to the user.

In order to run an ad in YAN you need:

Pick up an image
Write text
Select keywords for which ads will be shown
Launch an advertising campaign

Setting up Yandex Direct

We can also make a separate site for Yandex Direct. For example, one project is about some kind of massager, another is for a simulator, and so on. That is, by precisely sharpening sites for certain keywords, you can attract customers directly from the search.

You can also do sites by region. For example, one is only for Moscow, and the other is for Novgorod. But here you also need to know your client.

For example, Muscovites are very bad at buying up goods of unknown brands. Therefore, for such a target audience, you need to make a website for the sale of branded items. For other regions, you can sell something cheap and little recognizable.

In general, the audience can be very peculiar. Therefore, here it is necessary to carry out and only then sharpen your offer for a certain segment of the target audience.

This way you can boost your online sales. That is, you will advertise only to those who will be most interested in your product or service.

Such subtle moments in online sales so many. However, the message of this article is that Yandex Direct is a very good and powerful marketing tool.

However, he cannot do absolutely everything, because a lot will depend on you. This includes setting up an advertising campaign, and creating a website, order form, web design, and so on.

Remember that there are different sales funnels. You can directly sell your product directly. Or just collect applications and only then start working with the client.

But most importantly, to achieve a great result, you still need to closely engage in this service. In general, now you know what Yandex Direct is and how it works.

Recently, I began to tell you about making money with the help of contextual advertising, told you what it is and tried to teach you how to make money with it. I usually put Google Adsense on young blogs, since almost all sites take their service (the main thing is that it be for people).

But after a project reaches more than 300 people I bet on it.

About Yandex Direct:

Sites hosted only on a paid site are accepted. That is, if Google Adsense can be “hung up” on almost any site, then with Poison (Yandex Direct) this will not work.
Only those sites that have more than 300 visitors are subject to moderation. If there is no such activity on your blog yet, hurry up. Once you reach this bar, you can return to this lesson.
Only sites created for people are taken.
The easiest way to withdraw money from this system (you can easily withdraw earned money to your favorite Webmoney or Yandex Money and other wallets).
The site must be over a month old.

If your site meets the requirements, then hurry up to register with Yandex Direct! (if your site passes moderation and you register in March of this year, you are guaranteed to receive a 4 GB flash drive as a gift.)

Registration in Yandex Direct

A few days later you will receive an answer in a letter, where it will be written whether your site was accepted or not.

Registering at the Partner Service Center (PSC)

In the letter, Yandex will offer to go to the page for partners. After clicking on it, select “Choice of service center” (believe me, working through the DSC (for example, I work through Profit Partner) is much better than directly through Yandex.

You will see a choice between PSCs, and here it is best to choose Profit-Partner (having chosen it, I do not regret it at all, constant promotions, etc. only make me happy, in my opinion the best among PSCs).

Registration in Profit Partner

Now we need to register with Profit Partner (as usual, create a login, password, enter your email, etc.). After registration, log in to Profit Partner using your username and password.

In the window that opens, select the block format (Yandex Direct) and click on the “Next” button

Remember! There should not be more than 9 advertisements on the page!

In the second step, select the block type and set the number of advertisements that will be displayed in this ad block:

In the third step, set up the blog design (make it as similar as possible to the site design!) and click on the “Next” button

Copy the given code and paste it in the right place (for example, sidebar.php):

That's all for today! Very soon I will tell you about how to embed Yandex Direct inside articles, how to earn even more on it, and what every webmaster should know about when working with. Therefore, in order not to miss very useful materials on making money, blog promotion, be sure to subscribe to the mail at the end of the articles !!!

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

Why Direct for Business? Several answers:

Contextual advertising in general and Yandex Direct in particular is the most efficient view advertising, which allows you to attract the right amount of customers;
Targeted traffic can be received already on the first day of your site, unlike search engine promotion;
You can set up targeting to show ads only to the target audience, which is a must for some companies.

Principle of operation

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

The company creates its ad;
The company selects target queries for the ad;
The user enters a search query;
Yandex shows him an ad that matches the interests of the user, which is why advertising is called contextual;
The user comes to the site and buys an air ticket;
Alternative option: the user reads an article about the country on the site where the ad is shown to him, since this site is a Yandex partner.

In the search results, ads look like this:

On the site it will look like this:

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

Choose "Professional", as this option gives you more options for setting up an advertising campaign. If you do not have a country set in Yandex settings, then 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 here. As you can see, you can even connect SMS notifications.

Strategy allows you to choose the scheme for displaying ads, there are strategies with manual control, and there are fully automatic ones. There are 11 strategies in total, you can read their description in Yandex.Direct itself and choose the one that suits you. Most of all, automatic strategies that allow you to choose an option depending on current tasks. This can be the most efficient in terms of clicks and costs, maximum amount traffic or other types. Start with the "Highest available position", this is optimal strategy for newbies. I will talk more about strategies below.

Allows you to increase or decrease the cost per click for a specific audience. There are three options for adjustments:

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 item at first, it is not so important.

Time targeting allows you to set the time for ads to be shown. Everything is simple here, I will not give advice, you yourself must know at what time you need clients. You can set the display at any hour and any day of the week. If the time when a visitor enters your site is important for your site, then this setting item cannot be skipped. Sometimes it happens that part of the budget is drained at night or on weekends completely wasted.

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 request your region in the request. It is recommended to leave the checkbox, and for some sites it is absolutely necessary. For example, the query "Hotels in Kazan" is logical to show in any region. But “order a bath in Kazan” should 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 ads. In some advertising campaigns, this is necessary to increase efficiency and to determine the target audience by geography.

Single address and phone allows you to create a virtual business card of your company, where you can specify different data, from working hours and phone number, to metro station and e-mail. All data is optional.

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

Allow you to specify words that will prevent your ad from being shown in a search query. Words are added there that can lead to an untargeted 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 thematic sites is better. Especially when we are talking about about expensive and specific goods. If you check "do not take into account user preferences", then the ads will be thematically the page of the site on which they will be shown.

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

I will talk about impressions for additional relevant phrases below, for now, leave everything by default. The function will not work if Yandex.Metrica is not enabled.

Site monitoring must be enabled (requires connection to Yandex.Metrica). If your site goes offline, then the advertising campaign will be stopped. If you run ads at night and on weekends, then this feature is indispensable. You can add a Yandex.Metrica counter below.

Link markup will add tags to the url with the click number and pass the data to Yandex.Metrica. This feature is useful and should be turned on.

Create an ad

The "Mobile ad" checkbox allows you to create an ad to be shown on mobile devices. For mobile, it is better to create separate ads that have their own specifics. If you skip this step, Yandex will automatically convert your regular ad for mobile devices.

header should display the essence of the ad and it should contain a key phrase. Do you promote websites? Write "Promotion of sites throughout Russia." The title is limited to 33 characters, including spaces.

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

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 additional factor, which encourages them to click on the ad.

You can also add images, but there is a minimum CPC limit for such ads, in my example I will not add an image. You can also add sitelinks:

I added links to the "Services" and "Prices" pages, if you have pages on your site where the visitor can immediately get what he needs, you should add quick links. They often increase the click-through rate of the ad.

Clarifications- an additional line in which you can specify competitive advantages. They will be shown only in the 1st special placement and when viewed from a PC. They must also first go through moderation, this is necessary in order for Yandex employees to check whether the declared information is true. Now I will skip it.

Address and phone– will allow you to specify contact information for the ad with the ability to add ads to be displayed on Yandex.Maps. 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 the 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 selection of keywords. This is a crucial step that needs to be taken very seriously. We are interested in website promotion, so we enter this phrase and immediately see the hints:

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 "Pick up", then the following window will appear:

It is better to use this method, since the number of impressions is also displayed here. But the hints should not be ignored. IN this example I will not add a lot of key phrases, my task is to explain the basic principles. But correct selection keyword phrases can greatly affect the performance of your ads.

This example explains how to create 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, for phrases that are highlighted in yellow, you need to create separate ads. This approach will increase the CTR and reduce the cost per click, which I will discuss below.

In the negative keywords, I will indicate the following:

These words will exclude ads for 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, the display region will be 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 think that men aged 25-35 will be your best audience, you can adjust your bids so that the cost per click is higher for this group. I will also not set labels in this example.

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

This completes the creation of the ad group and proceed to the selection of rates.

Setting the cost per click

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

Special placement - top of the page;
Warranty - impressions at the bottom of the page.

Ads that are at the top of the page get much more traffic, but they cost more. Sometimes there are situations when a guarantee can be more expensive than special accommodation, 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 scared high prices, here it's just the 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 and throughout Russia, which is why the price is so.

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

To display on partner sites, you must also create separate ads in Yandex.Direct. In them, turn off impressions in search, and in search ads, turn off impressions on partner sites.

However, the price of 2500 rubles per click does not suit me, so I will do what I said above, namely, I will create an ad for a different keyword group and specify the region.

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

After you click "Save", you will be redirected to the next page, where Yandex.Direct will show the performance of 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 value for money.

It can be seen that the second key phrase has higher productivity, simply because the region in this case is “Republic of Tatarstan”. Also pay attention to "website 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 show the query "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 go to and the volume of keywords. Ad moderation in Yandex.Direct rarely lasts longer than 48 hours, usually the answer comes within a day. If the check is delayed - do not hesitate and contact the support service, there is a feedback function.

About choosing a display strategy

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

If you are interested in traffic at the lowest price, then select "Impression in the block at the lowest price", for this you can also select the "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 the cost per week, and Yandex.Direct will set the bid automatically. "Weekly budget" also allows you to set a budget for expenses for the week, but you can also set the conversion by goals using the connected Yandex.Metrica.

"Independent management" allows you to show your ads only on thematic sites, the screenshot shows that I have disabled their display in search results. In fact, there is nothing complicated in these strategies, but it is difficult to say the only profitable one, because each advertising campaign is individual. To understand what is more profitable for you, experiments will help, during which the most effective strategies are revealed.

Direct Commander

Direct Commander helps you manage large campaigns, it will be useful if you have several campaigns. You can download it from this link. The program is useful and really facilitates the work in Yandex.Direct. If you have several announcements, then you can do without it, but if there are dozens and hundreds of them, then you can’t 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 "Get Groups" and "Get Ads". 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 can be used to easily 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 very useful tool, without which only a person with extensive experience can create a truly effective campaign. But also experienced people using split tests.

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

Ad text and headings;
Display Address
Absence or presence of an 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 for an advertising campaign is large, here it is simply profitable to spend part of the funds on A / B testing.

About ad moderation

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

For a number of goods, 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 received a rejection, correct the indicated errors and submit the ad for moderation again.

Budget forecast

Contextual advertising does not require a frivolous approach, you need to plan a budget. Ideally, you should understand how many visitors you need to attract and how many of them should become customers. These are clear goals to set. There is a separate tool for budget forecasting. You can use it even before creating ads and advertising campaigns.

You enter a list of key phrases in the same way, and Yandex will calculate the number of visitors and the amount you pay for attracting them. I note that these data are 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 us to roughly estimate the budget, but it will always be different, it can be both positive and negative. 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 should not pay attention to this, such ads can be very effective.

We evaluate the effectiveness of Yandex Direct

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

conversion rate;
Behavioral factors 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 customers. No, there will be customers, but if the cost of attracting them is more than you earn from them, then what is the point in contextual advertising?

Yes, for a number of companies, J.D. can be the main source of customers, but small companies that operate in a competitive environment must look for other ways. You saw the prices on the example of "Website 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 customers.