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Yandex direct login to your personal account registration. Personal account Yandex direct

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, choose 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 an advertising campaign and increase the number of customers without any specific knowledge.

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 a 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. Detailed report on advertising campaign contains dozens of 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 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 an advertisement 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 create more Personal Area no need.

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 current state advertising company. The default is the email address of the active account. There is a separate form for setting 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 received.
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 conversion traffic by affordable price based on the indicator of competition 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 can 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, you will receive a corresponding message 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 of 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 advertising strategy its 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

Enough 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, detailed information should be included in 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.

Most important issues that relate to the budget include:

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 requests 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 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 of 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.

As you know, Yandex Direct is a very popular service, the main function of which is to build interaction between advertisers, as well as those who wish to place advertisements on their resources. If you want to achieve maximum efficiency of the Republic of Kazakhstan, it is advisable to register and get at your disposal the services of a personal account.

Users of the Yandex Direct system are provided with various information, including the balance financial resources, as well as a coefficient that reflects the quality of the account. This coefficient even indirectly, but still affects the size of the bet.

Yandex Direct is a popular service in Russia and the CIS

LC displays all data on the account

The user of the Yandex Direct personal account receives the following opportunities within the framework of this service:

Creation and editing of campaign parameters.
Create promotional forecasts.
Install Direct Commander. It provides a comfortable mass change of ads.
Completely stop and delete campaigns.
Submit the limit of the daily budget for advertising.

To do this, simply register and enter your personal account. You can perform both actions on the page of the official resource of the service.

How to log in?

You will see a standard login form. If you have not acquired a personal account before, then just click on the registration button and enter the data in the appropriate fields. When you get to the page of your personal account, you will have the opportunity to place an advertisement. Click on the link." Place ads" and start setting up individual parameters. First you need to specify the country in which you work. Important: even if you are in one of the CIS countries, still choose Russia. This manipulation opens up an opportunity for you as individual pay for services using a card in the Mastercard or Visa system. Now there are many different agencies that are part of single group legal entities, providing payment service to Yandex Direct for users of non-residents of Russia.

We make payment

When you start using Yandex Direct by logging into your personal account, you will need to pay for the service. This can be done after setting up the advertising campaign parameters by clicking on the link "Shared account" in the "Pay extra" section. There you can replenish your account, thereby paying for advertising.

If you, as a user, have questions about this section, then you will most likely find the answers to them in the "Help" tab, which is located at the top right corner of the page. Direct offers its users a wide range of different payment methods, including:

paypal;
webmoney;
bank card;
Internet banking;
bank statement and much more.

Set up your first ad campaign

Now we suggest you familiarize yourself with the algorithm for creating the RC. Right in the field, which is called "Type of your RK", you must place a pre-prepared text-graphic message. Next, click on the "Start using the service" button.

The campaign creation page will appear on the screen. The "Help" section details how to fill in all the required and additional fields.

We released new book"Content Marketing in in social networks: How to get into the head of subscribers and fall in love with your brand.

Do you often think about the nature of things? I do. Everything has a purpose. And if legs are given to us to walk and play football, then contextual advertising designed to make a profit.

Today we will talk about how to create in Yandex.Direct, how to launch your first campaign, write cool ads, set up impressions and stay cool, no matter what. Do you hear the thud? These are horses harnessed to the road for new knowledge. Go.

Creating an account in Yandex.Direct: registration without stress and loss

And if you hear the words "account" and "registration" for the first time, then we will describe the whole process especially for you:

We go to the site direct.yandex.ru.

Click on the large button that says "Place an ad". If before that you did not have mail on Yandex, then congratulations - in order to go further, you will need to get it. Enter your details, create a password and login to log in. The registration itself will take about 5 minutes, but how much pleasure you will get from the process itself.

We get into the settings.

Choose a country from the list.

Decide on the type of the first advertising campaign.

You will be offered three types:

Text and image ads are an ideal solution for promoting both goods and services.

The simplest and most versatile form of advertising. Displays of these ads are possible in the search and on thematic sites. If you are new to the context and want all potential customers to know about your products and services, then the first type of ad is what you need.

They will be shown only on those devices on which you can install your developments. Moreover, as in the case of the first variety, the demonstration will be both in the search and in the YAN.

Dynamic ads are what you need if your campaign will use a large number of similar offers.

Impressions for this type are only on the search. You will need to specify the site domain for which dynamic ads will be generated and write a common text for them. For this type of advertising, you will need to create a feed (automatic upload of goods / services, which is transferred to the Republic of Kazakhstan). Programmers create a feed. The system will automatically generate titles, key phrases and landing page URLs.

Once you have made your choice, you will enter the fascinating world of setting up an advertising campaign.

How to properly set up a campaign in Yandex.Direct: what, what, what our advertising is made of

Optimally set campaign parameters affect everything: conversion rate, your income, expenses, business success.

We will find out what you need to pay close attention to, which indicators are considered variable and whether something can be neglected.

Campaign name

Screening schedule and dates

Specify the campaign start date and end date.

Time to show ads

Your ads in Yandex.Direct can be shown around the clock, but such a broadcast can provide you with a large number of ineffective impressions. This can be avoided by providing the required information.

Time targeting is the schedule according to which your offers will be shown to potential customers.

With an accuracy of one hour, you can set the time for the demonstration of offers. Set it up so that users see your ads only when your staff is working and can take an order.

In addition, the time indicator can be changed and adjusted to ongoing promotions.

If your store has special discounts from 10 a.m. to 12 a.m., then create a separate ad group and set impressions for this time so that as many potential buyers as possible find out about your benefit and make a purchase.

Geography

Decide on the display region. This is relevant if your business has a certain regional binding. Thus, only those users whose IP address corresponds to the selected region, as well as those who have selected the region in the portal settings, can see your ads.

For example, you have your own roll delivery company in Moscow. Click on the Refine button and set the desired parameters.

If you are targeting the whole of Russia, but launching a campaign in any of the CIS countries, then do not forget to check the box accordingly.

Strategy

A strategy is a set of settings for your placement in Yandex.Direct.

Choosing the right display strategy means saving the budget and making a strong campaign. How you manage your bids and which sites your ads will appear on depends on the strategy.

The preference for one or another strategy is thought out in advance, because from right choice depends on the effectiveness and budget of the campaign.

Goals, planned budget and geotargeting are taken into account.

If you are just starting your advertising journey, we recommend that you refrain from playing the strategist. If you thoughtlessly change the settings or make the wrong choice initially, you can waste money, but still not get the coveted sales and orders.

Stop the choice on the strategy that is set by default, namely "Manual bid management". It will allow you to rationally use your own material resources and provide you with a sufficient number of impressions.

Only when you understand what drives bid dynamics and what makes your ads perform, try other options. Moreover, for each strategy there are a number of additional settings. We talked about them in detail.

Setting up in networks

Use YAN and increase user coverage, customize and expand your capabilities - re-show ads to users who were interested in your products or services, but did not place an order.

Rate Adjustment

Adjustments can be used to:

target audience.
mobile phones.
Gender and age.

Thus, you will be able to show the ad to the selected audience for more high position or more likely than would have happened at the original rate.

For example, if you have a pizza delivery chain, it makes sense to increase PC bids, as your potential customers are using PCs more often to order food at home.

Optimization and negative keywords

Negative keywords are words or phrases that will prevent the system from displaying your ad.

Do not ignore them, because they will allow you not to waste your budget in vain. Taking advantage of this unique opportunity is easy.

Set phrases for which your ads will not be shown, deprive yourself of inappropriate impressions and the same clicks.

For example, if you only sell children's bikes, but you can't offer anything to older people, then exclude the word "adults".

Dmitry Mazurov

Business card

She looks like this.

Remember that clicks on it will be paid even if the transition did not occur. However, you don’t have to be a soothsayer to come to a simple conclusion: if the user did make this click, then your offer interested him. Therefore, do not play with fate, fill out a business card.

Metrics

Like birds need the sky, and my grandmother - Kolya Baskov on the second channel, you need analytics. To be aware of everything, to control the progress of the campaign - isn't it great?

Yandex.Metrica helps you track which ads and search queries people use to come to your site. From what regions, from what platforms. These reports will help you shape your audience, understand what interests them the most.

Notifications

It is important that the address in the "Notifications" field is up-to-date. After all, you will receive various notifications about the status of your advertising campaign on it: information about the status of the account, changes in display positions.

If you want to change your mail, then just click on "Settings".

You will be taken to a menu where you can add a new address, decide on the conditions for receiving notifications and save.

In addition to email, you can also set up SMS notifications. They are free and come to your phone. Set the parameters and give preference to the time period when it is convenient for you to receive new information about the status of the advertising campaign.

Mastery of word and deed: creating a cool ad and collecting keywords correctly

Let's talk about how to collect SL and make great offers based on it that will definitely attract the attention of users.

Requests hitting the target

Good keywords make a campaign effective, save money, and increase conversions.

To make it very simple, we will perform all the calculations on a simple example.

Conversion = number of targeted actions / number of clicks * 100%

In this article, we will understand these actions as sales and orders.

I have my own online store for jar lids. My AC conversion is about 0.5%. For one user, I am ready to pay no more than 50 rubles.

If the conversion is 1%, then 100 clicks will bring 1 purchase. If it is 0.5%, like mine, then with 100 clicks I get half of the purchase. With 200 - about one sale.

It turns out that if I am ready to give 50 rubles for one buyer, then my 200 clicks should cost a maximum of that much. If I put more, I will act uneconomically.

By simple mathematical calculations, I get average cost click: 50* 0.5 / 100 = 0.25

Of course, this formula is approximate and largely averages the whole process. When using it, remember that in some topics the cost per click is much higher than what you can offer. In this case, nothing can be done, it remains to develop a strategy that will not be limited only to identifying the cost per click.

How to create an account in Yandex.Direct and launch your first campaign: the last parting word

If one day you firmly decide to conquer the Internet, declare yourself to users and become a successful rich person or a cool specialist, stop and look at your dream, discarding ambition and ardor.

Registering in Yandex.Direct, filling out the necessary forms, creating ads and collecting keywords - just prepare the ground.

To get a great harvest, you have to work hard: keep track of statistics, change the basic settings of the campaign, rewrite, redo, adjust, distribute and supplement. All this takes time, effort, nerves and cookies.

You can ease your path to glory in two ways: by trusting or by starting an independent assault on an impregnable contextual fortress by reading ours.

The Yandex Direct service deals with the interaction between advertisers and everyone who wants to place it on their sites. For maximum efficiency, the service offers to use a personal account, in which customers have access to numerous useful functions.

Personal account functionality

It is almost impossible to list all its features. However, you can give general characteristics available privileges:

Everything to control the effectiveness of advertising.
Manage your own projects by creating and deleting optimization folders.
Information about statistics from Yandex Direct.
Numerous options for setting up advertising on the resource with the ability to enable or disable them.
Extensive tools for working with advertising.

Thanks to the capabilities of the Yandex Direct personal account, a user can significantly reduce advertising costs without changing its effectiveness.

Registration in the Yandex Direct account

In the upper right corner home page The website has a "Register" button. Click on it and go to the form where you need to enter personal data. You need to fill in the lines:

Name and surname.
Login to enter the system. The client can come up with it himself. If for some reason it is unavailable (for example, it is busy), the system will automatically generate a list of available logins, using the information already entered as a basis.
Password. You also need to come up with it yourself and enter it in two lines.
Phone number.
SMS code sent to the specified number.
Confirm that you have read the user agreement.

After that, by clicking on the "Register" button, the user enters the personal account page. There you can already configure the interface and start working.

Authorization in personal account

Login to your personal account is also made on the main page of the service. By clicking on the "Login" button, the user will see an authorization form. In it you need to enter the login and password specified during registration. Access to Yandex Direct is also possible through an account in Yandex mail, virtual cloud storage, Wallet, and so on. That is, by logging into any of the Yandex services, the user automatically gets access to all other features of this system. Moreover, you can even log in through social media accounts:

The client remains in the system until he logs out consciously or for several hours. Only after that it will be necessary to enter it again.

Mobile application of personal account

The Yandex Direct service offers users their own mobile app with somewhat limited, compared to a personal account, functionality. It is available for both Android devices and iOS smartphones. Mobile app features:

View information about phrases, ads and companies.
Aggregated statistics.
Stop and start showing ads.
Depositing funds to the account (only in US dollars or rubles).
Cost per click management.

What is not available in the mobile application:

Geographic and time targeting settings.
Choice of display strategy.
View virtual business cards.
Adding and/or editing ads or phrases.
Creation of advertising companies.

A mobile application is a convenient tool that facilitates the user's work, but it cannot fully replace a personal account.

Customer support through the office

Any user of Yandex Direct receives comprehensive support from the specialists of this service. The Yandex Help section provides detailed and detailed answers to all the most common questions. If this does not solve the problem or if you need an answer to a missing question, you can fill out the "Ask a Question" form. You can go to it from the main page of the service (the link is located at the top of the screen). A form will open in which you need to describe the essence of the issue, indicate the phone number and email client.

How to disable your personal account Yandex Direct

You should disable Yandex Direct only after all advertising campaigns are completed. If it is not possible to wait, you need to do it manually. After that, we withdraw all the remaining money and write a letter to the address of the service with a request to delete personal data in accordance with article 21 federal law No. 152. If it doesn’t help, you need to write a paper letter and send it to the company’s physical address with notification.

Security and Privacy Policy

Yandex Direct is only a part of the Yandex company. Security here is at the highest level, because the same account is used both to enter the mail, and for the same Direct, cloud storage, Wallet and other services. The main thing is not to create easy-to-crack passwords (it should include uppercase and lowercase letters, as well as numbers) and not to give the password with the login to dubious individuals / sites.

Hi all! My name is Vladislav Grishakov, I am a specialist in contextual advertising in Yandex Direct and Google Adwords. Or director for short. Usually, when I name my profession, people often do not understand what is meant. Well, or even more often they think that in fact I am a nutritionist.

Once I was far from understanding what contextual advertising is, just as Nikita Dzhigurd is far from the Oscar. I worked at a factory and could not even imagine that after enough a short time I will have my own advertising agency. But I'm not talking about that now.

I will tell you what Yandex Direct is, so in simple terms that even your grandmother would understand. Well, if you are a businessman, and for some reason you are skeptical about contextual advertising, I will explain how it can become great helper in the development of your business.

How does Yandex Direct work?

Based on our definition, Yandex Direct ads can be placed in two versions:

In search of.
On the sites of YAN partners.

Let's break them down in detail and see how they work.

Advertising in search

In response to a specific user request, blocks of this type of advertising are shown in the search engine line.

For example, you want to buy bed linen. Go to Yandex, drive in given request and see the following.

Blocks are divided into 2 types:

Special placement is the first 1 - 3 topmost ads. Being in this block, the advertiser's site receives the maximum number of visits from potential buyers.
Guaranteed impressions are all ads that appear at the very bottom. There is much less traffic here than in special accommodation.

Advertising on partner websites

YAN works on a different principle than search campaigns. These are banners on various Yandex partner sites.

If you have your own website, then it is beneficial for you to become a Yandex partner and host YAN banners.

You have probably noticed that after you searched, for example, for Chinese language courses, banners offering to learn Chinese begin to come across your eyes everywhere. Coincidence? Don't think!

Moreover, I know for sure that these YAN banners will catch up with you. And they will still catch up within 30 days, even if you have been taking language courses for a long time. So be careful with requests.

Basic concepts

CPC

Now you are probably thinking: why do some advertisers' ads end up in special placement, while others - in the guaranteed impressions block? The fact is that each advertiser pays for a click on his ad. If I, as a potential bed linen customer, click on one of the ads and go to the site, the advertiser will pay for my click, whether I buy or not.

The cost of a click on the first place in a special placement can reach 2,500 rubles. And, accordingly, the lower the position of the advertisement, the lower the price.

The cost per click depends on the number of competitors. That is, the more advertisers want to get into special placement, the fiercer the struggle. The top position will be the one who set the price higher and who has a more relevant ad for the query. (Relevance is the correspondence of the title to the search query). Also, the cost per click may change over time depending on the CTR of the advertiser's ad.

What does CTR mean?

Cost per click is different for different search queries of a potential buyer.

For example: in the first place in the special placement for the request “buy a bed set inexpensively”, the click price is 20.40 rubles.

For such a request, the price is already higher - 54.50 rubles.

And even more expensive - the cost of a click is 71.90 rubles.

As you can see, all phrases are approximately the same, but the cost per click is different for everyone.

The advertiser himself sets the price per click for each key phrase, the one that will be profitable for him. It is calculated from business indicators (average check, margin, site conversion and sales conversion).

How much does it cost to launch an advertising campaign?

If you decide to run it yourself, then not at all. Efficient and high-quality tuning from a specialist, of course, costs money. I recommend contacting professionals so as not to be disappointed.

I will share personal experience. Before becoming a directologist, I had a small business project. I needed to set up Yandex Direct. I found a very cheap specialist, which I was terribly pleased with. But the clients came completely untargeted, and for a long time I did not understand why.

When I figured out the intricacies of the settings myself, I was very surprised at what keywords were used to create an advertising campaign for my project. That “cheap” directologist cost me dearly, because he made a gross mistake: he did not delve into the niche. As a result, no quality semantic core. Therefore, customers came to the wrong address.

If you still want to try setting up the context yourself, I recommend setting a minimum budget for clicks of 10,000 rubles. With this money, you will see how many calls, applications, and how much you earned.

For more information about what is formed from, read in a separate article.

What do you need to get started?

Go deep into a niche and understand how your product is searched on the Internet.
Collect key phrases.
Write ads.
Upload to account.
Set the necessary settings and display strategies.
Install Yandex Metrica on the site.
Set up goals.

All these steps will be discussed in detail in my next articles.

Where can I order high-quality contextual advertising settings?

The main advantage of the context is that such advertising depends solely on the interests of the buyer. It will be shown only to those who are interested, that is, your target audience. Of course, this only applies to a campaign that is set up correctly.

If you want, then leave a request on the site i-direct-you.com. Specialists will contact you, and you will receive new customers in the next 5 days.

Also, after setting up, it is very important to adjust the key phrases, refine the ad depending on the CTR indicators. This is called leading.

Conclusion

That, in principle, is all, if we speak briefly and in simple words about what Direct provides. I hope I managed to convey to you that contextual advertising is not such a complicated thing. Of course, it has a lot of its own nuances, pitfalls, and I have my own professional secrets. In addition, Yandex and Google search engines are constantly changing and improving. So there is always something to learn.

Ask your questions in the comments under the article or VKontakte - vk.com/grishakov88. Until we meet again, friends!