Yandex Direct - what it is and how it works + step-by-step instructions on setting up ads and selecting keywords in Yandex Direct

Hello, dear readers of the Rich Pro online magazine! Today we’ll talk about Yandex.Direct advertising - what it is and how it works, how to properly set up advertising yourself, select keywords and much more.

Indeed, the promotion and promotion of your business in recent years is 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 knowledge.

The Yandex.Direct system was designed specifically for promoting and advertising business projects and receiving 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 rather 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 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 configure Yandex.Direct contextual advertising for your advertising campaign or a project being promoted on the network;
• What are keywords, why are they needed and how are they used in Yandex Direct;
• Advantages and disadvantages of contextual and display advertising on Yandex, their features.

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 a business through the Internet using the system, you should read the article to the end and use the recommendations to consolidate the information received.

About Yandex.Direct advertising - what it is, how to configure and select keywords yourself, and much more, read on

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

Now it’s quite difficult to imagine the Internet without search engines that are used to search for almost any information.

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

Yandex Direct is a type of contextual advertising that has a large number of different analytics toolsused by advertisers and site owners to place ads. Almost all Internet users are familiar with this system, and do not suspect that it is their actions that allow it to exist.

You can read more about types of advertising on the Internet in a special article.

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

Advertising Yandex.Direct can be found:

1. In search engine results

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

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

However, it should be borne in mind that the use of Yandex.Direct will not appear on the results of search results in the Google search engine.

2. On sites (in the form of ad units)

Another example is the various ad units on sites. If we conduct a small analysis, we can say that in most cases after the creation of sites, owners of web resources place ads from the system Yandex (YAN - Yandex Advertising Network) and google.

In general, we can say that Direct is a service for advertising.

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

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

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

The advent of search engines has redirected most of the traffic, asabout 90% visits to the Internet begins with the opening of Yandex or Google’s substations to enter a request.

Having gathered such a large audience, the search engine developers decided to provide the opportunity to advertise a product or service, for which Yandex Direct was created.

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.

When choosing an Yandex advertising campaign, it should be borne in mind that the search engine is designed exclusively for users from Of Russia and CIS countries.

In America and Europe they use Google and other search engines. Therefore, using Yandex Direct it is possible to reach a foreign audience, but the advertising campaign will be ineffective.

When calculating the budget of an advertising company, you should consider number of clicks, not ad impressions.

In other words, when entering a specific search query, the user sees an advertisement: if you followed the link from the advertiser funds are calculatedif the user did not click on the link - no funds will be charged.

Yandex.Direct allows you to flexibly control the cost of advertising. Control consists in indicating the cost of one click: the higher it is, the more often the ad will be displayed, but the money will leave the account faster.

Beginners in setting up contextual advertising It is recommended to set the minimum cost for 1 click, for a better and more accurate debugging of the advertising company.

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

2.2. Advantages of Yandex Direct

The advantages of Yandex Direct include:

1. Huge traffic, which is several million unique users per day. At the same time, the number of transitions remains at a high level constantly.
2. The largest audience. If social networks are actively used only by a certain group of people (divided by age, gender), then search engines use almost everything.
3. Ability to customize delivery time and segment. The contextual advertising system under consideration has evolved over the years and provides the most favorable conditions for the formation of your advertising company. The display time, segment, region and other settings for displaying ads can be set based on analytical information.
4. Exact control over the costs and effectiveness of an advertising company provided by updating statistics on the created project in real time. You can adjust the costs for a certain period of time: day, week, month.
5. The system generates a report, which comes to the specified email address, a mobile phone in the form of an SMS message. A detailed report on the advertising campaign contains several dozen indicators.
6. The ability to advertise at numerous sites: in a separate block of the portal, in search results, on partners site and etc.

The pluses of this service include the fact that it is constantly developing, more effective methods are being developed for calculating the most suitable traffic for the created advertising campaign.

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

This is done to push the user to return to the advertiser's website and purchase a service or product. Advertising a site on Yandex is very effective in the case of the sale of a product or service.

2.3. Key Terms

The system uses certain terminology, which can significantly simplify the setup of an advertising company. Below we consider the basic terms (for example, what is ctr in Yandex direct and so on).

The main terms include:

Many of the above terms are 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 determines the paid position in the results:

Yandex Advertising Positions

Setting Yandex Direct - a complete step-by-step instruction on how to properly configure Yandex Direct and launch advertising

3. Setting Yandex Direct - 8 simple steps to set up contextual advertising in Yandex

Having figured out the purpose, features and advantages of the contextual advertising system in question, you can proceed to the registration phase, and then to configure Direct. Note that to search for clients in RuNet the best place to create an advertising campaign can not found.

The procedure for registering and setting up an advertising campaign in Yandex Direct is quite simple. It consists of the following basic steps:

Step 1. Creating an account and advertising campaign

Before setting up Yandex.Direct, you should go to the service page. To do this, you can enter in the address bar the permanent address of the service "direct.yandex.ru"or follow the link located on the Yandex main page in the lower left corner under the name" Direct - Place an Advertisement ".

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

Note that all Yandex services are combined under one account (a distinctive feature from Google), and if you had access to your mail, you no longer need to create a personal account.

If the login was not completed, appears login and password page. Here you can spend new account registration, for which it is enough to enter the specified necessary data.

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

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

Here you can configure the main parameters:

• Your country

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

• Also at the first registration the opportunity choose company type.

There are three types:

• text and graphic advertising;
• dynamic ads
• Ads in mobile apps.

Choosing the Yandex.Direct ad type when creating a campaign - Text and graphic and dynamic ads + mobile app advertising

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

Click on the virtual button "Start using the system."

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

Note the following fields:

1. Campaign Name - any form, you can enter any name.
2. Customer Name it can also be any, by default the information that was entered during the registration of the mailbox is indicated.
3. Start - The date on which the advertising campaign begins. Note that from this date statistics will be generated. It is also possible to set an end date for this advertising company.
4. Notifications - electronic messages that will contain basic information about the current state of the advertising company. By default, the email address of the active account is indicated.There is a separate form for setting this parameter, which allows you to specify additional email addresses of mailboxes, the frequency of sending messages and the need to send notifications about the formation of the report. Reports are the basis for statistics used to determine the effectiveness of an advertising campaign. It is recommended to indicate the need to send a notification when 20% account balance, as well as when changing the position of the ad every 60 minutes.
5. SMS notifications - a field in which you can specify the mobile phone number to which messages will also come. By default, the field can be filled in, since the mobile phone is indicated when registering the mailbox. It is possible to configure where it is indicated - the phone number, where and when messages will come.
6. Strategies - the main field in which future costs and features of advertising are determined. This setting will be discussed in more detail below.
7. Bid adjustment - A separate field for more precise adjustment of the cost of a click. In this submenu you can adjust bid based on gender and age of traffic, set a separate price for advertising in mobile applications, indicate target audience (due to the lack of history when registering an account, the function will not be available). As a rule, data are entered on the basis of studies on the behavior of the target category. For example, if women's clothing is sold, then you can increase the cost per click for a female audience over 18 years old. Note that the system cannot read such traffic information from a network of partners, as well as from an unregistered Yandex user.
8. Time targeting - a section in which all time frames for displaying an advertising company are configured. For example, most visits on weekdays from 17 to 21 hours. This time period should be left marked.
9. Advanced Geographic Targeting - accounting of regions for which advertising is designed (only the need for accounting is indicated, a check is put). Read more about targeting in a separate publication.
10. Single delivery 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 advertisement concerns the delivery of pizza in Moscow, then only this city should be indicated.
11. Single address and telephone for all ads - Display contact information on all ads, regardless of region and other parameters.
12. Single negative keywords for all company phrases - SEO component of project promotion on the Internet. You can enter all the selected negative keywords separated by commas or leave the field blank. This setting eliminates the likelihood of the ad showing if the request is similar to the keywords entered but is not related to the services or products of the advertiser. For example, if pizza is delivered to your home, you can specify the following negative keywords: recipe, cafe, home (an ad will not show when you request "homemade pizza recipe").
13. Settings on theme sites. This function allows you to configure the costs of advertising, which is distributed through partner sites. Leave a check mark in the "Do not consider user preference"in the event that the company’s activities are not highly specialized. It is recommended to reduce the maximum rate of expenditure on thematic sites up to 50% off budget, leave CPC level 100%.
14. Impressions for additional relevant phrases - when you activate and configure this function, you can rely on the fact that the system will independently select phrases that will be similar to those previously specified by the user.
15. Website monitoring and the ability to stop an advertising companyif for some reason the project ceased to exist. This setting allows you to automate the system and eliminate the likelihood that ads will enter broken links (a situation in which after a click the user does not get to the advertiser's page due to its absence and other reasons). Check the box to activate the function.
16. Metric counter and link markup - additional functions. For the Metric to work, you should connect this service, opposite the field "markup links for Metric", check the box.

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

At the bottom of the page there is a link to open additional settings:

• CPC for mobile impressions should be around 50%.
• You can specify the IP addresses of banned sites (they will not place ads).
• There is an opportunity in this field to connect other services, for example, Liveinternet.ru, which will collect statistics.

The remaining additional settings are recommended not to be changed.

The effectiveness of the advertising program and the upcoming costs depend on the correct settings of this page.

Step 2. Choosing an ad delivery strategy

There are 2 ways to configure your ad delivery strategy:

1. Manual bid management;
2. Automatic strategies.

The ability to more accurately adjust your expenses can be in a special field - "Manual bid management."

The specifics of choosing an ad delivery strategy include:

1. In order to minimize your costs, select "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 package of clicks. "
2. It’s possible to adjust the price for one click - the strategy "Average CPC". When you select this package, you can specify the average cost per click per week. The peculiarity of this strategy is that it will independently choose the rate to attract more users based on previously entered information.
3. For beginners, the "Weekly budget". When you select this strategy, there is a setting called"Maximum Goal Conversion". However, we note that it is possible to significantly increase the effectiveness of the strategy only if Metric is connected and properly configured. In this case, you can count on conversion traffic at an affordable price based on the indicator of competition in the system.
4. To attract traffic from thematic sites, i.e. partner sites, select the tab "Only in networks". With this setting, ads will appear on various sites that are similar in topic.

Only after the experiments, which will necessarily be reflected in the report, can you choose the most effective advertising campaign for your project.

Step 3. Creating an ad in Yandex.Direct

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

Consider the fields that are required to create ads:

1. Group name. You can enter any information by which the group will be tracked (for example, “New Ad Group”)
2. Ad type. This parameter was previously indicated, but you can change it if necessary. It is recommended to choose a text-graphic type of advertising, since such advertising has the greatest efficiency.
3. Headline. When creating a title, it is recommended that you include a key phrase in it and assign a call to action. It is also advisable to use words that attract the attention of most users (discount, free, benefit) It should be borne in mind that there is a restriction on the length of the title (33 characters), and that means it should be long and concise. An example of how the ad will look after it is published is displayed on the right.
4. 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.
5. Link - the address to which the transition will be made when you click on the message. Only an existing web address should be specified.
6. 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.
7. Additions. Many ads contain images that attract attention. You can upload an image in this field. Quick links allow you to redirect the user from one ad to several pages. For example, when creating an advertisement for the provision of pizza delivery services, you can specify individual links to the "MI am", "AtSlovenia delivery", "ABOUT the company"and so on. Also in this category there is" Clarifications "- a small text that appears at the bottom of the ad. Here you can specify the benefits of the service or product sold.
8. Address and Phone. In this field you can set a check mark, which 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 configure them in all respects.

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

Step 4. Create mobile ads

By default, ads are created to display ads on computers. However, the proliferation of mobile phones and tablets has 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 which the ad becomes mobile and you can edit the click price in the “Bid adjustments” tab.

The features of setting up an ad for mobile devices include the following:

1. Selected ad type: text-graphic or just graphic. The first option is more effective.
2. A message header is entered.. In this case, it should be short and concise, you do not need to enter a phone number or address.
3. Ad text should also not be voluminous., as this is often annoying for mobile users.
4. Link to the site and display link are entered in the same way as when creating an ad for display on a computer.
5. The field of additions is also no different.
6. Particular attention should be paid telephone number. When it is displayed, users of mobile devices can call you or your employees with just one click, which is quite convenient and effective. Therefore, when setting up a mobile ad, we recommend filling out this field.

To the right of the submitted form there is a small thumbnail that will display how the created ad will look based on the information entered.

Step 5. Selecting keywords for Yandex.Direct ads

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

Developers allow you to use other programs to select keywords. All collected “keys” are inserted into the specified field, separated by commas.

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

Keyword Selection for Yandex Direct

To start collecting:

1. Press the virtual button "pick up words". After that, a window appears in which you can enter the word or phrase you are interested in. For example, in the case of the sale of cameras, you can enter the words" camera "," buy a camera "," Moscow camera "in the field, in the case of apartments for sale 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.
2. After entering a word or phrase, two lists appear: one concerns the entered query and the words associated with it, the other displays what you searched for 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.

This step will be given further attention in the article, since the effectiveness of advertising itself depends on the correct selection of keywords.

Step 6. Choosing bids and passing moderation

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

However, it is important to understand that the cost and effectiveness of advertising under the terms “Buy an apartment in Moscow” and “Buy a one-room apartment in Moscow in a new building is inexpensive” different.

Therefore, to set a bid in the future, you need to set according to the statistics received. Perhaps for some ineffective phrases you need to lower the cost, and to raise other key phrases.

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

Bid selection for Yandex.Direct advertisement and moderation progress

If the moderator refused to publish your advertisements, 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 participant in the system brings substantial income to Yandex.

But errors that are associated with misspelling words can cause a denial of publication.

The most common reasons for rejection include:

1. If the advertisement relates to the distribution and review of alcoholic beverages or drugs (prohibited goods or services).
2. A specific product group should be distributed only with permission: medical drugs, medical services, financial services - documents will not be displayed in the message itself, but Yandex, acting as an intermediary, must comply with the established documents to comply with the laws.
3. If the images have logos and contact details, then the moderator can also send an announcement for adjustment.
4. Special requirements are given to how the headline and ad text 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.

If the advertising campaign was not able to undergo moderation, then it is sent for revision. After adjusting the entered data, it can again be sent for moderation.

Step 7. Budget forecast in Yandex.Direct

Only with careful calculation and planning of the advertising campaign can you 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 website, one of the goals will be to attract targeted traffic, part of which will call the manager or place an order for services, goods.

In order to calculate the approximate cost of advertising created a special section "Budget forecast". You can go to this page by the link located in the upper menu block.

The budget calculation process is as follows:

1. Region selection. As a rule, 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 the provision of services in Moscow, it is not worth displaying ads for residents of Belarus or abroad, as this will lead to unnecessary, unreasonable costs.
2. The next field is calculation parameters. This section indicates the duration 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.
3. The most important parameter are keywords. When promoting a project with different keywords, a different budget is required. In this window you can also select key phrases and words, here you can enter your own list of keys separated by commas. It is possible to specify stop words in a list.
4. After entering all the keywords and phrases, press the virtual button “Count” and get a detailed table for each keyword.
5. The system may mark words that should be excluded from the list.

The budget calculation depends on the keywords and placements chosen.

Step 8. Yandex Display Advertising - Using Display-Contextual Banners (Image Ads)

Another way to promote and advertise your products or services over the Internet is display context banners. This method combines the benefits of traditional and contextual advertising.

Due to the visual appeal and the ability to display flash clips, such a block has a high clickability). Modern technologies that are used in the search engine allow you to display a banner of the necessary target audience, which is essential reduces costs.

However, this method of advertising has significant drawbacks. One of them - payment for ad impressions, not for clicks on them. And in order for the advertising efficiency to be high, it is necessary to achieve a high CTR of the block (clickability).

It is recommended to use a similar advertising method only after reaching the set goals when working with contextual advertising, since Yandex display advertising requires a larger budget, and the result can be far from predicted.

4. The correct selection of keywords Yandex Direct in practice

The number of impressions and clicks, advertising costs and the overall effectiveness of the advertising campaign depend on the selection of keywords and phrases, which are entered in a special field when creating an advertisement.

There are two main methods for listing keywords:

1. Manually, by using a built-in tool or other programs. Exists 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 specified parameters and the ability to convert information into tables for use in other programs.
2. Using already prepared key liststhat are sold by parsers. You can create such lists of key phrases yourself. Moreover, their effectiveness will vary slightly. It is important to remember that the effectiveness, cost and frequency of keywords and phrases can vary depending on the seasonality of a product or service, season, etc.

There are several programs that are able to efficiently sort through keywords and select the most suitable for the entered query. We’ll classify such programs as "SlovoEb", "Keykollector"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 high prices for popular queries 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 small indicator of frequency of use in a search engine, can significantly reduce advertising costs. That's why It is recommended to constantly filter out key queries using special programs.

4.1. High-quality keyword selection for Yandex Direct for free

The contextual advertising system under consideration has a rather convenient and effective keyword selection tool that can be used for free.

Recommendations for improving the quality of keyword selection include:

1. The ability to think in categories in your field of activity allows you to significantly reduce costs, because by “direct requests” quite a lot of competition is formed (for example, buy an apartment in Moscow). If you have information how your potential client thinks, how he is looking for the most suitable product or service, you can pick up unique keywords and phrasesthat do not have a high frequency of use, but a high clickthrough rate (CTR). For many beginners, a card with keys consists of 100 words, which are also used by untwisted competitors with large budgets.
2. Also, for effective selection of keys, you should learn analyze the advertising strategy of its closest competitors: what is their key map, what time do they advertise, what audience does it target. Based on the above information, it should be concluded that first you need to find your competitors. At the same time, you do not need to pay attention to well-known brands and companies, as they can afford to spend large amounts on advertising to maintain the engagement of the audience.
3. Should look for indirect situations where you can attract a client. For example, if a girl wants to buy a new dress, then it is highly likely that she will want to buy shoes along with the dress. That is why in some cases a very effective method of advertising is the use of related queries.

Should rememberthat some keywords have a high frequency, but do not result in a lot of active traffic that is ready for purchases and orders of goods or services.

For example, when searching in Yandex for “smartphone”, the user can both search for a smartphone for purchase and the definition and purpose of this device.

Therefore, you must choose commercial key phrases, not informational ones. For example, “buy an apartment”, “order a repair”.

4.2. How to use the Yandex Wordstat service

To use the Yandex Wordstat service:

1. Create an account in Yandex. If it has already been created earlier, then the registration procedure will not have to.
2. Know basic charactersthat can be used in the system (will be discussed below).
3. Have an understanding of what is the service created for and how does it work. Yandex Wordstat is used to analyze search queries, which allows you to determine the frequency of use of words and phrases when searching in the system. The same tool is also available in Yandex.Direct when creating ads - the algorithm is similar.
4. Be able 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, reporting for the month containing information on the entered key and related queries will be displayed. Information on the frequency of use of the key during the month is also indicated.

Worth understandingthat not all phrases will be effective for a particular advertising campaign, as some words are used by people to find information, others to search for goods.

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

How to use Yandex Direct service - the main system operators

4.3. What symbols are used in Yandex Wordstat

To obtain a more accurate key selection result, special characters are used, without which an experienced marketer can hardly do. The use of characters is a kind of key filter (filtering out unnecessary phrases).

The main symbols of Yandex.Wordstat are:

1. Quotation marks ("key") - are used in order to select statistics on the frequency of using only the words or phrases highlighted by them. The result also includes word forms with other endings.
2. Exclamation mark ("! Key") - a tool for fixing the morphological ending. In this case, the fixation takes place only of the word in front of which this symbol was set. To find out how many times a month they ask in Yandex a request - buy an apartment in Moscow, you need to dial in the service - "! buy! apartment! in! Moscow".

When using two characters together, you can get the key with the most accurate frequency of its use for a certain period of time. This information is most important when calculating the costs of attracting traffic. The next step is to calculate the clickthrough rate (CTR).

Additional special characters are:

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

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

4.4. What is competitiveness in advertising and what indicators to evaluate it

To create an effective advertising company should consider the concept of competitiveness. This term is widely used in marketing, and is necessary to determine the competitiveness of individual resources on the Internet.

In this case, the main indicator is what position the page occupies in search results outside the advertising company.

Competitiveness can be assessed by the following indicators:

• The lifetime of the resource. A site created several years earlier, as a rule, receives more privileges from the search engine;
• How much contextual advertising is created, paid and placed;
• What is the frequency of the request;
• If there is a change in the demand indicator depending on the time of year;
• The 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 specific KEI - the performance index of the keywords used.

From the above information, we can conclude:

1. If the price increases for 1 click, the advertisement will be placed in the most favorable place for the advertiser;
2. The CPC is set according to the highest price that you are willing to pay to get to 1st place;
3. Studying statistics and selecting working keys can reduce costs.

5. How to track ad performance

Yandex Direct has a tool for tracking the effectiveness of advertising digging - Metrica.

How to monitor the effectiveness of advertising - using utm tags in Yandex Direct

The main indicators of "Metrics" are:

1. Clickthrough rate (CTR)
2. Conversion rate.
3. Separate impression and click metrics.
4. Account Quality
5. The metric associated with the actions of the referred client to the advertiser's website: conversion rate, percentage of the target audience, the number of transactions and the average amount for them.
6. Income and profit.

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

The last indicator “income and expenses” is calculated by the advertiser independently. As a rule, 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

A fairly 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:

1. Insert the destination URL, specify the source, name, 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 using it. Therefore, detailed information should be entered in the description of the UTM tag.
2. We go to the Metric in the section "Standard Reports - Source - UTM Tags". Enter the generated links in the specified fields.

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

6. Qualified Yandex Direct training assistance

The expenses 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 emerged - the 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 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 training programs receive certificates in REU them. G.V. Plekhanov. The courses provide for many hours of practical training on real projects with cases.

2) I-media.ru

The company provides training and offers services in the field of network marketing. It was founded over 13 years ago.

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

3) Seoschool.ru

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

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

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

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

To answer the question how much advertising in Yandex Direct will cost, you can only rely on your own experience. This is due to the fact that the company does not provide such information.

The most important budget issues include:

7.1. Minimum order amount Yandex Direct

Beginners are always interested in what minimal investments are needed 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 Direct services is much more expensive - without a budget of 17,000 rubles or more It is almost impossible to achieve an acceptable result in the system. 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

For this indicator, the minimum amount is also set - 30 kopecks. In practice, it’s almost impossible to find a similar CPC.

The average price 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 about one hour for a beginner to calculate, professional 15 minutes.

To calculate the budget of an advertising campaign, 10-30 queries are used. It should be borne in mind that the result approximate. As practice shows, the result should be multiplied by another 2. At the same time, the number of impressions and conversions will be approximately unchanged, as the budget increase is due to an increase in the estimated cost of one click.

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

You can not conduct an independent budget calculation, but take the average numbers. For Moscow, when promoting and advertising a project in a medium-sized topic the minimum budget for the month is 30 000 rubles, maximum 150,000 rubles. In the regions, these indicators will be several times lower.

Wherein:

1. To promote an online store you need at least 60 tons, and the optimal budget can be called 150 tr.
2. Advertising banking products / services costs several times more expensive: the minimum budget is 300 tr, the recommended 1 mln per month.
3. Website Promotion will cost at least 80 tr, on average 150 tr are required
4. Legal services: minimum budget 50 tr, average 100 tr

Promotion and advertising of services and goods through Yandex.Direct is an expensive tool. Any errors that were made in configuring the service can significantly increase costs without proper efficiency.

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 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 regarding 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 other advertisers, the following conditions are in place:

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

The conditions for gaining access to certification are subject to change. Therefore, check the exact information with the service itself.

8.2. How to get Yandex Direct certificate?

In the case of applying for the test, the applicant will have to answer 42 questions, of which to make a mistake only on 3 of them. The test takes about 30 minutes.

If it fails on the first attempt, it is possible to pass the test in a week, the next attempt in 3 months, and the last in 6 months. If they were not enough, then the whole cycle can be repeated.

In tests, there is usually only one correct answer. If you started to take the test, then you can’t refuse to pass it.

Questions in the test are asked on the following topics:

1. The rules for generating and displaying CPC bids.
2. Keyword and Negative Keywords Terms
3. Features of statistics of an advertising company.
4. Setting the parameters of the advertising company.

8.3. How to check the certificate?

When passing the test, real contact details are entered (Name, Surname). To verify the result, on the Yandex.Expert service, select the “Certificate Authentication” tab, specify the certificate number and the Surname of the owner, after which the result will be displayed.

Verification of companies, agencies and individuals for Yandex Direct certification

In conclusion, we note that the certificate is issued for the username used 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 repeat the test.

9. Coupons and promotional codes Yandex Direct - how to get, buy, activate

Promotional codes can reduce the cost of contextual advertising to new users. At the same time, the amount that is not debited when the promotional code is activated reaches 10 000 rubles.

9.1. How to get a Yandex.Direct promotional 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 time attending Yandex events.

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

You can save on contextual advertising if you create an account without VAT (tax will not be withheld18% of the amount paid for advertising). You can create a Yandex.Direct account without VAT, any non-resident of the Russian Federation, where the law does not include VAT. (E.g. Swiss citizen)

9.2. How to activate Yandex Direct promotional code?

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

You can only activate a promotional code for a new service user. To reactivate another promotional code, you need to create a new account in Yandex.

If a large number of coupons are activated on the same project, then Yandex moderators can blacklist this project.

10. Director - who is he and what does he do

The director is a specialist in working with the Yandex.Direct service, which sets up and is responsible for advertising in the Yandex and Yandex search engines (Yandex advertising network).

The director must be able to:

• select key phrases for which ad units will be displayed;
• compose engaging advertisements;
• select and upload pictures to ads;
• Configure all important characteristics and parameters of advertisements.

In addition to these responsibilities, directors should be able to:

• analyze customer’s competitors;
• conduct advertising campaigns;
• Optimize existing ads
• prepare reports;
• audit advertising campaigns (for Yandex search, for YAN, search + YAN);

For example, they can order an analysis of your advertising campaign from them to reduce the cost of conversions, reduce the cost of attracting new customers, and so on.

The profession of director is very much in demand among many advertising agencies, which means it is highly paid.

10.1. How to become a director - recommendations and tips

To become a popular and highly paid director, you need to:

• To study the Yandex.Direct system documentation, which will give basic ideas about the system’s operation and campaign settings.
• Check out the training videos that Yandex puts on contextual advertising settings.
• To get the profession of a Director, take specialized courses, for example, in the companies mentioned above.

10.2. How much does a directologist earn and what is the price of setting up advertising campaigns?

Setting up one advertising campaign in Direct costs an average of from 4,000-14,000 rubles. Maintaining (optimizing) this campaign - on average from 3 000-6 000 rubles / month.

A director in a month can easily work with 5-6 standard volume orders. As a result, it turns out that a directologist can easily earn from 25 to 50 thousand rubles per month, plus the conduct of advertising campaigns, which take a minimum of time.

In a month, a specialist can safely create from scratch 4-5 standard campaigns in terms of work volume. It is not difficult to calculate that this is from 20 to 40 thousand rubles. Plus, conducting campaigns that take a minimum of time, and this is a constant income.

11. Frequently Asked Questions (FAQ)

We answer the questions that come to the editorial board of Richpro.ru.

Question 1. What Yandex.Direct Yandex keyword parsers exist?

To select keywords, you can use the following programs:

1. SlovoEB - The program supports proxies and generates a .csv report. Collects information from several systems: Yandex.Wordstat, Liveinternet, Web effector. The program has a small installation file, as a result, you can see 100 keywords and phrases with the frequency of their use.
2. Anadyr - a keyword parser that collects information from Yandex.Wordstat. The features of the program include the introduction of stop words and the search for related queries.
3. Magadan - According to many SEO-optimizers, the most effective program for selecting keywords. The program parses keywords from Yandex.Direct. Features include the ability to select a region, compiling a database and combining several into one, exporting content in .txt and .csv formats.
4. YandexKeyParser - the program has an arbitrary parsing depth, filters keywords and has a field for entering stop words.

Question 2. Where to order Yandex Direct? How can I order ads in Yandex search?

The information provided in the article indicates that setting up an advertising company is not so simple, and many decide, especially with large investments, to entrust the work to professionals in this matter.

Where can I order? The article indicated the companies that not only provide training, but also provide Yandex Direct setup services. You can also search for such companies on the Internet, of which there are quite a lot.

the main problem - in most cases, services are provided by freelancers, whose skills and abilities are confirmed only by the information on the site. The ordering process provides an indication of the goals that need to be achieved, as well as determining the budget and timing.

Note that the Yandex.Direct support service can ask any questions in case of problems with the system. Plus, near each field there is a detailed explanation of its purpose.

The only thing that many users (marketers, etc.) lack to run a successful advertising campaign is experience.

Question 3. How to find minus words in Yandex Direct and where to download the list of minus words for advertising?

You can find negative keywords for your advertising campaign on specialized thematic resources (forums, sites and portals).

For simplicity and ease of preparation of advertising campaigns, we suggest downloading ready-made negative keywords:

Download the Universal Negative Keywords List (.txt) - The negative keywords list is suitable for almost any advertising campaign:

Download a list of negative keywords (.txt) - Negative keywords that are suitable for most advertising campaigns.

Question 4. How to remove (disable, block) Yandex.Direct advertising?

In some cases, there is an urgent need to stop the advertising company. To do this, in the list of created projects there is a small link "Stop". It is important enough that when using this link the project itself is not deleted - it can be edited and used in the future.

12. Conclusion + video on the topic

One can say a lot about the promotion of sites and businesses on the Internet. Yandex Direct It is a way to accelerate the promotion of your own business on the network, as well as the only method of advertising in case there is no own site. You can read how to create a site yourself in our special publication.

The article described in detail how to create and configure the first advertising campaign yourself. The importance of properkeyword selection, what tools can be used to collect and analyze key phrases.

If the budget is large, it is best to use the services of professionals to promote on the Internet through Yandex Direct.

However, it is worth considering, that from time to time, even with fine-tuning your account, you will need to adjust the strategy. This is due to quite a lot of competition, a change in the frequency of requests and many other points.

Therefore, we recommend that you independently deal with the issue of placing contextual advertising through Yandex Direct when using a small budget.

In conclusion, we recommend that you view the full course on setting up Yandex.Direct (Search + YAN):

A video where the author of the video shows the nuances of selecting Yandex.Direct keywords:

And the video “What's New and How Updated Yandex.Direct Works,” since the earlier version differs from the present.

The team of Rich Pro magazine wishes success and maximum effect in the shortest possible time from advertising in Yandex.Direct!

If you have any comments or have questions about the topic, then ask them in the comments below.

Watch the video: Yandex Direct Certification Exam Answers 2019Live Exam Pass100% correct (December 2024).