According to statistics, the Yandex system serves more than 50% of the search queries of users of the Russian-speaking Internet. This giant corporation today is no longer just a search engine, it is a whole marketing complex for promoting sites on the Internet. That is why web specialists and owners of their own resources should be able to work with Yandex.Direct, the main tool for SEO promotion and contextual advertising on the Web. In this article you will find a detailed description of how Yandex.Direct works, what functions it provides and how to connect them step by step.
Why choose Yandex.Direct?
So, if the reasons: Yandex is the most global search engine in Russia and the CIS countries are not enough, then here are a few more arguments to promote your resource through such contextual advertising. Let's discuss how Direct works (Yandex):
- your ad is shown only to an interested person, which means that there are much more chances to get a real buyer;
- Using the contextual advertising service, from the first days you will find an influx of visitors;
- targeted spending of money - you spend money on advertising only on user clicks (clicks), which means you can calculate statistics - how effective advertising placed through Yandex.Direct is;
- the possibility of a narrow focus of advertising - you can place an ad in a search according to a specific criterion, for example, geographic - “phone repair in Samara”;
- Ads are published only on quality, proven resources;
- Yandex saves you time, so you can run an advertising campaign within an hour and quickly change it if necessary.
The benefits are obvious. And now we’ll learn how to work with Yandex.Direct - an instruction that tells about connecting contextual advertising, setting up retargeting, creating an auction and summing up the results of an advertising campaign using web analytics.
How to create an advertising campaign in Direct?
The first step towards promoting the resource is to register an account. Enter “Yandex” - “Direct” in the search bar, click on the first link and click “Register”. Here you enter all the necessary data, indicate the country and select the “Professional option” “Yandex.Direct”.
To create an advertising campaign, go to the appropriate tab, select the start and end dates, specify contacts for communication. If tight geographic reference is required, select the appropriate field in the Refine menu. We also indicate negative keywords, that is, those queries for which you will not be reflected in order to exclude inappropriate traffic and a waste of budget for clicks.
We determine the site
Specify the campaign budget and select the sites where the ad should be displayed. How does Yandex.Direct work in this case? If you are a seller of sophisticated medical equipment, and don’t check the box “Do not consider user preferences”, then your ad will be seen by users of different resources, regardless of whether they need a line for a pharmaceutical plant or not. You only need to get the announcement to interested users, for example, from thematic medical sites, so in this case, you must consider the preferences of users. Accordingly, you need to check the box next to the required line.
And vice versa. For example, you are a pizza seller. It is very difficult to find a thematic resource just for your advertising, since pizza is eaten by everyone - both visitors to the medical forum and people who are looking for movies online. Therefore, in the line "Do not take into account user preferences" in this case, it is not recommended to put a mark.
There are more in-depth settings, for example, stopping an ad when a website is down, bid ratios for mobile phone users, unwanted sites and addresses where you would not want to see your ad. After that, proceed directly to its creation.
How to compose an ad?
Those who understand how Yandex.Direct contextual advertising does not need to explain how to write an ad correctly. But if you are a beginner, you definitely need to know how to choose key phrases and why negative keywords are needed.
A keyword or phrase is what the user is looking for in the search bar. How to find them? Everything is simple: you don’t need to show unlimited imagination and sit with a large notebook in your hand, remembering synonyms - just contact Wordstat Yandex, enter what you offer and choose the most suitable ones from the list.
Negative keywords help filter out unnecessary queries so you don’t waste your advertising budget. For example, if you sell pizza without home delivery, then your minus word will be “delivery”.
What else? You can neatly place a call to action in an ad, for example, “Buy today - save tomorrow!”, As well as attractor words: “discount, free, stock” and the like.
Add contacts and section links, this will help increase clickthrough rate.
How to set up retargeting?
Today, for high-quality website promotion, it’s not enough just to create a selling ad and place it on the Internet. In order to really understand how Yandex.Direct works, what its effectiveness is, you need to know about such a thing as retargeting.
Imagine the following situation: through a search or through an ad, some visitor has found you. He would have bought the goods, but the user was distracted by something or finances did not allow him, and the person decided that he would come to you another time, but after a while he forgot about it.
The retargeting function that can be configured in Yandex. Direct ”, allows you to track these users and return them back using haunting ads. That is, a person who has visited your site once, being on any other resource, will see your ad on the site for advertising from Yandex.
How to configure it? First you need to put a visitor counter from Yandex. Metrics. " Next, in the line "Retargeting conditions", click the "Add" button and set the condition by which users will be grouped. For example, those who were interested in delivery or a specific product.
Analytics
In addition to how Yandex.Direct works (advertising), you also need to understand the principle of the Yandex. Analytics". This is necessary in order to assess the degree of effectiveness of the campaign. For this purpose, Direct offers several tools - general, temporary, geographical statistics, in which you can view the number of clicks, impressions and bounce rates, citation index, average cost of advertising, and total budget expenditures. With the help of Yandex. Metrics ”you can not only track how many users came to the site, but also what they did there, what material they looked at, how much time and with what result. You can also use external statistics systems - Open Stat and Live Internet.
Auction
The last question remains - how much does such advertising and promotion cost? The answer to the question: “what is the auction Yandex. Direct "how does this system work and who sets the prices?"
An auction is an auction of advertisers, the results of which set the cost per click in currency. It is determined for each type of advertising - special placement, dynamic and guaranteed impressions. Thus, the set cost is mutually beneficial for both the advertiser and the Yandex company.
Thus, we examined how Direct works (Yandex), how to configure its most important functions and how the click price is formed. Good luck with your conversions!