Analysis of competitors in Yandex.Direct allows you to configure your advertising campaign as efficiently as possible, take leading positions in advertisements, reduce the cost of a “click" in an auction, get the highest conversion rates and attract the warmest customers.
Conducting advertising campaigns using contextual ads is a complex process that requires attentiveness and perseverance.
What is contextual advertising in Yandex?
There are several ways to attract a potential client from the Internet:
- Website traffic in organic SERP.
- Contextual advertising of Yandex and Google.
- YAN and KMS are partners of search engines.
- Attracting buyers from social networks.
Website promotion is a lengthy process requiring tremendous work related to website optimization, filling it with unique content, ensuring user convenience, taking into account the behavioral factor. At the first stages of the resource’s operation, it is practically impossible to get a client from organic issuance. This is due to the fact that search engines need time to index the site. The average duration of optimization work is 4-6 months, which is inappropriate when starting up a company or the need to sell seasonal goods.
Contextual advertising is a more effective means to attract a client. Under contextual advertising, it is assumed that the announcement of a product or service is offered only to interested customers. For this, a set of keywords is used, according to which the user will see exactly the advertisement that will satisfy his needs. With the quality setting of contextual advertising, you can get a client already in the first weeks of doing business on the Internet.
YAN AND KMS is a part of search engines, the cost of a click on these sites is much lower than in Yandex or Google, but the level of conversions is low.
The use of social networks for the sale of goods and services is possible only in specific topics, the cost of such advertising is much higher than the use of context.
What is an analysis of competing companies for?
A poorly tuned advertising campaign can lead to the fact that the entire advertising budget will be used on clicks without attracting a single client.
Analysis of competitors in Yandex.Direct will allow you to configure your advertising campaign as efficiently as possible.
- Estimated budget . With a lack of funds, site ads will not be shown on favorable terms. Evaluation of the advertising campaign of competitors will allow you to most accurately calculate the advertising budget and set the bid at the cost of the “click”.
- Making a list of keywords . It may be difficult for beginners in context management to choose the right queries for which a potential client is looking for a product or service. Competitor analysis will help to form a minimal list of search queries for generating ads.
- Making a list of minus words . In this case, the user who has typed the word from the "minus" list will not see the advertisement. This allows you to avoid showing on inappropriate requests and attracting “junk” traffic to the site.
- Comparison of offers . The user always chooses the most favorable conditions for him. Analysis of competitors will allow you to set the price or create conditions that will attract the user to make a purchase on the site.
- Evaluate the ads themselves . To look more attractive to the user against the background of others.
What influences the leading positions of advertisements?
Serving at the best positions in contextual advertising is ensured by a competitive bid for “click” and a high CTR (“clickability”).
It is assumed that the advertiser who offers the highest bid will automatically fall into the leading position. Unfortunately, this only works if the CTR ads and campaign quality are high.
The “clickability” indicator is influenced by many factors. First of all, it is the correspondence to the search query. For this, the lists of key and “minus” words must be carefully sorted and rejected from high-frequency and rarely accessed queries.
Analysis of Yandex.Direct competitors will allow you to avoid making blunders during setup. With it, you can get the best effect.
Ways to track contextual performance in Yandex
There are two ways to evaluate competitors' advertising campaigns:
- Manual check.
- Analysis of competitors "Yandex.Direct" - services.
A manual way of evaluating competitors' ads will allow you to think about what the advertising campaign will look like, for what queries it is better to show, to draw attention to the shortcomings. This method will not allow an accurate analysis.
Services that allow you to check competitors give a clearer picture. In them you can get almost all the information about competitors, their number, requests for display, etc.
Manual check
This method allows analyzing Yandex.Direct competitors for free.
Using it, you can achieve these results:
- Identify a competitive niche, get acquainted with their sites, view texts and headings of ads.
- Determine the direction of contextual advertising in order to stand out from competitors.
- Avoid major flaws made by other advertisers.
Service spywords.ru
Analysis of Yandex.Direct competitors on this platform allows you to get the most information about the user and not only.
The service simultaneously analyzes all the ads in the niche, selects search queries itself, as a result of which you can see all competitors working in this topic.
The ability to view the ads of each competitor individually allows you to approximately calculate the monthly advertising budget. Thanks to this, the possibility of meaningless spending of a huge budget is excluded.
The service allows you to study all the texts that competitors use, and use them to create your own.
You can also identify the most profitable requests for display and determine those that are not used by competitors.
Detecting errors in other ads will avoid creating your own.