Yandex Direct is a very powerful tool for promoting your resource through contextual advertising. According to statistics, it is Yandex that is among the most popular search engines in the Russian segment of the Internet. And therefore it is not surprising that many people are interested in setting up Yandex.Direct on their own.
Features of Yandex Direct:
You can configure Direct to the country or even a specific city where the potential customer lives;
selection of search queries and their tuning, by which this or that advertisement of advertising character will be issued;
the ability to configure "Direct" so as to independently manage advertising in the search results;
compilation of the text of advertising directly by the customer;
but the most important thing is that the Yandex Yandex Direct’s proper configuration allows you to reliably evaluate the nature of search queries, their frequency, wording, and a host of different parameters.
How to set up Yandex Direct
And here, before the owner of any resource there are two ways to choose:
Seek help from the appropriate companies that are involved in the comprehensive promotion of sites not only on RuNet, but also on the Global Network in general. In this case, professionals will take matters into their own hands. However, it is possible that some features of the business at the enterprise are not available to them, which may ultimately affect the efficiency of requests. In addition, the services of such companies, of course, are not free.
Understand yourself at Yandex Direct. DIY setup provides a number of benefits. Firstly, the advertiser can flexibly control the delivery of contextual advertising - because who, if not the owner of the resource, is in the know about all the things in the enterprise. Secondly, you can significantly save on the services of third-party specialists.
The obvious minus of this approach is that in Yandex Direct do-it-yourself tuning requires certain knowledge and skills, preliminary training.
What to look for before organizing an advertising campaign
Any advertisement should sell - this is natural. And at the same time, the costs of it should more than overlap with income. And in order for this to happen, you need to answer the following questions before starting an advertising campaign at Yandex Direct:
how much can be spent on advertising;
Will geographic targeting be applied
What is the target audience?
You also need to determine the semantic core of the company - that is, those search queries that it will work for.
Frequency
In different cases, it makes sense to refer to both high-frequency and medium- and low-frequency queries. To understand which queries are most in demand, you need to run the “Word Selection” tool and in the text box type the word that is expected for the query.
As a result, the statistics of search queries per month with this phrase will appear. Based on these results, it is necessary to compose a semantic core.
Campaign Budget Estimation
Setting up Yandex Direct on its own also involves a preliminary estimate of the costs of an advertising campaign. For this, Yandex has a tool called “Budget Assessment”. It is necessary to indicate the region where contextual advertising will be broadcast , as well as the proposed keys in the left part of the field. After that, the suggested phrases will appear on the right, which can either be included in the list of queries in the left field, or not included.
It remains only to click on the button “Calculate” - and the service will display the estimated amount of costs for contextual advertising.
When the audience was determined, the semantic core was compiled , you can proceed directly to the specific steps of creating a campaign and setting it up. Below is a step-by-step setup of Yandex Direct.
Account creation
First of all, you need to create a new user. To do this, you will need to specify the region of residence and select one of the items: Easy or Professional. Since Yandex Direct is a rather delicate setting, you can get bogged down in these subtleties and not see the main thing behind them. It is better to first select the "Easy".
After that, you need to click on the button “Start using the service”.
Campaign Creation
Next, you will need to create a new campaign. On the page you will need to specify the actual campaign name, your name, the start of the campaign and the end date, set up time targeting (hourly time of the ad), regional targeting, etc.
A promotion strategy is also selected here . If you intend to conduct an aggressive, but costly campaign, then you can note the item "Highest available position." In other cases, it is recommended to "Show in the block at the lowest price" - in special accommodation or in guaranteed display.
It is also recommended to characterize the promoted service or product.
Setting up on thematic sites (YAN). If only Yandex search is displayed, but this parameter can be disabled by setting the parameter to 0%.
It will be necessary to set the checkboxes on the items “External statistics”, “Site monitoring”.
You will also need to specify an email address, contact phone number, set up notifications via SMS or mail.
Ad Submission
The following items will need to be configured:
ad title - the title text that will be visible to Yandex users;
ad text - in fact, the same text from which the user finds out what the announcement is about, what the company offers, etc .;
a link to the site where the ad will be transitioned to;
in the fields "Campaign Source" and "Campaign Channel" indicate: "yandex" and "CPC", respectively.
Now you need to click on the blue "Submit" button.
You can also fill in the “Quick Links” paragraphs, which will lead the potential client to other important pages of the site.
Keyword assignment
The Yandex Direct setup continues. The instruction instructs in the left text box to enter that set of key phrases that are included in the semantic core of the campaign according to the estimated frequency of requests, etc.
In order for the ad made in the previous paragraph to be shown according to the selected queries, these keywords should be enclosed in quotation marks. The results of the queries will be displayed in the right field as they will look directly in the Yandex search engine.
At this stage, you can also configure subtle targeting and negative keywords - that is, those phrases or words whose introduction the user will be ignored within the campaign.
CPC bidding
Here, for each key request, prices will be shown for each user transition - depending on where the display will be carried out: in a special offer or in the area of ​​guaranteed display.
You can specify your own maximum price - that is, set a bid. Subsequently, you can change the bid per click. The cost of one transition must be coordinated with how much the owner of the resource can afford to spend on an advertising campaign.
Click on the “Next” button.
Submit Ad
On this page you can either add more requests, or send an ad for moderation in Yandex. This is done by clicking on the appropriate screen buttons.
After some time, an email with the results from Yandex will be sent to the e-mail address indicated during registration: an ad is allowed to show or not. The reasons for the refusal, however, are not explained, and does not give any recommendations for changing the Yandex announcement in the event of a refusal.
It is worth noting that basic knowledge is enough to understand how Yandex Direct is configured. Google Adwords (Google’s contextual advertising tool) operates on similar principles. However, there are some differences in terms of interaction with the account and other minor differences in the settings.
As you can see, do-it-yourself tuning is possible in Yandex Direct, and even a beginner will take up the basic capabilities to open his advertising campaign.