According to statistics, the Yandex system serves more than 50% of 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 Runet. 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 Direct (Yandex) 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 (Yandex) works:
- your ad is shown only to an interested person, which means you are much more likely to get a real buyer;
- using the contextual advertising service, you will find an influx ofvisitors;
- target spending - you spend money on advertising only on user transitions (clicks), which means you can calculate statistics - how effective is advertising placed through Yandex. Direct;
- Possibility of a narrow focus of advertising - you can place an ad in the search for a specific criterion, for example, geographical - "phone repair in Samara";
- ads are published only on high-quality, proven resources;
- Yandex saves you time, so you can launch an advertising campaign within an hour and quickly change it if necessary.
The benefits are obvious. And now we will learn how to work with Yandex. Direct - the instruction 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 registering an account. Enter in the search bar "Yandex" - "Direct", follow 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 date, specify contacts for communication. If rigid georeferencing is required, select the appropriate field in the Refine menu. We also indicate negative keywords, that is, those queries for which you will notbe reflected to exclude inappropriate traffic and wasted budget on clicks.
Defining sites
Enter your campaign budget and select the sites where your ad should appear. How does Direct (Yandex) work in this case? If you are a seller of complex medical equipment, and do not check the box “Ignore user preferences”, then users of different resources will see your ad, regardless of whether they need a line for a pharmaceutical plant or not. You also want the ad to be received only by interested users, for example, from thematic medical sites, so in this case, you need to take into account the preferences of users. Accordingly, you must check the box opposite the required line.
And vice versa. For example, you are a pizza seller. It is very difficult to find a thematic resource specifically for your ad, since everyone eats pizza - both visitors to the medical forum and people who are looking for movies online. Therefore, it is not recommended to check the box "Ignore user preferences" in this case.
There are also more advanced settings, such as stopping your ad when the site is down, bidding rates for mobile phone users, unwanted sites and addresses where you don't want to see your ad. After that, proceed directly to its creation.
How to write an ad?
To those whounderstands how Yandex. Direct contextual advertising works, there is no need to explain how to compose an ad correctly. But if you are a beginner, you should definitely know how to choose keywords and what negative keywords are for.
A keyword or phrase is what the user is looking for in the search bar. How to find them? It's simple: you don't need to show unlimited imagination and sit with a big notebook in your hand, remembering synonyms - just turn to Yandex Wordstat, enter what you offer, and choose the most suitable ones from the list.
Negative keywords help to weed out unnecessary requests so as not to waste your advertising budget. For example, if you sell pizza without home delivery, then your negative word would be “delivery.”
What else? In the ad, you can carefully place a call to action, for example, “Buy today - save tomorrow!”, As well as attractor words: “discount, free, promotion” and the like.
Add contacts and links to sections, this will help increase clickability.
How do I set up retargeting?
Today, for high-quality website promotion, it is 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 found you. He would have purchased the product, but something distracted the user or finances did not allow, andthe person decided that he would come to you another time, but after a while he forgot about it.
A retargeting function that can be configured in Yandex. Direct, allows you to track such users and bring them back with the help of harassing ads. That is, a person who visits your site once, being on any other resource, will be in the place for advertising from Yandex to see your ad.
How to set it up? First you need to put a visitor counter from Yandex. Metrics. Next, in the "Retargeting conditions" line, 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 (advertising) works, it is also necessary to understand the principle of operation of the Yandex. Direct service. Analytics". This is necessary in order to assess the degree of effectiveness of the campaign. For this purpose, Direct offers several tools - general, temporary, geographic statistics, in which you can view the number of clicks, impressions and bounces, citation index, average cost of advertising, and total budget spending. 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 viewed, how long 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 cost?and promotion? This will help us answer the question: “what is the Yandex. Direct”, how does this system work and who sets the prices?”
Auction is an advertiser's bidding, 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 Yandex.
Thus, we have analyzed how Direct (Yandex) works, how to set up its most important functions and how the cost per click is formed. Good luck with your conversions!
