Analysis of competitors in "Yandex. Direct" allows you to set up an advertising campaign as efficiently as possible, take a leading position in advertisements, reduce the cost of a "click" in the auction, get the highest conversion rate and attract the warmest customers.
Conducting advertising campaigns using contextual ads is a complex process that requires care and perseverance.
What is contextual advertising in Yandex?
There are several ways to attract a potential client from the Internet:
- Movement of the site in organic issuance.
- Context advertising "Yandex" and Google.
- YAN and GMS are partners of search engines.
- Attracting buyers from social networks.
Website promotion is a long process that requires tremendous work related to site optimization, filling it with unique content, ensuring user convenience, taking into account behavioralfactor a. At the first stages of the resource's work, it is almost impossible to get a client from organic search results. 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 a company or having to sell a seasonal product.
Context advertising is a more effective way to attract a client. Under contextual advertising, it is assumed that an ad about a product or service is offered only to customers who are interested in it. For this, a set of keywords is used, according to which the user will see exactly the ad that will satisfy his needs. With a quality setting of contextual advertising, you can get a client already in the first weeks of doing business on the Internet.
YAN and GMS are part of search engines, the cost per click on these sites is much lower than in Yandex or Google, but the conversion rate is low.
The use of social networks to sell goods and services is possible only in specific topics, the cost of such advertising is much higher than the use of context.
Why do we need competitive analysis?
A poorly configured ad campaign can result in your entire ad budget being spent on clicks without attracting a single client.
Analysis of competitors in "Yandex. Direct" will allow you to set up an advertising campaign to the maximumefficient.
- Getting a ballpark 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 calculate the advertising budget as accurately as possible and set a bid based on the cost of a “click”.
- Creating a list of keywords. For those new to context management, it can be difficult to find the right queries for which a potential client is looking for a product or service. Competitor analysis will help you create a minimum list of search queries for generating ads.
- Compiling a list of "minus" words. In this case, the user who typed the word from the "minus" list will not see the advertisement. This allows you to avoid displaying on inappropriate requests and attracting "garbage" 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.
- Assessing the ads themselves. To look more attractive to the user against the background of others.
What drives ads to rank high?
Display in the best positions in contextual advertising is ensured by a competitive rate per "click" and a high CTR ("click through rate").
It is assumed that the advertiser with the highest bid will automatically rank in the top positions. Unfortunately, this only works if the CTR-ads and campaign quality at a high level.
Click-through rate is influenced by many factors. First of all, it is matching to the search query. To do this, the lists of keywords and "minus" words need to be carefully sorted out, and wide-frequency and rarely used queries should be abandoned.
Analysis of competitors "Yandex. Direct" will avoid making gross mistakes when setting up. With it, you can get the best effect.
Ways to track the effectiveness of the context in "Yandex"
There are two ways to evaluate competitors' advertising campaigns:
- Manual verification.
- Analysis of competitors "Yandex. Direct" - services.
Manual method of evaluating competitors' ads will allow you to think about how the advertising campaign will look like, for which queries it is better to be shown, and to pay attention to shortcomings. This method will not allow accurate analysis.
Services that allow you to check competitors give a clearer picture. In them you can get almost all information about competitors, their number, requests for display, etc.
Manual verification
This method allows you to analyze Yandex. Direct competitors for free.
It can be used to achieve the following results:
- Identify a competitive niche, familiarize yourself with their sites, view the texts and headlines of ads.
- Determine the direction of contextual advertising in order to stand out from the backgroundcompetitors.
- Avoid major flaws made by other advertisers.
Service spywords.ru
Analysis of competitors "Yandex. Direct" on this platform allows you to get maximum information about the user and not only.
The service simultaneously analyzes all ads in a 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 separately allows you to approximately calculate the monthly advertising budget. Thanks to this, the possibility of senseless spending of a huge budget is excluded.
The service allows you to study all the texts used by competitors and apply them to create your own.
You can also identify the most profitable queries to show and identify those that competitors do not use.
Finding errors in other ads will help you avoid creating your own.
