How to set up Yandex.Direct yourself and make huge profits. "Yandex Direct": do-it-yourself setup, step-by-step instructions

Hello, dear readers of the blog site. Today we will talk about the Yandex Direct contextual advertising system, how to create a new campaign, what settings to choose for it, how to create ads and what cost per click to set. We will also consider the principles of increasing the profitability of an advertising campaign and compare it with Google AdWords (a direct competitor).

Those. contextual advertising can serve you well not only in initial stage development of the project, when SEO has not yet begun to produce results, but is also capable of completely replacing search engine promotion due to its greater economic feasibility. That. Advertising in Yandex Direct is fast and sometimes even cheap, but not always.

What you see in the picture above is called search contextual advertising, but besides it there is also thematic advertising. It is placed on thematic sites (third-party sites that were) and differs from the search engine in that on thematic advertising Yandex earns only half of the amount (the second half is allowed) that the advertiser pays (it is the click on the ad that is paid, not the number of ads). views).

In search advertising, all ads will be relevant to what the user entered. When placing Yandex Direct ads on thematic platforms, two options are possible, depending on how the site owner set it up using the behavioral targeting activation function.

If behavioral targeting is disabled in the YAN site settings, then only ads relevant to the content of this page of the site, which is a thematic platform, will be shown.

But let’s once again repeat the advantages inherent in Yandex Direct (and Google AdWords, and Begun too), and also note the general features of contextual advertising as a means of attracting visitors:

1. It allows you to very quickly attract visitors to your website (roughly speaking, drive traffic). That is, you will receive visitors on the same day you launch your advertising campaign.
2. If you understand all the nuances, contextual advertising systems will provide you with the opportunity to very finely tune the expenditure of funds throughout the entire campaign, depending on your desires and capabilities.
3. You can significantly increase the profitability of the same Yandex Direct only through more subtle and correct settings of ads.
4. Payment is made per click (PPC - Pay per click). Those. The ad can be shown as many times as you like, and you will only pay for clicks from users who are interested in it.
5. Cost per click in Direct (and others like it in AdWords with Runner) determined by auction. Roughly speaking, each advertiser makes his own bid (is willing to pay such and such a price for a click on his ad). Based on the bet made, places will be allocated when displaying ads in search results or on thematic sites - the higher the cost per click, the higher it will stand.

As a result, the cost of a specific space in a block is effectively determined by competitors' bids. Those. The more competitive the topic of the search queries for which you want to show your ad, the higher the cost per click will be, which will allow you to take the desired place.

Where are Yandex Direct blocks located in search engine results?

In search results There are several places where Yandex Direct ads can be placed:

You can find out the rules for display in all places allowed for them from. Firstly, this very clickable area located directly above the search results (practically merges with it), which is called Special accommodation.

When you set a price per click in Yandex Direct, you will definitely be told how much the first place in special placement now costs and how much it costs to get into it.

They will also tell you what the cost per click should be so that you can get to the first place in the right column of ads, and the price that will need to be set to get into the so-called guaranteed impressions. The fact is that a situation often arises when there are many more advertisers who want to be placed on a given request than the search engine can provide places to display them.

By the way, all Direct ads that claim to be displayed in search results for this request can be seen by clicking on the “All ads” link located above the special placement area. Accordingly, what does Yandex do? In special placement it shows only those who deserve it by appointing the right price per click.

In the right column, the first three or five ads will form the group called guaranteed impressions, and all the remaining ads (there may be several dozen of them) our wise Yandex will display below the guaranteed impressions area in rotation mode. It is enough to refresh the search results page to understand exactly where the area of ​​guaranteed impressions ends and where rotation begins.

Moreover, the situation with the position of your site in Yandex Direct placements may change, for example, due to the fact that one of your competitors runs out of money for display and you may end up a little higher than you expected. But I repeat once again that the position of your advertising will be determined primarily by the cost per click that you set. Let's now just see how it all looks in practice.

Creating your own advertising campaign in Yandex Direct

In order for you to be able to use Direct, you need to have a so-called or, in other words, be registered in this system. In general, nothing new - exactly the same requirements were present when trying.

If you don’t have a passport, then simply, the login and password for which will now be your account.

After logging in, you can go to the page Direct.Yandex.ru and click on the purple “Advertise” button. You will be asked to choose an option for further work with this contextual advertising system - easy and professional.

It's better to choose the second option ( professional), because it will allow you, even without particularly loading yourself with knowledge, to significantly increase the profitability of your advertising campaign in Direct compared to the “easy” option, where many steps will be performed by the machine.

Click on the “Start using the service” button and you will find yourself at the first step of the wizard for creating an ad for the Yandex Direct system. But here it is also worth dwelling on such a concept as advertising campaign, which is united not only by common settings, but also by a common budget.

One advertising campaign can include several ads, each of which will be shown as long as the campaign budget is not zero. As soon as this budget runs out, all ads from it are immediately removed from display.

But let's get back to creating a new ad in Direct. So, at the first step of the wizard, in the “Campaign name” field, you will need to enter it, or select one of the existing ones. Next, you can specify its start date and end date, as well as configure SMS notifications or email.

The search engine will inform you that, for example, one of your Direct campaigns has run out of money, the budget is coming to an end, or the placement of your ads has changed (if, for example, your competitor has increased the cost per click).

Time targeting It may be necessary, for example, to select the time for displaying advertising only during business hours of your company, because at other times there is simply no one to answer calls from attracted users and the money will be wasted.

When setting it up in Direct, you can simply click the mouse to remove the plus signs at the intersection of the time of day and days of the week, but in such a way that the total remains at least forty hours of shows on weekdays.

It also makes a lot of sense to choose the region in which to display the ad you created.

Setting up a campaign in Direct - reducing cost per click and costs

In the next area, called “Prohibited Sites,” you can add those thematic sites where you do not want your ads to appear (for example, on https://site).

The only problem arises is that Yandex does not disclose the list of its advertising platforms that are included in the YAN (on which Direct runs) and therefore you can only add sites that are already known and have not earned your trust.

In addition to prohibiting display on certain sites, you are provided with a tool such as “Restrictions on thematic sites.” As a result, a pop-up window will open:

From the “Keep expenses within limits” drop-down list, you can set the percentage of the total campaign budget expense for spending on sites from YAN. As soon as the sites consume this percentage of the budget, Direct ads will stop showing on them.

For example, sites from YAN have eaten up half of your budget - that’s it, display on them stops and now your advertisements will only appear in search. If you select zero in this list, then advertising on sites included in YAN will not run at all.

From the "Maximum CPC" drop-down list, you can reduce the cost per click on thematic platforms in relation to the price in Yandex search results. True, if you significantly underestimate it, then on many thematic platforms of Yandex Direct your advertising simply will not be shown, because whoever pays the most will be shown.

A checkmark in the “Do not take into account user preferences” field will prevent your advertising from being displayed on pages with irrelevant content, even if the site owner has activated behavioral targeting in the settings of his site in YAN. Those. Your advertising about refrigerators will not appear in articles about search engine promotion.

If the CTR of your ad in Direct (the ratio of clicks to impressions) is too low, then it will no longer appear in search results, but will continue to appear on sites (platforms) included in YAN. If you don’t need this, then check the box “Stop impressions in YAN when a new phrase is disabled in search.”

What follows is, in my opinion, a useful function that should be left active - Autofocus (clarification of phrases). If it suddenly turns out that you, out of inexperience or accidentally, chose the wrong words for which your ad should be shown, then the Auto Focus function itself will be able to make the necessary changes to correct the situation.

And now a little more about this. When creating an ad in Direct, you specify words (plus words), the presence of which in a search query (entered by a Yandex user) should trigger the display of your masterpiece.

But if “plus words” are poorly chosen, your ad may have too low a CTR (Click Trough Rate - clicks divided by impressions and multiplied by one hundred percent) and its the show will be paused.

When Autofocus is active, Direct itself will add the necessary, in its opinion, minus and plus words, but will not affect yours. As a result, your CTR will likely increase and you will be notified to use this option. If it is not possible to increase the CTR to the required level the first time, then Yandex will once again apply Autofocus until it reaches desired result. You can read more about this.

In the “Strategies” settings, you can choose one of two manual strategies or one of three automatic ones. All of them are described in some detail.

The manual mode, with the right experience, will allow you to increase the profitability of your campaign, but initially it will probably be best to use one of the automatic strategies, for example, “Weekly Budget”, where you set a limit for spending per week and determine the maximum possible price clique.

When using the manual “Highest available position” strategy, you need to remember that you control the cost per click yourself, and in Yandex Direct there is no limit on the budget, which can lead to unplanned rapid expenditure.

This usually happens at the initial stage of getting to know this contextual advertising system due to an error caused by your inexperience. In general, no budget limit when choosing a manual strategy, this is, in my opinion, a significant drawback of Direct.

There is, however, a not entirely easy-to-use way to insure yourself. It is enough to transfer money to your campaign account in Yandex Direct a little at a time, for example, so that, according to your estimates, it is enough for only one day. Then no incidents should happen to you and your money, even when choosing a manual strategy.

Many, by the way, use this method if they need to show an ad only for a few hours a day, but Direct imposes a limit of a minimum of 40 hours a week. By the way, Google AdWords has a daily budget limit.

Let's move on. Website monitoring will allow you to disable ad impressions if your resource suddenly becomes unavailable (broken). This gadget will only work correctly if you have . You can read about how to activate in the metric at the link provided.

A checkmark in the “External Internet Statistics” field will allow you to track the success of your advertising campaign through visit counters such as and.

All links in your advertisements will be mixed with all the details about its location, clicks, etc., and in the statistics of the mentioned visit counters you will be able to sort everything out and track effectiveness(more details).

The next important option in the settings is “Calculate prices by position”. Here you can check the box “Do not take into account automatically stopped ads of competitors”, which probably should not be activated, because in this case you will not see the full picture of the rates (prices) per click, because you will not take into account those who are currently out of money (but their bids may adjust your expected display positions for you when they report the money).

Creating advertisements in Yandex Direct

Click on the “Next” button and go to the next step of the wizard for creating a new ad in Direct. Please note that the maximum length of the title is limited to 33 characters, and the text is limited to 75 characters. When you type text, the remaining number of characters available will be displayed next to it.

Next, we need to link by keywords by clicking on the “select” button in the “New key phrases” field. As a result, a familiar one will be revealed to all of you in a slightly cropped version. Check the boxes next to the keywords that suit you and click on the “Add” button.

You can add something else from the right column “Tips”, then click on the “organize and clarify” button. In general, you should try to select the most accurate keys and at the same time be very active use negative words, by clicking on the “clarify” button and ticking those that you do not want to see in the search queries for which your advertising will be shown. Negative words can also be added directly to the line with keywords by placing a “-” sign in front of each of them.

Next, you can select the categories in which you want to display your ad, or you can even check the “do not show in the catalog” box, because this is very expensive. Click the “Next” button to go to the last step of the wizard.

Cost per click, autobroker and getting into Direct placements

As you can see, for the keywords you selected, Direct reported the cost per click in order to get into the first place of special placement, as well as the cost per click for taking first place in the column and the price for getting into guaranteed impressions. Moreover, the use of “minus words”, as a rule, leads to reduce the cost per click to get to all these places.

In the “maximum” column, you are shown the maximum reasonable bid for a given keyword, and you are free to change it immediately by entering numbers according to your understanding.

In the “on search” column, the Yandex Direct system shows the price per click that it will charge you, and usually it will coincide with the price of the first place in special placement, which will correspond to one hundred percent coverage of the audience for this search query (indicated in the column of the same name).

If someone beats your bid indicated in the “search” column and squeezes in above you, then the algorithm will begin to increase your cost per click to the value that you indicated in the “maximum” column.

It does it all auto broker, whose settings are activated at the bottom of the window with the “Show autobroker settings” link. I recommend using an autobroker, because it is very convenient and, as a rule, effective.

You should set prices per click depending on the number of visitors you need and their ability to compensate for your costs of paying for the Yandex Direct context. It is advisable, of course, to set such a maximum cost per click in order to at least get guaranteed impressions, but this depends on the specific situation.

When the cost per click decreases below guaranteed impressions, audience coverage will begin to decrease, i.e. not all users will be able to see your ad (even at the very bottom of the column).

Getting into special accommodation for a short period of time can be used for announcements like “office lunches”, when the need is strong, but not for long. In most cases, you need to look for a middle ground between the cost of a click and the effectiveness of an advertising campaign on Yandex.

When you decide on the prices per click for all keywords, click on the “Next” button and on the page that opens, send your ad for moderation, because not all texts can be posted in Yandex Direct.

How to reduce costs and increase returns from a Yandex Direct campaign

But one of the most significant factors, most likely, there will be a correct composition of the title and text. The importance of this factor is very difficult to overestimate, but several general advice By correct preparation of advertisements for Yandex Direct and other contextual advertising systems:

Which is better - Direct or Google AdWords?

As I mentioned just above, the Yandex contextual advertising system in RuNet has competitors in the form of Google AdWords and Begun. Although, the latter should not be taken seriously due to the low degree of its coverage of the user audience, but Advods has more than a third of the Russian market and is a very serious competitor to Direct.

To say that AdWords is significantly better than Yandex advertising would probably not be correct. But by and large, it has more flexible settings (due to this it is somewhat more difficult to learn) and in most cases it will be cheaper. But this does not mean that you need to run headlong to advertise in Advodst, ​​because for some search queries only Direct can give you serious traffic.

For example, for some request, it is quite possible that you will spend the same amount in Yandex Direct in a day as in Google AdWords in a week. But at the same time, on this very day of advertising you will have the same number of calls and purchases as on the last day in a week.

Those. “the same thing for the same thing” will work, but in Yandex it will work out much faster, because The target audience for this request is looking for information mainly in the RuNet mirror. But there are also queries where the target audience will mainly look for answers on Google, but still the majority of commercial consumer requests Russians search specifically in the domestic search engine.

But nevertheless, Google Adverds has one trump card that it does not have Russian analogue(probably, Ya.Bayan does not count, because this is actually a separate advertising agency) - an opportunity for pennies. Banners, unlike the context, are not required, and indeed are not capable, by and large, of attracting visitors to the site, unless they are designed in the form.

The banner serves the purpose of branding or, in other words, product recognition, and investing in such advertising is a long-term investment, which nevertheless can play a very significant role in increasing the income of the campaign. Beginning businessmen do not always understand this, but over time they will certainly come to the same conclusions - first you are working on creating a brand, and then the brand works for you.

So, direct placement of banners is a very expensive pleasure, which, of course, pays off over time, but AdWords allows you to conduct a banner advertising campaign for mere pennies. The fact is that in Adwords, along with text ads, you can give graphic and video ads, which will be displayed on sites that are part of the.

It is quite possible that in AdWords you will pay significantly less than one hundred rubles for a full-size banner that spans the entire width of the page for 10,000 impressions, because The CTR of banners is very low and there will be very few clicks on it. But it still fulfills its branding function and you don’t have to pay crazy money for it.

Yandex Direct is the largest contextual advertising network in Russia; only Google AdWords can compete with it. Contextual advertising allows you to quickly attract visitors to your site; you only pay for clicks on ads. Creating and further managing an advertising campaign is not too complicated, however, there are a number of nuances that you need to know. They help make your advertising campaigns in Yandex Direct more effective from an economic point of view.

Why do businesses need Direct? There are several answers:

• Contextual advertising in general and Yandex Direct in particular are the most efficient look advertising, which allows you to attract the required number of customers;
• Targeted traffic can be received already on the first day of your website’s operation, unlike search engine promotion;
• You can only target ads to show target audience, which is simply necessary for some companies.

Operating principle

For simplicity, I will briefly and step-by-step describe the operating principle of Ya.D. As an example, let's take a company that sells airline tickets.

1. The company creates its ad;
2. The company selects targeted queries for the ad;
3. The user enters a search query;
4. Yandex shows him an ad that matches the user’s interests, which is why advertising is called contextual;
5. The user comes to the site and buys a ticket;
6. An alternative option: the user reads an article about the country on a site where he is shown an ad, since this site is a Yandex partner.

In search results, ads look like this:

On the site it will be like this:

Yandex.Direct plays the role of a link between the client and the company. Considering Yandex's share among search engines (more than 50%), the audience is huge. Moreover, the share of those who not only search for information on goods and services on the Internet, but also buy them there, is also growing. Contextual advertising provides opportunities that modern business should not be ignored.

Choose “Professional”, as this option gives you more options for customizing your advertising campaign. If you do not have a country set in your Yandex settings, you will be asked for this data when creating a campaign in Yandex Direct. Next you will be asked to provide other personal data, everything is simple. As you can see, you can even connect SMS notifications.

Strategy allows you to choose a scheme for displaying ads; there are manual strategies, and there are fully automatic ones. There are 11 strategies in total; in Direct you can read their descriptions and choose what suits you. Most of all there are automatic strategies that allow you to choose an option depending on your current tasks. This can be the maximum efficiency in terms of number of clicks and costs, maximum quantity traffic or other types. Start with the “Highest Available Position”, this is the optimal strategy for beginners. I'll talk more about strategies below.

They provide the opportunity to increase or decrease the cost of a click for a specific audience. There are three adjustment options:

• Gender and age;
• For mobile;
• For those who have already visited the site.

You can install them at any time, so you can skip this point at first, it is not so important.

Time targeting Allows you to set the display time for ads. Everything is simple here, I won’t give advice, you yourself must know at what time you need clients. You can set up a show at any hour and any day of the week. If the time when a visitor visits your site matters to your site, then this settings item cannot be skipped. Sometimes it happens that part of the budget is wasted at night or on weekends.

Advanced geographic targeting is also useful function, but not for everyone. It allows you to show your ads to users from other regions, but only if they specify your region in the request. It is recommended to leave the checkbox, and for some sites this is absolutely necessary. For example, it is logical to display the request “Hotels in Kazan” in any region. But “order a bathhouse in Kazan” needs to be shown only in Kazan; it is obvious that the effectiveness of such an ad in any other region will be zero.

Single display region for all ads allows you to manually set the geography of your advertising. In some advertising campaigns, this is necessary to increase efficiency and to identify the target audience by geography.

Single address and telephone allows you to create a virtual business card of your company, where you can indicate various data, from opening hours and phone number, to the metro station and email. It is not necessary to fill in all data.

Now let's look at the following settings that complete the creation of an advertising campaign in Yandex.Direct, after which you can move on to creating ads and adding keywords.

They allow you to specify words that, if present in a search query, will not show your ad. Words are added there that may bring in a non-target audience. That is, main task negative keywords – exclude the display of ads for information requests, leaving only commercial ones.

Allows you to configure the display of ads on sites that are members of the Yandex Advertising Network. The settings depend on what products or services you offer. For some, traffic from the search results page is better, while for others, traffic from topical sites is better. Especially when we're talking about about expensive and specific goods. If you check “do not take into account user preferences,” then the ads will be thematic to the site page on which they will be displayed.

By default, there will be behavioral targeting, which takes into account the interests of the user, and not the subject of the site. If the user was looking for air tickets, Yandex will remember this and will show him relevant ads on all partner sites where behavioral targeting is allowed.

I’ll talk about impressions for additional relevant phrases below, but leave everything at default for now. The function will not work if Yandex.Metrica is not connected.

Site monitoring must be enabled (requires connection to Metrica). If your site goes offline, the advertising campaign will be stopped. If you run ads at night and on weekends, then you cannot do without this function. Below you can add a Yandex.Metrica counter.

Link markup will add tags to the url with the click number and transmit the data to Yandex.Metrica. The feature is useful and worth enabling.

Creating an ad

The Mobile Ad checkbox allows you to create an ad to display on mobile devices. For mobile phones, it is better to create separate ads that have their own specifics. If you skip this point, Yandex will independently convert your regular ad for mobile devices.

Heading must reflect the essence of the ad and must contain a key phrase. Are you involved in website promotion? He will write “Website promotion throughout Russia.” The title is limited to 33 characters, including spaces.

Ad text can be up to 75 characters long. The text should:

• Contain a call to action;
• Contain a key phrase;
• It may contain the words “discount”, “promotion”, etc. (if such services are available on your website), for users they are additional factor, which encourages them to click on the ad.

You can also add images, however, there is a minimum cost per click limit for such ads; in my example, I will not add an image. You can also add quick links:

I added links to the “Services” and “Prices” pages; if you have pages on your site where a visitor can immediately get what he needs, it’s worth adding quick links. They often increase the click-through rate of your ad.

Clarifications– an additional line in which you can specify competitive advantages. They will be shown only in the first special placement and when viewed from a PC. They must also first undergo moderation; this is necessary so that Yandex employees can check whether the stated information is true. I'll skip that now.

Address and telephone– will allow you to specify contact information for the advertisement with the ability to add advertisements for display on Yandex.Maps. It is recommended to specify.

So, I ended up with a declaration like this:

This is how it will appear in search results. You can see other options, as well as how it will look on mobile devices. At this stage, the most difficult thing is to compose good text, since you need to indicate maximum information in a minimum of characters. The text should be informative and make you want to click on the ad. But you need to be careful, because if you deceive users, you will have large number“empty” clicks without real result and failures on the site.

Keywords for ads

Yandex Direct gives you a tool for selecting keywords. This is a crucial stage that needs to be approached very seriously. We are interested in website promotion, so we enter this phrase and immediately see the tips:

I marked in yellow what I will add, since all these keys correspond to the services that my company provides. You can go the other way and click “Select”, then the following window will appear:

It is better to use this method, since the number of impressions is also displayed here. But you shouldn’t ignore the hints either. In this example, I will not add a lot of key phrases, my task is to explain the basic principles. But correct selection Key phrases can greatly affect the effectiveness of your ads.

This example explains the principles of creating ads; in fact, this is not what you need to do. The fact is that for each group of keywords you need to create a separate ad. That is, making one ad with a lot of keywords (as in the example) is a mistake. In my example, separate ads need to be created for the phrases that are highlighted in yellow. This approach will increase CTR and reduce the cost per click, which I will discuss below.

In the negative words I will indicate the following:

These words will prevent ads from being shown to those who are looking for information and most likely will not order anything. Again, there are few negative keywords in this example; in fact, there are many more. I will leave the retargeting conditions unchanged, I will leave the display region as “Russia”, since I need clients from any city. I have a separate article about retargeting.

I will not touch the rate adjustment in this example. They allow you to set a price for a specific audience. For example, if you believe that men 25-35 years old will be your best audience, you can adjust your bids so that the cost per click for this group will be higher. I will also not set labels in this example.

As you can see, some settings duplicate the settings of the advertising campaign, so it is better to specify them there, so as not to enter them again each time. At any time, you can change the settings of both the entire advertising campaign in Yandex.Direct and separate group advertisements

This is where we finish creating the ad group and move on to choosing bids.

Setting prices per click

Yandex.Direct will automatically show us prices. Here are the things you need to know:

• Special accommodation – upper part pages;
• Guarantee – impressions at the bottom of the page.

Ads that are located at the top of the page get much more traffic, but they cost more. Sometimes there are situations where a warranty can be more expensive than a special placement, but this is rare. This happens due to poor ad settings; this is a kind of punishment from Yandex.

I get this picture:

Don't be scared high prices, it’s just a matter of keywords and the fact that the display region is not configured. It is clear that there is a lot of competition for such a request throughout Russia, which is why the price is so high.

Yandex.Direct works on the principle of an auction. Whoever paid the most will be shown the ad. It can be seen that upon request “seo promotion”, entrance to special accommodation costs 2,500 rubles (this is the maximum possible price). If the price is a little lower, then my ad will be shown when there are no other advertisers who will outbid my bid. If there are such advertisers, then your ad will not appear on the page in the search results, but on partner sites. The prices there are lower than in search results.

To display on partner sites, you also need to create separate ads in Yandex.Direct. In them, disable impressions in search, and in search ads, disable impressions on partner sites.

However, the price of 2,500 rubles per click does not suit me, so I will do what I said above, namely, create an ad for a different group of keywords and indicate the region.

It can be seen that the price has become much lower. This is why you need to create separate ads for different groups keywords. In addition, such ads will have a higher CTR than those for general phrases. Yes, negative keywords allow you to exclude information requests, but you can’t provide for everything.

After you click “Save”, you will be redirected to the next page, where Yandex.Direct will show the productivity of the ads based on its own assessment. Productivity is calculated based on many factors, but in general, the higher this indicator, the more effective your ad is in terms of price and quality.

It can be seen that the second keyword has higher productivity, simply because the region is in in this case"Republic of Tatarstan". Also pay attention to “site promotion” - the price for the specified region is 5 times lower than without this option. That is, if you need to collect traffic from all over the country, then you:

• Create ad groups using keywords;
• Create groups for different regions.

In my case, you can display the request “website promotion” in 10 regions and create a separate ad for each, but an ad with the heading “website promotion + region” will be more effective.

Next, the ad must be sent for moderation. Its speed depends on the number of ads, pages to navigate to and the volume of keywords. Moderation of an ad in Yandex.Direct rarely lasts longer than 48 hours; usually a response comes within a day. If the verification takes longer, do not hesitate and contact the support service, they have a feedback function.

About choosing a display strategy

By default, we left the "Highest available position" strategy, it will show your ads in the highest positions, but the cost of transition will be maximum. Sometimes you need to choose a different strategy, here I will give some tips.

If you are interested in traffic at a minimum price, then select “Display in a block at a minimum price”, for this you can also select “Weekly package of clicks”, where you can specify required quantity clicks, and also set a maximum price.

“Average cost per click” allows you to get the maximum number of clicks; in this case, you can specify expenses per week, and Yandex.Direct will set the rate automatically. “Weekly budget” also allows you to set a spending budget for the week, but you can also set conversion by goals using the connected Yandex.Metrica.

“Independent management” allows you to display your ads only on thematic platforms; the screenshot shows that I disabled their display in search results. In fact, there is nothing complicated in these strategies, but it is difficult to say which is the only profitable one, because each advertising campaign is individual. Experiments will help you understand what is more profitable for you, during which the most effective strategies will be identified.

Direct Commander

Direct Commander helps in managing large campaigns; it will be useful if you have several campaigns. You can download it from this link. The program is useful and really makes working in Yandex.Direct easier. If you have several advertisements, then you can do without it, but if there are dozens or hundreds of them, then you cannot do without the Commander.

To log in, enter your Yandex credentials, then click “Get campaigns” and Direct Commander will automatically download all the data. Also click on "Get Groups" and "Get Announcements". It can be seen that working in this program is more convenient than in the web interface, since here you can switch between campaigns and ads instantly.

Here you can also create, edit, send for moderation, disable and enable the display of ads, that is, all the functionality of the Yandex.Direct web interface is preserved. But, in my opinion, it is somewhat more convenient to create ads in the web interface.

A/B tests in Commander

Direct Commander is good because it makes it easy to conduct A/B testing (otherwise it can be called split tests). Their essence is to test ads with different settings to identify the best result. A/B tests in contextual advertising (and not only) are a very useful tool, without which only a person with extensive experience can create a truly effective campaign. But experienced people also use split tests.

Testing different ads in Direct Commander is very easy. First, select the already created ad and simply copy and paste it (right click).

• Ad text and headings;
• Display address
• Absence or presence of address, price, phone number, quick links.

Sometimes it happens that just one word in the text can greatly change the CTR of an ad, so try it different options and choose the best ones. This is especially necessary when the budget for an advertising campaign is large; here it is simply profitable to spend part of the funds on A/B testing.

About ad moderation

• Advertising of products that cannot be advertised or are legally prohibited for distribution;
• Use contact information or company logos in images;
• CAPITAL letters in text or title.

For a number of products you will need to provide supporting documents (certificates, licenses). There is a whole category of goods and services, such as pyrotechnics, medicines, passenger transportation, insurance, etc. The full list, as well as the required documents, can be found.

If you receive a refusal, correct the indicated errors and resubmit your ad for moderation.

Budget Forecast

Contextual advertising does not require a frivolous approach; you need to plan your budget. Ideally, you should understand how many visitors you need to attract and how many of them you need to become customers. These are clear goals that need to be set. There is a separate tool for budget forecasting. It can be used even before creating ads and an advertising campaign.

You also enter a list of key phrases, and Yandex will calculate the number of visitors and the amount you will pay to attract them. I note that this data is relative, because prices can change, advertisers can leave and come, which affects the cost. I got it like this:

I chose “Special Placement”, it is clear that I will have to spend 3453 rubles, which will attract about 388 visitors to the site. These data allow you to roughly estimate the budget, but it will always differ, it can be either a plus or a minus. After all, Yandex cannot accurately predict the CTR of each ad; it can only derive approximate indicators based on its data and statistics.

It can be seen that the phrase “Website promotion in Kazan” has a question mark. This means that Yandex cannot predict the budget for this phrase, since there are very few requests there. You shouldn’t pay attention to this; such ads can be very effective.

Evaluating the effectiveness of Yandex Direct

There are many metrics that track the effectiveness of contextual advertising in Yandex.Direct. This:

• Conversion rate;
• Behavioral factors of attracted visitors and other data.

Of course, the most important thing for business is financial indicators. Yandex.Direct is not a panacea that will definitely bring you clients. No, there will be customers, but if the cost of attracting them is more than you earn from them, then what is the point of contextual advertising?

Yes, for a number of companies Y.D. may be the main source of clients, but small companies who operate in a competitive environment must look for other ways. You’ve seen the prices in the example of “Site Promotion”, it’s really expensive, but only if you don’t delve into the settings.

It is impossible to tell everything about Yandex Direct and contextual advertising in one article; there are a lot of nuances, I will talk about them in other articles. But, I think that after reading this article, you are no longer new to Yandex Direct and will be able to use this effective tool to attract visitors and clients.

Hi all! Many of you have probably already tried running ads in Yandex.Direct. And how, was it successful? I see tomatoes flying at me... Competently produced setting up Yandex.Direct- this is where the whole success of advertising lies, if you set it up anyhow - you will lose

All your financial resources invested in it in a day, or even minutes.

How to configure Yandex.Direct correctly

I will tell you with my own example. There are several very important points in setting up Yandex.Direct, on which EVERYTHING depends! Let's go.

Step 1 of setting up Yandex.Direct

First you need to have account in Yandex, then feel free to go to Direct - https://direct.yandex.ru/. Click – place an advertisement.

We indicate the region and level - professional (1), since it allows you to make settings manually and much more efficiently. Next, start using the service.

And now we begin the debriefing. I indicated the most important points for setting up Yandex.Direct, since the rest are clear even to a schoolchild, otherwise there is no point in launching something like this at all. In any case, by clicking the icon (?) next to any of the items, a detailed explanation is given.

2. Notifications - specify your email, which will receive information about budget expenditures, company shutdowns, etc.

3. The strategy is where the system will strive to display your ad, in which block, everything here depends on the cost of the click, we will discuss this below. The best option is to place it as in the screenshot, a special placement block - these are ads above the search results, and with a minimum cost per click - you will always save your budget and at the same time appear in the coolest place where people click the most (special placement).

4. Select the region you are moving through. I staged - all of Russia.

5. This is a very important point (safe words), but we don’t touch anything here; later in the article we will act wiser...

6. Thematic platforms are YAN, that is, your advertising will be shown on those sites that people came to from a search for queries that match your ads. We turn it off to hell (put it at 0%), they are not profitable - I checked it more than once, they only eat the “money”, although you know better.

7. We remove the checkbox immediately, again - “loot” into the river.

8 and 9. If you have a Yandex.Metrica counter, be sure to check the box, this will allow you to see accurate statistics of transitions to your site based on advertising, as well as disabling it if, for example, the site is unavailable or broken.

Step 2 of setting up Yandex.Direct

It will be even more interesting here. The most crucial moments are coming. I’ll say right away, for me the most best option advertising is one keyword for one ad, again, judging from my own experience.

10. Title - it should be catchy, enticing and must contain your keyword. But, first you must choose this very keyword for your ad, otherwise you will never be able to effectively set up Yandex.Direct. At the top, click on the selection of words, or it is better to do this in advance in Yandex.Wordstat, I talked about this in detail. LF and MF requests are most effective. Using the example (see screenshot), I chose website promotion (more than 7,000 impressions). On the right, always look at the allowed number of characters (red - should not be).

11. Announcement - here the keyword must be used and preferably at the very beginning. Write briefly and without water, more specifics, uniqueness and a call to action.

13. Quick links - I advise you to put them (I didn’t put them in the example), they are often clicked. These are links to other pages on the site that will be useful for the ad. The address and phone number are a virtual business card; I didn’t put them in; they are usually indicated by those who don’t have a website.

Let's go lower.

At this stage, you will need to predict approximately how much money will be needed for advertising, as well as cut off unnecessary words from the keyword (stop words). Click on budget forecast.

First put your promotion region, this is prerequisite literate Yandex.Direct settings.

15. Add a keyword.

16. Here you can see the entire budget for the month and the cost per click for each of the placement blocks, now its price is awesome. But here the keyword is taken into account in various word forms, diluted with unnecessary words, etc., which we do not need at all.

For example, we advertise that our studio promotes websites for money and nothing more, but the ad will even be shown when people type “what is website promotion”, “free website promotion”, which will not bring targeted visitors at all, and even if If they click, then the money will fly into the abyss. Do we need it? NO! We only need an interested audience, so we’ll clean out all the verbal garbage with a broom.

17. And here is the broom. Of course, you can not use stop words, but enclose the keyword in operators, but this would be a big mistake. To achieve maximum returns from advertising, setting up Yandex.Direct should be done only by hand, no automatic machines - and you will get amazing results. Checked! Click - clarify.

18. We mercilessly check off everything unnecessary, everything for which you do not want to be searched for. Stop words will be automatically added to the field at the top, you can immediately click - recalculate (it will show the number of impressions with stop words). It is important that you need to scroll through all the pages of phrases (click at the bottom - next) and mark all unnecessary words. Thus, the advertising budget will decrease tenfold (see forecast), depending on the selected keyword.

After all those marked, click apply at the bottom, then copy all these stop words with the keyword in the top field and paste them into 14- choose words and press - organize and clarify. If, according to Metrica statistics, it is clear (even when advertising is running) that they are visiting some “left-handed” words with a keyword, then they can always be added to the stop words.

Important! Guys, one thing, currently, after updating Direct, the key with stop words cannot be copied from the top field. It is necessary to do this. After you mark all the stop words and click - apply, close this pop-up window and now copy the keywords with stop words here (screenshot below). Just click - edit and everything will be easily copied, and then we do everything as per the article, paste them into 14, etc.

Step 3 of setting up Yandex.Direct

Here you go. There is only one last step left to set up Yandex.Direct smartly. Click next.

Don’t pay attention to the prices (screenshot), I’m using this as an example. The main thing for us here is the indicated points, the rest is of no use.

19. In the box in the middle we set the cost per click manually. If you set one of those prices indicated on the left (blocks), then you will immediately find yourself in the block you need, respectively, when people type “... website promotion...”. If you set your own price (much less), then you will appear in the displays, only it will not always be on the first page of search results, but on the 2nd... etc. I advise everyone - don’t save too much (if the price is reasonable), it’s better to immediately fly into one of the blocks.

20. This is the price that will be charged for a click on your ad; it is often less than what you set to enter the blocks, since everything here depends on competitors and their bids. One of the main aspects of correctly setting up Yandex.Direct is the ad text that attracts people, then it is often clicked on during impressions, and your CTR (ratio of impressions to clicks) increases, as a result, the price on search for you will decrease even more and, vice versa, increase with low CTR. These are the algorithms, friends and comrades. This is betting, this is a game, this is money!

Click next. All. Now, after the moderation procedure, your ad will sparkle on the screens of users’ monitors. You can always edit it, change prices, etc. Always monitor changes in the rates of running advertising, so you can hone it to pinpoint precision.

Bottom line

So we’ve looked at the step-by-step steps of setting up Yandex.Direct, if anything is unclear or you need advice, ask in the comments, we’ll continue the debriefing. I also want to point out one more thing important point, after I created an advertisement using keywords from articles, these articles quickly approached the top and stayed there. Many webmasters have also noticed that advertising in Yandex.Direct moves key queries to the top 10 and has a positive effect on PF. Well, this is understandable, because interested people come in and type the request into a search engine.

Attention! Updated article on setting up Direct 2017

Don't miss out on the latest news, subscribe to the blog and be the first to know by email when new posts are released.

My services for setting up Yandex.Direct

Friends, in recent months In 2017-2018, Direct saw several changes both in the service interface and in the settings functions offered. And if it doesn’t work out for you or for some reason you can’t set up advertising in Yandex.Direct, then I will do it for you. I am not some self-proclaimed person with a bunch of epithets about myself and “blah blah blah” promises to the entire Internet, but a recognized professional in Yandex contextual advertising. Verifying the authenticity of my specialist certificate - .

Look on the Internet and see for yourself that prices for services for professional setup of Yandex.Direct start from 10,000 rubles, and reach hundreds of thousands of rubles. At the same time, the quality of these services offered is unknown, some work for honesty, and others just want to rip off the last of your money.

I offer you the Yandex.Direct setup for the lowest possible price - exactly 3000 rub., you’re unlikely to find it cheaper anywhere. And this will be a perfectly tuned advertisement that works to generate profit for you. When creating advertising, I use the most powerful and effective tools:

• Parsing keywords from services such as: Direct, both columns of Wordstat, Rookee, SeoPult, search results and tips, Rambler.Adstat, Google.Adwords and a number of others.
• Analysis of competitors in the paid service SpyWords and through Key Collector.
• Precise selection of keywords, filtering out stop words, distributing keywords into thematic groups for subsequent creation of ads for them.
• A clear re-minus, if necessary, I will connect Yandex.Metrica and create .
• Using Excel and a number of others current programs to create high-quality advertising.
• And many more tricks, including my more than 3 years of experience as a Directologist.

To place an order, just write to me by email - [email protected] or through the page - . Even easier, click that nice green button below and send a message. Next, we will clarify some details regarding advertising, and I will create high-quality advertising for you!

Yandex Direct is very powerful tool to promote your resource through contextual advertising. According to statistics, Yandex is one of the most popular search engines in the Russian segment of the Internet. Therefore, it is not surprising that many are interested in “Direct” on its own.

Yandex Direct features:

you can set up “Direct” for the country or even a specific city where the potential client lives;

selection of search queries and their configuration, for which this or that nature will be returned;

the ability to configure Direct so that you can independently manage advertising in search results;

drawing up directly by the customer;

but most importantly - correct setting Yandex Direct allows you to reliably assess the nature of search queries, their frequency, wording and a host of other parameters.

How to set up Yandex Direct

And here the owner of any resource has two options to choose from:

Seek help from relevant companies that are engaged in comprehensive website promotion not only in Runet, but also in Global network at all. In this case, professionals will take matters into their own hands. However, it is possible that they are unaware of certain aspects of the enterprise that may ultimately affect the effectiveness of requests. In addition, the services of such companies, of course, are not free.

Find out for yourself in Yandex Direct. Do-it-yourself setup provides a number of advantages. Firstly, the advertiser can flexibly manage the delivery of contextual advertising - after all, who, if not the owner of the resource, is aware of all the affairs in the enterprise. Secondly, you can significantly save on the services of third-party specialists.

The obvious disadvantage of this approach is that in Yandex Direct, do-it-yourself setup requires certain knowledge and skills, preliminary training.

What to pay attention to before organizing an advertising campaign

Any advertising should sell - this is natural. And at the same time, the costs of it should be more than covered by income. And for this to happen, you need to answer the following questions before starting an advertising campaign in Yandex Direct:

whether geographic targeting will be used;

what is the target audience;

you also need to determine the semantic core of the company - that is, those search queries for which it will work.

Frequency

In different cases, it makes sense to address both high-frequency and mid- and low-frequency queries. To understand which queries are most in demand, you need to launch the “Word Selection” tool and type the word expected for the query in the text field.

As a result, statistics of search queries per month with this phrase will appear. Based on these results, you need to create a semantic core.

Estimating the advertising campaign budget

Setting up Yandex Direct yourself also involves a preliminary assessment of the costs of an advertising campaign. For this purpose, Yandex has a “Budget Estimation” tool. You need to indicate the region where it will be broadcast and also enter the expected keys on the left side of the field. After that, suggested phrases will appear on the right, which can either be included in the list of queries in the left field, or not included.

Once the audience has been identified, you can proceed directly to the specific steps of creating a campaign and setting it up. Below will be given step-by-step setup"Yandex Direct".

Account creation

First of all, you need to create a new user. To do this, you will need to indicate your region of residence and select one of the options: Easy level or Professional. Since setting up Yandex Direct yourself is a rather delicate matter, you can get bogged down in these subtleties and not see the main thing behind them. It is better to first select the “Easy” option.

After this, you need to click on the “Start using the service” button.

Create a Campaign

Next you will need to create a new campaign. On the page you will need to indicate the actual name of the campaign, your name, the start of the campaign and the end date, set up time targeting (hourly time the ad was displayed), regional targeting, etc.

Here you can select If you intend to conduct an aggressive but expensive campaign, then you can check the “Highest available position” item. In other cases, it is recommended to “Display in a block at the minimum price” - in special placement or in guaranteed display.

Setting up on thematic platforms (YAN). If only the Yandex search will be used, this parameter can be disabled by setting the parameter to 0%.

You will also need to check the boxes for “External statistics” and “Site monitoring”.

You will also need to provide your email address, number contact phone number, set up notifications via SMS or email.

Submitting an ad

You will need to configure the following items:

ad title - the title text that will be visible to Yandex users;

the ad text is, in fact, the very text from which the user finds out what the ad is about, what the company offers, etc.;

In the “Campaign Source” and “Campaign Channel” fields indicate: “yandex” and “CPC”, respectively.

Now you need to click on the blue “Submit” button.

Setting Keywords

Setting up Yandex Direct continues. The instructions instruct you to enter in the left text field the set of key phrases that are included in the semantic core of the campaign according to the expected frequency of queries, etc.

In order for the ad compiled in the previous paragraph to be shown according to the selected queries, these keywords should be enclosed in quotation marks. The results of queries will be displayed in the right field as they will look directly in the Yandex search engine.

At this stage, you can also set up fine targeting and negative keywords - that is, those phrases or words whose entry by the user will be ignored within the campaign.

Selecting bids per click

Here, for each key request, prices for each user transition will be shown - depending on where exactly 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 resource owner can afford to spend on an advertising campaign.

Submitting an ad

On this page you can either add more requests or send your ad for moderation to Yandex. This is done by pressing the corresponding on-screen buttons.

After some time, a letter with results from Yandex will be sent to the email address specified during registration: whether the ad is allowed to be displayed or not. The reasons for the refusal, however, are not explained, and Yandex does not give any recommendations for changing the advertisement in case of refusal.

It is worth noting that it is enough basic knowledge to understand how to configure Yandex Direct. Google Adwords (Google's contextual advertising tool) operates on similar principles. However, there are some differences in terms of interaction with your account and other minor differences in settings.

As you can see, in Yandex Direct, setting it up yourself is quite possible, and even a beginner can get comfortable with the basic capabilities for opening their own advertising campaign.

Good afternoon, comrades!

Yandex.Direct is the first thing that beginners learn in most cases. If you are new to contextual advertising and want to learn how to set up Yandex Direct, then this lesson is for you.

In order for advertising campaigns to bring you high-quality traffic to your site, conduct it correctly. A lot depends on this stage. And the more competently the semantic core is compiled, the more targeted visitors you will have.

Of course, quality traffic needs to be converted into customers, which is what your sites do. However, not all visitors turn into buyers, only a certain percentage. And all website owners without exception want to increase this percentage. Various widgets that engage the visitor in a dialogue can help with this, thereby increasing the conversion by at least 3 times.

I recommend installing an online consultant from YamiChat (https://yamichat.ru). The point is that basic version The widget is completely free. In addition, there is no limit on the number of operators. This way, you will be able to save your advertising budget while increasing conversions from your website.

Well, now let's move on directly to setting up the first advertising campaign in Yandex.Direct.

I think that there will be no problems with the setup, everything is quite simple and clear.

Step 6. Virtual business card.

In the seventh step of setup, we will fill out the virtual business card.

Enter everything here necessary information about your company. Why is this necessary? Then, to visually expand the ads. If you have a filled out business card, your ad will look like this:

And if not, then like this:

BE SURE TO FILL OUT THE BUSINESS CARD!

This will help you increase the click-through rate of your ads.

Step 7. Site monitoring, Metrics counter, link marking.

On the seventh, we’ll connect Direct with Metrica and talk about site monitoring and yaclid link marking.

Great! Today you learned how to do this, and then you need to learn this tool more and more, so subscribe to the blog and receive free lessons by email!

In the next lesson I will tell you. Yes, yes, you can also create campaigns for Direct in Excel, and believe me, doing this is much more convenient than in the interface.

Goodbye!

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