What kind of advertising is more effective in Yandex direct. Konstantin Zhivenkov Effective advertising in Yandex.Direct

Hello dear friends! It's no secret that for the sale of their own and reselling information products, as well as for successful earnings on affiliate programs of the Internet, the effective use of contextual advertising. For example, Google AdWords or Yandex.Direct. However, beginners who are not familiar with the intricacies of setting up advertising campaigns can easily drain the entire advertising budget without selling anything. There is only one conclusion - before you start working with contextual advertising, you need to know how to properly set up the effective display of your ads.

Would you like to know the advanced secrets of Yandex.Direct? If yes, then I invite you to read this article. I will say right away that it is primarily intended for those who are already at least a little versed in contextual advertising and would like to improve their knowledge.

Since I am not an expert in contextual advertising, I want to bring to your attention a guest post written by my old blogging friend Timur Bagunov. There is a download link at the end of the article. step by step plan launching profitable contextual advertising on Yandex.Direct.

Secrets of effective advertising in Yandex.Direct

This article will provide answers to the most popular questions that most beginners ask about setting up contextual advertising in Yandex.Direct. So, are you ready to learn the secrets of Yandex.Direct and create an effective advertising campaign? Then let's go.

What is the best way to select words in Yandex.Direct?

I recommend starting with the highest-frequency request. For example, if you're advertising handbags for women, the most high-frequency word would be "bag." But don't forget other synonyms. In trainings on contextual advertising, Ilya Tsymbalist recommended typing in the search query “what bag to buy”. And in the articles that were displayed for this query, it is best to look for synonyms for your keyword.

After that, we go to Yandex Wordstat and drive in our highest-frequency request. For example, I advertised a Pickup truck course and one of those words was “girl”. At the same time, I open a notepad (I personally have Notepad ++) and copy less frequent queries there, but definitely targeted ones. For example, I got it like this:

As you can see, my list of words is not complete, but I hope you understand the essence. After we go to the section “Estimate of the monthly budget advertising campaign” and insert one of our handpicked key phrases. Why only one? Yes, because many other keys will only distract us. Then click "Select".

Now we select only those requests for which we will advertise. I don't see the point in choosing keywords that have less than 100 impressions. Then click "Add".

And now, next to each added request, click the “Refine” button.

Then we mark all keywords that have more than 100 impressions. Click "Apply". Why above 100? Since we have already selected them before.

Only after that we get a key that will not overlap with other keywords.

And now at the bottom we click on “List of phrases”, after which we get ready list selected keywords with all negative words.

Paste it into a text document. And as a result, we get such a list of words. And note that we did this operation only for one selected high-frequency request. A must for everyone!

By the way, in the “Budget Estimate” you can immediately see the cost per click. This is very convenient, as it immediately helps to assess the competition for this keyword.

How to advertise a product if someone is already advertising in Yandex?

The Yandex Direct rules say that two identical domains cannot be advertised for one keyword. Therefore, when you advertise the same product, you are simply not allowed in, since your competitor has already created an advertising campaign. In this case, you have 2 options:

1. Increase your CPC so that your CTR*Max CPC is higher than your competitor.
2. Create a frame page or copy.

To complete step 2, you need your own domain and hosting. Frame page, if explained plain language, then this is loading, as it were, someone else's page. That is, on your page there is a special code in which you indicate your affiliate link. When a visitor visits your page, he opens the site that you specified.

Benefits of these pages:

• Ease of installation. You just specify an affiliate link and that's it.
• The visitor is yours. He may not immediately buy, but in any case remains with you.

Of the minuses, I can say that you cannot change anything in the content of the site, since it is someone else's. Or, if the partner site suddenly stops working, then nothing will open for you, respectively.

Create a frame page

To create a frame page, you need to open your page with some editor (I use Notepad++ for simplicity) and paste the following code:

Just don't forget to include your affiliate link!

Page copies

Here you fully upload the partner site (that is, all files) to your hosting. Only here you need to set your affiliate link in the "Order" button.

Of the pluses, I can say that here you can completely change the content of the site. Useful if you are doing split testing. However, not everyone knows how to properly upload someone else's site to their hosting, and therefore frame pages are ideal for a beginner.

Yes, I forgot to say one very important thing, do not forget to install Yandex Metrica and configure the right goals. Then you can track which keywords you have made purchases for.

What is the best strategy to use?

Of course, there is no perfect answer here, because you always need to test. But for beginners, I recommend the “Display at the lowest price” strategy (special and guarantees) so as not to pay extra money. This is the most economical strategy. By the way, note that you can only check the “Special” box, then in the “Guaranteed impressions” block you will have the “Impression by the highest available position” strategy.

As I said earlier, here you need to test. For example, like this: turn on one strategy for 7 days, and then change to another. And at the end of the test, do the calculation.

For example, showing at the lowest price (guarantees and specials):

• Came: 10 subscribers.
• Spent: $5
• Total income: 10 * 20 (income from one subscriber) - 150 (30 * 5) = 50 rubles.

Display at the minimum price (special):

• Incoming: 13 subscribers.
• Spent: $6
• Total income: 13 * 20 - 180 \u003d 80 rubles.

As you can see, strategy 2 is the most profitable. You must calculate the price of a subscriber yourself. It goes something like this: Subscriber Cost = Total Revenue/Total Subscribers. But, in any case, you must clearly know the price of a subscriber or visitor in order to understand in the end how much you actually earned.

How to pass moderation in Yandex.Direct?

If your ads are rejected, then there are three ways out:

1. Fulfill their requirements.
2. Create a completely left ad that Yandex skips. And when it passes moderation, edit it. That is, change the title, text and link to the site. Of course, this technique does not always work, but sometimes it works.
3. Upload all your ads to Excel, change all IDs and more. Then upload it to the new Yandex.Direct advertising campaign. It also works sometimes.

Of course, there are many other questions about effective advertising on Yandex and I would like to give more answers. But for now, these “secrets” of Yandex.Direct are enough for you. If you have any questions about the material presented in the article, then ask them in the comments. I'll be glad to talk!

This was an article by Timur Bagunov about setting up Yandex.Direct contextual advertising. That's all for today. See you!

Yandex Direct Advanced

The program of the course corresponds to the professional standard "Specialist in Internet Marketing".

Do you want to learn how to run advertising campaigns in Yandex.Direct as efficiently as possible? The challenge is to improve attraction target audience? Aiming to make the best use of your advertising budget? We will teach you how to solve these problems.

The amount of funds spent on online advertising in 2018 for the first time in Russian history exceeded TV advertising spending. Budgets for online promotion increase by an average of 15% per year, and this trend continues to persist. This imposes more and more responsibility on the specialists involved in advertising on the network, employers make more and more demands on them, following the budgets.

This course will be most useful to you if you already understand general principles advertising campaigns in Yandex.Direct but want to expand and deepen your knowledge, skills and abilities. During the classes, you will learn how to manage your advertising budgets with maximum efficiency. One of the course modules will be devoted to auditing the effectiveness of advertising campaigns. After completing the training, you will be able to conduct a detailed analysis of your campaigns and find out the optimal ratio between the funds spent and the return on advertising.

You will learn how to optimize the cost per click, use special professional services for evaluating the cost of a click, learn how to mark up advertisements with UTM and yclid tags, develop a strategy for targeting ad impressions, and master the effective and detailed structure of a Yandex.Direct account.

A special educational block is dedicated to developing the most effective texts, increasing the CTP of ads, and choosing the right keywords. Separate time will be devoted to reports in Yandex.Direct and Yandex.Metrica, campaign management using Exel and Yandex.Commander.

Well intended for specialists in contextual advertising, agency employees, marketers, private advertisers.

Learn from the best professional practitioners. Come to the Specialist.

Perry Marshall, Brian Todd

Comprehensive guide

Brad Gedds

What, where and when to do to get the maximum effect

Dan Zarrella

This book first appeared in in electronic format at the end of 2011. Very quickly, examples and recommendations from it began to spread on the websites and blogs of specialists working with contextual advertising, as well as borrowed by other authors of books on Yandex.Direct. In 2014, at the request of readers, it was decided to release this book in paper form - and here it is in front of you.

Are you a business owner or do you work with affiliate programs? Then you are probably thinking about how to attract the maximum possible number of potential customers to your Internet resource with minimal costs and in the shortest possible time. And, accordingly, earn really big money on the sale of their goods or services.

Over the years of his professional activity I had to deal with a wide variety of types of promotion of services and goods on the Internet, ranging from banner advertising to multi-level affiliate programs. Gradually, I came to the conclusion: today there is nothing more effective than contextual advertising. It is it that allows you to attract only those users who are interested in purchasing your product, and save advertising budgets without wasting them on a “random” audience.

But working with contextual advertising has many pitfalls. I b about most of them in the way of illiterate advertisers are put by the largest Russian system contextual advertising Yandex.Direct. Ignorance of the nuances of working with this system is fraught with deep disappointment and financial losses. Imagine a situation where a multi-thousand-dollar advertising campaign budget is, at worst, wasted, and at best, it just paid for advertising without any profit!

Moreover, problems often arise not only for novice Yandex.Direct users who are not familiar with the pricing system. Even "shooting sparrows" sometimes despair, trying to understand where and in what they managed to make a mistake.

This book about the intricacies and secrets of working with the Yandex.Direct contextual advertising system is written for advertisers who are tired of dubious experiments. Indeed, why rush headlong into the pool if you can increase the effectiveness of an advertising campaign without any risk?

Within the pages of this book you will find a variety of practical solutions, which have been successfully used by the author in working with Yandex.Direct for many years and include many different techniques, by copying them, you can easily make your advertising campaign in Yandex.Direct as profitable as possible.

From the book you will learn:

How to attract maximum traffic at the lowest possible price;

How to significantly reduce budgets without compromising attendance;

How to get your ads to rank best on a limited budget, etc.

What will you learn by reading this book:

Compose ads with a high CTR (from 50% and above);

Get into special placement for 3 cents per click;

Conduct guerrilla warfare with competitors;

Collect tons of thematic traffic for 1 cent;

Identify keywords that do not bring you profit;

Collect in two clicks semantic core, consisting of many thousands of requests;

Compose clickable ads that will be in demand among advertisers.

What problems can you solve after reading the book:

Budget overruns;

High cost per click in special placement and guarantees;

Competition that does not allow your business to develop;

Growth of rates in the absence of competition;

Low efficiency of ad texts and headlines.

This book will be useful to you if:

You need knowledge for a subsequent job in a highly paid job in the current specialty "manager for contextual advertising";

You are a business owner and want to use effective modern tools to attract potential customers to your website.

Before starting this book, I would like to briefly describe how the material presented in it should be assimilated.

First of all, let's deal with the terms that are encountered from the very first pages.

CTR(synonymous with "clickability", from English. click-through rate - click through rate) is defined as the ratio of clicks on a banner or advertisement to the number of his shows. Measured in percentage.

CTR = (number of clicks / number of impressions) × 100

CTR is an important indicator of the effectiveness of any advertising campaign. It is applicable to any hypertext link on the Internet, if its impressions and clicks are taken into account (definition source - Wikipedia).

Syntax Yandex.Direct- additional operators of the word selection form, with the help of which you can clarify the queries you need (the source of the definition is the official help for Yandex.Direct).

Traffic- a synonym for the word "attendance". If the text says: “The traffic for the specified queries exceeds the traffic for the main query by 5 times,” it means: “The traffic for the specified queries exceeds the traffic for the main query by 5 times.”

keyward- key phrase in the ad.

Relevance– compliance of the user's request with the contextual ad shown to him.

These are the main terms that appear most often in the book. All of them are explained on the Internet, where you can easily clarify the meaning of other words or phrases that you do not understand.

Surely you are familiar with the situation when, in pursuit of the maximum amount of traffic, you have to go through all the possible variants of keywords. In the search, as a rule, not only standard, already familiar services are involved, but also separate databases of keywords of a particular topic.