How to set up Yandex.Direct on your own and make a huge profit. How to create effective advertising - the secrets of setting up Yandex.Direct

Hello dear friends! It's no secret that for the sale of your own and reselling information products, as well as for successful earnings on Internet affiliate programs, it is very important effective use 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 my 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, you are 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 from the beginning high 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 that, we go to the section “Estimating the monthly budget of an advertising campaign” and insert one of our selected 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. A frame page, if explained in simple terms, 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 set 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" is a very powerful tool for promoting 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 their own.

Possibilities of "Yandex Direct":

you can set "Direct" to the country or even a specific city where the potential client lives;

selection of search queries and their settings, according to which one or another character will be issued;

the ability to set up "Direct" so that you can independently manage advertising in search results;

drawing up directly by the customer;

but most importantly, the correct setting of "Yandex Direct" allows you to reliably evaluate the nature of search queries, their frequency, wording, and a lot of different parameters.

How to set up Yandex Direct

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

Ask for help from the relevant companies that are engaged in the comprehensive promotion of sites not only in Runet, but also in the Global Network in general. In this case, professionals will take matters into their own hands. However, it is possible that they are not aware of some features of the affairs of the enterprise, which may ultimately affect the effectiveness of requests. In addition, the services of such companies, of course, are not free.

Understand yourself in "Yandex Direct". Do-it-yourself customization provides a number of advantages. Firstly, the advertiser can flexibly manage the issuance of contextual advertising - after all, who, if not the owner of the resource, is aware of all the affairs of 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, setting up with your own hands requires certain knowledge and skills, preliminary training.

What to consider before organizing an advertising campaign

Any advertisement 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 targeting by geographic location will be applied;

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 medium- and low-frequency requests. To understand which queries are the most in demand, you need to launch the Word Picker tool and type the word suggested 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, it is necessary to compose a semantic core.

Campaign Budget Estimation

Setting up "Yandex Direct" independently also involves a preliminary estimate of the cost of an advertising campaign. To do this, Yandex has a tool called Budget Estimation. You need to specify the region where it will be broadcast and also enter the expected keys in the left part of the field. After that, suggested phrases will appear on the right, which can either also be included in the list of queries in the left field, or not included.

When the audience has been determined, you can proceed directly to the specific steps to create a campaign and set up. Below will be step by step setup Yandex Direct.

Create an account

First of all, you need to create a new user. To do this, you will need to indicate the region of residence and select one of the items: Easy level or Professional. Since setting up your own hands in Yandex Direct 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 select "Easy" at first.

After that, you need to click on the "Start using the service" button.

Campaign Creation

The next step is to create a new campaign. On the page, you will need to specify the actual name of the campaign, your name, the beginning of the campaign and the end date, set up time targeting (hourly ad display time), regional targeting, etc.

This is also selected. If you plan to conduct an aggressive but expensive campaign, you can check the item "Highest available position". In other cases, "Impression in a block at the lowest price" is recommended - in special placement or guaranteed impression.

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

You will also need to check the boxes on the items “External statistics”, “Site monitoring”.

You will also need to provide an address Email, contact phone number, set up SMS or mail notifications.

Posting an ad

You will need to configure the following items:

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

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

in the fields "Campaign source" and "Campaign channel" specify: "yandex" and "CPC", respectively.

Now you need to click on the blue "Submit" button.

Setting keywords

The Yandex Direct setup continues. The instruction instructs 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 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. In the right field, the results of queries will be displayed as they will look directly in the Yandex search engine.

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

Selecting bids per click

Here, for each key request, prices for each user click will be shown - depending on where exactly the display will be carried out: in a special offer or in a guaranteed display area.

You can specify your own maximum price - that is, set a bid. Subsequently, it will be possible to 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.

Sending an ad

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

After some time, a letter with the results from Yandex will be sent to the e-mail address specified during registration: whether the ad is allowed to be shown or not. The reasons for the refusal, however, are not explained, and Yandex does not give any recommendations on changing the ad in case of 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, in Yandex Direct, setting it up with your own hands is quite possible, and even a beginner will get used to the basic capabilities for opening his advertising campaign.

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 price per click to set. And also consider the principles of increasing the profitability of an advertising campaign and compare it with Google AdWords (direct competitor).

Those. contextual advertising can serve you good service not only on initial stage development of the project, when the CEO has not yet begun to give results, but is also capable of completely replacing search 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 figure above is called search contextual advertising, but in addition to it, there is also a thematic one. It is placed on thematic sites (third-party sites that were) and differs from the search engine also in that on the thematic Yandex advertising 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 its views).

In search ads, all ads will be relevant to the one the user entered. In the case of placing Yandex Direct ads on thematic sites, there are two options, depending on how the site owner set it up using the behavioral targeting activation function.

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

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

1. It allows you to very quickly attract visitors to your site (roughly speaking - to catch up with traffic). That is, you will receive visitors on the same day when you launch an advertising campaign.
2. If you understand all the nuances, contextual advertising systems will give you the opportunity to fine-tune the spending of funds throughout the campaign, depending on your desires and capabilities.
3. It is possible to significantly increase the profitability of the same Yandex Direct only due to a more subtle and correct setting ads.
4. Pay per click (PPC - Pay per click). Those. An ad can be shown as many times as you want, and you will only pay for clicks of users who are interested in it.
5. CPC in Direct (as well as in AdWords with Begun) determined by auction. Roughly speaking, each advertiser makes his own bid (he is ready to pay such and such a price for a click on his ad). Based on the bid made, places will be distributed when showing 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 particular place in the block is actually determined by the rates of competitors. Those. the more competitive the topics of the search queries on 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 the Yandex Direct blocks located in the search engine results?

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

You can learn the rules for displaying in all places allowed for them from. Firstly, this most clickable area located directly above the issue (practically merges with it), which is called Special accommodation.

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

They will also tell you what the CPC needs to be in order for you to be in the first place of the right column of ads, and the price that you will need to set to get into the so-called guaranteed impressions. The fact is that often a situation arises when there are much 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 Yandex.Direct ads claiming to be shown in the search results for this query 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 setting the right CPC.

In the right column, the first three or five ads will form the group called guaranteed display, and all the remaining ads (there may be several dozen) our wise Yandex will show below the guaranteed display area in rotation mode. It is enough to refresh the search results page to understand where exactly the area of ​​guaranteed impressions ends and where the 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 the competitors runs out of money to display and you may end up a little higher than expected. But once again I repeat that the position of your ad will be determined primarily by the cost of a click that you put. Let's 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 when trying.

If there is no passport, then simply, the login and password to which will now be your account.

After authorization, you can go to the page Direct.Yandex.ru and click on the purple "Place an Ad" button. You will be prompted to choose the option of further work with this contextual advertising system - easy and professional.

It is better to choose the second option ( professional), because it will allow you, even without being particularly loaded with knowledge, to significantly increase the profitability of your advertising campaign in Yandex.Direct compared to the “easy” option, where many steps will be done by the machine for you.

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

One ad 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 ends, then immediately all ads from it are removed from display.

But let's get back to creating a new ad in Yandex.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. Then you can specify the start date and end date, as well as configure SMS notifications or email.

The search engine will notify you that, for example, one of your Direct campaigns has run out of money, is running out of budget, or your ad placements have changed (if, say, your competitor increased the cost per click).

Time targeting it may be necessary, for example, to select the time to display ads only during your company's business hours, because during other hours there will simply be no one to answer the calls of attracted users and the money will be wasted.

When setting it up in Yandex.Direct, you can remove the plus signs at the intersection of the time of day and days of the week with a simple mouse click, but in such a way that the total remains at least forty hours of impressions on working days of the week.

It also makes a lot of sense to choose a region to show the ad you created.

Setting up a campaign in Yandex.Direct — reducing cost per click and costs

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

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

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

From the "Expenditure to keep within" drop-down list, you can set a percentage of the total expenditure of the campaign budget for spending on sites from the YAN. As soon as the sites eat up this percentage of the budget, Yandex.Direct ads will stop showing on them.

For example, sites from YAN gobbled up half of your budget - that's it, the display on them stops and now your advertisements will only be shown in the search. If you select zero in this list, then advertising on sites included in the YAN will not spin at all.

From the "Maximum CPC" dropdown list, you can reduce the cost per click on thematic sites in relation to the price in Yandex search results. True, if you greatly underestimate it, then on many Yandex Direct thematic sites your ads simply will not be shown, because whoever pays more is shown.

A tick in the "Ignore user preferences" field will prevent your ads 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. in articles about search engine promotion your advertising about refrigerators will not be.

If the CTR of your ad in Yandex.Direct (the ratio of clicks to impressions) is too low, it will stop showing in search results, but will continue to spin on sites (sites) included in the YAN. If you do not need this, then check the box "Stop impressions in YAN when a new phrase is disabled in the search."

What follows, in my opinion, is a useful function that should be left active - Autofocus (phrase refinement). If it suddenly turns out that you, due to inexperience or accidentally, have chosen the wrong words for which your ad should be shown, then the Autofocus function will be able to make the necessary changes to correct the situation.

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

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

With Autofocus active, Direct will add the necessary, in its opinion, minus and plus words, but will not affect yours. As a result, your CTR will most likely increase and you will be notified that this option is being used. If it is not possible to increase the CTR to the proper level the first time, Yandex will apply Autofocus again until the desired result is achieved. 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 detail.

The manual mode, if you have the proper experience, will allow you to increase the profitability of your campaign, but at the initial stage, it is probably best to use one of the automatic strategies, for example, "Weekly budget", when you set a spending limit per week and determine the maximum possible price clique.

When using the manual strategy “Highest available position”, you need to remember that you control CPCs yourself, and there is no budget limit in Yandex Direct, which can lead to unplanned fast spending.

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

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

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

We move on. Site monitoring will allow you to disable ad impressions if your resource is suddenly unavailable (broken). This stray will only work correctly if you have . You can read about how to activate in the metric at the link provided.

A tick in the "External Internet statistics" field will allow you to track the success of your advertising campaign through such hit counters as .

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

Next important option in the settings - this is "Calculation of prices by positions". Here you can check the box “Ignore 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 do not take into account those who have this moment ran 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 Yandex.Direct. Please note that the maximum length of the title is limited to 33 characters, and the text is limited to 75 characters. When typing, the available number of characters will be displayed next to it.

Next, we need to bind by keywords by clicking on the "pick up" button in the "New keywords" field. As a result, a familiar one will open to all of you in a somewhat cropped version. Check the boxes next to the ones that apply to you. keywords and click on the "Add" button.

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

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

Cost per click, auto broker and getting into the special placement of Yandex.Direct

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

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

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

If someone outbids your bid in the "on search" column and squeezes above you, the algorithm will start increasing your cost per click to the value that you specified in the "maximum" column.

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

You should set CPCs depending on the number of visitors you need and their ability to offset your costs for paying for the Yandex Direct context. It is desirable, of course, to set such a maximum CPC to get at least guaranteed impressions, but this already depends on the specific situation.

When the cost per click drops below the guaranteed impressions, the 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).

Entry into special accommodation for a short period of time can be used for announcements like "office lunches" when you need a lot, 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 cost per click for all keywords, then click on the "Next" button and on the page that opens, send your ad for moderation, because not all texts can be placed in Yandex Direct.

How to reduce costs and increase the return on campaigns in Yandex Direct

But one of the most significant factors is likely to be the correct composition of the title and text. The importance of this factor is very difficult to overestimate, but we can give a few general advice on correct compilation of ads 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 face of Google AdWords and Begun. Although, the latter should not be taken seriously due to the small 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 for Direct.

To say that AdWords is much better than Yandex advertising is probably not correct. But by and large, it has more flexible settings (due to this, it is somewhat more difficult to master) 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 as much 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 as many calls and purchases as on the last day of the week.

Those. “identity for identity” will work, but in Yandex it will turn out much faster, because the target audience on this request is looking for information mainly in the mirror of the Russian Internet. But there are also such requests where the target audience will mainly search for answers in Google, but still most of the commercial consumer inquiries Russians are looking for it in the domestic search engine.

But nevertheless, Google Adverts has one trump card that is not in its Russian counterpart (probably, Ya. Bayan does not count, because this is actually a separate advertising agency) - the opportunity for a penny. Banners, in contrast to the context, are not required, and by and large are not able to attract visitors to the site, unless they are designed in the form of .

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

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

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

Hello, friends.

In this article, we will learn how to make Yandex Direct contextual advertising yourself. At what we will do it completely free of charge, and without the help of so-called "professionals".

Of course, if you wish, you can trust him to set up contextual advertising. But I would still advise you to first figure out what it is and how it works. So you can at least qualitatively control the performers.

And to begin with, let's deal with the basic concepts of contextual advertising.

Choosing an advertising strategy

The first thing you need to do is choose a strategy. Contextual advertising, in fact, there are two different types. The first type is search contextual advertising, and the second is YAN ( Advertising Network Yandex).

Both of these systems are configured in the Yandex Direct interface, but they differ completely - from the keyword selection strategy to the setting of bids per click.

YAN, on the contrary, is shown to people even if they have never looked for anything like that. They just went to sites of similar subjects, or were interested in something similar. We (or rather Yandex) calculate these people by behavioral factors and show them our ads.

Search contextual advertising is more conversion. This means that people who come to you from a search are more likely to buy your product than visitors from YAN. And this is natural, because these people themselves were looking for what you offer in the search. In the case of YAN, people themselves are not specifically looking for anything.

We are trying to quickly interest them and warm them up practically from scratch. And so the conversion numbers there will be much lower.

What to choose advertising if there is no money?

The Yandex Direct auction system gradually raises and raises rates. And for some particularly competitive queries, the cost per click has already reached the maximum allowed value of 2500 rubles.

Here, of course, there are options for how to pay less than competitors (see below). But in general, you can’t get away from the rate per click. If it says - you have to pay at least 30r. per click to show your ads on the search results page, then you will be forced to pay them.

In YAN, things are a little different. There, the price per click depends only on you and your budget. You can also bet 10. per click, and 3p. per click. This will only affect the speed of typing the required number of clicks. You can find more details in the article "How to set up YAN yourself".

If people hardly search for your product directly, and you first need to “make them want it”, or if you don’t have enough money yet to fight competitors in search advertising, see how best to use YAN.

Of course, there are more ways to use YAN for retargeting and boosting search ads. But that's for some other time.

How to pay less for ads than competitors

There are very specific indicators of "well-done" contextual advertising - you pay less per click than your competitors. At the same time, you get much more clicks than the same competitors. And besides, you get a higher percentage of sales from your clicks.

All this becomes possible thanks to the correct selection of keywords and the correct compilation of the ad. See how this happens in Yandex Direct search contextual advertising.

Yandex makes money the moment someone clicks on your ad (that's why it's called pay-per-click advertising).

That is, the very fact of showing your ad when a user enters a particular query does not bring any money to Yandex. Therefore, he is interested in your ad being clicked on as often as possible. This contextual advertising even has such an indicator as CTR (click-to-rate) - the ratio of the number of impressions of your ad to the number of clicks on this ad of yours.

The higher your CTR, the more Yandex loves you — it doesn’t have to show your ads in vain. It is believed that Yandex has a regular auction system for displaying ads - whoever sets the CPC higher will show them higher and more often. But in fact, everything depends not on the cost per click, but on the CTR. Let's get to specific numbers.

An example in numbers - how Direct works

Let's say your competitor has a price of 10 rubles per click, and his CTR is 1% (for every 100 impressions, his ad is clicked only 1 time). Therefore, for every hundred impressions of this ad, Yandex earns 10 rubles.

Your situation is different. You set a cost per click of only 5 rubles. But at the same time, the CTR of your ad is 10% (for every 100 impressions, your ad is clicked 10 times). And in your case, Yandex is already earning 50 rubles from the same hundred ad impressions.

What ad do you think Yandex will show more often and higher? Of course, yours, because 50 rubles of earnings is more than 10 rubles of earnings. And he has to do the same job - exactly one hundred times to show the ad on the search results page.

Conclusion - we need to strive to ensure that the CTR of our ads is higher than that of competitors. And the main thing that affects the CTR is relevance your ad to the query that the user entered in the search bar.

If a user types in “buy a sports bike” and an ad with the heading “Buy bikes” is displayed, then this is one level of relevance. And if an ad with the heading “Buy a sports bike” is shown on the same request, then this is a completely different level of uniqueness, agree?

That is, we need to make sure that all our ads are as close as possible to what a person is looking for. This, in fact, is called relevance.

In this case, we need to literally use the same words that the user uses to search (and preferably in the same order). This is how the human brain works - if it searches for "Olympic tracksuits", then it will much more readily respond to the heading "Olympic tracksuits" than to "Olympic tracksuits". Although in essence it is the same thing.

And all because human attention is very scattered when working with the Internet. We grasp information only with a piece of our subconscious, peripheral vision. We have certain words in our head with which we formulated the request - and it is these words that we crave to see.

Thus, we need to ensure that for every possible request and wording of the request, we display an ad with the corresponding words, with the same wording.

By the way, that is why it is considered good form to make advertising campaigns in Yandex Direct for 2000 - 3000 key queries. We need to cover the maximum number of possible wordings, and make our own unique announcement for each wording.

A few words about "professionals"

Often entrepreneurs believe that ordinary mortals will never be able to cope with this task. So they hire "professionals" and hope that they will do all the work simply because you paid them money (and sometimes a lot of money).

Unfortunately, no one will be able to spoil your advertising campaign like professionals. There is a reason why they will never give you the result you want. Here I will not dwell on this in detail.

The main thing that you must understand is that you can do this work yourself. At what you will make it much better, and completely free. If you learn this, then at least you will be able to tightly control the directors, who generally disband, as soon as they sense the incompetence of the customer.

And now let's actually analyze how to make an advertising campaign in contextual advertising for a couple of thousand key queries in one evening.

How to pick up 2000 keywords in one evening

We will do this, of course, not manually. There is a very good and free tool called SlovoYob (no kidding, that's what it's called). That's it, and it will allow you to quickly pick up a lot of key queries.

At its core, it is a parser program. That is, it parses the Yandex service, which is called Wordstat. Of course, you can also manually select queries through the same Wordstat, but this will take you several months.

Before starting work, we need to download this very SlovoBOY (let me call it that here) from this link. And it is important to set it up correctly. The speed of the program will depend on the settings. I will write more later in a separate article.

Next, you need to make a list of the main keywords in your niche. If you sell glasses, then these will be: “buy glasses”, “order glasses”, “glasses of such and such a brand”, “glasses price” and others. These are the biggest keywords people are looking for your product for.

Next, you insert this entire list into SlovoBOY and start parsing it. That is, the program automatically accesses the Wordstat service and collects smaller key queries based on those that you specified.

If necessary, set the region so that the program collects keys only for your city or region.

Depending on the niche, SlovoBoy can get you up to 2,000 searches for every big keyword you add. And after that, the most important part of the work begins - weeding out unnecessary keys.

Keyword filtering

Even at the stage of collecting keywords, you can immediately specify "negative keywords" in the search settings in SlovoBoe. This means that the program will immediately exclude those keys in which it eats certain words that do not suit you.

For example, you are not in the business of selling sunglasses at all. Then put "sunscreen" in the list of negative keywords.

But still, this will not save you from manually filtering the collected keywords. You can do this directly in the program interface, or first export the list of words to Excel (whichever is more convenient for you).

Next, you need to go through the entire list and remove those keywords that definitely will not bring you any customers. With the same glasses, you can have it “buy a case glasses”, or “order children's glasses”, or “WoW blood troll glasses price”.

Here you need to concentrate as much as possible and try not to miss anything (although you still miss something). Therefore, it is better to do this work in the morning, when you are fresh and cheerful.

And in two or three hours you will have a ready-made list of clean keywords, with which you can continue to do your contextual advertising.

Compiling ads

In order for your PPC ad to be eligible, it must meet three requirements:

1. Keyword in title. There must be a direct occurrence of the key in the header. Yandex even somehow cited statistics on how much this increases the click-through rate of an ad. It turned out to be a lot. Don't forget that the keyword is in bold and this also grabs the user's attention.
2. Keyword in the ad body. It's the same principle here - bold and 100% relevance of your ad to the user's query.
3. Call to action in the body of the ad. We need a person to click on the ad. Therefore, we write like this: click, see here, in more detail, click and so on. The main thing is not to write something like “Order” as a call to action. He can’t order anything yet—you have to click first. Therefore, this is a bad "call-to-action".

Here it is important for you to understand that you should have exactly as many ads as you have found keywords. If there are 2000 keywords, then you should have 2000 ads. One for each individual keyword.

Only in this way will we achieve 100% relevance of ads to queries, which means a higher CTR, which means a lower cost per click than competitors (even if we show up higher than them and get more clicks than them).

I understand that manually compiling 2000 unique ads is very difficult. Therefore, I have prepared a special tool for you - an excel file that will make you hot ten thousand ads in just a few mouse clicks.

This tool, as well as instructions on how to use it, you get as a bonus to my video course. Highly recommend.

By the way, here is one video tutorial from the course. In it, I just show you how to properly compose ads for Direct, and how to use this magical program.

Video - how to make 2000 unique ads in a couple of minutes

Conclusion

Of course, this is not the end of setting up contextual advertising. We will need to upload ads to direct, set bids, connect the program for automatic bid adjustment, learn how to do end-to-end analytics, and much more.

But I hope you have understood the main points, and this is enough to make contextual advertising yourself. I will be grateful for comments.

Don't forget to download my book. There I show you the fastest way from zero to the first million on the Internet (squeezed from personal experience over 10 years =)

Hi all! Many of you have probably already tried running ads in Yandex.Direct. And how, well? I see tomatoes flew at me ... Competently produced setting up Yandex.Direct- this is what the whole success of advertising lies in, when setting up anyhow - you will lose

All your investment in it financial resources days, or even minutes.

How to set up Yandex.Direct correctly

I will use my own example. There are several very important points in setting up Yandex.Direct, on which EVERYTHING depends! Go.

1st step of setting up Yandex.Direct

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

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

And now we begin the debriefing. I have indicated the most important Yandex.Direct settings, since the rest are clear even to a schoolboy, otherwise it makes no sense to launch 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 mail, which will receive data on budget expenditure, company shutdown, etc.

3 . The strategy is where the system will strive to show your ad, in which of the blocks, everything here depends on the cost per click, we will discuss this a little lower. The best option is to put it as in the screenshot, the special placement block is ads above the search results, and with a minimum cost per click, you will always save your budget and at the same time be shown in the coolest place where they click the most (special placement).

four . Set the region in which you are moving. I put - the whole of Russia.

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

6. Thematic sites are YAN, that is, your ads will be shown on those sites that people have visited from a search for queries that match your ads. We turn off to hell (set - 0%), they are unprofitable - I checked it not once, they only eat "loot", although you know better.

7. We remove the daw immediately, again - "loot" into the river.

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

Step 2 of setting up Yandex.Direct

Here it will be even more interesting. The most important moments are coming. I must say right away that for me the most the best option advertising is one keyword for one ad, again, judging from my own experience.

10. Headline - it should be catchy, enticing and be sure to 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, press the selection of words, or it’s better to do it in Yandex.Wordstat in advance, I talked about this in detail. LF and MF requests are the most effective. On the example (see screenshot), I chose - website promotion (more than 7000 impressions). Always look to the right allowable amount 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 specific, unique and call to action.

13 . Quick links - I advise you to put (on the example - I did not set), 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 did not put them on, they are usually indicated by those who do not have a website.

We go down below.

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

First, set your promotion region, this is a prerequisite for competent Yandex.Direct settings.

15. Add 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 don’t need at all.

For example, we advertise that our studio is engaged in website promotion for money and nothing more, but even then the ad will be shown when people type “what is website promotion”, “free website promotion”, which will not bring targeted visitors at all, and if click, then money will fly into the abyss. Do we need it? NO! We need only an interested audience, so we will 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 will be a big mistake. To achieve the maximum return on advertising, setting up Yandex.Direct should be done only with pens, no machines - and you will get an awesome result. Checked! Click to clarify.

18. We ruthlessly mark with jackdaws everything unnecessary, that 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 (show the number of impressions with stop words). Important, you need to scroll through all the pages of phrases (click below - next) and mark all unnecessary words. Thus, the advertising budget will decrease tenfold (see forecast), depending on the chosen keyword.

After all the marked ones, click below - apply, then copy all these stop words with the keyword in the upper field and paste them into 14- pick up words and press - arrange and clarify. If, according to Yandex.Metrica's statistics, it is clear (already when advertising is running) that people come in for some "left" words with a keyword, then they can always be added to the stop words.

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

3rd step of setting up Yandex.Direct

Here you go. The last step remains to smartly set up Yandex.Direct. Click - next.

Do not pay attention to the prices (screenshot), I put all this as an example. The main thing for us here is the indicated points, the rest is useless.

19. In the box in the middle, we set the cost per click manually. If you set one of those prices that are 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 lower), then you will appear in impressions, only this will not always be and not on the first page of the search results, but on the 2nd ... etc. I advise everyone - do not save too much (if the price is adequate), it is better to immediately fly into one of the blocks.

20. It is this price that will be debited for clicking on your ad, it is often less than you set for entering blocks, since everything here depends on competitors and their rates. One of the main aspects of properly setting up Yandex.Direct is the ad text that entices people, then it is often clicked on during impressions, and your CTR (impressions and clicks ratio) increases, as a result, the search price for you will decrease even more and vice versa - increase with a low CTR. These are the algorithms, friends and comrades. It's a bet, it's a game, it's 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 keep an eye on the changes in the rates of running advertising, so you can hone it to a jeweler's accuracy.

Outcome

So we have analyzed the step-by-step steps for setting up Yandex.Direct, if something is not clear or you need advice, ask in the comments, we will continue the debriefing. I want to point out one more important point, after I created an ad for keywords from articles, these articles quickly approached the top and stay there. Many webmasters 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 the request is typed in a search engine.

Attention! Updated article on setting up Direct 2017

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My services for setting up Yandex.Direct

Friends, in the last months of 2017-2018, Yandex.Direct saw several changes both in the service interface and in the offered settings functions. 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 kind of self-proclaimer with a bunch of epithets about myself and blah blah blah promises all over the Internet, but a recognized professional in Yandex contextual advertising. Authentication of my specialist certificate - .

Look on the Internet and see for yourself that the prices for professional Yandex.Direct customization services start at 10,000 rubles and reach hundreds of thousands of rubles. At the same time, the quality of these services offered is unknown, someone works for honesty, and someone just to rip off the last money from you.

I offer you the Yandex.Direct setting for the lowest price - exactly 3000 rub You won't find it cheaper anywhere. And it will be a perfectly tuned ad that works to make a profit for you. When creating ads, I use the most powerful and effective tools:

• Parsing keywords from such services 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 SpyWords service and through Key Collector.
• Jewelry selection of keywords, filtering out stop words, distribution of keywords by thematic groups for the subsequent creation of ads for them.
• A clear permutation, if necessary, I will connect Yandex.Metrica and create a .
• Using Excel and a number of other relevant programs to create high-quality advertising.
• And many more features, including my more than 3 years of experience as a Directologist.

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