According to statistics, the system "Yandex" serves more than50% of searches of users of the Russian-speaking Internet. This giant corporation today is no longer just a search engine, it is a whole marketing complex for the promotion of sites on the open spaces of the Runet. That's why web professionals and owners of their own resources should be able to work with Yandex.Direct, the main tool for SEO promotion and contextual advertising on the Web. In this article you will find a detailed description of how "Direct" ("Yandex") works, what functions it provides and how to connect them step-by-step.
So, if the reasons are:"Yandex" - the most global search engine in Russia and CIS countries "- not enough, here are a few more arguments to promote your resource through such contextual advertising. We will discuss how "Direct" ("Yandex") works:
The advantages are obvious.And now we will learn how to work with Yandex.Direct - the instruction, tells about the connection of contextual advertising, setting up the retargeting, creating an auction and summarizing the advertising campaign using web analytics.
The first step on the way to promoting the resource isaccount registration. We enter in the search line "Yandex" - "Direct", go to the first link and click "Register." Here you enter all the necessary data, specify the country and choose the "Professional version" of "Yandex.Direct".
To create an advertising campaign, go tothe corresponding tab, select the start and end dates, specify contacts for communication. If you need a hard geo-referencing, select the appropriate field in the "Refine" menu. Also, we indicate negative keywords, that is, those queries that you will not be reflected to exclude non-targeted traffic and inefficient spending of the budget for clicks.
Specify the campaign budget and select the sites wherethe ad should be displayed. How does "Direct" ("Yandex") work in this case? If you are a seller of complex medical equipment, and do not tick the line "Do not take into account user preferences," your users will see users of different resources, regardless of whether they need a line for the pharmaceutical plant or not. You also need to advertise only interested users, for example, from thematic medical sites, so in this case, you must take into account the preferences of users. Accordingly, you must check the box next to the required line.
And vice versa. For example, you are a pizza seller.It is very difficult to find a thematic resource for your advertising, as everyone pies at the pizza - visitors to the medical forum, and people who are looking for movies online. Therefore, in the line "Do not take into account user preferences" in this case, the mark is not recommended.
There are more in-depth settings, for example,stop the ad when the site is not working, bid rates for mobile phone users, unwanted areas and addresses wherever you would like to see your ad. After that, go directly to its creation.
For those who understand how contextualYandex.Direct ", you do not need to explain how to make an announcement correctly. But if you are a beginner, you need to know how to pick up key phrases and what negative keywords are for.
The key word or phrase is thatuser searches in the search bar. How to find them? It's simple: you do not have to show limitless imagination and sit with a large notepad in your hand, remembering synonyms - it's enough to turn to Wordstat "Yandex", enter what you offer, and choose the most suitable ones from the list.
Negative keywords help to eliminate unnecessary requests, so as not to waste the advertising budget. For example, if you sell pizza without delivery to the house, then your negative word will be "delivery".
What else? In the ad, you can accurately place a call to action, for example, "Buy Today - Save Tomorrow!", As well as words-attractors: "discount, free, share" and the like.
Add contacts and links to sections, this will help improve the clickability.
Today, for the qualitative promotion of the site, there is littlejust create a marketing ad and post it on the Internet. In order to really understand how Yandex.Direct works, what is its effectiveness, you need to know about such a concept as retargeting.
Imagine the following situation:Through the search or through the ad you found some visitor. He would have purchased the goods, but the user was distracted or did not allow the finances, and the person decided that he would call on you at another time, but later forgot about it.
The retargeting function that you can configure in"Yandex. Direct, allows you to track these users and return them back with the help of pursuing advertising. That is, a person who once came to you on the site, being on any other resource, will be in place to advertise from "Yandex" to see your ad.
How do I configure it?Preliminary it is necessary to put the counter of visitors from "Yandex. Metrics. " Next, in the line "Conditions for retargeting" click on the button "Add" and set the condition by which users will be grouped. For example, those who were interested in delivery or a particular product.
In addition to how Yandex works.Direct "(advertising), it is also necessary to understand the principle of the operation of the service" Yandex. Analytics". This is necessary in order to assess the effectiveness of the campaign. For this purpose, several tools are proposed in Direct: general, temporary, geographic statistics, in which you can see the number of clicks, impressions and refusals, index-citation, average advertising cost, total budget expenditure. With the help of Yandex. Metrics "can not only track how many users came to the site, but what they did there, what material was viewed, how long and with what result. You can also use external statistics systems - Open Stat and Live Internet.
The last question remains - how much does such advertising and promotion cost? In this we will help answer the question: "What is the auction" Yandex. Direct, "how does this system work and who sets prices?"
Auction - this auction of advertisers, forthe results of which set the price per click in the currency. It is determined for each type of advertising - special placement, dynamic and guaranteed impressions. Thus, the established cost is mutually beneficial for both the advertiser and the company "Yandex".
Thus, we have analyzed how "Direct" ("Yandex") works, how to set up its most important functions and how the price of the click is formed. Successful conversions!
