Roulette of online advertising: Yandex.Direct, Google AdWords

Any entrepreneur, whether it is the owner of a startup or the luminaries of the market, needs advertising. For IT campaigns, a shift in advertising platforms on the Internet is obvious. It is worth starting a search for placement opportunities, as an outrageous amount of advertising from agencies, aggregators, and platforms is falling on a novice advertiser. And many get lost, sign contracts, are conducted on free offers and tempting test periods. As a rule, this leads to an increase in advertising costs with little or no result. At the same time, there are few basic (and effective) ways of placing search and contextual-media advertising. In Russia, these are Yandex.Direct and Google AdWords, for those who are interested in advertising abroad, Bing and Yahoo networks are added.


I went the way of online advertising, having gotten a lot of cones on it and spent quite a lot of money. In my post, I want to outline basic tips that are likely to be useful to those who go online for the first time and have too little budget to spend on experimenting and taking unreasonable risks.


According to the latest data, the share of requests to Yandex is just over 60%, respectively, at first glance, most of the target audience of companies lives in Yandex. However, arguing this way is a direct way to a dead end: a lot depends on the age and interest of users, on the category of devices and so on ... There are many ways to determine where your audience lives, two basic and simplest ones:
  1. compare the number and structure of relevant queries in the "Yandex" Wordstat and the "Google" tool for selecting keywords;
  2. look at Yandex.Merica and / or Google Analytics connected to your site and draw conclusions.

So, Yandex.Direct is a service for advertising on the search and in the Yandex advertising network. It allows you to be placed on various positions in search results, in Yandex services (weather, mail, news, etc.), as well as on partner sites.

What is Yandex.Direct good at?

  • The network of Yandex partner sites consists of high-quality sites relevant to the needs of the advertiser. There are few "empty" sites or resources created for advertising.
  • Yandex.Direct practically does not impose requirements on the quality of landing pages for advertising - in any case, with a low level of landing compliance and the announcement of special sanctions or a decrease in the number of impressions, it will not follow.
  • Yandex.Direct allows you to insert pictures into ads. This is a great opportunity to draw attention to your ad on the content network. There are certain requirements for pictures that are easy to follow. Unfortunately, Yandex has banned the display of images with the company logo or its name.
  • Direct is easy to manage both through the web interface and through Direct. Commander, in which you can perform group processing, make changes, create ad groups.
  • Direct is constantly evolving and includes convenient statistics for monitoring campaign results.
  • Direct has a set of flexible advertising strategies that allows you to work with almost any budget.
  • Yandex.Metrica is a simple and convenient primary analytics tool with great features. Now a new beta has come out - the tool has become even more powerful.
  • In general, with the right settings, the conversion failure rate from advertisements is 10 percent lower than at Google.

Why is Direct bad?

  • The bids in Yandex for popular queries are often higher than in AdWords. And recently, this trend has been catastrophic. So, for showing in the first place, for example, by the word “crm” in Yandex 57.21 cu (1716 rubles), and on Google - 104 rubles. Of course, in fact, both that and that rate are somewhat lower, but the proportions remain.
  • You can get some settings for advertising strategies only through a personal manager
  • Expensive, difficult to target and incomprehensible display advertising (advertising banners).
  • Before starting the campaign, if you are selling software or other intellectual property, you need to write and send a guarantee letter - this is not the most unpleasant moment, but it takes time to start the campaign.
  • Not the most convenient interface for creating and regulating ads, subjectively - even the Commander does not fill this gap.

Tips for Yandex.Direct

  • Set the daily (weekly) budget limit to assess your real advertising costs and not fly into the pipe.
  • Try not to select common words, but words from the “delta-neighborhood” - similar in subject and essence, but in less precise formulations.
  • Use addresses, sitelinks, phone numbers, and dynamic insertions in ads. But wisely.
  • Use retargeting if your site involves appropriate actions.

Google adwords

Google’s search positions are somewhat weaker than Yandex’s, but this does not detract from the possibility and need for advertising on Google and its network. First of all, because Google is used on mobile devices for Android, Google Chrome continues to win users, through Google AdWords you can advertise in applications and on YouTube. And this is already a lot. In order not to be unfounded, I’ll give my personal statistics, for obvious reasons without being tied to a company (for relevance, I’ll stipulate that the sphere is IT, B2B services): almost 45% of site visitors come from Google Chrome browser, a little more than half of all from Google search visitors.

So, Google AdWords is a service for advertising on the Google Search and Ad Network (GDN). It allows you to place on various positions in search results, in Google services (mail, YouTube), as well as on partner sites.

Why is Google AdWords good?

  • A flexible, customizable user-friendly interface for managing all parameters: bids, ads, words.
  • Bids on popular queries are lower than in Yandex.Direct.
  • More tools for hints: keyword selection, GDN planning, Google trends, Google Analytics data.
  • The most powerful web analytics tool is Google Analytics. An absolutely stunning platform that lets you know almost everything about your site and visitors. Paired with Metric makes you armed to the teeth in the face of any advertising activities on the Internet.
  • Excellent remarketing opportunities - both text and banner. At a fairly low cost, you get few conversions, but your brand recognition on the network is growing. And at first (and then) - this is one of the trump cards.
  • Great platforms for advertising on mobile apps, on mobile devices, and on YouTube with a single AdWords interface.
  • To start a campaign, you need a good, clean site, a little time to create a campaign - and no letters. Ideal for a quick start when advertising was forgotten in the heat of project preparation. Moreover, the requirements for the site are strict only at first glance, there are few restrictions and you still need to try to get under them.
  • You can see many statistical indicators and user queries directly in the platform interface, without using other analytics.

What is bad about Google AdWords?

  • Every year, the pool of Google partner sites is getting worse and worse, and, accordingly, advertising on the content network is significantly losing its usefulness.
  • Interesting features, such as device or operating system targeting, are slowly fading into AdWords. Probably, they are not very necessary for the general mass of advertisers, but for the IT sector they are simply irreplaceable.
  • AdWords is extremely demanding on sites and landing pages - if your site is eligible for advertising, it is not a fact that the page will be relevant. A page mismatch with keywords and ads leads to a huge decrease in impressions.
  • Sometimes statistics are late. As a rule, this is not critical for working with advertising.
  • If you don’t keep track of your account, it may surprise you with a sudden increase in cost or a drop in impressions. However, this is true - do not forget about your work.

Tips for Google AdWords

  • Keep track of your account, work, update ads.
  • Keep track of the quality of the site and landing page.
  • Use remarketing.
  • Limit your daily budget and remember that Google can exceed it a little.
  • Closely monitor sites on the Display Network, disable unnecessary places for your ads to display and irrelevant sites.
  • Use all sorts of ad extensions.
  • Work with geographic targeting: for example, in the general case, it’s worth choosing the “people from target location” policy. Those interested in it can eat the budget, but not bring results. For example, Moscow is interested in a student from Saratov who is writing a term paper on “Automation of Food Production”. With a high degree of probability he will click on your ad, go to the site, but in no case will not even become a potential customer. And then he can be shown remarketing and you will pay again for his click, because he has not yet completed the course, and you already know him.

General tips and tricks

Engage your own employees , not third-party agencies, to work with online advertising . First of all, because no one knows your campaign goals and product capabilities better than your employees. For example, for a manager from an advertising agency, the key “drive wheels” is strict and unambiguous, and your employee “in the subject” can easily replace it with “remove the tire from the wheel”, “remove the tire from the disk”, etc. ... It is clear that neither the specific topic, and even less so in the IT-terminology, the agency will not understand - you will still take care of the keywords yourself. In addition, you can easily control both employees and the budget. Do not be afraid of the difficulties of learning - with the help of the sites and training webinars in two months all the necessary fundamentals are learned, in four - the subtleties, then - jewelry professionalism is growing.

Think like a consumer. Imagine that a person wants to change tires for winter. What will he score in the search engine? Rather, something like "change wheels" or "put winter tires" than "fly wheels." Do not complicate your keywords - if the client is looking for something, he most often searches in human language and sometimes makes abstract queries that describe the search object, but do not indicate it exactly.

At least at the first stage, give up budget planning for online advertising. If you are a business owner and you are not strangled by one hundred shareholders and five executives, start working with the budget, and then plan it based on the received real data. The plans formed by Google, Yandex and even an advertising agency lie in both directions and practically do not coincide with reality.

Do not neglect the image on the network. Online advertising may not bring tangible conversions or money that obviously came from the ads, but it makes your brand recognizable. Take at least advertising banners for Google Display Network campaigns - your banners flicker, the product name “glows”, users have product associations with your brand. Even if you just give text ads, it inevitably affects the growth of the search, and it is precisely for brand queries.

Combine Direct and AdWords platforms to reach more potential customers. Choose the site you need to expand with in-depth analysis of real data.

Use Yandex.Metrica and Google Analytics.These systems, even with basic use (without screwing up interesting functionality through the API), provide irreplaceable knowledge about your site, and it is most optimal to use them in combination. Of course, there are discrepancies in the data, associated, for example, with the methods for calculating certain indicators, but in general, an exact trend always turns out. The data obtained from these free web analytics, if correctly interpreted, will allow you to open incredible horizons for working with the site, customers, etc. ...

Trust the help of Yandex.Direct and AdWords - these are the most comprehensive and relevant materials for training and clarifying controversial issues.

Each business chooses its own set of "chips" and tools for promoting the product - these are different channels online and offline, with different efficiency and different costs. If you are limited on a budget or simply do not want to throw money away, I can give a short tip that works: collect information, analyze information, draw conclusions, find problems, implement solutions. Do it all in a cycle - time changes, customers change, you must be at the center of these changes. A positive result will be a good reward for your attention to web analytics and online advertising management.

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