What am I missing in Yandex.Direct?

    Despite the numerous and mostly baseless accusations of “scammers”, “scam” and other nonsense, Yandex.Direct is really the most effective and, I am not afraid of this word, the most convenient contextual advertising system.

    But, as you know, there is no limit to perfection. Let’s try to figure out what users (both ordinary and advertising agencies) lack for complete happiness.

    In my opinion, the implementation of only three sentences can turn Yandex.Direct from the best system into an almost perfect one.

    So, the sentences are in order of importance.


    Problem No. 1 Daily budget - long and tedious

    Everyone (most certainly, especially for the RA) know that there are no rubber budgets. Every day you can’t spend an infinite amount. What to do?

    A certain campaign is being launched, let’s call it “Bank” with the entire amount credited to it. Then, every day, a diligent manager in the morning (evening, afternoon, not the point) transfers the required amounts to the corresponding campaigns. But what if there are more than two hundred such campaigns, for example? Right, hang yourself. Why so much time for a simple operation? And if the manager suddenly became ill for a couple of days?

    Solution to the problem

    We already have a "transfer of funds." So why not automate it for those who really need it? Let’s give users the opportunity to automatically set the daily budget of the campaign or we will automate (with the possibility of on / off) “transfer of funds”. And let the smart, in quotation marks, the robot itself transfer the funds, and the manager will do more important things, for example - monitoring rates.

    Problem number 2: Lack of living space in the interface

    Everyone saw the most convenient daddy in the interface - “Favorites”. A wonderful folder, provided that there are only two bid strategies. For example, you need to keep selected ads in a special placement. But work turns into a nightmare when the number of strategies is more than two. In this case, the Active folder simply loses its meaning. Well, active there, and so what? How do you normally monitor them?

    For example, we have 500 ads in a campaign. One hundred of them must be kept in the SR, two hundred more - in the guarantee, the rest let them hang out in the guarantee or lower. Now let's try to imagine the management of all this economy. That's right, a hell of a job.

    Solution to the problem

    The problem is solved simply. If we take into account that the average number of strategies is 4 (special placement, first place, guarantee, dynamics), then we really lack the addition of a maximum of four more folders with arbitrary names to the interface. Even if we leave overboard aesthetes who want to fall into 1 or 3 special places, they themselves will figure out the display positions even in this situation.

    We give users the opportunity to create 3 new folders, and everything falls into place.

    So, here are our folders:

    Active
    On moderation
    Rejected
    Stopped
    Archive
    Favorites
    All
    Drafts
    Favorites 1
    Favorites 2
    Favorites 3

    The user gives the names to the last three folders (if this is technically possible). If not, it will do without it.

    Yes, there will be more folders, 11 instead of 8, the interface may be overloaded, but this is nothing compared to the comfort and convenience of the new interface.

    By the way, why not just hide folder names without useful content?

    Problem # 3 Effective Ads - Favorites

    Imagine the following situation. We’re setting up 500 ads, getting started, everything is fine. After a week, we analyze the statistics for phrases and see that only 20% of requests are actually converted to transactions. And they, alas, are not at all what we originally assumed. Question: “how to quickly add them to the favorites folder directly from statistics on phrases”? Answer: no way. Kindly sit for hours and sift through a sieve all 500 pieces, marking the ones you need.

    Solution:

    Screw the link “add to favorites” in the interface “statistics by phrases”. In view of the solution to problem # 2, the link may be in the form of a drop-down menu with the names of folders.

    A more preferable option will allow avoiding the load on the interface: we give the opportunity to mark the necessary ads (as in the campaign’s interface) and put them in bulk in the appropriate folders (menu at the bottom of the page).

    PS. I would very much like to hear the opinions of our colleagues in the workshop, and also discuss in the comments possible suggestions for the interface and functionality of Direct.

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