May 18, 2010 at 12:58 Yandex.Direct. Beginner Advertiser Tutorial. Pros and Cons of Direct
After we went through the introductory briefing , it is time to create our advertising campaign in Yandex.Direct.
How to register, select key queries, compose advertisements, send them for moderation, set bids, spend money, etc. - all this is described in detail on the Yandex.Direct Help page . In our articles, we will consider what is not there.
How contextual advertising works
Consider the principle of Yandex.Direct on a simple example. Suppose we sell upholstered furniture. What are we doing? To do this, we register an advertising account in Yandex.Direct, compose an ad with the text “I sell the most furniture in the country”, buy the word (or request) “furniture” from Yandex, and every single day when our beloved user (he is a potential buyer) enters Yandex searches for the coveted word “furniture” in the search bar and pokes on the “find!” button - a mini miracle happens.
Yandex.Direct rummages through its list of ads and pulls out our ad, showing it in one place or another. Further, the potential buyer clicks on the ad, gets to our website, which, quite possibly, he will like and he will make a purchase. At first glance, everything is organized quite simply.
But there are two small “buts” that can upset a beginner:
1. Competition. We are not alone in striving to sell furniture.
2. Assortment. If you think about it, it turns out that the furniture is different: from the cabinets for $ 50 / kg. to sliding wardrobes for $ 3000 / pcs. In the throes of choice, the buyer will rush among sites like a basketball, and not the fact that in the end he will fly to our basket.
The cost of advertising in Yandex.Direct: how much is a click for people?
Remember, and better write it down. Direct rates are dependent on CTR (click-through rate is a “quality” parameter), showing the ratio of the number of impressions to the number of clicks (clicks) on your ad.
For example, if there were 100 impressions of an ad (request) and 10 clicks on it, then the CTR of the ad (request) is 10%. Advertisements for display are ranked using the magic rule (I quote it simplistically). Other things being equal, if you have a CTR = 10% with a competitor, then an ad with a higher bid will appear in a favorable position. Conclusion: the higher the CTR of the ad, the sweeter the life. But alas, not always (more on that later). First conclusion: there is competition in Yandex Direct, which at times turns into a scuffle. At the same time, Yandex itself observes everything that happens with a sweet smile on its face and, as it were, establishes uniform conditions for the game for all advertisers. The second conclusion:
Yandex.Direct advertising is the daily monitoring of competitors and analysis of the market situation. And forget about the high quality of your product, it does not interest anyone.
The third conclusion: do not spray. If the assortment of your store includes sofas, walls and children's furniture - you are obliged to show ads to those who are looking for exactly these products. Broadcast at the request of "country furniture", "bedroom furniture", etc. - A pointless activity that leads to an increase in the cost of a click and a decrease in CTR.
Some naive advertisers will say, “What's the difference? Well, he will see my ad for “bedroom furniture,” so what? You won’t click! And we pay only per click, so that's okay. ”
The answer is simple: every time a visitor sees an ad but doesn’t click on it, the ad’s number of impressions increases (see above for CTR). Thus, the CTR worsens. With the increase in the number of such impressions, the bids necessary to take one or another position begin to rise for you, while the competitors who more carefully approached the compilation of the RK, they remain the same.
Fourth conclusion: Empty impressions of a non-target audience are evil, since they inevitably lead to an increase in the cost of a click.
Direct, like any advertising channel, is not without drawbacks
1. Rich competitors (leads to a temporary, sometimes significant increase in costs);
2. Rich and smart competitors (can lead a novice advertiser to think about their economic worthlessness);
3. The likelihood of a clique by competitors. The problem is solved by technical means, but it takes time.
4. Slowing down statistics (alas, the lack of large and complex systems);
5. Some other horror stories, about which, perhaps, keep silent.
And now five news, and all good
Efficiency-1. Today I posted an ad, and after 30 minutes you risk sitting at the cash register and yelling that there is urine “Free cash desk!”. Compare with 2 months (those who know and correct) to the optimization, which go to the "conclusion to the TOP such and such." But often the optimization process ends with the question “Where is my loot?”.
Efficiency-2. Advertising on Yandex.Direct is today the shortest, relatively inexpensive and effective way to the wallets of adored customers.
Mobility. The ability to always be up to date and influence the "course of history." Change texts, bids, turn campaigns on and off, add new requests. Not only is this correct, it is also very interesting! At the same time, learn to understand your customers, your business, and your hated competitors.
Simplicity (or better understanding) A wonderful opportunity to communicate with a client in the “here and now” format: tell them about all kinds of promotions, new prices, sales for senior citizens, pour mud on neighboring ads, competitors and other villains;
Monstrous profitability with an appropriate level of margin in the transaction. Invest a little (money, but not brains) - earn a lot. And what are the competitors? Competitors, as they should be, quietly smoke on the sidelines.
Well, isn't that what every businessman dreams of?
How to register, select key queries, compose advertisements, send them for moderation, set bids, spend money, etc. - all this is described in detail on the Yandex.Direct Help page . In our articles, we will consider what is not there.
How contextual advertising works
Consider the principle of Yandex.Direct on a simple example. Suppose we sell upholstered furniture. What are we doing? To do this, we register an advertising account in Yandex.Direct, compose an ad with the text “I sell the most furniture in the country”, buy the word (or request) “furniture” from Yandex, and every single day when our beloved user (he is a potential buyer) enters Yandex searches for the coveted word “furniture” in the search bar and pokes on the “find!” button - a mini miracle happens.
Yandex.Direct rummages through its list of ads and pulls out our ad, showing it in one place or another. Further, the potential buyer clicks on the ad, gets to our website, which, quite possibly, he will like and he will make a purchase. At first glance, everything is organized quite simply.
But there are two small “buts” that can upset a beginner:
1. Competition. We are not alone in striving to sell furniture.
2. Assortment. If you think about it, it turns out that the furniture is different: from the cabinets for $ 50 / kg. to sliding wardrobes for $ 3000 / pcs. In the throes of choice, the buyer will rush among sites like a basketball, and not the fact that in the end he will fly to our basket.
The cost of advertising in Yandex.Direct: how much is a click for people?
Remember, and better write it down. Direct rates are dependent on CTR (click-through rate is a “quality” parameter), showing the ratio of the number of impressions to the number of clicks (clicks) on your ad.
For example, if there were 100 impressions of an ad (request) and 10 clicks on it, then the CTR of the ad (request) is 10%. Advertisements for display are ranked using the magic rule (I quote it simplistically). Other things being equal, if you have a CTR = 10% with a competitor, then an ad with a higher bid will appear in a favorable position. Conclusion: the higher the CTR of the ad, the sweeter the life. But alas, not always (more on that later). First conclusion: there is competition in Yandex Direct, which at times turns into a scuffle. At the same time, Yandex itself observes everything that happens with a sweet smile on its face and, as it were, establishes uniform conditions for the game for all advertisers. The second conclusion:
Если ваше произведение CTR на выставленную в аукционе ставку больше чем у конкурентов - Ваше объявление располагается на более лучших позициях
Yandex.Direct advertising is the daily monitoring of competitors and analysis of the market situation. And forget about the high quality of your product, it does not interest anyone.
The third conclusion: do not spray. If the assortment of your store includes sofas, walls and children's furniture - you are obliged to show ads to those who are looking for exactly these products. Broadcast at the request of "country furniture", "bedroom furniture", etc. - A pointless activity that leads to an increase in the cost of a click and a decrease in CTR.
Some naive advertisers will say, “What's the difference? Well, he will see my ad for “bedroom furniture,” so what? You won’t click! And we pay only per click, so that's okay. ”
The answer is simple: every time a visitor sees an ad but doesn’t click on it, the ad’s number of impressions increases (see above for CTR). Thus, the CTR worsens. With the increase in the number of such impressions, the bids necessary to take one or another position begin to rise for you, while the competitors who more carefully approached the compilation of the RK, they remain the same.
Fourth conclusion: Empty impressions of a non-target audience are evil, since they inevitably lead to an increase in the cost of a click.
Direct, like any advertising channel, is not without drawbacks
1. Rich competitors (leads to a temporary, sometimes significant increase in costs);
2. Rich and smart competitors (can lead a novice advertiser to think about their economic worthlessness);
3. The likelihood of a clique by competitors. The problem is solved by technical means, but it takes time.
4. Slowing down statistics (alas, the lack of large and complex systems);
5. Some other horror stories, about which, perhaps, keep silent.
And now five news, and all good
Efficiency-1. Today I posted an ad, and after 30 minutes you risk sitting at the cash register and yelling that there is urine “Free cash desk!”. Compare with 2 months (those who know and correct) to the optimization, which go to the "conclusion to the TOP such and such." But often the optimization process ends with the question “Where is my loot?”.
Efficiency-2. Advertising on Yandex.Direct is today the shortest, relatively inexpensive and effective way to the wallets of adored customers.
Mobility. The ability to always be up to date and influence the "course of history." Change texts, bids, turn campaigns on and off, add new requests. Not only is this correct, it is also very interesting! At the same time, learn to understand your customers, your business, and your hated competitors.
Simplicity (or better understanding) A wonderful opportunity to communicate with a client in the “here and now” format: tell them about all kinds of promotions, new prices, sales for senior citizens, pour mud on neighboring ads, competitors and other villains;
Monstrous profitability with an appropriate level of margin in the transaction. Invest a little (money, but not brains) - earn a lot. And what are the competitors? Competitors, as they should be, quietly smoke on the sidelines.
Well, isn't that what every businessman dreams of?