3 quick ways to make your Yandex.Direct advertising more effective

Macro and Micro Conversions

imageHowever sad it may be, during my work I often encounter advertising campaigns in which goals and events in Yandex.Metrica and Google Analytics are not configured. Therefore, if you still do not have them - set up quickly and decisively. Without them, we will lose a significant part of the data for further analytics of our advertising.

What do I mean by setting goals? This is the definition of macro and micro-conversions and the creation of events for them in analytics systems. Macro conversion can be - sending an application from the site, paying for an order in an online store or ordering a call back. These are the actions - which are the main goal of our site. Micro-conversions are the actions of visitors who have not yet acquired anything or left their data, but clearly show their interest in the product - visiting more than 3 pages of the site, the duration of the session is more than two minutes, or interacting with the contact form without sending data. Using these two sets of conversions, we can cover a much larger layer of data - not only the advertising campaigns and ads that led to the order, but the rest of the transitions.

Conversions by hours and days of the week

I would recommend using this type of advertising optimization only for YAN. Since if people are looking for something in the search, then most likely they need a service urgently or in the near future. An equally good quality search application can arrive at either 8pm or 4am. And if a person came to your site at 4 o’clock in the morning, rummaged through it and left his contacts, believe me, the client is standing;).

Steps to create the required report:
  • Create a new report in Metric.
  • Segment - Sources - the advertising campaign you need.
  • Groupings - Day of the week or Time of visit by the hour.
  • Goal - Choose the goal for which we will track. In our case, sending contact information from the landing form.

Conversion report by day of the week.

We see that the conversion on Saturday is much higher than other days of the week - there is a reason to raise rates for Saturday to get more traffic, and, accordingly, conversions. Monday is also rich in applications, although the conversion of the source is not so high - we will slightly raise the rates for it.

Having made the same report on the time of the visit, we can see increased user activity at certain times of the day and raise bids in advertising for these periods of time. You can combine these two reports for the most fine-tuning - to track which day of the week and at what time the largest conversion of the site. True, this makes sense only if you have accumulated quite a lot of data to make decisions regarding each day. How much - more on that later.

Based on the data received, I got just this setting of advertising campaign rates depending on the day of the week and time of day.

Also, do not forget to monitor how your budget is spent throughout the day. Does the ad stop in the middle of the day due to lack of budget or high bid? With aggressive bidding on temporary targeting, some days you may quickly spend your budget. The first time after making changes, make sure that you don’t run out of money in an advertising campaign in the middle of the day.

I recommend conducting such optimization 2-3 days after the launch of the campaign and, if possible, once every 1-2 weeks after.

Disable inefficient sites for search and YAN

Another way to increase the efficiency of Yandex.Direct, which unfortunately many people forget, is to turn off "bad" sites for search and YAN.
What is a "bad" site. For YAN, poor sites are those that have a relatively low conversion or too high CTR (from 2%). Both of them equally eat up our budget, which can be spent on sites with high conversion. I like to look at the statistics and immediately turn off the sites right in the Yandex.Direct interface, since these two actions can be done in one report.

Steps to go to the report:
  • Select a campaign and click on "Campaign Statistics"
  • Click on the tab "By site"
  • Select the desired date range and select the target and click "Show."

We sort the report by the number of clicks on the site by clicking on the heading of the “Clicks” column. The first platform you need to disable without fail is m.avito.ru. Why? Because the ad unit is located on this site so that it collects a lot of random clicks, and Yandex stubbornly directs a significant part of your ad’s impressions to it. This is what our report looks like after the first day of ad promotion and without disconnecting sites:

What do we see? In the top there are already platforms with a relatively high CTR and a large number of clicks (marked with checkmarks). Turn them off. Then we sort by CTR in ascending order and turn off all sites where it is more than 2%. The normal indicator is 0.07 - 0.5. All of the above is suspicious of the fairness of the site and the adequacy of the location and size of the ad unit.

Here is an example before and after optimizing a campaign in YAN. The number of conversions increased by 3 times, and their cost decreased by 55%.



A similar optimization can be done in the search campaign. Sort the report by clicks (already another RK):

Here, as sites, we see Yandex search partners. See for yourself whether the conversion from these sources suits you or not.

Instead of a conclusion

How much data is needed to make a decision on the source? How many clicks and conversions do you need? There is no definite answer to this question. What I will say for sure - do not rush to conclusions. Since incorrect conclusions and further actions based on them can only worsen your situation, and then also confuse them in cause and effect relationships. In each case, for a representative sample, we need a different amount of data. Let the advertising work, optimize itself. Build on your business goals - what is the maximum cost of an application for you, what is the approximate conversion of your site, or how many orders you can process.

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