In this article, we will talk about the Yandex Direct contextual advertising system. We will figure out how advertising works in Direct, how much it costs and how to launch it.
Types of advertising in Yandex Direct
Table of Contents
How much does advertising cost in Yandex Direct
How to create an account for advertising in Yandex.Direct
How to launch advertising in Yandex Direct
How to create an ad: basic rules
Moderation of ads
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Types of advertising in Yandex Direct
To understand how to advertise in Yandex Direct, you need to understand what kind of service it is and what types of advertising exist in it. Let’s start in order.
Yandex Direct is a tool that places contextual advertising on the Internet . This advertising takes into account the context – how the user formulates their request, where they are, what they are interested in.
There are two types of advertising in Yandex Direct: in Search and on sites that are part of the YAN – Yandex Advertising Network .
Search ads appear at the top and bottom of search results. Typically, the first three or four links are ads.
Search advertising, which is correctly configured in Yandex Direct, is very effective. Such advertising is shown to users who themselves formulated a request for a product or service. That is, a business does not need to guess what to offer a potential buyer.
Search is not the only place to launch ads in Yandex.Direct. There is also the Yandex Advertising Network, which includes tens of thousands of sites with a daily audience of more than 65 million users .
Also, the types of advertising in Yandex.Direct differ in content and delivery principle. Advertising in YAN is more general and is based on the interests and behavior of the user. The algorithm remembers what a person did on the Internet, and, based on this knowledge, offers advertising of those goods and services that are most likely to be of interest to the user.
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How much does advertising cost in Yandex Direct
In Direct, the advertiser pays for user actions – clicks and conversions. These metrics evaluate how effective the site’s advertising in Yandex Direct was.
A click is a click on an ad. And conversion is the number of visits by users who performed a target action: bought, left a request, registered.
The advertiser himself determines how much he is ready to pay for a click and conversion. But you should not set the price too low. Otherwise, the ad will lose in the auction with other advertisers and fewer people will see it.
The price of advertising in Search is affected by the competition for the query — that is, how many advertisers want to show their ads through Yandex Direct for the same query as you. For some queries, advertisers can increase rates because this query is more convertible for them than others.
The cost of advertising in YAN depends on the relevance of the user’s interests. When people browse product catalogs, watch TV series, read articles, search for information on the Internet, the system remembers their actions.
For example, if you sell brooches by Baroque masters, then a relevant user for you will be a person who is interested in Baroque jewelry art. Attracting such a user through advertising in Yandex.Direct will cost more. And attracting someone who is interested in teddy bears is cheaper.
The quality of the ad also affects the price of advertising in both Search and YAN . When creating an ad, the system gives recommendations on how to fill it out. It is important to follow them, otherwise the ad will be of poor quality.
Users click less on low-quality ads. Because of this, each click becomes more expensive. Such ads are shown less often in YAN and appear lower in Search.
In general, it is impossible to say exactly how much advertising costs in Yandex.Direct. You need to launch a campaign, see how it pays off, and optimize it. To evaluate the effectiveness of advertising, Yandex itself recommends starting with a budget of 6 thousand rubles. If you top up your budget with this amount, Yandex will give you a promo code for 3 thousand rubles and set up an advertising campaign for free.
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How to create an account for advertising in Yandex.Direct
Registering with Yandex Direct is easy: you will need an email address on the Yandex domain and a phone number.
To start working in the system, you need to click on the “Register” button.
On the next page, you need to select the country and currency. You cannot change these settings later. Then you need to enter your email, phone number and click the “Start using the service” button.
Next, the service will offer to create your first ad in Yandex Direct using the campaign wizard. The campaign wizard is a simplified form of setting up ads. It is great for a quick start or test launch of ads in Yandex Direct.
It is worth setting aside a small budget for such a campaign and testing hypotheses. This way you will be able to learn how to launch advertising in Direct, get to know the service, collect data for analysis and creation of new advertising campaigns.
To set up advertising in Yandex.Direct more flexibly and get more opportunities, you need to select the option “Switch to expert mode”.
Advertising in Yandex Direct will be effective if you set up your advertising campaign correctly. To make it easier for you at the launch stage, we will share the algorithm for setting up advertising in Yandex Direct.
Step 1: Give your campaign a name and specify a page
The system will offer to launch a text and graphic campaign by default. This is one of the most universal and effective types of advertising in Yandex Direct. As an address, specify the page that users will be redirected to when they click on the ads.
Step 2: Select a location to display your ads
Direct offers three options.
When setting up advertising in Yandex.Direct, it is better to choose either “Yandex Search” or “Main Page and Yandex Advertising Network”. If you choose “Search, Main Page and Yandex Advertising Network”, it will be difficult to separate advertising results and optimize campaigns. And the format of ads for Search and YAN is different. If you launch one ad on all sites, the advertising will be less effective.
Step 3. Enter the Yandex Metrica counter number
This is a very important step when setting up contextual advertising in Yandex Direct. If you do not add the counter number, Direct will not be able to track what actions users perform on your site. This means that you will not be able to evaluate the effectiveness of advertising and will not be able to optimize it for target actions.
Step 4: Choose a strategy
There are four strategy options in Yandex Direct.
Conversion optimization is the easiest to set up and most effective strategy in action. It allows you to choose which target action on the site the advertising campaign will be optimized for.
And when optimizing conversions, you can pay money only for achieving the selected goal. This option is connected in the “Payment for conversions” column.
For example, if the goal is to buy a product, the advertiser will pay only for users who paid for the product and got to the “Thank you for your purchase” page. The advertiser will not pay for a user who added the product to the cart or simply visited the site.
It is also important to limit your budget for the week when choosing a strategy. If you don’t do this, Direct can spend the entire amount in a few hours or days.
Step 5: Set up your display schedule
In this block, you can set up when the campaign will start and end its work, what days and hours the ads will be shown. At the start of a new campaign, you should not get carried away with fine settings. It is better to set daily display of ads. When you receive the first results of the campaign, these settings can be changed.
Step 6: Add contact information to your ads
This way, the user will be able to see what hours the company works and where it is located. Direct takes contact information from the list of Yandex Business organizations. If the company is not there, it should be added.
Step 7. Set additional settings
Here you can set adjustments and negative phrases, run experiments, enable advanced geographic targeting and take advantage of other advertising opportunities in Yandex.Direct.
How to create an ad: basic rules
We will analyze how a text and graphic ad is built. It consists of two headings, text, a display link of clarifications and quick links.
There are many character restrictions in a text and graphic ad. They must be observed, otherwise the ad will not be launched. To better understand the restrictions, study the table.
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Moderation of ads
After creation, the advert is sent for moderation. It lasts from half an hour to several hours.
If the ad does not pass moderation, Direct will offer to correct it. And if it does pass, the advertising campaign will be launched.
In order for an ad to successfully pass moderation, you must adhere to character limits, write without errors, not use emojis, and not deceive users.
