In our new guide to Campaign Wizard, we explain how useful the tool is, what its advantages and disadvantages are, and how to use it to ensure that your advertising brings in customers.
What is Campaign Wizard?
Pros and Cons of Campaign Wizard
How to launch an ad via Campaign Wizard
How to evaluate the effectiveness of a campaign
Expert advice
What is Campaign Wizard?
Table of Contents
Campaign Wizard is an easy way to create ads in Yandex Direct . Unlike the expert mode, the promotion strategy is simpler here because there are fewer settings, and the system fills in some of them automatically. The tool is convenient because it creates a universal ad that is suitable for promotion both in search results and in the Yandex advertising network.
In addition, the Campaign Wizard algorithms analyze every component of all ads and show users the ad version that will give the best results.
The Campaign Wizard is primarily suitable for advertisers with little experience in promoting in Yandex.Direct. Given the small number of settings and many recommendations from the system, the tool can be useful for launching the first contextual advertising. It is usually used by small companies that need help with creating texts and finding a target audience.
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Pros and Cons of Campaign Wizard
Naturally, like any other tool, Campaign Wizard has its advantages and disadvantages.
Pros
✅ Suitable for inexperienced advertisers.
✅ Quick and easy setup that allows you to launch several types of ads at once, suitable for different placements.
✅ All ad details are on one page, making it easy to edit.
✅ In the Campaign Wizard, you can create several combinations of texts and images at the same time. Those that give the best results will be shown more actively.
✅ The ability to test ads created using neural networks.
Cons
❌ Lack of flexible targeting settings that are available in the basic version of Yandex Direct, such as detailed settings for strategies, audience segments, and bid adjustments.
❌ When choosing to upload images from the advertiser’s website, not all photos may be shown, you will have to add them manually.
❌ There is no way to add a list of negative words, this can only be done manually.
You can learn how to use the advantages of the Campaign Wizard correctly, how to mitigate its shortcomings, and in what situations the tool will be most effective in the course “Contextual Advertising Specialist”. In 3.5 months of training, students understand the nuances of setting up campaigns and evaluating the results of promotion, and by the end of the course they already have six projects in their portfolio.
How to launch an ad via Campaign Wizard
Promotion in Yandex Direct via the Campaign Wizard will be easier if you follow the step-by-step instructions.
Step 1. Selecting a site
The campaign wizard creates ads based on the site content, so the first thing you need to do is add a link to it. If the company does not have a site, you can click the corresponding button, and Direct will offer to create one for free using Yandex Business.
If the account linked to Direct has access to several Yandex Metrica counters , you can select one of them. After adding the site, you must click the “Next” button.
Step 2: Setting up a campaign
The next step is to set up your advertising details.
Headlines and texts
The campaign wizard will automatically generate suitable ads for promotion in Yandex.Direct. In addition, there is an option to add your own headline.
Images
In the settings, you can also select up to five images that users will see in the ads on YAN sites . There are three options:
● images generated by a neural network;
● images from photo banks;
● photographs from the advertised site.
In each option, the Advertising Campaign Wizard allows you to select suitable images and delete unnecessary ones by clicking on the cross in the upper left corner of the image. In addition, you can add other photos to any of these options by uploading them from your computer.
Video
In the Campaign Wizard, you can add a maximum of two videos up to 60 seconds long and weighing no more than 100 MB to your ads.
Quick links
They help make the ad bigger, and therefore more noticeable. In the Campaign Wizard, it is worth adding links, for example, to the contact page or price list.
Neural network ads
Enabling this feature in the Campaign Wizard allows you to automatically create new ads in Direct using artificial intelligence. They will be created 48 hours after the advertising campaign is launched and moderated.
You can disable these ads at any time.
Region, schedule and audience
In this block of the Campaign Wizard, you must specify the region of users who will see the ad. You can select the entire country, a specific district, region or locality, and also specify the region on the map.
You also need to select the display time. By default, the Campaign Wizard offers daily and 24 hours, but you can select weekdays from 8 am to 8 pm or set the period manually.
Now you need to set up the target audience. There are three options in the Campaign Wizard:
● Select the optimal one
In this case, Direct automatically finds users based on their interests and preferences. The system recommends the first option, since it is the most effective and does not require additional settings.
● Set up manually
This option allows you to specify the gender, age, interests of people, and also select the devices on which to show ads.
● Audience with which there has already been contact
Here you can set up retargeting . For example, show ads to website visitors or people with similar interests, gender and age.
Advertising objective
Depending on the current campaign objective, you need to select a bid management strategy in the Campaign Wizard. If it is important to increase website traffic, you should set the objective “Maximum clicks”. And when you need to ensure that users perform a certain action, for example, leave a request, it is better to select “Maximum target actions”.
The cost of the target action is also indicated here.
The optimal choice is the average price, it will be maintained automatically for the entire duration of the advertising campaign, and each click on the ad is paid for. The fixed price in the Campaign Wizard will allow you to pay only for achieved target actions, but if it is too low, the campaign may stop. If the budget allows, you can choose the unlimited option. In this case, the algorithms will choose the highest price at which the ads bring the maximum conversions .
Target actions
When selecting the average price at the previous stage, the field is filled in automatically, but the figure can be edited. The system will tell you if the price is lower than that of competitors and should be increased.
Weekly budget
The advertiser is offered three options: minimum, optimal and most effective. The budget size is formed automatically based on the costs of other advertisers of the same topic.
Automatic application of recommendations
By enabling this block in the Campaign Wizard, the advertiser allows Yandex Direct to automatically change the campaign settings to improve its results. For example, if statistics suggest that advertising published in the morning brings more targeted actions, Direct will automatically change the placement time.
Advertiser details
According to the Law “On Advertising”, Yandex Direct must provide information to the Unified Register of Internet Advertising , so you must fill out the form. For example, for an individual, you must specify the full name, TIN and phone number.
This completes the ad setup in the Campaign Wizard. The system then offers to create a campaign or save it as a draft.
Step 3. Account replenishment
After clicking on the “Create Campaign” button, the advertiser is asked to transfer money to the balance. At a minimum, it is necessary to transfer the amount specified when selecting the budget, to which VAT 17% is also added.
The ad campaign then goes through moderation, which can take several hours. Once it is approved and there are enough funds in the account, ads will start showing to users.
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How to evaluate the effectiveness of a campaign
To evaluate the progress through the Campaign Wizard, you need to select Statistics in the left menu of the Yandex Direct interface and select Report Wizard in the list. Then you need to click on the campaign, and detailed statistics will open. Recommendations for optimizing ads are shown before the statistics. For example, the system can advise how much more should be spent to get additional conversions.
Below the recommendations, you can see general data on the number of impressions, clicks and conversions, as well as the cost per target action and total budget expenditure.
Below are detailed statistics for each ad element: headlines, text, images, and videos. This information will tell you which ad options are working well and which ones should be changed or turned off.
