In the age of it-education, many beginning entrepreneurs, using Yandex's tips, decide to set up their first advertising campaigns and ... merge the budget.
Setting up Yandex. Direct - not such an easy task, as it seems, and like, as everywhere, has its own nuances. These nuances are very many and it is they who complicate the task so much that a layman can not cope with it.
It would seem that you compose an advertisement, copy the main key requests from Yandex Wordstat, or even simply - when you design, the system will prompt the words, and go!
But let's imagine how many Yandex advertisers with different budgets are on the market of advertising? Whom will Yandex choose with all other things being equal? Of course, advertising companies with large budgets!
Let's turn to mathematics
You want to sell the product / service through Yandex. Direct. The cost of one piece of goods is "x + y" rubles, of which "y" is the part that you can give for advertising - your advertising budget.
However, one should take into account that the final cost of the goods sold through advertising on Yandex Direct will not be "x + y", but "x + y multiplied by the number of goods sold". The number of goods sold is a variable part of the equation and depends on a variety of factors - cost per click, CTR, site performance, competitor activity, quantity and quality of requests, ads, delivery service and many others.
In the forces of the Yandex directory, you can influence this variable through the proper setting of contextual advertising.
The main indicators in this case are the CTR and the actual sales (leads). CTR is the ratio of the number of clicks and impressions of an ad.
The more CTR - the more sales? Yes and no. With the correct setting of the directive, the CTR is, indeed, proportional to sales. And how can it be wrong?
The more CTR - the more sales? Yes and no. With the correct setting of the directive, the CTR is, indeed, proportional to sales. And how can it be wrong?
Example.
The ad uses the key phrase "promotions in the flower shop." Attractive? Yes! Be sure to click on if you were searching for this particular query. But, as it turned out, this store is not in the client's city (wrong geotargeting) or this action for wholesalers (inaccurate key phrase), or the store is "sharpened" on flowers in pots for dachas, and the client thought about bouquets. As a result, with a high CTR, low sales, which means that the total value of the product is growing. An advertising company even with a large budget may be ineffective.
Why is it necessary to collect a large number of key phrases, and not be limited to Yandex tips?
As already mentioned above, novice directories type key phrases from Yandex Wordstat and launch advertising campaigns. These phrases are not so many, but they are high-frequency, i.e. it is for them that the majority of users are looking for your product or service. Good? Yes! But .. Look at how much Yandex offers you to pay for each phrase? Expensive, because there are always a lot of competitors for high-frequency queries. There is an option to collect low-frequency queries.
Example:
The request to "buy a refrigerator" is a high-frequency one, and "to purchase a 1986 swivel fridge" is a low-frequency request, which, accordingly, is much lower than the high-frequency one. However, if you are selling such a refrigerator, the user who is looking for it will finally find and buy. The cost of a click will be minimal, and the clickthrough rate will be high.
And do you know that the relevance of the ad text to the key query drastically changes the cost of the click? ... And the list of negative keywords allows you to get rid of "gluing"! But about this next time!
Professional directories Futureinapps collect, segment, filter all requests, set up advertising campaigns according to frequencies. We do not suggest you to be the first in advertising on Yandex on high-frequency - this is not the result! The result is the effectiveness of your advertising campaign in money terms!
