Independent configuration of Yandex Direct: step-by-step instructions

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The search is used by absolutely everyone, and the number of Yandex partner sites is constantly growing, so setting contextual advertising in the Directorate practically guarantees getting into the target audience and increasing sales to any business. In the article we will tell you how to launch an advertising campaign in the service independently and not to overpay to intermediaries.
Search and Search: What’s the Difference?

The capabilities of Yandex Directorate allow you to launch not only contextual advertising in the form of ads, but also to create media campaigns, where videos act as creative.

The most popular ways to promote the site are launches in the Search and Advertising Network of Yandex, which combines not only the services included in the company's ecosystem, but also third-party portals. Before you launch Yandex Direct, you need to figure out what is the difference between these placement formats.

    Target audience. Ads placed in the search results are focused on a “warm” audience, which is already interested in a certain product and service, and is actively looking for a suitable offer. The RSY shows your creativity on portals similar to yours. Thus, the coverage when placing in the advertising network will be higher, but a more accurate hit in the CA at the same time will give a search.
    The cost of the transition on the announcement. Accommodation in the search results is carried out on the principle of the auction, so the price of the click here is higher. In addition, in the RSYA there is an opportunity to reduce the budget of the advertising campaign, educationing the display of ads to a certain audience.
    Geography of customers. Before you set up contextual advertising, it is important to understand in which regions your CA is localized. If you work all over Russia or within the region, rationally choose the Search. The geography of impressions in the RSY can be narrowed up to a specific area of the selected city.
    Budget management. The search provides for setting a daily budget, and in the RSY you can choose different options: for example, pay only for users to perform these conversion actions on the landing page or make a fixed cost for the transition.
    Show time. In the Search for the ad are shown regardless of the time of day, and in the RSY you can set up the time of the show.
    Adaptiveness. The search adapts the creatives of employers to different gadgets. In the RSY, it all depends on the owner of the site on which the ad will be placed: if an adaptive layout is used, then it will be equally well displayed on any device.

How to launch contextual advertising that will bring the maximum result to your business? The choice of a specific placement option depends on many factors: you need to take into account the features of your target audience, the demand for promoted goods and services, seasonality and much more.

Do not forget that to demonstrate a really high conversion, Yandex algorithms need at least 10-14 days. At this time, the system only analyzes CA, choosing the most effective show time and audience corresponding to the parameters specified when setting. Therefore, do not rush to be disappointed in the Direkt, if you do not get a quick result, and be sure to test different placement options.
How to launch an advertisement in Yandex Direct?

So, you registered an account in Yandex and logined to the Direct. Don’t rush on page seo service to launch. In order not to drain the advertising budget on the first day and get new customers, it is recommended to act step by step.
Step 1. Collecting a sedastic core




Semantics are the phrases that users use when searching for information. To analyze the frequency of requests and make a sample of the most popular in the desired region will help Yandex Wordstat. How to work with him, we have already written on the blog before.

You need to collect the sedation in any case – and when you are placed in the RSY, and in the case of publications in the Search.
Step 2. Adding Metriks counters

Most likely, you have already integrated them to collect analytics on your web resource earlier, but if not, now is the time. The meters will help to analyze the amount of traffic received by the site and the behavior of users on the page.
Step 3. Creating a campaign

In the personal account of Yandex Direct you need to come up with the name of your future campaign and choose the type of future ads. By default, the system will offer a text-graphic version: you stop there, because this type is one of the most effective.
Step 4. Choosing a place to show

The system offers three main options – Search, homepage and RSY, or, in the third case, both options at once. Experts recommend to dwell on one of the first two, because in the third case it will be difficult to assess the effectiveness of the campaign. At the same time, the final choice depends on the temperature of the traffic you expect to get and how much money is ready to spend on promotion in the Direct.
Step 5. Choosing a Strategy

In Direct, you can focus on one of the automatic strategies. Optimizing conversions will allow you to pay only for these targeted actions that the client performs. You do not pay for the transitions. Optimization of clicks is effective if you need maximum reach and notable: in this case, you pay for the transition.

Do not forget to specify the size of the weekly advertising budget. If this is not done, the system can spend all your money a couple of hours after the start of the campaign. In addition, at this stage, you can set up the time of ad impressions, set limits (for example, to exclude the display of ads on specific sites), and also specify the regions of the show.
Step 6. Make a announcement

The content of the offer with which you will attract customers directly depends on where the announcement will be shown - on the search or in the RSY. If we are talking about the first, it is worth turning a specific offer into creativity, strengthening it with the advantages of cooperation with you. Avoid excellent shapes and complex syntactic designs. Be sure to come up with an attractive title that will allocate you against the background of competitors.

If you try, then on the vast range of the network you can find even free message generators of ads that will help to make a suitable text with the help of artificial intelligence.

In Direct there is a very convenient function that allows you to combine up to 50 ads into a single group with common display settings. So that the system does not slow down the speed of displaying ads, it is recommended to consolidate campaigns. The fact is that for effective promotion, the Direct set must collect a certain amount of data: experts say 10 conversions or 200 clicks on the ad within a week. The consolidation is aimed at speeding up this process and making advertising more efficient.