How to promote websites in Yandex.Direct: a short cheat sheet

Direct makes it possible to reach the target audience and solve several marketing problems at once:

  • Attract visitors quickly. Unlike SEO optimization, the result of website promotion in Yandex using Yandex.Direct is immediately visible. After launching the campaign, your ad will be shown to interested users.

  • Use any landing page of the site, social network group, landing page. It does not matter how much the page meets the requirements for relevance, usability and technical implementation.

  • Increase brand awareness, draw attention to a new product, and increase audience loyalty.

  • Get traffic in highly competitive niches, where organic search results are occupied by large portals, aggregators.

  • Conduct research in new areas of business, assess the prospects for investments.

  • Improve organic search results in Yandex search.

The flexibility of settings and coverage allows using the service to promote small, medium and large businesses. Newbie companies can establish themselves in a short time. Direct allows you to work with the audience at all stages:

  • Formation of interest and recognition.

  • Conversion of interest into target action.

  • Returning an audience that has not reached the target action.

  • Encouraging repeat purchases and increasing loyalty.

The success of website promotion through Yandex depends on the correct work strategy.

Advertising directions

There are two advertising areas in Yandex.Direct: image advertising, which helps to increase company awareness, tell about a new product, and remind old customers of yourself. To do this, most often, display campaigns are carried out with the placement of banners, videos or offline advertising. If a brand or company is little known, then media tools cannot be neglected to build a marketing strategy. This is the basic stage of promotion, and Direct provides a wide range of tools for generating interest.

The second area is Performance advertising. Its goal is to generate demand, increase sales, reach existing customers, catch up with hesitant ones. Since 2018, the principle of operation of this Direct area has been based on providing a certain amount of targeted traffic, regardless of the chosen placement format. That is, payment is made for the transition to the site, and not for the ad impressions.

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Campaign stages

Collecting the semantic core. Qualitatively selected semantics will allow you to attract – the foundation on which the further campaign is built. To collect key phrases, you can use WordStat, search sajest, automatic services, ready-made databases. After selection, clustering is carried out and the list is cleared of irrelevant phrases. It is important to consider that the semantic core can and should be revised depending on the stage of the campaign in Yandex.Direct. To increase the awareness of the new brand’s website, part of the information requests can be included in the core, as traffic from organic search results increases, leave only commercial ones, and so on.

Creation of ads. Their format is determined by the strategy of the company, the feature of the product or service. At the initial stage, testing is carried out to which type of ads users respond best. If the semantic core is voluminous and contains many low-frequency and medium-frequency queries, then you can use the service of automatic generation of ads.

Launching a campaign through the Direct interface. The goal of setting the parameters is to maximize conversion at the lowest cost. A large pool of tools is provided for this: manual and automatic targeting, connection of additional relevant phrases, accounting for user activity in applications for mobile devices, and so on. The settings applied depends on the selected campaign type.

Optimizing campaigns

To reduce the costs of promoting sites through the paid Yandex service, but at the same time to obtain the expected effect, constant monitoring and correction is required. Often, ineffective budget spending is due to the fact that:

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  • The semantic core is poorly assembled. For example, a campaign is conducted to increase sales, but there are many informational queries among the key phrases. In this case, SA correction is needed.

  • Negative keywords and negative keywords are not specified. These are the portions of queries that are specific to the non-commercial segment. For example, a clinic advertises for the query “complete blood count”. Shows will be also on information requests “general blood test decoding”, “general blood test norm” and so on. In this case, you need to enter “decryption” and “norm” in the negative keywords.

  • Your geo targeting is incorrect. The cost of the transition will be different in different regions. In Direct, you can specify individual cities, regions, set different rates for different regions.

  • Ads designed to attract new customers are shown to actual customers and vice versa. For example, a brand wants to attract a new audience, conducts a promotion on the first purchase. In this case, it is reasonable to use the Yandex.Audience service to exclude from the target audience those who are already a client of the company. Or there is a promotion for regular customers, then it is worth excluding new users. In Yandex.Audience, you can unload the database from CRM, which will allow you to promote sites in Yandex more specifically.

  • Display time is not configured. Direct allows you to set the time and days for displaying ads. If the target audience actively uses search during working hours, you can exclude weekends and set the time.

  • The Yandex advertising network is not used. It consists of partner sites that will post your ad. The advantages of these sites are that with a daily reach of 65 million unique users, the rates are often lower.

  • The landing page is irrelevant. If your ad leads to a page that doesn’t meet the user’s request, you won’t be able to convert that click into a sale.

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Effect of campaigns in Yandex.Direct

At the moment, search engines take into account more than 1,700 factors when ranking, including the company’s activity in attracting traffic from various channels. Traffic from contact advertising indicates that the brand is interested in development, works with the audience not only through SEO tools. This increases the likelihood of higher organic rankings. The mechanism works with regular work with Direct. Besides:

  • The audience of the site is increasing, and the loyalty of users is increasing. This, in turn, leads to a natural increase in traffic for branded queries.

  • The quality of the target audience increases, which leads to an improvement in behavioral factors and a decrease in the failure rate. These two metrics affect natural search results. But you need to understand that it will work if the site is relevant, convenient, meets the user’s expectations.

  • Conversion rates are increasing due to a better audience.

Cons of Yandex.Direct

The disadvantages of promoting sites through Direct include the lack of a long-term effect after the end of the campaign. To get a lasting impact on organic search results, you need to advertise on the service regularly.

The high cost of attracting customers over long distances. To balance the indicators, you need to work on promotion in an integrated manner: using search engine optimization and paid services to attract traffic.

The material was prepared by Lyubov Polosina.

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