You are my first! Guide to launching a search campaign in Yandex Direct

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Recently we talked about the most effective ways to promote a website. Today we will talk in more detail about one of them - contextual advertising. So, if you have already checked whether the web resource is ready for advertising, based on the instructions from Rubix , you can dive into the Universe called Yandex Direct. Have you decided to set up promotion on Search yourself? Well, it's up to you, but if you understand that the resource is not enough, feel free to contact us.

Meet Yandex Direct
Before diving into the inner world, we will tell you about several terms that you will certainly encounter in the process of working with advertising.

CTR (Click-Through Rate) is an indicator of the clickability of an advertisement, which is expressed as a percentage and shows the ratio between the number of clicks on the advertisement and the number of its impressions. The formula for calculating CTR is as follows:

CTR = (Number of clicks ÷ Number of impressions) × 100%

For example, if an ad was shown 1000 times and received 20 clicks, the CTR would be 2% ((20 ÷ 1000) × 100%).

The higher the CTR, the more successful the ad can be considered, since it means that it attracts more attention from users and encourages them to click. However, a high CTR in itself does not guarantee high conversion and effectiveness of the advertising campaign. It is also important to consider the quality of traffic and conversion when calculating the effectiveness of advertising in Yandex.Direct.

CPC (Cost Per Click) is the price an advertiser pays for each click on their ad. The cost of one click is determined based on an auction between advertisers participating in a specific advertising campaign. The cost per click can depend on many factors, such as keywords, targeting settings, ad relevance, and others.

In Yandex.Direct, every time a user clicks on an ad, the advertiser pays for that click. However, if the user does not click on the ad, the advertiser does not pay anything, and the ad impressions remain free.

CPC can vary depending on many factors, including:

Keywords: CPC may vary depending on the popularity and cost of keywords.

Targeting: If you use narrow targeting, this can increase your cost per click.

Competition: If many advertisers are competing for the same keyword, this can increase the cost per click.

Overall, CPC is an important metric for advertisers in Yandex.Direct, as it shows how effectively they are spending their budget on contextual advertising and which keywords and ads are most relevant to their target audience.

CPM (Cost Per Mille) is the cost of displaying an ad 1000 times. CPM is used in contextual advertising to pay for ad impressions, not clicks, as in the case of CPC.

CPM depends on the cost per click (CPC), the number of impressions and the average number of clicks per 1000 impressions. If the advertiser has chosen the CPM price, then the cost of each impression is calculated using the following formula:

CPM = (CPC x CTR x 1000)

For example, if the CPC is 2 rubles, and the CTR is 1%, then the CPM will be 20 rubles per 1000 impressions ((2 x 0.01 x 1000) = 20).

CPM is especially useful for branded campaigns because it allows advertisers to pay for ad impressions based on the number of people who see them, rather than just how many times they click on the ad. It is important to note that CPM can cyprus whatsapp data be less effective if an advertiser wants more accurate metrics regarding lead generation.

When you are informed about the number of people who visited your site and you don’t believe the numbers

*When you are informed about the number of people who visited your site and you don't believe the numbers

CPA (Cost Per Action) is the price an advertiser pays for a specific user action on their site, such as filling out a form, making a purchase, or registering on the site. CPA is a type of targeting that allows an advertiser to optimize their advertising campaign to maximize the number of desired actions.

The advertiser sets a CPA target for a specific action, and the Yandex.Direct system uses historical data to determine the click price that maximizes the number of desired actions at a given price. If a user performs an action on the site, the advertiser pays for that action at the set price.

CPA is a useful tool for advertisers because it allows them to optimize their advertising campaigns based on specific user actions on their website. This can be especially useful for e-commerce sites and other online businesses that want to maximize the number of sales or conversions on their websites. However, it is important to note that setting a low CPA price can reduce the number of ad impressions, which can impact the overall number of conversions and sales.

PPC (Pay Per Click) is an advertising payment model in which the advertiser pays for each click on their ad. This means that the advertiser pays only if the user clicks on their ad and goes to the advertiser's website.

PPC is one of the most common methods of paying for contextual advertising in Yandex.Direct, as it allows the advertiser to control the cost of each click and set the maximum price per click that he is willing to pay. If the cost of a click exceeds the set maximum price, the ad will not be shown.

PPC allows advertisers to manage their budget and control their advertising costs, as they only pay for actual clicks on their ads. This can be especially useful for small and medium businesses that cannot afford large advertising budgets.

It is important to note that PPC is only one of the factors that influence the effectiveness of contextual advertising. Advertisers should also consider other metrics such as CTR, CPA, ROAS, and others to optimize their campaigns and achieve maximum results.

To begin with, we recommend selecting a few products/services for promotion that are most popular among your audience. This selective approach will help you focus more attention on your campaigns.

The bid in Yandex.Direct is the price that the advertiser is willing to pay for one click on their ad. The bid is one of the main parameters of an advertising campaign in Yandex.Direct and affects how often and where the ads will be shown.

The bid is calculated based on an auction that takes place each time an ad is requested to be shown. Advertisers participate in the auction by bidding to show their ads in a specific place in the search results. The ad with the highest bid gets the opportunity to appear in that place.

Setting bids in Yandex.Direct can be done both at the keyword and phrase level and at the campaign level. In each case, the bid can be fixed or dynamic.

A fixed bid is a bid that remains constant for a specific keyword, phrase, or campaign. The advertiser sets the fixed bid themselves.

A dynamic bid is a bid that is calculated automatically by the Yandex.Direct system based on the advertiser's settings and auction conditions. For example, an advertiser can set a maximum bid, and the system will determine the optimal bid for each auction.

The bid size can greatly affect the impressions and conversions of an advertising campaign. To get the best results, an advertiser should choose the optimal bid based on their business goals, competitive environment, and other factors.

Advertising on Yandex search is a type of advertising campaign in the Yandex.Direct contextual advertising system, which allows you to display advertising in Yandex search results for selected keywords.

The principle of advertising in Yandex search is quite simple: the advertiser selects keywords for which his ads should be displayed in search results. The ad may contain a text description, a link to the advertiser's website, as well as additional elements such as price, address, phone number, etc.

When a user searches for relevant queries in Yandex, the Yandex.Direct system displays the advertiser's ads depending on the campaign settings and keyword bids. As a rule, ads are displayed at the top or bottom of the search results page and are marked with a special "Advertisement" label.

Advertising in Yandex search allows advertisers to reach their target audience, increase traffic to their site and improve conversion. At the same time, setting up and optimizing an advertising campaign in Yandex.Direct requires certain knowledge and skills to achieve maximum efficiency and effectiveness of advertising in Yandex search.

A search campaign is the most common type of advertising campaign, which allows you to display ads in Yandex search results for selected keywords. In this case, the advertiser can choose different types of keyword matches, set bids for different groups of keywords, create different ads and track the effectiveness of the campaign.