Advertising in YAN (Yandex Advertising Network) is a fairly broad tool that allows you to display graphic and text-graphic ads to your target audience (TA) in a vast network of partners. YAN has more than 40,000 sites on different platforms: websites, their versions for smartphones, tablets, mobile leads, Smart TV. Yandex algorithms work in such a way as to determine your TA as effectively as possible.
When a person enters certain search queries on the Yandex website, after some time he begins to see personalized advertising on various sites. Let's say your potential client is periodically interested in a certain topic that is directly related to the products or services you offer. When he subsequently goes to a news or weather forecast website, he sees your advertising banners. Then he goes to your website, leaves a request, makes an order, purchases products. At the same time, the price of 1 click for YAN is generally cheaper than clicks from Search. As a result, contextual advertising setup works as a scalable growth channel, not a one-time campaign.
Depending on the customer's budget, we choose a bidding strategy. The main strategy we use is manual bidding with pay-per-click. There is also a strategy with pay-per-conversion (target action: call, application, subscription, purchase). It is used when it is necessary to avoid unnecessary budget expenditure and guarantee a certain price for the application. There are different formats of advertisements:
As a rule, all types of advertisements are used to maximize coverage. This allows you to use more sites than competitors. Also, the advertisements will look beautiful and harmonious on all types of devices. Advertising banners are made by experienced designers from our team, paying attention to all details. Before setting up, we always agree with you on key phrases, graphic creatives and ad texts. And if necessary, we make adjustments.
Ads are displayed based on keywords, taking into account adjustments for gender, age, location and solvency of users. In addition to keywords, you can separately customize advertising for a specific group of user interests suggested by Yandex.
The Yandex advertising network certainly has its advantages and disadvantages.
Pros: flexible targeting; excellent coverage; clear subject matter of advertising; absence of low-quality sites with timely control; low price; ability to take into account the behavioral characteristics of users; without losing additional traffic. Also, in YAN, you can create various ad formats, which significantly expands graphic creatives. At the same time, the price of advertising in YAN is cheaper than in Search.
Cons: advertisements are not displayed directly in response to a user's query in the search bar; traffic quality is not very high compared to, for example, Search; many partner sites, so it is not always possible to disable ineffective ones. Simply put, YAN takes quantity, not quality.
In any case, advertisers who have launched campaigns in YAN receive more traffic to their sites than from search. For a number of products, displaying ads in a media format is much more effective, because animation and colorful pictures make a greater impression on potential customers than just text.
Before launching advertisements, we conduct a thorough analysis of the situation. Each project uses contextual advertising setup focused on KPI control, analytics clarity, and stable lead growth.
We evaluate many parameters, analyze not only advertising, but also the site. After conducting an audit, a clear understanding will be formed in which direction the advertising should be adjusted in order not only to catch up, but also to be above competitors. The case details baseline metrics, optimization stages, and semantic decisions that lowered lead cost without reducing volume.
We will draw up a detailed plan, it will contain key information about the planned marketing activities for setting up contextual advertising. In addition, specialists will calculate the budget for each type of advertising, possible income and other indicators. The case details baseline metrics, optimization stages, and semantic decisions that lowered lead cost without reducing volume.
The customer has the opportunity to adjust the expert's activities in setting up contextual advertising. We additionally optimized keywords, bids and ad creatives to stabilize lead flow and improve conversion quality. The case details baseline metrics, optimization stages, and semantic decisions that lowered lead cost without reducing volume.
The main questions about the timing of setting up advertising, the result and payment for our services.
As a rule, all preparatory work and directly setting up Yandex Direct advertising take no more than 7 days.
In most cases, the client receives the first leads within a few days after launch.
Yes. Keywords, ad texts and graphic creatives for YAN are agreed with the client before the advertising is launched.
We conclude an official agreement. If you do not receive leads in the first 7 days, we will return the amount paid for setting up advertising.
If this is a one-time setup, then once. If we take on the management of advertising and work on indicators, then payment is made once a month.
