Advertising in Yandex Search is text ads above Yandex search results. When a person enters a target query for a product or service of interest, he first sees advertisements. Ad impressions are only shown to interested audiences using target keywords, which are agreed upon with the customer at the advertising setup stage. Also, advertising ads have a more attractive appearance compared to search results. Since they are larger in size, it is possible to add additional links, clarifications and a phone number. Thus, advertising in search is the most effective, compared to other types of advertising.
The Yandex Direct interface has many settings that can be used to manage an advertising campaign. You can select the display region (country, city, radius around a certain point), keys for displaying ads, as well as the type of their compliance, make adjustments by gender, age, solvency and other characteristics. In general, Yandex.Direct provides many tools for effective management of the target audience. As a result, contextual advertising setup works as a scalable growth channel, not a one-time campaign.
After the preparatory stages and coordinating keywords and ads with the customer, we proceed to setting up the ads. Depending on the customer's budget, we choose a bidding strategy.
The main strategy we use is manual bidding with pay-per-click. By analyzing the situation, we select the optimal bid for each keyword and adjust it during the advertising process. This allows us to get the largest number of clicks and impressions for conversion keywords. Thanks to this, the site receives the most targeted traffic, which ensures high site conversion and the maximum number of leads.
We also use a strategy with payment for conversion, thanks to which all impressions and clicks on the ad, and the money is written off immediately after the target action (application, call, purchase, subscription, etc.) is performed. This strategy allows you to spend the budget only on target actions, but loses to others in the auction of impressions, and is not suitable in highly competitive areas.
In addition to text ads, there is also banner advertising on the side of the search results. It is a large banner that takes up a significant portion of the page with a fixed size of 240*400. Such a banner allows you to attract maximum attention to your product or service.
Unlike text ads, which can be displayed together with competitors' ads, there can only be one banner per search results page. Payment for banner ads in search is only possible per click. The rates for keywords are quite high and correspond to the written-off price. Therefore, such advertising, although effective, is significantly more expensive than text ads.
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.
