How advertising works in Yandex.Direct
Posted: Tue Jan 28, 2025 7:10 am
Search advertising campaigns are always based on keywords – they are the ones that make it possible to attract the target audience to the site.
How advertising works in Yandex.Direct
If you produce custom kitchens, the keywords in the search will be "custom kitchens". These are the ones that people who are looking for new kitchen furniture will most likely enter. If veterinary email list you specialize in solid oak kitchens, then you should use the keyword "custom oak kitchens". Someone who wants to buy a kitchen made of natural wood will find what they need, and you will attract a client. At the same time, a person who goes to the site should receive useful information and then perform some targeted actions, otherwise the value of the traffic decreases, there is no conversion.
Let's look at another example. The company sells upholstered furniture, sofas in particular. It needs to select several key phrases for advertising. There are the following options:
sofas price;
sofas from the manufacturer;
leather sofas;
I'll buy sofas.
Of the 4 options presented, only 2 will suit the store. The keyword "sofas price" can be used, since the potential buyer is looking for upholstered furniture, he compares prices, chooses the one that suits him. "Leather sofas" is also a target keyword, since furniture with such characteristics is available in the store.
Increase Your Profits by 10X: 5 Key Metrics You Must Track
Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
Read more posts on my personal blog:
After working with over 300 online projects , I can guarantee: monitor these metrics weekly and your company will not only survive, but also increase its profits by 10 times!
In the context of sanctions and crisis, knowing the ROI of your advertising decides whether your business will be successful. Tracking these 5 critical indicators is the key to your prosperity.
What you get for free:
5 Key Metrics to Increase Profits by 220%
The Secret ROI Formula: Instant Advertising Efficiency Calculator
Anti-crisis Solutions Matrix: Find the Perfect Strategy for Your Business in 15 Minutes
We have prepared all the documents and templates with formulas for you. And yes, it is FREE:
Download documents for free
Already downloaded
153398
But the other two keys will not be effective in the context of an advertising campaign. "Sofas from the manufacturer" can only be used if the company is actually engaged in the production of upholstered furniture. Otherwise, the client, having entered the site, will not find what he was looking for and will leave it. The result will be zero. The key "buy sofas" is most likely used by those who are looking for furniture buyers to offer their services. Someone who wants to buy a sofa for himself usually types "buy sofas". That is, it is impossible to attract the target audience with such a key.
Keys must exactly match customer requests, as well as the goods and services presented on the site. There is no need to strive to use as many keywords as possible, in this case the main thing is not quantity, but quality and efficiency. This principle is also the basis for increasing the efficiency of Yandex.Direct.
Checking 5 Basic Parameters to Increase Yandex.Direct Efficiency
Account quality and general settings
The account quality indicator allows you to evaluate the advertising campaign. Yandex studies it for errors automatically and tracks the use of additional features. By clicking on the "Improve account quality" link, you can see the system's recommendations.
Account quality and general settings
The account quality indicator shows the average efficiency of all advertising campaigns. However, it cannot be considered the main analysis tool. This figure does not affect the cost per click and position, and the recommendations the system gives are generally quite obvious.
The advice "Additional phrases can bring 10% more clicks" should be used very carefully. Sometimes Direct selects irrelevant phrases that provide non-targeted traffic.
Separation into search and YAN
It is important to differentiate between search and YAN, they are different things.
For an advertising network, it makes sense to take general search phrases and thematic queries, this helps to increase coverage. In search campaigns, it is better to use clear keys with well-developed negative phrases, which make it possible to minimize non-targeted transitions.
In YAN there are different rates, they are not tied to the entry threshold for a certain position.
Thematic ads are not highlighted, which means that the ad text should attract attention, be more emotional and even clickbait - this way it will make you want to click on the link.
In search campaigns, you should disable impressions in YAN, in network campaigns - impressions in search. You need to make sure that these parameters are correct in the settings.
How advertising works in Yandex.Direct
If you produce custom kitchens, the keywords in the search will be "custom kitchens". These are the ones that people who are looking for new kitchen furniture will most likely enter. If veterinary email list you specialize in solid oak kitchens, then you should use the keyword "custom oak kitchens". Someone who wants to buy a kitchen made of natural wood will find what they need, and you will attract a client. At the same time, a person who goes to the site should receive useful information and then perform some targeted actions, otherwise the value of the traffic decreases, there is no conversion.
Let's look at another example. The company sells upholstered furniture, sofas in particular. It needs to select several key phrases for advertising. There are the following options:
sofas price;
sofas from the manufacturer;
leather sofas;
I'll buy sofas.
Of the 4 options presented, only 2 will suit the store. The keyword "sofas price" can be used, since the potential buyer is looking for upholstered furniture, he compares prices, chooses the one that suits him. "Leather sofas" is also a target keyword, since furniture with such characteristics is available in the store.
Increase Your Profits by 10X: 5 Key Metrics You Must Track
Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
Read more posts on my personal blog:
After working with over 300 online projects , I can guarantee: monitor these metrics weekly and your company will not only survive, but also increase its profits by 10 times!
In the context of sanctions and crisis, knowing the ROI of your advertising decides whether your business will be successful. Tracking these 5 critical indicators is the key to your prosperity.
What you get for free:
5 Key Metrics to Increase Profits by 220%
The Secret ROI Formula: Instant Advertising Efficiency Calculator
Anti-crisis Solutions Matrix: Find the Perfect Strategy for Your Business in 15 Minutes
We have prepared all the documents and templates with formulas for you. And yes, it is FREE:
Download documents for free
Already downloaded
153398
But the other two keys will not be effective in the context of an advertising campaign. "Sofas from the manufacturer" can only be used if the company is actually engaged in the production of upholstered furniture. Otherwise, the client, having entered the site, will not find what he was looking for and will leave it. The result will be zero. The key "buy sofas" is most likely used by those who are looking for furniture buyers to offer their services. Someone who wants to buy a sofa for himself usually types "buy sofas". That is, it is impossible to attract the target audience with such a key.
Keys must exactly match customer requests, as well as the goods and services presented on the site. There is no need to strive to use as many keywords as possible, in this case the main thing is not quantity, but quality and efficiency. This principle is also the basis for increasing the efficiency of Yandex.Direct.
Checking 5 Basic Parameters to Increase Yandex.Direct Efficiency
Account quality and general settings
The account quality indicator allows you to evaluate the advertising campaign. Yandex studies it for errors automatically and tracks the use of additional features. By clicking on the "Improve account quality" link, you can see the system's recommendations.
Account quality and general settings
The account quality indicator shows the average efficiency of all advertising campaigns. However, it cannot be considered the main analysis tool. This figure does not affect the cost per click and position, and the recommendations the system gives are generally quite obvious.
The advice "Additional phrases can bring 10% more clicks" should be used very carefully. Sometimes Direct selects irrelevant phrases that provide non-targeted traffic.
Separation into search and YAN
It is important to differentiate between search and YAN, they are different things.
For an advertising network, it makes sense to take general search phrases and thematic queries, this helps to increase coverage. In search campaigns, it is better to use clear keys with well-developed negative phrases, which make it possible to minimize non-targeted transitions.
In YAN there are different rates, they are not tied to the entry threshold for a certain position.
Thematic ads are not highlighted, which means that the ad text should attract attention, be more emotional and even clickbait - this way it will make you want to click on the link.
In search campaigns, you should disable impressions in YAN, in network campaigns - impressions in search. You need to make sure that these parameters are correct in the settings.