Search direct rsya what does it mean. How to work with the Yandex advertising network
Good hour, dear reader, we have already told you about, now it's time to learn how to play such a chord as tuning YAN.
What is YAN and how does it work
The abbreviation YAN stands for Yandex Advertising Network. In this affiliate network, there are sites where Yandex can display any advertisement in the allotted blocks of special sizes. Site owners receive a monetary reward for this, and Yandex expands the scope of its .
That is why special attention is paid to setting up YAN, the principle of setting up a search campaign and YAN is completely different. Also, a characteristic difference is that the advertising campaign for the search is configured for the target queries, and the task of the YAN is to cover the maximum audience that may be interested in the advertised product.
What is the difference between advertising in search and YAN
Search ads are shown based on the user's query. At the moment when the user enters a query into the search box, the system analyzes this particular key phrase and decides whether to show ads or not.
How to set up YAN step by step
Today we will tell you in detail, step by step, how to properly set up YAN in 2019, taking into account the queries that the user enters. Remember, YAN is configured separately from the search company. The instructions are relevant for settings in both the old and new Yandex.Direct interfaces.
Now let's move on to creating a company.
Step 1:
Creating a campaign in YAN
The title and text of the ad should be catchy. If when creating a search company, the main thing is the maximum relevance to the query, it is more important to attract attention in any permitted way.
What queries to use for YAN?
More high-frequency phrases that contain 2-3 keywords. Addition
in this case is not required, because they are already included in RF requests.
At the same time, you should not put queries in the quote operator or add too many negative keywords so that the coverage is really large. It is also worth using requests from similar topics (near-thematic). For example, with “low-rise construction”, these can be “house projects”, and if you are engaged in repairs, then on the contrary, it will be relevant to show your ads to those who are going to build a house or buy an apartment.
Bidding
A separate rate is set for each request, while Yandex immediately shows an approximate forecast for audience coverage as a percentage. We recommend setting rates slightly above the minimum value and, if necessary, create conditions for, for example.
A coverage level of 30% is quite acceptable and will allow you to collect a sufficient number of clicks to your site.
Prohibited sites
As ads are displayed in the Yandex Advertising Network, statistics on clicks and conversions will be accumulated, after which it will be possible to identify effective and ineffective sites, and put those that do not bring conversions into prohibited ones.
Our lesson on setting up YAN is over, if you also want to get a convenient and useful tool for reconciling your companies in Yandex Direct, download our checklist for free!
You can also automate, and therefore speed up the process of setting up contextual advertising using the service. The system allows you to choose some parameters manually, and some to bail out the algorithms. If problems arise, you can always contact the manager or even entrust him with running the campaign.
Search queries can tell a lot about the user: what he wants, when and where he wants it. If you dig deeper, you can assume that he may want to, but does not yet know about it. Or he is not sure, and therefore puts off the task on the back burner and solves other matters online.
Differences in audience behavior
Similarly with the requests "Pizza delivery", "Taxi to the airport", "Urgent printing of business cards".
If this is a regular product that is not needed right away, we look at how detailed the user describes it when searching. The more details he gives, the closer he is to buying.
If everything is clear with this audience, a completely different picture is in YAN. The user is not up to your product. He does not think to buy anything now. And in general, he went on the Internet to check the mail, look at the weather forecast or find out the result of a football match.
Perhaps he was looking for something on the search, but:
- I am not ready to study the proposals now, as I came with a different purpose;
- Already forgot about it, because it “does not burn” or did not choose a way to solve the problem;
- Already bought what I was looking for;
- Not exactly what you suggest (or not at all).
Not every topic will go to YAN. The same tow truck or production parts is a direct instant demand, so it is only suitable for searching.
In networks, one can distinguish near-target and pent-up demand. Users are not looking for your product or are not in a hurry to make a decision. They rarely take targeted actions (call / leave a request) at the same moment, if at all they are ripe for a purchase.
Your task is to “warm up” them, get them distracted from business and form a need. This may take time.
difference in semantics
When the purchase is larger and more expensive, user requests throughout the decision cycle can vary in traffic temperature. He studies the information gradually and compares similar products. There is no hurry here, it is important for him to choose the best option.
Consider the example of buying a refrigerator:
The more details a person specifies in a request, the closer he is to a purchase. As a rule, the prefixes "buy", "price", "order", "download", etc. indicate that the user has made the final decision.
The more clarifications in the keyword (by geography of purchase, by decision time, by conditions), the more at the same, and therefore more accurately reflects the need.
Be sure to add a list of negative keywords to separate targeted queries from "garbage". Examples for our topics: “repair”, “service center”, “photo”, “malfunctions”, etc.
Accordingly, this ranking of requests is not necessary for “super-hot” demand - everything is clear there, there are no gradations in readiness to purchase. The product is either needed right now, or not needed.
V networks coverage is important, so it is advisable to select all keywords that match product queries - the same as in the search, but without clarifications. This corresponds to the first stage of making a purchase decision, when the user is only immersed in the topic and is still thinking. That is, the demand is deferred.
Minus is not needed, with the exception of homonyms (dog of the cardigan breed and jacket cardigan), matches with the titles of books, films, songs, etc. For example, the film "Taxi" and the taxi service, the TV series "Clinic" and the search for a clinic for treatment.
- Informational - think about what a user who might need your product might be looking for. For example, “how to make instant water freezing”, “freezing food at home”, “how to make ice cream at home”, “freeze berries for the winter”. The refrigerator is a concrete solution for such tasks;
- Associative - the user is looking for packages or dishes for freezing food, portable freezers.
Offering alternatives or related products on search is a disastrous business: insufficiently “warmed up” demand is not converted there.
You can “catch up” with users who performed certain actions on your site – opened pages, added products to the cart, etc. - to help .
Difference in ads
Create the most relevant ads so that the user is sure that your offer is for him. The cost of a click on them is lower from the very start and further decreases due to the high CTR.
Setting up YAN and KMS (YAN in Google) includes:
- Payment for setup is possible on a Sberbank card or by bank transfer. You can make an agreement.
- We can create advertising accounts ourselves (50% prepayment) or work with yours (100% prepayment)
- Setting up YAN and CMS advertising (text and image ads)
- Creation of one campaign for YAN and KMS
- A careful selection of all kinds of key masks - as a result, the MAXIMUM NUMBER OF KEY PHRASES on your subject
- Writing selling texts for ads and clarifications (with the content of USP, promotions, pains, advantages)
- Creation of quick links (up to 4 different ones)
- Bidding
- Choosing a strategy
- Setting up a company card (in Google without an address)
- Setting budget limits
- Uploading 2 types of pictures (regular, widescreen)
- Recommendations for increasing sales
- Advertising 5 days (bid adjustment)
- Creating UTM tags
Setup cost (you pay for impressions and clicks later separately and directly to Yandex and Google):
- 2990 rubles - Setting up one ad in Yandex YAN or Google Display Network (+600 rubles for each subsequent ad)
- 4990 rubles - Setting up one ad in Yandex YAN + Google Display Network (+800 rubles for each subsequent ad in 2 search engines)
- Setting time 2-5 days
Additionally:
- 1) You can set up video extensions in Yandex Direct (a new advertising format in Direct.)
Customization cost +490 rubles to the cost of customization for one ad - 2) You can set up image ads for impressions in Yandex YAN - they attract more attention. Customization cost +990 rubles to the cost of customization for one ad
- 3) Set up ad impressions for everyone who has been on the site for more than X seconds (Retargeting / Remarketing)?
+990 rubles to the cost of setting up for one search engine (Yandex or Google)
Leave a request for free consultation
In this article, we will tell you how to properly set up YAN and answer frequently asked questions on this topic.
What is YAN in Yandex Direct?
Advertising in YAN - why is it needed?
1) Previously searched for your product / service (up to 30 days ago), but then your ad was not shown on the search yet
2) Searched for your product / service in the coming days, but did not click on your ad in the search
3) They searched for your product / service and clicked on your ad, but did not order from your site
4) They didn’t search for your product/service, but the site they are on now contains keywords for which you will set up advertising in YAN
YAN and KMS what is it?
Many also ask this question. We have already talked about YAN above. GDN is the Google Display Network. In simple words, this is an analogue of YAN in Google.
YAN or search?
We often hear a question from clients: “YAN or search, which is better?”.
How does RSS work?
The principle of operation of the YAN is quite simple. Ads are shown on Yandex partner sites to people who are interested in advertising topics or there is content similar to this ad on the partner site, for example, on a site dedicated to household appliances, there will most likely be ads with various products related to such equipment.
YAN example.
Below you will see ads for YAN examples.
Block 1 contains the content of the site, blocks 2 and 3 contain YAN advertising. As you can see, it can look different, for example, with a large picture and a title, or with a small picture, a title and a detailed text description, or no picture at all. How to properly configure this or that display of your ads in YAN, we will tell later in this article.
Setting up YAN - step by step instructions.
1) Setting up YAN in Yandex Direct takes place in a separate campaign.
2) Enter the name of the campaign “your_site YAN from 03/01/2018 (creation date)”
3) Dates of the campaign - you can specify the start and end dates for ad impressions.
5) Display region - here we set the regions for whose residents YAN ads will be shown.
6) Extended geographic targeting - uncheck.
7) What strategy should be chosen to make a YAN company:
We select “manual bid management”, “only in networks” and set a limit on the daily budget, for example, 500 rubles
8) Settings in networks - do not change anything.
9) Rate adjustments - in our article “ ” in paragraph 12, we talked about setting this paragraph. For YAN, it is configured in the same way as for search.
10) Stop ads when the site is not working - check the box.
11) Minus words in YAN. In this paragraph, we do not enter a minus, because. they are applied to the content of sites where ads will be shown, and if at least one of your negative keywords is in any place on the site, then the ad will not appear.
12) Additional phrases - here we put ticks everywhere.
13) Use a single address and phone number - here we copy all the data from the business card of your search campaign.
14) Metric - in this section, add the number of your metric counter. The rest of the checkboxes are left as is.
15) Mail notifications - in order not to clog the mailbox, we recommend that you refuse all mail notifications and click save.
16) SMS notifications - do not touch.
17) How to disable platforms in YAN
We press the button “Forbidden sites and external networks” and enter a list of sites, separated by commas, on which we do not want to unwind our ads. Next, click "Add", "Save".
18) The number of ad groups on the campaign page - leave as is.
20) Disable substitution of part of the text in the title - I recommend enabling this option.
21) Autofocus - on.
22) Do not take into account automatically stopped ads of competitors when placing bids - enable.
The first stage of setting up YAN in Yandex.Direct has been completed.
How to set up YAN ads in Yandex Direct?
1) Group name - do not change
2) Mobile ad - check the box if you want ads to be shown only on mobile devices.
3) Type of ad - here we set either “text-graphic”, if we want to show ads with small pictures and small texts, or “graphic”, if we show large pictures with many additional text descriptions.
If we chose “Text-graphic”, then the YAN setting is then as follows:
A) Headline - here we ask the question, were they interested in or looking for your product / service?
B) Ad text - here is exactly the same ad text as you did in the search campaign.
Link to the site - here we add utm tags for YAN to the link to the site.
Yutm tags for YAN look like this:
http://your_site/?utm_source=yandex&utm_medium=cpc&utm_campaign=(campaign_id)&utm_content=(ad_id)&utm_term=(keyword)®ion=(region_id)®ion_name=(region_name)&source_type=(source_type)&source=(source)
E) Image - pictures for YAN text-graphic ads, we need to upload in two formats.
Requirements for YAN images:
- Classic - 1:1 aspect ratio - 3:4/4:3 - WidescreenSizes of pictures for YAN in plain language.
Upload large images (from 1024x768 px) and turn them into a regular image first, and then a widescreen one. Under each picture you need to create a separate ad - a copy of the previous one.
Quick links in YAN.
We put them necessarily, because. they will also be shown in Yandex networks.
Refinements - select already saved refinements from search advertising.
YAN Yandex settings for text and image ads will continue to be the same as for image ads. But first, let's talk about how to set up YAN in Yandex.Direct for image ads.
A) Image.
Requirements for pictures of YAN image ads:
Weight no more than 120 kb
Format gif, jpg, png
Image sizes for YAN
You can also create an image in the editor using ready-made templates, which we advise you to do.
Choose any
The texts and picture for the template need to be adjusted on the right. Then click "Create" below.
You will have to crop the selected image for YAN for each of the 4 sizes.
Then check the box next to the resulting banner and click "add selected to the group."
As a result, we see all our created ads with the ability to enlarge images and edit links for each of them.
Setting key phrases for YAN. We continue with the setup.
Semantics for YAN is selected much easier than for search. We only need the main categories for which we collected keys. For example, if we took high-frequency queries for search, entered them into Wordstat and looked at what they were looking for in depth (from “washing machines” we found such keys as “buy washing machines”, “washing machines Moscow”, etc.) , then the keywords for YAN will consist only of parent categories: washing machines, washing machines, automatic washing machine, and others.
The selection of keywords for YAN can be simplified by the same Wordstat and its right column.
5) After selecting and inserting key phrases, we no longer change anything in the default settings, but immediately click “Next”, and thus complete the setting of advertising in YAN.
Let's deal with other issues that arise when working with YAN.
What are YAN banners?
These are images with texts and pictures that we set up in step 3 (above).
Banner sizes in YAN.
We also described them above.
Rates in YAN.
Rates in YAN are set when creating new ads or on the viewing page of already created ads.
Auction YAN.
Displayed as a percentage of audience coverage. The current reach at the set CPC can be seen in the “Reach” column.
CPC in YAN.
You can set prices from 30 kopecks (0.3 rubles). But in order for your pictures to be shown, and not just texts, the rate must be higher than 3 rubles.
Why are there few impressions in YAN?
You can see the current number of impressions in the YAN campaign statistics.
There may be several reasons for the lack of impressions in YAN. For example, a low bid is set, low-frequency queries are selected, a too narrow display region is set - a small city, negative keywords are added to the YAN campaign (which is not necessary), keywords are quoted.
Try to fix these points and the number of impressions should increase.
How to view YAN sites?
In the statistics, in the "By sites" section, you can see on which sites your ad was shown.
How to disable YAN in Yandex Direct?
If YAN impressions are enabled in your search campaign, then it will not be difficult to disable them.
On the main page of Yandex.Direct, go to the "Parameters" of the search campaign.
In the strategy section, change it to impressions only on search, save it. And click “save” again at the bottom of the page.
Now you know how to disable YAN.
Secrets of advertising in YAN.
There are no YAN secrets, however, as in other areas of contextual advertising. You just need to know the theory and practice a lot to set everything up correctly.
In this article, you learned all the basics of setting up YAN.
Professional YAN setup.
You can order YAN in our Direct-Man studio.
YAN setup price.
In our studio, the price for setting up YAN starts from 3000 rubles.
Master of YAN.
Our YAN specialist has over 10 years of experience in setting up contextual advertising and has created more than 2,000 advertising campaigns
Leave a request for free consultation
Good afternoon, dear readers of the Context-UP blog!
You have probably already heard about YAN and know what it is? But not everyone knows how to set up YAN. Of course, there are a lot of nuances here: a well-chosen picture, attractive ad text, correctly ticked boxes, after all. There are so many things that sometimes the YAN setting causes fear among beginners, as it used to be for me. Today I will try to tell you everything you need when setting up an advertising campaign for the Yandex advertising network.
What is RSY?
Let's start with what YAN is, anyway, there will be those who do not know this.
By the way, CTR in YAN is very low, rarely exceeds 1%.
How to set up YAN?
So, let's move on to the most interesting - to the setting.
Setting up YAN has its own characteristics, specifics, and differences from setting up campaigns for search sites. Therefore, the question is: “How to set up YAN?” are set by all, without exception, people working with the contextual advertising system. The whole difficulty lies in the fact that the user sees the ads of the advertising network when he does not think about buying or ordering your product or service, that is, the psychology of the interaction of a potential buyer with an ad is different than on the search. Based on this, we can conclude that the probability of buying is not high. Therefore, audience coverage is important for an advertising network, the more audience you reach, the more buyers you will get.
Collection of keywords for YAN.
The first thing to do is to choose keywords for an advertising campaign. As I said above, audience coverage is important for YAN. By this, I mean not only the number of people, but also the number of sites that you will cover with search queries (keywords).
We can collect keywords using our favorite Wordstat (wordstat.yandex.ru), if you don’t know how to use it, I recommend reading the lesson about.
Before we start collecting keywords for YAN, let's think: when creating an advertising campaign for an advertising network, we want to reach as many audiences as possible, which means we need keywords for the "description" that will fit as many sites as possible.
By the way, for a wider coverage of the audience, near-thematic keys are also suitable.
For example, I will collect keywords for building houses.
1) Let's select keyword masks. This will be the basis of the semantic core. The mask must contain 2 words.
To do this, we will drive a wide word into Wordstat that will describe your niche, in my case this word will be the word - Houses.
There will be a lot of garbage, but you can find the right one. So, for example, I collected 7 masks:
house under
house + from timber
house + from panels
house + log
frame houses
construction of houses
This will be enough. Notice, from the masks - house + from a bar, house + from a log, house + from panels, we remove the pretext from!
2) Drive masks into Wordstat one by one and collect what you need. Keywords must have at least 200 impressions per month! This is necessary for a larger audience coverage.
Don't forget to specify the search region! By doing this, you will cut off a significant part of the junk requests.
In total, there were about 300 keywords. Fill them into an Excel file, this is what you should get:
One column has one mask. One mask, one group.
The entire list of keywords is dominated by hot and warm queries.
Minus - words for YAN.
Very often this question confuses people when creating a YAN campaign. Indeed, he confused me too, but the answer to this question is as follows:
Collect only the most obviously unnecessary words, such as: download, diploma, with your own hands, video, free.
Probably, on one, the most important part, of the question: “How to set up YAN?” I answered. How you approach the collection of keywords depends on the entire success of the advertising campaign.
Creating an advertising campaign in Excel.
Let's get started.
1) Open the template xls file. If you don't have it or have lost it, download it.
2) Fill in the first group of keys.
3) In the columns "Additional ads" and "Mobile ads" put a minus and multiply.
4) In the "Group Number" column, put the number 1, and in the "Group Name" put the first mask of keywords, in my case, it's "Turnkey houses", multiply. This will create a group for the first group of keys.
5) We write the title and text of the ad (). Here you can show your imagination, but do not abuse it to pass moderation (). Since visitors to Yandex partner sites are not currently interested in buying goods, the title should be attractive. And what can attract the attention of website visitors? Right! Either a low price or some kind of promotion.
I'll write the title like this: Turnkey houses from 1.1 million rubles!
In the text of the ad, you can reflect the key benefits for the client, call to action.
Text: Turnkey houses from 1.1 million rubles in Moscow and Moscow Region! Only until 1.07! Hurry up!
Do not forget about the restrictions: title - 33 characters, text - 75 characters!
The first group is ready. Work with other groups in the same way.
At the output, you should have several ad groups, in my case, it turned out 7 groups.
Let's get started.
1) Open Direct Commander and upload our xls file. To do this, click on the "Import campaigns from file" button:
4) In the window that appears, select the desired option for downloading the image: either from a computer or from the Internet.
With downloading from a computer, everything is clear, but to download a picture from the Internet, you will need to specify a link to the picture:
I will download from my computer.
After uploading the image, you must specify the optimal image scale. If the selected area is too narrow, the Commander will notify you about it.
Choose the value that will look good on the ad block example on the right.
Click OK.
In total, there are several differences between setting up campaign parameters for YAN and setting up a campaign for search:
- Strategy "Independent management for different types of sites" (not relevant! Read the lesson about). With this strategy, you can completely disable impressions on search. Do everything as shown in the screenshot below.
- Check the "Ignore user preferences" checkbox. This is necessary in order to reach as many audiences as possible.
Tip: create two campaigns - one with a check mark, one without. So you will have two campaigns that work completely differently, which will increase traffic to the site several times.
Note: This setting is not relevant. At the moment, the option "Ignore user preferences" does not work. YAN advertising now works exclusively with behavioral targeting.
- Leave auto-expansion of phrases, this will be a significant plus for YAN ( Out of date: at the moment, the parameter "Auto-expanding phrases" is not available in the campaign settings ). Be sure to indicate the number of the Metrica counter:
We have specified the parameters, it remains only to send the campaign to the server and set bids.
6) Send to the campaign on the server.
7) Read about how to set bids () in Direct Commander.
8) Submit the campaign to the server again.
Well, that's all. Now you have learned how to set up YAN, as you can see, it is not at all difficult, the main thing is to think. Most of the time you will work with the keys, the better you work out the keys, the higher the probability of success of your advertising campaign.
I hope this tutorial has been helpful to you. If you have any questions feel free to ask them in the comments.
Also, subscribe to the news to receive free lessons by mail.
See you!
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To begin with, let's look at the differences between advertising on search and in YAN. For a better understanding, let's imagine two situations.
Situation one: a person enters a clothing store. First of all, he calls a consultant to his place and says that he wants to buy. The store employee brings a choice of things to the buyer. Then a person, based on his criteria, for example, the appearance of the product, its price or reliability, chooses what he will buy.
In the second case, a person enters a clothing store without any purpose.
In both cases, the buyer can either buy the product or refuse to buy it. You need to understand that this is a completely different type of sale. Approximately the same difference between search and YAN. Using a search engine, the user has a generated query that he will enter into the search engine. And our task will be to make an offer that will stand out from the competition. Advertising on YAN is shown when a person is busy with his own business. For example: watching the weather, reading the news, etc. And our task is to attract his attention. Get distracted from everyday affairs and click on the ad. This means that the approach to advertising should be completely different. Many beginners do not understand this and do not separate their advertising campaigns into search and YAN.
In my opinion, the disadvantage of YAN is that it is extremely difficult to be sure of its effectiveness. You need to test a different approach to advertising. Change the text of ads, pictures and look at the return on advertising. As a rule, there are areas in which potential buyers need a service or product "here and now." For example, in the field of "ordering tow trucks", "pizza delivery", the use of YAN will be less effective. Naturally, we are now talking about newcomers and do not understand such concepts as “increasing brand awareness”, “users returning without a purchase”, and so on. We will talk about them a little later.
As a rule, in such niches, a person clicked on the first two ads and chose the product he needed. Showing ads in YAN about services that a person no longer needs is not very effective.
YAN shows its best side in niches where there is a long decision-making. For example, selling tickets to a concert. Sale of expensive air conditioners.
What is RSY
We have analyzed how search differs from the Yandex Advertising Network. To summarize, in YAN we do not show ads to people with a clearly defined need to purchase a product. Therefore, the display of advertising in YAN and on search have a complete difference from setting up to writing ads.
The Yandex Advertising Network (YAN) is a system for placing ads on websites, applications in mobile phones, video platforms, etc. On these platforms, there are specially allocated blocks where ads will be shown.
Each site that joins the Yandex Advertising Network undergoes a strict check. It must meet many criteria. This suggests that the user can be sure of the quality of the resource on which his ad will be shown. However, if you are not satisfied with the sites, you can add them to the “black list”. How to do this, I will write in more detail a little later.
Types of targeting in YAN
There are several types of targeting in the Yandex Advertising Network. Let's look at each of them.
Behavioral targeting in YAN
Displaying advertising in YAN is possible taking into account the individual interests of users. Yandex determines the interests of users based on their behavior on partner sites. Thanks to this way of displaying ads, ads will not be shown to users who are not interested in them. Behavioral targeting takes into account the possible decline in interest in certain topics. Separation of interests into long-term and temporary.
Why do you need behavioral targeting?
Behavioral targeting in YAN works best for sites with a wide range of products or services, where it is difficult to identify the target audience based on the site page. By adding behavioral targeting, you can significantly increase the volume of the target audience.
How does Yandex collect data about user interests?
In order to correctly determine the interests of users, special cookies are installed on their computers. Yandex uses them to process and store personal data. But do not worry, this data will not be publicly available. If you do not want your personal information to be taken into account when showing ads, you can opt-out of ad preference.
How are ads selected for behavioral targeting?
To simplify, then you can get a scheme, which we divide into different points:
- Information about user behavior is collected.
- Yandex searches the database for suitable ads.
- Sends the selected ads to the site where the user is located.
- Shows the most relevant ad to the user.
- Collecting information about user behavior
Thematic targeting in YAN
Thematic targeting allows you to show ads to a part of the audience visiting sites, united by a common theme. Yandex selects sites that match this request with their content. Keywords describe the content of the site, or the theme of the site.
Retargeting in Yandex YAN
When a user visits a site for the first time, he is introduced to its content. Looks through pictures, reads texts, looks for the goods or services he needs. For example, a visitor wants to select a TV. People approach this kind of purchase with a conscious decision, looking at a large number of products on different sites, comparing them with each other. After visiting your site, the user can simply forget about it. In order to return interested users to your product, there is retargeting. It allows you to show ads to those users who were on your site. Thus, they are already familiar with the range and will be more interested.
How can I use retargeting in Yandex YAN?
As I wrote above, retargeting allows you to return users who were on your site and viewed the product. In Yandex Metrica, there is such a thing as goals. In simple terms, we can create a tracker of people who have taken certain actions. Visited a product page, read an article for more than six minutes, or added an item to the cart and didn't checkout. Depending on the tasks that the site performs, the retargeting setting may change.
Let's take a closer look at who we can show ads to:
Users who entered the site, stayed there for a certain time and did not complete the target action. In this case, it makes sense to show ads related to the site page. You can add information that should be of interest to the user. Indicate a discount or inform about a new collection of goods.
Viewing a specific product or service by a user. If a person went to the site, looked at the product of interest to him, but did not place an order and left the site. This most often happens because customers study the offer in different stores and choose the one that is most beneficial to them. You can return the data of buyers by indicating information about discounts, gifts or bonuses in the advertisement.
If the user has added an item to the cart, but has not completed the order. This may be for various reasons. Perhaps he simply forgot to pay or was distracted at that moment. Our task will be to return such a user. We can use the end URL of the cart. This means that users who have clicked on the ad will be taken to the shopping cart page and will be able to proceed with the order.
Creation of advertising campaigns in YAN
Now let's move on to the point of creating advertising campaigns in Yandex YAN. To do this, go to Yandex.Direct. We will need to click on “Create Campaign”. Next, we see a list of possible options. I suggest starting with a “text-image ad”.Creating a text-graphic ad in YAN
Click on "Create Text & Image Ad". Next, we are met by a column with the settings of the Republic of Kazakhstan
According to the standard, the first thing to do is to specify the name of the advertising campaign. For convenience, I recommend naming the RK depending on the subject of the product, the services provided, and the division into search / YAN.
Date of the RC
Next, choose a date for the campaign. If you do not select, then the date will be set automatically, but you can make adjustments at any time. Impressions will begin only after moderation and payment for placement. You can set an end date for your ad campaign. This is convenient if you are running a promotion that has a limited time or want to test how the audience responds to any offer.
Time targeting
Managing impressions in YAN
Now let's move on to the control point for impressions in YAN. In it, we'll talk about display strategies, network settings, and bid adjustments.
Advertising Campaign Display Strategy
Display strategy - settings for your placement in Yandex.Direct. Your bid management, where your ads appear, and the limits available to you will depend on which strategy you choose.
Depending on the tasks, you can choose different display strategies. There are two types of rate management:
- Automatic bid management. In automatic strategies, the system itself takes care of the placement. They are aimed at attracting the maximum amount of targeted traffic to the site. Depending on the criteria set, the system will select the most effective phrases and set bids. It is best to use automatic strategies when you need to effectively spend your weekly budget or get clicks at a specified specific price.
- Manual bid management. With this strategy, you can control absolutely all indicators and set bids yourself, depending on your idea of the effectiveness of key phrases in an advertising campaign.
- For the target audience
- For mobile visitors
- By gender and age
- For video formats
- Organization Location
- Telephone
- Campaign name
- The contact person
- Working hours
- The address
- Position on the map
- Pager
- Description of the product or service
- OGRN/OGRNIR
- Prohibited sites and external networks.
- The number of ad groups on the campaign page.
- Prohibition of impressions by IP addresses.
- Design from a template
- Choose from previously added
- Long-term - users who are interested on a regular basis.
- Short-term - interested in the last few days.
- Mixed - users who have long-term and short-term interests.
- Coverage forecast.
Manual bid management
Do not forget to set the conditions for displaying ads “Only in networks”. When using this strategy, we can choose the daily budget of the advertising campaign. The daily budget is the amount that you can spend during the day.
Read more about manual bid management in the article.
Display modes in manual bid management
There are two types of ad serving: standard and distributed. Depending on the work of the advertising campaign, it makes sense to change the conditions.
Standard display mode
By default, this ad display mode is set. In it, ads will be shown until the daily budget is used up or the funds run out. I recommend to look at how quickly the advertising campaign hits the daily limits. If this does not happen, there is no point in changing the mode.
Distributed display mode
In the distributed mode of impressions, the daily budget is stretched for the whole day or the period that is specified in the time targeting. This means that your ads will not always be shown to users. It is recommended to use when you spend the entire advertising campaign budget before the first half of the day.
Rate Adjustments
With this feature, you can significantly save the cost of an advertising campaign. The bottom line is that we can set adjustments for the audience. If you see that you have a high percentage of bounce pages for people coming from mobile devices, you can completely exclude impressions.
Using bid adjustments, you can change the CPC:
You can change the cost per click for users with mobile phones and smartphones. You can't completely turn off impressions for any device.
You can increase or decrease and set your own ratio. The minimum bid for display on mobile devices is minus 50% of the assigned CPC, and the maximum is plus 1200% of the price.
The operation of the coefficient is tied to the type of device. This means that if a user switched to the regular version of Yandex from their phone, the bid for mobile phones will be used during the impression.
Adjustment of rates by sex and age
With the help of metrics, you can see which audience visits the site. Let's say you are selling a car and you are sure that the target audience of children is not needed. To do this, you can limit impressions for children.
Video age adjustment
Relatively recently, Yandex added the ability to display video formats in YAN. It is not possible to disable this feature completely. Auction rates work the same as in other adjustments. We will talk about video additions in more detail a little later.
Phrase optimization in YAN
With phrase optimization, you can add negative keywords and enable impressions for additional relevant phrases.
Negative phrases for the Yandex Advertising Network
Negative phrases are words or phrases for which your ads will not be shown. There are many requests that will not be targeted. For example, “free”, “torrent”, “brand name that you do not sell”, etc. By limiting impressions to these words, you significantly save your advertising campaign budget.
You can specify negative keywords separated by commas or hyphens. The maximum allowed is up to 7 words and no more than 20,000 characters, excluding spaces.
IMPORTANT! It is not recommended to use negative keywords in YAN. They significantly narrow the reach of advertising campaigns.
Additional relevant phrases
These are words that are automatically added to those specified by the advertiser. With the help of them, you can increase the target audience and save time on the selection of phrases.
As a rule, it is best to disable this feature.
Business card for YAN
Filling out a business card for YAN is optional. It will not be displayed in the Yandex Advertising Network. However, if you are creating a search campaign, then its presence is a must!
We wrote more about Business Cards
You can set the following options in it:
Metrics
The use of metrics plays one of the key roles in optimizing advertising campaigns. Be sure to use this Yandex tool.
Counter Metrics
If you have a Yandex.Metrica counter installed, you need to specify its number in the campaign settings. If you do not do this, then the statistics of advertising campaigns will not be displayed correctly. You can specify up to 5 counters for one campaign.
Link markup for Yandex.Metrica
When you add this checkbox to your ads, a yclid tag with a personal click number will be added. With the help of it, information about a specific click will be collected in your metrics counter. The maximum label length is up to 20 characters.
Special settings
Special settings can significantly reduce the cost of advertising campaigns. There are functions for this:
Prohibited sites and external networks
You can block the display of your ads on certain sites in the Yandex Advertising Network and external networks. To do this, you need to specify the domain of the site on which you want to disable ads. For one advertising campaign, it is possible to add no more than 1000 sites to prohibited sites. However, not all sites can be added; as an exception, there are Yandex and Mail search projects.
If you add a certain website to the blocked list, then the ads of the campaign will not be shown both on the thematic pages of this website and in search results on it.
Prohibition of impressions by IP addresses
You can limit ads to certain users. To do this, you need to add their IP address to the list of prohibited impressions. You can enter up to 25 IP addresses in total.
Substitution of part of the text in the title of the ad
This function does not work in YAN. Using it on the search, you can transfer from part of the ad text to the title.
Video format in the Yandex Advertising Network
Now let's move on to video add-ons in the Yandex Advertising Network. This is a new format that has appeared relatively recently. With this function, you can convert still pictures into animated videos up to ten seconds long. They are generated automatically and use the image, title, text, and ad link. You can replace the video add-on with another one or add your own videos and audio recording.
You can:
You can change the video extension in the advertising campaign settings in the “Add-ons” section.
Creative Builder
In order to make your own creative, go to the “design from a template” section. Then select "Standard Templates"
You can add a new video extension. To do this, press the "Change" button.
All standard videos that can be used as templates will be available in the window that appears. You just have to choose the video of the desired format, which displays the subject of the product.
In the settings, we can change the color of the domain and the color of the button. And also set what exactly will be written on the button.
Media Campaign
The media campaign is currently in beta testing. The main difference between a media campaign and regular campaigns is that you pay for impressions, not for ad clicks. Ads will be available on desktops and mobile devices.
Benefits of display campaigns
Payment is made only for real impressions. This means that the banner display will be available only if at least 50% of the banner area is continuously in the visible area of the screen for more than two seconds.
When creating a media banner, it can be shown according to user characteristics: interests on the Internet, income, gender and age. Display ads may be shown to people who have interacted with your site or visited certain places. Also, ads can be shown by key phrases.
User Profile in a Display Campaign
A user profile is a set of characteristics of users to whom we want to show ads. For example, people of a certain income, age and habits. Or those who live in a certain place.
So you can accurately determine the portrait of a potential user using the special Yandex Crypto technology. It determines, based on the behavior of a person, whether it can be attributed to a certain group.
Socio-demographic profile
You can specify what gender, age and income level should be users who will be shown ads. For example, you can show ads for a new premium parking lot to people aged 25 and older with an upper-middle income.
Marital status, children, profession
You can choose the marital status, number of children, and occupation of the users for whom you want to show ads. For example, you can show ads for new buildings to users who are married and expecting a baby.
Interests
You can set the interests of users to whom you want to show ads. In the profile, you must specify no more than three interests, which are combined with the “AND” operator. In one set, there can be no more than ten interests that combine by “OR”.
For each set, you need to select the type of interests:
Conclusion:
Using YAN in your campaigns allows you to significantly expand the reach of users. There are niches in which the use of advertising of this format will be most effective. As a rule, this is a topic where a long decision is made. To increase the number of applications, do not forget to use retargeting.