Evaluating the quality of keywords and phrases
Posted: Thu Feb 20, 2025 9:19 am
Keywords and phrases play an important role in advertising campaigns, so their selection and use should be thought out as much as possible. When conducting a Yandex.Direct audit, you need to check which keywords and phrases are used in your advertising campaigns, how relevant they are, and what response they give.
It is important to consider that the quality of keywords and phrases directly affects the effectiveness of an advertising campaign. High bounce rates and low conversion rates may indicate low quality keywords and phrases.
Analysis of ad and banner texts
The texts of advertisements and banners also need to be analyzed during the audit. It is recommended to pay attention to the presence of keywords and phrases, characteristics of the product or service, and a unique selling usa mobile database proposition. In addition, it is worth assessing how attractive and understandable these advertisements are for users.
Low CTR (click-through rate) and high bounce rates may indicate that ad and banner texts are not effective and require revision.
4. Cost effectiveness analysis
Rate and Budget Evaluation
In addition to analyzing ad texts and keywords, an important element of the audit is analyzing expenses. It is necessary to evaluate the rates and budget allocated for advertising campaigns.
Campaign. At this stage, you need to estimate the cost per click for keywords, identify the most expensive and least effective keywords.
It is especially important to pay attention to those words and phrases that have a high cost per click and at the same time a low conversion. It may be worth adjusting the bids or completely excluding such words and phrases from the list of keywords.
Optimization of budget and campaign composition
Based on the obtained data on rates and budget, you can optimize the advertising campaign. For example, redistribute the budget in favor of the most effective keywords, exclude less effective ones from the list, change targeting settings.
This optimization will make your advertising campaign costs more efficient and, as a result, increase conversion and overall campaign profitability.
5. Evaluation of traffic quality and conversions
Sales Funnel Performance Assessment
Sales funnel metrics help you understand at what stage you are losing customers. For example, many users are landing on your site, but abandoned carts are preventing you from achieving the desired efficiency.
An audit of these indicators will make it possible to more accurately customize advertising messages, customer interaction actions, and also identify possible technical errors on the site.
It is important to consider that the quality of keywords and phrases directly affects the effectiveness of an advertising campaign. High bounce rates and low conversion rates may indicate low quality keywords and phrases.
Analysis of ad and banner texts
The texts of advertisements and banners also need to be analyzed during the audit. It is recommended to pay attention to the presence of keywords and phrases, characteristics of the product or service, and a unique selling usa mobile database proposition. In addition, it is worth assessing how attractive and understandable these advertisements are for users.
Low CTR (click-through rate) and high bounce rates may indicate that ad and banner texts are not effective and require revision.
4. Cost effectiveness analysis
Rate and Budget Evaluation
In addition to analyzing ad texts and keywords, an important element of the audit is analyzing expenses. It is necessary to evaluate the rates and budget allocated for advertising campaigns.
Campaign. At this stage, you need to estimate the cost per click for keywords, identify the most expensive and least effective keywords.
It is especially important to pay attention to those words and phrases that have a high cost per click and at the same time a low conversion. It may be worth adjusting the bids or completely excluding such words and phrases from the list of keywords.
Optimization of budget and campaign composition
Based on the obtained data on rates and budget, you can optimize the advertising campaign. For example, redistribute the budget in favor of the most effective keywords, exclude less effective ones from the list, change targeting settings.
This optimization will make your advertising campaign costs more efficient and, as a result, increase conversion and overall campaign profitability.
5. Evaluation of traffic quality and conversions
Sales Funnel Performance Assessment
Sales funnel metrics help you understand at what stage you are losing customers. For example, many users are landing on your site, but abandoned carts are preventing you from achieving the desired efficiency.
An audit of these indicators will make it possible to more accurately customize advertising messages, customer interaction actions, and also identify possible technical errors on the site.