Rules for using the Yandex.Direct strategy
Posted: Mon Jan 27, 2025 10:53 am
Understanding the goals of an advertising campaign, choosing the right values and setting restrictions correctly are the conditions for excellent performance of Yandex.Direct strategies.
A number of rules that must be followed to ensure effectiveness:
Install and configure the Yandex.Metrica forex email list counter, and set the goals in it correctly.
Plan one advertising campaign for a specific target audience (an ideal option for a specific landing page).
Create a separate ad for each key phrase (it is advisable to include a search phrase to improve clickability).
Accumulate sufficient statistics since the launch of the advertising campaign or its last change. Most often, the period is at least three weeks, or the campaign "baggage" must contain 1000 clicks or at least 40 conversions.
To accumulate statistics, a sufficient request capacity is required (usually from 10 thousand/month). It is possible to expand due to mid-frequency and high-frequency phrases.
Don't panic if at the start of an advertising campaign you find expenses that exceed planned indicators. The fact is that the automatic strategy of "Yandex.Direct" selects the best values by testing different methods of displaying ads and rates: partial overspending is inevitable.
Enter correct, consistent parameters: average or maximum CPL conversion price, weekly budget, etc.
Ensure that the landing pages that users reach by clicking on an ad match search queries and meet customer needs.
Make sure the site and landing pages are accessible and load quickly.
Consider that changes on the landing page (new USP, promotion, design, etc.) affect the statistics of the advertising campaign in Yandex.Direct.
Remember that the system distributes the advertising budget from Monday to Sunday, excluding days when impressions are disabled.
Keep in mind that Yandex.Direct does not have the “wholesale is cheaper” rule, because audience expansion most often entails an increase in the average click-through price.
Remember that the strategy does not always have time to respond in a timely manner to a decrease in financial parameters and may result in budget overruns.
Let's take a closer look at the two most important rules.
Accumulate sufficient statistics on the advertising campaign.
Rules for using the Yandex.Direct strategy
You should not expect immediate achievement of campaign indicators and planned strategy effectiveness. To accurately predict user behavior on the resource, the system analyzes a set of factors in a complex in real time.
Data and forecast are updated every 15 minutes (in your personal account – every hour).
To obtain reliable statistics, Yandex.Direct requires at least a thousand transitions, which can take from one to three weeks. Then the effect of applying/changing the strategy will be visible.
Therefore, it is necessary to strive to ensure that the advertising campaign corresponds to a sufficient number of key queries (10 thousand queries/month in total). If the ads are only for low-frequency queries, the semantic core should be expanded so that the system can quickly collect correct data.
A quality choice of settings is thought out at the first launch, because frequent adjustments of values and restarting the strategy force Yandex.Direct to analyze the data again.
Set correct parameters and restrictions.
Selecting campaign settings in Yandex.Direct and setting important restrictions are essential conditions of the strategy, which is more effective the shorter the list of restrictions.
A number of rules that must be followed to ensure effectiveness:
Install and configure the Yandex.Metrica forex email list counter, and set the goals in it correctly.
Plan one advertising campaign for a specific target audience (an ideal option for a specific landing page).
Create a separate ad for each key phrase (it is advisable to include a search phrase to improve clickability).
Accumulate sufficient statistics since the launch of the advertising campaign or its last change. Most often, the period is at least three weeks, or the campaign "baggage" must contain 1000 clicks or at least 40 conversions.
To accumulate statistics, a sufficient request capacity is required (usually from 10 thousand/month). It is possible to expand due to mid-frequency and high-frequency phrases.
Don't panic if at the start of an advertising campaign you find expenses that exceed planned indicators. The fact is that the automatic strategy of "Yandex.Direct" selects the best values by testing different methods of displaying ads and rates: partial overspending is inevitable.
Enter correct, consistent parameters: average or maximum CPL conversion price, weekly budget, etc.
Ensure that the landing pages that users reach by clicking on an ad match search queries and meet customer needs.
Make sure the site and landing pages are accessible and load quickly.
Consider that changes on the landing page (new USP, promotion, design, etc.) affect the statistics of the advertising campaign in Yandex.Direct.
Remember that the system distributes the advertising budget from Monday to Sunday, excluding days when impressions are disabled.
Keep in mind that Yandex.Direct does not have the “wholesale is cheaper” rule, because audience expansion most often entails an increase in the average click-through price.
Remember that the strategy does not always have time to respond in a timely manner to a decrease in financial parameters and may result in budget overruns.
Let's take a closer look at the two most important rules.
Accumulate sufficient statistics on the advertising campaign.
Rules for using the Yandex.Direct strategy
You should not expect immediate achievement of campaign indicators and planned strategy effectiveness. To accurately predict user behavior on the resource, the system analyzes a set of factors in a complex in real time.
Data and forecast are updated every 15 minutes (in your personal account – every hour).
To obtain reliable statistics, Yandex.Direct requires at least a thousand transitions, which can take from one to three weeks. Then the effect of applying/changing the strategy will be visible.
Therefore, it is necessary to strive to ensure that the advertising campaign corresponds to a sufficient number of key queries (10 thousand queries/month in total). If the ads are only for low-frequency queries, the semantic core should be expanded so that the system can quickly collect correct data.
A quality choice of settings is thought out at the first launch, because frequent adjustments of values and restarting the strategy force Yandex.Direct to analyze the data again.
Set correct parameters and restrictions.
Selecting campaign settings in Yandex.Direct and setting important restrictions are essential conditions of the strategy, which is more effective the shorter the list of restrictions.