Yandex actively promotes automatic strategies and simplified formats, promising quick results without deep settings. But the truth is that without careful control. Advertising campaigns often work ineffectively.
1. Garbage sites of YAN
One of the main problems of Yandex Direct belgium phone number library today is the huge number of garbage sites in the advertising network. Without exceptions of sites and other settings, after launching any new non-search campaign. You are almost guaranteed a flow of garbage traffic . But even with the right settings, it is not a fact that Yandex will show your ads on quality sites.
By junk sites I mean primarily mobile applications, from which a lot of random clicks come and the traffic is practically not converted into leads and sales.
Apart from mobile apps, there are also many websites with dubious visitors that provide very low quality clicks.
And finally, DSP platforms are third-party advertising networks from which Yandex buys traffic. Here you can’t even see where exactly the ads were shown. You’ll only see a domain like dsp.yandex.ru. These networks are also a source of extremely low-quality traffic.
What to do about it
1. One of the main sources of evil is Android applications. This is where the main flow of junk clicks comes from (and I assume that often these are not people at all, but bots). Therefore, in order to disable or minimize this traffic in a new campaign. You can completely prohibit traffic from Android in the campaign settings using adjustments, or set a downward adjustment.
Keep in mind that this will also disable or limit impressions on any websites on Android smartphones, where, in addition to garbage, there is also good traffic. Ideally, you should first test and make sure in practice that your Android also converts poorly. In my practice, this is most often the case, and if the client has a limited budget. Then I can immediately prohibit impressions on Android.
3. Constantly check the site report. As I mentioned above, new garbage sites appear constantly, so it is important to regularly check traffic sources and prohibit impressions on low-quality ones. In the case of a new campaign, I go to the statistics almost every day and check where the ad is shown. And update the list of exceptions. If I am convinced that the main traffic comes from good sites, then I check the statistics less often, +- once a week.
By the way, if you have product campaigns or a campaign master running , you can also prohibit impressions on inappropriate sites. However, you cannot add a list of sites in advance. You can only prohibit impressions on those where you have already had impressions.
This is not an obvious option, because Yandex does not provide an easy way to go to the statistics of these campaigns – you simply will not see such a link in the advertising account.
To go to the statistics of such a campaign. Open the statistics of any other campaign, find the cid parameter in the page URL, and replace its value with the number of the desired campaign:
2. Garbage impressions on search
Search campaigns are no longer as safe as they used to be. Yandex has become much more “inclusive” in “looking” at key phrases in campaigns, and even the most narrow and precise phrases (for example, your brand name) can generate impressions for completely inappropriate search phrases that are not related to your campaign or your products and services. What can we say about regular search campaigns with more general key phrases…
Even when creating a new campaign. You should carefully work through the list of negative keywords, and after launch, regularly check the search phrase report.
3. Autotargeting
Autotargeting is a tool in Yandex Direct that additionally expands the reach of search campaigns by showing similar search phrases. However, the latter is only relevant for campaigns with manual bidding.
There are cases where autotargeting (along with automated strategies for conversion optimization) does bring good results. However, not every campaign brings enough conversions for it to “learn” and find you new conversions among not quite relevant traffic. Many advertisers have a small budget and for them it is best to show only to the most relevant keywords.
If you have the same case, I suggest that at the stage of launching a new campaign, in the autotargeting settings, leave only target queries , and select manual for the cost per click and specify 0.3 rubles (that is, the minimum possible rate).
4. Media campaigns
The problem with online media advertising is that your banners and videos are often not even looked at , and sometimes they are not even seen by real people.
This is a problem inherent to most advertising networks. Not just Yandex Direct, and one could write a whole book about it. Advertisers around the world lose hundreds of millions of dollars of advertising budget every year.
I also think it’s important to remember that if the goal of the campaign is to increase awareness, then it’s not enough to see the ad once.Dget than you might think.
And if you launch, then choose the sites very carefully
5. A few products receive all the traffic in a product campaign
If you launch product advertising in Yandex Direct, you will most likely encounter the fact that only a few products receive 70-90% of all clicks. Accordingly, the majority of the product range will receive almost no impressions and clicks. Yandex is too quick to draw conclusions about which products give the best results, and immediately starts spending the entire budget on them, without properly testing the rest of the products.
Break your product range into several parts and launch a separate campaign for each of them. Within them. You will most likely encounter the same problem – a few products get the lion’s share of traffic – but you already have several times more products that receive traffic, and much more statistics on what is actually selling and what is not.
What else should you pay attention to?
I would like to point out two more important points for business owners who are just planning to launch Yandex Direct:
1. Simple formats are a waste of money
Yandex has been simplifying Yandex Direct instagram audit: what it means and how to interpret the results more and more in recent years. Their goal is to give the widest possible range of people the opportunity to launch advertising without special knowledge or without involving specialists with such knowledge.
Register, insert the link, top up your balance – and voila, the advertising campaign is ready.
If you are serious about advertising your business, you have two options: learn how to set it up correctly yourself, or hire a specialist.
2. Yandex Direct is not suitable for everyone
No matter how much “directologists”, ca cell numbers agencies, or Yandex managers try to convince you, Yandex Direct is not suitable for everyone.
Many people get good results there, but it’s not a fact that it will suit you too.