The author of the article: Svetlana Ignatieva,
specialist in contextual advertising company SEO.RU
Correctly specify the “Display region” in the settings
If it is economically impractical for your company to deliver goods across Russia, you do not need to set Russia and even more so the CIS in the Display Region setting. Specify the most accurate display region: if the company operates in Samara, then the display region is Samara. Otherwise, you will spend part of your budget on non-converting impressions and clicks.
Precisely define the “Display time” setting
At night, rarely does anyone make purchases and order services. Another thing is an online store that operates in different time zones throughout Russia. In this case, it makes sense to set a round-the-clock display. Otherwise, exclude the night hours from the time targeting settings:
Choose not the highest CPC bid
Now in Yandex.Direct the rate is assigned based on the received traffic volume. Approximately 75% to 100% reach is shown above search results, the ad will be less effective under organic search results. Everyone wants to be at the top and get the first attention from users, but 100% coverage is usually the highest bid. Therefore, in order to be above the search results and not overpay, you can set a bid to buy 80% of the traffic volume:
Adjust rates for weekends and holidays
Reducing the cost per click on weekends by 50% can also save you a lot. In this case, the percentage is calculated based on monitoring prices on weekends.
Exclude non-target audience
You can also turn off impressions in bid adjustments, for example, to users under 18 by lowering the bid to -100%. Or by creating a segment in Yandex.Metrica, for example, for users who had a 100% rejection on the site, and no longer show them ads.
Add negative keywords
Analyze ad campaign statistics on a regular basis and add non-targeted search queries to negative keywords:
This will allow you not to spend your budget on impressions and clicks to users who are not interested in buying your products or services.
Exclude inappropriate advertising sites in YAN
In YAN, you can immediately exclude mobile applications (as a rule, their address begins with com or ru), as well as all non-target sites for which ads receive a high percentage of abandonment and low time on the site:
Create ads that are most relevant to keywords
Pay attention to how relevant the ad is to the keyword: the higher the relevance, the lower the cost. If the keyword is not included in the headline and text of your ads, your CPC can be several times higher than the relevant ad’s. But you need to put the keys without fanaticism: the ad should be attractive to the user and at the same time not contain an incoherent set of keywords.
You may have to take the time to manually trigger these settings, but that will give you back in saved money for really effective PPC advertising.