compare and apply – ppc.world

Yandex.Direct and Google Ads have “Recommendations” tabs – useful sections, but do we all know about them and do they recommend worthwhile changes? Let’s see how they help us and compare the versions.

Why Recommendations are Needed and Where to Find Them

Both systems analyze your campaigns, performance metrics, strategies, and more. Based on this, they make recommendations for improving advertising campaigns.

In Google Ads, recommendations are found on the left menu:

In Yandex.Direct, recommendations are located in the top panel:

Recommendations in Direct

Sometimes they are highlighted by alerts. For example, if you have campaigns that often run into a daily budget and lose clicks. You can also find recommendations for specific campaigns in the new interface. They are presented as a yellow light next to the campaign, and if you click on it, the interface will give recommendations for improving the campaign’s performance.

Alerts

Yandex.Direct and its recommendations

Since this feature in Yandex.Direct appeared relatively recently, it still provides only basic recommendations for improving advertising campaigns.

Second heading, additional links, clarifications

Yandex will promptly tell you which ads you haven’t added these important extensions to. He provides compelling statistics from his research and shows how much CTR will increase if you add clarifications, sitelinks, or a second headline.

Recommendations for adding refiners

Moderation of ads

You will be able to see which ads were rejected by moderation, quickly respond and correct ads. Convenient notification, especially if you have a large account, many campaigns and each one will take a long time to check. It is easier to refer to recommendations and spend the saved time solving the problem.

In the recommendations section, Yandex will also inform you on which ads you need to provide documents if there are restrictions on the subject of the advertised product or service.

It is also useful for topics without restrictions. Yandex periodically conducts automatic moderation, and during the verification process it may be confused by something in your ads. Then they will be rejected. And without recommendations, you will find out about this either by chance, or if your work involves a systematic, almost daily, check of all campaigns.

Therefore, we advise you to sometimes look into the recommendations section at least to check if all the ads are working.

Moderation recommendations

Few impressions

Yandex will indicate which groups have few impressions, and also tell you how to remove this status and make ads work. It is important to try each of the above points – one of them will definitely work.

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Preventing Low Impression status

Budget constraints

This recommendation applies to campaigns that have stopped due to budget constraints in the past seven days. In this case, Yandex suggests how much the budget needs to be raised in order not to lose clicks.

If your campaigns stop, check your keywords and bids.

Optimizing your budget

On which sites of YAN is it worth returning impressions

Yandex analyzes user activity on the site and the conversion rate of their actions, advises returning ads to a potentially effective platform if you have disabled impressions on it. And yet, before resuming impressions on the site, we recommend that you check your own indicators on it and make sure that you really need it.

Site recommendations

Auto targeting for groups

Yandex.Direct analyzes phrases in your groups. If he sees that some requests are missed, he will offer to connect auto-targeting so that the system works for you, and you do not lose impressions and clicks along with them.

Auto targeting for groups

Unlike additional relevant phrases, auto-targeting pays attention to your landing page and selects queries more correctly, so a recommendation can be very useful. But still, after turning on the function for groups, do not forget to check search queries and update the list of negative keywords.

Google Ads and its recommendations

Google recommendations have been around for a long time. We managed to get used to them and often listen. If you are not already working with them, we advise you to take a look and consider some points.

Google has a difference: if Yandex recommendations are still in the basic “configuration”, then Google issues them on the basis of a deep analysis of all the settings you set, the conversions received, the effectiveness of ads, the activity of search queries on the network, and so on.

If you don’t have any recommendations in a section, there are two possible options:

  • you recently launched campaigns;
  • you have everything sorted out, and Google needs time to figure out what else can be helped.

Recommendations are presented by category. This, by the way, is not enough for Yandex yet. Next to each is the percentage by which the effectiveness of your ad will increase after the recommendation is implemented. On the left is the percentage of your ad’s effectiveness at the moment.

Recommendations view in Google Ads

All tips are divided into several categories:

  • troubleshooting;
  • rates and budgets;
  • keywords and targeting;
  • announcements and extensions.
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All the main key areas of optimization are involved. Each proposal can be considered in detail by clicking on “View recommendation”. Google will show you how it made its conclusion about the importance of the recommendation and what prognosis to expect after its implementation.

A very convenient function that Yandex does not yet have – it manages to use simple charts. Viewing such information can give you new thoughts and fresh ideas.

Announcements and extensions

In this category, Google Ads will offer options to improve your ad, from adding a second headline and increasing relevance to testing multiple ads. All actions are aimed at increasing CTR. There may also be guidelines for optimizing rotation and adding responsive ads.

Rates and budgets

An interesting category, because this is where Google shows its capabilities in analytics. And many of his advice is worth listening to. The system will tell you which strategy is better to choose for the current campaign if it sees that it is losing clicks or conversions. Google also analyzes which devices the traffic is coming from, where it is more efficient, and what to adjust for budget or bids.

Recommendations may draw your attention to the following points:

  • phrases that do not have enough bid for the first page or first positions;
  • which campaigns run into the daily budget;
  • whether it is worth switching campaigns to even displaying of ads (here you need to carefully weigh the pros and cons, because with a uniform display, there is a high probability of losing targeted clicks);
  • Isn’t it time to have a smart Shopping campaign.

Rates and budgets

Keywords and targeting

Here Google will show you which keywords are not working. The system takes great care to ensure that you do not show ads for irrelevant queries. She will suggest expanding the list of negative keywords, remind you about setting up phrasal and broad matching. Shows conflicting negative keywords and checks if relevant landing pages have been added to your ad. Suggest pages that will improve performance.

Keywords and targeting

In this category, most of the recommendations are devoted to correcting key phrases. Google will keep track of everything and will come to the rescue at any time: offer to expand coverage through an affiliate network or customize audiences; will tell you how to start a smart KMS and whether you should do it.

Troubleshooting

Here are all the tips for making your ad work correctly. The system will carefully remind you to tidy up your ad texts and links, set up conversion tracking, check if the moderation rejected something, and if so, it will help you solve this problem. It will also show you which groups do not have keywords or ads.

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This is a more comprehensive category than in Yandex.Direct: Google will check your ads from and to.

Tracking changes

Google and Yandex have done a great job of showing care and attention to advertisers and their campaigns. And if their proposals can be implemented in almost two clicks, then there is no direct way to track the effectiveness of certain recommendations. No system flagges the implementation of tips in any way, only entries in the “change history” remain. Remember that if Google reflects all the changes, then in Yandex only a limited list is included in the history.

If, after analyzing the data and based on the goals of the campaign, you decided to implement any of the recommendations, record the time of the changes and make a slice of statistics. However, you do not need to track your performance every day – it will give you nothing but a mess in your head. Wait at least a week, or preferably two, and compare the indicators.

Output

Google Ads and Yandex.Direct are different systems, and the “Recommendations” sections illustrate this well. Google came up thoroughly and decided to help advertisers in deep ad optimization. Meanwhile, Yandex has focused on being the right hand of the advertiser and taking care of the advertising work, as well as displaying full-length ads.

In each of the systems, it is convenient to add recommendations using just a couple of buttons. True, Google has approached the provision of convenience with full dedication and is ready to set everything up for you. Yandex, on the other hand, does not take on such responsibility yet and can only show groups or ads that need adjustments.

If you run your campaigns on both sites and they are not very different from each other, we recommend using the “Recommendations” of both systems at once. This way, you can comprehensively check the campaigns for compliance with the requirements, based on comments from Yandex, and make sure that ad extensions are available using Google Ads. Paying attention to Google’s recommendations on adjustments by device and launching new audiences, analyze your campaigns in Yandex.

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