The Yandex advertising network includes tens of thousands of sites. Advertising on YAN sites allows you to achieve large coverage, which is useful if:
- you have a new product and the demand for it has not yet been formed;
- you want to catch up with website visitors;
- searches for a business are not obvious.
Search advertising is in hot demand, which means it must meet the specific needs of the target audience. For advertising on networks, it is important to form an offer that can interest a user who, perhaps, is just thinking about buying.
When setting up a campaign in YAN, an advertiser builds hypotheses, and after a while evaluates how they are confirmed. Based on this data, it filters out those that did not work, adjusts advertising campaigns that could work better, excludes ineffective sites, and fine-tunes audiences. This process is called optimization. When optimizing advertising in YAN, the main emphasis is placed on platforms and audiences.
I will tell you how to optimize advertising campaigns in Yandex networks using the example of promoting a free online workshop for employees of industrial enterprises.
Client: a company offering solutions for the digitalization of production
Region: Russia and CIS
Project Description: a free online workshop on the implementation of artificial intelligence projects and digitalization of production for employees of industrial enterprises, students of technical universities, Big Data specialists.
Problem: highly specialized course, few applications, despite the fact that the workshop is free.
The solution to the problem included:
Working with semantics
At the start, you have collected, as it seems to you, the most effective queries – frequency queries with great coverage. Absolutely everyone interested should see your ad for sure. But two months later, it turned out that the conversions were not enough, and the price of the targeted action is comparable to the flight “Voronezh – Miami” on a personal superjet. Let’s see what you can do here.
1. Low-frequency queries
Typically, YAN uses high-frequency and medium-frequency queries. However, at the optimization stage, you shouldn’t neglect low-frequency ones – they can also “expand the funnel” and give conversions. In this project, we used Yandex’s tips and included all queries that fit the meaning. For example, the query “lean enterprise” according to Yandex.Direct had very small reach, but we included it anyway. He brought us one additional application with a 100% conversion rate.
At least this can be tested.
2. Near-target queries
For narrow-profile topics, where relevant queries can be counted on the fingers of the left hand of a turner-milling machine operator, there is a high probability that near-target queries will turn out to be a real gold mine.
The promoted course is aimed at people who already work in industrial plants and are familiar with digital manufacturing. Its task is to deepen knowledge and acquaint with the features of the introduction of artificial intelligence in various industries. Hardly many people from our Central Asia are looking for such an education. Therefore, we have chosen the words related to working with data: machine learning, Big Data, Data Science, etc. As it turned out, it was for such requests that the most conversions were made.
At the beginning of a project, it is difficult to determine for sure who will respond to your ad. Therefore, in the process of advertising optimization in YAN, working with the audience is inevitable.
1. Audiences of other client sites
If you have multiple sites and sites for related services, use their audiences for retargeting. This makes it more likely that the ads will be seen by the most interested buyers – they have already come into contact with your brand, were interested in your product. This audience cannot be called cold, so you can expect higher conversions.
Our client has several other sites with similar topics. The screenshot shows the audiences of these sites. It is from this segment of users that we received the most applications.
2. Additional audiences
Additional audiences allow you to fine-tune your ad and make your creative personalized. Metrica reports on long-term interests will help to form additional audiences for advertising in YAN. They show a wide range of interests of site visitors. Based on them, you can form segments for remarketing.
To build a report:
one. We go to “Metrics reports” – “Long-term interests”.
In the report, you can see the categories of user interests, behavioral indicators, affinity index.
2. Choose a category.
For our project, we decided to test the category of interests “education”. Why? High affinity index, acceptable bounce rate, good time on the site. Create a segment based on this category.
Lead-based segments can be combined with other Metrica goals.
- were on the site, the interests of “education” – all met;
- sent an application – none have been completed.
3. Create a creative
Knowing the interests of our users according to Metrica data, we can create personalized ads by contacting the user directly.
Thanks to this combination of segments, we were able to additionally receive two requests from 28 clicks per week with a conversion of 7.14%.
Image and text-image ads
Together with text and graphic ads in YAN, you should use as many image ads as possible. If the site supports displaying banners, the image ad will be displayed. One option can be used in several sizes and compare the format indicators with each other. For ease of comparison, you can mark them with UTM tags corresponding to their formats.
The effectiveness of an ad is measured by user behavior: bounce rate, conversions. If the indicators do not please you for one or two months, they are unlikely to please you in another month. We disable such ads.
Compare text-image and image ads. In our category, text and image ads are great.
The goal of our advertising campaign is to enroll in a course. The subject is complex, pictures are not enough here, information content is needed. During the selected period, image ads received significantly fewer impressions and clicks. They have high bounce rates, lower CTRs than text-image ads, and no conversions.
Here’s what the text-image ad and image banner looked like in this ad campaign.
In our projects, text-image ads always work better. Perhaps users trust text more than pictures. Graphics are usually used to introduce an audience to a brand, not for sales. However, graphic banners can be more effective in your topic – do not forget to experiment. Test different creatives, titles, texts.
Screening out ineffective sites
But what if your ads are not being clicked on because the sites where they are running simply do not have your audience? You can find out by analyzing the placements. These should be weeded out first:
- sites with a high bounce rate;
- sites with low CTR.
Reports in Yandex.Direct will help you identify inappropriate placements.
Option 1. Report by sites
Right here you can prohibit impressions by checking the box opposite the site.
Option 2. Report Wizard
We select a slice by the name of the site and the required columns: impressions, clicks, CTR, expense, conversions, bounces, depth.
We generate a report and sort it by clicks or conversions. In this case, you will have to manually minus sites in the campaign parameters. This report option is convenient because you can see all the most interesting indicators.
So that two months after the start of the campaign you do not have to hunch back day and night over weeding out low-quality placements, carry out preparatory measures:
- Analysis of sites by subject. There is often a correlation between site performance and its relevance to the topic of your product. Don’t be lazy to analyze your target audience in advance and exclude those placements that don’t suit you. So for the b2b segment, entertainment sites are rarely suitable, but for an online store in b2c they are quite suitable.
- Analysis of sites by format. If you like to “surf” from your phone, then you’ve probably come across ads that are hard not to click on. Sometimes it is better to disable such sites in advance. Don’t wait for idle clicks on such ads to gobble up your budget and worsen your ad performance.
- Analysis of sites by bounce rate and CTR. Of course, you won’t be able to do this before the start, but keep your finger on the pulse from the very beginning. Study sites from 20-30 transitions. If there were fewer transitions, then it is too early to draw conclusions. When the bounce rate is above 20-30%, feel free to turn off the site. In the example below, this is exactly the situation – many impressions, low CTR, high bounce rate, zero conversions.
A low CTR means your ads are showing at the bottom of the page or not being visible. If there were a lot of impressions on the site, and there are few or no transitions, it is better to turn it off.
How can you improve your ad in YAN?
New Years, Cosmonautics Day or Hanukkah are approaching? This is your chance to improve the effectiveness of your ad campaign. Add more creatives to the event. We have already written about how to decorate ads in Yandex Direct for the New Year, but this is not the only holiday. Such advertising is more emotional and warmer. The target audience will see the human face of your brand and will more actively respond to offers.
Don’t be afraid of funny and non-standard pictures.
Another tip is to group your retargeting ads by login page. So you will show ads to those people who were initially interested in a specific section of the site. This will help you avoid a rise in the bounce rate and return the interested user to the site.
Use as many targeting options as possible, experiment with formats and keep an eye on the sites – your already good ad campaign will be perfect.