Due to the high competition in Yandex.Direct in 2018, it became more difficult to get the desired indicators in applications and their cost from the first launch. Therefore, analytics and optimization of advertising campaigns based on the statistics obtained are becoming the cornerstone. I have created a selection of the main reports on which our agency works with contextual advertising.
- Report in Metric “Direct – Summary”
- Report in the Metric “Direct – Expenses”
- Report “Bids for phrases” in Direct Commander
- “Statistics for all campaigns” in the Direct Report Wizard
- Report “Statistics – Search phrases” in Yandex.Direct
- Site Behavior report in Metrica
Report in Metric “Direct – Summary”
The main task is to check all the basic indicators and make sure that there are no critical deviations over the period: drops in CTR, CPC growth, etc.
This is a basic report in which you can make any statistics slice using filters and groupings.
Report in the Metric “Direct – Expenses”
The main task is to check expenses for each key, as well as find phrases that are inefficiently spending the budget. “Direct – Expenses” is the main report on the actual costs of advertising campaigns in Yandex.Direct.
When working with the report, it is important to understand the maximum bid price, disable phrases and edit ads based on these values.
Report “Bids for phrases” in Direct Commander
The main task is to analyze bids by keywords. Make sure your bids are delivering the required display spots with an acceptable CPC. Pay special attention to hot and already converting phrases. It is important to avoid rate drawdowns and loss of target conversions.
“Statistics for all campaigns” in the Direct Report Wizard
Basic report on data for all search campaigns and in YAN.
You can analyze ads in any cuts. We most often use the following reports:
Find phrases and ad groups with low CTR
The main task is to find groups that have ads with a low CTR in order to fix them later.
Companies – Groups – Failures
The main task is to find phrases with a high bounce rate. Having found such phrases, you need to analyze them in order to understand what the problem may be. Here are some reasons:
- there is no connection between the ad text, headline and key phrase;
- an ad with this phrase leads to an irrelevant landing page;
- the key phrase itself is not targeted.
Ad impression and click positions
The main task is to find problems with the failure of ads in the guarantee and loss of traffic. As you know, there is colder traffic, that is, less inclined to leave a request on the site. The logic is simple: if a person has scrolled through all the advertising and search results on the page and clicked on the ad, then he most likely has already left an application with competitors and is less likely to leave it on our website. Or he is not ready now to leave applications at all and simply collects information on sites in order to figure it out on his own. Hence the drop in the number of applications and site conversion.
The exception is niches with a long cycle and deals and a high bill, where it is important to go through the entire Internet, compare all offers and only after that make decisions about the purchase: b2b equipment, complex services, construction.
To solve the problem, I advise you to increase your bids so that your ads appear in the top positions.
The main task is to analyze sites with a high CTR and inappropriate traffic (there are either no orders at all or they have a high CPA). It is also important to take into account the number of crossings from the site (there must be at least 50) and the total consumption along it. We disable ineffective sites by adding them to the list of prohibited sites in the advertising campaign settings.
Report “Statistics – Search phrases” in Yandex.Direct
The main task is to find new negative keywords to cleanse semantics. The report displays real search queries entered by Yandex users, not just keywords from ads. Having found negative keywords in the report, check their presence in the semantics through the Commander, disable and add negative keywords to the list.
Site Behavior report in Metrica
A series of reports to measure user interaction with the site.
Webvisor, click and scroll maps
The main task is to see the private behavior on the landing page (Webvisor) and the statistical behavior on the page (maps).
Questions to ask:
- What prevents a user from leaving a request? Why didn’t he leave a request now?
- What blocks on the site does the user study most thoroughly, what does he consider the most important and interesting?
- Where does he most often clicks, clicks, what attracts his attention?
Visitor information: geography, interests, demographic data
The main task is to analyze real site visitors and compare them with the described target audience segments. Is traffic coming from the right region? Do the socio-demographic characteristics of real users coincide with the portrait of the target audience?
Visitors – Loyalty
The main task is to study information about the loyalty of visitors. How many times do they visit the site before leaving the application, what is the time interval from the first visit to the conversion. This information is needed for a holistic view of how people make purchasing decisions. The data can be useful for forming marketing hypotheses, retargeting lists, the most relevant commercial offer, etc.
The main task is to see how the site works from different devices. You can often see a high mobile bounce rate. In this case, see how the site is displayed on different devices. Particular attention to the application form – whether it can be sent from a mobile or not. If problems are found (the site is not displayed or is displayed incorrectly, the form does not work correctly, the pages take a long time to load, etc.) we set the task for the programmers and eliminate the shortcomings.