Each article titled “20 services for …” contains the same services. PPC selections are no exception. Indeed, the majority of contextual advertising specialists use plus or minus the same set of services and solve everyday tasks in the same way.
We want to share little-known features in a wide range that can greatly simplify the work with contextual advertising. We use them every day.
We do not exclude that in large or highly specialized agencies such tasks have long been automated and are solved using internal solutions. But we hope that their specialists will also find useful tricks in the article.
We speed up the verification and cleaning of search queries from garbage
Every specialist is familiar with reports on search queries in Yandex.Direct and Google Ads, which, with the support of advertising, often need to be “combed”. In them, we find the “garbage” parts of phrases, which we then add to negative keywords so as not to show ads to non-target audience. And if the semantic core is large and contains high-frequency phrases, then sometimes you have to look through thousands of search queries, reading each one and manually writing out non-target words. This is a very routine action, often driving up sadness and melancholy.
Hey, it’s almost 2019! Teslas are driving through the streets on autopilot! Manually, in such a situation, it should be just a shame to continue to collect negative keywords.
This process is greatly accelerated by just one free browser extension – the Negative Keywords Tool.
Add this extension to your browser, and any report in the Yandex.Direct or Google Ads web interface will become interactive – you can simply click on any word, mark it and add it to the list, and at the end of the check, press one button and copy the entire list of marked words. Moreover, in Direct you can copy with commas between phrases to immediately add them to the list of negative phrases, and in Google you can copy a list without commas. Everything in mind!
PS We use Negative Keywords, but there is also a similar Wordstarter service.
Checking for broken links in ads
One of the most common mistakes that we see when auditing contextual advertising is the presence of broken links in ads.
It is most often found when advertising large sites, online stores or a group of landing pages. But even where there is only one link, it happens that a specialist somewhere incorrectly wrote a UTM tag, and as a result, the link leads to a 404 page.
Such links in ads drain the advertising budget. But their presence, even if there are many links, is easy to check.
This is done in three steps:
- First, we register in the “Pixel Tools” service.
- Then go to the tool “Service for checking server response” and insert links in a list or in a file, click “Check”. You can check up to 250 links at a time for free.
- We receive the answer in the form of a table and analyze the link response codes.
Insert links directly with UTM tags, because we can often make typos in them too, for example, omit a question mark or “&” somewhere.
We checked several links in the service, everything is in order with the codes, there are no errors.
Tracking competitors’ advertisements in Yandex search
Turn on spy mode! We know that there are many services such as SpyWords, Serpstat, SimilarWeb and others, but sometimes you just need to quickly and easily see what promotions and offers competitors are trumpeting, so as not to get into trouble when writing your own ad texts.
We conducted a mini-survey among contextual advertising specialists of partner agencies and fellow freelancers. Only a third of them know that Yandex has a search ONLY for advertisements, this was a blatant discovery for us.
For those who did not know – on a special page, you can enter any queries and see in the search results all advertisements of competitors who also added this phrase to their advertising campaigns.
The link to it is in the tabs under the search bar, but it is not displayed on the standard Yandex page, so just follow the link, write the keywords of interest, and voila! We see all advertising for the request you need.
But that is not all. By default, search for advertisements by request will occur in the region in which you are located (sometimes throughout Russia). There is no region change in the page interface, but the region can be changed manually.
To do this, simply make a request and in the link change the value of the “? Lr = ####” parameter to the required one. The lr parameter in the link is responsible for defining the region, and by manually specifying the desired value, you can select any country, region or city.
lr = 35 in this case is a search for ads that are shown only in Krasnodar.
The region values for the LR parameter can be viewed in Yandex, but a more complete list of city codes is available here.
Such a wonderful and necessary thing, but for some reason almost never used by specialists.
Tracking competitors’ ads in YAN
YAN works differently from search advertising, but here it is also important to constantly monitor and analyze competitors’ ads.
How do most specialists do it? They just enter some queries in the search, and then they want to go to popular sites like mail.yandex.ru or auto.ru and see which ads are shown to them. Amateurishness, and only 🙂
Let’s open a secret – you can see all the ads of competitors in the YAN for a key phrase in real time. We just use the AdvSpider service for this.
Also here you can choose any city of the CIS and choose between PC and mobile devices.
In this simple way, you can check the offers and creatives of your competitors in YAN, and most importantly, you can study which pictures your competitors are using and stand out against them.
Once, in Yandex.Mail, they showed me three ads from different companies with the same picture! Do not do it this way.
PS If you do not want to pay for the service (60 rubles for three days, 300 rubles for a month), you can enter basic keywords in the Budget Forecast, and then click on any phrase in the “Phrases” field. Ads of all competitors who advertise for this word will appear, but this is not so convenient.
Keyword multiplication without Excel
Probably the most commonplace point, but we noticed that many still make up word masks in Microsoft Excel. In our opinion, this is not entirely convenient, so we have compiled a list of services that will help you quickly connect words to each other in different ways. This is useful if you need to quickly compose keyword masks and send them to a conditional “Magadan”, “Wordboy” or Key Collector.
We use the second one, it is old and stable, it processes even tens of thousands of results without glitches.
Working with Wordstat
Many people know about the Yandex Wordstat Assistant extension, which allows you to quickly collect phrases in Wordstat, but few people know that there are many such extensions. They are all slightly different and everyone can find a tool to their liking. For example, we use the free Wordstat Helper.
And there are also such:
In the article, we have shared the services that we ourselves use on a daily basis, but which are usually not written about in popular blogs, channels and collections. We will be glad to learn about the same not very popular, but useful things that you use when working with advertising. Write about them in the comments.