Views: 0 Author: Site Editor Publish Time: 2021-12-06 Origin: Site
With the continuous advancement of the Belt and Road policy, the transactions between my country and the Eastern European market have become increasingly close. As the largest search engine in Russia, Yandex also has a complete advertising system. However, many overseas companies have restricted their advertising due to new market expansion and other reasons. I am not familiar with advertising and have encountered many problems in campaign settings. Today we will help you understand how to optimize campaigns, clarify important settings and optimization principles, and help foreign trade for advertisers who are interested in improving the performance of Yandex.Direct campaigns. Businesses avoid common mistakes. 1. Common Mistakes in Search Ad Campaigns First, let’s figure out why you want to optimize your campaigns, and here we’ve summarized some situations you might encounter. Situation one: Let’s say your campaign has some new promotions recently, but the keyword list and ad copy don’t showcase the new products and services. Situation 2: The advertisement has started to be displayed, but there are very few clicks. This may be related to your coverage. We need to expand the coverage, download and analyze the keyword statistics, point out the keywords that may be added, and expand the advertising scope and target audience. Situation three: You have gained more user attention, but they are not the target users we are looking for. The main problem may lie in the keyword list and ad text. We will introduce how to deal with it in detail later. Situation four: We get clicks but clicks are very expensive.This means our campaign is not performing well and needs to be optimized immediately. Situation five: The ad was clicked, but there were no calls or orders, resulting in a very low conversion rate. This may be because the ad did not reach the target audience, and it is recommended to try the CPA strategy for the wrong audience. Of course, these situations cannot exhaust all common problems in advertising management, but the optimization ideas are roughly the same. Next, let’s analyze the optimization strategies of advertising campaigns. 2. Account structure When we talk about accounts, logically the accounts are already set up, Yandex.Direct has an indicator that helps us understand the account structure, this indicator is called Account Quality, the score goes from 0 to 10, and it is updated every 24 hours.Along with the score, there will also be corresponding optimization suggestions. Click on the suggestion report below to get detailed optimization directions. How do I create an account structure? The first step should be to carefully check the website we are going to use. Taking a flower shop's website as an example, we organize accounts according to products, usage scenarios, brands, and regions. 3. Handle Advertising Budget There are two channels for Yandex bidding, manual bidding and automatic bidding. 1. Automated bidding We are required to install the Yandex metrica tag on the website and use automatic bidding, which means that the system will help us set bids to obtain clicks at a certain price or maximize traffic under a specific budget. How can I view statistics and calculate the most appropriate bid? For example, our income is 3,000 rubles and the number of clicks is 50. If the income is divided by the number of clicks, we will get the best bid. 2. Manual bidding The click price in the auction is updated every 15 minutes.Statistics can be monitored, such as setting daily budget limits and minimum average daily budgets. How do I set my bids in the new interface? The bid for search impressions determines click volume.The higher the traffic, the more clicks you get.Premium placements drive the most clicks. When advertising in ad networks (YAN and ad exchanges), bidding determines audience reach.The higher the bid, the more people will see your ad on the ad network. On the campaigns page, select the necessary campaign and go to the keywords page.This page will display a list of all targeting criteria such as keywords, retargeting lists, and mobile app interests.Click Bid value and enter a new bid, or select the desired volume (for search bids) or reach (for network bids). 3. Automatic budgeting Click Auto Budget to get the weekly budget. This strategy effectively allocates your advertising expenditures within the budget. You can choose three options, maximum clicks, maximum conversions and maximum application installs (promoting mobile applications). There is a minimum weekly budget limit: 300 rubles/10$/10€. If no maximum bid is set, the system defaults to a maximum bid of 10% of the weekly budget. 4. Optimize average cost-per-click (CPC) Ideal for advertisers who want to maximize the number of clicks over a week while maintaining an average CPC of equal to or less than The amount they set. This bidding strategy is not suitable for advertisers who have specific spending assumptions and know how much they are willing to pay visitors.If we are a small and medium-sized enterprise, or our products and services are not competitive and the campaign has less than 100 clicks per week, then the average CPC strategy will help us reduce our average bid to a minimum of 0.9 rubles / 0.03 $ / 0.03€, Of course we also have the option to limit weekly consumption: 300 rubles / 10$ / 10€. 4. Advertising campaign settings 1. Geolocation If we want to provide services in specific areas or improve business goals in certain areas, we can set positive bids to attract users in certain areas. Similarly, negative bids can prohibit ads from being displayed in certain areas. 2. Adjust bids Bidding can be set at the ad group level, and we can retarget and select audiences by adjusting bids, mobile devices, age and gender, etc. So how to calculate the bid? Assume the original bid is 15 rubles: Women 25 to 34 years old - as this is our core audience, add 60% to the normal bid, i.e. 100% + 60% = 160% of bid or bid × 1.6 For mobile impressions - 'Increase 30%, which is 100% of bid + 30% = 130%, or bid x1.3 For Moscow cities and regions - 'Add 200%, i.e. 100% + 200% = bid or bid x 3 If the user is a female 25-34 years old, uses a mobile device and is located in Moscow, our calculation results are as follows: 15 RUB x 1.6x13x3 = 93. 6 rubles. 3. Relevant keywords of advertising copy If we want to make the user's search query highly relevant to the advertising campaign, we must ensure the relevance of the advertising copy. This requires us to Three points to note when setting up an ad campaign: Name your campaign in a simple and understandable way; Within a campaign, you can set and modify the display area for each ad; Fill in the v Card (electronic business card), which contains all contact details and will appear in all ad groups created.Make changes to v Cards on the campaign settings page and they will apply to all existing ad groups in the campaign. 5. Check the advertising quality Checking the quality of ads is an important part of the entire account management process, and the importance of landing pages and titles is self-evident. How to improve the quality of ads, you need to refer to the following points: 1. Landing page relevance Check the corresponding situation of the web page. The user enters Austria travel in the search. Our web page indicates Austria, travel prices and other information in important positions. That is a more ideal landing page. On the contrary, the landing page is messy and cannot generate conversions, so we need to Make sure the menu at the top of the landing page is clear and has contact information, pictures and other elements. 2. Highlighted titles Enter a vacation package, including dates, flights, hotels, food, etc., which are all related keywords. If our ad has these words, it will be displayed in bold to attract more attention. 3. Second ad title You can add additional information such as the latest promotions or change your site's special offers to make it as engaging as possible for users.
