Views: 0 Author: Site Editor Publish Time: 2021-12-02 Origin: Site
Through learning from the previous course, 'How Chinese companies can use Yandex to quickly enter the Russian market》: I believe you have already understood how Chinese companies can quickly enter the Russian market with the help of Yandex. Today, the editor will continue to use Yandex to share with you how small and medium-sized B2B companies place search ads in Yandex.Direct, and how. Set up your first search advertising campaign in Yandex.Direct. We need to finalize three points before advertising: 1. What are the keywords of the products being advertised; 2. 2. Choice of placing on the market; 3. Plan your monthly budget. This course will introduce you to how keyword advertising works, and learn every stage of creating Yandex.Direct ads, from keyword screening to ad content creation and review. Preliminary preparation: To start placing Yandex.Direct ads, we must first have an independent Yandex account. The information required to open a Yandex account includes: company name, account opening website, contact person, contact number, and common email information.After opening an advertising account, the next step is to add and set the advertising content. In addition, before the advertising goes online, we also need to conduct a health check on the promotion website to ensure that all indicators of the website are normal. For example, the opening speed is ≥3s and the mobile terminal is suitable. It is suitable, the website score is above 80 points, etc.Today we will mainly learn how to set up Yandex.Direct’s first search advertising campaign. 1. How keyword advertising works Before learning how to build an ad campaign, let’s first understand the relevant information about keyword advertising.People visit Yandex every day to search for a variety of products and services—whether it’s televisions, new smartphones, cake delivery, wedding dresses, mining truck equipment, and more.By placing ads in Yandex.Direct, we can respond directly to these user queries. 1. How ads are displayed Keyword advertising will use the following two methods to attract users to visit our website. Users can see our advertising information on desktop computers and laptops, as well as on smartphones or tablets. 2. Search ads: displayed based on search terms To respond to users' queries directly on the Yandex search results page, the Yandex.Direct system uses keywords, i.e. the words entered by users when searching for products or services.For example, the advertiser is a manufacturer of machinery and equipment.He creates an ad in Yandex.Direct and adds the keyword [Mining truck] to his keyword list.When users enter a query containing this keyword - for example, [buy Mining truck], they will quickly find the product they need.These search advertising content will be displayed on the Yandex search page and the search results page of partner websites (such as: go.mail.ru, bing.com, rambler.ru, etc.). 3. Topic advertising: based on user interests and website content Yandex.Direct is not limited to search ads. If the ad theme matches user interests or website content, the ads will also be displayed on tens of thousands of websites under the Yandex network and external advertising networks. This can significantly increase our ad exposure and we Potential customers can also be mined from the vast Internet. 4. Advertising price: pay for clicks, no charge for no clicks Yandex.Direct uses a pay-per-click model, which means we only charge when users click on an ad to go to our website. We only pay for visitors who actually reach the website. 2. Select keywords Next, learn how to filter for suitable keywords in Yandex.Direct search ads.Keyword lists play an important role in an advertising campaign - choosing the right keywords ensures that only your target audience will see our ads.A basic keyword list will include the names of the products or services we wish to promote. To simplify the process of building a keyword list, it is recommended to use the WordStat tool.With this, we can select the most accurate keywords to prevent ads from being displayed to non-target audiences, wasting our advertising costs and causing unnecessary losses.Below we’ll learn how to pick keywords in three simple steps.PS: To make it easier for everyone to learn, we have switched the interface language to English first. 1. Select the location of your target audience Enter the keyword [Mining truck, Russian - Карьерный самосвал] in the search box, select [All regions] on the right, select the location of the target audience, query product-related traffic data, and filter the keywords. 2. Pick keywords Think about what products or services we plan to promote and how users will search for them – what keywords or keyword phrases will be entered into the Yandex search bar?Enter keywords into WordStat that clearly describe the product or service we are promoting, such as brand name or model or material.View the monthly forecasted impressions for this keyword and similar keywords.In this way, we can build our own keyword list based on the user's common keywords.When creating your first campaign it is recommended to use keyword phrases that contain several words. 3. Filter keywords After selecting keywords, you can consider which keywords we do not want to display ads based on. To do this, we need to check long-tail keyword groups. For example, we display ads based on the [Mining truck] keyword group and operate a business in Novosibirsk.In this case, [buy Mining truck in Novosibirsk] long-tail keyword phrase can be added to our keyword list, and [buy Mining truck second hand] [buy used Mining truck] or [buy Mining truck in Moscow] can be long Tail keyword phrases are added to the negative word list because users entering these queries are unlikely to be interested in our website. 3. Evaluation of Advertising Budget Yandex.Direct mainly uses a pay-per-click model (except for display ads, which charges per thousand impressions).Let’s learn how to attract more customers by managing your ad bids and delivery budget.The number of clicks an advertisement receives is affected by many factors, such as the advertising area, keyword click price, product keywords, etc. 1. Create a campaign budget With the help of the budget forecasting tool, we only need three steps to set an advertising budget: 1) Select the area (one or more) where the advertisement will be placed 2) Set forecast parameters: forecast period, website type, currency selection 3) Enter the keywords you selected previously PS: You can use the keyword recommendation function to add keyword groups and expand and promote related keywords. Click [Calculate] and we will see the predicted click price and number of clicks for each keyword group. You can also save the generated budget forecast in XLS file format.The final budget result depends on the keyword groups we selected and the website where the ads are displayed. Changes in these parameters will also lead to changes in the budget amount.The forecast budget amount can be used as a reference for setting up the campaign. We can change the budget at any time after setting up the campaign. 2. Factors affecting click price in Yandex.Direct ad click rate The relevance of advertising content and titles to keyword groups How relevant the landing page is to the user's search query After the campaign is launched, we can optimize advertising content based on data feedback and attract customers at lower prices, thereby maximizing advertising effectiveness. 4. Create a search advertising campaign in Yandex.Direct After the keywords and advertising budget have been selected and confirmed, we can create our first search advertising campaign.When creating an ad campaign, you need to enter the campaign name, ad delivery area, select the type of website and delivery strategy, add negative words, contact information and activate notifications. The campaign creation process is divided into two stages: campaign setup and ad group creation.In this lesson we'll set up the most important settings at the campaign level.Leave other settings as default and you can change them later. PS: For advertisers who don’t understand Russian, don’t worry. You can set language switching in the Yandex backend. For convenience, we will mainly use English to explain the content today. 1. Search campaign name settings Click [Add campaign] and select [Text ℑage Ads-text ads] Only the advertiser will see the name of the ad, not customers.It is recommended to add the name of the product or service and the delivery area to the name of the campaign, so that the campaign management is simpler. If the product is mainly mining trucks, you can name it with the product name [Mining truck]. 2. Set delivery budget Choose a distribution network and bidding strategy.Network placement: We can choose to place ads on all websites or only in search or ad networks (i.e. the Yandex network and external ad networks).For the first time you create an advertising campaign, it is recommended to place ads on all websites to get more website visitors in the early stage. Bidding strategy: You can choose a manual bidding strategy or an automatic bidding strategy based on your own products or delivery plans, and set an appropriate bidding strategy for the keyword group. Today we use manual bidding as an example to set a daily delivery budget. 3. Set campaign schedule We can set the dates to start and stop advertising and the range of times we want the ads to be displayed.If the ad is only displayed on weekdays, select [On Weekdays]. 4. Set advertising placement areas Select the area you want to serve in the drop-down menu and click 'Save'. 5. Add negative words By adding negative words, you can pinpoint your website visitors and prevent irrelevant traffic from entering your website. 5. Create ad groups Each campaign must have at least one ad group, and an ad group can create up to 50 ads. Yandex.Direct will test all ads in the ad group and automatically select the one with the highest click-through rate for more display. 1. Enter an ad group name Ad group names make it easier to find specific ad groups throughout your campaign without users seeing the ad group name.The default delivery country of the ad group is the country set by the ad campaign, and no longer needs to be set separately. 2. Keyword settings Add keyword groups that were screened before going online and add pre-selected negative words. 3. Advertisement title and copywriting The advertising title and copy should introduce our products or services to potential customers, point out the features and advantages of our products that are different from others, and match the user's search terms as accurately as possible to recommend to customers what they are searching for.Add keywords in the ad copy. If the ad copy matches the keywords in the user's search query, these words will be displayed in bold in the ad copy, making the ad more attractive.Therefore, we can use ad templates, which will automatically add keyword phrases to the ad text to improve ad relevancy. Whether the secondary headline appears in the ad depends on the position occupied by the two headlines.It is recommended to add two complementary titles. At the same time, when only one title is displayed, the advertising copy must maintain the complete meaning of the advertising content. It is best to quote short, eye-catching phrases, such as: 'Get Qoute! ', 'Free Delivery', 'Stock Available', etc. At the same time, you can view preview ads on different websites on the right. 4. Enter the website link This is the landing page that users are directed to the website after clicking on the ad. The link content should be relevant to the ad copy and search query. The higher the relevance, the higher the ad quality coefficient. Ads with high quality coefficients will have lower click prices. Links It should have simple and easy-to-understand content and clearly indicate the core product information displayed on its relevant landing page. 5. Supplement sitelinks Sitelinks allow users to directly access the desired part of the website.Additional links can increase the click-through rate of ads. In additional links, we can reflect the advantages of our company or products, provide additional information about products or services, or add links to different product categories, etc.The link should be connected to the corresponding landing page of the promotional website, the product page of Yandex.Market or relevant pages such as social networks. 6. Add promotional information A promotional message is a short piece of text that we can use to briefly describe the benefits of our product.They can't be clicked, but they give us extra space to describe content that's not shown in the main ad.They will be displayed in the first advertising slot in the special display column of Yandex search on the PC side, and will be displayed in Yandex affiliate ads on all device types. 7. Enter the address, contact number and other information in the virtual business card With the help of virtual business cards, users can let customers contact us directly without entering the website.On the mobile search results page, users only need to click the phone icon in the advertisement to call the phone number in the virtual business card to contact us.We need to provide as much detail as possible in our virtual business cards.By clicking on these contact contents, users will see this information, allowing customers to learn about us faster. The above are the settings for launching the first search advertising campaign, from the early keyword selection, keyword bidding, budget and distribution country and other promotion information data to the settings of the Yandex.Direct backend campaign and ad group content.The next step is to submit the advertisement for approval. After we check that all content settings are correct and ensure that the advertising materials meet all requirements, you can submit for approval and confirm your agreement to the terms of the service agreement.Finally, Yandex.Direct search ads can be placed after the system has reviewed the ad content. After the advertisement is launched, we can continue to optimize and adjust the various settings of the advertising account such as bids, search terms, delivery areas, etc. based on the actual delivery data. We hope that Yandex.Direct can eventually help small and medium-sized B2B companies obtain better results in the Russian market. Multiple orders.
