If you run multiple ad campaigns, make sure Excluding overlapping audiences they don’t compete with each other for the same users. Otherwise, your ads will be shown one after the other and “eat” each other’s budget.
How to avoid this? Use different keywords in different campaigns. Or set up different target audiences for them by gender, age, interests, etc. Then each ad will find its client.
3. Manage bids and budget
The budget of an advertising campaign is not Excluding overlapping audiences unlimited. That is why it is so important to spend it rationally. Direct bid management strategies come to the rescue:
- Manual control – you set the price per click for each keyword yourself. This is flexible, but labor-intensive.
- Automatic strategies — Yandex optimizes russia email list bids to achieve a given goal: more clicks, conversions, or revenue. This saves time, but can lead to unpredictable expenses.
Which strategy to choose? If you’re just starting out, try “Manual Management with Network Optimization” — a happy medium between control and automation. Then experiment with other options.
Selecting an advertising network
In addition to Yandex search, your ads can be shown in the Yandex Advertising Network (YAN) – on thousands of partner sites. Is it worth it?
It all depends on your goals. Advertising in YAN is cheaper and reaches more people, but they are less targeted. If your goal is brand awareness or informing the audience, YAN will suit you. But if you need quick sales, it is better to limit yourself to search.
And always carefully monitor the effectiveness of advertising in different networks. Perhaps at some point it makes sense to completely disable YAN so as not to waste your budget.
Conversion Optimization
The main goal of any advertising is not clicks and impressions, but conversions. Sales, applications, calls – that’s what you started all this for.
To track conversions, you need to set up Yandex.Metrica on your website and transfer its data to Direct. Then you can optimize campaigns based how should you build your website on real efficiency, not clickability.
How does it work? Direct will automatically increase bids on those keywords and ads that bring more conversions at the lowest cost. This is smart budget spending in action.
4. Experiments and split testing
There is no limit to perfection. You can always improve the performance of an advertising campaign. Experiments and split tests will help with this.
Change your ad titles and texts, try different keywords, images and links. Supplement your ads with quick links, clarifications and other extensions. Monitor the results and choose the best options.
A useful life hack is dynamic substitutions in colombia business directory the ad text. For example, you can automatically substitute the user’s city name, current date, product price. Such personalization will increase clickability.
Search query analysis
Regularly analyze the search queries that your ads are displayed for. Direct has a special report for this.
You will see which keywords generated the most impressions, clicks, and conversions. Perhaps some phrases should be excluded as non-targeted, while others, on the contrary, should be singled out into a separate group and bids should be increased for them.
Also, pay attention to search queries for which your ads are not shown at all. It may make sense to add them to the advertising campaign.
Seasonal adjustments
Demand for many goods and services is subject to seasonality. People buy air conditioners more often in the summer, and skis in the winter. And advertising should take this into account.
Plan your budget and advertising campaign activity depending on the season. Increase rates and costs during the high season, when people are most interested in buying. And vice versa — save during the low season, when demand falls.
Also, adapt the texts and images of ads to the season. Invite to the beach in summer, and to a ski resort in winter. Then your ad will always hit the mark.
5. Working with negative keywords and retargeting
Even a perfectly configured advertising campaign can bring in irrelevant visitors. They click on ads but don’t buy anything, hurting your performance.
How to get rid of them? Use negative words – a list of key phrases for which your ads should NOT be shown. For example, for an online store of equipment, these could be queries like “free”, “download”, “do it yourself”.
Negative keywords are easy to find from the search query report. Just select all irrelevant phrases from there and add them to the exclusion list. You will immediately see how clickability and conversion will creep up.