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Yandex.Direct contextual advertising is a popular way to inform your potential customers on the Internet about the goods or services offered by your company. The main advantages of Yandex.Direct contextual advertising include efficiency, mobility and accessibility. With the right approach to the matter Yandex.Direct will contribute to efficient sales of the goods and services of any company that decides to take advantage of this advertising system.
The principle of operation of Yandex.Direct contextual advertising is quite simple. When Internet users type a certain search query into the Yandex search bar or when they visit one of websites which belong to the Yandex Advertising Network (YAN) they will see Yandex.Direct contextual advertisements. These advertisements are displayed to the users in accordance with their interests therefore they are more task-oriented.
Many advertisers who use this contextual advertising system are concerned by the fact that their advertising campaigns do not have the estimated effect. In order to increase the efficiency of your advertising campaign in Yandex.Direct you can use one of available methods.
For example, you can edit the text of advertisements that are displayed within your advertising campaign. The text should be as attractive for the target audience as possible. In some cases Yandex.Direct contextual advertising is not effective because the keywords have been selected incorrectly. The keywords should precisely reflect the interests of potential customers.
It is important to exclude keywords with low CTR (click-through rate) from your advertising campaign. Otherwise keywords which are displayed but are not clicked by Internet users will provoke increase in bids thus “eating up” your advertising budget. You can determine the click-through rate of every keyword empirically, using trial-and-error method.
If you want to improve the efficiency of your contextual ads you should add contact information into the text of the ads (if you have not done it from the very start). Internet users show more confidence in the advertisements that contain explicit contact information – it is the evidence of good intentions of the company that has placed the advertisement.
Your contextual advertising in the Yandex.Direct system will be more efficient if you display more than one advertisement within your advertising campaign. During a certain period of time you can “test” different variants of ads whereupon you can make conclusions concerning their click-through rate and keep only the most efficient ads.
In order to increase the efficiency of an advertising campaign in Yandex.Direct you can use autobroker. Autobroker is an automatic CPC (cost per click) optimization tool. During each impression autobroker quotes minimum cost per click which is enough to provide the advertisement with optimal placement. Autobroker takes account of bids, geotargeting, time targeting, competition for user search requests that contain your keywords (i.e. the keywords which you have selected for your advertising campaign).
One more tool that will help to increase efficiency of contextual advertising in Yandex.Direct is autofocus. Autofocus is a tool for automatic keywords refinement. It helps to automatically refine keywords and phrases which are inefficient at the moment. The ad campaign will not “stand idle” until the advertiser adjusts inefficient keywords and phrases manually.
Autofocus is based on a very simple principle: if no one has clicked on the specified keyword or phrase and it has been disabled, it is automatically supplemented by minus-words or clarifying plus-words. A keyword phrase which has been processed by autofocus will contain the initial keyword phrase and will have the same bids and autobroker settings as the initial one. The autofocus procedure may be repeated more than once.
In order to make contextual advertising in Yandex.Direct more efficient you may modify some ads impression parameters. For example, you can change the time of impression, the list of regions for impression, keyword bids – you will eventually manage to determine the most suitable values of these parameters by trial-and-error method.
In WebStudio2U certified specialists in Internet advertising prepare and carry out advertising campaigns in Yandex.Direct. Our knowledge and experience help us to find the most efficient advertising campaign strategies! Submit a contextual advertising quote request right now, and our managers will contact you as soon as possible!
TAGS
contextual advertising,
contextual ads,
yandex direct |
Internet Ad 
