There are several key requirements for campaigns in Yandex.Direct. Failure to comply with them indicates insufficient qualifications of the contextual advertising specialist:
Go to the "My campaigns" section (It is available after authorization in Yandex.Direct). How many campaigns are displayed? If only one, then this is an error. Campaigns should be segmented for the Yandex Advertising Network (YAN), search, individual regions, brand queries, and other categories. This allows you to more accurately evaluate the effectiveness of each group.
Request statistics on campaigns cash app database working on search. If the CTR on search is less than 0.6-0.7%, this is a cause for concern. This indicates an incorrect choice of keywords and negative words, ad texts. Low CTR leads to Yandex sanctions in the form of an increase in the cost per click, which forces you to pay more for transitions to the site.
The absence of data in the statistics for several days indicates that campaigns were not paid for on time. During such periods, you lost visitors and applications. To avoid this situation, set up SMS and email notifications in the campaign settings.
Check the selected display region. Often, ads are displayed throughout the country, although services are offered only in Moscow. As a result, the budget is spent inefficiently, and the CTR is lower than it could be with the correct region settings in the campaign parameters.
Make sure you have a list of negative keywords. The list should include at least 20-50 items, ideally ranging from 100 to 150.
How many ads are there in each advertising campaign? It is wrong if there are 50 keywords per material. It is better to create a unique ad for each. In extreme cases, there should be no more than 3-5 keywords per PR material.
Signs of an inexperienced director
Source: shutterstock.com
How many keywords did your direct marketing specialist select? There should be more than 100. If there are fewer, this indicates that the specialist has not done enough work, and you may be paying for expensive high-frequency queries. Ask him to expand the list of words. In some business niches, there are only 15-25 queries, but this is rare. With sufficient effort, you can collect from 300 to 1000 keywords.
Are Yandex.Metrica and Google Analytics counters installed on the site? These tools evaluate the effectiveness of an advertising campaign. Ask your specialist to provide access to both web analytics systems.
Did the director set goals? In the same Yandex.Metrica, they can be found in the "Conversions" section inside "Traffic". In analytical systems, goals usually include user actions such as subscribing to news, purchasing a product, adding it to a cart, leaving a request, etc. Defining them helps to more accurately measure the effectiveness of advertising.
Check the bounce rate (in Yandex.Metrica, this is in the "Sources" - "(Direct) Summary" section). It displays the percentage of users who were on the site for less than 15 seconds. A high bounce rate may indicate problems with the settings of the advertising campaign or on the web resource.
Which queries account for the largest number of such departures? Ask the director to disable these keywords and add them to the negative keywords.
These recommendations from the checklist usually help to evaluate the quality of the director's work. We hope that your specialist has completed all the steps. If not, he should study.