What are we talking about? A director is a specialist in working with contextual advertising, whose main task is to attract relevant traffic to a website. The creation and configuration of ads is carried out in Yandex.Direct, hence the name of the profession.
What to pay attention to? A director is necessary for those who need to attract clients from the Internet, but cannot optimize an existing campaign or launch a new one. To assess the skills of a director, you need to request cases, evaluate previous results and ask the right questions during the interview.
In this article:
Who is a director?
Tasks of a director
Specializations of a director
Skills of a director
Tools needed for a director's work
Stages of a director's work
Choosing between azerbaijan phone data your own direct marketing specialist and an outsourced one
Choosing a Director
Signs of an inexperienced director
KPI and salary of a director
Methods of training a director
Frequently asked questions about the director
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Who is a director?
Contextual advertising is a significant source of profit for all search engines. However, only two are actively operating on the Russian market - Google and Yandex.
Who is a director?
Source: shutterstock.com
The platform for setting up contextual advertising in Yandex is called Yandex.Direct. Professionals involved in this area are called:
Contextual advertising specialist.
Director.
PPC specialist.
Contextologist.
It doesn't matter what you call them, what matters is that a directologist is an expert in setting up and managing advertising through Yandex Direct. In addition, Yandex has a support service designed to help entrepreneurs debug PR campaigns on their own.
Despite this, they do not compete with professional specialists, since the settings provided by the service are quite simple and based on Yandex algorithms, which today demonstrates insufficient efficiency.
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Tasks of a director
We have figured out who a direct marketing specialist is, now let's find out what he does. His tasks are developing and setting up promotional campaigns. Their goal is to determine the target segment of buyers, select the most relevant keywords, create original PR ads and much more.
Initial project analysis
Первая стадия работы заключается в детальном анализе плана деятельности. На этом этапе собирается вся информация о продукте, его конкурентных преимуществах и целевой аудитории.
Initial project analysis
Источник: shutterstock.com
Специалист встречается с клиентом, чтобы узнать о его пожеланиях и ожиданиях. Обсуждаются все детали рекламной кампании, включая бюджет и прогнозируемые результаты. Многие PR-агентства используют брифы — специальные анкеты, в которых клиент описывает суть проекта.
Подготовительный анализ также может включать оценку деятельности конкуре