Contextual advertising in Yandex

What is contextual advertising and its features in Yandex?

Advertising in Yandex Direct is a whole system that allows you to place contextual ads of a search or thematic nature. Your ads are displayed optimally for people who are already searching for similar goods or services using the Yandex search engine and hundreds of other websites. Thus, Yandex.Direct is a highly effective advertisement that is noticed by potential clientele.

In general, we are talking about a universal tool for use on Yandex pages and on resources participating in the Advertising Network. Setting up advertising in Yandex Direct is as follows: the customer pays for clicks on the ad, and not for displaying it on the search engine page or on partner resources.

Let's talk about various search campaigns and find out briefly how this type of advertising works and why it is worth ordering Yandex Direct setup from professionals.
Mainly, you should pay attention to the fact that before using this type of advertising, you need to set the frequency of search queries. In other words, if you want your ad to be as relevant as possible, you need to understand how people search for this or that information. After that, key queries are established, it is necessary to correctly formulate and arrange advertising. Only after that it will be ready for launch.
The specifics of this process once again leads to the idea that it is best to turn to professionals for such a service, who are equipped not only with the necessary knowledge and experience, but also with special web tools.

Changes in the very advertising SERP on search occur frequently, and there is even a term "stencils". We are talking about the appearance of ad units, which are constantly tested by Yandex.

The first 4 ads in a block are strictly ad units. There are 4 other ads, which are located under the search results at the bottom of the page.

People who want to see every ad, needs to click on the "show all" button and read 7-10 pages of pure pleasure.

Why is it worth using Yandex.Direct?

First, it should be emphasized that advertisements on Yandex.Direct are watched by all users. But you have to pay only for clicking on the link to your resource. And this is not only convenient, but also profitable.

Secondly, advertising is shown exclusively to those who have shown interest. This is the difference compared to other types of advertising materials (television, radio, printed). It does not impose anything and does not act in isolation from the general context, being in unambiguous accordance with the search query of your future client. This is perhaps the strongest direction of advertising in Yandex.

And thirdly, the formation of the cost of the transition depends on where exactly the ad is located. Yandex.Direct is the "heart" of the ads located at the bottom and at the top, through organic search engine results.

Pay special attention to those ads that have the highest traffic (we are talking about transitions to an Internet resource), although they are considered the most expensive:

The first 3 ads on the top – special basing of contextual advertising.

For information, a significant influx of audience comes from first to third place in advertising block under organic search engine results – when the guarantee is strong activated.

Speaking about how profitable a campaign on Yandex.Direct is, we cannot mention CTR, that is, “click-through rate”. This is the ratio of the number of clicks on a website to the total number of its demos. It turns out that the level of CTR determines the effectiveness of the contextual advertising functioning. In turn, a steep CTR leads to a decrease in the price for clicking on your ad in a special placement or a guarantee due to the fact that the ad material fully meets the needs of the target Internet audience.

To increase the click-through rate of ads makes sense to:

improve its text;
find the right keys;
indicate the cost, offer free shipping and other "goodies" tempting for the clientele;
deal with the regulation of rates by keywords (cost per click), etc.

However, after repeated campaigns, people often encounter an interesting phenomenon. Even a high CTR is not so important, because advertising will be effective only if the content of the site is high-quality and attractive. Let's see why this is happening.

Let's say that one of your potential customers noticed contextual advertising by clicking on the link to your Internet resource. However, the site loads extremely slowly. This nuance can significantly affect a person, forcing him to refuse a full visit. After all, the modern rhythm of life is such that the majority of the population cannot stand long expectations – especially on the Web.

Let’s imagine that the page was successfully downloaded, but there we find absolutely no correspondence with the text of the advertisement. For example, discounts are advertised, but the website does not offer anything of the kind, or there is not even a note about the product’s cost or service on the page.

Speaking of widespread failure factors, one cannot fail to mention the complexity of use resource. Obvious flaws include the presence of uninteresting content – when there are no normal photos / pictures and illustrations or attention-grabbing selling articles. And if, in addition, it is difficult to find a phone number and other contact information, then this is a very bad mistake. In this case, the services of redesigning or improving the site will also be useful.

So, it is not enough just to get the client to go to your site. After all, his conversion into the number of real clientele may not take place. That will almost instantly affect the efficiency of the entire advertising campaign in a negative aspect.

That is why, when launching an advertisement on Yandex, it is important to take care of the final offer to customers who come to the site. This is where the professionals from Studio Webmaster come in.

How to set up advertising in Yandex.Direct?

Of course, you need to start the process of an advertising campaign after careful preparation. You can order Yandex.Direct customization, after which our team will follow a specific algorithm:

Selection of keywords on a specific topic.
Determination of a suitable region for displaying ads.
Setting temporary targeting (taking or not into account the weekends, only during working hours or in non-stop mode).
Making a decision regarding showing on a number of thematic sites and on the Yandex.Catalog resource.
Compilation of correct and "clickable" text for all key queries separately. After all, it is very important that the future client / buyer to be seriously interested in your promotions, discounts, bonuses, etc.
Defining the page of the web resource where the link leads. We are talking about a detailed description of a product / service, a price list or a special offer.
And finally, the completion of work on an advertising campaign with its subsequent sending for moderation.

Advantages of advertising on Yandex.Direct

The campaign is built only for the individual requests of each individual client. This applies to:

a small budget, from which it is easy for anyone to start;
early activation;
the ability to edit and change the campaign at any time (when a new bonus appear, it is indicated in the announcement at lightning speed).

Let's name a number of unconditional advantages of advertising on Yandex.

Touch the spot.

In 95%, if the ad is configured correctly, it finds its target audience. We do not know who is the viewer of the TV commercial or the listener of the radio insert: teenagers, students or retirees. Thus, there is a systematic adjustment of the context for the individual requests of the target audience with the demonstration of advertising to it.

Statistical accuracy.

Not all advertising tools are able to provide full reporting on the amounts spent to attract clients and what positive outcome should be expected. Thanks to Yandex Direct, you get complete statistics on such parameters as impressions and clicks, the growth of which is provided by contextual advertising. The system also boasts the presence and provision of statistical graphs and interesting reports. There is also a well-designed mobile application.

Pay for clicks.

If the user just viewed your ad, without a click, you won't have to pay for it. The transfer of funds by you will begin exactly after the person has clicked on the link. After all, advertising has done its job, then completely different mechanisms are activated.

Good profitability.

If you do the campaign correctly and carefully optimize it, then satisfactory results will not take long. Plus, it's inexpensive and affordable for everyone.

Important! The contextual advertising effectiveness depends on the quality of your website. So the direct relationship is obvious. No expensive campaign will bring the expected result if the quality of the online resource is “zero”.

Why do I need to order this service from Studio Webmaster?

You may have any questions, but despite this we are sure that you are interested in setting up Yandex Direct so that both quality and price are good. Then contact Studio Webmaster as soon as possible! Our team will certainly advise you and arrange everything at the highest level. We know exactly how to use the full potential of the most popular platform in the most efficient way.

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🔎FAQ:The most popular questions about advertising in Yandex

① What is contextual advertising in Yandex?❓

🗹 This is showing ads in the Yandex search engine for specific user requests. Precisely because your ad is shown to potential customers, this type of advertising is truly effective.

⓶ What does the service include?❓

🗹 The service includes the following steps:

Collecting keywords;
Setting temporary targeting;
Set up showings on Yandex.Catalog and other thematic resources;
Developing a marketing strategy;
Processing all components ads (text, visual, etc.) ;
Sending for moderation.

③ How much does it cost to set up ads in Yandex.Direct?❓

🗹 Prices from Studio Webmaster start at €000.

⓸ How to order a service?❓

🗹 You can order advertising in Yandex by calling (+373) 60-10-6666 or on the service page.