We have prepar a useful checklist so that you can check whether everything in your Yandex.Direct search campaign is working correctly: whether there are any restrictions due to which you are not getting enough clicks and leads, whether you are wasting your budget, and whether there are settings that will help increase conversion. The material is suitable not only for those who set up campaigns themselves, but also for those who use the services of advertising agencies.
Divide your advertising campaigns
This will make it easier to analyze the effectiveness of each platform.
Make sure your daily budget isn’t stopping your ads during peak times.
You may miss out on leads if your daily budget runs out too early, so check your daily spend for each campaign over the last 90 days and increase your limits if necessary.
Connect the Yandex.Metrica counter, specify target actions and their value.
Some strategies use the value of the goal to optimize the campaign. For example, the “Maximum clicks” and “Maximum conversions” strategies will focus on achieving the most valuable goal. If a low cost of conversions is set, they will not be achiev, because of this, the campaign coverage will decrease and there may be no impressions.
Set up a display schule.
Time settings can be us to display specific offers (for example, a discount in the evening or at night when there are few orders).
Add a promotion.
A special offer will make your ads more attractive if it is plac in the first place of premium impressions in search.
Assign bid adjustments.
Depending on user characteristics, ad format, and other conditions. For example, if you sell software to companies, you can apply -100% for everyone under 18 and -100% of the bid for those users who have already convert into leads on the site.
Check and update negative phrases periodically.
Once add, they may become irrelevant when the strategy for finding clients for certain keywords changes. Also, look at reports on achieving goals on the site in terms of search phrases – this way you can find irrelevant queries for which users come to your site (i.e. spend the budget), but do not perform useful actions.
Enable the site monitoring feature.
If your site is unavailable for any reason, campaigns will be automatically paus and you will receive a notification.
At the group level:
Check that the display geography is set correctly.
Make sure that the regions are relevant to your products and services. For example, if you sell flowers in Moscow, then the display region may not only be this city – perhaps residents of Novosibirsk or Tomsk will want to order flower delivery as a gift to those who live in Moscow (provid that you use a keyword indicating the sales region). But it is worth keeping in mind that this is not true for all products – for example, if your services have an obvious regional limitation, such as “men’s haircut in Tyumen”.
Check thematic words.
Check your ad settings periodically to make sure you are not narrowing your target audience, but at the same time not wasting your budget on irrelevant queries. For example, when searching for “candles,” users search not only for scent candles, but also for mical, automotive, confectionery, and other candles. We also recommend conducting research on potential and current customers to find out how exactly they search for your products: if you sell scent candles, potential customers may also search for them as “a gift for wding guests.”
Compare your offers in ads with your competitors.
See how your competitors’ ads look for your queries (there is an eye icon opposite the key phrases) and make your texts more attractive against their background.
At the ad level:
Use keywords in the ad title.
Yandex highlights words from the user’s search query in bold in the ad, so with relevant keywords it will look more attractive.
Fill out a virtual business card.
And to track those who call directly from the ad, use the static call tracking number as a phone number.
Check the clarifications.
They should contain up-to-date information, your benefits and opportunities.
Add all 8 quick links.
Their completeness affects the quality of the ad and impressions. Using the “Click location” slice in the report wizard, you can see which quick links are most often click by users. You can try replacing the least clickable ones with others.
If you ne Hong Kong phone number data, you can contact us. Hong Kong phone numbers generally follow a specific structure and are us in hong kong phone number data various industries for communication, marketing and data analysis. Phone numbers are often us in marketing databases for SMS marketing, telemarketing or other customer outreach purposes.
Check periodically to ensure that all prices list in the ad are current.
Use the search banner format to attract more attention.
It is display to the right of the search results and is set up in the same way as a contextual ad — by keywords. Only one banner is display on the search results page, which ensures that it gets all the attention. You can also place a phone number on the banner so that customers can contact you right away. Don’t forget to put a static call tracking number to track the source of calls.
At the betting level:
If you use manual bid management for keywords,
then look through the report wizard to see what percentage of traffic you buy. This way you can adjust the bids: lower them to get to any position buy employment database lead in the special placement and save money, or, on the contrary, raise the bids to get more traffic.
If you already have a rough idea of the bid level for your keywords,
you can switch to automatic control using any bidder to maintain positions or the written-off price per click.
At the landing page level:
Check the order and feback forms on the landing pages.
Send test applications periodically to make sure that leads from the site are coming to you correctly.
Check the information content of the landing phone number it pages you use in advertising.
The information on the page should answer the customer’s search query: if a user is looking for jeans, you shouldn’t show him the entire catalog of your store’s products – it’s better to use a landing page with pre-select catalog parameters.
View Yandex.Metrica and Webvisor reports.
Analyze user behavior on the page to find insights for increasing conversion.
At the level of end-to-end analytics:
Use various trackings on your website
to track all types of conversions online and offline. This way, you will understand which tool brings you qualifi leads and sales, and which one wastes your budget. Such scripts will help you evaluate the effectiveness of campaigns down to a single ad or keyword:
dynamic call tracking will show a unique phone number to each visitor,
email tracking replaces common emails with generat unique addresses,
chat tracking will help track which ad the user who wrote in the online chat came from,
form tracking links each request from forms on the site to the source of the site visit,
callback tracking will show the source of each visitor who call the callback widget
Be sure to track the income from each advertising campaign in the end-to-end analytics service.
For example, if you link your Calltracking.ru personal account and your CRM, you will be able to see the number of sales and total income for each campaign. Rework or completely disable those groups and ads that have a lot of clicks but no applications – this is one of the clear signs of money drain.
