Top 10 mistakes in working with Yandex.Direct

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Content
1. Incorrect selection of keywords and negative keywords
2. Irrelevant ad
3. Irrelevant page
4. Geotargeting is not set up or is set up incorrectly
5. The ad display time is not set
6. No mobile ads
7. Lack of call tracking and end-to-end analytics
8. No add-ons are used
9. No bid adjustments are used
10. No A/B testing is done
When it comes to advertising in Yandex.Direct, it is telegram dating philippines better to learn from the mistakes of others, without wasting your advertising budget.

We have collected the most common mistakes in setting up and managing advertising campaigns in cards and asked the pros how to avoid them. Read and apply the advice in practice.

1. Incorrect selection of keywords and negative keywords
If you are launching contextual advertising for the first time, do not include near-thematic and high-frequency queries in the semantic core. It is better to focus on the most targeted queries. So, if you sell tours to Spain, start with queries like "Buy a tour to Spain" and all its derivatives, and leave queries like "Buy a weekend tour" for the future, when you need to scale up the advertising campaign.

A similar mistake beginners make is to neglect negative words or use a ready-made list of negative words from the Internet. For example, you provide interior design services. After analyzing popular queries in this topic, you will probably find a large number of non-targeted queries. For example: "interior design online", "DIY interior design", etc. Cut off everything unnecessary using the negative words "online", "free", "DIY", etc.

Use an analytics system to analyze which words people use to get to your site, and if you have recorded clicks on non-targeted queries, add to your list of negative words.

Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.

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2. Irrelevant ad
In order not to spend a lot of time on creating an advertising campaign, context specialists often write one ad text for a group of queries. For example, queries “Buy white sneakers”, “Buy black sneakers”, etc. are combined into a group and correlated with one ad. As a result, such ads are noticeably inferior to competitors and have low efficiency.

Compare for yourself: which ad will interest you more if you are looking for white sneakers?


Stick to the rule: one keyword — one ad. If you have a large number of products, each of them often requires several ads. Their creation will take a lot of time. To save time, use tools that optimize some of the routine processes.

3. Irrelevant page
The transition from the ad should lead to a relevant page, where the visitor will immediately find what he is looking for. However, this rule is not always followed. For example, such a mistake is often found in travel agency ads. Ad impressions are configured for specific queries, but the links lead users to pages with general search. It is not surprising that most of these transitions do not lead to transactions.



Alexander Mashkarev, Yagla.ru expert

Of all the things that affect the cost of a lead, it is most profitable to work with the conversion from click to lead - the conversion of the landing page. Precise semantics, targeting and other things at the advertising account level - it is necessary and important to work them out.

In this case, the audience makes the decision to leave a request on the landing page. When there is a discrepancy between the search query and the ad, consider the work wasted. It’s okay if it’s a multi-page site or an online store where you can more or less accurately select a product category. If it’s a one-page site, then all visitors with dozens of different needs see the same content. This is where, in my opinion, there is the greatest potential for reducing the cost of a lead.

4. Geotargeting is not set up or is set up incorrectly
Contextual advertising specialists from Rush Agency called this mistake one of the most common. It is the reason for wasting the budget and low CTR. Beauty salons and similar local businesses are especially often guilty of this.

Example:


It is unlikely that a girl looking for a beauty salon in Zelenograd will go to the center of Moscow. Therefore, clicks on this request are an untargeted budget expenditure. This can be avoided by simply removing Zelenograd from the display regions in Yandex.Direct and adding "Zelenograd" to the negative keywords.