Mobile direct. Mobile ads Yandex Direct

Good day, readers and guests. In this article, I share with you practical experience to create a separate advertising campaign with showings on mobile devices. We will talk about the difference between them, whether it is necessary to separate advertising campaigns by impressions: into mobile and desktop, and if so, why it is worth doing it.

I was inspired to separate campaigns that show ads on mobile and desktop devices from information gleaned from another course on contextual advertising. The author of the course considered possible ways to modernize existing advertising campaigns. One of these ways was precisely the option with separation.

One of my clients is in the towing business. For two years now I have been running advertising campaigns for him in Yandex. Direct and Google Adwords. This niche can be marked as highly competitive, all advertisers "sit" on the same key phrases. It will not work to expand the semantics due to warm and cold keys. Network campaigns are ineffective. And there is no point in connecting retargeting at all, because this service, as a rule, is needed “here and now”. No, well, of course, anything can happen! But let's hope that this does not affect us. Ugh, ugh, ugh, as they say.

Do I need to split campaigns?

In order to decide whether or not to create a separate advertising campaign for impressions on mobile devices, it is enough to look at what percentage of "mobile" traffic we receive for our queries. To do this, we will go to Yandex statistics. Direct and make a report on the type of devices.

So, we go to the statistics of our campaign on the “Report Wizard” tab and fill in the appropriate fields, as shown in Fig. one:

Rice. one

• in the "Grouping" field, select the interval "by years";
• the date range i in my case is 1 quarter;
• Check the box next to "Device type".

As a result, we get the following report:

Rice. 2

On Fig. Figure 2 clearly shows that mobile traffic accounted for 2,399 impressions, while desktop traffic accounted for only 1,362 impressions. The CTR is also different: 11.82 on desktop and 12.84 on mobile.

Mobile ads Yandex Direct

Mobile ads in Yandex.Direct have a number of features:

1. The size of an ad block on a mobile device is several times smaller than on a regular computer screen. This should be taken into account when writing advertising texts: they should not be too long, make them readable.
2. A feature of the mobile ad unit is the ability to call, as they say, "without leaving the cash register" by clicking on the image of the handset. Be sure to consider this possibility. And encourage a potential client to make this call with the appropriate text. In my ad, I used: "Call directly from your mobile!".
3. I want to note that the cost per click for mobile devices is different from the price for impressions on desktop devices. She's below! Therefore, it is still worth dividing the campaigns.

Practical part of creating a campaign for impressions on mobile devices

We have already talked about the texts of mobile ads. If there are any piles, then I am always ready to answer them. Please ask.

Rice. 3

Bidding in mobile campaigns

To ensure that our ads appear only on mobile devices, we do the following:

1. We set the minimum possible cost per click for key phrases. For example, 10 p. At this rate, impressions will not be stopped.
2. The cost of a click in an advertising campaign is set using bid adjustments. Go to "Campaign Options" - select "Bid Adjustments". On the tab "Mobile" and set the required rate as a percentage. See Fig. 4. For example, I set 1,000%. At the same time, if the cost per click in the campaign is 10 rubles, then the cost per click for display on mobile devices is 1,000% higher and will already be 100 rubles. That is, in this advertising campaign, impressions will only be on mobile.

That's actually all. We have created a separate advertising campaign with Yandex Direct mobile ads.

I was with you Julia Khairetdinova.

We have released a new book "Content Marketing in in social networks: How to get into the head of subscribers and fall in love with your brand.

How often do we use mobile phones? Constantly. Especially now, when a mobile phone can do almost everything. Unless he knows how to cook, well, and even on the little things.

Therefore, it is no secret that mobile advertising is gaining momentum and in some places is not inferior to conventional advertising, especially when it comes to hot topics such as ordering a taxi, pizza delivery, etc. However, despite this, not all sites are yet adapted for mobile devices, not all use separate mobile ads.

In addition, not so long ago, Yandex announced the use of external networks, which will be additional source traffic for advertisers. It is still a bit difficult to judge how high quality this traffic will be, because, unlike Google, Yandex does not allow you to choose the sites where your ads will be broadcast, you can only adjust bids and add exclusions, but given the number of sites that are included in YAN, weeding out the maximum of unnecessary traffic will not work.

Among other things, do not forget that there are fewer ad spaces on mobile: if in a regular search there are three places in special placement and four in warranty, then on mobile devices you have only two at the top and one at the bottom.

We see two places promised to us, one of which, by the way, is occupied by advertising of a mobile application.

It should be noted that if the phone screen is small enough, then advertising messages take up all of it, and this, of course, is a great advantage.

And this is what guaranteed impressions will look like:

Mobile advertising settings

How to do mobile advertising how to write an ad? In fact, there is nothing super complicated here. If mobile traffic is of interest to you, then you should not be lazy and add a mobile ad to each group. You just need to follow a few basic rules:

Short and clear text. It would seem much shorter and clearer than it is, but do not forget that the mobile screen, no matter how big it is, is still smaller than that of the desktop. Therefore, your ad should be as easy to read on a phone as possible, it should be as effective as possible.

Don't forget the virtual business card. If your campaign uses a phone number, the user will be able to call it immediately. This is especially important if you have call tracking set up and you track calls.

As for managing bids, here you need to proceed from the performance indicators of advertising on mobile, and set up bid adjustments in the same Yandex. Direct in the parameters of the advertising campaign in the "Bid adjustments" section. Go to the settings, click the change button:

Select the tab "On mobile" and set the settings we need:

We save.

Nothing unusual.

Mobile Advertising Effectiveness

And now let's see how effective it can be on mobile devices and when it should not be neglected, and sometimes put in priority.

Of course, this primarily concerns topics that are “here and now”. For example, ordering a taxi or calling a tow truck. In the latter case, this is just a case of a priority choice for mobile advertising, because if your car is on the road and you don’t have to choose, it’s unlikely that you will have a laptop at hand, much less a desktop computer. Most likely, you will take out your phone, get on the Internet and click on the ad that will be at the top. And here it is more likely that you will not go to the site, but immediately click on the phone icon:

Now let's see how taxi advertising works:

At the same time, traffic from smartphones makes up 25% of the total traffic from advertising systems. That's a pretty good part of it. Moreover, speaking of conversions, if the percentage of orders from mobile is 4.27%, then from desktops - 3.27%. Do you feel? Mobile is not only not inferior, but also outperforms the PC. This is exactly the case when the time and effort to set up mobile advertising pays off with interest. And now we do not take into account those orders that were received after a call to the ad or from the application.

One example of food is the sale of dog food. Although the number of applications from smartphones is only 11.5% of the total, the percentage of conversion from smartphones is 5.66%, and from PC - 3.22%, while the cost of an application from mobile devices is lower, although not by much - only by 7.76%.

Thus, it is not always worth discounting mobile advertising. You just need to cook it right.

Use the Search Page (CTR+F) to find the question you need.

You have chosen the "Manual bid management" strategy and set impressions only in ad networks. What impression management options are available to you?

Setting a weekly budget

Choice of display sites

Setting a daily budget

What metrics can be optimized using Yandex.Direct's automated strategies?

Place where ads are shown

Number or cost of clicks

ROI

The average cost of the target action

Which of the following strategies would you recommend to lower your cost per conversion while keeping your budget the same?

“Average cost per conversion” or “Weekly budget: maximum conversions” – the second strategy will target the most converting impressions

If the maximum CPC limit is not set when choosing the Weekly Budget strategy, what will be the maximum CPC?

It will not exceed 10% of the weekly budget and 50 c.u. e.

It will be equal to the amount of the established weekly budget.

It will not exceed 10% of the weekly budget and 450 rubles.

A car repair shop advertises a scheduled inspection service. The workshop can serve no more than 50 cars a week, the advertising budget is limited. What strategy is suitable in this case?

Weekly click package.

Average cost per conversion.

Manual bid management.

Manual bid management.

Average return on investment.

Average cost per conversion.

Select tasks that can be solved using automatic strategies in Yandex.Direct.

Maintain an average ROI of 2.

Get conversions for a given average cost.

Always show ads only in the selected place in the ad unit.

Show your ad only during peak shopping hours.

Spend no more than a certain budget.

The campaign has a sufficient number of clicks for the last 28 days, which is calculated using a special formula

What conditions must be met in order to be able to choose the Weekly Budget: Maximum Conversion strategy?

The campaign has exceeded the threshold for the number of targeted visits in the last 28 days.

Link markup is enabled in the campaign parameters or the counter number is specified.

The campaign had at least one targeted visit and exceeded the threshold for the number of targeted visits and clicks in the last 28 days.

The site has a Metrica counter installed and at least one non-composite goal set.

The advertiser plans to expand the business, so he wants to attract the maximum audience to the site. Which of the automatic strategies solves this problem?

Average cost per conversion.

Weekly budget: maximum clicks.

Weekly click package.

For what period will the system try to spend the specified amount if you select the "Weekly budget" strategy?

For a week from Monday to Sunday.

For the last 7 days.

For 7 working days.

Large online store household appliances plans to sell heaters. It is important for the store to keep a certain percentage of return on investment. Which of the automatic strategies is suitable in this case?

Average cost per conversion.

weekly budget.

Average CPC.

The key task of the advertiser is to increase the profit from investments in online advertising or keep it at a certain level. What strategy would you recommend to an advertiser?

If he already has accumulated statistics, the Weekly Click Pack will do. You need to slightly increase the number of clicks in the strategy settings.

"Weekly budget: maximum conversions" - the more conversions to orders, the higher the profitability.

A strategy with manual bid management and set CPCs at the level of the first special placement. The more traffic, the higher the profitability

Average return on investment.

When does Yandex.Direct optimize the cost per click, conversion, or other indicators without going beyond the limits set by the advertiser?

When choosing any automatic strategy.

When shown on networks. The chosen strategy or other settings do not matter.

When choosing a strategy with manual bid management.

When choosing the "Weekly budget" strategy, you can set the priority of key phrases (high, medium, low) on the campaign page. What does this mean?

Low priority keywords will only appear on the All Ads page.

Phrases with a high priority will be placed in special placement, with a low priority - in dynamic impressions.

Phrases with a higher priority will be promoted to better positions whenever possible. If the budget is not enough, such phrases are turned off last.

In the campaign, the strategy "Weekly budget: maximum conversion" was chosen. The advertiser raised CPCs, leaving the budget unchanged. There are more conversions, and their average price has decreased. Why?

This is a fictional situation, it does not happen. Conversions should get more expensive as bidding goes up.

The advertiser is engaged in the delivery of drinking water to apartments, houses and offices in Moscow. The purpose of the advertising campaign on the search is to increase the number of orders for the delivery of water to apartments and houses. Choose the most suitable queries.

drinking water + home delivery, water delivery in Moscow, drinking water delivery

ordering water to the office, water delivery to the office, buy a cooler to the office

water for the house, water for the house, water for the dacha

water delivery, drinking water, water cooler

Key phrase: electric boiler for heating. For what and for the search query ad impressions will not be shown?

buy an electric boiler for heating

Key Phrase: [towel dispenser]. The square bracket operator has been used. Which search query will not show ads?

wall mounted towel dispenser

paper towel dispenser

order towel dispenser

buy towel dispenser

The ad group uses key phrases: buy a husky puppy, husky puppies, husky puppies in Moscow. Announcement headline: #Husky puppies# in Moscow. How phrases are substituted in the title?

buy a husky puppy in Moscow, husky puppies in Moscow in Moscow

The user is looking for flights from Oslo to Chicago. Choose an operator usage option that will allow the advertiser to correctly consider the direction of the flight

[Oslo-Chicago] Tickets

Key phrase: buy an apartment + in Moscow. The plus operator is used. What search queries will be shown?

buy a small apartment in Moscow

Moscow apartment loan

buy an apartment in Moscow

Moscow to buy an apartment + on credit

Moscow buy an apartment

buy a two-room apartment in Moscow

Key phrase: last-minute [tours to Egypt]. The square bracket operator has been used. What search queries will be shown?

last minute tour to egypt

last minute Egypt tours

hot tours to Egypt

Egypt hot tours

lit tour to egypt

buy a stroller in Moscow

buy a stroller online

buy a stroller in Moscow

where to buy a stroller

Key phrase: buy a stroller. What search query won't show?

buying a stroller

buy a stroller online

buy a stroller in Moscow

where to buy a stroller

The purpose of the campaign in networks is to increase the number of installs of a mobile application for reading books with a built-in library. Choose the most relevant queries.

download reader, app for books, reader for android

fiction, novels by Tolstoy, Idiot summary

fb2 books, pdf books, mobi books

Query: everything for artists. Choose how to use operators so that the search engine will consider all the words in the query.

Everything for artists

Everything for artists

all + for artists

"everything for artists"

+all +for artists

Default Phrase - Entry to the Dentist's Office .

The ad group uses key phrases: Buy a smartphone before 20000, Buy an inexpensive smartphone, Inexpensive smartphones. Announcement title: #Smartphones from 10,000 rubles.#. How phrases are substituted in the title?

For all phrases, the title will look like Smartphones from 10,000 rubles.

buy a smartphone under 20000, buy an inexpensive smartphone, cheap smartphones

Buy a smartphone under 20000, Buy an inexpensive smartphone, Cheap smartphones

Key phrase: rest + on Baikal. The plus operator is used. Which of these search queries will not show an ad?

inexpensive vacation Baikal

holidays on Baikal cheap

family holidays on Lake Baikal inexpensively

holidays on Baikal 2017

Search query: how to grind coffee. Choose a combination of operators that will allow you to take into account all word forms in the query.

how! grind coffee

How to grind coffee

"how to grind coffee"

+how to grind coffee

Key phrase: inexpensive vacation. Which of these search queries will show your ad? The display condition is a phrase.

cheap vacation

cheap tours

rest cheap

relax inexpensively

In what parts of an ad can a template be used?

Text.

Title.

The user is looking for a bus from Moscow to Riga. Choose an operator usage option that will allow the advertiser to correctly consider the direction of the bus.

"Bus Moscow-Riga"

Bus [Moscow-Riga]

Bus +from Moscow +to Riga

Bus! from Moscow! to Riga

Key phrase: !sell a smartphone. The exclamation point operator has been used. What search queries will be shown?

Moscow sell smartphone

sell smartphone

I will sell a smartphone in Moscow

I want to sell a smartphone in Moscow

where to sell a smartphone in Moscow

Query: used car. Choose the correct use of operators, in which the search engine will take into account all the words in the query.

used car

car! used

car + used

used car

Key phrase: buy a house inexpensively. For what user requests will the ad be shown?

buy an inexpensive house

where to buy a house cheap

buy a house!cheap

inexpensive house

The ad group uses key phrases: buy a women's bag, buy a leather bag, Buy a summer bag. Ad headline: #Buy a women's bag#. How phrases are substituted in the title?

For all phrases, the heading will look like Buy a woman's bag

buy a women's bag, buy a leather bag, Buy a summer bag

buy a women's bag, buy a leather bag, buy a summer bag

Buy a women's bag, Buy a leather bag, Buy a summer bag

The headline of the announcement uses the template: #Application to the dentist's office#. Key phrases of the group: Enroll in the dentist's office, Dentist's office, Find the dentist's office. The ad was shown for an additional relevant phrase: dental office. What will the user see in the header?

An additional relevant phrase is a dental office. They are also substituted into templates.

The shortest key phrase is the dentist's office.

The default phrase is an entry in the dentist's office.

Key phrase: discount coupon. Negative phrase: "discount coupon". The quote operator is used in the negative keyword. What search query won't show?

Discount coupon

discount coupon

Moscow Discount Coupons

discount restaurant coupon

Search query: how to pass MOT. Choose a combination of operators that will allow you to take into account all word forms in the query.

Search query: how to pass MOT. What combination of operators will fix the form of each word?

+how!pass +then

How to pass

how to get through

Key phrase: buy a car + at the bottom. The plus operator is used. Which search queries will not show?

buy a car in Nizhny Novgorod

buy a car on credit Nizhny

buy a car in Nizhny Tagil

Key phrase: "tickets Moscow-Chelyabinsk". Quote operator used. What search query will the ad appear on?

tickets Chelyabinsk Moscow

buy tickets Moscow Chelyabinsk

tickets Moscow Chelyabinsk search

Key phrase: concert tickets. Which search query will not show ads?

buy concert tickets

concerts in Moscow

concert tickets price

Key phrase: how to grind pepper. Operators are not used. What search queries will trigger ad impressions?

Red pepper

harm of ground pepper

ground pepper

how to grind pepper

ground pepper

The advertiser is engaged in corporate catering and baking. The purpose of the advertising campaign in the networks is to increase the number of corporate bake orders. Choose the most relevant queries.

logo gifts, corporate gifts, logo cookies, logo gifts

cupcakes, cakes, eclairs

sweets recipe, baking recipe, how to make cheesecake

Alyonka, Red October, Babaevsky

Advertiser - art school. The purpose of the advertising campaign on the search is to attract new students to watercolor courses. Choose the most relevant queries.

landscapes in watercolor, portrait in watercolor, drawing in watercolor

buy watercolors, buy watercolors, artistic watercolors Leningrad

watercolor lessons, watercolor master class, watercolor course registration

learn to draw, learn to sketch, art school

On the bidding page next to the keywords one number of clicks, and in the report "By keywords" - another. Why do the numbers diverge?

The bidding page displays only clicks from the main Yandex search for the last 28 days of ad impressions, while reports show all clicks

Where can I see in statistics how many clicks were made on a virtual business card?

In the Report Wizard for a single campaign or for all campaigns

In the Report Wizard for an individual campaign

Only in Yandex.Metrica

What Impressions and Clicks Are Displayed on the Bidding Page?

From all sites in the last 28 days.

From the main Yandex search for the last 28 days of the phrase.

From all sites for the entire duration of the campaign.

How to determine the type of conditions for displaying an ad?

Build a Daily Statistics report.

Make a slice according to the display conditions in the "Report Wizard".

Order a special report through "Order Reports".

Build a report "Search queries".

Which of the following actions can lead to an increase in the CTR of a phrase?

Removing targeted queries from the list of negative keywords.

Adding negative keywords to a phrase.

Adding a keyword to the ad text using a template.

Replacing the landing page with a more relevant one for the ad group.

Phrase refinement by operators.

What CTR do we see on the bidding page?

CTR phrases in guaranteed impressions.

CTR phrases in special placement.

Generalized CTR in Special Placement and Guaranteed Impressions.

The site has simplified the order form. What metrics might be affected?

Target price.

Goal conversion percentage.

Number of ad impressions in Yandex.Direct.

CTR of key phrases in Yandex.Direct.

In a search campaign, you found a large number of untargeted queries. There are a lot of clicks on them, but there are no conversions on the site. How to find and reject such requests in Yandex.Direct statistics?

Copy all non-converting keywords from the "Phrases by Day" report and add them to negative keywords for campaigns or groups.

You can select and deselect all unnecessary ones right in the "Search queries" report.

You can find untargeted queries in the Report Wizard, copy them and add them to negative keywords for the entire campaign.

What is indicated in the “Conversions” column in Yandex.Direct statistics?

The number of goals achieved in Metrica.

The number of users who reached the goal in Yandex.Metrica.

The ratio of the number of clicks to the amount of cost per click.

The number of visits in Metrica, within which the goal was achieved.

Maria wants to reallocate her campaign budget to the most effective regions and devices. But first, she needs to figure out which devices and regions perform consistently well. How to quickly get this data?

Explore already accumulated statistics using slices in the Report Wizard.

Create and run multiple campaigns one at a time for different devices and different regions.

Split ad groups across different devices and regions to collect statistics.

The number of impressions for the phrase has increased. Keywords CTR, conversion rate (CR) and cost per click (CPC) remained unchanged. How will the price of the target change?

Will not change.

Will rise.

Will go down.

The account has several campaigns. Of these, three work for the same region, but with different goods. You need to build a report only for these campaigns. What are the ways to do this?

No way. You can view statistics for only one campaign, or for all campaigns at once. It is impossible to build a report on a part of campaigns.

Order a report on the "Order reports" page.

On the "My Campaigns" page, put the necessary checkboxes and click the "Show statistics" button.

There is a special section - "Statistics for all campaigns". There, in the Report Wizard, you can select the necessary campaigns from the list and build a report on them.

Metrica reports show that the campaign had many conversions from Yandex.Direct for the same search query. How can I find out which keyword was used for impressions?

Using the report "Phrases by day".

Using the "Search queries" report.

Using the "Order Reports" tool.

Using the Report Wizard.

The system picked up an additional phrase (air humidifier for an apartment) with a higher CTR and conversion than the original phrase (home air humidifier). What to do with an additional phrase to increase the effectiveness of an advertising campaign?

Replace the original phrase with a more effective additional one.

Add it to your keywords and ad text to increase your CTR.

You can do nothing - the system will automatically increase the number of impressions for a more effective phrase.

How can adding negative keywords to a keyword affect the performance of an advertising campaign?

Increase CTR

Reduce the cost of achieving the goal.

Increase the number of impressions due to more precise queries.

Reduce the reach of the audience in networks.

One of the keywords has a significantly lower percentage of conversions for the Purchasing goal than the others. How to reduce the cost of conversions of clicks from this phrase?

Replace the ad landing page with a more relevant one.

Assign a higher bid for a keyword to get more traffic.

Clarify the phrase with negative keywords and reduce the number of inappropriate impressions.

Make the announcement more detailed so that it only attracts interested users.

How is the CTR forecast calculated in Yandex.Direct?

Calculated once a week for each active ad.

Calculated separately for each ad impression, taking into account the interests of a particular user.

Calculated as a whole for the campaign, taking into account the history of impressions and "domain karma".

What does the audience coverage indicator in networks mean?

The exact value of impressions based on the accumulation of statistics

Ad Click Probability Prediction

Ad impression probability prediction

In the entire campaign of the online store, the minimum price that is valid on the search is high. What can be done to reduce it?

Specify display region. In different regions, the minimum price applicable to the search is different.

How can I manage impressions by synonyms and additional relevant phrases?

Selection of targeting and bid adjustments.

Manage the share of the budget that can be spent on impressions for both types of phrases.

The right choice of negative keywords.

The ad is shown by key phrases and according to the audience selection criteria to those who have already visited the advertiser's website. At the same time, the campaign has adjusted bids for women over 45. What setting will work on the search if the user matches both?

Both will work - the impression will be based on the selection of the audience, taking into account the adjustment of rates.

Only bid adjustments and search terms will be considered for impressions.

What are the opportunities and benefits for the advertiser to place ads in networks?

Show ads with a video or image.

Automatic CPC reduction for sites with lower predicted conversions.

The ability to show ads on specific sites and pages.

Advertising campaign ads are shown both in search and in networks. CTR in networks below. How will this affect the ads that appear on search?

CTR for networks and for search is considered separately. Therefore, CTR in networks and its changes do not affect impressions and prices in search.

This will reduce the CTR in the search. To display ads in special placement, you will have to assign higher bids than if ads were only in search.

This will reduce the CTR in the search. To show ads in guaranteed impressions, you will have to assign higher bids than if ads were only in search.

Why can the price of entry to Special Accommodation be the same as the price of the first seat in Special Accommodation?

The rest of the special placement positions are occupied by Yandex.Market offers, so an ad can only be placed in the first place.

It can not be.

For this ad, the entry threshold for special placement is very high. As soon as the advertiser overcomes it, he will immediately get to the first place in the special placement.

The remaining positions are occupied, and the ad can only be placed in the first place.

Your client is looking for his ad in a specific position for a specific phrase, but sees it in a different position. Your location regions and display regions are the same. Why in the search ad can be shown on different positions you and the client?

We have different browsers.

The campaign has bid adjustments based on gender and age. We belong to different socio-demographic groups.

Due to the influence of user factors on ranking in Yandex.Direct.

The campaign is shown only in networks. In the ad group there is the phrase "cheap tours to Egypt" (in quotation marks). How will this group's ads appear?

Ads will be shown only on sites where this phrase occurs, and to those users who searched exactly for this phrase.

In this case, ads can be shown only under the conditions of audience selection. Quotation marks prohibit impressions in networks.

Ads can be shown on any thematic sites about Egypt and about tours.

On which sites can Yandex.Direct ads appear?

On external SSP sites - on websites and in applications.

In applications and on Yandex project websites.

On the main page of Yandex.

Which statements about ad impressions in networks are true?

The same platform can place both search and thematic advertising.

On networks, ads can be shown with all extensions and images.

Ads can only be shown to users who have already visited the advertiser's website or have asked Yandex about the relevant goods and services.

The group has a regular ad and a mobile one. Which one will be shown on a mobile device?

Mobile.

The system will randomly select one of these announcements.

The one with the best performance will be shown.

Where does an ad appear if its bid is lower than the minimum bid for search?

In dynamic impressions, on the "All ads" page.

Only on the "All listings" page.

What metrics are taken into account when selecting ads to show in all positions in search results?

Quality factor.

Click-through rate and cost per click specified by the advertiser.

Keyword performance.

Key phrase without stop words.

The ad is shown according to the audience selection condition to those who abandoned the order placement on the advertiser's website. At the same time, the campaign has a bid adjustment for men aged 35 to 44. What settings will affect impressions on networks if the user matches both?

Only bid adjustments will be considered when serving.

Both will work - the impression will be based on the selection of the audience, taking into account the adjustment of rates.

When showing, only the audience selection condition will be taken into account.

There are two ads in the advertising campaign. For the first one, the key phrase (buy paints) is used, and for the second one, "buy paints" (in quotation marks). The query in the second ad has a higher CTR, Quality Score, and bid combination. Which of these ads will be shown to the user when he enters the query: buy paints into the search box?

The second ad has a combination of CTR, Quality Score and a higher bid.

The second declaration is the use of operators to give precedence to a phrase.

The first ad - it is shown for all variants of similar queries.

Where can image ads appear?

On mobile devices in networks.

On the search page for all ads.

In search results on the Yandex.Maps service.

On the platforms of partner SSP networks.

How are ads selected for guaranteed impressions?

The block selects ads with the best combination of cost per click, quality coefficient and CTR.

The ads from Yandex.Direct with the highest bids are selected for the block.

The block selects Yandex.Direct ads with the highest CTR product and bids per click.

The ads from Yandex.Direct with the highest CTR are selected for the block.

Choose the correct continuation of the statement. If the regular ad phrase is exactly equal to the dynamic ad phrase, then:

A dynamic ad will have priority when shown.

the system will choose the most effective ad from these two for display.

The display priority will be given to the regular ad.

The keyword (online store for fishermen) and the audience selection condition "Visited online store.rf" were simultaneously added to the ad. How will the ad be shown?

In the search, the ad will be shown by the key phrase, and in networks - both by the key phrase and by the condition.

In the search, the ad will be shown by the key phrase, and in networks - by the audience selection condition.

The ad will be shown in search and in networks to users who typed a query (online store for fishermen) and were previously on the site online store.rf.

The advertiser has set geographic targeting for the whole of Russia. How will the impressions be keywords in different regions?

Keywords will only compete on CTR in the selected region.

Depending on the number of competitors in different cities, the same on-demand ad may appear in different blocks.

Regardless of the specific city, each click will be paid at the average price.

Where are ads shown in Yandex.Direct by default?

On all types of devices where there is the target audience.

Only on desktop. Impressions on mobile must be configured separately.

On desktop and tablets. According to statistics, they buy only there.

You need to show ads in search at one time, and in networks at another time. How to do it?

Set up hourly bid adjustments for groups with ads for networks.

Separate ads for networks into a separate campaign.

Set up a different display schedule in one advertising campaign.

There are no mobile ads in the group. Will this group's ads appear on mobile devices?

No, they will not do. For impressions on mobile devices, you need to create special ads.

Yes, they will. Ad type does not affect placement.

No, they will not do. There is a separate campaign type for impressions on mobile devices.

Yes, they will, but taking into account CTR and competition on the desktop.

What business problems can be solved with the help of impressions under the conditions of audience selection?

Find new potential customers similar in profile to existing ones.

Increase the conversion of site visitors into customers.

Sell ​​additional goods or services to those who have already made a purchase.

Show ads in the search not by keywords, but by interests.

Attract new visitors to stores and branches by displaying ads to those who regularly visit certain places.

What is the order in which ads appear in special placement and guaranteed impressions?

In random order.

In descending order CTR.

In descending order, the combination of bid, quality factor and CTR.

In descending order of the product of CPC and CTR.

There are no competing ads on request in Special Placement, but the price of entry to this block is still very high. Why?

It can not be. The entry price in the absence of competitors will be minimal.

Special placement has an entry threshold that does not depend on the presence of competing ads. It is possible that a block does not contain any ad.

The ad CTR for this query is not sufficient for Special Placement.

The phrase has insufficient Quality Factor for Special Placement.

How are ads sorted on the search results page by all Yandex.Direct ads?

In descending order of cost per click.

Ads are placed in random order.

In descending order of the quality factor.

Click-through rate, CPC, and Quality Ratio are taken into account.

The group consists of two mobile ads. Can they be shown on desktop?

They can, because there is no desktop ad in the group.

A group cannot contain only mobile ads.

They can't because these are mobile ads.

How can I improve my account's Quality Score?

Consolidate all high-performing ad groups into one ad campaign and turn off the rest.

Add a virtual business card to your ads.

Increase the CTR of phrases.

Complete as much as possible all the additions to the ads.

Refine geographic and time targeting.

The advertiser plans to create a separate advertising campaign and adapt it as much as possible for impressions on mobile devices. What actions will help make the campaign effective and increase reach on smartphones?

Adding to mobile ad groups.

Keep targeting only users latest version iOS.

Add image ads in formats popular on mobile devices.

Adaptation of ad texts for mobile devices.

What shows the productivity of phrases?

The effectiveness of the phrase, taking into account the statistics accumulated on it.

The share of all possible impressions that the advertiser will receive for this phrase in conjunction with the ad group.

How well developed the phrase is in conjunction with a specific ad.

How does the "Consider holidays» in time targeting?

Turns off impressions on holidays.

Includes impressions on public holidays.

Allows you to schedule impressions on holidays or disable impressions altogether.

How does time targeting work in Yandex.Direct?

It limits the number of clicks during certain hours.

It allows you to limit the cost of displaying ads at certain hours.

What are the benefits of adding mobile ads to a group?

Mobile ads can be targeted by user interests mobile applications.

More accurate calculation of cost per click and CTR - for mobile ads, only data from mobile devices is taken into account.

Increases the group's CTR and allows the rest of the group's ads to get into Special Placement at a reduced price.

In mobile ads, you can adapt the texts for mobile devices.

Can I create my own virtual business card in one advertising campaign for each ad group?

Can. A virtual business card is created when adding a new ad group or editing an existing one.

It is forbidden. A virtual business card can only be created for the entire campaign.

Is it possible to add the following display link to the yandex.ru domain as a display link: ad-in-direct?

Choose the correct statements about the displayed link.

In it you can specify additional information about the advertised product or service.

An advertiser wants to show ads to people who have already visited his online store. What can he use to solve this problem?

Smart banners.

Automatic strategies.

Dynamic ads in search.

Impressions according to the conditions of selection of the audience.

The advertiser has changed the ad campaign for impressions in networks. What changes will improve placement efficiency?

Add image ads in different formats.

Adding images.

Adding mobile ads.

Write the same title and ad text.

Adding audience selection criteria.

How to make image mobile ads?

Upload ready-made banners or collect pictures of the appropriate sizes in the Constructor - for example, 960 × 640.

Ready-made image ads are ticked "Show on mobile screens".

There are special ad formats for mobile screens, image ads are not shown on mobile screens.

Why create image ads in different sizes?

The more different formats, the higher the CTR of the ad group and the higher the account quality score.

To increase the chances of passing moderation.

To increase audience reach. Ad block formats may vary on different devices and sites.

Select all false statements about the virtual business card.

It can make the ad more visible and clickable.

It cannot be added if the organization does not have an address.

It helps the user to view the advertiser's contacts and additional information about him.

Clicks on a business card cost less than a link to a website.

Is it possible to exclude a region by adjusting bids by region?

You can set a downward correction of minus 100%.

Yes, but only at the campaign level. You can't set adjustment for an ad group.

No, you can't completely exclude a region by adjusting rates, but you can lower your rate by 90%.

Do I need to fill in additional fields in ads? For example, clarifications, address and phone number.

Not necessary. They are not always shown and distract users from the link to the site.

The more fields filled in, the better. They all increase CTR.

Which advertiser is best suited for segment targeting based on location data?

A small chain of grocery stores, each of which works for residents of the same area.

Well-known electronics network.

A computer company entering a new market.

A furniture hypermarket that is trying to attract as many customers as possible.

The campaign is shown only in networks. Targeting for Krasnoyarsk is configured, advanced geotargeting is enabled. How will advanced geotargeting affect impressions in ad networks?

Ads will be shown to anyone who has ever searched for a product or service in Krasnoyarsk, regardless of their current location.

Ads will be shown to residents of Krasnoyarsk and people outside the city who visit Krasnoyarsk more often than other places.

Shows will be only for residents of Krasnoyarsk.

What is interest targeting in Mobile App Ads campaigns?

Special retargeting setting available only in this type of campaign. Interest-based targeting sets up impressions in ad networks.

Bid adjustments for users who are interested in applications of a certain category.

The more different types ads and banner formats, the higher the chances of getting a good forecast.

Which of these advertisers would benefit from dynamic ads?

Online pharmacy.

A small barbershop that offers discounts every day on different types nail coloring.

A large online electronics store with thousands of different products on its website.

For which objects can you set up time targeting in Yandex.Direct?

For each ad only.

How do bid adjustments improve ad performance?

You can pay less for clicks of users belonging to the target audience.

You can reduce the likelihood of your ads being shown to people who are not in your target audience.

The owner of an online store of tableware and kitchen goods creates an advertising campaign in Yandex.Direct. The site has several sections with different types of products. How best to group his products within the account?

Create a separate campaign for each product on the site - each with only one keyword and one ad.

Combine them into two ad groups: one for the search campaign, the other for impressions in networks.

Create several ad groups, each with its own theme: for example, Grill pans, Steamers, Serving utensils, and so on.

Combine them into one ad group: Direct will show ads with those products that are searched for more often.

There is a lot of traffic from mobile search, but a lot of bounces. For the same phrases, the traffic on the desktop is of high quality, the bounce rate is acceptable. What would you advise an advertiser to check?

Usability of the mobile version.

There is a lot of traffic from mobile search, but a lot of bounces. What would you advise an advertiser to check?

Usability of the mobile version.

Page loading time. According to statistics, many sites take a long time to load and users lose patience.

Rates. They should be made as low as possible so that the traffic does not load the site so much.

Key phrases - they should be made as narrow as possible so that only interested people visit the site.

Ivan wants to increase the reach of his mobile audience. What is the best way to do this?

Create separate campaigns for different types of mobile devices.

Set higher bid adjustments for mobile devices.

Set downward bid adjustments for desktop.

Raise all rates - reach will grow on all types of devices.

Why create ads in Yandex.Direct in different formats?

A variety of ad types and banner sizes allows you to show ads on more different sites and devices.

Of all formats, Yandex.Direct selects the ad with the highest click-through rate for display.

The campaign has image ads. The task is to track calls only for them, without taking into account all other types of ads. How can I do that?

You cannot specify a phone number in image ads, but you can set up dynamic call-tracking for them on the site.

Specify a separate number in virtual business cards of groups that contain only image ads and no other types of banners.

Indicate on the banners a separate number that is not used in other advertising formats.

How useful is a virtual business card for an advertiser?

When viewing from a mobile phone, you can call the specified number with one click.

It increases the click through rate of the ad.

Clicks on a virtual business card are free.

When shown in Yandex search from a business card, the phone number and company hours of operation are displayed.

Which objects in Yandex.Direct can be geo-targeted?

Both for the entire campaign and for individual ad groups.

For each ad group only.

How do impressions and clicks on additional relevant phrases affect the CTR of the original phrases and the CPC?

They are taken into account in the CTR calculation in the same way as impressions and clicks on the source phrases, but do not affect the CPC.

They are taken into account in the calculation of CTR and affect the cost of a click in the same way as impressions and clicks on the original phrases.

They are not taken into account in the calculation of the CTR of the original phrase and the cost per click on them.

Why do I need to specify the number of the Metrica counter in the parameters of an advertising campaign in Yandex.Direct?

To understand what people who come from Direct are doing on the site. This helps to understand why there are clicks, but no order conversions.

Why do I need to link the Yandex.Metrica counter to Yandex.Direct?

For the site monitoring to work correctly - if the site becomes unavailable, Yandex.Metrica monitoring will disable advertising in Yandex.Direct so that the budget is not wasted.

This allows you to configure the conditions for selecting an audience by goals and Yandex.Metrica segments.

The metric is needed to enable some automatic strategies. The bundle helps to optimize advertising costs not by CPC, but immediately by CPA or even by ROI.

To understand what people who come from Direct are doing on the site. This helps to understand why there are clicks, but no order conversions.

How useful are clarifications for an advertiser?

Increase the attractiveness of ads and CTR.

Provide an opportunity to report potential buyers Additional information.

Increase the productivity of the phrase.

Allows you to display your ad in expanded format.

The productivity guidelines say, "Include the entire phrase in the title." At the same time, the exact key phrase has already been added to the title. Why does the system offer such a recommendation?

The group had a draft that didn't have the key phrase in the title. The performance recommendations take into account deleted ads.

There is an announcement in the group, the title of which consists only of the template.

There is another ad in the group whose title does not include the keyword. The productivity score is calculated for all ads in the group.

You want your ads to appear in higher positions on search, but there is no way to increase the cost per click. What else can you do to improve the performance of your ad?

Type the ad title in CAPITAL LETTERS.

Fill in the details.

Add a virtual business card to the ad group, specify the most detailed data in it.

Add an image to each ad.

The advertiser made several changes to the campaign. Which of them will increase the efficiency of placement?

Remove all negative keywords.

Filling out clarifications.

Refinement of geotargeting - setting only for those regions in which the advertiser's business operates.

Adding a virtual business card.

Disabling phrases with a low CTR.

Using templates in ads.

An advertiser-airfare aggregator wants to quickly generate ads based on their data feed. Which of the Yandex.Direct formats will solve its problem?

Dynamic ads.

Graphic ads.

Text-graphic ads.

Smart banners .

Inform in the texts of ads about discounts, promotions, gifts, etc.

Be sure to include the legal name of your organization.

Set up geo-targeting and in the ad text indicate the name of the city or region in which the product or service is sold.

Include keywords in your ad text.

Created a new campaign. Opposite the key phrase we see the prices of the positions. Do competing listings count towards line item prices?

Yes, all competing on-demand ads are counted, except those stopped by temporal targeting.

No, they don't count. The system takes into account the CTR forecast, phrase performance, and account quality score.

Yes, all competing ads for a query are counted. Competitor bid adjustments are not taken into account.

Can geotargeting settings affect the cost per click on an ad?

No, CPC takes into account all competitors for the selected keyword.

No, the price is only affected by the time of impressions and the number of competitors who are competing for an impression right now.

Yes, there are different numbers of competitors in different regions, so clicks will cost differently.

The advertiser specified two adjustments: +400% for mobile devices and +300% for men aged 18-24. How will the rate be adjusted for a 23-year-old man with a mobile phone?

Only the first adjustment will work because it is larger.

Both adjustments will work.

Adjustment by sex and age will work, because such adjustments have a higher priority.

Let the bid for the phrase be 12 rubles. Three adjustments are established: + 300% for women from 25 to 34, - 80% for St. Petersburg, + 50% for mobile devices. According to the ad, a 40-year-old Petersburger goes from a mobile phone. How will the rate be adjusted?

3.6 rub.

For which objects in Yandex.Direct can you set bid adjustments by display region?

For each ad.

per ad group.

The advertiser, using the price wizard, set the setting "On search: set the price of the 1st special placement + 10% of the price, but not more than 100 rubles." Entering after 2 hours, the advertiser sees that the rate is not enough to get into the special placement. Why could this happen?

The Price Wizard changes rates once an hour. In the near future the rate will be changed.

The price master has not yet had time to change the bid for the second time.

The Price Wizard changes bids for all phrases once. If the ad is then forced out, the price master will not change anything a second time.

On one site in the external network, the CTR is higher, and on the other, the conversion is higher. Which site will have lower bids and CPCs and why?

The cost per click will be lower on a site with a higher CTR. The higher the CTR, the lower the CPC.

There will be no difference in bids and cost per click. The system will show ads more often on the site that gives more clicks to the site.

Direct will lower rates on the site where the conversion is lower. The decrease will be proportional to the predicted number of conversions. Accordingly, the cost per click on this site will also be lower.

The cost per click on a virtual business card will be 0.3 rubles. below the maximum bid.

The account has two active campaigns. On one, the funds are about to run out, and on the second, 1,900 rubles are left. Right now, it is not possible to replenish the account, and campaigns cannot be stopped. What can be done to keep campaigns going?

Connect Shared Account.

Transfer funds from the old campaign to the first one.

Transfer funds from another account.

Let the bid for the phrase be 1 ruble. The advertiser has set a downward adjustment for men of all ages by 90%. At what rate will a corresponding ad be shown to men?

At a rate of 1 rub. You cannot make this adjustment.

At a rate of 0.1 rubles.

At a rate of 0.3 rubles, since the rate cannot become less than the minimum value for this currency.

Campaign level and ad group level have different up-adjustments for mobile devices. What adjustments will be applied?

The adjustment set for the group will be applied.

Adjustments will be cumulative.

The adjustment set for the campaign will be applied.

What indicators affect the cost per click in external networks?

ad CTR.

Projected Conversion.

Site quality factor.

Phrase productivity.

Does Direct regulate bids for impressions in ad networks?

Yes. Yandex.Direct lowers bids for impressions on sites if it predicts a low conversion rate on the site.

Yes. Direct can either increase or decrease rates for individual sites depending on the predicted transition probability.

No. Bidding always takes place at the maximum rate set by the advertiser.

The campaign has an automatic strategy with a maximum bid limit. How will region adjustments work?

The bids that the system assigns during the operation of the automatic strategy will be adjusted, taking into account the restrictions set by the advertiser.

They will not work in automatic strategies.

How are all monetary indicators indicated in the advertiser's account?

Including VAT in accordance with the legislation of the Russian Federation.

Excluding VAT.

Including VAT, the rate varies depending on the country of the advertiser.

The account has two active campaigns. On one, the funds are about to run out, and on the second, 1,900 rubles are left. Can I transfer funds from the second campaign to the first?

Yes, you can - the function "Distribute Equally" is made specifically for such cases.

No, you can't - the minimum transfer and balance amounts are at least 1,000 rubles each.

Yes you can - minimum amount transfer is 300 rubles.

The ad is shown throughout Russia. Three bid adjustments are configured: + 100% for mobile devices, - 50% for Nizhny Novgorod, − 50% for women. What adjustments will work if a woman from Krasnodar clicks on an ad from a mobile device?

Only the adjustment for mobile will work.

Only adjustment by sex and age will work.

Adjustments for mobile phones and by gender and age will work.

The campaign has the key phrase "flower delivery". The display region is Moscow and the region, expanded geographic targeting is enabled, an upward adjustment of + 200% for Moscow and an upward adjustment of + 50% for mobile are set. A man in Tver types in a search box on a computer: flower delivery in Moscow. Does he have a chance to see this ad?

No, because if there are adjustments by region, advanced targeting doesn't work.

No, because the man uses the desktop.

Yes, as advanced geographic targeting is enabled.

Let the rate for clicks on your ads be 72 rubles. You've entered a +20% mobile adjustment and a +50% regional adjustment for your store's neighborhoods, so you want to attract more shoppers. Someone clicks on an ad from a mobile while near your store. What will be the rate?

122 rub. 40 kop.

201 rub. 60 kop.

129 rub. 60 kop.

Three sitelinks have been added to the ad. The user clicked on the main link and on several quick ones. How many clicks will the advertiser pay for and how will their price differ?

An advertiser wants to know the average CPC in an advertising campaign including VAT. Is it possible?

Yes. The average cost per click with VAT can be found in the advertising campaign statistics.

Yes. All prices in the interface are displayed including VAT.

Can I transfer funds from a campaign that is running or in the "activation in progress" status?

Yes, any amount.

Yes, transfer the difference between the account balance and the reserve required to complete the campaign.

No, you can only transfer from a stopped campaign.

Let the rates for all key phrases be 2000 rubles. The advertiser has set a 30% upward adjustment for mobile devices. What will be the maximum bid for mobile referrals as a result?

At a rate of 2000 rubles, since the adjusted rate turned out to be more than the maximum for this currency.

At a rate of 2500 rubles, because the rate cannot exceed the maximum value for this currency.

At a rate of 2600 rubles.

Let the rates for all key phrases be 1800 rubles. An advertiser has set a 500% up-adjustment for mobile devices. At what rate will bidding on desktops go?

At a rate of 2500 rubles, because the rate cannot exceed the maximum value for this currency.

At a rate of 2700 rubles.

At a rate of 1800 rubles, since the adjustment is set only for impressions on mobile devices.

All adjustments that suit the user will be applied sequentially

Only adjustments by device type and social profile will be applied. Regional adjustments do not work simultaneously with others

Display region adjustments will be applied. Other adjustments will be ignored by Yandex.Direct

Campaigns are set to increase bid adjustments for certain regions, for mobile devices, and for certain gender and age. What adjustments will be applied and how?

Only adjustments by device type and social profile will be applied. Regional adjustments do not work simultaneously with others.

Display region adjustments will be applied. Other adjustments will be ignored by Yandex.Direct.

At the intersection of adjustments, all coefficients are summed up.

At the campaign level, there is a downward adjustment for women over 45, and at the group level, an upward adjustment for women over 45. What adjustment will be applied?

Such conditions cannot be set.

A downward adjustment will be applied.

An upward adjustment will be applied.

How are bids, CPCs, and predicted click through rates related in Yandex.Direct?

The lower the predicted probability of a transition from a particular site, the cheaper the clicks on it.

If the bid for the keyword is low, the ad will be shown on sites with low quality.

The predicted transition probability does not affect prices.

There are several active and several stopped ads in the group. What price is displayed in the "Price on search" column?

The aggregated price is displayed only for active ads groups.

Only the price for the selected group ad is displayed. The search price varies depending on the selected ad.

The aggregated price for all ads in the group (active, stopped, archived) is displayed.

An ad with a virtual business card is displayed on mobile devices. All users clicked on the phone number and immediately called, they did not go to the site. Will such transitions be cheaper or more expensive than transitions to the site?

Clicking on a phone number is free.

There will be no difference in cost - clicks to a business card cost the same as clicks to a website.

Clicks to business cards will be more expensive - they do not increase CTR, so Direct will always charge the cost per click specified in the interface.

The owner of a chain of clothing stores wants to motivate the owners discount cards buy more online than offline. What is the best way to do this?

In the ads, offer the owners of discount cards an additional discount in the online store.

Place goods from an online store on Yandex.Market.

You have created several segments in Yandex.Audiences. Now we need to determine the percentage of users who were on the site and find out what they did there. How and for which segments can this be done?

You can specify the number of the Metrica counter, but the data will be pulled up only for the segments created by the Metrica segments.

You can specify the number of the Metrica counter, but the data will be pulled up only for segments created according to the goals of the Metrica.

If you specify the Metrics counter for any segment, the statistics will be pulled up for all types of segments.

Data about user behavior on the site will be pulled up automatically if Yandex.Audience and the Metrics counter are on the same login.

The advertiser wants to expand the circle of its customers. In order for the business to flourish, it is important to attract only those who spend at least a certain amount per month. What tool will be the most effective and not labor-intensive in this situation?

Targeting using Yandex.Audience or Yandex.Metrica on existing clients with a certain solvency.

Setting up geotargeting for the most economically developed regions of the country.

Look-alike targeting to people who are similar to existing customers and have a certain solvency.

Use bid adjustments to target ads to people of a certain gender and age.

How to understand that a segment in Yandex.Audience is suitable for look-alike targeting?

In the segment statistics, you can see the user similarity index. The higher the similarity, the more the segment is suitable for creating a look-alike segment.

This cannot be understood in advance. You can only experiment and track impression statistics for the look-alike segment.

Is it possible to create an audience selection condition that consists only of unfulfilled goals (“None completed” block)?

Yes, such a condition can be used both for impressions on it in networks and for adjusting bids.

No, the None completed block can only be used in combination with the At least one completed or All completed blocks.

Yes, but this condition can only be used to adjust rates.

You were approached by the owner of a restaurant located next to a large office center. “There is a food court with restaurants in the office center, but I want office workers to come to my place for lunch. How to attract these people? Leaflets are no longer working, and my budgets are small.” What advice would you give to a restaurateur?

Using Yandex.Audience geosegments, target ads to the location where the office center is located.

Add more keywords with the title to the campaign office center. For example: where to eat in moscow city.

Set up a campaign in Yandex.Direct for the entire city.

Is it possible to combine Metrica goals, Metrica segments, and Audience segments in one audience selection condition?

You can only combine the Metrics and Audiences segments.

Can.

You can only combine goals and Metric segments.

How does the cost per click differ for a link to an advertiser's website and for a virtual business card?

The cost per click on a virtual business card will be 0.3 rubles. below the maximum bid.

A click on a virtual business card is not paid.

Two months ago, Ilya ran a campaign for people who regularly visit shopping center"Rainbow". The campaign worked in segments based on geolocation data. Now Ilya wants to run a new campaign for the same target audience. Do I need to create new segments?

Yes, you need to collect new segments to exclude non-target users. For two months the information is outdated, some users may have moved.

It is better to collect new segments in order to add users who have recently started visiting Raduga to the sample.

No, you can use the same segments - the information is updated automatically.

In the campaign, the conditions for selecting an audience by look-alike for fifty thousand contacts are set up. There are downward adjustments for men and for all people under the age of 44, and upward adjustments for mobile phones. Few impressions and clicks. What hypotheses need to be tested?

The stakes are too low.

Fifty thousand contacts are not enough to build a quality look-alike. The technology only works with millions of contacts.

Too narrow targeting and audience selection conditions are set.

Seasonality of demand for a product or service.

What does the reach indicated on the Yandex.Audience page mean?

Cookies on different devices for the last 30 days.

The exact number of users found.

The number of impressions by segment.

Is it possible to make the CPC automatically change depending on the time of day?

No. There is no automatic adjustment of rates depending on the time of day.

Yes, you can with the help of audience selection conditions.

Yes, hourly bid adjustments are available in time targeting settings. It only works for manual bid management.

Yes, you can set up hourly bid adjustments for both automatic and manual bid strategies.

Some visitors to the online store put products in the shopping cart, but do not checkout. What advice can you give the owner of this site?

Check that the terms of delivery are conspicuous and well described.

Check the usability of the site, the convenience of placing an order.

An online store owner wants to offer a discount to people who were on the site but didn't buy anything. What is the most effective way to set up ads?

Use the audience selection condition: set up ads for those who have not visited the site by the Metrica segment.

Use the audience selection condition: by the Metrica segment, set the display for this segment of site visitors.

In the ad, offer this segment of visitors a discount or other special conditions purchases.

Describe the promotion on the pages to which the links in the ads lead.

Why is the reach value on the Yandex.Audience page greater than the number of uploaded contacts?

An ad can be shown to the same person multiple times.

One person can use several devices (work and home computer, smartphone, etc.).

This should not be. If this happens, it's a bug.

The Yandex.Metrica counter and the Yandex.Direct campaign are registered under different logins. What condition must be met in order for the goals of the counter to be available for setting the audience selection condition in a Yandex.Direct campaign?

The counter number is specified in the campaign parameters.

The campaign has Yandex.Metrica markup enabled.

Direct and Yandex.Metrica belong to the same person.

In the "Reach" ad group from the "Retargeting" campaign on the AAA login, we created the "Top Clients" audience selection condition. For which ad groups will the Best Customers match criteria be available?

The Top Customers condition will only be available for the Reach group setting.

The Top Clients condition will be available to set up all groups in all AAA login campaigns.

The "Top Customers" condition will be available for setting up all groups, but only in the "Retargeting" campaign.

Which impressions are affected by the enabled "Advanced geographic targeting" option

For impressions in Yandex search.

For shows in YAN and external networks.

For impressions in YAN, external networks and Yandex search.

Campaign type "Advertising mobile applications". If an app becomes unavailable in the app store, what happens to the Yandex.Direct announcement?

Ad impressions will continue

The ad impressions will be suspended, and a notification will be sent to the advertiser's mail.

The correct setting of Yandex Direct in 2019 is the foundation for the future success of an advertising campaign.

Advanced Geographic Targeting

Included Advanced geo-targeting allows ads to be shown for queries that specify a region or city, even if the user is located in a different region.

For example, if you're advertising a wholesale company from Moscow and enable advanced geographic targeting, then your ads may be shown to users from other regions when they search for [ wholesale companies in Moscow].

Accordingly, at turning off With this option, only residents of the selected region will see your Yandex ads. Therefore, if you do not work all over Russia, then it is better to check this box put away.

Leave a checkmark if residents of other regions can search for offers in your city: [ hotels in Moscow] or [ car rental in Sochi].

Display strategy

Select "Search only" and "Manual bid management". You should not trust Yandex itself to manage bids.

Network settings

If you select impressions only on the search, this item will automatically display “Impressions are prohibited”.

In this settings item, you can set an increase or decrease in the size of the bid, depending on gender or age, the device from which you are viewing (mobile or PC), as well as changing the bid for a specific target audience.

For example, if Direct is configured for construction company, then it is more convenient for a person to watch and choose from a computer or laptop in order to view houses and projects in detail, so in this case, the rate for mobile phones can be reduced up to 50%.

But do not forget that mobile traffic is growing every year and is the main one for some types of business. Flower delivery, pizza, movie tickets, taxis and other services that are often ordered from a smartphone. In this case, the rate for mobile should be increased.

If your target audience is predominantly older people, then increase rates for users over 45, or vice versa lower for everyone else.

Stop ads when the site is down

Depending on the reliability of the hosting on which the site is hosted, during the day it may be unavailable for a different amount of time (from 5 minutes to 1 hour). So that at this time the budget is not wasted, put a tick in this checkbox. Yandex.Direct will monitor the site for availability and when it is unavailable, pause ads.

Business card

We put the toggler in the “Enable” position and fill in all the fields of the section: location, address, phone number, company name, working hours (on weekdays and weekends) and so on.

When you click on "Contact Information", a business card of the company will open in a new tab.

This item of settings is important, both in terms of attracting customers and in terms of optimizing the company. Customers can see your contacts without going to the site, and for Yandex.Direct, this makes the ad better.

Metrics

Counter Metrics

Install the counter on the site and specify it in the advertising campaign settings to receive data on clicks to the site for advertising and conversions.

Key Goals

Specify the key goals of the advertising campaign so that the system automatically adjusts impressions in networks, focusing on the achievement of these goals. It is important to indicate key goals when setting up YAN. In our case, you can leave the default value - "Involved sessions".

Mark up links for Yandex.Metrica

Check this box if you want the metrics to record ad clicks in the format http://your-site.ru/?yclid=12345678 (no more than 20 characters). At the same time, the site must correctly display pages at such addresses.

Add "_openstat" tag to links

To display detailed statistics on conversions from Direct, in the Liveinternet and Openstat counters, check the box next to this item.

Notifications

Specify the mail to which notifications about the work of the advertising campaign will be sent. The system will notify you about running out of funds, changing ad positions, pausing impressions due to daily budget limits, and more.

SMS notifications

You can set up SMS notifications - they are completely free! It is better to limit yourself to the most important notifications, such as account balance and receipts.

Special settings

Prohibited sites and external networks

Here you can add a ban on showing ads on certain sites. This is done when optimizing advertising in YAN, we skip this step for a search campaign.

Enter the words and phrases for queries with which the ad will not be shown. Impressions will be prohibited only if all the negative keywords are present in the user's query. To enter negative keywords, click "Add" and write them in the window that appears.

Additional relevant phrases

A new window will appear where you should turn off the option and save the changes.

Number of ad groups per campaign page

The default is 20 ads per page. The more ads, the longer the page will load. The optimal number is 100.

This option may be required when dealing with click fraud (clicking). Or to prevent ads from being shown to employees in the office. Total banned IP addresses cannot exceed 25.

Usage example. An employee in a warehouse, in order to get to the company's website, types its name in Yandex. He first shows advertisement (Are you advertising for branded queries?), and then the search results. The employee, without hesitation, presses on the first line, a penny is flowing away from the budget. What if you have 1,000 employees in your office? Ask your ISP for a static IP address or a range of IP addresses if the IP is dynamic. Then add them to the banned list.

Negative phrases per group. You can set them in the previous step or right now. But when using quotation marks, this paragraph can be skipped.

Terms of audience selection- this option may be needed when or for .

— were selected in the previous step.

Maximum cost per click for new and changed impression conditions— by specifying any value in this field, you can limit the maximum cost per click.

- were installed in the previous step.

Please note that in the first column of numbers, the cost of a click in the auction is indicated, and in the column next to it, the cost that we will pay for a click. The decrease was achieved due to the relevance of the ad title to the query ( repair of wooden houses - repair of wooden houses). However, in order to get into the special placement on the 1st position, you need to put a value greater than in the first column, but the value from the second will be written off.

Yandex.Direct ads are shown on desktops (desktops and laptops), tablets, and phones ( mobile phones and smartphones). Complement your campaigns with mobile ads with individual advertising texts and landing pages.

If a campaign contains both mobile and regular ads, the system gives preference to mobile ads when shown on phones, and regular ads when shown on desktops and tablets. Even if the user has accessed the regular version of Yandex from their phone, mobile ads will be used during the display.

What ads look like

On Yandex mobile search, ads look like this:

When shown on networks (YAN and external networks) images can be added to ads - depending on the settings of the site where the ad is shown.

An effective mobile ad has short, clear text that is easy to read on a phone screen. You can add up to four quick links leading to the pages of the advertised site. If sitelink texts do not fit in a line, they are displayed with horizontal scrolling.

If you add a virtual business card to your ads, then users can quickly contact you. To make a call, just press the handset icon .

Create ads for mobile devices

When creating a new ad, check the box Mobile ad- then the system will give preference to it when shown on phones.

It is important that the ad group contains not only mobile ads, but also “regular” ads. Then the system will correctly distribute traffic between them - show mobile ads on phones and regular ads on other devices.

If you create only mobile ads in a group, they will also show on desktop based on the desktop CTR prediction. Similarly, if there are no mobile ads in the group, "regular" ads will be shown on mobile devices based on the mobile CTR prediction.