Yandex.Metrica - helps to obtain visual analytics of your advertising campaigns, video recordings of visitors’ actions and evaluate the effectiveness of advertising. It is important for running manual campaigns and campaigns with auto strategies.
How to set up Yandex.Metrica and use its data in advertising, read here.
Key Options - are most important for the business actions of site visitors. For example: sending an application, registering on the site, viewing pages with prices and services, adding a product to the cart, making a purchase.
Use them for your advertising campaign, and the system will work toward solving your problems.
You can specify key goals in any strategy except “Conversion Optimization”.
Tap here to learn how to set up the key goals.
Autostrategies - after your RC has worked for some time in manual mode and hasve collected enough statistics, you can launch the autostrategies (you can launch them earlier, but in this case it will be more effective). Yandex will analyze a huge number of indicators to select the most relevant audience for you, and also change bids online, adapting to the market situation. Yandex also gives clients a bonus of 6% of turnover in the Ad Campaign with the “Conversion Optimization” and “Target Share of Advertising Expenditures” strategies.
In January, Yandex have added new features to conversion strategies - now adjustments affect not only bids, but also the conversion price. This will provide more opportunities to attract target customers and make the strategy more transparent.
Benefits of autostrategies
- While targeting the audience, it takes into account factors that are inaccessible to the user;
- The system will select the most converting keywords and will promote them;
- The Yandex algorithm changes rates every 15 minutes, thus eliminating the need to conduct detailed analysis;
- Yandex gives clients a bonus of 6% of turnover for campaigns with the “Conversion Optimization” and “Target Share of Advertising Spend” strategies;
- You can spend more time on other aspects of the settings, for example: launching retargeting for which Yandex gives a 6% bonus, working on creatives, adding business cards or using video add-ons that bring a 10% bonus;
- Yandex actively developes this tool and sees the potential in it. Therefore, it is useful to start mastering it now.
Retargeting - is an option to show ads only to users you are interested in. For example, those who have visited your site and added an item to the cart.
Using the “Retargeting” tool significantly increases conversion (can bring 3-5 times more users than regular advertising campaigns) and has a low bounce rate. And the big benefit is that Yandex gives a 6% bonus for using this tool (with the exception of smart banners). Of course, like any tool, retargeting requires time to set up, but the results are worth it. Autostrategies will help you save time.
For effective retargeting you need:
- set up several campaigns, each taking into account the needs of a specific group of customers;
- use images instead of text ads;
- make impressions depending on the period that has passed since visiting the site;
- if you are planning retargeting by segments, you need first to collect enough statistics on the goals.
Read here how to set up retargeting for MAA.
In January 2022, Yandex added a new tool: transferring conversions from a mobile application to Yandex.Direct.
Bonuses from RMP are 12% and 8% depending on whether you use the campaign wizard or expert mode when setting up.
Now the integration process has become even easier. Setup instructions and information on how to start using data in your current placements are available here.
Video add-ons in text and image ads - a tool that helps increase the reach of your advertising campaigns. It turns your text and image ads into short videos (10-15 seconds). You can shoot your own video or create it using the designer. For advertisements using this tool, Yandex gives abonus of 10%. To use more flexible settings when working with video advertising, use the "Video Ads" format in text and image campaigns.
Video add-ons
Watching videos is the second most popular activity on the Internet after social networks. On average, there are 15 hours of video viewing per user per month. Don't miss the opportunity to take advantage of this factor.
Video ads are an opportunity to create video advertising as part of a TGO campaign, with more flexible settings for working with video format.
There are two ways to create a video ad: upload your own video or select a ready-made one from the library — and based on them prepare an ad in the Constructor. Videos with original content outperform default videos.
If you are going to run video ads in Direct, follow the recommendations:
- Show your main message at the beginning of the video and make sure it is clear;
- Analyze display sites to understand the interests of the audience;
- Do not turn off your mobile devices at the start. Test them first and see how effective they are;
- Monitor the effectiveness of advertising depending on the time of day and optimize impressions if some hours are more effective;
- Add audio to your video ads. As Yandex statistics show, ads with music or speech show a lower CPA than ads without sound. The sound background can be selected from the library;
- Check whether the video in the preview was trimmed correctly - whether all important objects remained in the visible area. It is important that the video is not cut off at an important semantic point. In Direct, videos up to 30 seconds are available for downloading, with trimming occurring at 15 seconds;
- Use a relevant title and text that will appear on top of the video. Add a call to action to the button, for example, “Order”, “Buy”, “Learn more”.
It is important that the video motivates people to go to the advertiser’s website. Therefore, you need to make sure whether the video is “accessible” to users and what can be done to make it “access” better.
Here are some recommendations:
- Check whether the meaning of the video message is clear; this can be done by showing the video to an independent group of users;
- Add a clear message at the beginning of the video: the user pays attention to the first 3-5 seconds, the remaining 10 seconds wait until the end of the video if he is not interested in it;
- If the video is being adapted to a longer length, then place all the important information in the first 15 seconds of the video, since this is the allowable length of the video.
What is the difference between a video extension and a video ad?
Video add-ons use the titles and texts of existing text and image ads, and bid management is possible only through adjustments. The strategy for video add-ons applies only to the one set at the level of the campaign itself with text and image ads. Thus, video extensions depend on the original campaign and the correct adjustments.
Compared to video add-ons, video ads benefit already at the setup stage and, as a result, have better controllability - they are shown more often. Video ads lend themselves to much more control and optimization.
You can always view the full list of current bonuses from Yandex in your Direct account (Tools - Bonus program).