Impressions and clicks on the bidding page. What CTR is considered good? Which of these advertisers would benefit from dynamic ads?

Use Page Search (CTR+F) to find the question you're looking for.

You have chosen the “Manual bid management” strategy and configured impressions only in networks. What impression management options are available to you?

Setting a Weekly Budget

Selecting display sites

Setting a daily budget

What indicators can be optimized using automatic Direct strategies?

Place of ad display

Number or cost of clicks

Return on Investment

Average price of the target action

Which of the following strategies can be recommended to reduce the cost of conversion while maintaining the same budget?

“Average cost of conversions” or “Weekly budget: maximum conversions” - the second strategy will target the most converting impressions

If you select the Weekly Budget strategy and do not set a maximum cost per click limit, what is your maximum cost per click?

It will not exceed 10% of the weekly budget and 50 USD. 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.

The auto repair shop advertises a routine inspection service. The workshop can service no more than 50 cars per week, and the advertising budget is limited. What strategy is suitable in this case?

Weekly package of clicks.

Average conversion cost.

Manual bid control.

Manual bid control.

Average return on investment.

Average conversion cost.

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

Maintain the average ROI coefficient equal to 2.

Receive conversions at a given average price.

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

Show the ad only during peak shopping hours.

Spend no more than a certain budget.

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

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

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

In the campaign parameters, link marking is enabled or the counter number is specified.

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

A Metrics counter is installed on the site and at least one non-composite goal is set.

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

Average conversion cost.

Weekly budget: maximum clicks.

Weekly package of clicks.

Over what period will the system try to spend a given amount if you select the “Weekly budget” strategy?

For a week from Monday to Sunday.

In the last 7 days.

Within 7 working days.

A large online store of household appliances is planning a sale of heaters. It is important for the store to maintain a certain percentage of return on investment. Which automatic strategy is suitable in this case?

Average conversion cost.

Weekly budget.

Average cost per click.

The key task of the advertiser is to increase the benefits from investments in online advertising or maintain it at a certain level. What strategy can be recommended to an advertiser?

If he already has accumulated statistics, the “Weekly Pack of Clicks” 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 control and set click prices at the level of the first special placement. The more traffic, the higher the profitability

Average return on investment.

In what case does Direct optimize the cost of a click, conversion or other indicators, without going beyond the restrictions 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 bet management.

When you select the Weekly Budget strategy on the campaign page, you can configure the priority of keywords (high, medium, low). What does this mean?

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

Phrases with high priority will be placed in special placements, and phrases with low priority will be placed in dynamic displays.

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

The campaign selected the “Weekly Budget: Maximum Conversion” strategy. The advertiser raised the prices per click, leaving the budget unchanged. There were more conversions, and their average price decreased. Why?

This is a fictitious situation, it doesn’t happen. Conversions should become more expensive as bids are priced higher.

The advertiser delivers drinking water to apartments, houses and offices in Moscow. The goal of the search advertising campaign is to increase the number of orders for water delivery to apartments and houses. Select the most suitable queries.

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

order water to the office, deliver water to the office, buy a cooler for 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 which search query will your ad not be shown?

buy an electric boiler for heating

Key phrase: [towel dispenser]. The square brackets operator is used. For which search query will your ad not be shown?

wall mounted towel dispenser

paper towel dispenser

order towel dispenser

buy a towel dispenser

The ad group uses key phrases: buy a husky puppy, husky puppies, husky puppies in Moscow. Advertisement title: #Husky puppies# in Moscow. How will the phrases be inserted into the title?

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

A user is looking for flights from Oslo to Chicago. Select the option of using operators that will allow the advertiser to correctly take into account the direction of the flight

Tickets [Oslo-Chicago]

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

buy a small apartment in Moscow

loan for an apartment Moscow

buy an apartment in Moscow

Moscow 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 brackets operator is used. What search queries will be shown for?

last minute tour to Egypt

last minute tours Egypt

hot tours to Egypt

Egypt last minute tours

burning 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. For what search query will there be no impressions?

buying a stroller

buy a stroller online

buy a stroller in Moscow

where to buy a stroller

The goal of the online campaign is to increase the number of installations of a mobile application for reading books with a built-in library. Select the most relevant queries.

download ereader, application for books, ereader for android

fiction, Tolstoy's novels, The Idiot summary

fb2 books, pdf books, mobi books

Request: everything for artists. Select options for using operators in which the search engine will take into account all the words in the query.

Everything for artists

Everything for artists

everything + for artists

"everything for artists"

+all +for artists

Default phrase - appointment at the dentist's office .

The ad group uses key phrases: Buy a smartphone under 20,000, Buy an inexpensive smartphone, Inexpensive smartphones. Ad title: #Smartphones from RUB 10,000#. How will the phrases be inserted into the title?

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

buy a smartphone under 20,000, buy an inexpensive smartphone, inexpensive smartphones

Buy a smartphone under 20,000, Buy an inexpensive smartphone, Cheap smartphones

Key phrase: holiday + on Baikal. The plus operator is used. Which of these search terms will not show your ad?

inexpensive holiday Baikal

holiday on Lake Baikal inexpensively

family holiday on Lake Baikal inexpensively

holiday on Baikal 2017

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

how to grind coffee

How to grind coffee

"how to grind coffee"

+how to grind coffee

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

cheap holiday

inexpensive tours

vacation inexpensive

relax inexpensively

In what parts of the ad can the template be used?

Text.

Title.

The user is looking for a bus from Moscow to Riga. Select an option for using operators that will allow the advertiser to correctly take into account 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 was used. What search queries will be shown for?

Moscow sell smartphone

selling smartphone

selling a smartphone in Moscow

I want to sell a smartphone in Moscow

where to sell a smartphone in Moscow

Request: used car. Choose the correct use of operators so that 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. What user queries will trigger the ad?

buy an inexpensive house

where to buy a house inexpensively

buy a house! inexpensive

inexpensive house

The ad group uses key phrases: buy a women's bag, buy a leather bag, buy a summer bag. Ad title: #Buy a women's bag#. How will the phrases be inserted into the title?

For all phrases, the headline will look like Buy a women'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 ad title uses the following template: #Registration at the dentist's office#. Key phrases of the group: Sign up for a dentist's office, Dentist's office, Find a dentist's office. The ad was displayed using an additional relevant phrase: dental office. What will the user see in the title?

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

The shortest key phrase is dentist's office.

The default phrase is appointment at the dentist's office.

Key phrase: discount coupon. Negative phrase: "discount coupon". The negative phrase uses the quote operator. What search query will not show any impressions?

Discount coupon

Coupon discount

Discount coupons Moscow

Discount restaurant coupon

Search query: how to pass MOT. Select 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!to pass +then

How to get through +to

how to get through +to

Key phrase: buy a car + in the bottom. The plus operator is used. For what search queries will there be no impressions?

buy a car Nizhny Novgorod

buy a car on credit Nizhny

buy a car in Nizhny Tagil

Key phrase: "Moscow-Chelyabinsk tickets." The quote operator was used. What search query will the ad be shown for?

tickets Chelyabinsk Moscow

buy tickets Moscow Chelyabinsk

tickets Moscow Chelyabinsk find

Key phrase: concert tickets. For which search query will your ad not be shown?

buy concert tickets

concerts in Moscow

concert tickets price

Key phrase: how to grind pepper. Operators are not used. What search queries will the ad be shown for?

red pepper

harm from ground pepper

ground pepper

how to grind pepper

ground pepper

The advertiser is engaged in corporate catering and baking. The goal of the advertising campaign in networks is to increase the number of corporate orders for baked goods. Select the most relevant queries.

gifts with logo, corporate gifts, cookies with logo, gifts with logo

cupcakes, pastries, eclairs

sweets recipe, baking recipe, how to make cheesecake

Alyonka, Red October, Babaevsky

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

landscapes in watercolors, portraits in watercolors, drawings in watercolors

buy watercolors, buy watercolor paints, art watercolors Leningrad

watercolor lessons, watercolor master class, registration for watercolor courses

learn to draw, learn sketching, art school

On the bidding page, next to the keywords there is one number of clicks, and in the “By Keywords” report there is a different number. Why do the numbers differ?

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

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

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

In the Report Wizard for a separate campaign

Only in Yandex.Metrica

What impressions and clicks are shown on the bidding page?

From all sites over the last 28 days.

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

From all platforms throughout the campaign.

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

Build a “Statistics by day” report.

Make a cut according to the display conditions in the “Report Wizard”.

Order a special report through “Order reports”.

Build a “Search queries” report.

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

Removing target queries from the list of negative keywords.

Adding negative keywords to a phrase.

Adding a key phrase to the ad text using a template.

Replacing the landing page with one that is more relevant to the ad group.

Clarification of the phrase by operators.

What CTR do we see on the bidding page?

CTR phrases in guaranteed impressions.

CTR phrases in special placements.

Generalized CTR in special placements and guaranteed impressions.

The order form on the website has been simplified. What indicators might this affect?

Target price.

Percentage of conversions by goal.

The number of ad impressions in Direct.

CTR of key phrases in Direct.

You found a large number of non-targeted queries in your search campaign. There are a lot of clicks on them, but there are no conversions on the site. How to find and cancel such requests in Direct statistics?

From the “Phrases by day” report, copy all non-converting phrases and add them to negative phrases for a campaign or group.

You can directly select and uncheck all unnecessary ones in the “Search queries” report.

You can find non-target queries in the Report Wizard, copy them and add them to negative phrases for the entire campaign.

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

Number of goal achievements in Metrica.

The number of users who achieved the goal in Metrica.

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

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

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

Study the already accumulated statistics using slices in the Report Wizard.

Create and launch several campaigns one by one for different devices and different regions.

Divide ad groups into different devices and regions to collect statistics.

The number of impressions for the phrase has increased. CTR phrases, conversion rate (CR) and cost per click (CPC) remained unchanged. How will the target price 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 products. You need to build a report only for these campaigns. What are the ways to do this?

No way. You can view statistics for just one campaign, or for all campaigns at once. It is not possible to generate a report for some campaigns.

Order a report on the “Order reports” page.

On the “My Campaigns” page, check the required boxes and click the “Show Statistics” button.

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

Metrica reports show that the campaign had many conversions from Direct for the same search query. How to find out what keyword the impressions were for?

Using the “Phrases by day” report.

Using the Search Queries report.

Using the “Order Reports” tool.

Using the Report Wizard.

The system selected an additional phrase (apartment humidifier) ​​with a higher CTR and conversion rate than the original phrase (home humidifier). What can you do with an additional phrase to increase the effectiveness of your advertising campaign?

Replace the original phrase with a more effective additional one.

Add it to key phrases and ad text to increase CTR.

You don’t have to do anything - the system itself will 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?

Increases CTR

Will reduce the cost of achieving the goal.

Will increase the number of impressions due to more accurate queries.

Reduces audience reach on networks.

One of the key phrases shows a significantly lower percentage of conversions for the Purchasing goal than the others. How to reduce the cost of conversions from this phrase?

Replace the ad landing page with a more relevant one.

Set a higher bid for the phrase to get more traffic.

Clarify the phrase with negative keywords and reduce the number of non-targeted impressions.

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

How is the CTR forecast calculated in Direct?

Calculated once a week for each active ad.

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

It is calculated for the campaign as a whole, taking into account the history of impressions and “domain karma”.

What does audience reach in networks mean?

The exact value of impressions based on accumulated statistics

Forecasting the likelihood of an ad being clicked

Forecasting the likelihood of an ad being shown

In the entire online store campaign, the minimum price valid for search is high. What can I do to reduce it?

Specify the region of displays. In different regions, the minimum price applicable for search is different.

How can I manage impressions based on synonyms and additional relevant phrases?

Selection of targeting and bid adjustments.

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

Correct selection of negative keywords.

The ad is shown based on key phrases and audience selection conditions to those who have already been to the advertiser’s website. At the same time, the campaign is set to adjust rates for women over 45 years old. Which setting will work on the search if the user matches both?

Both will work - the display will be based on the conditions for selecting an audience, taking into account the adjustment of bids.

Only bid adjustments and search queries will be taken into account when serving.

What opportunities and advantages does placing ads on networks give an advertiser?

Show ads with video or image.

Automatic reduction in click price for sites with lower predicted conversion.

Ability to display ads on specific sites and pages.

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

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

This will reduce the CTR in search. To display ads in special placements, you will have to set higher bids than if the ads appeared only in search.

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

Why can the price of entry to special accommodation be the same as the price of the first place in special accommodation?

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

It can not be so.

For this advertisement, the barrier to entry into special accommodation is very high. As soon as the advertiser overcomes it, he will immediately get to 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 can an ad be shown in different positions to you and the client in a search?

We have different browsers.

The campaign is configured to adjust bids by gender and age. We belong to different socio-demographic groups.

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

The campaign is shown only on networks. In the ad group there is the phrase “cheap tours to Egypt” (in quotes). How will ads from this group be shown?

Ads will only be shown on sites where this phrase appears, and to users who searched for this exact phrase.

In this case, ads can only be shown based on audience selection conditions. Quotes prohibit impressions on networks.

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

On what platforms can Direct ads be shown?

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 on networks are true?

The same platform can place both search and classified advertising.

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

Ads can only be shown to those users who have already visited the advertiser’s website or asked Yandex about 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 advertisements.

The one with better performance will be shown.

Where is an ad shown that has a bid lower than the minimum bid in search?

In dynamic impressions, on the “All ads” page.

Only on the “All announcements” page.

What metrics are taken into account when selecting ads to display in all search result positions?

Quality factor.

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

Keyword productivity.

Key phrase without stop words.

The ad is shown based on the audience selection condition to those who abandoned the order on the advertiser’s website. At the same time, the campaign adjusts rates for men aged 35 to 44 years. What settings will affect display on networks if the user matches both?

Only bid adjustments will be taken into account when displaying.

Both will work - the display will be based on the conditions for selecting an audience, taking into account the adjustment of bids.

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

There are two ads in the advertising campaign. For the first, the key phrase was used (buy paints), and for the second, “buy paints” (in quotes). 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?

The second ad has a combination of CTR, quality score and higher bid.

The second declaration is that the use of operators gives the phrase priority.

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

In what places can image ads be shown?

On mobile devices in networks.

On the search page for all advertisements.

In the search results on the Yandex.Maps service.

On the sites of partner SSP networks.

How are ads selected for the block of guaranteed impressions?

Ads with the best combination of cost per click, quality factor and CTR are selected for the block.

Direct ads with the highest bids are selected for the block.

Direct ads with the highest CTR and bids per click are selected for the block.

Direct ads with the highest CTR are selected for the block.

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

The dynamic ad will have priority when shown.

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

The regular ad will have priority when shown.

The key phrase (online store for fishermen) and the audience selection condition “Visited online store.rf” were simultaneously added to the ad. How will the ad be displayed?

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

In search, the ad will be shown based on a key phrase, and in networks - based on the conditions for selecting an audience.

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

The advertiser has set up geographic targeting throughout Russia. How will impressions be generated for keywords in different regions?

Keywords will only compete based on CTR in the selected region.

Depending on the number of competitors in different cities, the same ad upon request may be shown in different blocks.

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

Where are ads shown by default in Direct?

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

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

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

Separate ads for networks into a separate campaign.

Set up different display schedules in one advertising campaign.

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

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

Yes, they will. The ad type does not affect where it is shown.

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 using impressions based on audience selection conditions?

Find new potential clients with similar profiles to existing ones.

Increase the conversion of website visitors into customers.

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

Show ads in searches not by keywords, but by interests.

Attract new visitors to stores and branches by showing advertisements to those who regularly visit certain places.

In what order are ads shown in special placement and guaranteed impressions?

In random order.

In descending order CTR.

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

In descending order, the product of cost per click and CTR.

Upon request, there are no competing advertisements in the Special Placement, but the price of entry into this block is still very high. Why?

It can not be so. 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 advertisements. It is possible that a block does not contain a single ad.

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

The phrase does not have enough quality factor for Special Placement.

How are ads sorted on the search results page for all Direct ads?

In descending order of cost per click.

Advertisements are placed in random order.

In descending order of quality factor.

Click through rate, cost per click and quality factor are taken into account.

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

They can, since 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 quality score?

Collect all ad groups with high performance into one advertising campaign, and turn off the rest.

Add a virtual business card to your ads.

Increase CTR of phrases.

Complete all ad supplements as much as possible.

Clarify geographic and time targeting.

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

Adding to mobile ad groups.

Only target users of the latest version of iOS.

Adding image ads in formats popular on mobile devices.

Adaptation of ad texts for mobile devices.

What does the productivity of phrases show?

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

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

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

How does the “Take into account holidays” option work in time targeting?

Disables displays on holidays.

Includes holiday screenings.

Allows you to set up a schedule for showings on holidays or completely prohibit showings.

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 advertising during certain hours.

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

Mobile ads can be targeted based on the interests of mobile app users.

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

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

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

Is it possible to create your own virtual business card for each ad group in one advertising campaign?

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 an entire campaign.

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

Select the correct statements about the displayed link.

It can provide 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.

Displays based on audience selection conditions.

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

Adding image ads of different formats.

Adding images.

Adding mobile ads.

Write the same title and ad text.

Adding audience selection conditions.

How to make image mobile ads?

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

Mark the ready-made image ads with the “Show on mobile screens” checkbox.

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 your chances of passing moderation.

To increase your audience reach. Ad unit formats may differ on different devices and platforms.

Select all false statements about the virtual business card.

It can make your ad more visible and clickable.

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

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

Clicks on a business card are cheaper than clicks on a website link.

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

You can set the downward adjustment to minus 100%.

It is possible, but only at the campaign level. You can't set adjustments for an ad group.

No, you cannot completely eliminate a region by adjusting rates, but you can reduce the rate by 90%.

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

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

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

Which advertiser is best suited for location-based segment targeting?

A small chain of grocery stores, each of which serves residents of one area.

Famous electronics network.

A computer company entering a new market.

A furniture hypermarket that tries to attract as many customers as possible.

The campaign is shown only on networks. Targeting has been set up for Krasnoyarsk, advanced geotargeting is enabled. How will expanded geotargeting affect impressions on networks?

Ads will be shown to everyone who has ever looked 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.

The screenings will be only for residents of Krasnoyarsk.

What is interest targeting in Mobile App Advertising campaigns?

A special retargeting setting available only in this type of campaign. Using interest targeting, impressions are set up on networks.

Adjusting bids for users interested in applications of a certain category.

The more different types of 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 hair salon that offers discounts on different types of nail coloring every day.

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

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

Only for each ad.

How do bid adjustments improve ad performance?

You can pay less for clicks from users who belong to your target audience.

You can reduce the likelihood of your ads being shown to people outside your target audience.

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

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

Combine them into two ad groups: one for the search campaign, the other for impressions on 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 most often searched for.

There is a lot of traffic from mobile searches, but there are also a lot of refusals. For the same phrases, the traffic on the desktop is of high quality, the bounce rate is acceptable. What do you advise an advertiser to check?

Usability of the mobile version.

There is a lot of traffic from mobile searches, but there are also a lot of refusals. What do 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 traffic does not load the site so much.

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

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

Create separate campaigns for different types of mobile devices.

Set bet adjustments with a higher odds for mobile devices.

Set down bid adjustments for desktop.

Raise all bets - coverage will increase on all types of devices.

Why create ads in different formats in Direct?

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

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

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

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

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

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

How is a virtual business card useful 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 your ad.

Clicking on a virtual business card is free.

When displayed in Yandex search from a business card, the company's phone number and opening hours are displayed.

For which objects in Direct can you set up geographic targeting?

Both for the entire campaign and for individual ad groups.

Per ad group only.

How do impressions and clicks on additional relevant phrases affect the CTR of the original phrases and the cost per click?

They are taken into account in the CTR calculation in the same way as impressions and clicks on the original phrases, but do not affect the cost per click.

They are taken into account in the CTR calculation 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 calculating the CTR of the original phrase and the cost of clicking on them.

Why do you need to indicate the Metrica counter number in the parameters of an advertising campaign in Direct?

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

Why do you need to link the Metrica counter to Direct?

For the correct operation of site monitoring - if the site becomes unavailable, Metrica monitoring will turn off advertising in Direct so that the budget is not wasted.

This allows you to customize the conditions for selecting an audience by goals and Metrics segments.

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

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

How are clarifications useful for an advertiser?

Increases ad attractiveness and CTR.

They provide an opportunity to provide potential buyers with additional information.

Increases the productivity of the phrase.

Allows you to display your ad in an expanded format.

Productivity guidelines say: “Add the entire phrase to the title.” In this case, the exact key phrase is already added to the title. Why does the system make this recommendation?

There was a draft in the group that did not have a key phrase in the title. Productivity recommendations take into account removed ads.

There is an ad in the group whose title consists only of a template.

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

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

Type the title of the ad in CAPITAL LETTERS.

Fill in the details.

Add a virtual business card to the ad group, specifying as detailed information as possible.

Add a picture to each ad.

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

Removing all negative phrases.

Filling out clarifications.

Refining geotargeting - setting only to those regions in which the advertiser’s business operates.

Adding a virtual business card.

Disable phrases with low CTR.

Using templates in ads.

An advertiser - an air ticket aggregator - wants to quickly generate advertising based on its data feed. Which Direct formats will solve his problem?

Dynamic ads.

Image ads.

Text and graphic advertisements.

Smart Banners .

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

Be sure to include the legal name of your organization.

Set up geotargeting 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. Are competing listings taken into account in item prices?

Yes, all competing ads for a query are taken into account, except those stopped by time targeting.

No, they are not taken into account. The system takes into account the CTR forecast, the productivity of the phrase and the account quality score.

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

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

No, the cost per click 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, different regions have different numbers of competitors, so clicks will cost differently.

The advertiser set two adjustments: + 400% for mobile devices and + 300% for men from 18 to 24 years old. 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.

Adjusting for gender and age will work because such adjustments have higher priority.

Let the bet on the phrase be 12 rubles. Three adjustments have been established: + 300% for women from 25 to 34, − 80% for St. Petersburg, + 50% for mobile devices. According to the advertisement, a 40-year-old St. Petersburg woman is transferring from her mobile phone. How will the rate be adjusted?

3.6 rub.

For which items in Direct can you adjust bids by display region?

For every ad.

To an ad group.

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

The price master changes rates once an hour. The rate will be changed soon.

The price master has not yet managed to change the rate a second time.

The Price Master changes bids for all phrases once. If the ad was later pushed 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. On which site will the bids and cost per click be lower and why?

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

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

Direct will reduce rates on the site where the conversion rate is lower. The reduction 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 assigned maximum rate.

The account has two active campaigns. One is about to run out of funds, and the other has 1,900 rubles left. Right now there is no way to top up your account, and campaigns cannot be stopped. What can you do to keep your campaigns going?

Connect to a General Account.

Transfer funds from the old campaign to the first one.

Transfer funds from another account.

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

At a rate of 1 rub. This adjustment cannot be made.

At a rate of 0.1 rub.

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

There are different boost adjustments for mobile devices at the campaign level and at the ad group level. What adjustments will be applied?

The adjustment specified for the group will be applied.

The adjustments will be cumulative.

The adjustment set for the campaign will be applied.

What indicators affect the cost of a click in external networks?

Ad CTR.

Predicted conversion.

Site quality factor.

Productivity of the phrase.

Does Direct regulate bids for impressions on networks?

Yes. Direct reduces bids for impressions on sites if it predicts a low probability of conversion on the site.

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

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

The campaign selected an automatic strategy with a maximum bid limit. How will adjustments by display region 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 an advertiser’s account?

Including VAT according to 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. One is about to run out of funds, and the other has 1,900 rubles left. Is it possible to transfer funds from the second campaign to the first?

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

No, you can’t - the minimum transfer and balance amounts are at least 1000 rubles each.

Yes, you can - the minimum transfer amount is 300 rubles.

The ad is shown throughout Russia. Three rate adjustments have been 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 mobile adjustment will work.

Only adjustments by gender and age will work.

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

The campaign includes the key phrase “flower delivery.” The display region is Moscow and the region, expanded geographic targeting is enabled, an upward adjustment is set at + 200% for Moscow and an upward adjustment at + 50% for mobile phones. A man in Tver types in the search bar on his computer: flower delivery in Moscow. Does he have a chance to see this ad?

No, because if there are regional adjustments, advanced targeting does not work.

No, because the man uses a desktop.

Yes, because advanced geographic targeting is enabled.

Let the rate for clicks on your ads be 72 rubles. You've added a +20% mobile adjustment and a +50% regional adjustment for the area around your stores to attract more customers. Someone clicks on an ad from a mobile phone while near your store. What will the rate be?

122 rub. 40 kopecks

201 rub. 60 kopecks

129 rub. 60 kopecks

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

An advertiser wants to know the average cost of clicks in an advertising campaign, including VAT. Is this possible?

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

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

Is it possible to transfer funds from a campaign that is running or in the “activating” status?

Yes, any amount.

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

No, transfer is only possible from a stopped campaign.

Let the bids for all key phrases be 2000 rubles. The advertiser has set an upward adjustment of 30% for mobile devices. What will be the resulting maximum bid for conversions from mobile?

At a rate of 2000 rubles, since the adjusted rate was greater than the maximum for this currency.

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

At a rate of 2600 rubles.

Let the bids for all key phrases be 1800 rubles. The advertiser has set an upward adjustment of 500% for mobile devices. What rate will be used for bidding on desktops?

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

At a rate of 2700 rubles.

The rate is 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

The display region adjustment will be applied. Direct will ignore other adjustments

The campaign is configured with increasing bid adjustments for certain regions, for mobile devices, as well as 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.

The display region adjustment will be applied. Direct will ignore other adjustments.

When adjustments intersect, all coefficients are summed.

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

Such conditions cannot be set.

A downward adjustment will be applied.

An upward adjustment will be applied.

How are the bid, cost per click and predicted probability of clicks in networks related in Direct?

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

If the bid for a phrase 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 Search Price column?

The aggregated price is displayed only for active ads in the group.

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

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

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

Calling a phone number is free.

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

Transitions to a business card will be more expensive - they do not increase CTR, so Direct will always write off the click price indicated in the interface.

The owner of a chain of clothing stores wants to motivate discount card holders to buy more in the online store than offline. What's the best way to do this?

In the advertisements, offer discount card holders an additional discount in the online store.

Place products from an online store on Yandex.Market.

You have created several segments in Yandex.Audience. Now you 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 Metrics counter number, but the data will only be pulled up for segments created from Metrics segments.

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

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

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

The advertiser wants to expand the circle of its customers. For a 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 least labor-intensive in this situation?

Targeting using Yandex.Audience or Metrica to existing customers with a certain solvency.

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

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

Using bid adjustments, target advertising to people of a certain gender and age.

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

In segment statistics you can see the user similarity index. The higher the similarity, the more suitable the segment is 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 consisting only of unfulfilled goals (the “None completed” block)?

Yes, this condition can be used both for impressions on networks and for adjusting bids.

No, the “None Done” block can only be used in combination with the “At least One Done” or “All Done” blocks.

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

You have been contacted by the owner of a restaurant located next to a large office center. “In the office center there is a food court with restaurants, but I want office employees to come to me for lunch. How to attract these people? Leaflets no longer work, and my budgets are small.” What advice would you give to a restaurateur?

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

Add more key phrases with the name of the office center to the campaign. For example: where to eat in Moscow city.

Set up a campaign in Direct for the entire city.

Is it possible to combine Metrics goals, Metrics 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 between a link to an advertiser’s website and a virtual business card?

The price per click on a virtual business card will be 0.3 rubles. below the assigned maximum rate.

There is no charge for clicking on a virtual business card.

Two months ago, Ilya ran a campaign for people who regularly visit the Raduga shopping center. 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. Within two months, the information became outdated, and some users may have moved.

It’s better to collect new segments to add users who recently started going to Raduga to the sample.

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

The campaign has set up conditions for selecting a look-alike audience for fifty thousand contacts. Downward adjustments have been established for men and for all people under the age of 44, and upward adjustments for mobile phones. There are few impressions and clicks. What hypotheses need to be tested?

The stakes are too low.

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

The targeting and audience selection conditions are too narrow.

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.

Number of impressions by segment.

Is it possible to make the cost per click 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 using audience selection conditions.

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

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

Some online store visitors add items to their cart but do not place an order. What advice can you give to the owner of this site?

Make sure that the delivery terms are visible and well described.

Check the usability of the site, ease of ordering.

The owner of an online store wants to offer a discount to people who visited the site but did not buy anything. How to set up advertising most effectively?

Use the audience selection condition: according to the Metrics segment, set up the display of ads to those who have not yet been to the site.

Use the audience selection condition: according to the Metrics segment, set up the display of site visitors to this segment.

In your ad, offer this segment of visitors a discount or other special purchasing conditions.

Describe the promotion on the pages linked to in the advertisements.

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

An ad can be shown to one person several times.

One person can use several devices (work and home computers, smartphones, etc.).

This shouldn't happen. If this happens, it's a bug.

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

The counter number is specified in the campaign parameters.

The campaign includes Metrics markup.

Direct and Metrica belong to the same person.

In the “Reach” ad group from the “Retargeting” campaign on the AAA login, we created a “Best Clients” audience selection condition. For which ad groups will the “Best Clients” selection condition be available?

The “Best Customers” condition will only be available for setting up the “Reach” group.

The "Top Customers" condition will be available for setting up all groups in all AAA login campaigns.

The “Best Customers” condition will be available for setting up all groups, but only in the “Retargeting” campaign.

Which impressions are affected by the “Advanced geographic targeting” option enabled?

For impressions in Yandex search.

For displays 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 Direct announcement?

Your ad will continue to serve

Displays of the ad will be paused, and a notification will be sent to the advertiser by email.

Strategy “Manual bid management with optimization” will allow you to independently set bids for individual display conditions. You will receive the maximum possible number of impressions, taking into account the specified restrictions (bids, display region, etc.) and competition with other advertisers.

To manually set bids for networks, enable separate bid management in the strategy settings.

You set bids only for search impressions. Screenings on networks will be prohibited.

You set bids only for impressions on networks. Search impressions will be prohibited.

1. Strategy settings
2. How to track changes in traffic volume

Strategy settings

Average daily budget

Daily campaign spend averaged over a calendar week.

During the week, the budget is redistributed: the remaining budget from less active days will be spent on more active ones. Thus, the daily consumption may be more or less than the specified value. Additionally, no more than 30% of the specified amount of the average daily budget can be spent. Wherein average daily consumption per week will remain within the specified limit.

The budget stretches for the whole day or for the period specified in the time targeting settings. If the given budget is not enough to show all day, ads will be less likely to participate in the auction. If the specified cost amount is sufficient for the day of impressions, you will receive all available traffic.

If you use high-frequency phrases or have high bids for phrases with a small daily budget, Direct does not guarantee an even distribution of impressions throughout the day. The available budget may be used up at the beginning of the showing period, leaving no funds left for the rest of the day.

You can change the amount of the average daily budget no more than three times a day. The new limit will work from the next day. In this case, the average consumption from Monday to the day of change, including it, may exceed the previously established limit by no more than 30%. For the remaining days of the week, the average consumption will tend to the new amount of the average daily budget.

The daily budget works according to Moscow time, regardless of the selected time zone of the campaign.

Minimum average daily budget - 300 rub. (values ​​for other currencies).

You can change the strategy used at any time in the advertising campaign settings. If you switched from a manual strategy to an automatic strategy and then returned to a manual strategy, the bets you set will remain.

How to choose the optimal rate

If you have already advertised, calculate what rate is profitable for your business based on statistical data. To do this, analyze your income by key phrases using the Report Wizard. Select the goal for which income is calculated. Add a slice Display condition - it displays the text of the key phrase. Select the Clicks, Conversions, Revenue columns. Revenue in the report is calculated based on the conversion value set in the campaign settings or based on e-commerce data.

You can also use your own income estimate. For example, analyze how much income comes from conversions. If one application on the site brings in an average of 500 rubles, then the income will be equal to 500 × Conversion.

The optimal bet on search is

As follows from the rules of the VCG auction, at this rate the difference between income from conversions and advertising costs is maximum.

α is a coefficient from 0 to 1, depending on the type of business. The median value of α is 0.8.

Learn more about reporting and making decisions based on statistics.

How to set a bet in the new interface

When displayed on search, it depends on the bid A value directly proportional to the click-through rate of the location where the ad is displayed. When calculating the volume of traffic, the design of the ad, the number of ads in the block and their design, and the location where the ad is displayed in the search are taken into account. For example, if there are 4 places in premium impressions, then the first place brings 100 traffic volume, and the second, third and fourth - 85, 75 and 65 respectively. The volume of traffic can be higher than 100 - for example, this volume of traffic can be brought by ad impressions in an extended format.

"}}\">traffic volume. The more traffic you have, the more clicks you can get. Premium impressions generate the most clicks.

When displayed in networks (YAN and external networks), the audience coverage depends on the rate. The higher the bid, the more people can see your ad on networks.

On the Campaigns page, select the desired campaigns and go to the Phrases page. The page will display a list of all display conditions, for example, key phrases, retargeting and audience selection conditions, interests in mobile applications. Click on the bid value and enter a new bid or select the desired traffic volume (for search bids) or audience reach (for network bids).

To bid for multiple display conditions, check them or select all. Click Actions → Bid Wizard. Specify a flat rate or use flexible settings depending on the desired traffic volume or audience reach. Click Install. Read more about

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The cost of clicks is determined based on an auction. For example, there are several advertisers who want to be placed in certain positions. To determine who will be higher and who will be lower, the system compares competitors according to a number of criteria, one of which is the rate.

In addition to the cost per click, the quality of the ad and CTR (shows how often the ad is clicked) are taken into account. Whose set of criteria turns out to be maximum will take the best places for display.

Yandex.Direct has several blocks for displaying ads. On search, this is above the free issuance of sites and below. All commercial advertisements are marked with the “Advertising” label.

According to statistics, if we take the volume of impressions of the 1st position of a special placement as 100%, the second provides about 85% of impressions, the 3rd - 75%, and the 4th - 70%. 1st place at the bottom is about 50%, entry guarantee is about 30%. The indicators are not absolute, but the order of traffic is clear, there is something to fight for at the auction.

How to manage bids in Yandex Direct

When you select one option from the list, the system itself will set automatic bids based on an analysis of internal data and the activity of competitors in the Yandex Direct network.

Manual bid management in Yandex Direct provides the ability to set bids and settings depending on your understanding of efficiency.

If you don’t have an experienced specialist or accumulated calculation data for strategies in automatic mode, start with manual settings. This will allow you to make changes more flexibly; at the initial stages they will certainly be required.

Manage impressions

Use the switch at the top to select where the ads will go. If you plan to display advertising both on search and on partner sites, it makes sense to check the box next to “Separate management of bids on search and networks”, this will help save money.

For the same purposes, at first you can set a “Daily Budget” limit; if the activity is too high, you risk spending all the money too quickly.

If for some reason you did not specify separate bid management, in the next block you can limit the cost and budget that you will spend in networks as a percentage.

In the service, next to each section there is an icon, by clicking on which you can get tips on what bets are in Yandex Direct and what settings options exist.

Another set of parameters will allow you to work out your target audience as much as possible. In the “Bid adjustment” item, you can specify under what conditions we want to make the cost per click higher or lower. For example, the core of our buyers is 25-34, we can increase the cost for them by 100%, so that ultimately the coverage and conversion in this category will increase.

In the same window, you can set additional settings for users of mobile devices and smartphones or the Target Audience (pulls up your settings from Yandex Audiences and Metrics).

You can set bid adjustments for a campaign or in each ad group, where a similar window with settings will open. Settings of the same type will have priority at the group stage.

If you need to not apply the settings made to the entire ad group for a particular ad group, set it separately to 0%.

All of the above parameters can be set at the campaign creation stage, or returned to them later.

How to set up bids in Yandex.Direct

Keyword bids are set in several ways.

1. In the list of campaigns on the main page of your account, you can set a single value for all ads by clicking the “Price” button and filling out the form that opens.

2. After creating an ad.

Switch at the top “On search” or “On networks”.

If the campaign is large in volume, the latter option is not entirely convenient, although it allows you to react more flexibly to changes in bids for each word.

3. In order to be able to adjust the numbers in large Republic of Kazakhstan in response to the activity of competitors, you can use the following option. At the top, select the “Advanced” button.
In the window that opens, set the desired percentage values.

What is the best cost per click to set?

We figured out where to set up and how to manage bids in Yandex.Direct. It remains to understand what cost per click is optimal for your type of business.

The minimum rate in Yandex.Direct is from 30 kopecks excluding VAT, the minimum order volume (the amount by which you can top up the account) is 1,000 rubles. without VAT.

To the right of each ad you can see several columns with numbers.

1. Block 1 reflects the situation following the auction results for your ad. Here we see that to enter a special placement you need to place a bet of 0.23 ye, for the first position the bet is 12.46. With our bet of 1.00, we will not get to the 2nd position, 1 cent will not be enough.
2. The second column shows the amount that will be charged per click when placed on a particular place. In our case it is 0.23.
3. This is the maximum you are willing to pay for the transition.
4. And the last column is the amount that will be charged per click on the selected position. The system will never write off an amount higher than that stated in the third column.

The entry price is constantly changing. It depends on the performance of your ad and competitors for a given keyword phrase. Quality coefficient, bets, ctr forecasts are taken into account.

Cost-per-click forecasts do not take into account all data, for example, they do not adjust for bid changes and competing ads from other regions with advanced geographic targeting. Due to this, sometimes an ad does not reach the desired position, even if there is enough bid.

Recently, Yandex began to give more weight not to those who offer more money, but to those who have a better quality ad. If, all other things being equal, your CTR is higher, you will get a higher position.

As you can see, the rate and the final rate are not the same thing.

Bid Management Programs

Many services have been developed to automate bids in Yandex.Direct. They allow you to control and change bets automatically depending on the chosen strategy. These are, as a rule, paid programs that offer, among their functions, campaign management not only in Yandex.

It’s up to you to decide whether to turn to them for help and whether they will increase the effectiveness of the Republic of Kazakhstan. It should be taken into account that a number of similar options are implemented in the Direct system itself in automatic strategies.

Sergey Arsentiev

What CTR is considered good?

Any action may or may not be very effective. This is also true for online business, one of the tools of which is contextual advertising. You can run an ad and get a return immediately or after some time, or you can not get it at all. But how do we measure the effectiveness of advertising and what influences it?

As everyone knows, the Internet is an interactive environment, in which you can take into account the actions of people (or the target audience, as marketers usually say). That is, it is possible to simply count the number of reactions of website visitors to a particular advertising text or banner.

This method is so simple and at the same time indicative that CTR (Click-Trought Rate) is still considered to be the main indicator of the effectiveness of contextual advertising.

The CTR formula looks like this: (number of recorded clicks on an ad or banner) / (divided by the number of impressions of this ad) * (and multiplied by 100, since this value looks clearer as a percentage).

In other words, CTR is the number of clicks (reactions) to an advertisement compared to the number of impressions of the same advertising module. And expressed as a percentage for ease of perception.

The CTR indicator depends on several factors: the type of online advertising, the subject of the advertisements, and especially strongly on the advertising text and pictures and the location of the advertisement on the site.

CTR in banner advertising.

Displaying banners is a demonstration of flashing animated advertising modules that actively invite users to advertised sites. Their CTR is usually low. What is this connected with? First of all, due to the fact that in most cases, banners are shown to everyone without a clear link to the real needs of a particular person.

Of course, many advertising specialists are trying to select thematic platforms for such advertising. But, you see, the likelihood that all visitors of even a thematic travel portal right here and now will be interested in discounts on tours to Sri Lanka is extremely low, and therefore the reaction to banner advertising is at least not positive: they rarely click, they try to put filters and limit display such “heavy” videos that clog the channel and load computer resources.

Therefore, at the moment, banner advertising is used mainly for image impact, especially when placed on the start pages of portals. A recognizable logo or brand is easier to promote using graphics, animation and other multimedia delights. In this case, the main pages of well-known portals with high traffic are used, and CTR, even if taken into account, is not of paramount, decisive importance. What is more important is the number of impressions and the minimum cost of one such impression to a unique visitor (as they also say, contact).

Banner advertising is also used in cheap banner networks: in this case, placement occurs on the internal pages of visited, but more “simple” sites, such as file hosting services, torrents, etc.
The purpose of such advertising is to increase traffic to the advertised resources, so the banners used are as enticing as possible, often with porn elements, catchy “yellow” headlines, such as “How to enlarge your breasts by 3 sizes in 3 days” and cheap animation.

A good CTR would be considered above 1%. That is if out of 1000 views 10 people visit the site– that’s very good. Banners in such networks are inexpensive, so it is quite possible to run hundreds of thousands of impressions per day, receiving approximately a thousand visitors per day.

CTR in contextual advertising (Yandex Direct, Gooogle Adwords).

Normal average CTR in Yandex.Direct for advertising goods and services in search A level of 5-10% is considered, an excellent indicator is 15-20% and above. In Google.Adwords, the CTR level is usually slightly higher than in Yandex, since advertisements on Google are more visible. In contextual networks YAN and KMS normal CTR is considered to be about 0.5-0.6%

For convenience, I will provide a simple table that shows the main CTR for advertising goods and services on the Internet using popular contextual advertising systems.

Paying attention

In the table I show CTR indicators in % specifically for search advertising, which is shown only in search. If you have both a search campaign and networks, then in statistics you need to look separately at CTR for search, and separately for networks. In Yandex, for example, this is done in statistics here:

Why increase CTR at all?

Raising CTR in online advertising is task No. 1 for a specialist. After all, contextual advertising systems receive money only for real transitions to the client’s website, so they have a vested interest in ensuring that ads are clicked on and encourage advertisers to place ads that will enjoy increased interest and clickability.

Have you posted an incorrect ad that almost no one clicks on? Well, the cost of one click for you will be, say, 3 times higher than for a competitor who made a more exciting offer.

By the way, if the CTR for certain phrases is below 0.5% (on Yandex), then advertising for them will stop being shown altogether - no one is going to show your advertising for free. In addition, both Google and Yandex simply automatically raise the minimum bid per click for ineffective ads.

Since advertising budgets are not rubber, the upper ceiling of the cost per click is usually limited to a specific value. So the picture tends to be that more interesting offers that are clicked on more often appear higher, providing significant benefits to their advertisers and guaranteeing high placements with a relatively low cost per click.

Thus, if you do not make efforts to increase CTR, then the advertising campaign will be too expensive, and the effect will be small.

How to increase CTR in Direct and Adwords?

There are a few simple rules that help increase the CTR of any advertising campaign in search engines.

One key = at least one ad.

For each keyword you need to write your ad so that the key is included in the title and text. It's tedious, of course, but worth it. CTR increases several times. Why does it work? Because if there is a search query in the ad, it is highlighted bold.

See what it looks like:

In this case, the ad title completely includes the search query, which in this case is highlighted in bold style. Ads that match keywords with text are more visible and therefore typically have a much higher CTR.

By the way, for some highly competitive requests, it makes sense to create several ads for each such request and then select the most effective one for constant display.

Turn off the auto word selection service.

This service allows the Yandex system to display ads not only based on the words specified by the advertiser, but also on other similar queries. In my opinion, it is advisable to use it only if there are few clicks at all for a very narrow advertised topic.

In all other cases, it will greatly reduce the CTR and waste the budget, because if a client sells “Toyota cars,” then his ads will also be shown for the request “VAZ car.” I think everything is clear here.

Do not use themed sites.

As practice shows, thematic platforms are very rarely effective for advertising goods and services. This is due to the fact that clicks on thematic sites are unplanned. That is, a user was wandering around the Internet, accidentally saw an interesting ad and clicked on it. But he had no plans to make any purchases now. Therefore, the vast majority simply leave the advertiser’s website without taking any marketing actions.

Another thing is transition from search. There, the client is already looking for a product or service and the chance that after going to the advertiser’s website a purchase will be made is much higher.

In addition, many unscrupulous site owners who receive rewards from Yandex for clicking on advertisements still manage to click on client advertisements, despite the fact that this is very strictly prohibited by the rules. Or often users may click on such advertising simply by mistake, missing the mouse. Therefore, for competitive advertising campaigns related to the sale of goods and services, in order to economically spend the budget, I do not recommend using thematic platforms.

Retargeting works better on thematic platforms. Therefore, if you plan to actively use this marketing tool, then in this case it makes sense to include thematic platforms by setting their price at 20-50% of the price stated in the search. In other cases, the sites need to be turned off or a thorough monitoring of the sites should be carried out and manually selected a few that are most suitable for a given campaign. In this case, you can increase the CTR on Direct, since this indicator is calculated separately for search and for sites.

Careful selection of negative keywords.

Obviously, there is no point in an online store selling steam cleaners showing up on request "do-it-yourself steam cleaner" or “instructions for the steam cleaner”. After all, with the help of these queries, people are not looking for a seller, but for free information and do not intend to make a purchase. As a result, such an impression will be empty - most likely, no one will click on the ad and the CTR will decrease out of the blue.

Therefore, before launching a campaign, you must definitely look at the statistics of key queries and highlight frankly unnecessary words by copying and pasting them into the appropriate section of the campaign settings. The easiest way to do this is in the wordstat.yandex.ru service.

We go to the Yandex statistics service, enter the query “alpine skiing”:

Look how many unnecessary impressions there will be if you don’t use negative keywords! All these empty impressions reduce CTR and increase the cost per click.

Typically, I recommend analyzing statistics pages until the number of search query impressions is less than 50. Anything lower can be ignored. However, in complex cases or with highly specialized topics, you can dive even deeper.

Download for free

Right now you can download ready-made negative keywords, which I use as the basis for many advertising campaigns - it’s simple and free. Just enter your correct email, and after confirmation you will see the full contents of this page.

You can get a total of about 700 negative keywords for free, usually the effect of their use is CTR increase by 250-300% compared to a campaign without negative keywords!

Download for free

If your email does not receive a notification confirmation email after subscribing (this sometimes happens depending on the type of mailbox you have), then there are the following options:

• Wait 5-10 minutes.
• Try another email network; mail.yandex.ru or gmail.com work best.
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• If nothing works, write to me and indicate the link to the page, browser version and approximate procedure.

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Use exact keyword matches.

What it is? Let's say an advertising specialist places ads for a key query "buy skis". Do you think that the ad will only show for this request? No matter how it is. It will be displayed both on the request “buy old skis”, and on the request “wholesale skis”, etc.

In Yandex.Direct, not everything is so sad and the use of negative words practically eliminates such empty impressions. That is, it is enough to add texts of unnecessary queries to the negative keywords, for example, “-wholesale”, “-old”, and advertising for them will not be shown.

But when working with Google.AdWords, it is necessary to use the exact mode of using keywords. Since this system by default applies such broad matches that for the same request “buy skis”, it will also show requests: “sleds for sale”, “used alpine skis”, etc.

How is this mode enabled? Each key that needs to be shown exactly, without using synonyms, needs to be put in quotation marks when added to the system, like this: “buy skis.” In this case, the system will show advertising only for requests “buy skis” + something else, for example, “buy skis in Moscow” or “buy ski store.”

If the budget is not at all flexible and you need an even more exact match, without adding any additional words to the request, then the phrase is placed in square brackets: [buy skis]. The ad will only show for this direct request. If a user enters the search query “buy skis in St. Petersburg”, the ad will no longer appear.

Working with ad text.

The more engaging the text, the more people will click on it. But here it is important not to overact and tell the truth, albeit in a more embellished form. Otherwise, there may be a lot of visits, but few orders (in this case, they talk about low advertising conversion).

You need to try to highlight one or more competitive advantages and give a laconic emphasis on this in the title or text of the ad. In my opinion, those texts that work best are those that have a benefit formulated in the form of an interesting, non-standard proposal.

Let me explain: standard discounts no longer appeal to anyone. We need either non-standard discounts or other “tricks”.

Advertisement with the headline: “Wooden windows. Discounts! did not have a very high CTR in Direct.
But literally a few strokes and ads with headlines like these worked twice as well:

Therefore, the ideal option is if the advertiser is so developed that he has many non-standard offers and opportunities. In this case, it is quite easy to beat them in advertising. If the advertiser is as simple as a rake, you will have to think for yourself: what to highlight in the advertisement in order to attract the attention of the audience in an unusual way.

More answers

In general, creating clickable ads is an art in which many serious professionals specialize. But for a novice advertising specialist, there are simpler ways to achieve quite good results, without spending sleepless nights trying to cram a working slogan into the unfortunate 30 characters. You can simply look at the top competitors in a highly competitive region (for example, Moscow) and their actual working ad texts. The same “price drop” was borrowed by me from someone and worked perfectly, showing decent results.

When composing an ad, you need to use all the possibilities that the system provides to make it as attractive and noticeable as possible. Currently, the same Yandex.Direct makes it possible to post so-called quick links, the address and phone number of the company, and pictures when posted on thematic platforms. Using these features can significantly increase CTR, because such ads often look better than competitors.

And don’t forget that in both Google.Adwords and Yandex.Direct, for each key query, you can use several different ad text options in order to, according to statistics, select the most effective text that evokes the greatest response from Internet users.

These are, of course, not all the ways to increase the CTR of ads, but they are some of the most effective. Using at least a few of them (or better, of course, all at once), you can actually increase CTR in Direct and AdWords several times.