YANDEX DIRECT PART 2

#3. Evaluate your advertising budget

##3.1. How to plan your advertising campaign budget

The Budget Forecast tool allows you to plan your campaign budget in just three steps:
• Choose the region(s) where you want your ads to appear.
• Select your forecast parameters: forecast period, site type and currency.
• Enter the keywords you have chosen.
Advice! Use the suggestions for keyword ideas to add.
Click on “Calculate” and your provisional budget is ready!
You will see a CPC and a clicks prediction for each keyword. All amounts are quoted excluding VAT.
You can save the budget forecast by exporting it as an XLS file.
The final calculation depends on the keywords and sites you have chosen for your campaign. Changing these settings will also change your budget.
The expected amount should be used as a guideline when setting up your campaign. You always have the option to change your budget once your campaign has been created.
This will affect the number of ad impressions and attracted customers. Yandex.Direct considers both budget and campaign quality throughout your campaign.

##3.2. What affects the price of clicks in Yandex.Direct

• the clickability of the ad
• how well the ad text and title matches the keyword
• relevance of the landing page to the user's search query
Once your campaign is active, you will gradually collect statistics that will help you optimize your campaign, allowing you to attract customers at better prices.

1. Creating an account in Yandex.Direct

4.1. How to create an account in Yandex.Direct
Your account is your personal profile in Yandex.Direct. To access your account, you need a username.

Your username is the name of your user account. You can create a new account for your advertising campaigns or use the one you already have, for example, for your e-mail and other Yandex services.

4.2. How accounts are structured in Yandex.Direct

Account: Your account is made up of advertising campaigns.
Campaign: A campaign is made up of ad groups.
Ad group: An ad group contains ads with different texts and a common list of keywords. At the ad group level, you can run A/B tests and create separate ads for mobile and desktop impressions.

4.3. How to place an advertising campaign

It's easy. In fact, it only takes three steps. Click on get start .

1. Select country and currency

Your currency and payment method must match the location of your business from which you plan to make payments, i.e. a business operating in Russia but based in Switzerland and paying for their advertising campaigns since its Swiss office must choose Switzerland – Swiss Francs. Choose your country and currency carefully — you can only do this once.

1. Start using the service

Leave the default campaign type and click "Start using the service" to go to the page where you can create your ad campaign.

4.4. Questions

What settings can you NOT change after creating your account? Select all the correct answers:

Advertiser Country
Payment currency
What is an ad group?
An ad group is made up of multiple variations of an ad with a common list of keywords and negative keywords.

1. Create an ad campaign

5.1. How to set up an ad campaign

In this lesson, we'll see how to choose campaign-level settings. This is the first part of creating a campaign. It will be ready once you have completed this lesson and the next where we will show you how to create an ad group. Please note that we won't be making changes to any default settings during this lesson, but you always have the option to do so later.

5.2. The nine steps to setting up your campaign

1. Enter a name for your campaign

The campaign name is only for you — your customers won't see it. To help organize your campaigns, we recommend including the product or service you're promoting and the region of display in the title.

1. Set up a printing schedule

Here you can set start and end dates for your campaign and enable time targeting.

Ads are set to appear 24/7 by default, and we recommend leaving this setting as is. Your potential customers can search for your products or services even when your business is closed, then leave a callback request or contact you during working hours.

1. Enter the regions where you want to show your ads

Click "Edit" in the Location targeting section.

In the menu that appears, check the boxes next to the regions where you want to show your ads, then click "Save".

1. Choose the sites where your ads will appear

You can choose to show your ads on all sites, only on search, or only on ad networks (Yandex ad network partner sites and external networks). We recommend choosing "Across all sites" for your first campaign.

1. Choose a display strategy

The different display strategies for online advertisements. There are two types of strategies: manual and automatic.

Manual bid management strategies involve checking and adjusting bids for keywords several times a day. This can be a good idea if you have the time and resources to do so.

Automated strategies take full control of bid management using advertiser goals as a guide. For example, if the goal is to get a certain number of clicks for a given budget, the automatic strategy will adjust the bids accordingly. This frees up time to focus on other aspects of online advertising like creating engaging ads and analyzing performance.

Technical term:

• Auctions: In the context of online advertising, auctions are a method used to determine which ads will be displayed to a given user. Advertisers bid on keywords or placements to have their ads displayed to a specific audience. The bid amount determines the ad's position in search results or on a web page.

1. Add negative keywords
   Negative keywords are words and phrases you choose to prevent your ads from showing. We talked about it in the second lesson.

1. Fill in your details

Potential customers will see your contact details in your ads and can easily contact you. Smartphone users can tap your phone number to call you

1. Add a Yandex.Matrica

If a Yandex.Metrica tag is installed on your site, click "Add", enter the tag number and check the box next to "Tag links for Yandex.Metrica".

Before checking the “Tag links for Yandex.Metrica” box, it is important to check that your site correctly displays links with yclid tags. If this is not the case, users will not be able to access your site when they click on your ad. For tips on verifying your site, click the question mark on the right.
If you do not have a Yandex.Metrica tag, disable tag links - you can manage this group of settings later. We recommend that you create a tag and install it on your site. To learn more about using Yandex.Metrica, watch our YouTube video.

1. Configure Notifications

Email and SMS notifications make it easy to track your campaigns in real time. We recommend adding a phone number if you haven't already. All Yandex.Direct notifications are free.