#1. How ads are displayed
By Search Query = Search Ads
Search ads are advertisements that are directly related to users' search queries and appear in search results on Yandex, a Russian search engine. The technical terms in this text are "search ads", "search queries" and "Yandex search results". Search ads are paid advertisements that appear at the top or bottom of search results based on the keywords users search for. Search queries are the keywords or phrases that users type into the search engine to find information. Yandex search results are the web pages that are displayed after the user performs a search query on the Yandex search engine.
Based on User Behavior = Content Ads
Content ads which are advertisements based on a user's online behavior data. This means that advertisements are selected based on websites visited, searches performed and user online interactions. The term "user behavior" refers to the actions and activities of an individual while using the Internet.
Ads can be viewed by users on different types of devices such as desktops, laptops, smartphones and tablets. No technical term is present in this text.
1.1. Search Network Advertising: Per Query
Yandex.Direct uses keywords to directly respond to user demand in search results. Advertisers can add keywords like "three-seater sofa" to make their ads appear when users type those terms into Yandex search. Ads may appear on Yandex Search and on partner sites such as go.mail.ru, bing.com and rambler.ru.
1.2. Content Ads: Based on interests and content
Yandex.Direct offers advertisements on high-quality sites of the Yandex advertising network and other external advertising networks if the advertisement corresponds to the interests of the user. This helps improve ad performance and attract potential customers to the site from across the Internet.
1.3. Costs and payment
Contextual advertising in Yandex.Direct operates on a pay-per-click (PPC) basis, which means that the advertiser pays only when the user clicks on the ad and visits the website. Yandex.Direct serves contextual ads based on two criteria: the match between the advertiser's keywords and the user's search query, or the user's interests reflected in the ad. Display advertising is not used in this case. The key technical term is PPC (pay per click).
1.4. Let's start!
How to create an advertising campaign in Yandex.Direct following step-by-step tutorials in the interface. It starts with keyword selection and budget assessment, then moves on to basic settings and tools. Finally, it invites you to answer a few questions to end the first lesson and move on to the next.
- Selection of keywords
2.1. Three steps to choosing keywords
• Select the region where your target audience is located.
• Choose the keywords
You need to think about the products or services to promote and imagine how users search for them. Using WordStat, one can find popular queries related to the product or service and add them to the keyword list. It is advisable to choose keywords composed of several words for the first campaign.
• Refine keywords
It is important to exclude irrelevant queries to prevent ads from being shown to users who are not interested. It's important to check for long-tail queries, which are additional words or phrases added to keywords. For example, if running ads for the keyword "buy furniture" and operating in Novosibirsk, the long-tail keyword "buy furniture in Novosibirsk" is relevant and should be added to the list of keywords. On the other hand, it is important to exclude irrelevant queries such as "buy used furniture" or "buy furniture in Moscow". To exclude these queries, add them to the list of negative keywords, also known as negative keywords.
Negative keywords are terms that should not trigger the display of the ad because they are not relevant to the product or service offered. Negative keywords can be added at the campaign, ad group, or keyword level. However, it is not possible to add negative keywords of more than one word at the keyword level. The technical term used is "keyword", which refers to a term or phrase that advertisers choose to target their online advertising.
2.2. How keywords affect your ad performance
Factors considered when selecting ads to display, such as keyword, bid set, and performance metrics. It's important to choose the right keywords to optimize ad performance and ensure they appear at the best possible price. The technical terms are "keyword", "bidding set" and "performance indicators". Keywords are terms or phrases that describe the advertised product or service, while a bid set is a group of keywords with specific bids for each keyword. Performance metrics are metrics that gauge the effectiveness of an ad, such as click-through rate or cost-per-click.
2.3. How to get by without keywords - automatic targeting
Auto-targeting lets you run search ads without selecting keywords first.
To see how it works in detail, click to open the block below.
Indexing ads and landing pages
First, Yandex.Direct automatically indexes the text of your ads and landing pages. Your ad then begins to appear in response to users' relevant search queries.
Respond to demand
Auto-targeting responds to actual demand in real time - it doesn't suggest new keywords or add them to ads.
Work with statistics
Once you start using automatic targeting, you can build your keyword list by regularly checking your stats and adding top performing queries to it. Additionally, you can write distinct ad copy, increase the relevance of your ads, and prioritize particularly important queries with higher bids.
2.4. Issues
An advertiser creates an ad for the keyword: buy a sofa. Select all long-tail queries likely to trigger ad delivery:
buy a corner sofa
buy folding sofa
× sofas online store
Ads will only appear for queries that contain the full keyword buy sofa.
buy corner sofa secondhand
× buy corner sofa second hand
× buy cover for corner sofa
buy corner sofa online