Imagine the situation: for six weeks on end, your campaign statistics are stable, with users clicking on your ads about 50 times per week. The numbers are steady, but you check your click numbers regularly, and then one day you see it: a spike. Suddenly, instead of 50 clicks, reports show that your ads received 500 clicks in one week. Yandex.Direct shows ads on a payment-per-click basis, so this spike means advertising expenses you hadn’t planned, which you are not happy about. Moreover, the ten-fold jump in one week has you thinking that something smells fishy. You begin thinking, ‘Maybe I should disable my campaign?’
Stop! Before you take one step further, let’s check where these additional clicks came from, and see whether they are the kind of clicks you want to be getting. Instead of fearing this wave of new traffic, let’s learn how to ride it.
One of the most important factors influencing conversion rates on mobile devices is load speed. As a rule, the longer it take for a page to load, the higher the bounce rate — users either close the site or switch to another tab. Insufficient load speeds can lead to losing up to 30% of a site’s traffic — the same percentage of users that visit sites from smartphones. To prevent such a significant loss, use the new Turbo page in Yandex.Direct: additional mobile landing pages with increased loading speeds. Yandex.Direct determines the device used to open your ad, and redirects the user to the corresponding site.
At the end of this month, the “Shared account” option will become a default setting in Yandex.Direct. As a result, any new accounts you create will have a Shared account automatically enabled.
Closed testing of video extensions in Yandex.Direct has come to an end. Now you can try them out for yourself!
The Yandex.Direct team is always experimenting — with new designs for ad blocks, for example — in order to find ways to better provide advertisers with as much high-quality traffic as possible, at the price they choose, and to make it ever easier for users to find what they are looking for.
You read it correctly — impressions without keywords! This all would be impossible without the recently added Autotargeting tool. Currently in open beta, autotargeting is a great help for newcomers to Yandex.Direct — it simplifies the process of selecting keywords for contextual ads and speeds up the process of launching new campaigns.
If your deadline is approaching fast and you are running out of inspiration for your Image ads, Ad Builder can give you an idea. Several ideas, in fact. Ad Builder can now generate ideas for Image ads using just the address of the site or page you want to advertise. Simply add the URL of your site or the specific page to the “Creatives ideas” tab and click on the “Create” button. Ad Builder will take the content of the site or page and generate several different ideas for your Image ads that you can use to advertise your products or services.
Did you know that ads appear on Yandex partner sites more than four billion times every day? This new presentation will tell you all you need to know about the Yandex Advertising Network: Download presentation (pdf, 1,6 Mb).
Ladies and gentlemen, the Yandex Advertising Network!
Daily budget limits are now available at the shared account level, meaning that you can set just one limit and apply it to all of your campaigns. As was previously the case, there are two modes available for your daily budget — distributed and standard — so you can now set your daily budget limit and mode for your entire account.
There is a new way to create geosegments in Yandex.Audience that lets you express your artistic talent.
Changes to the way smart banners appear can significantly increase the amount of traffic for certain popular categories, e.g. automotive, fashion, children’s goods, furniture, and construction materials. If you are already using smart banners, don’t be alarmed if your traffic and conversion statistics improve significantly in the near future. If you are not using smart banners, keep reading and find out why you should be.
We would like to give you some notice about upcoming changes in Yandex.Direct. These changes will not change how you manage your campaigns, but will speed up the process of creating and editing ads.
Yandex.Direct ads appearing in Yandex.Maps now automatically feature photos, reviews, ratings, and categories from the Yandex Business Directory. By comparing the ad’s vCard to the information about the organization in the Yandex Business Directory, Yandex.Direct is able to supplement ads with additional information about the organization.
If you have any experience with Yandex.Direct, then you know that ads don’t appear only in response to user search queries. Yandex.Direct also serves ads in the Yandex Advertising Network and external ad networks, based on the content of the host site as well as the specific interests of each user.
There is no shortage of factors to focus on when trying to improve your ads’ effectiveness — keywords, bids, and targeting settings — and don’t forget images for ads in the Yandex Advertising Network.
If you have been keeping up to date with Yandex advertising news, you might remember that we wrote about upcoming changes to behavioral factors’ influence in Yandex.Direct not too long ago.
Just as promised, the updated instructions!
Yandex’s conference on digital marketing and advertising
The Yandex Expert Summer is a conference on digital marketing and advertising that brings together Yandex experts and key partners to meet face-to-face and share their perspectives, experience, and expertise in an intimate and informal setting at trendy locations in the world’s most exciting cities.