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Hello, friends.

In this article, we will learn how to properly make the contextual advertising Yandex Direct. At what we will do it completely free of charge, and without the help of so-called "professionals".

Of course, if you wish, you can choose a good director and trust the setting of contextual advertising to him. But I would still advise you first to figure out what it is and how it works. So you can at least qualitatively control the performers.

Consider setting up contextual advertising, we will be on the example of Yandex Direct. Just because it is the most common and high-quality system in RuNet today.

The content of the article:

And first, let's understand the basic concepts of contextual advertising.
Choosing a strategy for advertising

The first thing you need to do is choose a strategy. Contextual advertising, in fact, is of two different types. The first type is contextual search advertising, and the second is YAN (Yandex Advertising Network).

Both of these systems are configured in the Yandex Direct interface, but differ completely - from the strategy of selecting keywords, and ending with the setting of rates per click.

Search advertising is shown to users when they enter a specific query in the Yandex search box.

Which of these two types of contextual advertising is better for you to choose? Here is a comparison of the pros and cons of that and other advertising.

Search contextual advertising - more conversion. This means that people who have come to you from a search will rather buy your product than visitors from YAN. And this is natural, because these people themselves were looking for what you are offering in the search. In the case of YAN, people themselves are not specifically looking for anything.

We are trying to quickly interest and warm them up almost from scratch. And so the conversion numbers there will be much lower.
How to choose advertising if there is no money?

However, search contextual advertising almost always costs more than YAN. Your competitors also know that the best clicks are in search. Therefore, they all go to the search and compete for the same keywords.

The auction system Yandex Direct is gradually raising and raising bids. And for some particularly competitive requests, the cost per click has already reached the maximum allowed value of 2500r.

Of course there are options for how to pay less competitors (see below). But in general, the rate per click you will not go anywhere. If said - you need to pay at least 30p. per click, so that your ads appear on the search results page, then you will have to pay them.

In YAN, things are a little different. There, the cost per click depends on you and your budget. You can put and 10p. per click, and 3p. per click. It will only affect the speed of collecting the required number of clicks. You can find out more in the article “How to set up YAN yourself”.

Look at the same topic: "How to set up Google Advances yourself - an accelerated version" (opens in a new tab)

That is, the general recommendations are - if you have a lot of direct requests for which people are looking for exactly your product or service (and at the same time you have a sufficient budget) - use search contextual advertising.

If people don’t directly look for your product, and you need to first “make it want”, or if you don’t have enough money to fight competitors in search advertising, look at how best to apply YAN.

Of course, there are more options for using YAN to retarget and enhance search advertising. But this is already some other time.

Suppose you choose the type of contextual advertising for yourself. If this is a contextual search advertising - read on. About how to configure the YAN better see a separate article.
How to pay for advertising less competitors

There are very specific indicators of "well done" contextual advertising - you pay less per click than your competitors. In this case, you get a lot more clicks than these same competitors. And besides - you get a higher percentage of sales from your clicks.

All this is possible thanks to the proper selection of keywords and the proper construction of the ad. See how this happens in the search contextual advertising Yandex Direct.

Yandex makes money at the moment when someone clicks on your ad (which is why this is called pay-per-click advertising).

That is, the fact that your ad shows when a user enters a particular request does not bring any money to Yandex. Therefore, he is interested in your ad being clicked as often as possible. This contextual advertising even has such an indicator as CTR (click-to-rate) - the ratio of the number of impressions of your ad to the number of clicks on this ad.

The higher your clickthrough rate (CTR), the more Yandex loves you - it doesn’t have to show your ads in vain. It is believed that Yandex has the usual auction system for displaying ads - those who put the price per click higher will also show it higher and more often. But in fact, it all depends not on the cost per click, but on the CTR. Let's take specific numbers.
Example in figures - how Direct works

Suppose your competitor has a price of 10 rubles per click, and his CTR is 1% (for every 100 impressions his ad is clicked only 1 time). So, with each hundred hits this ad Yandex earns 10 rubles.

You have a different situation. You set the price per click of only 5 rubles. But at the same time, the CTR of your ad is 10% (for every 100 impressions your ad is clicked 10 times). And in your case, Yandex with the same hundred ad impressions earns already 50 rubles.

What do you think, what Yandex ads will show more and higher? Of course yours, because 50 rubles of earnings is more than 10 rubles of earnings. And he has to do the same thing to do the same thing - exactly one hundred times to show an ad on the search results page.

Conclusion - we need to strive to ensure that the CTR of our ads was higher than that of competitors. And the main thing that affects the CTR is the relevance of your ad to the query that the user entered in the search box.

Look at the same topic: “How to choose a director's office is a terrible truth” (opens in a new tab)

If the user enters "buy a sports bike", and an ad is displayed with the heading "Buy bikes" - then this is one level of relevance. And if an ad with the heading “Sports bike to buy” is shown on the same request, then this is a completely different level of uniqueness, will you agree?

That is, we need to make sure that all of our ads are as close as possible to what a person is looking for. This, in fact, is called relevance.

In doing so, we need to literally use the same words that the user uses to search (and preferably in the same order). This is how the human brain works - if it searches for “sports suits for the Olympics”, then it is much more likely to react to the heading “Sports suits for the Olympics” than to the “Olympic sports suits”. Although in essence it’s the same thing.

And all because human attention is very much scattered when working with the Internet. We grasp information only with a piece of our subconscious, lateral vision. We have certain words in our head that we formulated a request with - and these are the words we are eager to see.

Thus, we need to ensure that for every possible request and the wording of the request we have an ad with relevant words with the same wording.

By the way, this is why it is considered good practice to make advertising campaigns in Yandex Direct for 2000 - 3000 key requests. We need to cover the maximum number of possible formulations, and make a unique announcement for each formulation. A few words about the "professionals"

Often, entrepreneurs believe that ordinary mortals with this task can never cope. Therefore, they hire "professionals", and they hope that they will do all the work simply because you paid them money (and sometimes there is a lot of money).

Unfortunately, no one will be able to disfigure your advertising campaign like professionals. There are a number of reasons why they will never give you the result you need. Here I will not elaborate on this.

The main thing that you have to understand is that you can do this work yourself. With that you will make it much better, and completely free. If you learn this, then at least you will be able to strictly control the directors, who generally dissolve, if they only feel the incompetence of the customer.

And now let's actually analyze how to make an advertising campaign in a contextual advertisement for a couple of thousand key requests in one evening.
How to pick up 2000 key requests in one evening

We will, of course, not do this manually. There is a very good and free tool called Slovoeb (no joke, this is called). That's it, he will allow you to quickly pick up a lot of key requests.

At its core, it is a parser program. That is, it is a parsit service of Yandex, which is called WordStat. Of course, you can manually pick up requests through the same WordStat, but it will take you several months.

Before starting work - we need to download this very WordBY (let me call it that way here) by this link. And it is important to set it up correctly. From the settings will depend on the speed of the program. I will write more details later in a separate article.

Look at the same topic: “5 ways to make advertising on the Internet for free” (opens in a new tab)

Next you need to make a list of the main keywords in your niche. If you sell glasses, these will be: “buy glasses”, “order glasses”, “glasses of a certain brand”, “price glasses” and others. These are the largest key requests for people searching for your product.

Then you insert this entire list into the WordBOOK and start parsing it. That is, the program automatically accesses the WordStat service and collects smaller key queries based on those you specified.

If necessary - set the region so that the program collects keys only for your city or region.

Depending on the niche, WordBoy can gather up to 2,000 queries from each major keyword you have added. And after that the most important part of the work begins - eliminating unnecessary keys.
Keyword Filtering

Even at the stage of collecting keywords, you can immediately specify the "negative keywords" in the search settings in the WordBoy. This means that the program will immediately exclude those keys in which it eats certain words that do not suit you.

For example, you generally do not sell sunglasses. Then put "sunscreen" in the list of negative keywords.

But still it will not save you from manually filtering the collected key requests. You can do this directly in the program interface, or first export the list of words to Excel (as you prefer).

Next, you need to go through the entire list and delete those key queries that definitely will not bring you any customers. With the same glasses you can have “buy case glasses”, or “order children's glasses”, or “WoW price bloody glasses”.

Here you need to concentrate as much as possible and try not to miss anything (although still miss something). Therefore, it is better to do this work in the morning when you are fresh and alert.

And in two or three hours you will have a ready list of pure keywords with which you can continue to make your contextual advertising.
Writing ads

In order for your ad for search contextual advertising to be correct, it must meet three requirements: Keyword in title. There must be a direct entry of the key in the header. Yandex even somehow cited statistics on how this increases the ad's clickability. It turned out that very much. Do not forget that the keyword is bold, and this also attracts the user's attention. Keyword in ad body. Here the same principle - the allocation of bold and 100% relevance of your ad user request. Summon to action in the body of the ad. We need a person to click on the ad. That's why we write like this: click, see here, for details, click and so on. The main thing - do not write as a call to action something like "Order". He can not order anything yet - first you need to click. Therefore, this is a bad "call-to-action".

Here it is important for you to understand that you should have exactly as many ads as you have found key queries. If 2000 keys means you have 2000 ads. One for each individual keyword.

Only in this way we will achieve 100% ad relevance to requests, which means a higher CTR, which means a click price is lower than the competitors (even if we show higher than them and receive more clicks than they).

Look at the same topic: "Advertising on the Internet - types and cost" (opens in a new tab)

I understand that manually create 2000 unique ads - it is very difficult. Therefore, I have prepared a special tool for you - an excel file that will make you even ten thousand ads in just a few mouse clicks.

This tool, as well as instructions on how to use it, you get a bonus to my video course “Multiple Traffic Source”. Highly recommend.

By the way, here is one video tutorial from the course. In it, I just show you how to create ads for Yandex.Direct, and how to use this magic program.
Video - how to make 2000 unique ads in a couple of minutes Conclusion

Of course, this is not the end of setting up contextual advertising. We will need to upload ads to direct, set bids, connect an automatic rate control program, learn how to do end-to-end analytics, and much more.

But the main points, I hope, you have understood, and this will be enough for you to make contextual advertising yourself. I would be grateful for the comments.

Don't forget to download my book “Hitchhiker's Guide to a Million”. There I show you the fastest way from zero to the first million on the Internet (squeeze from personal experience for 10 years =)

See you later!

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