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Yandex direct advertising campaign checklist. How to audit Yandex Direct contextual advertising: checklist and examples

launch advertising campaign- the task is not easy, because for an effective start you need to take into account a whole set of factors. For convenience and to save your time, we at Aori have compiled a simple checklist that will allow you not to forget anything important.

Stage 1. Preparation

At the preparation stage, you should carefully check that all the necessary metrics, analytics systems, landing pages are connected and working properly. Otherwise, your advertising campaign may be useless.

    Analytics counters are installed on the site: Google.Analytics and/or Yandex.Metrica.

    All offers have corresponding landing pages.

    Call tracking installed and working (if your topic has a share of orders by phone)

Stage 2. Working with the semantic core

If earlier it was possible to effectively promote with the help of several high-frequency queries, now you should approach the choice of keywords very carefully - analyze not only your ad, but also the ads of competitors that have already been launched

    The semantic core has been assembled: high and medium frequencies have been selected (for example, through Wordstat).

    Weeded out low-frequency requests

    A list of minus words has been compiled (which will allow you to remove inappropriate impressions)

    Campaigns are divided into "Affiliate Networks" and "Search" - for the first use high-frequency queries, for the second - mid-frequency or low-frequency

Stage 3. Compilation of ads

At this stage, again use the results obtained during the analysis of competitors. A poorly designed advertising campaign is equal to failure.

    Selected illustrations that your competitors and partners do not use

    Compiled ad texts: headings, body text, additional links and clarifications (callouts)

    Generated UTM tags for each ad

    Required networks and sites selected

    Ad display time and display geography are configured.

    The cost of display has been set, limits have been set for each campaign

Stage 5. Analytics

    Analyzed the effectiveness of keywords (disabled ineffective ones, added new ones)

In this article I will make a list of actions (with short explanations) for setting up Yandex Direct in search and YAN. In the future, I will try to open the checklist and do something like lessons, step-by-step detailed search settings and YAN.

Checklist for setting up search advertising in Yandex Direct

1. Dive and meditate on business topics. Find out what a product or service is. Even if you are setting up only YAN, the first item is required.

2. After we have analyzed the customer's business, a list of phrases for which this business is searched for in search engines will appear. Let's call the received phrases basic masks.

3. With the help of basic masks, let's collect the semantic core for Yandex.Direct search. I have already painted in detail about the collection of semantics

For search advertising, I often make 3 ads per group

Often I am guided by one rule when grouping keywords - do not get the status of "low impressions". If the keywords have a frequency of at least 100 per month, I make 1 key - 1 ad.

Because I make small groups of keywords, then the ad titles are relevant to all the keys from one group. In the texts of Yandex.Direct search ads, there are usually facts, some advantages.
"Low prices" "Excellent quality" "Individual approach" - don't write like that. Not necessary. Better think and write a few benefits.
I will not undertake to describe a spherical ad in a vacuum. But such an announcement is made weakly (figure No. 1). And not only because of "fast delivery" and "low prices".

Typical search ads with "fast deliveries" and "low prices"

5. Made ads, ads need links, and it's better if the links are with utm-tags. We take a link to your site, landing. We go, for example, to adpump, and make links with tags there for all ads in groups.

7. We write texts for quick links. In quick links I write more often:

  • Benefits
  • what are the best-selling goods (locomotives)
  • less often, the names of related goods, services

Upload the resulting file to Direct Commander and make settings. Someday I will make a separate article about the settings.

8. Filled ads in Commander, made settings. Don't forget to put a list of negative keywords and do a word remap (crossminus).

9. It remains to add clarifications and Yandex business card (I do this after uploading campaigns to the server, it’s more convenient for me). Done, search ads have been created.

Checklist for setting up YAN

The first 3 items are taken from the list above.
We take the keywords and continue working in Excel.

4. Traffic from YAN is conditionally cold. Because the user is not interested in our product at the moment when we broadcast ads to him. Yes, in some form, a person was interested in the product before, but now he sits in contact, checks mail, and so on. You need to attract attention with catchy headlines and bright pictures.

We write headlines in YAN

5. Use a lot of tricks to write headlines.
I often use question headings (Looking for concrete in Saratov?, Change the oil in your car?, Looking for screw piles in Krasnodar? etc.).
Headlines with benefits - "Yandex Direct from beginner to pro in 1 month of individual work" (part of the headline will be in the picture).
Also, I use simple headings and focus on the picture.

Pictures for YAN

6. I make pictures in YAN in two formats - standard (square) and widescreen (rectangular). I consider it necessary to process the pictures in Photoshop, make the frame a bright color and write catchy words over the picture.

Yes, this chaotic sheet is a Yandex Direct checklist. How could you guys, how could you 🙂

I summarize:
Taxi, the beacons are placed, the information from the article is enough to set up Yandex Direct and not miss important points. Collect complete semantic cores, thoroughly clean them of garbage, group keywords, write relevant ads for them, make catchy headlines and attractive pictures for YAN. Don't forget utm tags, especially if you use Yandex.Metrica, Analytics, third-party call tracking and other services.
Make ads to the maximum - add sitelinks, display links, refiners to them. For August 2017, Yandex.Direct rolled out the second heading in ads and the text is now a little longer. Use all the features of Yandex Direct to the maximum. In search advertising campaigns, don't forget about negative keywords and backtracking. I also partially minus keywords in YAN.

All points, over time, I will write in more detail. There is no point in blowing up the hellish sheet of text here. Only the settings in Direct Commander are missing from the checklist. You need to devote a separate article to this (with screenshots, etc.).

As you may have guessed, today we will talk about setting up Yandex Direct.

Use the checklist below to evaluate the quality of setting up existing advertising campaigns in Yandex.Direct and check whether what is described here corresponds to what you have.

In addition, using this checklist, you can easily check the quality of advertising campaigns set up by contractors and recognize possible fraud or banal unprofessionalism of performers.

In general, use.

Account setup

1. Is the interface in Yandex.Direct professional?

2. On the account from 1,000 rubles?

3. Is the metric installed on the site? Webvisor enabled? (A very useful thing, including for analyzing missed negative keywords.)

4. Does the Yandex.Direct account (on which advertising is set up) have access to Yandex.Metrica? (Required for correct retargeting to work.)

5. Do you have Yandex.Metrica counters in your Yandex.Direct account?

6. Is there a checkmark next to "stop ads when the site is down"?

Search campaign settings

2. Is the strategy selected with manual control? Optimal for you?

Click option: Manual bid management

Economy option: Manual bid management - > Limit daily budget and display position - > Show in search only below results

I strongly advise against using automatic strategies in Direct!

3. If the site is not mobile friendly, is the appropriate bid adjustment included? (Mobile -> Reduce by 50%)

4. Is time targeting set correctly? (Night traffic from 2:00 to 6:00 is most often best turned off.)

5. Advanced geo-targeting turned off? (Unless you sell to the whole of Russia.)

6. Geo-targeting (display region) set correctly? Are you showing ads to people in your region?

8. Have you set general negative keywords for the campaign? (Up to 20000 characters.)

9. Shows on thematic sites are prohibited?

10. Additional relevant phrases disabled?

11. Link markup for Yandex.Metrica enabled? (If using UTM tags, this option can be omitted.)

12. Is price calculation by positions enabled? (On the contrary: “do not take into account automatically stopped ads of competitors” should be checked. Then the ads of competitors paused by temporary targeting will not be taken into account, the auction will be formed directly from those ads that are currently working.)

Semantic core ("keywords")

1. Is the semantic core divided into groups? Has a logical structure?

1.1. Navigation queries or "brand" queries.

For example: shoes alba official website.

For "brand" queries, as a rule, a very high conversion. Also, with “branded” advertising, you can use the brands of competitors, the main thing is to “competently” beat them in your ad.

In addition, navigation requests include phrases corresponding to any location (they contain a GEO reference to the city, for example: air conditioners St. Petersburg), or contain phrases with which the user navigates the network (For example: online shoe store, auto parts store, dating online etc.)

1.2. information requests.

Also, information requests include phrases containing: instructions, reviews, tips, forum, etc. For example: acer easynote reviews, traders forum etc.

For commercial topics, information requests are needed more to increase trust, "loyalty" to the brand, rather than for direct sales. Therefore, it is best for users entering information requests to be shown a page with "company news" or "company blog". Directly, these people are unlikely to buy from you.

1.3. Transactional (commercial) requests.

These queries are the most "delicious" for commercial topics. As a rule, they contain selling additives: buy, price, delivery, order, etc. For example: Pizza delivery, buy plastic windows , order a taxi etc.

* Download the full list of selling supplements

1.4. General requests.

These are requests that do not belong to any of the above groups, because it is very difficult to determine the motive of the user for these queries - whether he wants to buy something right now or he is simply looking for detailed information, a forum, etc.

Here are examples of such requests: bicycles, asus laptop etc.

The main difficulty when using these types of requests in contextual advertising is that we cannot determine the conversion for sure from them and will there be one at all?

Therefore, these types of requests need to be tested both as “transactional” — to send traffic to sections where the user can make a purchase, and as “informational” — to advertise the page with “company news” to increase brand loyalty.

1.5. Near-target or "bypass" requests.

These are requests that are not directly related to your topic, but which POTENTIALLY can lead interested users to your site.

For example, you sell interior doors and there is crazy competition for all major commercial (transactional) requests in your area.

What can be done in such a case?

Try to broadcast ads to users from related "weakly competitive" topics.

For example, let it be a related topic related to the repair of apartments.

The user enters a query: buy wallpaper in petersburg

And the following announcement is broadcast to him:

Looking for wallpapers in St. Petersburg?
How about installing an interior door? Let's pick up a door specially under your wall-paper!

In "overheated" niches, this approach can give unexpected results for the following reasons:

C. Due to the lack of competitors, we can “bother” to a lesser extent with the quality of our landing page, USP, etc. Simply because we have no one to rebuild from.

2. Subqueries (all possible) collected?

3. Synonyms, abbreviations, specific terms, considered?

4. Negative keywords processed? Added to campaign? Do negative words have operators?(-! before prepositions: -! how, -! why, etc. -! before "ambiguous" phrases: -! bought, -! ordered ... That is, prepositions and phrases that imply ALREADY completed transaction, you need " minus" with the operator!)

5. Key phrases processed by operators?(put + before obligatory prepositions, use quotation marks "" for high-frequency queries ...)

6. Cross-backing track via Direct.Commander done? Have the duplicates been removed?

7. Is there a unique cost per click for each type of request?(For transactional and "branded" queries, we assign more high prices clique, because the conversion for them will almost always be an order of magnitude higher. For all other types of requests, we look at the situation.)

ads

1. Has the analysis of competitors in the search results for the main queries been carried out? Unique Selling Proposition (USP) formulated? Are there at least 2-3 USP options for testing?

2. For each “mask of impressions” (subqueries advertising a specific direction) are there more than 2 ad options? (For "mask" buy a door, "nested" will be considered: buy door spb, buy a door with installation etc. For the "mask" interior doors, "nested" will be: interior doors price, interior doors delivery etc. It is clear that competitors broadcasting their ads on requests containing a "mask" interior doors will be different from those who show ads with a "mask" buy a door, the audience itself will also be different, because those who want buy a door, may mean input not an interior door, so ADAPT your listings to different directions requests and conduct competitive analysis, you need for ALL "masks". The "template" option - one type of ad for all sections of the site - unfortunately "does not work".)

2.1. Is the key phrase in the title?(This rule is the most important - the key phrase should be present in the title in full, or in part, only if it corny "does not fit." The more text of your ad relevant key phrase, the less you subsequently pay per click. Don't forget about it!)

2.2. “Impression mask” (the main phrase, usually 1-3 words) is present in the ad text?

3. Do all ads have a USP?

3.1. Is there a filter to “scare away” an insolvent audience in the texts? (VIP, Premium, Prices from…)

3.2. Do the ads contain a call to action (CTA)?

3.3. Is there an "Impression Mask" in the "Displayed Link"?

3.5. Are there "clarifications" added to the announcements?

6. Is the advertisement made according to the principle 1 key = 1 ad?(Exception: “micro-frequencies” with a frequency of impressions according to wordstat from 1 to 10. If the length of the micro-frequentist is 33 or less characters, then they should be combined and “stuffed” into templates ##. If the length of the micro-frequentist is more than 33 characters, and at the same time it Since the frequency according to Wordstat is less than 10 impressions per month, then it is most reasonable not to add it to the campaign at all!

7. Is A/B testing done in a checkerboard pattern? Search advertising campaigns (participating in the A/B test) are running in parallel? (I recommend setting the interval in time targeting to 2 hours. That is, the advertising campaign with ad type “A” “spins” for 2 hours, after 2 hours it turns off and the advertising campaign “B” automatically starts. And so constantly, on throughout the entire time of the advertisement.After 1-2 weeks, it will be possible to "measure" the results.)

8. Do search ad groups contain an additional "mobile" ad type?

Setting up a YAN campaign

1. The strategy for YAN was chosen: Manual bid management — > Only in networks? Have you limited your daily budget?

2. Additional relevant phrases for the YAN campaign included?

3. Is the YAN campaign unique? Not a bare search clone?

4. Key phrases for YAN consist of 3 words? (It is optimal in YAN to use key phrases of 3 words with a frequency of 400-500 impressions per month according to Wordstat.)

5. No negative keywords? We left only “adequate” negative keywords, those that not match the specifics of the business? (For example, the negative keyword driver, it would be appropriate to add to the single list of negative keywords if you sell printers. Because user seeking printer driver on YAN sites, with a high degree of probability already has Printer.)

6. Has the cross-backing track for YAN phrases been cancelled?

7. Advertising YAN is made according to the principle 1 key (mask) -\u003e 1 ad group -\u003e 2-4 ads? (Implied here. If you prefer to test campaigns rather than ads within a group, then set up YAN according to the principle 1 key = 1 ad.)

7.1. Does the title/text of the ad contain a "mask" - 1-3 words from the keyword? (Most of Yandex's partner sites use "highlighting" the keyword if it is present in the ad.)

7.2. Does the title (text) of the ad use an appeal to the desired Target Audience? (Example: Businessman? Need a franchise?)

7.3. Are the ad texts bright, emotional, "you-oriented" - do they tell the client about ITS benefit? But at the same time they do not lie, do not mislead?

7.4. Are images added to ads that are relevant to the landing page? (If the text of the advertisement refers to the sale of boots, then the link should lead to the page of the site with the sale of boots, and boots should appear on the advertising image itself (teaser).)

7.5. Do ad groups contain 2 types of ads - with a "regular" image and with a "widescreen" one?

7.6. Quick links added to YAN ads, display link, Yandex.Vizitka?

8. If the site does not have a mobile version, do not forget to enable the appropriate bid adjustment in the settings (Mobile -> Reduce by 50%)

9. If you are sure that the audience under 18 will not buy anything from you, turn on the adjustment for gender and age:

10. Through Direct.Commander, add sites from this list to the "Forbidden" list.

11. Made a separate ad campaign with retargeting ads? Do you show ads to those who came to your site, got involved in interaction with it, but did not leave a request? (The simplest type of retargeting, which allows you to attract a still “warm” audience. For example, those who viewed 5 pages of the site, but did not place an order.)

12. For requests from related topics (right column of Wordstat: Queries similar to) created a separate advertising campaign in order to expand the reach? (Such “near-target” campaigns are best done with a strict “filter” in the ads (immediately indicate the price in the headlines, use the appeal to the right audience in ads, etc.) so as not to attract “onlookers” to the site.)

Summary

As you can see, in comparison, “properly” setting up Direct is still somewhat easier.

Of course, now Yandex is rapidly "running" after Google. I am actively introducing new "chips", expanding the functionality, etc. However, to achieve the “flexibility” and convenience of the interface that Adwords represents, Yandex will still not succeed soon.

Therefore, we have no choice but to work with the functionality that we have at our disposal today.

The main thing is to do your job professionally and don't forget to introduce new features and technologies of Yandex.Direct in time.

The one who does not follow system updates runs the risk of being "on the sidelines" sooner or later...

Hello! This article will be dedicated to beginners who are just starting their journey in learning Yandex Direct. In it, using the example of advertising campaigns, we will consider typical mistakes that most users do.


Ads in the Yandex advertising network and on search have completely different ad formats with their own settings, display algorithms, performance indicators, and optimization. Mixing them together would be a big mistake. We need to set up separate ad campaigns for search and .

You can change the campaign display settings in the “Strategies” section


To do this, click on “Edit” and in the window that appears, select the desired display strategy


Disabling the “Advanced Geographic Targeting” setting

To do this, go to the "Change settings" section.



If you have a tick in front of the item “Extended geographic targeting”, then we urgently remove it!


Availability of rate adjustments

To set bid adjustments, go to the “Impression Management” section and select the appropriate section



In the menu that appears, you can make adjustments for goals, age, and device type. If you know your target audience, then even without analytics tools on your site you will be able to set the correct bid adjustments. Sometimes you can make adjustments to rates based on the services or goods provided. For example, if you're in the business of selling cars, then it doesn't make sense to be exposed to an audience under the age of 18.



The presence of negative words in Yandex Direct

It is important to know that negative keywords in search campaigns are essential. Without them, your ads will be shown for irrelevant phrases, which will lead to unnecessary spending.

You can add negative phrases at the level of ads and campaigns



For YAN, use the “Forbidden sites and external networks” function


Unfortunately, there are times when our ads are shown on websites that generate inappropriate traffic. By analogy with negative words, you can stop showing up on unnecessary advertising sites.

Using "Retargeting"

If to speak in simple words, retargeting is an advertising campaign in YAN. Its purpose is to return users who visited your site, but did not leave the order. In order to be able to use retargeting, you must have goals set up in the metric.

You need to create a separate AC and, in terms of audience selection, create a selection criterion for people who were on your site, but did not take the targeted action.



Analytics services must be connected to the site without fail.

For advertising campaign analytics, Yandex Metrica and Google Analytics are used. Without analytics, launching an advertising campaign is undesirable. With its help, you can see how expedient it is to conduct a particular campaign. You can track performance down to the keyword.


Now consider the checklist at the keyword level

1. Your semantic core should be divided into groups and have a logical structure.

For convenience, I use a specialized program. It allows you to significantly speed up the process of grouping keywords.



In turn, requests can be divided into different groups: branded, commercial, general, near-target and navigational.

1.1 Branded queries have the highest conversion rate at the lowest cost per click. It is possible on brands of competitors. However, you cannot mention someone else's brand in your ads.

Example:


Branded query "Google Adwords"


1.2 Commercial requests, as a rule, contain: buy, order, wholesale, delivery, etc. They show the willingness to purchase a product or service and the user.

Example:


Commercial request "Buy a bike"


1.3 General Inquiries The title speaks for itself. Based on such requests, it is impossible to draw an accurate conclusion whether the buyer wants to place an order or is simply looking for information.

Example:


General query "Satellite dish"


1.4 Near-target requests. These are queries that are not directly related to your topic, but may lead to interested buyers. For example, you have a sports equipment store. Your goal is to find people who are interested in your product. To do this, you need to understand what needs your products can cover. For example, with the help of exercises on the horizontal bar, you can get yourself in shape for the summer. To do this, we tune in to an audience of people who want to be fit for the summer.

Example:


Near-target query "How to pump up the press"


1.5 Navigation questions that have a GEO reference. For example, to the city, metro station, district, etc.

Example:


Navigation query "Buy flowers on Petrovsko-Razumovskaya"


5. Was a cross-backing track made? Have duplicate ads been removed?

6. Do you know what an estimated rate is? Are you using different bids and positions for your keywords?? Is it full?
12. Phone number added?
13. Is it indicated in the ads?
14. Are you testing different ad variations? Do you know exactly which ads perform better?
15. Is there an additional link in the ad? Does it have a key entry or does it show a USP?
16. Is the daily budget cap worth it?
17. How often do you add?
18. Do you link with an advertisement to the product that is being advertised?
19. Do you use near-target queries in your search?
20. Do you know which ads benefit from being shown in the guarantee and which ones in the ?

YAN settings checklist

1. Have unique ads been created for the company in YAN? Are you sure you didn't copy it from a search?
2. Does your first headline complement ? If yes, change. There is no second heading on YAN.
3. Is there a negative word? If there is, we remove it. Only in extremely rare cases can they be used.
4. Missing cross-backing track?
5. Do you do A/B testing? Do you know exactly what type of ads is more profitable for you?
6. Does the headline grab attention?
7. Do you know how to watch competitor ads in YAN?
8. Do your ads stand out from the competition?
9. Have different announcements been made for different target groups (eg age groups)?
10. Added age adjustments? For example, if your target audience is definitely over 18, then it makes sense to ban ads under 18 from showing.
11. Does YAN have sitelinks and a display link? Do they contain useful information? Is your offer better than your competitors?
12. Does the site have a mobile version? If not, we reduce the adjustment for impressions on mobile devices.
13. Do you know exactly which advertising platforms your target users are coming from? And what sites bring the most targeted actions?
14. Added to the banned list?
15. Do you have retargeting set up?
16. Is retargeting set up separately for each type of product? Does it lead to the corresponding section with the product?
17. Do you have separate cart retargeting?
18. Are they registered everywhere?
19. Is the budget distributed correctly?
20. Do you use the settlement rate for companies in YAN?
21. Do you know what Cahors analysis is? Do you use it when “following” customers?
22. Do you use segments?
23. How well is segmentation fragmented? Do you think it's all taken into account?
24. Are you familiar with the term LAL? What segments do you use it for?
25. Do you know what DMP is? Do you use this segment in your campaigns?
26. Are you familiar with? Do you use ?
27. Do you know what associative conversion is? When determining the effectiveness of campaigns in YAN, do you use it?

Small businesses often prefer to set up Yandex Direct and run advertising campaigns on their own.

What could be easier?

I watched several videos, collected keywords, created ads, replenished the budget. It remains only to wait for orders. Unfortunately, this approach does not work in 2017, let alone the upcoming 2018.

In most cases, amateur tuning tends to result in a waste of money, because there are a lot of nuances and constantly changing parameters. And maintaining and finalizing advertising campaigns is a separate science.

So it's time to look for errors...

Yandex Direct contextual advertising audit checklist

Account structure

  1. Advertising campaigns are divided into types:
  • Search advertising campaigns
  • Campaigns in the Yandex Advertising Network (YAN)
  • Remarketing campaigns
  • Other campaigns (by audience, hyperlocal targeting)
  1. Advertising campaigns have a clear structure and are divided into:
  • by groups of goods (services)
  • geography (Moscow and Moscow Region, St. Petersburg and Leningrad Region are separated into separate advertising campaigns)
  • brands
  • degrees of “warmth” of keywords (hot, warm, cold)

The “warmth” determines how your potential customer is ready to purchase your product at a given time, and, accordingly, the conversion rate will differ.

  1. Your campaign names are clear

Product GEO Type [For example: Hoodies wholesale Moscow Search]. This is especially true when the number of advertising campaigns has exceeded twenty.

Checking the settings

The list of negative keywords is not empty and is compiled on the basis of wordstat.yandex.ru query statistics, as well as on the basis of the Yandex Direct search query report.


In Yandex Direct, the minimum daily budget for a campaign is 300 rubles.


Checking Ads


If there are such ad groups, remove negative keywords for keywords in this ad group. If it doesn't help, regroup the keywords.

  1. Unique selling proposition

Your ad contains a good offer that is interesting to your potential client.


If you're selling multiple iPhone models, your ad must link to the specific model page, not the site's home page.

  1. UTM tags are used

Analysis of advertising campaigns is impossible without the use of utm-tags in ad links. If they are absent, it will be impossible to understand which advertising campaign, ad, keyword brings results, and which only spends the budget.

For Yandex Direct on search:

http://website/?utm_source=yandex&utm_medium=cpc&utm_campaign=(campaign_id)&utm_content=(ad_id)&utm_term=(keyword)

For Yandex Direct in YAN:

http://website/?utm_source=yandex&utm_medium=cpc&utm_campaign=(campaign_id)&utm_content=(ad_id)&utm_term=(source)

Where, utm_source— advertising campaign source (yandex, google, vk or any other traffic source)
utm_medium— type of traffic (cpc — pay per click, cpm — pay per impression)
utm_campaign- campaign name
utm_content- ad ID
utm_term- keyword or platform

The full list of parameters is at the link.

Automatic substitution for your site by link.

  1. Quick links completed

Even if you have a one-page site. They lead to sections of your site using anchors.

To increase the volume of your ad on the screen of a potential client. And also to disclose all the benefits that did not fit in the text of the ad.

The list of used keywords has been worked out (low-frequency, mid-frequency keywords). High-frequency keywords in Yandex Direct (with a limited budget) are used in phrase matching. Only targeted keywords are used.

  1. Negative keywords have been developed taking into account match types
  2. Made a cross-backing track to exclude ad competition within an advertising campaign in Direct Commander

Yandex Advertising Network (YAN)

  1. Key words in YAN
  • High and medium frequency keywords are used
  • Related keywords used
  • Cross-backing is not used
  • Negative keywords are not used (with rare exceptions)
  1. Images
  • Uses all 4 aspect ratios or at least 2 - 1:1 and 16:9
  • Images are bright and eye-catching, different from competitors
  • At least 3 image options are used to determine the most optimal one in terms of clickability, conversion (other indicators)

  1. Weekly analysis of the sites where your ads were shown

They are excluded from domain names based on your indicators (expenses for clicks from the site exceed the KPI per lead or other indicators, such as bounces, time on the site, depth).

Possible exclusion indicators:

  • The cost of the total number of clicks from this site exceeds the allowable cost of a lead according to KPI
  • Average visit duration from this site is less than 10 seconds
  • The number of clicks exceeds the allowed maximum
  • Scan depth is less than the specified value
  1. Excluded impressions in mobile applications

In YAN, they are listed as exceptions for sites - Smaato, Inner-active, MobFox, MoPub. In most cases, the conversion rate is significantly lower from mobile devices and apps.

Remarketing

At a minimum, remarketing is set up for the audience of users who were on your site and spent more than 10 seconds there.

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