Under the term "strategy" Yandex. Direct "should understand the totality of all the placement settings in the contextual advertising system on Yandex pages.
Categories and types of strategies
Yandex.Direct strategies fall into two broad categories:
- Automatic control.
- Manual control.
The first category is divided into six types, and the second has only one example of strategies. In order to understand what strategy to choose in Yandex.Direct, you need to understand what tasks the advertiser wants to solve. Before making a choice, you should set the size of the budget and choose the placement of advertisements.
The differences between manual and automatic control
Manual strategies make it possible to exercise full control over all indicators. An advertiser will be able to determine bids himself depending on his ideas about the effectiveness of keys in an advertising campaign.
As for automatic strategies, in them the placement of advertisements is controlled by the system depending on the settings and restrictions set by the advertiser, based on which the most effective keys will be selected. This type of strategy allows you to very clearly spend your cash budget. The use of one of the Yandex.Direct direct strategies of an automatic type means: the advertiser is confident that his advertising campaign will bring a positive result.
The selection of the impression strategy in Yandex.Direct is carried out on the parameters page. It is important to remember that for one campaign, the advertiser has the ability to use only one strategy, and it will apply to all advertisements.
How does manual strategy work?
Manual control allows the advertiser to control advertising indicators and set bids on the basis of his own considerations of the effectiveness of the keys, the conditions for selecting the target group, as well as interests in mobile applications.
In the parameters of the manual strategy, the advertiser sets the work settings, and bids according to the conditions of the order are set on the main page of the company. In addition, the advertiser will be offered the maximum possible number of impressions, taking into account the established limits and competition.
How to implement bid management tinctures
When setting bid management options, remember that the bid has a key effect on what position the ad will occupy. If the bid is very small, then no strategy can guarantee that the ad will be placed on a specific position.
At the time of bidding, the Yandex.Direct forecast should be taken into account. Also, do not forget about competitors. The competitive environment is changing all the time. Advertisers can both raise and lower bids while optimizing their advertising campaigns. They can also change the settings for regions and time for displaying advertisements. This means that when using the Yandex.Direct direct strategy, in order to achieve a positive effect from an advertising campaign, it is necessary to monitor each indicator and respond quickly to changes in the situation.
The minimum daily budget is 300 rubles. When choosing a size, you can set a certain mode for displaying advertisements (standard or distributed). The size of the budget can be changed no more than three times within 24 hours.
The default settings are set in such a way that the ads will try to reach the TOP when they are shown. In the strategy settings "Yandex.Direct "advertiser may indicate that advertising is best placed under search results.
Setting up an effective manual search strategy
Many users are interested in what strategy to choose in Yandex.Direct in 2017. By opening manual delivery strategies, the advertiser will have to choose where to show ads. There are three options:
- Only on search.
- Only in networks.
- At all sites.
By expanding the "Limit display position and daily budget" subsection, the advertiser will be able to set the amount of money and change the strategy for impressions in the block. After the specified budget is spent, advertisements will stop rising.
To understand which Yandex.Direct impression strategy to choose in 2017, you first need to decide where the ad will be placed. For Yandex Search, select the minimum price. She is also the cheapest. The system will place ads in the lower and upper blocks at the minimum position. Leaving the settings unchanged, the ad will be placed at the maximum position. It will be more expensive, but will bring more clicks.
Automatic control
Many advertisers believe that the best Yandex.Direct strategies are considered automatic, since they do not involve the advertiser himself in the bidding process. The system itself controls the placement of advertisements and tries to bring the maximum possible number of unique visits to the links indicated in the advertisement.
If you choose between manual and automatic control, it is difficult to answer which strategy in Yandex.Direct is better. However, one must take into account the fact that automatic strategies take care of all bid management, giving the advertiser the opportunity to focus on other indicators.
Efficient use of automatic control
In order for automatic strategies to work efficiently, you should make the page to which the transition from the advertisement will be carried out accessible all the time. You should also saturate the advertising text with the desired number of key phrases. But this is done carefully so that there is no spam. Keys allow the system to quickly predict the likelihood of clicks, transitions and calculate the optimal cost.
One campaign should promote only one site or one smartphone application. Each system should be used at least for a couple of weeks, otherwise it will not be possible to accurately verify its effectiveness. All settings should be set before the start of advertising and not change them in the future since with frequent restarts it is much more difficult to get an effective and accurate forecast.
Weekly click package and budget
A weekly package of clicks allows the advertiser to get the number of clicks he has chosen at the lowest cost. Such a strategy is suitable for those who do not want to overpay for clicks and still get a high result. In this case, the system will try to bring the necessary number of clicks at the lowest cost, and impressions will be extended for seven days.
The weekly budget is used to allocate advertising costs for seven days. At the same time, the advertiser himself determines what he wants to get in the end: clicks, conversion, application installation. The system itself will choose rates in such a way as to achieve the desired result within the given budget. After the expiration of the term, the system will continue to operate until the funds run out on the account.
Average return on investment and application installation cost
The first strategy makes it possible to achieve maximum conversion and bring the profitability of invested funds closer to the value chosen by the advertiser. Average return on investment is Yandex’s best strategy.Direct "for those advertisers who were able to determine exactly what goals the advertisement is solving, and also know how much profit they should receive for a certain amount of expenses.
As for the strategy called "Average cost of installing an application," it should be noted that it is used by advertisers who have a desire to increase the number of installations of their own application. They should also clearly know how much money they are willing to spend on attracting one unique user during the advertising campaign.
Average cost per click and conversion
The average conversion price is calculated as the ratio of expense to the number of targeted visits to the site during a given period. The strategy enables the advertiser to get the maximum number of visits to his site.
The average click price allows you to get the most clicks within seven days, and the cost of one click will not exceed the value set by the advertiser. The minimum scene per click is 0.9 rubles. But in order to set the cost, you should first familiarize yourself with the budget forecast in Yandex.Direct.
Conclusion
The choice of Yandex.Direct strategy is based on what goals the advertiser is pursuing in his advertising campaign. Both automatic and manual strategies have their own audience. Some advertisers like to develop their entire advertising campaigns on their own, while others want to spend more time writing texts for an ad, selecting pages and analyzing revenue, without focusing on managing bids.
A weekly budget is the only automatic strategy that fans of manual settings like. It has become popular with advertisers who have a limited budget and don’t want to go beyond it.