Advice specialist of context advertising Agency Relevant Sergei Tretyakov, for example promotion Builder. Recently our Agency was approached by representatives of a large Samara developer who spend enormous budgets, not only in Internet advertising but advertising in traditional sources.
Evaluation of the effectiveness of traditional advertising is out of our competence and a separate topic for conversation. But advertising on the Internet — what you need. We conducted an audit of existing advertising campaigns. But lets start with the background.
Question about advertising on the Internet faced by our customers in July of last year, when the need to attract additional inflow of target audience to the website of another project. As the main advertising channel has been selected is in the “Yandex.Direct” — one of the leading advertising systems on the territory of Russia. The main advertising platform is search network “Yandex”. For setup and management of advertising campaign, the client did not contact the Agency, and addressed directly to the managers of “Yandex”.
During the period from 1 July to 31 December 2016 was spent 365 950 rubles: And this is what came of it. The first thing we noticed in the campaign is the lack of schema “1-1” (one ad on one keyword):
Incompetent professionals neglect this rule, but in vain. The fact that this scheme helps to better focus in statistics. A bunch of “one keyword per ad group” helps to timely detect which phrase from the list of negative phrases needs to be reconsidered and what is the key query is the most beneficial from the point of view of the efficiency of marketing investment. If this rule be neglected, it is not enough that the campaign keep track of statistics for each key will be extremely difficult, even more difficult it will be to make the Analytics system “Yandex.Metrics” or Google Analytics.
But if youre not interested in the analysis of advertising campaign and you follow the rule “the main thing is to help your ad, the customer doesnt understand it”, then of course, you can leave and so. Speaking of collecting information. UTM markings, even the most simple, as recommended in the help “Yandex.Direct”, wasting no.
But we already knew that the collection of statistics and analysis campaign was not a priority in this case. The next thing we noticed — a list of key words. To understand below is a screenshot (brand hidden).
Why. What was the purpose of the employee of “Yandex”, adding bundles like “the Brand in Samara” and “Brand in g. Samara”.
It will help to attract more clicks. Moreover, the phrase did not perisinusoidal. At some point, they competed, and in the second case had 16 impressions. However, neither one click. Same story with a bunch of “2016 Brand” and “Brand 2016”.
In a similar way the campaign was created most of the ads. The maximum number of key phrases into one ad group reached 28. One would assume that the collection of low-frequency queries in these groups was associated with the newfangled introduction of “Yandex” — with “Little shows”. But again, the campaign was carried out in the period July 2016 to December 2016.
The status appeared only in early 2017, so this option has nothing to do with it. Key requests all clear. But how is the campaign itself. Go to the settings.
At first glance, everything is fine. However, we see that additional words and phrases autogrowth. The situation is slowly beginning to dawn.
“Screening for additional relevant phrases” and “Auto-phrases” — functions that are similar in their purpose. Their only difference, as said by the specialists of “Yandex”, that show on the FSD does not affect the overall statistics of the campaign up own, while ARF — affected. Themselves function essentially add new keys automatically. But can a robot replace the human.
Go to statistics and see what we have added such phrases. And they added us to this: In addition, there was a huge number of other phrases, no less questionable content.
And now the most interesting. Over the entire period of conducting advertising campaigns on such phrases were spent 61 176 roubles. This represents approximately 17% of the total advertising budget. The client completely trusted managers of “Yandex” and followed the campaign.
We obtain the following results: Was made qualitatively ads. No. Has been created all the conditions for analysis of the campaign. No.
Was prevented non-earmarked budget. No. Whether the customers with this advertising campaign. Maybe, but we will never know.
I will not speak for the entire state managers of “Yandex” — the level of professionalism of each expert your. But do not forget that these people work in “Yandex”. They are the first to know about all the tools your advertising platforms that are most profitable to themselves. And, of course, to protect the interests of your campaign and not your.
Send a private cases, in which you managed to improve (or, conversely, worsen) the performance of the project, [email protected] Interesting experiments are sure to get heading Growth Hacks.