"Low-frequency queries: ways to promote a website"

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External conditions

It happens that the problem of why Yandex.Direct does not work is caused by external factors. For example, the New Year holidays have arrived, when user activity drops sharply.

But there are also less obvious factors that, nevertheless, must be taken into account so as not to worry unnecessarily about a drop in the number of calls, clicks and orders.

Time of year

Summer cottages are built in the spring, and interior designers email list skates are bought in the fall. Yandex has done an analysis and compiled a table of seasonality and demand. It contains data on the month in which the product had the highest demand.

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The table will help you plan your advertising budget. For example, in April, demand for summer cottages, hothouses and greenhouses grows. If a company deals with this category of goods, it makes sense to increase its advertising budget this month. And starting in July, demand will fall. Therefore, promotion costs should also be cut.

Weather conditions

Let's say weather forecasters promise a month of heat without rain. And the site sells raincoats and umbrellas. The client will not rush to buy accessories for bad weather, since no precipitation is expected in the near future. But there is time to choose a thing to his liking. As a result, there will be visits to the site, but no orders.

This situation is typical for almost all categories of goods. For example, air conditioners sell best in hot weather, and heaters in cold weather.

To protect yourself from unnecessary expenses on promotion, you can set up bid settings depending on weather conditions. Then, on favorable days, traffic will be actively attracted to the site, and on unfavorable days, the advertising budget will be saved.

Wages

In the B2C segment, consumer activity may be related to receiving an advance or salary. A person may find a suitable store a week ago, and order goods from it only on the day of the advance payment.

Therefore, there is no need to rush to think why Yandex.Direct is not working, but to look at the report from Metrica called "Summary" for the full month. This is done by setting such parameters as "Day of the month visit" and "Conversion by any goal".

In Yandex.Direct, you can’t set up automatic adjustment of rates by days of the month, but you can manually increase their value, for example, on the 15th, and then return it back.