How to save your budget in Yandex Direct

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In today's article, we will tell you the main ways to save your budget on contextual advertising in Yandex Direct. This will not be insider information for experienced directologists, but for those who are just starting out, it will be useful.


Let's look at the main ways to save your budget.


1. Correctly specify the “Display Region” in the campaign settings
If you do not sell products or services malta phone data throughout Russia, you do not need to set the whole of Russia in the "Display region" setting. Specify the most accurate display region: if the company operates in Moscow and the region, then the display region is Moscow and the Moscow region. Otherwise, you will spend part of the budget on non-converting impressions and clicks.



2. Set the “Display time” as precisely as possible
At night, few people make purchases and order services. Another matter is an online store that operates in different time zones throughout Russia. In this case, it makes sense to set a 24-hour display. In other cases, exclude the campaign's night hours from the time targeting settings:



and click
At the moment, in Yandex.Direct the rate is set based on the volume of traffic received. Approximately 75% to 100% of coverage is the display above the search results; under the organic search, the ad will be less effective. Everyone wants to be at the top and be the first to receive displays for potential customers, but for 100% coverage, the highest rate is determined. Therefore, in order to be above the search results and not overpay, you can set a bid for purchase - 70-80% of the traffic volume.


4. Eliminate non-target audiences
In bid adjustments, you can disable display, for example, to insolvent users under 18 years old, by reducing the bid to -100%.



5. Add negative keywords
Regularly analyze the statistics of advertising campaigns and add non-targeted search queries to negative phrases. This will allow you not to spend your budget on impressions and clicks for users who are not interested in buying your products or services.



6. Exclude non-targeted advertising platforms in YAN
In YAN, you can exclude mobile applications (as a rule, their address starts with com or ru), as well as all non-target sites where ads receive a high bounce rate and low time on site:



7. Create ads that are as relevant to your keywords as possible
The higher the relevance of the ad, the lower the cost. If the key phrase is not contained in the title and text of the ad, the rate per click can be several times higher than the rate of a relevant ad. But you should set the keys without fanaticism: the ad should be attractive to the user and at the same time not contain an incoherent set of keywords.


How to do it? Where to get ideas for ads? It's very simple!

There is no need to invent anything extra, you just need to analyze your competitors' ads and glean the best headlines and texts for seed. SpyWords comes to the rescue here !

— Let's go to service

— Enter the competitor's domain in Competitor Analysis

— Download the report “Unique ads in Yandex Direct”

We receive all competitor ads and analyze them:



Yes, you will have to spend time to set it all up manually, but it will return to you in saved money and will make your contextual advertising more effective!