The director forms the SY — a list of key queries that users enter into the search engine to find the necessary goods or services. At the same time, he identifies negative words — those for which advertising should not be displayed. The effectiveness of this stage directly affects the traffic of the web site, the client's costs and the coverage of the target group.
When developing a semantic core, it is important for a specialist to find the optimal ratio between high- and low-frequency queries. This is necessary to reduce the cost per click and attract more users to the site. To achieve this goal, Yandex.Wordstat, various parsers and software for working with tables - Excel or Google Sheets are used.
Creating and uploading advertising campaigns
The task of the director is teacher database their development, testing and adjustment. The initial stage of creating a campaign includes the design of ad layouts. This process includes the development of attractive headlines, writing different versions of texts, selecting high-quality quick links. All this information is based on data from the site or on the client's information.
After preparing the materials, the director uploads them to the PR account on Yandex.Direct.
Creating and uploading advertising campaigns
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Next comes the testing stage: the specialist tracks which ads give the best results and attract more customers. He also analyzes which keywords bring the target audience to the site and which are ineffective. An experienced direct marketing specialist usually starts with creating a test advertising campaign.
This approach allows you to determine how to attract the largest number of clients with minimal costs and at a low cost, and to identify effective keywords.
Setting
The expert is engaged in debugging advertising campaigns. The Yandex.Direct director selects key parameters for displaying ads: determines the type of project, selects regional binding, sets the display schedule, determines budget limits and other important settings. Bids for keywords are also assigned.
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