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Video tags
Subtitles
Russian
00:00:01
do the same thing and do nothing00:00:03
changes for you00:00:07
I will also say 3210 I don’t say00:00:18
burp doesn't want everything public at once00:00:20
move00:00:22
one way or the hands are open after all there is everything00:00:26
vision in the meantime00:00:30
Can i00:01:27
friends hello everyone my name is00:01:29
cough Elena and I am a training expert00:01:32
Yandex advertising today I want you00:01:35
tell you how to work correctly with00:01:37
creative in Yandex Direct like them00:01:39
compose as a whole as a whole should00:01:42
look like an advertisement before00:01:45
how do we start with you please?00:01:47
let's get acquainted put the number 1 in the chat00:01:50
if you are a beginner and not familiar with the service00:01:54
Yandex Direct and came here to get00:01:56
basic knowledge of how to do it right00:01:58
write creatives in Yandex Direct number 200:02:01
in chat will mean that you are already00:02:03
set up a couple of projects familiar with00:02:05
interface and generally familiar with00:02:07
advertising system and came to00:02:09
systematize your work knowledge00:02:12
from creative there will be a mine and the number 3 in the chat00:02:15
means that you are an experienced specialist in00:02:18
contextual advertising has already been set up00:02:20
more than 10-15 and maybe even 30 and 5000:02:23
various projects well familiar with00:02:26
Yandex Direct products and came00:02:29
see what's so interesting00:02:31
today I decided to tell you Yandex here00:02:34
and while you all answer, I’ll give you a little00:02:37
technical information organizational00:02:39
according to today's webinar we will00:02:41
do this for about an hour and a half00:02:44
along with answers to questions and about00:02:47
questions this is a very important point if00:02:49
suddenly something will be unclear to you because00:02:51
what I will definitely tell00:02:53
write to the chat, I will answer all questions like this00:02:57
I want to introduce you to our00:02:59
technical specialist who will00:03:01
help us today in chat00:03:03
Alexander so if you have00:03:05
We will have some questions for you00:03:07
will answer them I will answer some00:03:10
answer me including here well here00:03:12
I hope everything is clear, I will look at your answers00:03:16
so so so00:03:20
213 I see well excellent excellent well well00:03:24
then let's start00:03:26
so what am I talking about today?00:03:29
tell00:03:30
Let's talk about the basic rules when00:03:32
writing ad texts for what?00:03:35
need to pay attention before we00:03:37
let's sit down you for creating the advertising creative00:03:40
I’ll also tell you about the formats available to them00:03:43
about landing page analysis and00:03:45
identifying the main ones, etc. and how00:03:47
this can then be dressed up in a beautiful way00:03:50
today's ad text will even be00:03:51
practical part, well, I’ll add00:03:54
a little information about technical00:03:57
requirements up to which00:03:59
Let's just say the Yandex system puts forward to us00:04:02
direct, namely by the number of characters00:04:03
from the same creative with when we will00:04:06
working with you, let's talk about the rules00:04:08
correct both testing and00:04:10
I’ll tell you a little about her in private00:04:12
results announcement texts until I show00:04:14
standard reports that you and I like00:04:16
they will help in the end00:04:18
evaluate the results of the advertising campaign00:04:21
Well, let's start the first block00:04:24
These are our basic rules when writing00:04:26
ad texts, which means the first one with00:04:30
why you and I always start work00:04:33
above creative it is natural analysis00:04:36
competitive environment we do and this is not00:04:38
just because before we00:04:41
start formulating what we will00:04:44
write creatively what we will use00:04:45
We need to enter the market first00:04:47
see how others do it00:04:50
the competitive environment does this because00:04:53
we need to evaluate with you according to00:04:55
what advertisers will we be with?00:04:58
evaluate our potential00:04:59
consumer potential users00:05:01
this is done very and quite simply00:05:04
by yes, namely by entering the basic00:05:06
query in the search bar and00:05:10
after we enter our basic00:05:12
request search string we evaluate00:05:14
some let's say advertising issue before00:05:18
links to this is exactly the subject of the one with whom00:05:21
we will eventually have00:05:23
let's see it right away00:05:25
for example, and which we now have on00:05:28
slide and then I'll add a few more00:05:31
clarifying points that are00:05:34
include this process so00:05:37
look look creatives buy00:05:41
large selection of indoor plants00:05:43
plants from 300 rubles all plants00:05:45
processed transplant as a gift means00:05:48
Our task is to kindly endorse creativity00:05:51
understand what type of audience this is00:05:53
competitor00:05:55
he's going to work and00:05:57
how suitable or inappropriate is this?00:06:00
for our type of audience we are targeting00:06:02
we are but here actually in this00:06:03
creativity in 1 which is just you and me00:06:05
that you looked at this obvious bit here00:06:07
all segment, that is, there is a large selection here00:06:09
300 rubles per plant and so on00:06:12
here in general everything should be clear00:06:14
next ad option buy00:06:16
indoor plants for the office from 1500000:06:20
rubles stylish flowerpot for your interior00:06:22
we work under a contract and so on here00:06:25
also a very clear example of work00:06:27
with a bit bi segment, yes, that is, here we are with00:06:31
you can already do what we do00:06:34
competitive environment we have 200:06:36
advertisers whose00:06:39
segments on which they are advertised well00:06:43
and the third option yes it is stylish and00:06:45
original plants for your interior00:06:47
flowerpots personal manager specialist00:06:49
care supervision during vacation yes that is00:06:52
We immediately analyze the creative and look at it00:06:55
the main triggers that00:06:57
exist in this creative yes these00:06:59
triggers are exactly what they are created for00:07:01
to attract the right audience to00:07:04
landing page here what we see00:07:07
style stylish plants there this time00:07:09
author's flowerpot personal manager00:07:12
care specialist too accordingly00:07:15
personal supervision during holidays here00:07:17
obviously a completely different segment, otherwise00:07:20
here we are dealing with00:07:22
advertiser who works for00:07:24
provides them with a premium audience00:07:27
there is a completely different level of services there00:07:29
completely different price level and so on00:07:34
what do we do with all these00:07:36
creative further just as we appreciated00:07:39
advertising issue and found out what the00:07:43
advertisers will generally be with us in00:07:46
one issue to exist we move on00:07:48
just in time to form your own00:07:50
hypothesis here, I'll give you a few more00:07:52
comments literally if suddenly00:07:55
someone had a question like this00:07:57
Let's say I have these basic queries00:07:59
there are more than 15 20 and what do I need for each00:08:03
from them you will start to break through the advertising00:08:05
a huge amount of time actually00:08:07
actually actually once you start00:08:09
you are already about five to six doing this00:08:12
dash there in the seventh basic query you will understand00:08:14
the fact that advertising issuance plus or minus00:08:16
consists of the same advertisers00:08:19
yes, because in general you have00:08:21
there will be a single core according to which there are 8000:08:25
70 percent it will be the same00:08:27
which you will end up with00:08:29
it's so advertised00:08:31
important point because it is this00:08:32
the backbone of your main advertisers00:08:35
you will need to identify your competitors, well00:08:39
and ultimately we must with you00:08:40
answer three very important questions00:08:43
before we start working with00:08:46
creative yes, that is, we must understand00:08:48
who are my competitors, who are they?00:08:50
people what do they offer for which segment00:08:52
audiences and not advertised as much00:08:55
this segment is interesting to me, that is00:08:57
if I only worked with be tu sei00:08:59
what part of this competitive environment00:09:01
works too, knocked down by Sid, that is, who from00:09:04
they are my direct competitor what are theirs00:09:06
basic sentences it is clear what it is00:09:08
is done not only exclusively with00:09:10
this is done by reading the creative00:09:12
also with the help of landing analysis00:09:14
pages including yes but nevertheless00:09:17
before before we go out at all00:09:19
contextual advertising market before00:09:21
we are starting to broadcast about the proposal00:09:23
we must understand in general and00:09:25
who are we going to deal with? that's it00:09:27
eat and answer the question how they feel00:09:29
positioned on the market here00:09:31
probably besides what I already said I00:09:34
I would also add what is important to us due to00:09:37
which etc. they are unique trading00:09:40
let's say any proposals at all00:09:42
such delicious elements elements of them00:09:45
they will catch offers00:09:47
user and how much more interesting it is00:09:50
or it’s less interesting or more profitable there00:09:53
or less profitable than my offer00:09:54
yes, that is, in theory it should be00:09:57
be such a competitive analysis map00:09:58
where do you write out your main00:10:02
unique selling propositions00:10:04
goodies for the user and compares00:10:06
them with competitors' offers to00:10:09
see some more real picture00:10:12
here we are in the end we of course yes to them00:10:14
about how I can stand out in general00:10:16
the mass yes that is what we are my proposal00:10:19
it will be more interesting than I can00:10:22
attract the user to interest00:10:24
user using his creative and00:10:27
so on and here, probably also00:10:30
I'll give you this and a small pitfall00:10:31
small nuance is probably the biggest00:10:35
the mistake you can make with this00:10:37
stage working with creative and mascot00:10:39
let's take it directly and just copy it00:10:42
competitors' proposals I am with such00:10:44
I have come across cases, I am sure that those00:10:46
Who00:10:47
I put the numbers 2 and 3 yes that means already00:10:50
worked on some projects too00:10:53
most likely such cases have been seen and when00:10:55
you do, for example, look at the basic output00:10:58
according to some request and there is a plus or minus00:11:00
All offers are actually the same00:11:03
this this affects the click-through rate00:11:06
affects the amount of traffic that00:11:07
you will come to the landing page affects00:11:09
on the final conversion one way or another00:11:11
because the only criterion for00:11:13
by which the user will rate you00:11:15
it turns out that the price may be there00:11:17
delivery conditions and so on, that is, what00:11:19
what they will look for already on the very00:11:21
landing page that's why it's like this00:11:23
no need to do we will definitely form00:11:25
some unique selling proposition00:11:27
anyway we try to do it00:11:29
using text the following is important00:11:33
rule when working with00:11:35
ad texts when writing exactly00:11:38
I mean exactly the copyright itself00:11:40
creative writing is a rule00:11:42
great offer here we are00:11:45
We will also definitely consider everything at00:11:47
example because such an error too00:11:49
very common with auditors00:11:52
advertising campaign is not very good00:11:54
obvious but here we are now00:11:55
let's focus means here's two for you00:11:58
ad text option option 100:12:00
selling indoor plants at the market with00:12:03
2005 more than 5 thousand satisfied00:12:05
clients own greenhouse means00:12:08
after I read this text00:12:10
announcements means I have this problem00:12:13
the feeling is logical and what is it00:12:16
probably a very reliable advertisement to give well00:12:18
he has been on the market since 200500:12:21
a large number of clients, that's all00:12:23
what do I know at the creative evaluation stage?00:12:25
the fact that I still read it in it00:12:27
because I need it for you now00:12:29
read as an example yes that's all I do00:12:31
I realized that they have their own00:12:32
greenhouse and they are quite reliable00:12:34
perhaps what kind of supplier is this?00:12:36
There is no additional information about them yet00:12:38
I know we are looking at the second option for sale00:12:41
We will deliver indoor plants today00:12:43
the plants will be fertilized and will be replanted00:12:46
contact on all questions further until we think about00:12:50
what kind of picture did you get?00:12:53
us in our head after we do it00:12:54
read first I received the plant00:12:57
today this could be a plus, well yes then00:13:00
there is already some information about00:13:01
in any case, the plant is fertilized00:13:03
transplanted they will be in touch if00:13:05
suddenly I have some questions00:13:08
So, according to statistics, yes I’m like00:13:11
contextual advertising specialist00:13:12
perfectly accurately predict Nolan s00:13:15
seventy-five percent probability00:13:17
what creative will have number one00:13:20
high bounce rate yes he is00:13:23
will be higher than creative number two00:13:25
does not mean that he will not enter00:13:27
just like categorically not high quality00:13:30
traffic to which we are absolutely not00:13:31
fits but nevertheless why because00:13:33
what suits me to understand00:13:36
this advertiser to me and or not00:13:38
Is this product suitable for me at all?00:13:39
user I will have to search for this00:13:41
information on the landing page yes to me00:13:44
will have to actually carry out more00:13:46
an additional 10 which means that I'm already00:13:47
I'll move on so creativity, which means00:13:50
the cost of a click will already be written off and yes it is00:13:54
50/50 as it usually happens00:13:56
probability or what's there will suit me00:13:58
written or it won't suit me00:14:01
advertiser number 2 on the site will be00:14:03
bring in better quality traffic00:14:04
why because there is simply already00:14:06
more information that can00:14:09
filter the audience one way or another00:14:12
which, for example, could potentially00:14:14
don't be interested00:14:16
one way or another, here we are for real00:14:19
the main conclusion the main message00:14:23
on this slide we try to write in00:14:26
creative maximum benefit for00:14:28
user yes it is for me we equip it00:14:31
some such not days not specific not00:14:34
useful information for him00:14:37
can tell us something but when00:14:38
this won't give him any extra00:14:41
benefits send a moment we are with you00:14:42
today we will be in more detail00:14:44
talk how to do it so that00:14:46
the creative attracted the audience we needed00:14:48
is also so important if you also take into account what00:14:50
for every click on this creative we00:14:52
we pay money this is important00:14:55
the following rule with which we are with you00:14:57
let's meet at the beginning of our presentation00:15:01
this is the consistency of creativity and00:15:04
landing page here too00:15:07
an important fact that needs to be addressed00:15:10
observe when working with creativity, namely00:15:13
if we write about something in the text00:15:16
ads then when you get to00:15:18
the user's landing page should00:15:20
be exactly the same information00:15:23
it would seem no different from her00:15:25
yes this is something very obvious00:15:28
an obvious thing that probably00:15:31
everyone should follow it, but really00:15:33
when you are in the creation phase00:15:35
creativity and if, for example, you are there00:15:37
you do it00:15:39
maybe there for the first time there or there or you00:15:42
you are still new to this in this00:15:45
sphere in this direction, then such a mistake00:15:47
can often occur because00:15:49
I want something clear, let’s say this00:15:53
stuff your creativity with some of these00:15:57
triggers that would help00:15:59
user its there to do more00:16:01
clicks yes therefore creative but with00:16:04
in this case we forget about the rules that she is yes00:16:05
it should be as consistent as possible00:16:07
the landing page itself if we write00:16:09
about some discounts on the page that00:16:12
this information should be opened00:16:13
definitely contain about this one00:16:16
moment by the way about how we should do it right00:16:20
collect landing page dps00:16:22
shape it all into the final creative00:16:24
we will be with you today too00:16:25
talk00:16:27
the next rule is also damn all the rules00:16:31
important then I just won’t00:16:33
focus on this and just say that00:16:35
This is the next rule and we will keep it in00:16:37
lunch and that she is also an important stage we00:16:40
We will definitely remember about the expansion00:16:42
expansion is, let's say, one of the00:16:46
probably the key things you need00:16:49
must be observed when writing00:16:51
creative because they will be very00:16:53
a lot depends on the expansion00:16:56
meaning this is additional00:16:59
ad text elements that00:17:00
they do more than just that00:17:03
information and information-rich00:17:05
for the user and visually more00:17:07
yes, that is, this is this is also important because00:17:10
that besides the fact that the user00:17:13
he will also receive more information from00:17:16
more likely to turn on you00:17:17
attention simply because you are visual00:17:19
you will seem00:17:21
the size in the advertising results is larger, well00:17:24
and in general the issuance is yes00:17:26
then further what else is here actually00:17:29
really important points that you want00:17:31
note what if if your creative00:17:35
visually looks larger than00:17:38
the rest, he usually has00:17:41
statistics higher click-through rate yes here00:17:43
just a human factor besides00:17:45
that well-developed creatives00:17:47
receive more advantageous positions in00:17:50
search results due to increased00:17:52
quality indicator, they are still there00:17:56
collect click-through rates due to just00:17:57
its size therefore yes due to00:18:00
increased click-through rates in case of00:18:03
this creative is correctly composed by you00:18:05
more traffic will come to the site00:18:07
I hope it’s of high quality, yes if again00:18:09
we wrote everything correctly, so here we go00:18:11
corresponds to influence the final00:18:12
conversion therefore expansion is very00:18:15
it’s important to do this too today00:18:16
talk in more detail separately, but what?00:18:19
you can add an extension like this00:18:21
make sure they don't00:18:23
They weren’t just formal00:18:25
expansion for the sake of expansion was also carried00:18:28
additional benefit for their00:18:32
for your potential users00:18:34
the following error is exactly what you are experiencing00:18:37
may also come across especially if00:18:40
you are a beginner contextual specialist00:18:42
advertising, but what’s his sin, and yes, and00:18:44
specialists who are not the first to work00:18:47
year of contextual advertising are also guilty of this00:18:49
including even in my experience there were such00:18:53
such mistakes including this one00:18:57
creative for search and networking given00:18:59
the rule sounds like we share creativity00:19:02
for search and advertising networks error in00:19:05
In this case, it would be better to use a single creative00:19:08
and just duplicate it and search00:19:11
and on advertising networks why this might00:19:14
be a mistake well besides besides that00:19:17
that there are nuances with the audience00:19:18
which I now definitely need you00:19:20
I'll tell you00:19:21
there are also nuances of the most technical00:19:25
setting up advertising campaigns yes that is00:19:27
due to the fact that we ourselves have advertising00:19:29
companies have different algorithms inside00:19:33
settings then use a single00:19:35
creativity may not really be very good00:19:37
good influence on one or another type and00:19:41
targeting well now more details00:19:43
let's figure it out, so the first reason is why00:19:47
separate creatives for search and for00:19:49
networks yes it is because you are dealing with00:19:52
different types of audiences working with00:19:54
search targeting and with targeting in00:19:57
advertising networks in order to understand00:20:00
What is the difference between these types of targeting?00:20:01
you just need to imagine the path00:20:03
user in one type or another00:20:06
targeting yes if it is search results00:20:08
then we actually have some kind of problem00:20:11
before entering a search query and searching00:20:14
some specific solution, yes, that is,00:20:16
our creativity is clearly equipped firstly in00:20:21
walking by the call of the request in the header yes00:20:24
there or search query in the title00:20:26
still trying his best to answer00:20:28
to the user's request and even then if we00:20:31
we work with the search audience if we00:20:33
we work with creative people in networks here and there00:20:37
already a completely different type of audience because00:20:39
what's in our advertising network advertising00:20:41
are shown accurately on partner sites00:20:43
in fact, the 1st simplest conclusion is00:20:46
can be done there with us besides00:20:47
competitive environment with which we will have00:20:51
compare benefits and there is still content there00:20:53
actually he came to the site for content00:20:55
website they are behind advertisements here00:20:58
and therefore our creativity should naturally00:21:00
the difference is precisely why by the way in00:21:01
advertising networks contain a picture yes00:21:04
because just the text would look00:21:06
not at all flashy I’ll say so not at all00:21:10
attractive here it is00:21:13
there is a difference in the writing rules 100:21:16
title, that is, it’s not the same at all00:21:19
the best thing you can write about searching is us00:21:22
with you, what about the example?00:21:23
let's figure out that this is an important point here and there00:21:27
we are online00:21:29
we work with the title that we00:21:31
adapt a subgroup of semantics and then00:21:34
we have, for example, we have a separate one00:21:36
semantic clusters that contain00:21:38
to myself00:21:39
repeating values for example there00:21:42
mortgage that's if we advertise apartments00:21:44
we can allocate a separate date00:21:46
group00:21:47
keywords all queries that are so00:21:49
or otherwise contains the word mortgage00:21:51
there is no way to buy an apartment with a mortgage00:21:53
buy an apartment with a mortgage and so on00:21:55
yes, that is, this is what it contains00:21:57
a single theme and formulate00:21:59
the title is already in such a way that it00:22:01
the word also appeared there and it will be00:22:03
for advertising networks I'm very good there00:22:07
progress in terms of and click-through rates so far00:22:09
quality indicator and other things here again00:22:12
we'll just take it and spread it with00:22:14
searching for such a point so precise00:22:17
the settings won't work anymore00:22:20
here I hope it’s clear if suddenly the hermitage00:22:22
be sure to ask them questions00:22:25
Regarding search creatives, what will happen?00:22:29
be00:22:30
an important element that needs00:22:33
note00:22:34
this is the header that responds to the request00:22:37
user or group yes again on00:22:39
actually a search advertising campaign00:22:41
in general there with certain nuances00:22:43
lowest amount of traffic strategy00:22:46
which you chose there and so on yes them00:22:48
also set up by a certain group before this00:22:51
here too the title should be in full00:22:53
respond to that group of semantics as was00:22:55
just in the example with a mortgage on you00:22:58
will you target yes that is00:22:59
text is also such an important element for us00:23:02
it will be concrete and without water this is about it00:23:04
a very important rule for search engines00:23:07
issuance and maximum expansion minimum00:23:11
Let's see some creativity, for example, yes for that00:23:14
To make it clearer here is option number00:23:16
one sale of houseplants profitable00:23:18
conditions quality guarantee comfortable00:23:21
the store location is an example of this00:23:23
how not to write creatively from a point00:23:27
view of water in the text, yes, that is, profitable00:23:30
these are some conditions even if00:23:33
we wrote there at the best price00:23:35
then the concept of price and benefit of this price it00:23:38
categorically different for each type00:23:41
audience that's why it's possible00:23:43
consider non-specific information00:23:45
quality guarantee yes also what kind of guarantee00:23:47
how much, yes, that is, it’s not clear00:23:49
particularly convenient store location00:23:51
this would be a very big mistake00:23:54
yes because if we are talking about00:23:56
Moscow and there you are on the metro00:23:59
Marina Grove00:24:00
and the user sees your ad from00:24:03
there is a university metro station and he is still extremely00:24:06
inconvenient location of your store00:24:08
maybe yes and so on is also necessary00:24:10
be specific in this case00:24:12
for example give it to the case00:24:14
. in the advertisements there are sales of rooms00:24:18
plants of the Seligerskaya metro station there conditionally and00:24:21
then at least it’s clear where we’re going00:24:24
she'll have to go get the ficus that we need00:24:26
I liked it so much00:24:28
the following example is the best indoor ones00:24:30
plants according to my grandmother's pot and00:24:33
a saucer as a gift is too much example here00:24:36
creativity up to in search advertising if00:24:39
in fact, one can still guess00:24:41
what is in advertising networks there in some00:24:43
niches again yes as a hypothesis00:24:45
Can you test some ads?00:24:48
who will be there full of creativity00:24:50
there, for example, because of my practice then00:24:53
on the subject of quests, creativity is good00:24:55
filled with ice because but the theme is00:24:57
this has something for the search engine00:24:59
output is usually not very good00:25:01
from all sides and from an analytical point of view00:25:03
this ad to but users yes00:25:05
because it carries specific information00:25:07
from the point of view of the algorithms themselves00:25:10
advertising system because if00:25:11
it's not enough to line up these symbols there00:25:14
there was an occurrence of a conditionally key00:25:16
query and maximax extension00:25:19
other things so that there is simply00:25:21
be creative that that same inner00:25:23
show in ad quality can00:25:25
that's why we try to be lower00:25:27
search traffic is still equipped with more00:25:31
specific ad texts here00:25:34
I hope it's clear00:25:35
I'll move on and tell you about the mistake00:25:40
very big that can be done00:25:42
just when working with advertising networks00:25:44
Yandex with creativity in advertising networks00:25:47
this is exactly the moment I promised00:25:49
highlighting means the most important rule00:25:53
when working with an advertising network they us00:25:55
creative means advertising00:25:57
networks this reveals the essence of the proposal in00:26:00
title why means what if we are with you00:26:04
Let's decide, for example, to be creative to the point of conditional00:26:07
and for example let's write some00:26:10
headline bait with this00:26:12
exclamation mark and reveal the essence00:26:13
sentences in the text yes for example there is something00:26:16
can refresh your interior and we are an example00:26:18
in the ad text we write room rates00:26:20
plants come and buy in general like00:26:23
It’s clear what can refresh the interior00:26:25
indoor plants but the nuances of advertising00:26:28
networks is precisely that00:26:30
there are different formats for displaying creative00:26:33
that is, at certain sites at00:26:37
certain formats of this creative00:26:39
the user will only see the title and00:26:41
he won't see the ad text, but this00:26:43
means that you will start on your website00:26:46
the audience is not prepared to receive00:26:49
audience who could have guessed00:26:51
we'll come too, he'll be waiting at the gate00:26:53
something else on the page, yes, that is00:26:55
see with certain formats like on00:26:57
the first version of ad 3 is shown but00:27:00
after all, just a picture and a question what can00:27:02
refresh your interior without knowing00:27:05
actually could have guessed a lot00:27:07
amount of intersection of different topics00:27:09
for example, some kind of home diffusers00:27:12
crazy candles and there and something else, well00:27:14
anything except flowers is actually very00:27:16
and it’s not very obvious what they could be00:27:18
flowers here is a very very important point00:27:21
and in fact the majority00:27:22
large sites contain exactly this00:27:25
ad text format and if suddenly we00:27:27
we're making this mistake with you, it's very00:27:29
to a large number of audiences we00:27:30
showing irrelevant content by the way00:27:32
as a result, how to understand what you and00:27:36
didn’t quite make it to a career somehow00:27:38
specific to the headline in advertising00:27:40
networks this is a high failure rate in00:27:44
statistics I won’t pre-show yet00:27:47
be sure to tell it just here00:27:48
so illuminated for the audience that00:27:51
there are already familiar with this term and for00:27:53
those who are now experiencing this for the first time00:27:54
I didn’t really understand what that was, she said nothing00:27:57
I’ll definitely tell you something terrible at the end00:27:59
what is bounce rate00:28:01
Well, I guess we'll move on00:28:04
yeah, and this is actually an example of how00:28:07
The title should look good00:28:10
advertising networks that is, that I'm here00:28:13
I'm trying to show the date that we have the essence00:28:15
proposals are fully disclosed in00:28:17
within the framework of the title only, despite the fact that00:28:19
Yandex Direct just made this for us00:28:23
let's say a huge gift because00:28:25
that the first headings can be written before00:28:27
50 6 characters is just for a new one00:28:31
they can give this for a year so00:28:33
we will definitely use this sale00:28:35
indoor plants delivered to your home00:28:38
everything is clear at once photo from00:28:41
flowers for sale of indoor plants with00:28:44
home delivery and actual questions00:28:46
no more call if I need it00:28:48
I'm not interested, I'm just passing by00:28:51
I move on to the second part and before00:28:54
go to it now, I’ll quickly look in00:28:56
chat maybe there are some clarifications00:28:58
If everything is clear, please ask questions00:29:00
please pluses and I will know what00:29:02
now at this stage not quite with00:29:05
we've figured it out and we'll move on00:29:07
then I quickly look at the chat and see what00:29:11
same what what am I going to see here in one00:29:15
just a second00:29:19
so so so00:29:23
I don’t see the lights I don’t see I studied everything00:29:26
I'll probably see00:29:31
so questions00:29:36
so hello everyone hello everyone00:29:39
Is advertising in Yandex Direct suitable?00:29:42
if you need to gather an audience for a webinar00:29:44
or the marathon is free because00:29:46
free usually collected for five00:29:48
days before the start means something about00:29:52
work with00:29:53
work with topics that involve00:29:57
a large number of Yandex audiences00:30:00
direct message will definitely help if we00:30:02
we work with Yandex advertising networks yes00:30:05
that is, in this case it will be the most00:30:07
suitable tool for00:30:11
about how about what it will be00:30:14
happen in 5 days here in general I00:30:16
I also don’t see a problem because00:30:18
traffic in advertising networks can start00:30:20
purchase00:30:22
in a quick format let's say so that I00:30:27
I probably highlighted this question here00:30:29
about the cost of such registrations00:30:32
need to test yes I would probably00:30:35
I said that I would try00:30:36
test this tool as a quality00:30:39
gene for some free00:30:41
events and then of course I appreciated it00:30:43
the economy of such00:30:46
project00:30:48
I'll look at more questions later00:30:53
Under creative mean advertising00:30:56
ad is such as such you and if in00:31:00
within the text we are talking about headings and00:31:03
the text is also in the search there is a banner on00:31:05
searches which shows graphic00:31:07
We currently have a banner under the creative00:31:09
in view of this case, yes, what we00:31:12
now we are discussing this we have in00:31:13
I think we have text there today00:31:16
the webinar will be highly tailored specifically to00:31:19
the topic of copywriting yes because it00:31:21
describe how to write as we need it correctly00:31:23
reaching out to our audience is what00:31:26
arises00:31:27
raises a lot of questions00:31:29
especially when we are there we are just starting00:31:32
working with this is what creativity is essentially00:31:33
this is one of the main creative text00:31:35
advertisements mean this is the main one00:31:37
a tool specifically for working with the user00:31:40
especially if up to search traffic00:31:42
Well, about the search banner, I00:31:46
Today a little bit about him is also by the way00:31:48
I'll tell you, but by the way the banner is on00:31:50
searches also contain text, that is00:31:52
In any case, we need to understand that we00:31:54
on this banner we will write for searches00:31:56
more than that and we are there enough00:31:59
limited in the number of characters and then00:32:02
there's a lot of information that we00:32:04
we can place it there, that is, here00:32:06
just the basics of copywriting and00:32:08
brevity is just right for us00:32:11
will have to00:32:13
So00:32:16
so so so so so look and also00:32:22
I'm still looking at your questions00:32:25
so good afternoon, do you have a brush like this?00:32:28
advertising creatives for silver products00:32:31
chain rings rings for men sense 0 and00:32:35
1 and I separately Moscow spa brf could00:32:39
help such an inferior here actually00:32:42
you really need to see for yourself00:32:44
advertising campaign settings that is me00:32:46
I would highlight a few important ones here00:32:48
moments for which it would be necessary00:32:49
pay attention there it is00:32:51
self-tuning yes that is what it is00:32:54
was for the product yes those were you galoshes00:32:56
it was the master company at and then I00:32:59
I would pay attention to the strategy that00:33:01
you have selected the settings for this strategy00:33:03
what were next I would pay attention00:33:05
how did you group this00:33:09
climbed through the advertising campaign, these were cars00:33:11
strategy then how were00:33:14
on what basis were they collected?00:33:16
advertising campaigns were respected00:33:19
advertising campaign setup rule00:33:21
specifically for autostrategy, by the way, for this one00:33:23
we have a big webinar on this topic00:33:25
channel be sure to check it out00:33:27
interesting or is it a manual request?00:33:29
strategies that also have their own nuances00:33:32
there is here you need to look creative yes yes00:33:34
here I am probably such an important part00:33:36
I’ll add and thank you very much Kirill for00:33:39
such a question is that creativity is part00:33:43
part of only what is responsible for00:33:45
final conversion on the site and we are with you00:33:48
we know what we have00:33:49
the main operators who are responsible for00:33:52
conversion this traffic creative landing00:33:55
page final statement yes that is00:33:57
absolutely all these four important rules00:34:00
nuances must be observed when00:34:03
general marketing activity in order to00:34:04
so that the conversion is successful therefore with00:34:07
probably from a creative point of view00:34:08
it will be difficult but I think as it goes00:34:12
plays so-called yes in the course of our00:34:15
webinar, do you have any questions for yourself?00:34:18
answer exactly and move00:34:20
moving on00:34:22
so when she places ads and not00:34:25
are highlighted in pictures and lines00:34:28
ads it all depends on the type00:34:30
targeting if this is a search result00:34:32
then accordingly your advertising00:34:33
ad from is shown in search00:34:36
that is, the user enters some00:34:37
a search query is generated for him00:34:39
whatever it is, you see yours00:34:41
advertisements if they are advertisements00:34:43
campaign in networks is done separately then you00:34:46
already appearing on various sites00:34:49
partners and by the way here is Yandex00:34:50
pictures including if it is a master00:34:53
companies for example you created then you00:34:55
show up both in searches and in advertising00:34:58
networks00:34:59
we have most of the questions00:35:01
behind00:35:02
I don't see any more yet so let's00:35:05
go to00:35:06
the second part and now let's talk about00:35:09
basics of copywriting for creative Yandex00:35:12
the direct message will be right here00:35:13
contains all the useful information00:35:17
which well he may not be all there00:35:19
further also from useful information and so on00:35:22
before you and I00:35:25
let's talk about the basics of copywriting00:35:28
for creatives in Yandex Direct and by the way00:35:32
I would also like to note that this is actually00:35:34
in fact, the basics of copywriting are not only for00:35:36
creative and Yandex Direct in general00:35:38
basics of marketing I would say so00:35:40
there is it possible in the end00:35:42
apply for any marketing00:35:44
activities for landing pages and so on00:35:46
then all this is just very important00:35:48
back to floyd00:35:50
means before we move on00:35:52
let's get to the basics of copywriting00:35:57
we need to understand what the text is00:36:00
announcement of what he must be responsible for and00:36:01
why is this so important we need it first00:36:03
understand what a path is in general00:36:06
user and from this we are already00:36:08
let's find out why the ad text is00:36:11
so important and we will consider this with you00:36:13
Naturally, everything is based on an example like this00:36:15
the circuit is quite simple, which means00:36:19
now it will be a little like this00:36:21
dense information here I hope it will be00:36:24
it’s clear, that means now we’ll walk the path00:36:28
user when searching for something in00:36:31
on the Internet it doesn’t matter where00:36:34
means a00:36:36
before a person comes in00:36:39
Yandex search results it usually00:36:42
usually has some need00:36:45
he has some problems that he00:36:48
plans to solve using a search engine00:36:50
issuance of tributaries the question may be on00:36:52
which answer he wants and how00:36:55
rule as a rule of this problem00:36:57
There are already some criteria from the very beginning00:36:59
with which he will equip00:37:02
search query which ultimately00:37:04
in the end it will introduce the first thesis00:37:07
a person came with some problems00:37:09
which has criteria further after that00:37:12
how it fits the computer and how it starts00:37:16
enter the request you receive the request as00:37:19
iso keeps this problem plus00:37:21
I give an example of a solution to the criterion, for example00:37:24
he has a problem he really needs it00:37:27
buy an apartment like this00:37:29
some people have a problem and he00:37:31
accordingly there will be a request to buy00:37:32
apartment and the criteria in this case00:37:35
it will be some kind of specification there00:37:37
this this need for example buy00:37:39
buy an apartment in Seligerskaya metro station00:37:41
apartment with a mortgage, yes, that is00:37:43
some additional factors further we00:37:47
you still have to understand what he has00:37:49
there are already some ideas about that00:37:52
how he would like it to look before00:37:54
that is, some kind of k k k k k00:37:56
internal picture of the world at this stage00:37:58
the user actually already00:37:59
what happens next is he gets some00:38:02
search results that are completely00:38:04
adapts for the most part and00:38:06
in any case, at his request, yes, that is00:38:09
she tries to answer his problems00:38:12
and the participation criteria that he guided her to and00:38:16
the user reads according to00:38:19
so that he himself will already say so00:38:22
introduced came up with starts00:38:23
analyze this search result as00:38:25
once per occurrence find trigger things00:38:28
before which they should have told him about00:38:31
that's what, but this link is most likely00:38:34
has the answer to my question exactly by the way00:38:37
therefore, advertising always00:38:38
highlights the search query yes it is00:38:40
it was also done for a reason, well, it’s still here00:38:42
such an important moment and what are we doing now?00:38:44
you look at user behavior in00:38:47
Internet at speed -10 that is00:38:51
as if it were so slow00:38:53
the process actually happens00:38:55
very quickly yes this is actually such a semi00:38:57
creator on and when we enter the query and00:39:00
We begin to analyze search results00:39:01
this is already very similar00:39:04
let’s say it’s understandable and familiar to us00:39:07
process00:39:08
let's move on and here he is00:39:10
a certain search result has been generated00:39:12
which he begins just00:39:15
evaluate for an answer to your00:39:18
problems to answer your question and00:39:21
therefore at this stage00:39:23
the ad text is included, that is00:39:25
if he meets these criteria if he00:39:28
suits him according to his needs then00:39:31
there is a click and it goes to00:39:34
landing page and here too00:39:36
there is a very important point because00:39:38
the moment when he has already analyzed00:39:40
it has already generated search results00:39:43
some idea of what he wants00:39:45
see on this landing page later00:39:47
when he analyzed your text00:39:49
announcements even though it happened00:39:50
instantly there it is lightning fast and very00:39:52
quickly he has already formed a certain00:39:56
such expectations from a landing page00:39:58
here is an important point, what if this00:40:00
expectations meet reality00:40:02
and yes, we are returning with you to00:40:04
the previous slide which talks about00:40:06
what is a landing page ad00:40:08
must be agreed upon00:40:10
if this is exactly the case then he00:40:13
begins her analysis herself00:40:15
landing page on the subject00:40:17
how much does he like in general?00:40:19
fits yes that is how far it is00:40:22
meets his criteria and right here00:40:25
also an important point if00:40:28
all all the stars converge in the search engine00:40:31
in the search results he liked us and the text00:40:33
The ad is generally excellent and landing00:40:35
the pages are really great for him, everything for him00:40:38
absolutely loved it, he's already moving on00:40:40
for this, according to the conversion data, it goes to00:40:44
Nastya's version window group is all here too00:40:46
such a nuance is clear what it will be00:40:48
may not happen right away and it00:40:50
at first it will open a lot of pages00:40:52
will analyze them for00:40:54
how they suit him one way or another00:40:56
according to the answer to the criterion, its criteria are given00:41:00
by the way, this is also such an important point00:41:01
because this is when it is created00:41:04
landing page is the same00:41:06
is analyzed for the occurrence of00:41:09
problems of this audience, that is00:41:10
as if she had a trigger00:41:13
so that she answers all his internal00:41:15
needs are also so important00:41:19
moment and then before after it00:41:21
already from the landing page goes to00:41:23
conversion stage to order processing stage00:41:26
if at this same stage everything comes together yes00:41:29
that is, he read in the ad on00:41:31
landing page one thing for him00:41:33
absolutely confirmed there00:41:35
operators whether the form of capture through which00:41:38
he is there making a purchase date he is already00:41:42
goes there the next stage is the stage00:41:45
reality, yes, that is, before that he had00:41:46
there were further expectations from this order00:41:49
stage of reality then but this is already it00:41:52
becomes the next audience of this00:41:55
product dos which can also be somehow00:41:56
way to work but that's in this case00:41:59
we are no longer very interested in the most00:42:03
the main conclusion we have here is00:42:05
you do what you need00:42:08
users ad text00:42:09
landing page is absolutely00:42:11
indivisible things that is why if we00:42:14
We’re talking about search results, and by the way00:42:15
in advertising networks it works very much00:42:17
same rule yes that's why we always00:42:19
We try to follow the rules that we have00:42:21
there is a search query bypass00:42:25
well, or search engines and search basic00:42:28
request up to depending on00:42:30
what type of adware are you setting up?00:42:32
campaign00:42:33
we always try to follow this rule00:42:37
and we always try to make this00:42:39
Korea tipu is maximally consistent with00:42:41
landing page because it00:42:43
a very important step in the user journey00:42:45
from the moment you enter the request to the final00:42:49
conversions here I hope you understand00:42:51
I hope it wasn't too bad that's all00:42:54
somehow tricky yes but nevertheless it00:42:58
there was a very important fact that was needed00:43:01
was to discuss00:43:02
now let's talk about the basics00:43:04
creative copywriting up to what you can go there00:43:07
add how you can equip it for00:43:10
to make it as successful as possible for you00:43:13
helped run their advertising campaigns00:43:15
so that he can be your friend and00:43:17
comrade-in-arms as they say00:43:19
the first one is sure to indicate ours00:43:22
target audience00:43:23
well, in fact, it’s not just that we00:43:26
before working at all, run00:43:28
some marketing campaigns if00:43:30
suddenly the guys from00:43:32
agencies are not entirely clear with me00:43:33
will agree or guys who00:43:36
lead some products to the context00:43:38
what before we launch00:43:42
advertising campaign we always have three00:43:43
important stages of competitor analysis00:43:46
media planning and alice target00:43:48
audience we do this all for a reason00:43:50
because we actually need to understand00:43:53
who will we end up being these for?00:43:55
creative writing by the way is very often00:43:57
can be done by analyzing the landing00:43:59
pages are usually already in case00:44:01
it is correctly decorated if everything is there00:44:03
ok she just has this information00:44:05
contains means we must understand00:44:08
the following are important00:44:10
factors means gender who we contact then00:44:14
there is if at all in our niche as as00:44:17
some kind of bias in one direction or another00:44:19
for example, what kind of tires there may be00:44:22
with wedding dresses for the most part00:44:24
yes we have a female bias00:44:26
audience, for example, some00:44:29
expensive suits for men there or00:44:31
ties ok no maybe not there00:44:34
there will be such a big difference even though it is there00:44:36
that there will definitely be something there00:44:38
men's accessories and so on yes they are00:44:40
will also have some kind of distortion and this00:44:43
can usually tell us about that00:44:45
what type of advertisements can you write?00:44:48
for example, more emotionally rich00:44:50
if we have a transition to a female audience00:44:51
from examples here for example if they were00:44:56
wedding dresses I had such a case00:44:58
one of the clients was a wedding salon00:45:01
dresses and worked best there00:45:04
creativity in advertising networks that are on00:45:06
in fact they didn’t even have an entry00:45:08
some keywords it was true00:45:10
long before autostrategy yes it is00:45:12
try hard enough nevertheless he00:45:15
was emotionally saturated there00:45:16
huge headline and beautiful picture with00:45:19
with a chic dress he just studied00:45:22
your wedding dress is waiting for you and why00:45:25
it was a very good trainer for this00:45:27
audience because for women who00:45:30
looking for a wedding dress this is this00:45:33
pain yes that is, you are long enough00:45:36
do you look what else is an option wine everything00:45:38
not yours and everything doesn’t suit you00:45:40
there is, knowing this nuance, it was possible how00:45:43
time to create such a creative that00:45:45
this ended up working best00:45:47
an example of what I mean by00:45:50
in a word, emotionally rich00:45:52
ad because it is in fact00:45:53
contains emotion up to00:45:56
moving on there is a topic or niche with00:45:59
which you will work, that is00:46:02
does it imply some kind of00:46:03
additional slang yes for example00:46:05
if we did a webinar there for super00:46:07
hard experts who have been there for ten years00:46:10
already in contextual advertising and in general00:46:12
Yandex Direct also wrote it themselves from scratch00:46:14
then most likely it would be possible there00:46:17
test creatives that would contain00:46:19
in themselves professionally in would contain in00:46:21
what a professional slide00:46:22
points of view00:46:23
rating it would also be like this00:46:25
an interesting move let's say because00:46:27
immediately identified your audience age00:46:31
here is also a very important point00:46:34
there seems to be a basic age of ours00:46:37
audience or even you know I would like this00:46:39
highlighted in general how niche00:46:42
implies one or another address to you00:46:46
or on you because we have text00:46:48
you are directed and sometimes you are directed00:46:50
for example, if we work with some00:46:53
bit yourself that underwear theme00:46:55
construction worker will write strangely00:46:58
for example call to action at the end of the text00:47:00
buy crushed stone there and there at such and such a price00:47:04
and we'll deliver it tomorrow, just call me, that is00:47:06
you are directed to those in this case will be00:47:08
it just doesn't look very correct00:47:10
if this is for example some kind of topic00:47:12
quests and you write there and so what00:47:15
let's play and there is a quest with immersion00:47:18
and on the topic of saws, come in if not00:47:21
be afraid, don't be afraid, there's something there00:47:23
here you are the directed text it is just00:47:25
will be justified it will be in any case00:47:27
case because such a niche which00:47:29
suggests this a little more00:47:30
informal communication here I hope00:47:34
understandable by place of residence00:47:36
This is also a very important factor especially00:47:38
if you for example if you work with00:47:42
small regional cities and there00:47:46
there is, for example, such a specific something00:47:48
between cities can be very large00:47:50
distances are very often00:47:52
the advertiser is broadcast to these cities00:47:55
in total, advertising campaigns do not00:47:58
you get what the user has there00:48:00
wants to buy crushed stone, comes in and sees what00:48:02
there this one for example in Rostov-on-Don they are in00:48:04
Krasnodar, well, he doubts it too00:48:06
is it worth going to Rostov-on-Don or00:48:08
maybe I'll look for something in Krasnodar00:48:10
this is if we are talking about regional00:48:12
features sometimes or for example if00:48:14
you cut off line representation given00:48:16
but this is not a chain of nail salons, this is00:48:19
some kind of nail salon that00:48:21
located in a residential area near Maryina00:48:24
groves conditionally, this is where it also makes sense00:48:28
directly emphasize the date that this is located00:48:30
by metro Maryino Parus because there is00:48:33
specifics of the city and specifics of the place00:48:36
this is the situation but also education and wealth00:48:38
these are quite indirect actually00:48:40
in fact, factors regarding wealth would be here00:48:43
I gave an example of just the type of audience00:48:46
which one do you want to aim at, that is00:48:48
for example, if this is the premium segment then00:48:50
then we will certainly equip the text00:48:52
some premium ads00:48:54
additives so that this audience00:48:56
highlight yes, usually it’s right away00:48:59
noticeable as it was in the example with00:49:02
flowers, yes, that is, designer flowerpots00:49:05
supervision personal manager like this00:49:08
some phrases just help us00:49:11
distinguish this audience from the general mass00:49:15
let's move on and talk about00:49:19
filters in the ad text means that00:49:23
In general, what is a filter in creative work?00:49:26
need to eat00:49:27
filter in creative is special00:49:30
designation of your target audience with00:49:32
with the aim of obtaining better quality00:49:35
traffic to the landing page yes then00:49:38
there we just take it and designate ours00:49:40
target audience00:49:41
this does not mean working with00:49:43
filters are absolutely always necessary when00:49:45
creative writing just exists00:49:48
topics with which you are most likely00:49:50
you will encounter as specialists in00:49:53
contextual advertising where are these filters00:49:54
will00:49:55
mandatory, for example, a price filter00:49:58
what does this mean? Well, this is for example very important to us00:50:02
helps a lot when you work in00:50:05
middle or high price segment up to00:50:09
and at the same time advertise on general00:50:11
requests and therefore yes you are there00:50:13
you know what if some one comes00:50:15
application and the user will not be ready00:50:18
spend more than 20 on a check there00:50:21
conditionally 30,000 rubles and you have an average bill00:50:23
this is 53 there is a minimum order of 50 then it has00:50:26
the meaning of this will all be indicated in the form of a filter then00:50:29
available as information in the creative for00:50:31
so that the user can simply do this00:50:33
Please note in advance not to click on00:50:35
announcement of what will be here before00:50:37
the pitfall we said00:50:38
most likely you will encounter give it that00:50:41
you after working with filters in the text00:50:44
your advertisements will remain reduced00:50:46
clickability yes that's exactly it00:50:48
that you need to be cleansed00:50:50
audience who will be for you00:50:51
potential non-target here is the same00:50:54
such a very important point is that00:50:56
it doesn't differ 100 percent00:50:59
cases because users do not00:51:00
they read and so carefully creatives yes00:51:03
most likely by some percentage00:51:06
if the type of traffic improves and you become00:51:08
there at least through how much less00:51:11
spend money on marketing00:51:13
activity and reduce application cost00:51:16
it will be very good very like this00:51:19
there will be an important moment, but also00:51:23
click-through rate by the way, yes it is00:51:25
may shrink and it will eventually00:51:28
can affect approximately what00:51:30
The cost per click will be higher because00:51:32
when we have a certain pattern00:51:34
yes and yes we have a click through rate00:51:36
networks falls, this may affect00:51:38
final cost per click but here we are00:51:41
we choose, let's say this00:51:43
the lesser of evils, yes, that is, probably better00:51:46
still get better quality00:51:48
traffic to the site and this is one way or another00:51:49
influence the cost of the application rather than00:51:52
get more clicks there have good00:51:55
click-through rate but not00:51:57
converting audience next00:52:00
the filter is quite obvious which one you are00:52:02
You can indicate this in the ad text00:52:04
the geography filter is just that about00:52:06
what did I say and when you have some00:52:08
offline. and she means that00:52:10
people00:52:11
it will most likely be more convenient to go to you00:52:14
if they are nearby and they won't go00:52:16
far away for example if this is some kind of circle00:52:19
for children here in this in this niche this00:52:22
the filter is simply necessary if suddenly00:52:24
you will someday encounter a topic00:52:26
clubs for children, you know they go00:52:28
only near the house to a lesser extent00:52:31
ready to go somewhere from actually00:52:33
very understandable because they are needed00:52:34
constantly in Cuba, that is, schools then in00:52:37
school timing is not very long between00:52:40
these events so that most00:52:42
they choose exactly the locations00:52:45
which are located near the house there are00:52:47
As a result, the graph is necessary when we are in00:52:49
in the ad text we write where we are00:52:51
there we advertise in the area with pen writing00:52:53
that the programming circle in00:52:56
pyrrole area, yes, that is, we immediately00:52:57
they said that everything is fine, we are close00:53:00
you will need to go to Vykhino00:53:03
the following limitation which is also00:53:06
can be specified as filtering in00:53:08
creatively there it is for example any00:53:10
restrictions related to your type or00:53:13
there with the seasonal offer that you00:53:15
decided to include promotions in the ad text00:53:18
some minimum order amounts up to00:53:20
Which drinks will you have on the flight? You have a promotion00:53:22
it would be very logical to say this there00:53:24
in the ad text it will be milked first00:53:26
time finite trigger until which00:53:29
definitely that also affects00:53:31
creative clickability and in general how00:53:34
would inform users about00:53:36
that the action is not how to say it is not00:53:40
constantly what is it00:53:42
auction of unprecedented generosity will only00:53:45
until the end of May, here are the identifications, and here are00:53:48
regarding identification here it is very00:53:50
the important point is that00:53:52
such identifications as in the text00:53:55
ads00:53:56
it means there is a niche with which you00:53:59
you could also potentially encounter00:54:01
which is advertised on basic general00:54:04
requests but at the same time in reality00:54:07
aim only at part of that potential00:54:10
audience who comes through these00:54:11
basic queries, and why are they like that?00:54:14
do because they are super targeted00:54:16
hot requests are not really like that00:54:18
a lot in the market yes that is why00:54:22
have to expand a little00:54:23
semantics, for example, buy on request00:54:27
houseplants can00:54:29
advertise as it was in the example as00:54:32
people who are more precisely companies who00:54:34
sell00:54:35
plants there for 300 rubles on bitossi00:54:38
segment as well as advertisers who00:54:41
aim at the bit killed segment already with00:54:43
a tall man and for example makes00:54:45
this is only for the office and in this case00:54:48
it would be very logical if they write about00:54:51
this is in the ad because they are all00:54:53
traffic for this request is absolutely not00:54:55
we need it, we hang out, we don’t need to go to them00:54:57
visited the site00:55:00
users who just want to buy00:55:03
the flower came out of there and spent it00:55:05
advertising budget you're in trouble that's why00:55:07
an identification filter is used or00:55:09
for example if00:55:12
if you work only with wholesalers00:55:14
segment and at the same time part of this00:55:17
the audience can also access00:55:18
basic queries that require and00:55:21
interfere with the retail segment there00:55:24
including on request, buy goods from China00:55:27
yes, that is, people who can come in00:55:30
looking for a sponge on00:55:33
aliexpress there before or some00:55:35
organizer and can also come in00:55:37
who are looking for some kind of large delivery00:55:39
relatively speaking, yes, there is such a mixture of this00:55:42
there is definitely an audience there00:55:44
so it makes sense in the ad text00:55:46
write buy00:55:48
goods from China wholesale in this case00:55:50
this will also be considered a filter00:55:53
I hope this is clear and let's move on to00:55:57
to our favorite call to action yes00:56:00
because this is also an important stage00:56:04
ad text stage of working with creative00:56:07
what does a call to action mean?00:56:10
in general, its initial task is like this00:56:13
it was always a call so to speak00:56:15
valid and the last offer in00:56:17
your creative your ad text00:56:19
which was created to encourage00:56:22
to something user yes it is so00:56:24
it was originally that's why if00:56:27
we will remember contextual advertising there00:56:29
conditionally 2005 15 I'm sorry then00:56:33
there all the calls to action looked like00:56:35
call click go and sticky there go to00:56:38
website, there were some calls like this00:56:40
to action now, just like you and me00:56:42
you've already come a long way from 201500:56:47
then it is more logical to use calls to00:56:50
action to form a certain path to00:56:53
which we expect from the user on00:56:56
our landing page what it can do00:56:58
be like this it's just drowning that we00:57:01
closing the user on our page00:57:03
if you have your main etc. which00:57:06
usually located on the first00:57:08
page screen first screen more precisely up to00:57:11
of your site if you close for example00:57:14
for your first free appointment with a doctor00:57:16
or there for some free lesson00:57:19
It’s logical to report this as00:57:21
calls to action at the end of our00:57:23
advertisements sign up for the first free one00:57:25
lesson sign up for a free consultation00:57:28
and teach the user how to participate00:57:31
user who is creative00:57:33
analyzed they will already have00:57:34
formed clearly understandable and expectation00:57:37
that in general, that is, on boarding00:57:39
page what we expect from him is in00:57:42
in any case it will look like00:57:44
more professional and interesting but also00:57:46
in general from a copywriting point of view and00:57:48
generating user demand is00:57:50
it will be just professional if00:57:52
you're talking about typical ones00:57:55
calls to action there click call click00:57:57
and come then at the moment probably00:58:00
then I no longer recommended them00:58:02
use because actually00:58:03
if we talk about the history of creation00:58:06
they are all creative from the start00:58:08
belonged to the teaser advertisement you00:58:11
remember exactly what it is00:58:13
teaser advertising is the same advertisement00:58:15
who talked about how she lost weight00:58:17
Pugachev from soda as with the help of Dedovsk00:58:20
you method to quit smoking there and so on00:58:22
some kind of jaundiced advertising that00:58:26
during the transition they offered various sulfur00:58:28
black diagrams on his boarding00:58:31
page and as a rule never00:58:33
evoked trust among netizens00:58:36
the Internet and, accordingly, from the point00:58:39
in terms of copywriting and in general00:58:41
creating demand and expectations00:58:43
users from your creative yes00:58:46
It's logical not to use this because00:58:49
at the very least it doesn’t inspire confidence00:58:52
press the title especially when it contains00:58:55
a large number of ! it's like me personally00:58:58
scary but maybe because I am00:58:59
I see it here very often I hope00:59:02
okay, I’ll go ahead and talk to you00:59:05
about the specifics that we are00:59:09
as much as possible we just want to add to00:59:11
ad text yes that's what I'm looking for00:59:13
emphasized at the beginning of our presentation00:59:16
what is specificity in creativity?00:59:19
what we exactly want to get to00:59:22
what tools help us?00:59:24
numbers and facts help us00:59:26
numbers really help you sleep00:59:28
there is if you give some specific00:59:30
information about your product in the creative00:59:32
as a rule, call it there at all00:59:35
other emotions in a potential client00:59:37
we started you write about the guarantee then00:59:39
tell me how much the 60 day guarantee is there00:59:42
3 year warranty better give a niche hundreds00:59:44
Warranty 24 months conditional so what00:59:47
there will be some specific meaning00:59:49
we will deliver today we will deliver in three days00:59:51
we will deliver tomorrow, that is, right away00:59:55
It’s clear what kind of service not to expect, yes00:59:57
because00:59:58
well there we have conditional delivery yes01:00:02
this doesn't mean anything because01:00:03
delivery can be in a month if01:00:06
talk about these same ones for example01:00:07
Chinese goods01:00:09
further so if you have any01:00:13
minimum price and in general01:00:15
price designation is usually always01:00:18
a message towards your potential01:00:20
audience yes because we are with you01:00:22
we understand yes as marketers already yes we01:00:24
we understand that there are three main01:00:26
price segment up to users there01:00:29
economy middle class and more premium01:00:31
eye as a rule we always get either01:00:33
in average, either you join us or premium01:00:35
why not display this in the creative?01:00:38
because this is also not for01:00:39
identification is also an opportunity01:00:42
it is generally suitable for users to understand01:00:44
it was suggested not now not suitable01:00:46
so it’s logical to write this price and01:00:49
do you work there or what price are you01:00:50
good job too, hello01:00:53
this is an online store01:00:55
indicate the number of models or if01:00:58
this is a car service indicate quantity01:01:01
points on the map to which they should say01:01:04
to its user about what, for example01:01:05
quite easily accessible in this regard01:01:08
something like a large number of locations01:01:10
the city and it will most likely be convenient for me01:01:12
find01:01:13
closest to me yes that will be too01:01:16
interesting information here you go01:01:18
Naturally there are no quick deliveries01:01:21
convenient location quality assurance01:01:23
we try not to indicate simply because01:01:24
that this is not specific here I hope01:01:27
it’s also clear and we moved on to01:01:30
accessible format I now01:01:33
quickly check they teach, I’ll see what01:01:37
questions outside the crochet01:01:40
and so and so and so and so01:01:44
So01:01:46
tell me after running advertising on01:01:49
dermatologist received a restriction showing01:01:51
until allegedly due to the topic offer removal01:01:54
moles without scars and as many as possible01:01:56
rephrase so it doesn't happen01:01:58
restrictions but here actually still01:02:02
there will still be nuances of the landing itself01:02:05
pages because if you have01:02:06
the landing page says what it is01:02:08
after all, he’s a dermatologist and that’s what it is01:02:11
generally some kind of medical topic, how01:02:14
whatever you paraphrase the creative sooner01:02:16
moderation will not let you through and01:02:17
this was done because of a very important rule01:02:20
on ethics that exist Yandex01:02:23
directive, namely the user should not01:02:26
advertisements appear constantly01:02:28
proposals that will owe him01:02:29
remind him of his illness here to01:02:32
unfortunately there is such a limitation01:02:35
try to play somehow01:02:37
copyright on the landing page itself01:02:39
write there, for example, that this is a deletion01:02:40
moles to be honest I anyway01:02:43
I'm sure that this is a limitation after all01:02:45
there will be some gray schemes, of course01:02:48
I don't suggest it to you because it's bad01:02:50
and you don't need to do that01:02:52
I look further01:02:54
so in search text without picture version01:02:57
picture with accompanying text01:02:59
and the title is always shown01:03:01
some text formats may be01:03:03
absent and yes that's probably the answer01:03:06
Alexandra read it out but nothing01:03:08
we repeated once again this important01:03:12
information01:03:15
So01:03:18
so so so so so so since01:03:21
we use templates in ads01:03:25
the key query from ours is substituted01:03:28
from our selected ones01:03:31
We offer the power of a real request01:03:33
whose user he was in the search engine01:03:35
line and I understood it means Natalya asked01:03:37
question regarding working with01:03:39
templates in01:03:41
advertisements means there when working with01:03:43
the template is not a search one01:03:46
user request and that to that key01:03:49
then the key phrase you have01:03:51
added to the advertising campaign yes then01:03:54
there is a case if it doesn't fit01:03:56
number of characters then it will be01:03:58
substituted into the template in the case of she is not01:04:00
goes by the number of characters then it will be01:04:01
display standard ad01:04:03
the stub that you indicated before01:04:06
someone has already answered a lot of questions01:04:09
guys, I'm literally still probably01:04:11
I'll try to grab two, which one is without01:04:13
answer01:04:14
[music]01:04:16
t t t t t t t is if the webinar is for01:04:19
massage therapists are also shown on01:04:21
thematic platforms and what they are01:04:23
Fatima site answering your question on01:04:27
that there is a video on our channel that01:04:31
called how to run advertising on networks01:04:34
for beginners, well, just recently01:04:36
we had a webinar and there I was very detailed01:04:38
I’m talking about what advertising is01:04:40
sites and how to get traffic to them01:04:43
there's just one there let's put it this way01:04:45
broadcast of the setting itself, yes, that is, you01:04:48
there you can do it all step by step01:04:51
set up with me so I tell you01:04:53
I highly recommend watching this lesson01:04:55
and you will definitely get an answer to01:04:58
Your question01:04:59
so so so01:05:01
What01:05:04
yes, but it seems to me exactly the others01:05:06
questions are already our dear01:05:10
the curators answered by the way what’s wrong with us01:05:14
here is the curator Dmitry who answers01:05:16
I didn’t present it to you in response to your questions01:05:18
here he is too, so if he is for you01:05:20
answers questions don't be afraid01:05:22
also our employee, well then01:05:25
let's move on for now, I have no questions01:05:28
in any case, I didn’t see it in case I01:05:30
did I miss something please01:05:32
be sure to duplicate the question in01:05:34
I’ll answer it next break and here it is01:05:37
By the way, there will be a water break now01:05:38
times before we move on to01:05:40
available formats and01:05:44
so the water break was over it was01:05:47
fleeting and move on to the third01:05:50
third01:05:51
stage of our presentation, namely to01:05:53
accessible format now I tell you01:05:56
I’ll show you in just a few slides01:05:59
what placements can you advertise on?01:06:02
within Yandex Direct and I also want01:06:05
say what about almost every one of them01:06:08
We already have a lot of these placements01:06:10
number of webinar where we are all separately01:06:12
we consider this in our block01:06:14
be sure to go and look there01:06:17
a lot of useful information with01:06:19
where you can learn all this step by step01:06:21
customize means in what form they can01:06:25
be ads in Yandex Direct this01:06:27
naturally search advertising is like that01:06:29
called what is translated as01:06:31
text in image ad what is it01:06:34
This is in every search results01:06:37
absolutely every person has encountered01:06:39
these advertisements if he ever01:06:41
life entered something into the search bar01:06:43
Yandex and yes, that is, after entering01:06:45
search query is formed01:06:47
issuance and it usually contains01:06:50
two link elements are, well, sometimes three01:06:53
they are also 4 but there are two main ones01:06:56
advertising issue yes this is the so called01:06:59
paid traffic means this01:07:01
advertisers who placed the advertisement01:07:04
will pay for every click01:07:05
user according to this message iwc this01:07:09
paid advertising and shareware01:07:11
advertising is so-called organic01:07:13
village issuance until free, it's called01:07:16
because when you click on this ad01:07:18
the advertiser will not benefit then the owner01:07:20
this resource will not be paid for01:07:23
ad but will still pay01:07:25
Of course, the services of SEO specialists, but01:07:27
this means shareware01:07:29
it turns out the placement looks like one01:07:33
ad what this format looks like01:07:36
usually contains 1 201:07:38
sometimes there is only 1 title and even then in01:07:41
depending on how you set it up01:07:44
through01:07:45
through the Yandex Direct interface and yes and01:07:48
By the way, here's how to understand what exactly it is01:07:50
adware will temporarily pull out adware01:07:52
announcements but usually always01:07:53
marked with an advertising icon, that is, on01:07:56
presentation, you can see that there is a link next to it01:07:59
like this before like this orange yellow01:08:01
mark 1 and 2 heading is01:08:05
in this example it would be to buy a room01:08:08
plant this is the first title second01:08:10
the title begins immediately after the period with01:08:12
home delivery! it will be it was01:08:15
second heading next we go01:08:17
Quick links01:08:18
these are the elements that are in the ad text01:08:21
are also clickable like the first one01:08:24
title then it's here just three clicks01:08:27
abundant element yes this is the title01:08:30
quick links and business card, but not myself01:08:33
domain of course in this case01:08:36
it's always in touch, 6 days guarantee01:08:38
fertilizer for flowers is just that01:08:39
will be quick links further we have01:08:43
domain yes our landing page plus01:08:46
visible ural means that's what is written01:08:49
yes yes sticks yandex.ru is our domain01:08:53
then this is where we land fine01:08:56
PCB with search for a houseplant is already01:09:01
We see Yuri too, he was created for you01:09:03
could they give some let's say01:09:06
additional characteristics to the link01:09:09
because for some types01:09:11
user this is optional01:09:13
information that is if it is here01:09:14
it’s just written yandex.ru maybe for01:09:17
it will not be entirely obvious to them where01:09:18
this ad will be moving now01:09:20
when you record with visible01:09:23
yurla what is it yes it is potential01:09:26
he gives too01:09:27
further information01:09:29
Next we have the text of the ad yes01:09:33
this is a large selection of all plants01:09:34
processed transplant as a gift!01:09:37
this is just the text01:09:39
we try to write court announcements01:09:41
some characteristics of our product01:09:44
in order for users to know about it01:09:46
tell us further, we are making clarifications in01:09:49
in this example it will be transplanted into01:09:51
tarot code is what is below the text01:09:54
ad is transplanted by the author01:09:56
cat pest free healthy plant01:09:58
24/7 support and it goes on and on01:10:01
contact information market rating01:10:03
in case you have an office on01:10:06
market, then he will come here and01:10:08
so on there is also an extension price01:10:10
V01:10:11
doesn't she show up too01:10:13
below above the contact information yes here in01:10:17
in this example it just didn’t hit01:10:20
but nevertheless such an expansion is also01:10:22
also available means what are there01:10:25
Let's pay attention to this creative nuances01:10:27
yes besides that we tried01:10:30
do it specifically is still here01:10:34
interesting element related to fast01:10:36
links, that is, what is fast01:10:38
link yes this is some element of the sites on01:10:40
which you send the user01:10:43
initially just when01:10:45
this placement was planned for a lot more01:10:47
many many years ago, well, it was implied01:10:50
what you will send to some01:10:52
sections of the site, for example, that section of the site01:10:54
contacts delivery there and so on yes here01:10:58
some additional information01:10:59
which the user can potentially01:11:01
be useful when working with your link01:11:04
and here is the main massage that I was up to01:11:06
now I want to convey that they are fast01:11:08
links actually should be possible01:11:11
turn towards benefit01:11:14
user, that is, we don’t write there01:11:16
the words delivery just yes you can write01:11:18
we will deliver a quick link there in 3 days and01:11:21
this will potentially talk about01:11:23
that there is some kind of01:11:25
delivery information will be01:11:26
contain benefits for users01:11:28
here is such an important lifehack that you can01:11:31
do with quick links to this01:11:34
no conditions guarantee 60 days guarantee yes01:11:36
that is, this is completely different this is already01:11:38
contains information there is not a page01:11:42
contacts are there and we are always in touch there yes01:11:45
that is, but then I’ll show you more01:11:48
report on the click-through rate of these elements01:11:51
and you will understand what you really are01:11:53
quick links use definitely yes01:11:55
well, basically they still are01:11:57
text, yes, that is, they are mostly01:11:59
such an important point is considered01:12:02
this is where we got it right01:12:05
the same MKB media contextual banner01:12:07
on the search this means we call gaga01:12:11
his son is a media and01:12:14
search advertising yes, that is, it’s something01:12:17
what is shown in searches?01:12:20
that has such a semi-media format01:12:23
placement yes this is a banner that is not01:12:26
contains additional text, that is01:12:28
all the text that you want to convey to01:12:32
you place the user within01:12:34
this within the framework of this banner naturally01:12:37
it should also be as high as possible01:12:39
it absolutely must be specific01:12:41
make it clear right away what's going on here01:12:43
it will be about what you sell and01:12:45
contain only the extract from your most01:12:48
main ones etc. probably the most important01:12:50
the most important mistake that can be01:12:52
when working with media contextual01:12:54
a banner means equipping it with a large one01:12:57
amount of text, yes, if only it01:12:59
strangle with this text then most likely01:13:01
the user won’t really understand what you mean01:13:03
you mean the title is short01:13:06
laconic for your most basic ones01:13:09
etc. literally almost clothed01:13:12
in a couple of sentences and a picture too01:13:16
it’s immediately clear even visually01:13:18
what will we talk about these are important important01:13:21
rules when working with media01:13:23
contextual banner also in the search engine01:13:25
advertising you may encounter the sea01:13:27
product gallery I think what's in01:13:29
in some niches you may already be like this01:13:33
observed means getting a commodity01:13:36
gallery can be configured01:13:38
dynamic ad works01:13:40
so it's in the search engine01:13:43
the output pulls up the image there like01:13:46
rule from the feed and pulls up information01:13:49
about products usually in the title01:13:51
this is also so interesting01:13:53
placement and it is located above01:13:56
search results yes that is the first thing01:13:59
The user sees this in this stencil:01:14:02
just a product gallery, and about that01:14:03
by the way, to whom it is available it is not01:14:06
available in all niches let's say that01:14:09
there is not a product that could be01:14:11
could be applied to absolutely any topic01:14:13
Well, now it was only before01:14:15
home appliances are now expanding it01:14:19
the direction is how we see it is already possible01:14:21
suggest it even in the subject matter01:14:23
indoor plants further advertising in01:14:27
networks is the same one, that is, it is there too01:14:29
We have a text and graphic format for01:14:32
which we will somehow01:14:34
make up01:14:35
creative and01:14:36
the difference from that in the networks from the yoke of searching01:14:40
that's exactly what's here01:14:42
we have an image to which there01:14:44
added as I already said because01:14:46
the fact that you compete there besides01:14:49
other advertisers with content01:14:51
landing page here by the way01:14:53
Regarding the image, I would like to add something01:14:56
It’s better not to make it super faded gray01:15:00
white to some colors that01:15:02
There are usually landing pages to01:15:05
there's no abyss here, it's better here though01:15:08
ad units always stand out well01:15:10
nevertheless, the image is also very01:15:12
an important tool with which you01:15:14
attract the attention of users here01:15:16
but even that version we have is basically a cycle01:15:19
consist of the title of the ad text01:15:21
images are rarely added01:15:24
Quick links01:15:25
yes, these are the elements we definitely need01:15:28
fill in when composing creative in01:15:31
advertising networks well again one more time01:15:34
I’ll add what we have in the block01:15:37
the webinar is very good with step by step01:15:40
setup and work and with setup01:15:42
creatives and the advertising campaign itself in01:15:44
networks I highly recommend watching if01:15:46
suddenly you want this channel for yourself01:15:49
test and dad try too01:15:52
shkil version there are additional ones01:15:54
extensions are exactly that01:15:56
need to be added because it's not enough01:15:58
This extension looks interesting01:15:59
carousel and it works like this01:16:02
This is what you have in the ad block01:16:05
yes when your ad is shown01:16:08
the image scrolls through like a carousel01:16:11
actually yes, that is, you add to01:16:12
carousel several images that01:16:14
You01:16:16
cyclically ready to show to the user01:16:19
yes and the system makes it so01:16:22
dynamic yes it’s very natural too01:16:24
looks interesting and makes you stand out from01:16:27
competitive environment so this01:16:29
I highly recommend the extension01:16:32
the expansion in01:16:34
networks this is a button in the ad and here01:16:37
everything works quite simply you just01:16:39
choose01:16:40
call to the user there from01:16:43
proposed until which is and when is your01:16:46
the banner appears there01:16:48
additional button pressing this is possible01:16:51
usually test something like this01:16:52
buttons on creatives increase01:16:56
conversion yes, that is, before that it was just01:16:59
advertising banner with ad text01:17:01
there was no way to add a button01:17:03
only if you make it like this01:17:05
it is static and it will not be clickable01:17:07
just to and drawn on creative it’s not01:17:10
very good story that's why01:17:12
put it all into a separate button and01:17:14
now it looks so interesting01:17:16
I also recommend adding it to01:17:18
advertisements on networks01:17:20
Also01:17:22
another important bonus that01:17:25
we exist in advertising networks01:17:27
graphic banner and01:17:29
it works as follows: here it is01:17:31
the main task is to contain01:17:34
information because he doesn't have01:17:36
additional equipment in text form01:17:39
advertisements yes that is everything you want01:17:41
tell the user you speak this01:17:43
banner and actually works here01:17:45
exactly the same rule as in the media01:17:49
contextual banner on the search that we01:17:50
have already been considered with you01:17:51
We try to write something concisely and01:17:54
as clear as possible, but because sit01:17:57
and read long users naturally01:17:59
will not mean what are the nuances of the graphic01:18:03
banners first you can them01:18:04
add to an advertising campaign in two01:18:05
types or you can do everything in advance01:18:07
put it in the advertising office in Photoshop01:18:10
in accordance with technical01:18:12
requirements which can be read in01:18:14
Yandex certificate and actually there01:18:16
you will have such creativity that is there01:18:18
your designer prepared in advance but if01:18:21
suddenly you don’t want to do the creative work yourself01:18:24
then there is a wonderful one in the advertising network01:18:26
template on which this can be done01:18:28
it works great and is adaptive01:18:31
the template is there just according to the standard ones01:18:33
template format and that is where you go01:18:35
add a picture and choose a color01:18:38
add text ad01:18:40
button and you can even write what01:18:43
on this button it will be written and he01:18:46
designer yes I am already the Yandex system01:18:49
direct will modify this creative01:18:51
according to which landing01:18:54
page it will appear on01:18:55
partner network landing page01:18:57
I mean yes, that is, he himself and his already01:19:00
there will be something to twirl in various01:19:01
options here but I remember here too yes01:19:04
important point what works here01:19:06
exactly the same rule as in advertising01:19:08
networks that will be in some formats01:19:10
only the title is shown, which means01:19:12
no creativity there with the conditional01:19:15
negative there or with a conditional question01:19:18
not specifically, we try not to add01:19:21
creativity with negation for those who don’t01:19:23
knows this when we write, don’t buy them01:19:27
indoor plants and in the ad text01:19:29
We reveal the essence of our proposal yet01:19:32
this is such an old trick I said01:19:36
Well, let's move on, I guess01:19:38
another format that is used in advertising01:19:42
networks, this is video ads, this is also01:19:45
quite an interesting format that01:19:47
shown only on those sites01:19:49
which can broadcast video01:19:50
advertisements for this reason in this format01:19:52
maybe showing less than01:19:54
you're an ordinary guy, but nevertheless it's not01:19:57
means that this format is less01:19:59
effectively he is also quite interesting01:20:01
here you can download some video01:20:03
which shows that it was prepared again01:20:05
in accordance with technical01:20:06
requirements01:20:07
or get it from the library here too01:20:10
interesting point about what's in the library01:20:11
a huge number of different videos01:20:13
different topics and in general01:20:16
you can choose from there to here it will be01:20:19
exactly the same rule in terms of01:20:21
copywriting is what we try to teach01:20:23
Of course, design this creative at the same time01:20:25
without forgetting about our main thing01:20:27
about what we sell because it is01:20:30
also a format that implies that01:20:33
the user lingers on it a lot01:20:35
no I will now move on to practical01:20:39
parts, namely for analysis, are stupid01:20:41
formation of creativity and before that01:20:44
looked into the chat something to be honest so I01:20:47
I don’t see anything or no I see everything01:20:51
no, I don’t see any questions yet01:20:54
at this stage I will probably ask you to put01:20:56
plus in the chat is everything clear if possible01:20:59
if there are any questions there will be a plus01:21:01
mean that all that we are now is with you01:21:03
we spoke it clearly and clearly for you01:21:07
are you ready to move on?01:21:08
accordingly, if there are any01:21:09
If you have any questions, be sure to write me here01:21:12
I'll literally wait01:21:14
15 15 seconds took a water break and01:21:18
I'll see what's in the chat01:21:24
[music]01:21:26
so bye01:21:33
So01:21:37
I see a question I see a question so banners01:21:41
on the right we are probably talking about Kirill01:21:43
asks a question about medina contextual01:21:45
banners and few dances are shown01:21:49
diamonds then manual this optimization though01:21:51
there may not be competitors but a bet01:21:54
the stakes are low regarding media01:21:58
contextual banner for searches here01:22:00
there is a big nuance which lies in01:22:02
selection of the semantic core again01:22:04
such a minute contextual history01:22:06
advertising this format was previously called01:22:08
bayan index and01:22:09
this format was still there at that time01:22:13
for a very long time he did not imagine that01:22:15
Is it possible to somehow work plastically with01:22:17
the audience, that is, it was already there01:22:19
I'm dialed now media01:22:21
contextual banners actually01:22:22
a tool that allows plastic01:22:24
pick up an audience but need a garden like this01:22:27
say to observe the nuance, that is, you need01:22:29
still select the semantic core01:22:31
which will be able to dial01:22:34
large coverage, that is, some01:22:36
add low-frequency queries to01:22:38
media contextual banner sometimes does not01:22:39
is effective because01:22:42
low frequency output sometimes01:22:44
it is even planned to host media01:22:46
contextual banner like this01:22:48
the nuance here must be observed in quality01:22:50
exactly the settings are like this01:22:53
next question I see a question about photos01:22:57
for and russia is it worth using text01:23:00
in the picture or not, I wouldn't01:23:03
recommended it honestly for me01:23:05
shoulders despite the fact that I am already very01:23:07
I have been doing contextual advertising for many years01:23:08
I don't have a case where is the text on the picture01:23:11
just blew up my click-through rate01:23:13
that all the people on the Internet01:23:16
came through my ad there was no such thing01:23:18
as a rule we of course I picture01:23:21
good one that immediately gives you an idea01:23:23
what are we going to advertise now and01:23:25
clear text works best01:23:28
there are some of these techniques that01:23:30
Let's just say there are actually a lot of them01:23:33
before the text the text on the image is not01:23:36
the only trick is twisting the color01:23:38
there's a rim there and there's something else there01:23:41
some creative modifications like this01:23:43
as a rule it is not but that does not mean that01:23:46
his click-through rate will increase honestly01:23:48
I haven’t seen such cases, maybe they are01:23:50
By the way, does anyone have them now?01:23:52
share in the comments and we'll all get started01:23:54
do it but I probably wouldn't01:23:56
recommended01:23:58
Great01:24:00
since one more question from Anna how01:24:03
You can bulk add a button to01:24:05
advertisements most likely not at all, that is01:24:08
you either need to go in and edit01:24:12
status I don't know about that anyway01:24:15
that it can be done massively I know about01:24:18
that's what you can go in and add, but here it is01:24:20
When creating a new ad, you can01:24:22
just don’t forget about it, yes about01:24:25
mass addition I don’t know maybe01:24:27
by the way maybe my colleagues me01:24:28
will correct01:24:30
let's move on and move on to analysis01:24:33
etc. but before we get to01:24:36
I offer you the theoretical part01:24:37
immediately start practical, that is, we01:24:39
let's see right away what it is to work with01:24:42
etc. and then everything is collateral01:24:45
let's varnish it so to speak01:24:47
theory means what is meant by01:24:51
analysis, etc. and the formation of creativity01:24:56
means what are we going to do with you now?01:24:59
we will now go to the page on the website01:25:03
landing page needs a page page01:25:06
contains some information and01:25:08
we have tasks live right now01:25:12
I will be very creative01:25:14
I would be grateful if you would be in this too01:25:16
participate that is if you see01:25:17
some useful and interesting elements01:25:19
which I may have missed yes01:25:22
be sure to write about it in the chat01:25:25
let's say we work together with you on01:25:27
creating creativity means where we are01:25:30
we'll do it again literally now01:25:32
we will tell you organizational information01:25:35
we will do it with you like this01:25:36
creative collection templates01:25:38
specially collected for today01:25:40
webinars to make it easy for us01:25:41
more clearly how you can work with text01:25:44
advertisement means it contains two01:25:47
title option which we will ultimately01:25:48
not two options that heading 1 you01:25:50
2 heads up which we end up with01:25:53
you and I will have to make up01:25:56
results of analysis of ad text types 401:25:59
quick links and 4 clarifications also in01:26:03
these are the templates01:26:05
the maximum quantity is prescribed01:26:07
symbols that we can afford01:26:09
in each of these elements because01:26:12
as I already said, Yandex Direct01:26:14
there are some restrictions01:26:18
This means that our header 1 may contain01:26:22
up to 56 characters heading number two can01:26:25
contain up to 30 characters and here01:26:28
There is also a very important nuance that01:26:30
is that if 201:26:33
the title will be shown in the text01:26:35
advertisements only if01:26:37
the sum of 1 and 2 headings does not exceed 50001:26:42
17 pixels despite the fact that the value is01:26:47
the number of pixels in the interface we01:26:49
we won't see you, but I'll tell you one01:26:51
super life hack actually if you01:26:53
will always try to comply01:26:55
the value of the sum of 1 and 2 headers is not more than01:26:59
fifty-three 54 characters then you are more likely to01:27:02
just go through the number of pixels01:27:05
means what the pixels in01:27:08
headings on the width and size of letters01:27:11
the letter neck has more weight01:27:14
number of pixels letter g letter t for01:27:16
due to the fact that she has less01:27:18
fewer matching pixels01:27:21
but yes, well, we take that into account, yes if you01:27:24
are you selling a gorgeous chinchilla?01:27:28
may need to write not to write01:27:30
four characters 50 because after all01:27:32
the massive title will come out here01:27:36
such an important nuance means in the text01:27:38
we can write advertisements until01:27:39
eighty-one characters in this case01:27:42
ad text does not take into account signs01:27:44
punctuation yes if there are no more than 15 pieces01:27:47
that is, we write advertisements in01:27:49
eighty-one characters and we are not afraid01:27:51
dot and01:27:53
by the heels means we're going further01:27:56
quick links here too naturally01:27:58
there are pitfalls and nuances and01:28:01
is not the following that everyone01:28:03
There can be no more than quick links01:28:05
30 characters but the sum of all01:28:08
There can't be more quick links01:28:09
sixty-six characters to remember01:28:12
this may not be necessary, I think what I do01:28:14
I'll try to send additional01:28:16
material so that you can see it and in01:28:18
In any case, please refer to this information01:28:21
you will find it and in this video it is still the same01:28:23
will remain while there is still01:28:26
an important point: what about quick links?01:28:28
in fact it may not be 4 but 8 so01:28:31
rules 66 maximum characters01:28:35
apply to all eight fast01:28:38
links, that is, you need something like this01:28:39
arrange everything concisely in order to01:28:43
fit into this limitation regarding01:28:46
clarifications means that each clarification01:28:48
Can be no more than 25 characters01:28:51
in this case their sum should not exceed 66 all01:28:54
here we have figured it out, it means01:28:56
moving towards01:28:58
our site where we are now01:29:01
we'll try to get creative for that01:29:04
to make it clear how to do it in general01:29:06
consistent with the text of the ad and01:29:10
I remind you, yes, that is, if suddenly you01:29:12
Are there any additional additions?01:29:15
comments before or would have seen something there01:29:17
very interesting that I would like01:29:19
post it in creative but I didn’t01:29:21
noticed be sure to write write write01:29:23
we will be with you in the comments01:29:25
to work means the first thing we are with you01:29:29
we start when working with the landing01:29:32
dos page identifying the main ones, etc.01:29:36
features and so on and so on01:29:38
actually the first screen because if01:29:40
the landing page was made, well, let’s say according to01:29:44
rules so standard01:29:46
compiling the first screen is usually01:29:49
it says the basic mind etc. is our01:29:52
main offer01:29:54
in this case these are cakes and desserts then you01:29:58
it’s immediately clear what will happen here01:30:01
advertise this01:30:02
important because some people talk about it01:30:04
they also forget the rule and what is written is01:30:06
this is to order with delivery find out what we01:30:10
what am I taking from here I'm taking here to01:30:13
order with delivery01:30:15
and here is everything that is important01:30:17
the moment disappeared there will be a random trial at all01:30:18
write everything I see on this landing01:30:21
pages and then we will think how01:30:23
this can all be put into creativity you now01:30:26
we just collect everything we need01:30:28
like on this page well like with01:30:31
professionalism point of view01:30:33
naturally I write words to order with01:30:35
delivery and I think this is important information01:30:39
let's move on01:30:41
the first screen with you looked here in01:30:44
overall more01:30:45
there is nothing except the capture form01:30:49
evaluate means what we have here01:30:52
product catalog cakes Easter dessert01:30:57
eclairs lean and vegan so that means well01:31:02
I would say if these were still here01:31:04
I was there conditionally two weeks ago before01:31:06
period I would take the Easter section with me01:31:10
now it probably makes a lot of sense01:31:12
you're in the wrong place, this holiday seems to be01:31:15
already01:31:16
a little behind that's why I'm from here01:31:19
I take away the words lean and vegan or01:31:23
vegan and I take everything lean and01:31:28
vegan I'm taking it01:31:30
I'm writing here just because01:31:34
lean01:31:37
vegan excellent01:31:40
I move on I move on and I look01:31:43
what else is interesting here so well01:31:47
bastard they decided that we won’t take it, here I am01:31:49
I already see an important section on children's cakes for01:31:53
girls for boys with volume01:31:55
elements, well, maybe it’s just there01:31:57
some accurate ones01:31:59
description yes we won’t take this category01:32:01
Oh, is it possible that there are children's ones in stock?01:32:04
cakes are important so are children's desks01:32:09
wrote let's move on this is the design01:32:13
festive wedding and corporate01:32:16
these are two big categories01:32:18
the audiences are really huge there01:32:21
We need separate ones for wedding cakes.01:32:23
set up advertising campaigns but that’s how we01:32:25
we are working now as an example I01:32:26
I pick up weddings and corporate01:32:29
I will also immediately take the shares from here and01:32:32
discounts because it will be an interesting link01:32:35
most likely that's why I wanted to take it01:32:37
wedding01:32:39
wedding01:32:41
corporate01:32:43
where are those who suddenly don’t know what it is01:32:45
corporate cakes are cakes with01:32:48
image in symbolism01:32:50
there are usually no logos and so on01:32:52
such printed beautiful and promotions and01:32:56
discounts exactly promotions and discounts01:32:58
promotions and discounts01:33:02
just for now that's all I see there01:33:04
all the ships I write don’t bother themselves right away01:33:07
work doesn't open it either well there are two01:33:10
section yes, you probably need to look at them01:33:13
something about delivery01:33:15
payment terms are important for01:33:18
three days so great delivery cost01:33:22
canceling the order well, about the cost for01:33:25
It's probably not worth it for delivery01:33:27
taking third will be too much01:33:29
a lot and cancellation of the order completely01:33:32
exactly01:33:33
so we discuss the design of our baked goods01:33:37
waving the customer, that is, some element01:33:40
individual design means01:33:43
I come back and write01:33:46
delivery in three days I'm here it's straight01:33:50
delivery01:33:51
no like this01:33:55
for three days01:33:59
so something was still the same and this01:34:02
what is custom design? that's me01:34:04
I'll write too01:34:07
individual01:34:09
excellent design01:34:13
it's great let's move on what I01:34:17
here I still see what else is interesting here I01:34:20
back to the main page now01:34:23
we'll go down, so since we're with01:34:27
you now consider this as01:34:29
example and well, most likely we are in front of01:34:32
that's not what they analyzed there01:34:34
competitive environment non-target audience01:34:36
not at all, but in this case not here and not01:34:39
talked to the owner of this site01:34:41
now you and I are just01:34:44
I guessed that it was ours after all01:34:47
main our main etc. this is what01:34:51
I work best in this topic01:34:53
I'm just telling you what's wrong with this01:34:55
this theme worked it's taste01:34:57
some qualities we work on this01:34:59
in the case of the product it is a cake01:35:01
the client's main pain is that he01:35:05
it was produced on time so that it was01:35:07
tasty and beautiful is the main thing01:35:09
the need of this audience is a plus01:35:11
there are some internal characteristics01:35:13
private audiences there in terms of content01:35:15
products up to, for example, gluten01:35:17
There is no lactose there, vegetarian01:35:20
vegetarian products there and so on01:35:22
that's why now when we are with you01:35:24
we are moving to this stage01:35:26
must gain some flavor01:35:29
elements yes something that when reading01:35:33
will make you want that's all01:35:37
try it and here it is too01:35:40
an important point is that now we are with01:35:42
we push off from you there, that's where we are mine01:35:45
experience exclusively yes because I am this01:35:48
I’m doing an example but to do it right01:35:50
collect flavor elements in a given01:35:52
example, you need to ask the customer what01:35:56
fillings enjoy the greatest01:35:58
popularity and for us this is really01:36:00
in fact it will mean that these are exactly01:36:02
fillings for exactly these flavors01:36:03
elements could be separated into01:36:06
and in a separate direction but in this01:36:08
case this is manga raspberry for example yes01:36:10
chocolate caramel conditionally I'll take it further01:36:14
we need some more of these01:36:16
phrases that will be tasty01:36:18
For example, it tastes great to me01:36:19
phrase creamy toffee01:36:21
I think maybe someone else too01:36:23
will support me and so on means that I01:36:26
I take manga raspberry chocolate yes there is chocolate01:36:29
caramel butterscotch I'm here01:36:31
I’ll just write everything in and then I’ll think about how01:36:34
could this be all01:36:36
put it in the ad text like manga01:36:40
raspberries01:36:42
chocolate caramel01:36:46
creamy toffee01:36:49
creamy toffee moving so perfectly01:36:52
further and what else is there a children's direction01:36:55
we have already taken away the lean vegan ones01:36:59
By the way, we took away the words Lenten and01:37:01
after move when we took it01:37:03
classic berry but something with01:37:06
maybe I’ll write the word berries too01:37:09
like this01:37:10
fresh01:37:12
I'll try to put it all into words01:37:15
some characteristics of the products before01:37:17
fresh berries or juicy berries01:37:22
juicy01:37:24
what's this, juicy, juicy01:37:28
berries01:37:30
So01:37:32
took it01:37:34
design options yes here of course01:37:37
a huge amount of everything possible01:37:39
I'd like to pick it up, let's say we got it01:37:42
you have already collected some elements I01:37:45
I'll move on now I'll move on now01:37:47
directly to the file and now we01:37:50
Let's try to put it all into understandable terms01:37:54
the ad text is also just a little bit01:37:55
I’ll send it here so it’s there01:37:58
more convenient and what did I do now I do now01:38:00
I’ll just take these elements and distribute them among01:38:03
their significance up to01:38:06
in this particular product regarding01:38:10
significance we are still with you in more detail01:38:12
we'll talk when we finish this01:38:14
I’ll tell you the practical part in this case01:38:16
the fact that the type has the heaviest weight01:38:19
your main goodies, for example there01:38:22
fast delivery gifts some discounts01:38:24
there seem to be some preferential conditions01:38:27
which is usually located on the first01:38:29
screen and everything else is already just01:38:31
will serve us as additional01:38:33
information in this creative so I'm in01:38:36
title number one there I'll try01:38:38
now send these elements01:38:40
because it is important to order with01:38:42
delivery So01:38:45
what else do we have here? here's more01:38:49
information delivery in three days I am this01:38:52
I'll try to place the ships in the second01:38:54
title yes because this is also important01:38:57
information that should be reflected in01:38:59
the most significant elements of creativity further01:39:03
we will have lean and vegan01:39:06
rather some kind of clarifying factor01:39:09
that's why I put it in clarification like this01:39:12
children's cakes and remember this01:39:14
landing page children's cakes01:39:16
have a separate anchor, which means it's possible01:39:18
place it in a quick link like01:39:21
by the way, weddings as well as corporate and01:39:24
by the way, promotions and discounts01:39:27
yes that is01:39:29
this is it in this case01:39:32
the advantages of a quick link will be01:39:35
what she will tell01:39:37
user about product variability01:39:40
on our landing page that is in01:39:42
This type of quick links is perfect01:39:44
You can definitely also register further with us01:39:47
there are some flavors left01:39:50
stories like how we have them located here01:39:54
the text has not yet been filled in and so no no no01:40:01
yes it hasn't filled out the ad text yet01:40:04
but we will correct this now and clarify01:40:07
So01:40:09
By the way, you can try individual01:40:12
design send towards text01:40:14
we add flavor refinements to01:40:18
clarification like this01:40:21
let's switch places01:40:23
so it will be manga raspberry01:40:27
so conventionally chocolate caramel01:40:31
I definitely want butterscotch01:40:33
add clarification and01:40:36
or like this01:40:40
Just add juicy berries here to taste01:40:44
juicy berries creamy toffee01:40:46
and lean vegan and vegetarian01:40:49
this is definitely what happened01:40:52
about those elements that you may have01:40:54
it's okay to stay here too01:40:56
as an example, we make only one01:40:58
ad text you actually need01:41:00
have 2-3 to launch an advertising campaign01:41:02
that is, something you can use in01:41:04
other elements we will try01:41:06
forming ad text means01:41:09
we put the title with ours01:41:11
the most basic VTB plus there is an entry01:41:14
key query and as a rule it is01:41:17
will be typed request to buy01:41:19
cake to order01:41:21
yes, that’s how we write it01:41:25
cake or custom cakes01:41:32
order01:41:34
we identify the audience in Moscow01:41:36
For example01:41:38
with delivery to01:41:42
house01:41:45
so 1 2 heading01:41:48
ships can be added to the ad text01:41:51
something about the individual will give01:41:53
about individual design and some01:41:55
try to reflect the main01:41:57
the needs of the audience there in this01:41:59
direction so that means01:42:05
cakes by01:42:08
individual01:42:10
design and01:42:16
so and some kind of filling and for example01:42:20
this design01:42:23
customized cakes01:42:25
individual design and juicy01:42:27
with fillings like this you can for example01:42:29
cakes with individual01:42:34
by design01:42:38
so and01:42:42
juicy01:42:44
fillings01:42:46
we'll deliver01:42:48
at 4001:42:50
look at the number of characters 67 excellent01:42:54
we passed01:42:56
we passed01:42:58
further quick links but here you can01:43:01
just write it all down01:43:03
the only thing you need to do is01:43:05
capital letters children's01:43:09
wedding01:43:14
so wedding01:43:18
so corporate and01:43:23
corporate01:43:25
we will also have promotions and discounts01:43:27
quick links that is what we are looking for01:43:30
we will not refer in the ad text01:43:32
Well, in the clarifications we’ll add flavoring01:43:36
characteristics date manga raspberry01:43:39
juicy berries01:43:43
so creamy toffees from gorgeous01:43:47
phrases seem to convey very well01:43:51
taste qualities of the product both lean and01:43:55
vegan or vegan you know what we have01:43:58
with you we get cakes to order in01:44:01
Moscow with individual home delivery01:44:04
design and juicy fillings that01:44:06
delivered on time we also have01:44:08
children's wedding corporate also01:44:10
here you can see the promotions01:44:12
and discounts and also here we give you more01:44:15
additional information about what01:44:17
taste qualities have on has ours01:44:20
products manga raspberries juicy berries and01:44:22
so on, yes, that is, it turns out like this01:44:24
here is the maximum creativity01:44:26
comparable to what they find on01:44:28
landing page absolutely nothing from01:44:31
this creative is unbiased from the ceiling to01:44:33
as you and I see it was01:44:35
the practical part I hope is clear01:44:37
how does the analysis take place?01:44:40
landing page before anyway01:44:42
primary and all this is all this exposure01:44:47
all this information is already in specific01:44:49
ad text if suddenly something from01:44:51
this is not clear, be sure to write to01:44:53
chat we will answer these questions for you and I01:44:55
now let's go back to our presentation and we01:45:00
Let's sum it up a little and we'll be there01:45:02
move on to the final part I'll show you01:45:05
you standard reports with which01:45:07
it will be possible to analyze the text01:45:09
ads means a01:45:11
we consolidate what we have done with you01:45:14
What does landing page analysis mean?01:45:16
this is generally how we do this01:45:17
we do we look for the main ones etc. And01:45:20
additional product characteristics01:45:22
in order to add all this to the text01:45:25
announcements yes this will be the same01:45:27
the rule in which we have text01:45:29
advertisements are as consistent as possible with01:45:31
landing page and in a different way01:45:34
another unfortunately this process01:45:35
mine can't work01:45:38
additional recommendation yes01:45:40
Necessarily01:45:41
talk to the owner and there with01:45:44
marketers of this product at the end01:45:46
Finally, ask some clarifications01:45:48
questions analyze competitive01:45:50
environment and analyze the target01:45:51
audience this is absolutely for you01:45:54
will help in compiling something like this01:45:56
creativity and the most important rule which01:45:59
you and I endure because of generally in fact01:46:02
in fact, almost all of this01:46:04
presentations are what our main01:46:07
task when writing ad text01:46:09
do not sell at any cost at any cost01:46:12
drag the user to the landing page01:46:13
page promising him all the golden mountains and01:46:16
discounts that only exist in this world01:46:18
formulate specific01:46:20
expectations from the product and maximum01:46:22
coordinate the ad text with01:46:24
landing page it will be easy01:46:26
the golden thread of success in the cry of abundance and01:46:29
further conversions as traffic01:46:31
which you will actually bring here01:46:34
such an important point01:46:36
and I’ll tell you a little more about exactly01:46:41
this hierarchy y t p yes this is what we are01:46:44
send headlines that we write texts01:46:46
announcement that we have a quick01:46:49
links, as I already said, what is ours01:46:51
basic etc. which are usually01:46:52
is on the first screen01:46:55
site yes, that’s usually the case anyway01:46:58
this is the case if you are working from a landing page01:47:00
in particular this service is something we01:47:02
we send it all to 1 2 of the heads with01:47:04
by including the keyword atom or01:47:08
group of keywords until some01:47:10
elements that we take from the group01:47:11
keywords as I already said in01:47:13
beginning next ad text we need01:47:16
to give additional01:47:18
description of the product or service but there01:47:20
We also write a lot of important information01:47:22
yes, that is, if there either we reveal the essence01:47:25
our main offer which we01:47:28
added a title to 2 and there will be some01:47:31
additional characteristics and that's it01:47:34
this can also be spiced up with a call to action01:47:35
at the end yes when we ask the user01:47:38
perform some targeted action on01:47:40
of our landing page further in01:47:43
quick links we01:47:45
We provide additional information about this01:47:48
our product and this will be exactly what01:47:51
the user can potentially01:47:53
click yes some additional ones01:47:56
etc. but also a clarification they are created like this01:47:59
since it seems to me a clarification they are like this01:48:01
they are heard and written like this, they were created that way01:48:03
to clarify your offer they01:48:06
they just give you some extra ones01:48:08
elements in this case, let's say I01:48:10
added taste qualities in clarification01:48:12
yes, that is, users in this case01:48:15
if he just sat very attentively01:48:17
appreciated this creativity or whatever01:48:18
case before actually so most01:48:21
his own and he will be besides the fact that he01:48:23
will see something important and useful01:48:26
information in this ad text is01:48:28
clarification will also add taste to it, but01:48:31
they will clarify his feelings from this01:48:33
creativity, this is actually what they are01:48:36
main main task01:48:38
Now I’ll tell you more about the rules01:48:41
correct Abe test date what is here01:48:43
also everything is not without nuances as usual01:48:46
it happens and somewhere there is something without01:48:48
nuances and before that still quickly01:48:51
I'll answer01:48:52
questions and so on01:48:56
so so so so so so so so01:49:00
question about creative designer01:49:04
where is the one who was before?01:49:07
cool for image ads where01:49:10
he went like this, actually this one01:49:12
the designer and remained exactly practically01:49:15
the same dynamics have been added there and there is01:49:17
r templates of this constructor maybe I01:49:20
Not good01:49:21
I don’t really understand what we’re talking about01:49:24
I didn’t understand the question very correctly, but01:49:26
In general, this constructor is for01:49:28
graphic banners he is in my opinion01:49:29
maximum01:49:31
most convenient and most01:49:33
meets the need01:49:36
in the needs that we have01:49:38
I don’t know about adding a graphic element01:49:41
maybe Sergei they are very correct01:49:43
I understand your questions colleagues, I now01:49:44
will correct you to write it correctly01:49:48
specifics about promotions if the amount of discounts and01:49:50
shares are constantly changing edited01:49:53
manually many advertisements 1 several01:49:55
days like this01:49:56
here here here here what could be01:50:00
advise, well, if for example01:50:02
if you have a very large cycle of these01:50:07
shares and that is, you need constantly01:50:09
I would certainly work with this element01:50:12
maybe I recommended doing it to01:50:15
somehow more veiled without without01:50:17
specific number anyway but01:50:20
at the same time containing information about01:50:23
what kind of action it will be, that is, something like this01:50:25
the move as a whole can also be but if if01:50:29
here you are working with the product and here I am01:50:31
I know how I worked in the automotive industry01:50:33
topics and real estate topics and then01:50:36
the shares actually change almost01:50:38
monthly if not weekly then yes01:50:41
here you sit with the help of the commander01:50:44
you actually change information about promotions01:50:46
I don’t even know what else to recommend here01:50:49
besides the strength, patience is worth it01:50:52
such is life, well, either try some01:50:54
variability and where there may not be01:50:57
a specific date is indicated, but01:50:59
see how it will affect01:51:00
click-through rate on and well that's all I01:51:03
I could say something about this01:51:06
So01:51:10
so so so tell me if there will be an expansion01:51:13
images for searching everything is possible here01:51:17
Now01:51:18
image before is active with us01:51:21
broadcast in01:51:23
format in dynamic ads yes then01:51:27
is most likely it will be01:51:29
it will be easy to grow from there too01:51:31
expand the number of topics but01:51:34
you need to keep an eye on some announcements here01:51:36
I probably won’t be able to give a specific date01:51:39
say01:51:43
I read the next question that I sent01:51:46
us Maria how can we avoid reduction01:51:48
title texts on desktop when01:51:51
filling out the title of one of the heads 201:51:53
more than 50 6 characters here only a01:51:56
brevity, yes, that is, we are here01:51:58
you really need to understand too01:51:59
in what percentage do we have01:52:02
abbreviated headings are shown there01:52:04
what percentage are ordinary but01:52:06
it all usually depends on01:52:08
how much traffic comes to you01:52:10
from the top which of the mobile from we01:52:11
we work with mobile traffic as we01:52:13
we have features on the screen, yes it does01:52:18
the point of writing more concisely01:52:20
short titles here unfortunately01:52:23
only this way and no other way as they say01:52:27
let's move on to the rules of correct a.b.01:52:30
testing yes now01:52:33
Let's talk to you about what they are01:52:35
nuances in this process mean that it is possible01:52:39
test when we work with you01:52:41
creative there are 3 elements actually01:52:43
in the text of the ad that you01:52:45
you can send it for lunch with what in general01:52:48
By the way, I’ll explain this experience to you now01:52:49
this is when we put forward a hypothesis for example01:52:53
according to what information is best01:52:56
place headings in the second for example01:52:57
delivery information or information about01:52:59
discount if we find it difficult to01:53:02
this answer is logical to carry out01:53:04
testing before that is through the tool01:53:07
experiments are easy to start01:53:10
start this advertising campaign and01:53:12
look at which of the headings it will be on01:53:15
audience react better yes that's it01:53:18
have lunch with when we test different01:53:20
elements what elements can be01:53:22
test ad text headlines01:53:24
corresponding pictures01:53:26
let's see what we have here01:53:28
nuances first the most important rule01:53:31
correct both tests is what we01:53:33
we can change purchase RF not only01:53:37
one ad element if01:53:40
in order to obtain statistically01:53:41
reliable data if you do01:53:44
completely two completely different01:53:46
ads with different headings01:53:47
different ad texts and there are different ones01:53:49
pictures, then in fact you won’t be able to01:53:53
understand which of these elements is one or the other01:53:55
otherwise it affected the click-through rate01:53:57
there are people who paid better attention to you01:53:59
attention because the picture is bigger for them01:54:01
I liked Ilyin’s other title01:54:02
I liked the other one better for this reason01:54:04
to consider this data statistically01:54:07
reliable from the point of view01:54:08
statistics and numbers can only be changed01:54:11
one creative element yes if you decide01:54:15
test the header in the second01:54:17
in the creative option you only add01:54:19
different title01:54:21
and all other elements remain01:54:22
absolutely unchanged before that is different01:54:25
title same text same01:54:27
picture or if you want to clean01:54:29
different texts you make are the same01:54:31
title different ad text01:54:33
the same picture as the picture01:54:35
respectively the same and different01:54:37
pictures same title same01:54:39
ad text is very, very important01:54:41
rule why because each of these01:54:43
elements have different effects on01:54:45
user so change everything at once01:54:48
absolutely impossible, as I already said01:54:50
we definitely work through the tool01:54:52
experiments yes that is apts which was01:54:55
launched by I don’t know where the settings are needed01:54:59
chess showing there different days of the week01:55:01
2 different advertising campaigns and01:55:04
statistically considered unreliable01:55:06
because you don't have each of the elements01:55:09
received a full audience and01:55:12
it is impossible to say that this is statistically01:55:15
will be considered yes, that is, if one01:55:18
I'll announce one ad is running only01:55:20
on Tuesdays and the second only on Wednesdays01:55:22
Yes, you can’t say what these statistics are01:55:24
will be accurate because01:55:28
because this Tuesday's audience01:55:30
creative was not tested there and so on01:55:33
that's why we definitely start through01:55:35
the experiment instrument is located at01:55:39
us in the Yandex audience service too01:55:42
just ask to understand01:55:46
work, yes, that is, we need to create01:55:49
number of segments we want01:55:51
test on example two give them01:55:53
name bind the counter and actually01:55:55
then put these segments into advertising01:55:58
campaign like this before I want to say that01:56:01
which is certainly in our certificate01:56:04
detailed instructions on how this can be done01:56:06
do so if suddenly you01:56:07
If you are interested, it will be possible to talk about it there01:56:10
read more but also which ones there are01:56:12
nuances when working with testing01:56:14
we will definitely share the budget01:56:17
equally, that is, when you start different01:56:19
segments you will have to assign them a01:56:22
number of budgets and you are in no way01:56:24
don't do anything different01:56:27
redistribution 30 to 70 and so on01:56:30
50/50 is definitely completely different01:56:33
conditions further results we compare01:56:36
from the third week inclusive and actually01:56:39
in fact this can be considered minimal01:56:41
value from which you can01:56:42
push off01:56:43
because especially if you will this01:56:46
carry out the test within the framework of the auto strategy01:56:48
the system will need to collect statistics01:56:50
learn to see how they work and and01:56:52
audience reacts on different days of the week01:56:55
at different times and in order to01:56:57
be sure to follow this rule01:56:59
from the third week01:57:00
Naturally we give priority to the winner01:57:03
yes that is, if you are there after01:57:05
this month this testing understand01:57:08
the fact that one of the texts went better than01:57:11
the second one, well, it’s logical to leave it there01:57:14
for example, it’s there in an advertising campaign01:57:17
because the audience reacts to it01:57:19
best and01:57:21
the important point is that when in general01:57:24
in general you are launching especially01:57:26
if it's from a cold start that is01:57:28
before this we had no advertising01:57:29
campaigns and you really have no idea01:57:33
in fact, how many audiences are there in01:57:34
It’s better to create no more for this niche01:57:36
This does not apply to two or three creatives01:57:38
just to test these in general01:57:40
in general, creating an advertising campaign because01:57:43
what if for example you01:57:45
not getting enough01:57:46
traffic will spread between us01:57:49
creative and somehow understandable01:57:52
you are not correct in this testing01:57:54
you'll see that's why especially if you01:57:56
work with testing and in general01:57:58
In general, it is better to start from a cold start01:58:00
no more than two or three creatives in total01:58:03
Now I’ll move on to basic analytics01:58:06
I’ll show you what cuts you can use01:58:09
analyze01:58:11
ad text now quickly01:58:13
I looked at the chat and there were so many questions01:58:17
I don’t see any questions in the chat yet maybe01:58:21
maybe not yet before me01:58:22
got there but if at the end01:58:24
suddenly I didn’t answer something01:58:26
I’ll definitely go over everything, which means01:58:29
regarding basic text analytics01:58:31
advertisements which means01:58:33
first first why why you and I01:58:36
let's start, I'll tell you about the main ones01:58:38
indicators with which you can01:58:40
analyze the ad text and even then not01:58:43
all the indicators that will help us01:58:45
analyze this element but not01:58:48
less they are simply one of the most01:58:50
important first indicator is an indicator01:58:52
click-through rate is the same form on networks01:58:56
it's quite simple it's simple01:58:58
sticky divided by impressions multiplied by01:59:00
100 that is about if you had 10001:59:01
impressions and 10 clicks hang out or will be 1001:59:04
percentage but in fact it is a percentage01:59:06
ratio indicator that says01:59:08
you about how much your ad01:59:09
popular for unpopular here here here01:59:11
there is a very important point that in01:59:14
separately only by indicator01:59:16
click-through rate we are the quality of our01:59:18
We do not evaluate creatives under any circumstances.01:59:20
because after all the task of advertising01:59:22
contextual advertising campaigns01:59:24
no matter what product, yes that is01:59:27
Russia or search advertising task01:59:30
bring you conversion actually01:59:31
money income yes that is we somehow01:59:33
way we want to make money from all this01:59:36
events, otherwise why do we still need01:59:37
advertising yes but mostly in01:59:40
anyway, so if you see that01:59:43
that your score is very high01:59:44
your click-through rate is absolutely01:59:46
nothing converted or weak01:59:48
the date is inverted we are in no hurry01:59:50
rejoice and most likely and most highly01:59:52
Click through rate means what01:59:54
we didn't compose the text quite correctly01:59:57
announcements mean what if he01:59:58
high efficiency of all this is low02:00:01
nonsense we'll talk in more detail next02:00:04
an important indicator that helps us02:00:06
evaluate traffic in general and ours02:00:09
creativity is the bounce rate02:00:11
What does bounce rate mean?02:00:14
number of users who were on02:00:16
website as a percentage02:00:18
more than 15 seconds and did not leave the target02:00:21
actions yes, that is, they won’t say that02:00:24
you think that they are not interested02:00:26
they were not interested in the product02:00:30
what is on the landing page02:00:34
that's why the systems add vodka02:00:36
glaciers but here too there is an important02:00:38
moment we will talk about this a little more02:00:39
let's talk about what if you see what you have02:00:42
you are again a high indicator02:00:43
click-through rate here we are now more02:00:46
we will study indicators and we will do more02:00:48
understand how different they are from each other02:00:49
It depends very much, here you have Andrey02:00:52
high click-through rate for networks02:00:54
at the same time high failure that it can02:00:56
So I’ll tell you more about this02:00:59
Well, the most important indicator of quality02:01:02
which we evaluate advertising02:01:04
ad of course conversion rate02:01:05
but even the purpose of this ad is precisely02:01:07
make sure that the audience we02:01:09
Here are the benefits: inversion is the main one02:01:12
metric in an advertising campaign in general02:01:15
overall in percentage terms02:01:17
numerical ratio here are the tasks and02:01:21
show exactly how many applications02:01:22
was from this or that advertisement or02:01:25
build or other advertising campaigns02:01:28
now let’s just look at how it’s done02:01:34
maybe this can tell us something like this02:01:37
What signals do these indicators give us?02:01:39
in statistics what do we need to pay attention to?02:01:43
pay attention to an example of situation number02:01:45
one high city or high figure02:01:47
failures and low or absent02:01:51
conversion about what on mine it can02:01:53
say low-quality traffic and02:01:56
irrelevant creative, well, as a rule it is02:01:58
there might be a very similar thing here02:02:01
problems in two directions or we don't02:02:05
picked correctly02:02:06
incorrectly selected semantic02:02:08
core and appear too wide02:02:10
for example the audience or we are not correct02:02:13
we picked the creative ourselves, yes, that is, we are there02:02:16
we’re writing something that would be tense, not specific02:02:19
or incomprehensible, as was the case with02:02:20
flowers and due to this we have02:02:23
efficiency drops significantly02:02:27
Now there will be a short water break02:02:29
trees02:02:33
on the water finished let's move on here02:02:36
I hope this situation is clear, I think so02:02:38
that these are precisely the users who02:02:41
have already launched traffic to02:02:45
Yandex Direct yes this is the situation02:02:47
could collide02:02:48
situation number two high networks low02:02:51
bounce rate low conversion02:02:53
clicks well on the site sits well02:02:57
converted bad what we do in what02:03:00
problem means we're looking at the landing page02:03:04
page02:03:05
on objects and objects in general and02:03:08
usability stida how convenient it is02:03:10
how well does it reflect02:03:13
offer to the user and so on02:03:16
analyze the competitive environment and02:03:18
We evaluate search queries and also02:03:21
appreciate our cliff boy that is02:03:23
some conclusion is that traffic to the site is by02:03:25
ideas come good yes that is if02:03:27
refusals are low there and search query02:03:30
for example, pure does not mix there02:03:32
some traffic that is irrelevant for us but02:03:34
Moreover, it’s most likely not in an envelope here02:03:36
you need to look either from the point of view02:03:38
the products itself to what extent it02:03:40
competitively capable either in terms of02:03:42
the landing page itself to what extent02:03:44
it conveys well02:03:46
how well does it convey information?02:03:50
to the user and so on means the situation02:03:53
number three if you have high networks02:03:56
low bounce rate high02:03:58
conversion and high rate are not02:04:00
dialing here just often02:04:03
sometimes there is a problem in creativity because you02:04:06
then you are most likely faced with02:04:08
impulsive audiences02:04:10
epics heated up demand for goods means02:04:13
what is this even where you can02:04:14
this is often encountered, for example when02:04:18
in networks now this often happens if02:04:20
for example, once on your account if you have02:04:23
there will be an advertisement that will02:04:25
replete with information about discounts and promotions there and02:04:28
in general, that's what everyone is all about02:04:31
all sorts of such elements that02:04:33
usually a sauce to02:04:35
user more clicks on your02:04:37
creativity and if, for example, this is all true02:04:39
confirmed on the landing page02:04:42
these are the topics that are very important to02:04:44
designed for such impulsiveness02:04:47
they always have a very high percentage02:04:49
no calls or refusals of goods because02:04:51
what an impulsive audience she is like02:04:53
rule yourself so often video well here02:04:56
as if we are working with an offer that02:04:59
of course it doesn't happen very often, do it02:05:03
next we will try to do something more02:05:05
calm creativity to02:05:06
let's say less in the audience02:05:09
those who want to lull the profit right now and02:05:12
then change your mind and like this02:05:14
there is also a nuance, I won’t show you yet02:05:18
reports that help us evaluate02:05:21
just the quality02:05:24
ads already inside the report wizard yes02:05:27
now in the presentation you will see in detail02:05:31
how to place slices and columns02:05:34
what statistics will you see before this and02:05:37
then you can do it yourself later02:05:38
build their report master means if02:05:41
in the sections you select the advertisement number02:05:44
columns so far per click indicator02:05:46
click-through rate average cost per click02:05:48
bounce rate and conversion then you have02:05:51
I'll get a great report02:05:54
conversions and ad text02:05:56
this way you can see how02:05:58
your ad text is what it is02:06:00
located in the ad number column02:06:03
reacting yes to how he behaves02:06:05
auction on the market, that is, at what02:06:07
click on ads more often here in this02:06:10
option yes you can see what02:06:13
showing there for a specific ad02:06:16
much more than the others02:06:18
second option02:06:20
Accordingly, there are much more clicks there02:06:21
and, accordingly, conversions for it02:06:23
more you can also find the item which02:06:25
contains the smallest amount02:06:27
clicks and impressions can also be seen02:06:31
the highest failure rate but in02:06:33
in this case, here they are all within02:06:36
norms and so on, yes, that is, this is ours02:06:37
the most basic report where we look02:06:39
as far as our ad at all02:06:41
conversions or no versions either02:06:44
report on the location of the adhesive just for us02:06:46
will show which of the ad elements02:06:49
is the most popular for this02:06:52
we leave everything in slices, we leave everything in columns02:06:54
we select the same values in the slices02:06:56
Click here and here you go02:06:58
detailed statistics yes that is02:07:01
titles and links usually have02:07:05
the largest number of transitions like me02:07:07
already before that I said yes because02:07:09
they contain the largest highlighted02:07:13
quick links element02:07:15
are usually in little demand02:07:17
smaller and therefore placed very logically02:07:20
there is additional information there02:07:23
benefits for the user, here's the number02:07:27
phone right here it will be possible02:07:28
evaluate how your text goes02:07:31
ads by format will also be possible02:07:35
see this is very good for02:07:37
advertising on networks because if you are in02:07:39
slices select format and size02:07:42
images then you will see what to02:07:45
how graphic02:07:47
ad based on which of your graphics02:07:49
better format they click better02:07:52
show better conversion you do02:07:53
further up for you it will also be something02:07:55
Additional Information02:07:58
for example, if you manually started these02:08:00
formats were made in Photoshop, please pass it on02:08:03
are there any of these envelope formats02:08:05
from extremely bad have a high rate02:08:06
failures and it will be possible to simply remove them from02:08:08
advertising campaign and then this type02:08:11
you simply won’t receive traffic from us02:08:16
we've finally moved on to the results02:08:19
today's class yes she was02:08:21
quite dense but I hope that02:08:23
useful and interesting02:08:25
means that today we learned about02:08:28
basic principles of correct02:08:30
there is a lot of creative copywriting02:08:32
I talked to you today before02:08:34
I saw a lot of webinar02:08:37
questions related specifically to how02:08:40
write the ad text correctly02:08:42
you need to put it there, what to write about there02:08:44
for example, you shouldn't hope that what I'm on02:08:46
We answered these questions in great detail02:08:48
the first two parts of our presentation are like02:08:51
since we also devoted this topic to02:08:53
you learned how to highlight the main DPS02:08:55
keep creative it was practical02:08:56
part yes where we completely composed02:08:59
creativity that responds to the maximum02:09:01
landing page request and now02:09:04
you can write your own texts02:09:06
ads analyze results by02:09:08
I hope you came to the tracks of this webinar02:09:10
what this information was for you02:09:12
as helpful as possible and before I02:09:14
I'll move on to the questions and finally02:09:17
today's webinar I want you02:09:19
tell us about our course which02:09:21
called index about direct if then what02:09:25
I told you today it was useful02:09:27
and what’s interesting is that it’s actually not yet02:09:29
all because there are so many02:09:31
practical lessons that will help you02:09:34
just deal with it on your own02:09:36
profession specialist in contextual02:09:37
advertising if suddenly there is one among us now02:09:40
newcomers to the course we learn to analyze02:09:43
the needs of the target audience is the one02:09:45
afraid of just what we need02:09:46
to write creatively formulate02:09:50
unique selling point02:09:51
create attractive advertisements02:09:53
structure advertising campaigns02:09:55
run advertising work with different02:09:57
launch products step by step version02:10:00
search advertising retargeting work with02:10:02
audiences work with analytics and then02:10:04
there is already such a complex02:10:07
comprehensive course on the profession02:10:09
contextual advertising specialists02:10:11
professions Yandex Direct specialist02:10:12
You will also learn to find growth points and02:10:15
improve target coverage accuracy02:10:16
the audience of the course contains seventy02:10:19
seven lessons02:10:21
it takes place in the telegram channel you need02:10:23
will subscribe now link and to South Africa02:10:26
and now I’ll show you 15 modules and two02:10:28
difficulty level for beginners02:10:31
specialists and just for specialists02:10:33
who have already configured something in Yandex02:10:35
direct message02:10:37
by pointing your phone at the key02:10:41
if you watch squirt in the end02:10:43
eventually you will receive a link yes you can02:10:45
register for this course02:10:47
to the telegram channel and the most important02:10:50
I guess I didn’t have time to say this02:10:52
that it's free, yes, that is, it's not02:10:54
will cost no money you need02:10:56
just register02:10:57
go start going through these step by step02:11:00
lessons and learn learn profession02:11:03
contextual advertising specialist to02:11:05
now we were already complete02:11:07
colleagues means, now I’ll move on to02:11:11
answer questions02:11:13
I look in the chat if everything was clear02:11:16
set today's lesson02:11:18
please pluses there or leave them02:11:20
some feedback may be in02:11:23
comments here if there are any02:11:25
When passing questions, be sure to ask me02:11:27
I'll answer them02:11:31
so isn’t a refusal a visit of less than 15?02:11:35
seconds refusal this is a visit this is a user02:11:38
who was on the site for less than 15 seconds and02:11:40
didn’t perform the target action like this02:11:43
correct definition of this value02:11:45
what percentage of failures is acceptable?02:11:48
they ask in chat it’s very good02:11:50
question because02:11:52
it's all quite individual now02:11:56
I’ll explain if we work with you02:11:59
for example with landing pages and landing pages02:12:02
a one-page site, really02:12:04
there may be more users02:12:07
who were on the site for less than 15 seconds02:12:09
just because it's not very big02:12:11
the page is usually normal there02:12:15
I would call this an indicator of refusal02:12:17
15 to 20 to bots what is something if02:12:21
it's already02:12:22
site multipage date there it is02:12:25
the value may be about a little02:12:27
less but there is a nuance here that is very important02:12:30
what we really are is an indicator02:12:32
we analyze refusals on average for the hospital02:12:34
starting from your historical02:12:36
traffic that is, if you see what02:12:38
you have five advertising campaigns or 502:12:39
creatives and for example the highest02:12:42
the failure rate there is 23 and the most02:12:44
low there it's 7 then it's logical what's there02:12:47
indicators 23 even though he is in02:12:50
within the norm you need to go and look at02:12:52
what is the problem there, yes, that is, as it were02:12:54
because he stands out statistically02:12:56
it is statistically higher than the average02:12:58
hospital for this product that's why02:13:00
I probably don’t really like it here at all02:13:02
some exact numbers there 20 well 1502:13:06
it’s bad there conditionally because everything02:13:08
quite a nuance of Ravana but that’s how it is02:13:10
So I would answer this question like02:13:13
and gave specifics but seemed to explain02:13:16
that there are still nuances02:13:19
so so so so so so02:13:23
when testing through experiment02:13:26
you need to create two advertisements02:13:28
campaigns with different02:13:30
advertisements02:13:31
here it can be either in02:13:35
as 2 advertising campaigns, but02:13:37
regarding announcements, it is necessary that is, with two02:13:39
different ad elements here in02:13:42
in this case it will be more correct02:13:45
answer to question02:13:49
so thank you very much for the feedback02:13:52
communication on today's webinar is very02:13:55
very nice and receiving02:13:58
so I don’t have access to a cut and adhesive place02:14:01
what to do it does not work with all parameters02:14:03
incompatible yes yes yes I'll come back to02:14:07
click location and that means it has a nuance02:14:11
if I'm not mistaken what if you choose02:14:14
here you select the value of impressions02:14:17
then instead of clicking it is not available02:14:20
Please note that I also turned onto02:14:22
slide there is such a circle with02:14:24
question mark if you're there02:14:26
on the video chat everything will be written there02:14:27
parameters with which he is not friendly02:14:30
who are not friendly with this meaning, I definitely02:14:32
I remember about the shows and in my opinion I remember02:14:35
please ask if I'm not mistaken here02:14:38
It’s better, of course, to point and show at all02:14:40
everything he is not friends with is highlighted02:14:42
Karina is now in gray color02:14:44
the screenshot is more accurate, so I think what it is02:14:46
will be the correct answer02:14:49
to this question02:14:50
moving on02:14:53
so there will be more webinar broadcasts02:14:56
I definitely hope so02:14:59
Well, more precisely, I don’t hope they definitely02:15:02
there will be today's webinar by the way02:15:06
students of the course as far as I know too02:15:09
will send so this is another plus to be02:15:12
in the community02:15:13
specialists who study Yadex02:15:15
direct because everything is the most delicious02:15:17
we send the most interesting things02:15:19
naturally there yes of course02:15:22
So02:15:25
so failures on the page in all.biz02:15:28
indicators02:15:29
indicative so need specifics02:15:33
it will probably be so hard to watch02:15:35
answer well, that is, in general02:15:37
blister from is a third party resource02:15:39
naturally yes, that is, they have their own02:15:41
some internal metrics are needed02:15:44
just see which ones so far02:15:46
failures are about what's in my02:15:49
presentations were specifically about refusals02:15:52
within the Yandex system02:15:54
direct a02:15:57
what are the conversion rates for networks?02:16:00
adequate and again the exact value is 6 i02:16:03
I will now I will how to say this02:16:06
vary your answer like a typical speaker02:16:09
So what about the indicators?02:16:12
click-through rates about networks if we02:16:14
We’re talking to you about search traffic02:16:17
can be considered good indicators02:16:19
for example there is a value from ten to02:16:22
fifteen conventionally is so huge here02:16:25
the number of nuances is that here I am now02:16:26
I'll tell you all of them about the conclusion you draw from this02:16:29
as they say, what you can means in02:16:31
first if we are dealing with branded02:16:33
traffic, that is, this is a branded shoot02:16:34
who is there as a rule02:16:35
click through rate will always be high02:16:37
for example there are more than 20 if we have02:16:40
for example, with an advertising campaign where02:16:42
you as a hypothesis dough verses02:16:45
some cold audience in nature02:16:47
broad semantics then indicator02:16:49
click-through rates will generally be lower02:16:51
something around 6 7 percent roughly yes02:16:54
this and so on, that is, everything will be02:16:56
depend very much on these02:16:58
internal nuances therefore to say that02:17:00
which is absolutely 15 and not a step in02:17:03
side and so on it probably won’t be02:17:05
That's quite correct of me02:17:08
I probably would have answered this one somehow02:17:10
question about indicators02:17:12
clickability in networks there is such02:17:14
the nuance is that in general there is always02:17:17
small because it's so huge there02:17:19
number of impressions because advertising02:17:21
Yandex network contains a large number02:17:24
platforms are different in themselves and therefore02:17:28
there is a click-through rate02:17:29
the rule doesn't keep up with impressions02:17:31
so there we are you will see this02:17:34
click through rate what's up 01 0202:17:36
03 07 07 this is good and this is already very02:17:39
ok that is02:17:41
the click-through rate in networks is one02:17:43
Russia's percentage is something like that02:17:47
some super free hot offer02:17:50
or something else for sure it is very possible02:17:52
It's rare to see something like this02:17:55
answered about still in conversion you02:17:58
asked about the conversion what was it02:18:01
more than better but there's probably more here02:18:05
Here’s a nuance I’ll highlight, for example:02:18:08
when we deal with media planning for02:18:10
some niche and at the same time you are not quite02:18:13
Do you understand what indicators there may be?02:18:15
conversion spilled cold launch02:18:17
the client has never done anything02:18:19
set the pessimistic value equal to02:18:23
two dash three percent again in02:18:25
depending on the niche that's how it is02:18:28
Ravana's nuance is what is so difficult02:18:30
reveal some meaning and that is02:18:33
it also depends on whether you close it02:18:36
on the landing page if it is direct02:18:37
purchase yes and if it's there for example02:18:41
not not a consumer product then there02:18:43
normal conversion may be02:18:46
one percent if on the contrary it is a product02:18:48
widespread demand then there will be higher if02:18:52
you are closing for the first free lesson02:18:53
or for the first visit then you have02:18:55
conversion could be five six seven02:18:56
percent even if it's simple02:18:59
free webinar even yes here's how02:19:01
today we are sitting on free02:19:04
webinar that is, if we have an indicator02:19:06
conversions there are also based on paid traffic02:19:07
would be taller because mom is for that02:19:10
you don't need to register for this02:19:12
spend money but only your own02:19:14
own resources in the form of time for what02:19:16
we are very grateful to you that's why02:19:19
Ravana's nuance is all very simple on02:19:26
so where does Dmitry index sit behind mine?02:19:31
my back and everything tells me sushi02:19:33
maybe02:19:34
so what are the nuances for texts in02:19:37
retargeting and oh, there are actually a lot of them02:19:41
a lot but I’ll probably highlight it myself02:19:43
basic that is, what is it anyway02:19:47
retargeting and initially for those who are not02:19:49
knows this work with an audience that02:19:51
Bulan and your landing pages are already02:19:53
Well, accordingly, yes, we try with02:19:57
using retargeting in their advertising02:19:59
campaigns to bring them back there again yes02:20:01
for example, you can run retargeting by02:20:04
to those users who added the product02:20:06
to cart and02:20:07
did not complete the purchase and even in that case02:20:10
your text should be adapted to02:20:13
this audience should usually02:20:15
contain information about what hello02:20:17
this has added the item to the cart, come here02:20:20
you get a discount but this is of course very02:20:22
basic exaggerated example but probably02:20:25
the main thing is that retargeting should02:20:26
be adapted as much as possible to that02:20:29
the audience you are working with this02:20:31
massage that you want to convey to them02:20:33
because retargeting audiences02:20:36
audience when they already bought it from you yes02:20:38
there is also such a typical type02:20:40
retargeting work with the audience which02:20:43
You have already made a purchase here text02:20:45
there must be advertisements02:20:46
equipped with some additional02:20:48
buns or shelling there for that02:20:51
what to work with this audience02:20:53
that is, it all depends on the tasks02:21:00
so if advertising leads to the shaft, take the season02:21:04
Will there be statistics on failures?02:21:05
rather indicative of such statistics02:21:08
we won't be correct at all02:21:10
because the bounce rate is taken from02:21:13
analytics systems yes, that is, from a given02:21:15
Yandex metrics in this case is logical02:21:19
assume that you wear a pre-trial detention center to the ball02:21:20
probe like this are third party resources we do not02:21:23
we can install Yandex metrics and02:21:25
accordingly up to the bounce rate02:21:28
also cannot be considered correctly if02:21:31
Of course we didn't have any02:21:33
integration for which I don’t hear02:21:36
if the service you need is advertised02:21:39
very rare and what a network of aura but02:21:41
acceptable for Sergey to answer02:21:43
I'll need you to answer this question02:21:45
understand how many impressions and02:21:47
there is generally demand in this niche02:21:49
because for example it can be assumed02:21:53
date what if you are advertising something what02:21:55
does not have high demand has little02:21:57
number of impressions and some kind of narrow02:21:59
the audience on networks, on the contrary, will be high02:22:01
because02:22:02
showing doesn't give much02:22:04
Accordingly, there is not much demand either02:22:07
a lot of corresponding competition rather02:22:08
not very much in total further so on then02:22:11
On the contrary, it may be a high indicator02:22:12
click-through rate or it can be very02:22:15
low just because it's this02:22:17
the audience is very small and you have to02:22:18
advertise for some reason02:22:19
additional questions for inquiries here02:22:22
I probably need something more specific02:22:23
look02:22:26
so I don’t see any more questions and no more02:22:31
they didn't send me anything else like this02:22:35
case, I think what we can do with you02:22:37
I want to end today's webinar everyone02:22:40
say thank you so much for02:22:42
participated and asked interesting questions02:22:44
and in general, I was at this webinar today02:22:47
I really hope that it was useful to you02:22:49
that you can apply all this in02:22:51
in the future, thank you very much again and02:22:54
See you at the next webinars and look forward to02:22:57
goodbye to you on the courseDescription:
Вебинар о том, как составлять кликабельные тексты для объявлений разных форматов и выбирать лучшие из них. Вы узнате: - Как писать тексты объявлений, которые точно донесут до пользователя суть вашего предложения и помогут решить задачи бизнеса. - Как проводить A/B-тестирования текстов объявлений. - Как оценивать и анализировать эффективность рекламных текстов. Спикер: Елена Кошелева, эксперт Яндекса по обучению Другие вебинары лектория Яндекс Рекламы вы можете посмотреть в нашем плейлисте: https://www.youtube.com/playlist?list=PLjEKjSpX1kHXWmg5JecTh0qic9YW8T5OB 00:00 - заставка перед началом 01:25 - вебинар
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