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00:00:02

[music]

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hello everyone, in this video I’ll tell you

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about the top popular mistakes that we

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can make when

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designing advertising campaigns,

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let’s start with the mistakes that are most

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often created, this is how they can be

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eliminated, firstly, if you and I

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set up advertising for the company, we are a business

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how advertisers are aimed at some

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targeted action, we want to receive

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registration, we want to receive applications, we want to

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get installations or new clients, and it is

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very important for us to understand at the start

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how correctly our

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analytics system is configured, we need this for two

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things, first, we want to work with you in the future

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analyze our security

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company with this, see how much

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money you spent and how many applications you received, how many

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sales we took into account, how many

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registrations we received, and if we either

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do not have the analytics system configured or it is

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configured incorrectly, we will not be able to

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do this and make a decision on

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whether it is necessary to to scale, therefore, the

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first most important advice is to check before

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launching advertising how many of our

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analytics systems are configured correctly to what extent

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our goals are transmitted correctly, in addition,

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goals help us optimize

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our company; when we start a

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company in the wizard, we can select the

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goal for which the

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advertising system will be optimized if we remove

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registration or select an application from if

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we remove the cart then the advertising system

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will try to show our ad to

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those people who are more likely

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to perform the target action,

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so we help the explicitness of the direct to

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bring us those people who will

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be the target, but we cannot

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do this in any way we just don’t have goals set up,

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so setting up goals and

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analytics systems is a basic step that

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really needs to be done in advance before launching an

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advertising campaign. The second piece of advice is this

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story is about calculating our economy, because

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even when we start an advertising campaign with you,

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we indicate how much we are willing to

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pay for the chains and if you and I will not

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calculate correctly, now instead of 400

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rubles we will put thousands of rubles,

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then we have a risk that our

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company’s advertising will not be profitable and

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this we must first calculate

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the metrics of our business, we remember that when

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you calculate meters in a session,

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we calculate meters in the steppes and you are the

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maximum allowable value we

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indicate in the advertising account, if we

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set the numbers incorrectly, then at

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the start we will damage the economy of our business

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and most likely either the traffic will be very

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expensive or the targeted actions will be

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very expensive, so we calculate the

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targeted actions, calculate the economy

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and correctly substitute the figure that

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our business is satisfied with the third piece of advice: this

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work with semantics, if you set up

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this company manually, then you

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have the opportunity to specify

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specific phrases for which

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your advertising should be shown,

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but if you specify very broad phrases with a

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very abstract phrase, for example, a cake,

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for example, a confectionery shop, for example, an order, these are

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too broad phrases if we

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really want to indicate the phrases for

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which ours should be shown there, then we

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need to strive to narrow them down to a specific

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target action buy a cake order a

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cake order a dessert or buy a dessert

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such phrases will allow us to attract his fervor to

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the audience, that is, the audience that has a

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higher conversion of purchase because in the

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opposite case if we simply indicate

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just cakes or indicate a request for eclairs, we

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will come across users who, for

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example, just wanted to download, understand

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the recipe, or who just want

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to see how to make an eclair in this

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way.

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these queries are the words

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buy with the word price the word delivery

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so we will show our

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advertising only to those people who are

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more likely to leave the target

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action and there is a high risk our

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economy will converge fourth tip is,

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of course, working with our ads

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because when we import an advertising campaign

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from us it is possible to indicate a picture,

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we have the opportunity to show text,

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indicate a description, and it is important for us, first of all,

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to understand what advantages we have, what

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our competitors usually say in advertising,

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we can look at what the ad looks like

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in advertising, which is usually an

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advantage in our industry, to understand

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our strengths sides why exactly

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they will buy and it is important to experiment we

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indicated several headlines they said not

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what kind of picture we launched the campaign

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looked at the result and if we saw

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that the results were unsatisfactory and

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yellowish, then this is a reason to

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replace the headlines, replace the text and

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note the pictures and strive to ensure

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that we have an ad more

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clickable so that the ad gives a

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better conversion, that is, our task is to

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constantly experiment with texts

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with pictures with descriptions, and this is

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a true fact that can improve the quality of

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our ads and, as a result, reduce the

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cost per click and even increase the

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user’s conversion along the funnel,

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so regular work with texts with

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heads with pictures this is one of the

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key criteria for success in the master of the

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company and the last final piece

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of advice is better, many advertisers

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focus only on the advertising channel

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only works channels work with

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texts experiment with headlines

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select semantics but at the same time completely

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forget about what the funnel looks like, what

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the site looks like and what conversions in your

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product, because we have already studied with you that

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the higher the conversion along the funnel, the

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higher the conversion into an order; the higher the conversion into

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registration, the lower in the end we pay

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for the final action, but that the higher

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the conversion, the lower the steps, the lower the

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session, which is why we need make sure

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how well our landing pages are

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adapted to mobile devices,

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how good is our conversion there, isn’t the

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conversion on mobile devices much lower

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than on computers, how

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convenient our registration form is, how

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convenient our catalog is, and so on, that is,

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regular experiments with our website with

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our the torture page is the key to

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growing conversions along the funnel, and we

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already know that the higher the conversion, the

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lower the cost of attraction, because there are niches

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where powerful, great, very cool,

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we launched a campaign, we look at the queries

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for which the advertisement appeared, these

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queries very clearly describe the behavior of the

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finger, we don’t we can say that those

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requests are bad, but at the same time they end up

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on our website; we just have low conversions

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on the site and it happens that a bad

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result is not the result of the channel or not the

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result of the specialists who set up the

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advertising; it’s just that the conversions in our

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project are much lower than the conversions in the

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market than converse of our competitors,

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therefore, regularly working on the product with

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the site, it improves conversions, this is also

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the key to improving the results

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of companies, we must not forget that

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the channel never in life works in

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isolation from our product from landing

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on our site

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[music]

00:06:46

this is how it exists five key

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tips that I can give you the first

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tip is to check your analytics systems

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to check that all your goals for the funnel are

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configured Wednesday 2 will calculate in advance the

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acceptable metrics for the funnel meter for the

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session metric of the steppes metric of your strength

00:07:04

after that it is important for us to select more precisely the

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keywords if we decide

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to build a company on our own, we do not

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choose those keys that are very

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broad, for example the key cakes or the key

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desserts, we choose those keys that have a

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clearly expressed intention besides this. 4

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advice is, of course, working on

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ads, working on texts, working

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on descriptions and headings, because the

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better, the more attractive ours are phenomena, the

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higher their faces were carried out as a result, the result

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and the last piece of advice is to work on the

00:07:35

product funnel, because the product never

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works in isolation from the channel, if

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our product conversions are growing, then we

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can afford to pay more and more per

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click, pay more for the target action

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and how consequence of getting more clients

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in this way, these five tips will allow

00:07:50

you to better launch companies and better

00:07:53

manage their results thank you

00:07:55

very much for watching our videos

00:07:57

subscribe to our channel like

00:07:59

comment ask questions you

00:08:01

will be very happy our questions

00:08:03

answered get your feedback and

00:08:04

we really want that there were cool ones in your advertising

00:08:06

campaign and so that you can

00:08:08

manage them better, so like,

00:08:10

subscribe and bye

00:08:13

[music]

00:08:16

[applause]

00:08:17

[music]

Description:

#ЯндексПроДирект В этом видео мы поговорим про самые популярные ошибки при настройке рекламных кампаний и как их можно избежать. Спикер - Максим Епифанов, руководитель команды привлечения в Яндекс Практикуме. Предыдущий урок "Инструмент сводки в Яндекс Метрике" - https://www.youtube.com/watch?v=1xnih73UDUY Все видео из курса Яндекса про Директ для новичков доступны по ссылке - https://www.youtube.com/playlist?list=PLjEKjSpX1kHW1Sfl8prO3Gsr8DhDbROtE Остались вопросы? Зарегистрируйтесь на сайте курса, чтобы получить дополнительную информацию и ответы на свои вопросы - yandex.ru/promo/events/education/pro_direct Подписывайтесь на официальный канал "Яндекс Реклама | Обучение", чтобы быть в курсе новостей о рекламных продуктах Яндекса - https://www.youtube.com/c/YandexADV

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