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яндекс

яндекс директ

реклама яндекс

метрика

аналитика

директ

Как завести кампанию в директе

Как правильно сделать рекламу в директе

Реклама в директе

яндекс про директ

директ для новичков

как настроить рекламу в директе

контекстная реклама

курс про директ

обучение директу

как создать кампанию в директе

настроить рекламу в яндексе

рекламные блоки в директе

текстово-графические объявления в директе

тго в директе

яндекс обучение директу

курсы от яндекса

00:00:02

[music]

00:00:03

hello today we’ll talk about what

00:00:06

targeting criteria are used to

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promote text and image

00:00:10

ads in Yandex director shopping campaigns,

00:00:17

as in the master and companies in you are the head of the

00:00:20

company, key phrases are available

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to show ads to those

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users who enter

00:00:26

relevant search queries or

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topics users who have

00:00:31

suitable interests and who visit

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suitable pages with relevant

00:00:36

content for these key phrases; however,

00:00:38

in trading companies, key phrases are

00:00:41

given much more attention;

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firstly, key phrases are usually divided

00:00:45

into separate companies according to the principle one

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company one category of semantics;

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secondly, where advertisements are placed on

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searches, advertisers can use

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special characters to refine

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queries for their key phrases, just like

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in the company master,

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auto targeting is available in your company; however,

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unlike the company master, here auto targeting

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is optional for

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placing ads on searches; in addition,

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advertisers have five categories available for searches

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auto targeting that

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determine the type of search queries of

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users and advertisers can

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independently choose which categories

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they are interested in and for which they should

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display ads, but what is not in the

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company master is an

00:01:30

interest target in a pumpkin about the company

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advertisers can choose from the

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proposed list the appropriate interests

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that determines the desired target

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audience in order to show this

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audience your ads in the

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Yandex advertising network; another technology that is

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not available in the company’s master but is

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available in the text-graphic company is

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retargeting; this technology

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allows you to collect users according to

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some given criterion into an audience

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in order to display advertising in the future

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exclusively to this audience,

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the most common example of using

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this technology is displaying ads to those

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users who have already been on the

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advertiser’s website. Primarily,

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retargeting is used in the

00:02:14

Yandex advertising network in order to catch up with

00:02:17

users who have already viewed

00:02:19

any goods or services but have

00:02:22

not yet made a purchase, and in this In this case,

00:02:24

advertisers are trying to return the

00:02:26

user and convince him to still

00:02:28

take the target action;

00:02:30

however, not only can

00:02:32

this technology be used in the advertising network, but also

00:02:35

for searches, in this case, retargeting

00:02:37

can be used to adjust

00:02:39

bids in order to show the ad as often and as high as possible to

00:02:43

those users

00:02:45

who enter in the retargeting audience,

00:02:47

as in the company wizard, in a trading

00:02:50

company, you can select the

00:02:52

user’s location, you can select a country,

00:02:56

region, city, and even a radius; however, the

00:02:59

company is distinguished by an option for advanced

00:03:02

geographic targeting that can be

00:03:05

turned on or off, depending on

00:03:07

whether there is a need for it,

00:03:09

it works as follows: The option

00:03:11

allows you to reach those users

00:03:14

who are not physically present in the

00:03:17

region you have chosen but show their

00:03:20

interest in it, for example, through

00:03:22

their search queries where they

00:03:24

indicate this region while being in

00:03:27

some other region. As in the company master, the

00:03:32

ad display schedule setting is available in the tag,

00:03:33

but here you can adjust

00:03:36

the intensity more flexibly, showing dependences on the

00:03:38

hour and day of the week, for example, at some hours

00:03:41

it spins more strongly at others less

00:03:43

by means of adjustments, settings for gender,

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age and type of device are available both in the

00:03:48

company’s master and in that, however, there

00:03:51

are some nuances here, firstly,

00:03:53

advertisers may not exclude both

00:03:55

sexes when choosing an undesirable age,

00:03:57

for example, if you need to exclude only

00:04:00

men 2534, you do that and do not

00:04:04

include

00:04:06

women 25-34 at the same time. Secondly, advertisers

00:04:10

can choose which operating system of

00:04:12

smartphones and ios or android suits me

00:04:16

instead of excluding both

00:04:19

option and third, advertisers can

00:04:21

adjust the intensity of

00:04:23

ad impressions for this section through

00:04:26

adjustments, for example,

00:04:27

show an ad a little more often to men

00:04:30

aged 25-34 who log in from

00:04:33

desktops than to other users. In addition,

00:04:36

in a trading company you can

00:04:38

upload your own audiences

00:04:41

collected on the basis of your customer contact database.

00:04:44

based on this base, in addition to everything

00:04:48

else, create similar audiences,

00:04:50

which are also called look-alike and

00:04:52

the same look-alike can be applied to the

00:04:55

retargeting audience,

00:05:02

let’s summarize the possibilities of reaching the

00:05:05

target audience that were available

00:05:07

in the company’s master are available in

00:05:09

full and in that company however, in

00:05:12

most cases, in that company they

00:05:14

receive a more detailed study, which

00:05:17

allows them to more accurately approach reaching the

00:05:19

target audience, while you are ready,

00:05:21

the company has a whole set of

00:05:23

specific criteria for reaching the target

00:05:25

audience such as audience of interests,

00:05:28

retargeting audience and look-alike

00:05:32

[music]

00:05:35

[applause]

00:05:36

[ music]

Description:

#ЯндексПроДирект В этом уроке мы поговорим о том, какие критерии таргетинга используются для продвижения текстово-графических объявлений в ТГО кампаниях Яндекс Директа. Спикер - Андрей Дёмин, эксперт по обучению контекстной рекламе в Яндексе. Дополнительные материалы - https://disk.yandex.ru/showcaptcha?cc=1&mt=218F18025DA70F882F2944EAAA7C9AEE744B3B06ACF6DC014BD4AD93D6FB85464AFA0E8313F3FA8934EC619625DDA73DD28FB98CF3ED0C7C4D1A010B1CDD14B7AB03E40D2E72AD906EE3209E6DF93F310091064ABE8A62B992EFC5884A6F8C9BF25EBAF263D70ED68CC7F377CE74431556AF72E3F6948AD55E57E7F3BF504035D391B37C339A6C3D3B441CE279E709435A47BA2A3BF9FD0516AB0423A48240DD25C7FB7D0D6A86A9446442CAB5E4003991D67098A3C6E3C65D3F3C1E30CC6153DE79E74B0E35904E8D17E5C7B622A15265D9B6A40B5CBE14E2C6A7&retpath=aHR0cHM6Ly9kaXNrLnlhbmRleC5ydS9pLzgwZHJVcU4tZFExd2FnPw%2C%2C_bdbd050b46983c67968713c297c07be5&t=2/1714401280/0d7d3a9fe4c41649ff1eb6040f5cc5da&u=c4d85b12-a2f9200e-d1ac3aa1-707bdcca&s=0228fa5e29e7d2a296d213f46da0c330 Предыдущий урок "Объявления" - https://www.youtube.com/watch?v=R47oBTxAwfY Следующий урок "Структура аккаунта" - https://www.youtube.com/watch?v=B-9oGkPqcWs Все видео из продвинутого курса Яндекса про Директ доступны по ссылке - https://www.youtube.com/playlist?list=PLjEKjSpX1kHV3SDi9hcBaMlPpnyaIDzgC 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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