Channel connection

To connect Yandex.Direct in your Roistat project, use.

You can connect several Yandex.Direct accounts, and each of them will have a separate channel.

After connecting the channel in the Rates Managementall advertising campaigns of the connected Yandex.Direct account will be displayed.

Initial setup of bid management

To enter the sectionRate management select the appropriate item in the navigation panel on the left and in the menu that opens, click on the name of the desired advertising channel:

All you need to do for the initial setup is to specify the optimal amount per click that you are willing to spend ( Write-off price) and choose a strategy.

Selecting a bet

You must specify the optimal amount per click, which you are willing to spend on keywords in this campaign. To do this, open the tab Campaigns:

The value is indicated in the table in the field Write-off price and is saved automatically after input.

After entering a value in the field Write-off price the corresponding CPC will also change in your Yandex.Direct account.

To view the Roistat hint with a table on the recommended values ​​of the charged price and the corresponding traffic volume, place the cursor in the amount input field:

The table displays the following data:

Choosing a strategy

You need to choose a strategy for placing your ads. To do this, open the tabCampaigns.

In the table for the required campaign in the columnStrategy in Yandex.Direct press the star button. In the menu that opens, select the appropriate type of strategy and save your selection using the buttonChoose a strategy :

After pressing the buttonChoose a strategy the campaign strategy will also change in your Yandex.Direct account.

Rate management uses Yandex strategies, and at the same time, the system tries to place your ad in the most advantageous position.

How it works:

With the transition from placement positions to traffic volume, Yandex left the approximate ratios of traffic volume and display positions so that advertisers could orient themselves when setting bids:

Highest available position (5 *)

This strategy uses all available traffic reaches, which corresponds to attempts to place at the highest available position in blocks"special placement" and "guaranteed impressions".

Display in the blocks "special placement" and "guarantee"(4*)

This strategy depending on the set write-off price tries to fight for bids corresponding to the traffic volume not exceeding 65. Which corresponds to the last position of the "special placement" block or the highest available position in the "guaranteed impressions" block.

Display in blocks "special placement" and "guarantee" at a minimum price (3 *)

This strategy, depending on the set write-off price, tries to compete for bids corresponding to the traffic volume of 65 or 5. Which correspondsthe last position in the "special placement" block or the last position in the "guaranteed impressions" block.

Display in the "guarantee" block (2 *)

This strategy, depending on the set write-off price, tries to compete for bids corresponding to a traffic volume of less than 10. Which correspondshighest available position in the block"guaranteed impressions".

Display in the "guarantee" block at the lowest price (1*)

This strategy, depending on the set write-off price, tries to compete for bids corresponding to the traffic volume 5. Which correspondslast position in block"guaranteed impressions".

Betting mechanism

Let's consider setting a bet using the example of a 5-star strategy.

Roistat downloads information from Yandex.Direct about all possible traffic volumes, charged prices and bids for each phrase.

If strategies are selected that restrict placement (below 5 stars), then filtering takes place by suitable positions. In the case of 5 stars, all possible traffic volumes are taken.

For the 5-star strategy, the write-off price from the settings is taken into account and a segment from 70 to 100% of the set write-off price is taken. From the obtained values, the best ratio of the traffic volume to the charged price is calculated,that is, the lowest cost per traffic unit.For example, if the written-off price is equal to 100 rubles, the search for the optimal rate in the range from 70 to 100 rubles will take place.If 80 traffic volume costs 80 rubles, and 90 traffic volume costs 100 rubles, the position of 80 coverage will be selected, since it is more profitable.

For the received position, we get the bid in Yandex.Direct. Before that, calculations were made taking into account the price being written off, and not the rate. These values ​​may differ.

It is checked whether the found rate satisfies the limitations in the experimental capabilities (described above).

If it does, then the rate found in step 4 is set. If not, then the rate is set = write-off price * coefficient from the experimental possibility.

Bid priority

The bid is taken according to the following priorities: Write-off price of a word -> Write-off price of a campaign.

Restrictions in setting the rate from the charged price

Due to the peculiarities of the auction in Yandex.Direct, in some cases the price charged may turn out to be higher than the set value. However, on average, the price charged will be equal to the price you specified.

In order not to write off amounts that greatly exceed the cost to be written off in Bid Management, there is a restriction that the bid in the Direct auction cannot exceed a certain value of the cost to be written off. The figure below shows how you can navigate: what is the rate (1), and what is the charged price (2) in the Yandex.Direct interface.

By default, there is the following limitation: the rate cannot exceed the charged price by more than 200%. You can change this value experimentally:

Enabling Bid Management

Then you need to enableRate managementby moving the switch next to the name of the required campaign to the right (in the columnStatus):

From the moment of inclusionRate managementit can take on average one to two hours before the first changes on Yandex search pages. This is due to the fact that the Yandex.Direct system changes ads with a delay.

You can use the Bid Management tool from Roistat and the Bid Adjustment tool from Yandex at the same time. In the case of simultaneous use of the tools, the Bid Adjustment from Yandex is applied to the bid established by the Office Roistat rates.

Example initial setup

For example, for a campaignBranded - Search - Moscow you are ready to spend 7 rubles.

According to Roistat's calculations, this amount is enough to get 10 traffic volumes, which corresponds to the 1st place of guaranteed impressions:

If this suits you, then enter the amount from 4 to 7 rubles.
This meaning Written off price consistent with the strategy2 stars... Click on the button for choosing a strategy and check the description of this strategy in the drop-down menu:

We save the strategy and turn on Rate management.

Switching from Rmax to the write-off price

Now in the settings you set not the maximum bid, but the price to be written off. Often, at high rates, the write-off price can be significantly lower than the rate. Previously, you set the maximum bid per click, now in the Roistat interface you control the target cost of a click. This allows your ads to rank higher.

If the price to be written off is not filled in, then the previous value of Rmax will be taken for it.

Additional features

Campaign management

When you enter a section, a tab opensCampaigns.

On this tab, you can:

Bid management for specific keywords

You can set the value Written off price both for all keywords of the campaign (see p.), and for each of them separately.

To ask Written off price for keywords individually, click on the campaign title. On the page that opens, in the table of keywords, specify the desired values ​​in the column Written off price ... The value is saved immediately:

To cancel the entry of the new value, press the buttonin the same column.

Viewing campaign statistics

Customer management collects statistics on advertising campaigns from Yandex.Direct and Analysts Roistat and tabCampaignspresents it as an interactive table.

The table displays the following information:

s assignmentAverage rate by keyword campaign from Yandex.Direct;

• 10 business metrics valuesAnalysts Roistat: Visits, Expenses, CPC, Conversion to applications , Applications, CPL, Sales, CPO, Profit and ROI:

In addition, you can view more detailed campaign statistics for each day of the selected period. To do this, click on the arrowto the left of the campaign name:

Also, when you click on the iconThe corresponding summary statistics for keywords and ads will open next to the campaign name:

The table that opens lists all the statuses of the keywords and ads in the campaign. Each of them displaysthe current number of and percentage of total clicks.

In this table, you can see, for example, the number of active words or stopped ads for a particular campaign. This is necessary if the number of ads is large and it is rather difficult to figure out which of them are stopped and which are not.

Statistics view control

You can customize the followingview optionscampaign statistics:

Select the time period for which you want to view the values ​​of the indicators:

To do this, click the required button above the chart:period selection button (when clicked, the calendar opens),Today , Yesterday , A week , Month , 3 months ;

Filter campaigns by status in Yandex.Direct Active /Stopped :

To do this, click the corresponding button in the right upper corner tabs;

Filter campaigns by type Search / Context:

To do this, press the buttonEverything , Search or Context above the table;

Filter campaigns by name:

To do this, enter text in the search box:

Controlling ads with low CTR

Index CTR(from the English. click-through rate- click rate)allows you to evaluate the effectiveness of key phrases. Thanks toCTR controlyou can automatically disable those key phrases that are ineffective for your business.

To use this function, go to the tabCTR control:

Step 1.First, you need to configure the following parameters:

1. Lower CTR threshold- Key phrases with a CTR below the specified one will be tracked. The value is indicated in the field after the words: Track CTR Less;
2. Lower threshold of impressions- the number of key phrases impressions required to be triggered CTR control... The value is indicated in the field after the word after;
3. - set this flag if you want ineffective phrases to be disabled automatically:

The settings are saved with the buttonSave settings .
Step 2.After setting, you can turn onCTR controlby moving the switch of the same name to the right. In the lower right corner, you should see a system message about turning onCTR control:

Step 3.Follow the workCTR control.

The report on its work is displayed in the blockDevelopments in the form of a table:

The table contains the following information:

date- the date the key phrase was triggered;

Phrase- a keyword with a low CTR;

In the campaign- the name of the respective advertising campaign;

CTR- the value of the CTR at the time of triggering CTR control;

Impressions- the number of impressions at the time of triggering CTR control;

Clicks- the total number of clicks on the phrase at the time of triggering CTR control;

Event- current phrase status:

• Disabled- the phrase has been disabled because flag was setDisable phrases with low CTR automatically ;
• Empty field- the phrase got into the table, because meaningCTRand the number of impressions met the configured conditionsCTR control... But the phrase was not disabled, because flagDisable phrases with low CTR automatically Has NOT been installed.

With these statistics, you can find out which of your ads are performing poorly.

Automatic bid optimization

The Optimizer quickly raises the maximum CPC, which allows you to trade in a wider range for a given strategy. Hemonitors campaigns that showROI and Conversion to applications not lower than the established thresholds, and increases their rates. The frequency of this process depends on the trading activity for a particular keyword.

Bid management updates information on Yandex.Direct campaigns every 5-15 minutes. The frequency depends on the number of keywords in the campaign.

To configure, open the tabOptimizer setting and set the following conditions for changing rates:

1. Indicator value in percent:ROI and / or Conversion to applications If the ROI of the campaign is higher ;
2. The period for which the indicator will be monitored. The value is indicated in the field after the words:for the last;
3. The percentage you want to raise Write-off price ... The value is indicated in the field after the words:increase the written-off price by .

To disable one of the conditions, set the value Written off price equal to 0 .

The conditions for automatic bid optimization are saved using the buttonSave.

Automatic bid optimization is enabled / disabled on the tabCampaigns... To enable or disableOptimizerfor any campaign, move the switch in the column of the same name to the right or left, respectively:

If as a result of automatic optimizationROI or Conversion to applications drop so much that it turns outbelow the set threshold, then Write-off price will return to the previous value, because the campaign will no longer be eligible for optimization.

If a campaign meets both conditions, then only the larger of them will work. If only one condition is met and the other is not, the rule will be triggered.

For example, you are configuringOptimizerin the following way:

• if ROI campaigns> 10% in the last 10 days, increase Write-off price by 50%;

  if Conversions to applications campaigns> 8% in the last 7 days, increase Write-off price by 30%.

In this case, if at some pointROIcampaign will turn out to be 11%, andConversion to applications - 9%, then the CPC will be Write-off price + 50%. If in the future ROI or Conversion to applications will remain within the values ​​specified in the Optimizer settings, it will remain equal Write-off price+50% ... If these indicators are lower than the specified ones, the value Written off price will return to the original.

note thatOptimizerdoes not provideconditions when the bid can be automatically placed below the initial value. This is a deliberate step, this is our strategy.

First, it makes the mechanism reliable and secure.

Let's consider a situation when, for some reason, your CRM integration breaks down or there are some other data problems. In our case, the optimizer will simply not increase the bid once again, and that's it. That is, there can be no damage in principle. In case you set up a downgrade, there would be direct damage.
Second, this mechanism still leaves you with the option to specify a lower default rate (i.e. baseline) and a higher growth percentage for profitable campaigns. However, a low rate is rarely beneficial. If your ads are in dynamics with a low rate, then they will not be able to become profitable. In this case, the click, of course, will be cheap, but there will be no clicks. And, accordingly, there will be no orders with a profit. As a result, the strategy of automatically lowering the rate will be deliberately unprofitable.

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Many advertisers are sure that advertising specialists after launching advertising campaigns do not do anything there - they just sit, count the number of clicks and spend their money, spitting on everything else and never returning to these campaigns. Oh, if only.Optimization of Yandex.Direct advertising campaignsshould be done regularly, only then the advertising will be effective and generate income.

Today I want to tell you what happens to an advertising campaign after you have pressed the magic "Start" button.

Backing track

It would seem that the campaign has been launched, there are impressions, clicks too, but the conversion is a little lame, or in general there are a lot of impressions and few clicks. The first thing that comes to mind is to check the requests for which ads are displayed. To do this, go to the "Direct - Summary" report in Metrica:

and select the appropriate groupings that interest us:

In this case, this is a slice by campaign, ad, keyword from Yandex.Direct and search phrase for which the ad was shown:

For example, in our campaign there is a query "makeup school". Having built the required report, we see that our ad was shown not only for the query "makeup school", but also "why is it impossible to make up for school." In this case, the words "why", "not" are necessary add as to the phrase or the whole campaign in general.

Why is this needed? Wordstat statistics are constantly updated, users are constantly generating new requests that are not in the system and which you could not even think of. Therefore, you do not need to think that, having eliminated everything once and for all, you will no longer have to return to this.

Evaluating your ad positions

If it seems to you that you are not getting enough traffic, you need to look at exactly where your ads are shown - in a special placement or in a guarantee. To do this, you can go to the standard reports in Yandex.Direct and check the boxes that you need, not forgetting to click in front of the "Position" slice. As a filter - "Site type" - "Search".

Why is this needed? You can estimate how often you lose by. Perhaps only a slight increase is needed to minimize guaranteed impressions. After all, whatever one may say, special placement attracts more users' attention and, as a result, gets more clicks. But it all depends on your budget and capabilities.

Evaluating the effectiveness of phrases

It's no secret that often some phrases bring long-awaited orders, and some just drain the budget. If there are no non-targeted impressions for them, in general, everything is fine, but there is no effect, then you can:

• try to rewrite the ad and evaluate the effect;
• lower the rate for these requests;
• reluctantly, refuse these requests.

If the phrase is effective enough and brings a conversion, you need to find out if you can get more clicks on it. To do this, see if it often falls into the warranty and if you can somehow fix it. Perhaps all that is missing is a small increase in the rate, which will then pay off with interest.

Exclusion of sites in YAN

Why is this needed? Often, ads are displayed on sites that are completely unrelated to your ad. As a result, idle impressions lower the notorious CTR, and ineffective clicks waste your budget.

To understand which sites you don't need, use the following reports:

1. Report in Yandex.Direct. Here you can estimate costs by type of site and its effectiveness in terms of impressions, clicks and costs.

How is it useful? You can upload the report, sort the sites according to the criteria you need, select those that should be excluded, and add to "" in the campaign settings.

1. Report in Yandex.Metrica. In the menu "Reports" - "Standard" there is a report "Direct - sites", which can also be segmented as you need. This is how this report looks standard:

How is it useful? In Metrica, you can segment the report according to the goals you need, and, therefore, evaluate the effectiveness of the site not from the cost side, but from the side of its effectiveness.

Additional adjustments

Among other things, you can quickly conduct a quick analysis in Yandex.Metrica and configurebid adjustments in Yandex.Direct.

1. Adjustment for gender and age. You can use the Age and Gender reports to customize this adjustment:

Here you can estimate who comes to your site by age and gender, estimate who makes the most conversions, and adjust the adjustment of bids by gender and age. For example, I see that my the target audience- these are women from 18 to 34 years old. Then I go to the settings of my ad campaign and raise the bid based on this data:

1. Adjustment on mobile. To configure it, you need to go to the "Devices" report:

And add a new condition:

As seen, optimization of Yandex.Direct campaignsrequires an assessment of what you are doing and a clear understanding of why you are doing it. Therefore, if in doubt, you should contact a specialist, and everything will definitely be fine.

Therefore, it is important to be able to optimize your betting strategy in such a way as to stay the most profitable and not to drain your entire bank in a short period of time. Let's try to figure out how to do this.

System selection. Most experienced players have their own system and play exclusively by it. A great variety of different schemes and strategies for sports betting have already been created, but it is worth noting that none of them is universal and will not become one hundred percent guarantee of your victory. All sorts of "forks", "dogons" and other tricks of the players - this is just one of the components of forecast management.

Analysis of information. Every self-respecting bettor is simply obliged to use as many sources of information as possible to make his prediction. Only a competent selection and analysis of data will give you an advantage over the bookmaker, and, accordingly, the ability to minimize risks for a particular bet, writes the internet portal stavki-na-sports.com.

Financial management. If you decide to treat sports betting not as entertainment, but as serious work, then you should definitely take care of the proper management of your funds. You should not play for your entire bank, it is better to allocate a certain amount for the game and divide it into several equal parts. So, you will be sure that temporary gaps will not unsettle you and in the long term there will always be an opportunity to recoup.

Experience is the foundation. All successful bettors point out that sports betting is never a snap. It will take a lot of time and effort to understand all the nuances of sports predictions, and only after that you can become financially successful.

Emotions are your main enemy. The betting process must always be approached judiciously. Otherwise, you run the risk of making a couple of rash predictions to enter the courage and easily drop your entire bank.

Thus, sports betting management is the most important component of your success in this business. If you do not disdain it and listen to all our advice, do not hesitate - victories will not keep you waiting.

Google AdWords... Gedds Brad's Comprehensive Guide

Automatic bid optimization: cost per conversion as the main criterion for success

For the search network, Google has an AdWords economies feature that allows you to pay just a cent more to rank one place higher than a competitor's ad (see “How Quality Metrics Determine Actual CPC” in Chapter 7). On the Display Network, Google enforces a different policy called automatic rate optimization.

Google tries to estimate how likely it is that the content on the display page will prompt a user to take a conversion action. If the odds are slim, Google may lower your CPC. If, according to Google, the page that the user came to is more likely to convert, the CPC goes up (up to the maximum you specify).

Note. In some cases, Google will offer a discount on Display Network CPCs, but you must bid differently for Display Network and Search Ads based on the ROI of the ad spend or the funds needed to meet your marketing goals. For some ad groups, you will set bids higher than on the search network, and for others, lower. Don't set the same bids for the Display Network and the Search Network. If you are at a loss to choose an initial bid for the display network, follow the following rule: its size should be 75% of the bid for the search network. For example, if you are willing to pay $ 1 per click on the search network, bid $ 0.75 for Display.

Auto Bid Optimization creates an environment where the conversion rate decreases and the cost per conversion comes to the fore.

Let's say you sell digital cameras and your maximum CPC bid is $ 1. The first site that showed your ad specializes in digital camera reviews and is considered reputable. Your ad appears next to an article covering the exact digital cameras you sell. These types of sites are in the second half of the buy cycle and are more likely to generate conversions than other Display Network sites. This means that you will pay more per click than if you go from a less authoritative site. Let's say your ad was posted on Johnny's blog, exactly where he talks about how he used it. digital camera during a trip to the island of Aruba. The site does not have a pronounced commercial focus; therefore, it is less likely that it will provide you with a conversion. But that doesn't mean you don't want to advertise on Johnny's blog. Data in table. 9.1 show how your ad is performing on the two sites mentioned.

Tab. 9.1. Comparison of two sites

In this scenario, Johnny's blog is driving you half the conversions of a review site (5% versus 10%). On the other hand, you pay a lot less per click (0.25 vs. $ 1), which means the conversion rate on Johnny's blog is more profitable (5 vs. $ 10). You make more profit from a visitor to Johnny's blog than from a visitor to a review site.

Each site has its own circle of users, and the traffic from them is also different. So don't be surprised if you find significant discrepancies in CPC and conversion rates.

Keep in mind, however, that when you measure the success of your display ads, your primary focus should be on cost per conversion, with conversion rates and CPCs being secondary.

Once your ads start showing on the Display Network, research the sites Google has placed them on to determine which ones are giving you decent and which are not getting enough value. After some time, when enough data has accumulated to make informed decisions, request reports from AdWords to set up your display campaigns based on the criteria for success.