We increase CTR in Yandex.Direct. Everything you need to know about increasing CTR in Yandex.Direct What is the most effective way to increase ctr

How to make sure that your ads are clicked, even if they just came to look and don’t need to suggest anything either? I have collected in one place 20 tips that will help increase contextual advertising and bring in new customers. It will be useful for beginners to learn how cool uncles do everything, and for experienced specialists - to repeat everything as if for the first time.

How to increase the CTR of an advertising campaign in Yandex Direct and Google AdWords?

Use many keys

It is difficult, long, but necessary. The more keywords used in a campaign, the wider the reach of the audience and the higher the chance that the user will click on the ad. Plus, if you dig deep and collect a large number of keywords, you can find low-competitive queries with a small cost per click. However, they can be very convertible.

Separate Campaigns

Don't lump everything together. Create your own campaign for each city, site, and ad type - this will help increase CTR and track the performance of different ad groups. Running different campaigns is especially important if you use both search and YAN advertising at the same time. On thematic sites, there are different display algorithms and different user behavior, so the indicators there will be different.

Use search operators

This is a development of the idea from the previous tip. If you, say, sell plastic windows, then you need to separate different keys by search operators. Example: "installation!plastic!windows" and "!plastic!windows with installation". This makes it easier to track the effectiveness of statistics for similar but different phrases.

Required: write the keywords in the headlines and in the text of the ad

That's pretty obvious advice, but still. With headlines, the situation is clear - you let the user know that the ad is as relevant as possible to his request. A different mechanism works with text. Search engines highlight matches with a user query in bold (we will return to this feature), so the ad becomes more noticeable. And the more noticeable the ad, the higher the chance to increase its CTR.

One ad - one key

This approach will help increase the relevance of the ad. At the same time, it is not necessary to pervert and come up with different ads for each key, the main thing is that the title and text contain the correct and relevant request. To make your life easier, you can use dynamic keyword insertion (for AdWords) or autofocus (for Direct).

Don't Forget Negative Keywords

If you choose the right negative keywords for which there will be no ad impressions, then you will save a lot on the campaign. These may be requests that do not correspond to the theme of the site or those that have already been worked out and do not bring customers.

Answer, don't ask

Ads like “Looking for where to buy a refrigerator?” still meet. Do not do it this way. Answer the user's question instead of repeating it like a parrot.

Use images

If you set up an ad to be shown in YAN, then take the trouble to add some kind of bomb image. Visual content attracts attention, and it’s a sin not to use it.

Add Quick Links

But this is very important point and you should not neglect it if you want to increase the CTR of your ad. Firstly, it is convenient - the user can immediately go to the desired section of the site, bypassing home page. Secondly, descriptions for them take up space (60 characters each), which means that the ad will be more noticeable. And thirdly, this is a chance to enter the keys again, which the search engine will highlight in bold.

Specify contacts and fill in clarifications

In addition to quick links, you can fill in all the extensions and clarifications: contact information, work schedule, benefits and characteristics of the product and service. How will this help raise the CTR of an advertising campaign and an individual ad? A) visually increase the ad B) increase the user's trust, because the more information you give, the more conclusions he can draw. For example, you can indicate that you have been working for 10 years or that you use cool German equipment.

Expand your work schedule

Here, too, you can cheat: indicate that on weekends you work, say, half an hour less. This will visually increase the line with the work schedule.

Enter specific numbers

Prices, delivery times, the number of products in the catalog, whatever. People love numbers and facts, and such a decision can increase CTR.

Don't Forget the Favicon

A favicon is a 16x16 pixel image that appears next to an ad. An example is the green circles on the browser tab with this article. It is automatically loaded from the site, so take the trouble to place it there.

Set up time targeting

Look in advance when your target audience is most often on the Internet. If you realize that after six in the evening the users you need search like crazy, then show them your ad - and save money, and increase the CTR of your ads for sure.

Cut off unnecessary sites with media advertising

call to action

Everything is not so obvious here. The effectiveness of a call-to-action depends on the topic and target audience- on someone it will work perfectly, but on the contrary, it will scare someone away. Experiment and see.

Experiment with ad URLs

Another way to insert a key is the URL displayed in the ad. The scenario here is the same as with the ad text: if there is a key in the link, the search engine will highlight it in bold. Just do not write a call to action there, otherwise they will be banned.

be original

If you blindly repeat after competitors, then you will not be noticed. Stand out, but don't overdo it.

Pay attention to your ad's Quality Score

It is calculated by both Google AdWords and . If it is close to ten, then everything is fine, if not, see what can be improved. You can also estimate the CTR of the ad there.

Analyze statistics

It's the most important. If you do not evaluate the effectiveness of campaigns, do not filter out unnecessary ad groups, do not adjust the strategy and do not change anything, then you will not be able to increase the CTR and conversion of the advertising campaign, and the budget will quickly fly away somewhere in the wrong place. Even if you did everything according to the precepts of the context guru, you need to follow how everything works specifically in your case.

Let's summarize. You need to use everything you can and do it right. A clickable ad should be informative, beautiful, and useful to the user. If you have quick links added, descriptions for them are filled in, contacts and work schedule are indicated, and the ad text is well-written, then it will be possible to increase the CTR of an advertising campaign without any problems. Plus, do not forget about the competent setting of the campaign, collecting key phrases and analyzing statistics. The latter is simply super important, because if everything goes wrong, you need to correct the strategy quickly and in the right direction.

At conferences and on social media, it's quite common to hear from professional marketers about the importance of conversion rates for PPC programs. This is talked about so often that it may seem to PPC beginners that conversion rates are everything.

Conversion rate is an important thing without a doubt. I would even say very, very important. But before an ad can start bringing customers, it needs to be clicked on. If you don’t have a single click, then you shouldn’t talk about conversion at all.

If you're just getting started with PPC systems and want to improve your click through rate (CTR), then here are 12 ways to achieve it.

1. Choose relevant keywords

Beginners often succumb to the temptation to bet on high-frequency queries. in theory, they will bring a lot of traffic, despite the fact that they may only indirectly affect their business. Take, for example, a hotel with a casino, the owner of which wants to get customers and buys ads on demand “ texas hold'em“. If the goal in this case is to sell places in the hotel, then it would not be entirely logical to choose such a request.

Don't go for high frequencies. After all, the user could search by this request not your product. In this case, he simply will not click on your ad and the CTR will be very low.

2. Choose specific, not general, keyword phrases

This method practically follows from the previous one. Returning to the hotel example, you might want to select the query “hotels”. For this query, the user can search for anything: starting from “ love hotel on music tv” and ending with “ ski hotel in Abzakovo“. Such a keyword is generic and unlikely to bring you many clicks.

3. Use key phrases of 2, 3 or 4 words.

About 5-10 years ago, the keyword “hotels” may have had a relatively high CTR. But now search queries have become more specific. Key phrases of 4 or more words are now popular. In the article, I already showed by examples that a high CTR is achieved when the key phrase consists of 2, 3 or 4 words.

4. Create small, narrowly focused ad sets

Narrow ad groups make it easy to create 10-15 key phrases that will generate good traffic. Your ads are guaranteed to be shown to potential customers. This will increase both CTR and conversion rate.

5. Use different forms of the passphrase

When creating an ad group, as described in the previous method, you should use as many various forms keyword. Search engines always bold the exact occurrence of a keyword. Thus, you will increase the CTR, because. bold type draws more attention.

6. Use special programs for selection of keywords

In order to make your life easier, you can use various programs for the automatic selection of keywords, synonyms and word forms. But be careful! Do not use typos and transliteration in ads. So, in any case, manually check all your ads.

7. Include a price in your ad

A long-established marketing rule is that if you don't include a price in a product ad, the customer starts to think that you are selling something very expensive. Prevent these fears by adding a price to your ad text. Better yet, add it to the title. This will grab the attention of interested users.

8. Include action words in your ad copy

For example: " exclusive offer“, “offer is limited“, “only via internet“, “one day promotion“… Relevance and exclusivity are always interesting.

9. Include different characters in your ad text

10. Use advanced ad settings

Google offers several additional features for ad customization: geography, phone, products, links. Take advantage of them. Although they don't always show up in searches, this will give you a small bonus when showing your ads.

Let's face it, the ad text isn't all that long. Severe character limits force advertisers to write only facts and forget about creativity. But don't do it! In practice, creativity brings very good results. Although at first it may seem to you that your ad looks silly in the general background. In any case, even if the CTR is low, you can always pause and start a new ad.

12. Copy Your Competitors' Most Successful Ads

Many advertisers try to come up with their own ads. But you can go a simple way: trace the most effective ads competitors and optimize them for your product. If you can’t come up with something original, then you shouldn’t reinvent the wheel.

Click Through Rate 3d render concept with blue arrows on a blue gray background.

Hi all!

In the last lesson, I talked about, also talked about the new VCG - an auction, where the main emphasis in pricing is not on the rate, but on the CTR. It follows from this: to pay less, you need to raise the CTR.

So, today's lesson will be devoted to how to increase the CTR of ads in Yandex.Direct. I will list different ways increase clickability and we will start from the head, that is, from the headline.

1. Title.

Brightly? Now we need to translate this into Yandex.Direct advertisements. How to do it? Simply and easily! Include in the title the keyword for which the ad is shown and that's it. The title of your ad will be bold in this case, and will become more visible.

Moreover, the key phrase must be included completely in the title, so that there is no such:

In the iPhone 5s example, a query was entered into the search box - buy iphone 5s. In the second example, the request is the repair of gas boilers. As you can see, the title from the iPhone 5s looks much more attractive than the title diluted with other words, and even the words from the query are scattered in different corners.

Conclusion: include the entire keyword phrase in the title, while making the title readable.

I wrote about how to create many unique ads with keywords in the title in, read it if you do not know how to work in Excel.

2. Text.

In the ad text, you can also, even need to include a key phrase, it will also stand out in bold and will attract attention. Also use capital letters, but use them in moderation, for example, specify an abbreviation or, as in the example below, the name of the smartphone:

Numbers perfectly attract the views of Yandex users. The numbers in the ad are larger than plain text. It is especially good if the number means something nice for your potential client, for example, a 90% discount:

Well, or specify the price, a five-digit or four-digit number:

You now know how to increase CTR with headlines and texts. Resolves a keyword in an ad that is bold. Wind on your mustache: always use the keyword in the title and text of the ad!!!

3. Display link.

Let's continue talking about key phrases in the ad. Display link next:

There is nothing superfluous here, just indicate in the displayed link the most important part of the key phrase, which will also be highlighted in bold. By the way, no spaces, it's a link. Instead of spaces, insert a dash “-“.

4. Quick links.

You can also increase your CTR with sitelinks. Sitelinks are ad extensions, literally. When used, the declaration looks like this:

And it's true that the volume of ads has increased. What happens if you don't use sitelinks?

Horror! I really don't want to click on the ad! So use sitelinks as a CTR booster. In addition, you have an additional place to provide additional information to potential customers.

Unfortunately, the sitelinks from the first example are not very successful, because potential client will see this ad by entering the phrase - buy an iphone 5s, and they mention the sixth iPhone, iPad and Apple Watch. If I were the advertiser, I would indicate the delivery time, guarantee, and make some kind of discount. In my opinion, this would give a positive result.

5. Yandex business card.

Using a Yandex business card also makes it possible to visually increase the volume of an advertisement. Here is a comparison of an ad with and without a business card.

With Yandex business card:

Without:

You see the picture yourself. A business card will also help increase the CTR of your ad. Be sure to fill out a Yandex business card!

6. Clarifications.

Clarifications are Yandex's innovations, which also make it possible to enlarge an ad and talk about certain advantages of your offer.

According to Yandex, clarifications increase the click-through rate of an ad by 3%, which is not too bad. They look like this:

In order for clarifications to be shown in your ad, it (the ad) must occupy the first position in the special placement block. You can't use it without this clarification!

As you can see, there are many ways to increase the CTR of ads, and therefore campaigns. Which will then lead to a reduction in the cost per click, which means savings in the advertising budget. Use these guidelines to improve your ad performance!

I hope you understand everything. And if you have any questions, feel free to ask them in the comments.

CTR is a click-through rate, where the number of clicks on an ad is divided by the number of impressions and multiplied by 100. CTR is expressed as a percentage and is taken into account when evaluating the effectiveness of contextual advertising. A carefully tuned and optimized advertising campaign will increase the CTR of your ads. A normal average CTR for advertising goods and services on Yandex.Direct search is considered to be 5-10%, a good one is 15-20% and higher. Branded advertising campaigns, which lead to the official website of the client CTR can approach 50-60%.

Why is it important to work on increasing CTR?

The more people who click on your ad, the more people will click through to your site and be able to become your customers. High CTR plays an important role in CPC calculation. At equal rates, a higher CTR of an ad will allow you to get a lower cost per click than competitors.

1. Set up a placement structure

First of all, it is necessary to ungroup the most collected semantics by types, for example, brand queries, general queries by category, queries with models, competitors, etc. Each type of semantics should be separated into a separate advertising campaign.

• Use one keyword per ad

This principle is classical and does not lose its relevance to this day, but it is true for high-frequency semantics. It is better to combine low-frequency queries into one group according to the semantic feature. Otherwise, you will receive the status of "few impressions" and the ad will stop being issued for them at all. In one ad group, it is possible to combine two identical keywords with different match types: exact and broad. An exact match keyword will have a higher CTR in most cases. It 100% matches the user's search query and will pull up the overall CTR for the ad group. A broad match keyword will allow you to get more coverage due to the ability to be shown along with additional words to the "key".

• Follow the relevancy principle

For each keyword, you need to write your ad so that the "key" is included in the title and text. If there is a search query in the ad, it is highlighted and becomes more visible.

The same principle applies to the landing page. If the query, for example, contains the word "cakes", then the advertisement should lead to the appropriate section on your site.

• Tell us about the benefits

Write down your competitive advantages in the ad text. If you are advertising on the brand's official website or brand store, be sure to indicate this advantage in the second heading of the ad. Practice shows that the interest and trust in official sources among users is higher. Words such as “discount” (you can specify a number in %), “promotion”, “sale”, “gift” will definitely attract a certain audience, but in this case, this information must also be indicated on the landing page. Also include a price if this information sets you apart from the competition.

• End your ad with a call to action

A call to action in the form of the words “order”, “call”, “buy now” at the end of the ad text will help to complete the text logically and motivate buyers to go to your site.

• Add extensions and contact information to ads

Additional links and clarifications in the ad will help you tell more about the advertised goods and services and make the ad more attractive. They will also visually expand the ad, which will make it more visible in the search results and is guaranteed to increase the CTR. Include a phone number in the ad so that the client can call you without going to the site.

• Conduct A/B testing of ads

Add multiple text options to each ad group. After launching and collecting statistics, compare their CTR and leave the most clickable one.

• Expand your list of negative keywords

At the stage of collecting semantics, a minus list of words is preliminarily formed, for which advertisement. For example, “free”, “free”, “used”, “repair”, “broken”, “photo”, etc. Also, after launching an advertising campaign at the optimization stage, it is necessary to regularly upload search query statistics and based on it to replenish the list-minus words with inappropriate phrases.

• Get rid of "garbage" in the semantic core

Some keywords may not work as well as we would like. For this reason, it is worth periodically uploading statistics on them and filtering them by the highest number of impressions with the least number of clicks. This way you will understand what queries are showing your ad. Perhaps there are keywords hiding here that do not meet the goals and spoil the CTR.

1. Consider bots that attack search results

When studying the statistics of search queries, sometimes long and atypical queries pop up. They are generated automatically by a software method and are the machinations of parsers or competitors. Although these impressions do not generate clicks, they can significantly mess up the statistics and lower the CTR. It is ineffective to minus them, because in addition to the “key”, they can contain completely various additional words. It is possible to combat this problem by changing the keyword match type from broad to exact, but in doing so, some of the relevant traffic will be cut off.

1. Use additional settings that increase CTR
2. Strictly separate search and network campaigns.
3. Disable additional relevant phrases in Yandex.Direct.
4. Change the list of regions where your ads are shown, leave the most effective ones in it.
5. Set up time targeting.

Analyze statistics, optimize campaigns and use all available opportunities to increase CTR, increase website traffic and, accordingly, the number of potential buyers.

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