| | 10 Hot Questions- What is contextual advertising?
- How much does it cost to place an ad on Yandex.Direct? Are there discounts?
- What are the advantages of Yandex.Direct in comparison with other types of advertising?
- Where does Yandex display the Yandex.Direct ads?
- How can I learn about all the key terms?
- Does contextual advertising consider word morphology?
- How can I make a good ad?
- Why are my ads not displayed?
- Can Yandex.Direct protect my ads from fraud clicks?
- I do not feel like going into details, is there anybody to help me?
Contextual advertising is advertising which content depends on user's interests. Contextual advertising works selectively: an ad is displayed only for those who interested in some certain products or services, and you inform them on what you can offer. As a matter of fact, it is the user himself who makes an effort to find your ad. There are two types of contextual advertising: search advertising and content advertising. Search advertisement is displayed in search results (in search engines or on a website search results). It is necessary to have a user's search query to display a search advertisement. Content advertisement is delivered on the pages of a member website of the Yandex Advertising Network, if the ad's content matches user's interests. Content advertising is displayed as additional information to the content of the web page the user is viewing. Thus, this information is of his interest. Every day Yandex processes millions of search queries and content web pages, among which, there are search queries for your product too. Yandex.Direct is one of the tools to display and to serve search and content advertisements. Along with Yandex.Direct you can also use other types of contextual advertising, such as, media contextual banner, or Yandex.Market. Yandex.Direct displays ads on a cost-per-click model, not on a cost-per-impressions. You decide how much you can pay for a click yourself. Minimal cost per click is only 30 kopecks (0,01 units), and a minimum order threshold is 300 roubles (10 units) without special service (manager's assistance). Discounts are calculated automatically. Calculations are based on the total amount of provided to the client services that have already been paid for by the client during the 12 months preceding the date of billing. The discounts are accumulative, that means that after a certain threshold is reached, the selling price is to reduce. If you would like to purchase advertisement or have questions please e-mail adv@yandex-team.ru or call +7 (495) 739-2222 (ext. 1247). An English speaking account manager from Yandex Ad Sales Department will get in touch with you. Please, note that agencies do not provide discounts for contextual advertising on Yandex.Direct, that is why any offers to pay for Yandex.Direct services with a discount are deliberately fraudulent. ___________________ 1 unit = 30 roubles What traditional advertising in press, on the radio, on television, and in online media, typically aims at is to attract user's attention, and to distract the user from what he was going to read or look at. Contextual advertising does not shift user's attention from whatever he was busy with. It does not fight for the user's attention, it meets the user's interest. Contextual advertising shows the user only those ads, which are directly relevant to what he is interested in at the moment, where the user himself has definitely stated what he is interested in. Yandex's audience is comparable to the audience of television and radio channels in its size. But contextual advertising is not displayed to all the Yandex's users, only to those who expressed an interest in advertised products or services of the same type. This considerably increases the effectiveness of funds invested in advertising, especially taking into account that you pay only for those visitors who clicked through to your website, and that you is the only person to determine how much to pay for each visitor. 
Data: TNS Gallup Media Research (Yandex audience, Moscow, October 2007; Radio stations audience, Moscow, October 2007; Television channels audience, Moscow, October 2007) Yandex.Direct is the contextual advertising tool that matches both the search query and user's interests. With Yandex.Direct you also can: - pay for results only — you determine yourself how much you can pay for a click on your ad, minimal cost of a clickthrough is only 30 kopecks (0.01 units);
- get the biggest internet-audience coverage in Russia — several million people use the Yandex search engine every day;
- chose geography and time of displays depending on location and your working hours;
- have an online business card with your telephone number and address, that we will display, if you do not have a website;
- control the budget for your advertising campaign — it's easy to do — just fix the determined sum as a weekly campaign budget;
- receive reports on the effectiveness of your advertising campaign for every ad and every key phrase every day;
- use extra advertising space on member websites of the Yandex Adverting Network to increase the size of audience potentially interested in your ad;
- our managers can assist you to run an advertising campaign on Yandex.Direct, if you cannot spare time or do not feel like looking into details;
- quality technical support using the Help section of the service or addressing your questions to the Yandex.Direct support team at support@direct.yandex.ru or via tel. +7 (495) 739-22-22;
- pay no extra costs or user charges for any of the above stated options.
___________________ 1 unit = 30 roubles Yandex.Direct ads can be displayed: There aren't too many special terms used on Yandex.Direct. The key terms are defined below. Autobrocker — a mechanism that automatically optimizes cost per click for advertiser's benefit to reduce his costs. Autobudget — a mechanism that sets a weekly limit for costs to be spent for an advertising campaign. Online business card — a web page with advertiser's contact information, which is displayed after the user clicks on the "Address and telephone" link and/or on the ad's heading. Guaranteed placement — places for ads on the right of search results, where the ads are guaranteed to be displayed each time a key word or a word combination chosen by the advertiser performs as a search query. Campaign — an advertising action intended for a determined period of time, with ads displayed in a certain geographic region, and with a budget to be spent for advertising. Click — user's conversion from the link of the ad to a website or to an online business card, a webpage with advertiser's contact details. CTR — Click-Through Rate — relation of the number of clicks on an ad block to the number of its displays expressed in percentage. In other words, this is a coefficient of efficiency of an ad, (which measures its attractiveness to a user).
The higher the CTR, the more relevant to the search query the ad is, and the lower a threshold price you pay for guaranteed displays or for special placement. Keyword — is a semantically valuable word that can serve as a search query for retrieving information on the internet or on a web page. An ad is displayed to a user if his search query, or a webpage he views, contains this key word. Server logs — special files, which register all actions performed by a user on a website. Using a special program processing information in logs, it is possible to obtain summary figures and to study behavioural patterns of user groups, as well as to estimate the efficiency of an ad campaign. Minus-words — the words, under which (if they are in the search query) the ad will not be displayed. Moderator — a person, who ensures that the keywords of an ad correspond with the text of advertising, and to the content of the website. If it is a business card with a phone number as a contact, this person ensures that this number suits the advertisers offer as well. In other words, moderator makes sure that the principles of displaying an ad are complied with. Moderation — the process of ad control performed by a moderator. Non-guaranteed placement — places for ads on the right of search results, where the ads are not guaranteed to be displayed each time there is a search query with the keywords or word combinations chosen by advertiser. Advertisement (ad) — advertising material, which contains advertising information, and a link to a website and/or to an online business card. Search query — a verbal query to search for information, that a user enters into the Yandex search bar or in the search bar on the member website of the Yandex Advertising Network. Impression — showing of an ad to a user on the web page. Relevance — the degree to which ad's content corresponds to user's query. Website — a number of web pages associated in terms of meaning and navigation; a tool for promoting a product/service/image of a company in the internet. Server — a computer that supports a website. Special placement — a place for displaying ads, which has a high CTR, located on the left-hand side above search results. Link (URL) — a website or web page address in the internet. For example, a link in an ad, which leads to the advertiser's website or to a web page that contains advertiser's contact details. Visitor counter — a service that measures website traffic. Targeting — a tool to pick out from all website or webpage audience the part that corresponds to specified criteria, and to display advertisements only to this part. Targeting by time-of-day and by day-of-week is time targeting; targeting by geographic location is geographic targeting or geotargeting. Cost per click — a sum of money taken off advertiser's account for a click on his ad. IP-address — a unique address of a computer in the internet. IP-address is represented by four numbers from 0 to 255 separated with periods. Word morphology is, certainly, taken into account. Suppose, you choose "book" for a keyword, then your ad will be displayed on all web pages which have any form of this word as "book", "books", "booking" or "booked". Contextual advertising is, first and foremost, about giving the right answer to a specific user's query. That is why the main recommendation for advertising material is to be as specific as possible. - Write the right heading. Write the heading of your ad to let the user know that he has found exactly what he was looking for. If the user searched for "fridge repair", it is better if you let him know that it is exactly this service what you are offering.
- Put the keywords in the text of your ad. If your ad has the words from a user query, these words will be embolded in the text of your ad, when it is displayed on the search results page. This will increase response to your ad.
- Extend your ad information with pricing and promotion. If a user is aware of the pricing, his clicking on your ad will mean that he is interested in buying your product for a specified price. If your pricing is not acceptable, he will not click on your ad, and you will save your money.
Choose the right keywords. For example, it is not a good idea to use the word "rent" for displaying an ad for apartment rentals. Users searching "rent" are often interested in finding a standard rental contract, or in renting an office, a car, a cottage, a warehouse, a shop. Also, don't forget about those users who add the area name to keyword. For example, a query "apartment in Moscow" may come from a user who wishes to buy an apartment in Moscow (but not necessarily resides in Moscow). Please, remember that your ad will be displayed each time a search query will have a full keyword or a phrase that you specified. For example, if you choose the word combination "Honda Civic", your ad will be displayed by the queries "Honda Civic to sell", "Honda Civic car dealer", "green Honda Civic", "where to buy a new Honda Civic", etc. - Make a special ad for each group of keywords and word combinations of the same type. It is bound to increase efficiency of your advertising campaign.
- Specify the link exactly to the web page with the information about products and services of the ad. If users do not immediately find what was advertised in the ad, they will leave your website. Make sure that the web page, your visitors will be directed to, has the information about advertised products and services.
- Correctly specify the areas, where your ads will be displayed. This option is called geotargeting. But you should be aware that wrong geotargeting might cut off the audience that you want. For example, if you sell apartments in Moscow, it is not a good idea to show your ad to residents of Moscow only. People in other cities also buy apartments in Moscow.
- Do not use company name or domain name in the heading or in the text of your ad. Normally, this is not a factor of attraction, unless you are using a well-known, recognized brand name. It is important to understand that users viewing your ad, first and foremost, care to know that they have found the product they were looking for, and not who is selling it exactly; this is something they can find out on your website.
There are several reasons why your ads are not displayed: - you did not pay for your order — your ads will start displaying after you pay for your advertising campaign;
- your browser cashed outdated information — press ctrl+F5 to renew information;
- your ad was displaying, but then stopped, because the CTR of keywords went below 0,5%. Autofocus will refine the keywords, after that the ad will start displaying again. You can also use tips from "How to increase the efficiency of advertising campaign";
- your ad is not in guaranteed placement, and it is not displayed on all pages of Yandex search results;
- your ad is displayed at certain hours or days you specified earlier (time targeting), but the current time or day of the week is other than that you've determined before;
- your ads are displayed in the area you specified (geotargeting), but your IP-address is not in our database, or it is in the area other than that you specified. In this case, you cannot see your ad, although other visitors can. You can send your IP-address to support@direct.yandex.ru, so that we could identify the exact problem;
- autobudget temporarily stopped displaying your ads, if you are using autobudget.
Yandex.Direct is very serious about safety of ads it serves, that is why to prevent invalid (fraud or erratic) clicks, it uses multistep technology, which has both automated and manual methods of filtering. Clicks identified as invalid are not included in statistics, and advertisers are not charged for them. Every click on an ad in real time is analysed by automated filters, that consider more than twenty parameters with varying factors of influence, and recalculate all parameters for each new click. Those clicks, which Yandex.Direct identifies as invalid, are automatically filtered out and are not considered in statistical reports. Moreover, Yandex.Direct uses methods of comprehensive clicks monitoring, which both filter out fraud clicks and improve automated protection system. All these actions of the system and of our experts are directed at preventing fraud clicks and displays. If you think that statistics of your advertising campaign has fraud clicks or that the data look suspicious, please, contact our technical support service support@direct.yandex.ru stating the ad number and the time of suspected fraud clicks. If your suspicions are confirmed, we will immediately restore the money on your advertising account. Yandex sales department will be pleased to help you with your advertising campaign. You will have these benefits for free: - expert consulting on all issues during your advertising campaign,
- media planning,
- choosing effective keywords if required,
- assistance in writing texts of ads that will be displayed on specified queries,
- publishing advertising materials on Yandex.Direct,
- monitoring and optimizing advertising campaign in order to increase its efficiency,
- and much more.
At the same time, you can at any moment modify the progress of your advertising campaign (correct texts, change or add keywords, change rates). The minimum payment for one or several of your advertising campaigns should amount to 21,000 roubles (approximately $700 USD) excluding VAT. This money in full enters the account of your advertising campaign and is gradually consumed as your advertising campaign progresses. There are no extra fees for supporting and serving your advertising campaign. If you wish to contact us, please, fill out the application form. Also you can always ask your question to our technical support service at support@direct.yandex.ru or call +7 (495) 739-22-22 (ext.1247).
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