Contextual advertising for beginners. We debunk myths.
Myth #1
Google doesn't have my clients!
The oldest LiveInternet analytics system reported in May 2017 that it was consolidated across all devices. The share of Google is already 43.3%, but if we build a report on a narrower segment, only on mobile, then the situation is diametrically opposite. Google already processes 54% of incoming mobile search queries, Yandex's share is 34.5%, and other search engines, which we won't even name today- 11.5%. Those who already work with AdWords know that there is a tool there- scheduler keywords. If we go inside and take some hypothetical topic, let's say auto parts, then the keyword planner will immediately pick up queries for us that, according to statistics, have scored at least a thousand impressions over the past thirty days. This means that users have entered them into the Google search box at least a thousand times, and these are definitely your customers, because they ask for the name of online stores, assortment details, and besides, whether some part can be custom-made.
What's more, the Keyword Planner shows demand volatility based on historical data over the past few years. Therefore, if you are a marketer and are preparing a report for your manager, then keep in mind that in October, demand for automotive topics is expected to skyrocket, and do not forget to prepare advertising campaigns in advance. Keyword Planner will draw you a portrait of your potential audience: gender, age, and what devices they are used to using. For each feature trait in Google, there is a bid adjustment both up and down. And this is a million opportunities to launch an effective advertising company!
And, of course, what do we love most in the world? Cases. case- repair of refrigerators in Moscow and the Moscow region. Here you should pay attention to the graph, where the orange line is the traffic coming from Yandex.Direct, and the green line is- from Google Adwords. The green line does not begin its ascent immediately, because the client refused to run ads in AdWords for a long time. Speaking of the same people sitting there and there, why pay twice for them? But after the start of the advertising campaign, it became clear that most of the people who come from Add Words had never been to the site before, and in terms of the percentage of new users, on some days Google even overtakes Yandex. The right conclusions were made, and the budget ratio is now approximately 50/50.
Myth #2
I take only Google search, CCM does not work!
I very often come across such an objection: when they say that we only enable search, no display network, and in general I don’t even need it. Well, let's take a look at what's going on and how users behave on searches on the Display Network. After all, we know that people who come to search already have some kind of need or understand what they need approximately and it's no secret that each search engine has such a parameter as the time spent by the user on the search. The shorter this time, the better, respectively. What do users do on the Display Network? They do not look for anything, they do not need anything, they communicate with each other and directly view something, they consume content, that is, they go about their business. Here we can just capture them at different stages, form a need and demand, and acquaint them with our new product. That's where most of it comes from." his " audience, if, of course, work correctly.
Many advertisers pay attention to such parameter as CTR.- historical, ancient indicator of effectiveness, which appeared at the dawn of the formation of contextual advertising in general. What he really is? It is calculated according to the formula: clicks divided by impressions. Here we see that it is displayed as a percentage. CTR- it is primarily an indicator of efficiency, for the most part- search. Let's remember how the user behaves. They talk about clickability: how interesting our ad is, how we get into what the user is looking for, and it is logical that CTR on search will be higher than on the display network. And therefore, these two indicators should not be compared and guided by them.
Let's look at another factor- This is for cost per click and per click. Here are our data metrics"MediaGuru" . From the display network, about 9 rubles 35 kopecks per click. While from the search for about 25 rubles. We see that quite cheap traffic can be brought from the display network. After all, many of our clients have moved away from search to the Display Network because they believe in conversions.
How is the conversion calculated? In fact, we should already move on to it. In our 2017-2018 year- these are targeted actions divided by clicks, also a percentage. There are no impressions here, there are clicks. The more traffic we bring, the more requests, calls and targeted actions we want.
Why are there so many disappointments on the Display Network? Because users simply copy an advertising campaign on search and launch it on the display network, and this is absolutely impossible to do.
Why? Because on search we have one single targeting- these are key queries that we enter, and in response to them we get one or another result. On the Display Network, there are many more criteria to choose from. Speaking of targeting, this moment there are approximately 10 of them, but Google is constantly testing and giving us new ones. Having correctly combined them, we can choose our target audience and generate demand at different stages. If you talk about where you worked well advertising company, according to"MediaGuru" , we can choose the following topics and say unequivocally that the display network worked perfectly there. As you can see here dentistry, fitness, kids club, plumbing, real estate, cars, and this is not the limit.
Where does the Display Network not perform well?
First of all, if we are talking about the services that we need to get here and now. For example, opening locks, calling an ambulance, roadside assistance, a tow truck, search definitely works great with this, and in the context media network, you need to come up with cases for interacting with users.
Myth #3
I have a sales conversion of 20%!
Today we talked with an interlocutor who has become the personification of myth number three: “I have a conversion rate of 20% on sales,” it happens. Let's see the main chain of interaction with a web resource when a user decides to purchase something. Here he first comes to your beautiful web page, selects something, then puts the product in the basket, leaves a request for back call or place an order. And all the time on one of these chains, users leave us. Now I propose to refer to the data of the company"Forrester Research" , which examined the worldwide conversion rate. One of the points of this analysis says that a lot of people who come with paid and free traffic leave without doing anything useful on your site.
Let's imagine that 1000 people came to your site. How many of them perform at least some useful action? Well, in general, about 40 users will put the product in the basket, and out of these forty, only 12 will make a purchase. Approximately 70% of shopping carts in online stores remain unpaid. The worldwide declared conversion rate is 1-2%. This means that if you plan to run some New Product, you need to set out a budget within which you will receive at least 1000 referrals, which translates into 10-15 phone calls. If there are fewer of them, then you simply will not notice the participation of this channel in the overall media mix.
Of course, you can say that you have a conversion rate of 20%, but most likely there are very few clicks, traffic is limited only to branded queries. For example, you sell green slippers from Skorokhod. Sooner or later in the life of a normal organization there comes a moment when you need to grow, and you will enrich your advertising campaign with medium-high-frequency queries like “buy slippers”, “buy green shoes”, the conversion rate for which will approach the global average. But sometimes, the conversion rate of the leading Runet players leaks into general access. Here on the link is an article in Kommersant, which says that the conversion rate to sales at a hypermarket« ozon.ru » is only 0.93%- and this is normal.
Myth #4
I often come across this objection: “YouTube is only for large advertisers, what are you telling me here, I went, I’m not very interested.” Let's see how we can use YouTube in a performance. Let's remember one of the most popular formats- this is True-view in-stream. What does he represent? Essentially a classic ad like TV, only on YouTube, but with the ability to skip it after 5 seconds.
By default, this format suits us, because there are no budget restrictions, all targeting on the Display Network works. You can even select the specific video on which you want to broadcast promotional messages. The ad campaign is very easy to launch. All you need is a video, 15 minutes of your time and your advertising campaign is ready. What is she good for? When you want to increase the loyalty of current users to your brand. If you have any sales, seasonal sales and other ideas on how to use YouTube performance, which we will talk about.
Now let's see how the payment is collected? By default, the length of the video is unlimited, that is, you can run videos of both 10 seconds and 20 minutes. But you need to understand that most likely no one will watch a twenty-minute advertising message, in its entirety, of course, if it is not something overly unique or does not contain humorous content. The length of the video is unlimited. The cost is charged if the user watched 30 seconds of your video, if it is long, and if it is short, then, respectively,- to end. Only in this case you pay. And when the user skipped the video after 5 seconds, it's absolutely free for you. It's no secret that YouTube is underrated right now, but in fact- it is the cheapest way to communicate with your potential customers.
Let's see what interaction is and how else they can be debited cash. If the user from the video goes directly to your site, or clicks on an accompanying banner, clicks on a hint, also on the end screen, or on an overlay with a call to action. What is it and what does it look like? This is how the overlay looks like with a call to action, this is how the name of the channel looks like. Next, we can go to the advertiser's website and start interacting with an accompanying banner or video wall. All these interactions are conscious, so we remember that for YouTube, we pay either for interaction or for viewing.
Now let's talk about how YouTube can be used for performance. All of us, most likely, one way or another, collect the data of our customers. Least- email, phone, last name, first name and patronymic. How can we use this data? For example, upload them to an advertising campaign, Google will find our users who are already our customers, and, accordingly, broadcast certain videos to them in which we tell them: “Come back to us, now there is a sale only for our customers, there is some then new product". Thus, we will show the product in person.
But there is another idea- use a lookalike audience. What does this mean? There are wonderful users who bought from us and became our clients. We can give a task to Google- find similar users by some parameters, that is, by how they behave on the Internet, but these users have never been to our site, they have not interacted with us. Thus, show videos, tell a new user about yourself.
So let's see what ideas we can have: first, for current clients- these are promotions, new services, what you can offer them, some preferences. Secondly, if we talk about new clients, we simply tell them that we exist and offer such services. Thus, we select our target audience and communicate with it.
Now as for the cost. At the moment, either viewing or interaction can be obtained at a cost of about 80 kopecks. Agree that today- this is the cheapest tool. And in the case in which we choose our target audience, 5000 rubles is enough to communicate with our current users or bring new ones. This is according to the case"MediaGuru".
Myth #5
Automation strategies drive up costs!
If you think automation strategies are driving up costs, then this is the place for you. Unfortunately, most novice advertisers think that automatic strategies supposedly obey the laws of chance “launched and it’s not clear what will happen next.” Rebuttal number one revolves around the fact that Google AdWords is almost the only system of contextual advertising. Those who have worked in interfaces know that it is simply impossible to launch an advertising campaign without setting a daily budget, so the increase in costs will not be accurate. In addition, automation strategies work on the basis of hundreds of signals, a small part of which is shown here on the slide. Indeed, if there are very few statistics of your advertising campaign, then the robot's forecasts for the future will be inaccurate. Therefore, Google AdWords came up with a system of restrictions. If your advertising campaign has received less than 30 conversions in the last 30 days, then most of the pre-installed automation strategies in Google AdWords will not be available to you. The main purpose of this slide is to confirm my thesis that any automation strategy requires overclocking, which will take two weeks, in order for the system to test different combinations targeting and bidding.
In this chart, the red line is posting the number of conversions and the blue line is posting the cost. That is, the client, who used the automation strategy when preparing this case, increased the number of conversions. Moreover, for cautious advertisers, Google AdWords has a prediction system based on statistics for the last 14 days. How many conversions will you get, and at what cost. Here we see a rough estimate that we will receive about 77 targeted actions at a price of 950 rubles.
The main mistake that automatic strategy launchers make- impatience. It is necessary to leave the advertising campaign alone, do not change the settings, do not change the set of keywords, do not change the daily budget, but just wait for a week or two, and let Google work its magic.
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© Arina Andreevna Blokhina, cover design, 2016
ISBN 978-5-4483-4716-0
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Review
We'll tell you everything about Yandex.Direct, from planning to evaluating results. You will learn how to write selling ads, understand how the auction works, learn all the subtleties of uploading ads to your account, and much more.
We will also answer the main questions that interest any advertiser: what actions will help to correctly distribute the budget and how to evaluate the effectiveness of advertising placement.
Introduction
Yandex. Direct has firmly broken into the field of online advertising
We'll tell you everything about Yandex.Direct, from planning a campaign to evaluating results. Along the way, we will introduce tools such as Yandex. Wordstat and Yandex. Metrica, we will tell you about the auction and strategies. You will learn how to write selling ads, work with match types, learn all the options when uploading ads to your account.
You will understand how important it is to work on optimizing an advertising campaign and what indicators to pay attention to when testing. We will also answer the main questions that interest any advertiser: what actions will help to correctly distribute the budget, how to evaluate the effect of advertising.
A pleasant surprise at the end of the book will be our cases and a cheat sheet that will remind you what you need to do to optimize your campaign. And the presented material will be clear to any beginner.
contextual advertising acts selectively: the advertising message is shown only to those who want to see it. Users show interest in certain goods and services, and you offer them help by talking about your offers. In fact, the user himself makes an effort to find your advertising message.
Special accommodation- these are 3 ads above the search results:
Guaranteed Impressions– 4 ads under the search results:
Yandex. Direct - this is one of the ways to place search and thematic contextual advertising. Other types of contextual advertising are also available on Yandex, such as a contextual media banner or Yandex. Market that can be used simultaneously with Yandex.Direct.
Fast response. Clients come immediately after the launch of advertising. Your product or service is searched and ordered.
Target users only. Your ad will be seen by people who are already looking for similar products or services online.
Full control. The ability to influence your sales. View statistics and reports.
Maximum coverage. Attracting a huge audience to your products or services.
User fees. Pay only for user transitions to the site and decide how much to pay.
Check if the theme of your site contradicts the requirements of Yandex
1.1. uses swear words, obscene and offensive images, comparisons and expressions in relation to gender, race, nationality, profession, social categories, age, religious symbols, official state symbols;
1.2. is unfair, unreliable, misleads the consumer, including:
contains false information about the product/service;
contains standard user interface elements that do not have the corresponding functionality directly in the advertising material and/or design elements of Yandex pages;
does not give a clear idea of who is the source of the information contained in the advertising message.
1.3. encourages to commit illegal acts and/or calls for violence and cruelty;
3.2. in the event that the site to which the link included in the advertisement leads ("advertising link") is compiled in a language that differs from the language of the advertisement, it is necessary to have information about this in the text of the advertisement.
4. Cost indicators must be indicated in rubles, and, if necessary, additionally in foreign currency.
5. Advertising must correspond to the content of the page of the site to which the advertising link leads. For example, if an advertisement contains information about a discount, then the advertising link should lead to the page of the advertiser's site where this discount is explicitly indicated.
5.1. advertising of news resources containing information about a news article published on the advertiser's website must lead to the page of the website where this article is published. At the same time, the text of the advertisement must correspond in meaning to the title and content of the news article. In cases where the text of the advertisement contains provocative statements, has an ambiguous interpretation, or may mislead the user, Yandex has the right to demand that the heading of the article fully comply with the text of the advertisement;
5.3. if headlines of news (articles) are used in a media banner, then an indication of the source should be placed on the same slide as the heading itself, while the font size of this text should not be smaller than the font size of the heading itself.
6. The use of superlative adjectives and / or information about the advantages of the advertised product over the goods in circulation in advertising is allowed if the specified information is confirmed by relevant studies (conclusions, etc.) of third parties.
7. Promotional materials must correspond technical requirements, imposed, depending on the type of advertising, to [broken link] banner (including [broken link] flash banners) and [broken link] text advertising.
Make a forecast of the popularity of the site's goods/services in the region of interest.
What is contextual advertising?
Context in Latin means connection or connection.
The display of contextual advertising is always relevant to a person's request or area of interest that intersects with the subject of the advertised service or product. This method of selecting ads greatly increases the likelihood of a response to an ad.
Why do you need contextual advertising?
Context is very common in situations such as:
- Promotion of goods;
- Advertisement of services;
- Increasing sales;
- Bringing new products to market;
- As an effective addition to the main channels of advertising outside the Internet.
Contextual advertising on the Internet is an ideal and unobtrusive variant of cooperation between the buyer and the seller. It is worth “telling” the search engine about the desire to buy something or order a certain service, as you can immediately get an answer with the phrase: “order from us”.
Accordingly, the main task in compiling a selling advertising campaign is the selection of keywords and anchors that will attract interested buyers to the site, saving money for an advertiser who is only interested in the target audience.
Services such as Google Analytics, Yandex.Metrika and Yandex.Wordstat will help to study and understand the audience, as well as select key phrases for contextual advertising.
Contextual advertising of any format is widely and massively used to increase brand popularity. It can easily make a very recognizable brand out of a novelty.
In this case, it makes sense to order contextual advertising and pay not for each click received, but for the number of impressions. For such advertising campaigns, such a contextual advertising service as Begun is perfect.
Advantages and disadvantages of contextual advertising
Contextual advertising giants such as Google AdWords, Yandex.Direct and Begun have already gained immense popularity and are ready to provide their audience with a wide range of ads on various topics and work with automatic detection of interests, as well as page topics.
- When displaying contextual advertising, the interests of users are taken into account in terms of entering a request, browsing pages, personal interests and history of search activity;
- Ability to use geo-targeting and select when ads are shown to users. Thus, the contextual advertising ordered by you can be shown at a strictly defined time of the day;
- Large coverage of the audience and Internet resources of various directions.
- The most tangible disadvantage of contextual advertisements is their constant click-through. Such actions are performed not only by advertiser competitors, but also by unscrupulous webmasters whose goal is to earn extra money. Such actions lead to a decrease in the effectiveness of advertising and to additional costs;
- The cost of a click in a really highly competitive topic can reach $10 or even more. Some advertisers are not willing to spend that kind of money in pursuit of getting the best ad position. As a result, everyone loses;
- AT recent times, when sites are spammed with ads, it began to terribly annoy users. Moreover, it greatly hinders the search for the necessary information;
- Many users install various programs and plug-ins for blocking contextual ads, so not all users will be able to see your ads.
- Links from contextual advertising systems are encrypted or work using a redirect, which does not bring any benefit to the site in terms of promotion. It is quite obvious that such links do not affect the position of the advertised site in the search results.
The most popular contextual advertising services (Yandex.Direct, Google AdWords, Begun) - basic information for beginners
The above pros and cons apply to all three of these contextual advertising systems, although each has its own principle of operation.
Google AdWords contextual advertising has a very good system selection of ads that takes into account the interests of users, their preferences and activity when typing certain requests.
If there are no relevant queries for issuance in the search, the advertising context is selected taking into account personal interests. This is perhaps the main advantage of contextual advertising in Google.
Yandex.Direct has a narrower direction of issue, focused exclusively on search phrases, and if there is simply no advertising for a certain query, it is not displayed in the search.
On the selection of ads, like Google, Yandex has just begun to experiment, but it will take a very long time to go to the full implementation of such a system.
Setting up contextual advertising - basic information for beginners
There are a lot of secrets for setting up advertising campaigns, and on the net you can read not only something really important, but also heaps of thoughts that for several years have not even had minimal effectiveness, confirming their significance.
We will focus only on the main points of setting up contextual advertising, which can really help reduce costs and increase the effectiveness of an ongoing advertising campaign:
- The right approach to the selection of keywords that will be used in compiling contextual advertisements;
- Geographic indicators are very important so that ads are not clicked by citizens of another country or a distant region;
- Setting the time of impressions;
- Setting the budget for an individual ad and daily spending;
- Disabling unscrupulous sources from which ads are clicked;
- demographic features.
Yandex.Direct - advantages, disadvantages, features
Yandex.Direct existed back in 2001 as a service for low-budget companies and was designed only for impressions. After 2 years, the system was completely improved and pay-per-clicks were introduced:
Advantages :
- Availability of geotargeting;
- Not additional fee for targeting;
- A huge proportion of advertising is designed strictly for search traffic, and not for advertising on the site.
Flaws :
- Cumbersome statistics interface;
- It is not possible to show ads for queries that include more than 5 words;
- There is no effective automatic bid management;
- Too limited in the size of the title bar and text of the contextual advertisement;
- It is not possible to export advertising campaign statistics to Excel.
Runner - advantages, disadvantages, features
Advantages :
- original design;
- Convenient usability;
- Huge audience coverage;
- Possibility automatic control rates;
- 9 ways to pay for advertising services;
- Detailed information on any ongoing advertising campaign;
- Convenient preparation and uploading of reports;
- Plenty of space for ads;
- Availability of an affiliate program.
Flaws .
Hello dear reader! The topic of this article is Yandex Direct contextual advertising for beginners. I will talk about my personal experience passing contextual advertising course in the online school "Netology". Perhaps this material will give you the opportunity to decide if you are thinking where to go to study Yandex Direct, or if you are trying to figure out how much it takes to learn contextual advertising.
Also, this material will be useful if you are looking for feedback on Netology's courses on contextual advertising in Direct and Adwords.
I think it will be a series of articles, a kind of reality show, in which I will talk about my successes and failures .. I plan to write articles while I am studying - and the course is designed for three months. I will also record videos for YouTube. The first video is below.
Course on contextual advertising in Netology: my video blog on YouTube
A week and a half has passed since the start of training and this article will be more like a review, I will share my first impression (what I like, what I don’t like), tell a few interesting points that I managed to learn during the training and tell you what skills and knowledge you need to have, to be a successful director.
Beginner Internet Marketing Specialist
Let me tell you a little about myself first.
My name is Denis Shabalin and I am an internet marketer. I've been doing this for about three years, maybe more. I have been practicing setting up advertising campaigns in Yandex Direct and Google Adwords for about a year. Therefore, I can’t call myself a complete beginner in the field of contextual advertising. But the fact that I don’t know much, I don’t know how, or I’m doing it wrong, didn’t give me rest.
So I decided to go to a specialized course in order, so to speak, to upgrade my skills. Moreover, the contextual advertising market is now simply gigantic, it is not difficult to get customers in this area. But you can really make money on this only if you are an expert. There were a lot of pseudo-directologists, I did not want to be among them.
Why I went to study in Netology
In this training company, I have already taken several training courses, both free and paid. The training is of high quality and gives its result. At least for the money they ask for their courses - generally fly away. If you have a head on your shoulders, then any training can be recaptured in a maximum of a month (as I had with the program “Internet Marketer: From Beginner to Pro”).
Actually, that's why the choice fell on this company: cheap and cheerful =)
First look at the course in context
The launch of the program was so-so ... despite the fact that the first webinar was purely technical, where we were explained the format of the course, how to use the personal account, where to get useful materials, how to download DZ, and what is required to receive the Diploma of Netology for completing the course.
By the way, if you step aside a little, I want to pay special attention to the diploma itself. I hope that it will not come as a revelation to you that such papers are highly valued in our (and not only) country. And a certified specialist with great enthusiasm and confidence will be allowed to work, rather than someone who does not have this diploma. Plus, Netology has a state license, so it can issue official certificates of advanced training - also a very valuable thing.
How to use all this, I will tell you already in.
Back to topic
There was no first webinar. There were some problems with the Internet in the Netology office, because of which the broadcast was constantly hanging, interrupted and caused a lot of negative emotions. All the participants, of course, well done, kept all this to themselves and it is clear that there are always and everywhere problems.
In general, I looked at the first lesson in the recording in personal account, it lasted less than 20 minutes, everything is clear and simple.
So, what was interesting there ...
First webinar on contextual advertising
The first lecture session was conducted by Konstantin Naichukov. If you are a little in the subject of contextual advertising and tried to somehow learn on your own, then you probably know this person. By the way, I understand that this is his author's course, but I'm not sure exactly, I won't say.
Well, if you are not at all in the subject, then there is such a Russian service for automating contextual advertising, it is called eLama and Konstantin is one of the first persons there, he constantly conducts training webinars as part of his project, and, of course, he has experience in this matter - mama don't worry...
His lesson was very interesting, quite short and informative!
For example, I found out that I am a humanist, although until that moment I thought the opposite =)
Here's a simple problem for you. Solve it without a calculator: 1000 / 10% = ? (Put your answers in the comments!)
When you decide, check. If correct, well done and you are one step closer to becoming a good directologist. If not, then go open your 7th grade math textbook and catch up. According to Konstantin, this skill will be needed in the work. How I can’t say yet, but as soon as I find out, I’ll write about it =)
Also for successful completion course and work in general, you need the skill of owning Excel spreadsheets, because most of the work takes place with Excel.
I think you already understood that this lesson was purely theoretical and its main goal was to convey to students what is required of us to successfully complete the course, what can be learned in general and convey the basic logic of contextual advertising.
Konstantin coped with it with a bang! Got it in an hour and a half. Everything was very lively and to the point. 5 out of 5 for the webinar.
Conclusions after the first webinar in Netology
1. To pass the course, you need your own project. if it is not there, then Netology, of course, will provide a project for training. But still, your own will be better. By mine, I mean that you have access to advertising campaigns, Metrics and Analytics, access to the site. Preferably not an online store (at least with a small assortment). For generally good learning outcomes, you need a little advertising budget around 3000 rubles.
2. There are several levels of contextual advertising, and they can all work. It was a kind of epiphany for me. Because personally, I always set up Direct for those key queries that made it clear that a person was directly very interested in buying. It's the right thing to do, but everything has its own glass ceiling. If a advertising campaigns it (the ceiling) has been reached, then it is worth expanding the semantic core and working with less targeted ones, the main thing is to do this as clearly as possible. I will most likely talk about this in other articles.
3. The advertising platform does not sell clicks, but impressions. Yes, and I'm not talking about targeted advertising or banner ads. I'm talking specifically about contextual advertising in Yandex and Google, which is shown on Search or in YAN/KMS. I won't write too much here. If you are interested, write about it in the comments, if I see interest in this topic, I will reveal it in detail. The topic is actually very important and interesting =)
4. Don't be afraid to ask stupid questions at the webinar. At least some participants were not shy about asking complete nonsense, but in fairness, in the fourth lesson, I myself asked a primitive question, to which I received a completely normal answer, both from the trainer and from the participants. So the atmosphere during classes is very friendly.
Homework was for self-study, and consisted of answering a few questions. The questions are simple, and as I understand it, this DZ is purely for the purpose of comparing expectations and reality later.
Second webinar — Yandex Metrica
This fact saddens me a little, but what can you do.
The second lesson already lasted about three hours and was devoted to the basics of Yandex Metrica.
I own this instrument at some level and I had the most questions to the coach. In general, as it turned out, out of 14 participants who attended the online lesson, only two were familiar with Metrics - me and another guy. Therefore, I can imagine the load on the brain experienced by those people who saw the office for the first time, learned how to create and configure goals (even showed how to set them in the site code), explained to us how users of your site can be divided into segments and that it is very useful for the director's work. Well, and much more with regard to Metrics.
And then we were given our first homework.
For me, it turned out to be quite simple simply because I had already done all this. It took me less than an hour to complete. The only thing I’m waiting for now is when the layout designer writes down the goals on the site (the site is on WordPress, but I don’t know how to work with it ... if it were just an html version, then another matter).
For a completely newbie in this business, homework would take two hours ... three, if everything is completely difficult =)) And a week is given to complete this DZ!
In general, uploaded for verification. I'm waiting for the results.
Lesson 3 and 4: Yandex Direct setup and practice
Why did I combine them under one heading?
Because the lesson was conducted by one person and the first webinar was devoted to the theoretical part of setting up a search campaign in Yandex Direct, and the second was the practice.
About the trainer: it is clear that he is a specialist in contextual advertising, but damn it, the presentation of the material is bad. Everything is clear and accessible, but since a person technical warehouse mind (almost 7 hours that he taught 2 classes, I managed to draw some conclusions) begins to go completely into unnecessary details, correct himself, etc.
I will neither praise nor scold him. He did his job - to tell and show all the settings for advertising in Yandex Direct. The fact that it was stretched and tedious in places is definitely a minus. But I will repeat once again about the cost of this program ... for this money this can be forgiven =)
Well, in fairness, it’s worth saying that during these 2 classes I personally almost didn’t learn anything new, perhaps that’s why I wasn’t particularly interested.
It was definitely nice to know that I set up search campaigns correctly =)
But there is still YAN ahead (here there are a lot of questions and misunderstandings - I will ask and I will describe the most interesting further in the articles), retargeting, setting up advertising in Google search and display networks, plus remarketing.
If now there were some incomprehensible wordings for you - write about it in the comments, I will answer and in the future I will try to write articles in more detail =)
Learning the art of contextual advertising: results
Despite the fact that I spoke negatively in places, so far I like the training. I understand that this is just the beginning and there are many interesting and new things ahead.
Be sure to want to know about how much you can earn on contextual advertising, and what the cost of work follows from. Until the opportunity arose. I promise that I will write about it soon.
In short, I think that you have understood that here you can find a lot of usefulness and generally understand how training in Netology goes. So subscribe to the reality show newsletter and stay up to date with the latest events, we will send an email when a new article comes out.
Also, by the way, I have a nice bonus for my readers - if you are going to study at Netology, then keep the promo code with a discount of 3000 rubles - SHABALINCOURSE.
It must be inserted when registering any course and you will automatically receive your discount. You can read more about this in the article on how to use .
Something like that. I hope that you found it useful and interesting with me, ask questions in the comments and share your impressions there.
Well, throw off the link to the article to your friends, who are also interested in the topic, Internet marketing and contextual advertising, in particular. I hope our idea to stir up a reality show on such a delicate issue as Yandex direct contextual advertising for beginners will be useful.
If you want to take a course on contextual advertising in Netology - click here and register
Thank you for your attention and see you soon! Text - Denis Shabalin(specially for
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