Give your ad campaign time to learn

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Machine learning technologies are used in two strategies — “Average ROI” and “Conversion Optimization”. The system needs to understand how your target audience behaves in order to accurately estimate the probability of a click and use it as a basis for automatic bid changes.

Therefore, do not expect tangible electrical contractors email list results from the campaign in the first two weeks. If you have chosen smart banners in Yandex.Direct, give the system 30-60 days to accumulate knowledge. During this period, you cannot change the settings.

8. Mobile impressions are ineffective

Yandex.Direct does not allow you to completely abandon mobile devices when setting up targeting.

But smart banners show low efficiency when displayed on mobile because:

at least half of clicks on mobile ads occur by accident;

the banner format is generally not very convenient for phones;

A significant portion of traffic goes to applications that people use and are not in the mood to buy.

But you can reduce your mobile spend by using downward bid adjustments, up to -50%.

If you constantly monitor statistics of clicks, conversions and impressions on different platforms, you can detect in time those sites and services, clicks from which are always random. Platforms containing “android”, “com.” and “ru.” in the name, immediately add to the list of prohibited ones - these are mobile applications.

It is also necessary to immediately prohibit display in the Smaato advertising network: it includes only applications.

9. The key goal is not always sales

If your store can't boast a large number of conversions at the banner campaign launch stage, it will be difficult for the system to optimize rates. Therefore, to ensure high-quality work of the average CPA strategy, you can specify such a key goal as adding a product to the cart or another intermediate step to the purchase.

Then the target CPA level should be lowered to match the narrow sales funnel. For example, if the conversion rate for an order is five times lower than for the selected goal, you should pay five times less for the target action.

Download a useful document on the topic:

Checklist: How to Achieve Your Goals in Negotiations with Clients
10. Remember about smart ads

Yandex.Direct adds these ads by default to any campaign that has smart banners. The smart ad is displayed in the free area of ​​the ad block if the banner does not occupy it entirely.

Yandex employees claim that with the help of ads you will receive additional targeted traffic in partner networks. You can check for yourself whether this is true. One way or another, ads will always be present in the campaign and the budget will be spent on them.

11. High-quality product card

A link from a smart banner can only lead to the page of the advertised product. The page cannot be selected - you will have to optimize the product cards on the store's website.

The product card must contain:

bright, colorful photographs from different angles;

detailed product specifications;

real customer reviews;

clear navigation, “Buy” button;

information about the availability of goods for sale;

the final price with all promotions and discounts;

clear delivery information.

It is always advisable to test the usability of a website on live visitors. If this is not possible, at least use the updated Webvisor 2.0.

Where to see the smart banners view

Source: Studio Romantic / shutterstock.com

Setting up a campaign with smart banners in Yandex.Direct seems simple, but it has its own nuances that you need to know so as not to waste your advertising budget. Optimize the main thing, and smart algorithms will take care of all the advertising routine.