It can be difficult for beginners to understand the nuances of contextual advertising. To help your campaigns become more effective, SEOnews and eLama, an online advertising automation service, have launched a special project called Myths in PPC Advertising.
Earlier, we talked about whether you need to start launching ads with Search, whether the quality of your account affects the cost per click, and whether it is always necessary to separate your campaigns on Search and Networks.
Today we will dispel a new myth. Nikita Kravchenko, Leading Paid Traffic Specialist at eLama, will tell you if the audience is being targeted by different targeting in YAN.
Myth: different targeting in YAN clarifies the audience
Some advertisers believe that different targeting in the Yandex Advertising Network will refine the audience in the same way as it does in the Google Ads Display Network. Let’s see if this is so.
When a specialist sets up an ad group in Yandex.Direct and sets targetings there, he or she has a choice. Can add:
- regions of display,
- key phrases,
- retargeting and audience selection (for example, hyperlocal targeting),
- user profiles based on short-term interests.
According to some advertisers, these different targetings work together to refine the audience.
Experts are familiar with such examples when an advertiser added both key phrases and a user profile to the same ad group and believed that Yandex would look at the keywords, look at the short-term interests of the audience and would show ads only to those users who entered such search queries and matched the specified categories. interests. This is not how it works.
In Yandex, the “or” operator is indicated in the options for selecting targeting settings. If, for example, an advertiser adds auto-targeting, key phrases, then the system will work according to the “or” operator: auto-targeting will work on its own separately, the key phrases will also work on their own.
Therefore, it makes sense to place retargeting in a separate group or even in a separate advertising campaign, because the advertiser essentially does not narrow anything with different targetings, keywords expand the reach. By adding different types of targeting to one group, the coverage of the ad group and advertising campaign is expanded.
It is recommended that you initially choose the type of targeting that the advertiser considers best, for example, key phrases. Start with it, and then gradually test other targetings.
The only thing that specifies the audience is the display regions.
It happens that an advertiser wants to show ads to users who live within a radius of several kilometers around his auto center and are still interested, for example, in the selection and purchase of a car. The advertiser adds several keywords related to the purchase of cars, and additionally hyperlocal targeting. He thinks that in this case Yandex will show ads to those who are interested in buying a car and live within a radius of, say, two kilometers from the auto center. Things won’t work like that.
If you add hyperlocal targeting through the Yandex.Audience service, then add it inside the advertising campaign, then the advertisement will be displayed:
- separately in the city in accordance with the keywords
- and separately – in general to all users who live around the auto center, regardless of what their interests are.
You can refine your audience through bid adjustments. For example, an advertiser can specify keywords in the settings, and through adjusting bids, make a low bid for all key phrases and put a multiplying coefficient on the supergeo. Then advertising with a low bid will almost not be shown throughout the city, but in a specified radius, ads will appear more often.
Other videos of the special project “Myths in contextual advertising”