Yandex Direct
We run advertising in Yandex Direct: in search, on Maps and in the Yandex network, for a Russian-speaking audience. We build the keyword set, set up goals in Metrica and run campaigns through to requests.
Discuss Yandex Direct
What we launch
- Yandex Search advertising
- Yandex network and Maps
- Keywords and negative keywords
- Metrica and goals
Why Yandex Direct
Yandex Direct is one system for advertising in Russian: in search, on Maps and on the sites of the Yandex network.
Ads where people search in Russian
Ads are shown in Yandex search results for the queries that Russian-speaking users type. The person is already searching, and your ad answers the query.
Several platforms in one campaign
Search, the Yandex network, Maps and Telegram channels can be launched from one campaign: you choose the places of display yourself, and ads of different types work together.
Ads are assembled for the audience
From the uploaded headlines, texts, images and video the system assembles many ad variants, and for online stores it creates product ads from the website catalog. We prepare the materials and watch which variants work.
Audiences and returning visitors
Metrica records actions on the website, and audiences are built from its goals and segments. Segments can also be built in Yandex Audiences. This lets you bring back those who left without a request or show ads to those who have already taken the action you need.
Bids are chosen automatically
Strategies optimize the campaign for clicks, conversions or profit, and bids are chosen automatically within your budget. We set the goal and make sure the system learns from real requests, not from random clicks.
Your listing on Yandex Maps
Advertising on Maps raises the organization’s listing higher in the results and marks it with a green badge. It is best to create and fill in the organization’s card in Yandex Business in advance, and we will check it before launch. Availability depends on the country.
What we do in Yandex Direct
We work in a clear order, from competitor analysis to reports in numbers.
Competitor and query analysis
We study how the Russian-speaking audience searches for your service and look at competitors’ ads in Yandex search: headlines, offers, landing pages. We collect the list of queries and assess which of them lead to a request.
Target audience and keywords
We define who searches for your service in Russian and what they expect. We group queries by intent and immediately draw up a list of negative keywords so that the budget does not go to unnecessary impressions.
Ads and pages
We write headlines and texts, prepare images and choose the website pages so that the query, the ad and the page lead to a request. We add sitelinks and contacts.
Launch and setup
We set up the campaign: the places of display (search, the Yandex network, Maps), the geography, the strategy and the budget. We connect Metrica and goals: a form submission, a click on the phone or messenger, an order. The cost of a click is set by an auction, and a place in the results cannot be guaranteed, so we build this into the plan.
Optimization
We read the Search queries report, add negative keywords, compare ads and platforms, adjust bids by gender, age and device and run A/B experiments. We strengthen what brings requests.
Reports in numbers
We show spend, requests and the cost of a request by campaign, group and query, explain the conclusions and suggest next steps.
Advertising works together with your system
Requests from Yandex are recorded as goals in Metrica and go into the same CRM as those from other channels, with a source and a status. This shows which advertising brings customers, not just clicks.
Other platforms
All platforms and marketing areas
Results depend on the business, the market and the starting point: we do not guarantee sales growth, rating or reach. Account connection and ad moderation depend on the platform, and the availability of ad formats depends on the country and the account. Logos and names of platforms are trademarks of their respective owners and are shown to indicate the platforms we work with. CODE SCALE is an independent agency.
Shall we launch Yandex Direct?
Tell us about your business and goals, and we will suggest where to start.