How to evaluate the YAN platform

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Look for those sites that have a high bounce rate, with a lower conversion rate than the campaign average. Yandex.Metrica, Direct-site report will help you find them.

Immediately apply the filter of the Visits indicator to select sites that brought at least 10-15 transitions. It is too early to draw conclusions about the quality of the site if you see few high school senior mailing list transitions, that is, less than 10. But it is time to blacklist the site as soon as you notice that the bounce rate has exceeded 20-30%.


Advertising of YAN_platform

The type of "low-quality" platform is related to the offer you are promoting. Let's say, b2b most often includes social networks and mobile versions of popular sites in such a list, because visitors have a good time there and are unlikely to solve serious issues.

Mobile versions of sites have one important difference - ad units are placed in such a way that you are very likely to click on them. For this reason, smart advertisers, not wanting to waste all their money, disable mobile ad impressions on popular sites (with .ru, .com, android) in YAN before launching a campaign.

A similar problem can be encountered when displaying ads in mobile applications (with m., pda.). Start by disabling entertainment sites, i.e. gaming and dating sites. But before that, make sure that the site has not brought you affordable target actions.

Always check the CTR of the sites

This figure may be either too high or very low compared to the campaign average. In the first situation, go to the site and think about the reason for such a stir around your ad.

Usually the problem is in the unfortunate location of the block, for example, it may be too close to buttons or links. Look at the conversion from transitions: if there is none, simply refuse this resource.

Another source of unreasonably high CTR are low-quality sites with low advertising costs. When you go to a site, the ad "pops up" in a separate block, preventing you from getting acquainted with the content. The user, of course, wants to close such an ad, which leads to an accidental transition.

In such a situation, make a request to Yandex so that they can check the quality of the site.

Advertising of YAN_platform

A very low click-through rate is an indication that your ads are being displayed too low or are being overshadowed by others. We recommend abandoning a site if it has had over 500 impressions but no conversions.

What if you order advertising in YAN from a third-party specialist?
In fact, the whole point of increasing the effectiveness of a promotion campaign is to turn off ineffective sites and continuously test.

If you hire a YAN advertising specialist, whether a company or a freelancer, include the following points in the contract:

Recommended campaign settings (this is where money is wasted due to a couple of checked or unchecked checkboxes).

List of queries and negative words for approval. A professional will tell you about new queries in your field. But we do not recommend overlooking this point, since we have personally encountered advertising made in one of the top studios. It used 50 of the most expensive queries in the niche, which simply circulated for six months.

How often should testing be done and what exactly does it involve?

What does campaign management consist of ? Typically, this includes expanding query groups, stopping ineffective phrases, filtering out useless sites, adding retargeting conditions.

And the most important thing to remember is reporting . You need to get not only pretty graphs showing the growth of site traffic, the overall bounce rate, but also information on one or two of the above points.

It is quite logical that if the contractor needs to provide you with the results of the tests, he will simply have to conduct them. And you will also be able to easily verify that new sites or negative words were actually added.

As a customer, you should understand that it is impossible to improve a campaign indefinitely. Of course, in the first two months there will be a lot of ineffective sites and negative words, but after a while there will be practically none of them left - this is the order of things. And in 2-3 months you will definitely understand whether your company needs YAN advertising.

If it brings results, test different options, so you can definitely improve something. If you do not see a positive result, you need to understand what the problem is, and try again or not.