Contextual advertising in yandex direct philip tsarevsky. Interview with Philip Tsarevsky about contextual advertising. VK promo posts: new features that will explode your conversion

Philip Tsarevsky

Yandex. Direct: How to make a profit, and not play the lottery

Yandex. Direct: Precise Tool or Lottery?

Philip Tsarevsky, founder of Direct-all-in agency and guest author of our blog LPgenerator, has written an extremely useful book "YandexDirect: How to make a profit, not play the lottery." Let's briefly share our impressions of her.

From the first lines, the author addresses the reader as if to an old acquaintance - to "you", diluting the informative blocks with jokes and examples - all this sets you up for a positive and easy experience. One gets the impression that before you is ordinary reading for the evening - but not everything is so simple. Philip immediately emphasizes that the book was written for people who practically do not understand contextual advertising, and invites the reader to go all the way: from definitions and examples "on the fingers" to setting up rather complex characteristics of an advertising campaign.

At the very end, it is described in detail about split tests, remarketing, tracking analytics, optimization of the most important indicators (of which there are many) - not to mention the intricacies of compiling a semantic core. Actually, only the second part of the book is devoted to the selection of keywords, creating a campaign, retargeting, etc., and the whole first part, the reader, together with Tsarevsky, will go into the heart of the matter, determine the target audience, prepare a resource for launching a campaign - in a word, conduct preliminary work, almost without directly touching YandexDirect.

♦ treating Direct as an investment, and not as a gamble;

♦ a serious approach to site optimization, split tests;

♦ budget reserve;

♦ availability of demand for a competitive offer;

♦ ideally - product marginality from 2000 rubles.

Despite the ease of narration, the book is a detailed, step-by-step tutorial with assignments at the end of each chapter. A beginner directologist will go from the simplest interactions in Yandex to extremely intricate formulas for calculating efficiency, complex split testing algorithms, analytics tracking, and more. Smoothly, gradually, step by step, Philip will raise your level in Yandex. Direct - by closing the book, you will be able to launch the first campaign much more confidently or competently evaluate the work of a third-party directologist.

We rely on this moment this is the deepest and most useful guide to Yandex. Direct, the most complete and up-to-date. Everything in Internet marketing is changing very quickly, and, perhaps, in two years, the specifics of working with PPC ads will change dramatically - so hurry up to read YandexDirect: How to make a profit, not play the lottery, absorb the experience of Philip Tsarevsky, draw conclusions and start your journey in contextual advertising.

High conversions for you!

Artyom Kabalkin

CEO LPgenerator

On our service, dozens of tasks appear every day related to the placement or optimization of advertising campaigns in YandexDirect. I see how relevant this direction is for our customers. And how promising it is for performers.

Contextual advertising provides fast targeted traffic. For products promoted through the landing page, it is almost the only source of the lead stream. It is powerful and flexible, but quite complex. Therefore, I think the book will be useful both for advertisers who do not like to waste their advertising budget, and for aspiring directors who intend to improve their skills in this area.

The book presents two aspects of working on contextual advertising. Actually the technical side of the issue: how to assemble semantic core how to filter keys, what bids to place, how to set a target, etc. And also marketing strategies: how to create a USP, how to write a selling ad, differentiate yourself from competitors and show advantages.

They need to be practiced. Don't buy a book to put it on the shelf. At the end of each section, the author has provided tasks. And this is exactly the point of application of forces, in which experience and benefit are born.

Greetings!

If you have opened this book, then working with Yandex. Direct. Perhaps you are a marketer, or an aspiring entrepreneur, or an experienced businessman. In any case, I am sure that you will find a lot of new and useful things for yourself.

For many, Yandex. Direct is a real headache. After the tenth attempt to figure out the keywords, advertisers outsource work with Direct to special agencies or freelancers. But even there a catch awaits them: 90% of directors are incompetent, another 7-9% are good at understanding, but they do not know the system very deeply. Personally, I only know three real experts. It is even more surprising that many pretend to be professionals - they blog, shoot videos, give master classes and even write books, but in reality they are very mediocre specialists. If I did not spare my time, I would reasonably criticize most of these books and videos. But detailed criticism will take a year of continuous work, and the result will not affect anything. That is why I decided to write this book. In it, in detail and on accessible language the principles of working with contextual advertising are explained, the main methods and "tricks" are revealed. Everything is shown on specific examples, in each paragraph it is argued why it is worth doing this way, and not otherwise.

Imagine that a person who has never driven has bought a car for the first time. The instructions say: turn the steering wheel, press the pedals; here is the gas, here is the brake; preferably drive on the right side; you cannot drive a red light. A person sits down and drives - some kind of mirrors, buttons, bulbs, turn signals and so on do not bother him. How long will such a driver last? How many times will he break the rules, “cut off” others, create a dangerous situation on the road, get lost at difficult junctions, dazzle oncoming drivers with a high beam? I think this is a rhetorical question. He will not ride for long: he will scratch the fence, the police will stop him, sooner or later there will be an accident in which both the car and the driver will be seriously injured. And he, furious, will go to a car dealership and sue them for a defective car.

Sounds funny, right? Most men immediately imagined a pretentious blonde whom a rich boyfriend gave a Porsche Cayenne (if you are a blonde, do not be offended: I exaggerate the situation in order to convey the essence). But this is exactly how 90% of businessmen behave in relation to advertising. What else are there operators, negative keywords, settings, low-frequency, ROI, conversions, point budget optimization, A / B tests, target audience determination, USP compilation, detuning from competitors and the rest of the incomprehensible words? (Do not be alarmed ahead of time, I will definitely decipher the meaning of each of them.) Still, it is much simpler: here is the keyword, here is the ad, here is the rate - let's go! There is a second way - go to a driving school, work out with an instructor, learn the rules of the road. Then "run in" a new car, drive on less dangerous sections of the track to get comfortable behind the wheel. At first, drive slowly along the far right lane, and then, having already got used to it, use the maximum capabilities of the car. In this case, of course, constantly gain experience.

The information contained in this book has been obtained from sources considered reliable by the publisher. However, in view of possible human or technical errors, the publisher cannot guarantee the absolute accuracy and completeness of the information provided and is not responsible for possible errors associated with the use of the book.

Yandex.Direct: Precise Tool or Lottery?

Philip Tsarevsky, founder of the Direct All-in agency and guest author of our blog LPgenerator, has written an extremely useful book, Yandex.Direct: How to Make Profit, Not Play the Lottery. Let's briefly share our impressions of her.

From the first lines, the author addresses the reader, as if to an old acquaintance - to "you", diluting the informative blocks with jokes and examples - all this sets up a positive and easy experience. One gets the impression that you have ordinary reading in front of you for the evening - but not everything is so simple. Philip immediately emphasizes that the book is written for people who practically do not understand contextual advertising - and invites the reader to go all the way, from definitions and examples "on the fingers" to setting up rather complex characteristics of an advertising campaign.

Treating Direct as an investment, not a gamble;

Serious approach to site optimization, split tests;

Stock budget;

Demand for a competitive offer;

Ideally, the marginality of the product is from 2000 rubles.

Despite the ease of narration, the book is a detailed, step-by-step tutorial with assignments at the end of each chapter. A beginner directologist will go from the simplest interactions in Yandex to extremely intricate formulas for calculating efficiency, complex split testing algorithms, analytics tracking, and more. Smoothly, gradually, step by step, Philip will raise your level in Yandex.Direct - by closing the book, you will be able to launch the first campaign much more confidently or competently evaluate the work of a third-party directologist.

We believe that at the moment this is the deepest and most useful guide to Yandex.Direct, the most complete and up-to-date. Everything in Internet marketing is changing very quickly, and perhaps in two years the specifics of working with PPC ads will change dramatically - so hurry up to read "Yandex.Direct: How to make a profit, not play the lottery", absorb the experience of Philip Tsarevsky, make conclusions and start your journey in contextual advertising.

High conversions for you!

Artem Kabalkin

CEO LPgenerator

On our service, dozens of tasks appear every day related to the placement or optimization of advertising campaigns in Yandex.Direct.

I see how relevant this direction is for our customers. And how promising it is for performers.

The book presents two aspects of working on contextual advertising. Actually the technical side of the issue: how to collect the semantic core, how to filter keys, what bids to make, how to set a target, etc. And also marketing strategies: how to create a USP, how to write a selling ad, differentiate yourself from competitors and show advantages.

At the same time, I am convinced that reading such books is useless. They need to be practiced. Don't buy a book to put on the shelf. At the end of each section, the author has provided tasks. And this is exactly the point of application of forces, in which experience and benefit are born.

Petr Schekochikhin,

co-founder and head of the Work-zilla.com service

From the author

Greetings!

If you have opened this book, it means that working with Yandex.Direct is relevant for you. Perhaps you are a marketer, or an aspiring entrepreneur, or an experienced businessman. In any case, I am sure that you will find a lot of new and useful things for yourself.

For many, Yandex.Direct is a real headache. After the tenth attempt to figure out the keywords, advertisers outsource work with Direct to special agencies or freelancers. But even there a catch awaits them: 90% of directors are incompetent, another 7-9% are good at understanding, but they do not know the system very deeply. Personally, I know only three real experts among my competitors. These are not just words - I have done thousands of ad campaign audits and I always ask who the campaign author is. The fact is that the majority of "specialists" study in very superficial and controversial courses that simply retell and interpret the Yandex.Direct reference (not always reliably, besides), and speculate with beautiful "tricks" to attract attention (supposedly there is a check mark that cuts the cost per click in half). If I did not spare my time, I would reasonably criticize most of these books and videos. But detailed criticism will take a year of continuous work, and the result will not affect anything. (At one time I tried to criticize, but realized that it was useless, and took the position of “criticize - suggest.”) This is one of the reasons why I decided to write this book. It explains in detail and in an accessible language the principles of working with contextual advertising, reveals the main methods and "tricks". Everything is shown with specific examples, in each paragraph it is argued why it is worth doing this way and not otherwise.

There is a second way - go to a driving school, work out with an instructor, learn the rules of the road. Then "run in" a new car, drive on less dangerous sections of the track to get comfortable behind the wheel. At first, drive slowly along the far right lane, and then, having already got used to it, use the maximum capabilities of the car. In this case, of course, constantly gain experience.

One of my main goals is to criticize this attitude towards advertising. The book has five important functions: 1) it is step by step guide on creating and maintaining an advertising campaign in Yandex.Direct; 2) at the same time, it is a textbook that reveals the principles of the system; 3) reveals my approach to PPC advertising as a powerful, manageable tool and not as a lottery. Thus, at the same time and reasonably criticizes incompetent authors of books, video tutorials, courses, etc .; 4) she introduces dozens of tools that can be applied in other types of advertising; 5) and it also reveals many of the behind-the-scenes secrets of Yandex.Direct, shows the inner "kitchen" of the work of directors and contributes to the correct perception of this system as an effective marketing tool.

If you are an internet marketer, after reading this book, you will noticeably increase your competence. If you launch a startup, by setting up the maximum targeted traffic on your site, you will gain a chance to get the first profit with minimal investment, and not “waste” the budget in vain, forever abandoning a powerful channel for attracting customers. If you are an experienced businessman, you can check your contractors and employees or select new ones, as well as significantly increase the return on investment in your advertising campaigns and maximize the reach of potential customers.

But don't take my word for everything I've written. Check in practice every point, every "chips" to a single one. They may not all work for you. I have outlined generic methods, which have been tried hundreds of times and will suit most. But every business is unique: something suits one project, something else. The essence of advertising is constant testing - this is the only way to get the most out of the advertising budget. And the best thing to test is what has already worked in many other cases.

This book is not an exciting novel that reads in one breath - it is a textbook. The chapters are structured in a specific sequence, at the end of each of them there are practical tasks. I recommend that you continue reading only after completing these tasks - then the material will be mastered. Otherwise, you will simply waste your time. Then it's better to close this book and buy a more exciting one, for example, my favorite novel Atlas Shrugged - 1000 pages are readable in one breath and are useful for any businessman (and I'm not kidding). However, I myself do not like pseudoscientific text, complex speech patterns, hundreds of specific words and designations. Therefore, I tried to present everything in the most accessible human language, somewhere even with some familiarity, accompanying the text with pictures and live examples, not forgetting to joke from time to time. Otherwise, most readers would not have read to the middle. The book was written on the beaches of the Philippines, Bali, Thailand and Australia. And there it is impossible to write in a strict scientific language. This journey, of course, inspired me, freed me from the Moscow routine and allowed me to plunge into the process of creating a book with my head.

Preface to the third edition

Unlike many other advertising systems, Yandex.Direct is one of the fastest growing traffic channels. The number of updates is growing every year, specialists are finding more and more new methods of work, advertisers are getting better at understanding. This makes the field very interesting and attractive to many professionals. But for the same reason, it was very risky to publish a book on Yandex.Direct - many topics are quickly losing relevance. That is why it was decided to publish a new edition at least once a year, including all updates.

The first and second editions received recognition in the market - they entered the top 20 business books of 2016 according to the popular online magazine E-xecutive, and I received hundreds of emails and messages in social networks with reviews and thanks. Many said that the book became a desktop for them, and even recommended using it in universities, since contextual advertising is very superficially understood in them.

But even without the innovations in Yandex, I would have released the third edition. In addition to corrected shortcomings, the topics of immersion in business and strategies of advertising campaigns have been significantly updated, a more complete method of working with keywords... Over the course of a year, I have been actively working on these particular blocks - conducting tests, introducing new ideas for my clients. Yandex innovations by themselves do not have such a high value; they are more of a formality - you can also see them in the Help. But it is these updated themes that make the third edition truly valuable, even for those who have read the first two as well.

Hope I can be helpful. Now the floor is yours. I would be grateful for the left reviews in any of the online bookstores. Each edition recruits these reviews, and they help a lot to promote the book.

By the way, many out of habit skip the "From the author" block. I strongly recommend reading it, because in it I tell the essence of this book, its structure and methods of conveying information. This will greatly improve the understanding of my thoughts in the future.

Enjoy reading!

I would like to thank Nikolai Krutikov, Mikhail Vinokurov, Vyacheslav Andreev, Pavel Tolochko and Zhanna Kisunina for their help in preparing the third edition.

Philip Tsarevsky,

january 2017

A little bit about yourself

My name is Philip Tsarevsky. I have been engaged in contextual advertising since 2012, I am a certified specialist. In the summer of 2013, he began to actively test different ways: tested different ideas, introduced new methods and tricks. This is what I still do. My professional level is constantly growing. In January 2014, I founded the Direct All-in agency. It provides various services: setting up contextual advertising in Yandex.Direct and Google AdWords, recruiting and training employees for companies, maintaining and analyzing contextual advertising, audits of existing advertising campaigns, analyzing competitors' advertising, creating a unique selling proposition, developing advertising strategies, analyzing the target audience and others. Then I started to conduct free webinars, opened a VKontakte group and a YouTube channel, created my own website and blog. During 2014-2016, he held more than a dozen webinars, shot a hundred training videos, wrote a number of articles that subscribers and competitors snapped up for quotes. Since 2014, I have been conducting individual training for private specialists and full-time employees of companies. I work individually with everyone and bring everyone, without exception, to a successful result. This course is my pride, because all students quickly (within a few months) achieved serious results in their business or as specialists! Thus, I make a significant contribution to the development of work with contextual advertising.

I hope you are not too impressed by my praises to myself. You can talk about yourself endlessly, but this book will tell you much better about me. I have made every effort to make it the best book on Yandex.Direct of all the existing ones.

Acknowledgments

Yandex (without him my profession would not exist).

Alexander Svitenko, Pavel Tolochko, Roman Baikayev, Sergey Nikitin, permanent assistant. And also Roman Bazilsky, Azam Turakulov, Alexander Kirillov, Ivan Rusanov, Anton Simachev, Juliet Grigoryan, Natalia Tsarevskaya, parents, Alexander Kisel, Grigory Tsarevsky.

The focus group, whose members took part in the creation of the book, giving valuable recommendations, were to Roman Petrovich, Mark Vozdvizhensky, Ksenia Vanicheva, Alexander Kabakov, Ivan Sobol, Alexander Svitenko, Nikolai Krutikov, Roman Brunnoti, Anna Amoshului, Alexander Morin, Alexander Chernyak.

Editor Yulia Kirienko for her great contribution to the creation of the book.

To the LPgenerator team for their help in creating the sites.

For teachers, clients, students, staff and subscribers.

To you, reader. In the process of working on the book, I rummaged through all the available information, collected certain statistics and examples, and finally closed some controversial issues for myself. I wrote the book for you, so your merit in my professional growth is very great.

Part 1. Preparing to create an advertising campaign

In this section, I will talk about basic principles contextual advertising and marketing, I will introduce you to the basic concepts, without which there is no point in getting started.

If you have a marketing education and have been working in this area for several years, then I cannot promise that in this section you will find something new for yourself. Read diagonally and move on to the next.

If you do not have such knowledge, then re-read this section twice, delve into every word, and in this case I can promise: the effectiveness of your advertising campaign will increase several times.

Chapter 1. Introduction to contextual advertising

What is contextual advertising

First, let's get acquainted with the concept of contextual advertising, the main terms and definitions, compare it with other types of advertising and identify the advantages and disadvantages.

Contextual advertising (in the meaning that will be discussed in the book) is advertising on the Internet, shown to the user based on his behavior and search queries, as well as appearing on sites with related topics. There are two main types of such advertising: search and contextual media.

Search advertising means displaying advertisements in response to a user's request in a search engine. We will call queries key phrases, or - in the slang of advertisers - keywords. For search advertising, a large number of queries are collected, which are entered by users on a given topic, and ads are written for each query.

Contextual Display Advertising - Ads on third-party partner sites search engines... They are seen by those who were previously interested in this topic in a search engine (you probably noticed this: you are looking for a laptop in Yandex, and it begins to chase you everywhere). Also, ads are shown in the context of the topic of a particular site. For example, on a travel blog, advertisements may appear urging you to go on vacation. This is contextual advertising in its original form: it corresponds to the context that surrounds it.

Ads on Yandex search

At the moment, there are two most popular search engines in Russia: Yandex and Google. Each of them has its own contextual advertising system (Yandex.Direct and Google Adwords). Both have a lot of interesting things, there are many similarities and differences. This book will focus exclusively on Yandex as the most popular search engine Runet. At the time of writing the third edition (January 2016), its share of the search market is about 55% of the audience. 1
According to liveinternet. May differ at the time of reading.

... (There are also many other small search engines out there, and I don’t think it necessary to mention them in this book.)

Display Network Announcement

In addition, there are many other types of advertising, both on the Internet and offline: on television, radio, in print media, in the form of outdoor banners; as well as teaser, targeted, banner, SMM, SEO and other types of advertising on the Internet. All of them work well, but PPC advertising has several distinct advantages over the rest.

Let's consider them in detail.

Fast payback: the first customers can appear within a few hours after the start of work.

Cheap test: it is enough to invest a few thousand rubles to test the demand for a product, offer, ad, website. Experienced businessmen often launch ads even before they buy a product. (Why do so much work if the product may not be in demand?)

Transparent analytics: absolutely everything is analyzed (from what request, when and where the client came from, what is the cost of attracting one client, how much money is earned on it). In offline advertising, this opportunity is very limited.

It is the result that is paid for: Yandex.Direct works on the principle of payment only for the completed click on the ad. There is an auction between advertisers: the one whose bid is higher is shown above. At the same time, there are many additional criteria for the cost of ads for a certain position. In any case, the advertiser chooses the bid per click, the system only sets the minimum values. We'll talk more about CPC formation in Chapter 12.

Targeted ad impressions: with proper settings, in 99% of cases your ad will be seen by people interested in this product / service. If other types of advertising “hit the sparrows with a cannon”, then Yandex.Direct can be compared with a sniper rifle.

Lots of additional opportunities: Yandex provides tools that increase the effectiveness of advertising (budget distribution throughout the day, selection of display regions, etc.), as well as a large number of auxiliary services.

Stable and predictable income, planning ability.

Of course, the Yandex.Direct system has its drawbacks. This is also an "overheated" auction (due to incorrect settings most), and barely visible important buttons in the interface, and "black" competition. But on the whole, the fact is irrefutable: Yandex.Direct is effective. This means that with the right approach, it brings its users a stable income. Let's take it straight away: there is no expensive or cheap advertising - there can be effective and ineffective. It is better to invest 500 thousand rubles and return 700, than receive 150 from the invested 50 thousand (with equal time costs).

I perfectly understand that the review will turn out to be narrowly thematic, but I cannot remain silent! Comrades in the profession were greatly agitated when today Yandex.Direct strategy "Display in the block at the lowest price" was removed. I was preparing for this in advance, for this I ordered the MOST ACTUAL thematic reading material, which appeared on sale immediately after the announcement of upcoming events.

A bit of information for those who are not in the subject, but are interested in my review. First of all, thank you - I definitely would not go into such a topic unnecessarily)) And, secondly, if it is very short, then Yandex.Direct- a platform that provides an opportunity to place advertisements in the Yandex search engine and on sites that are its partners. Google also has a similar service. In general, we all "suffer" from this)) Every day, faced with advertising offers, entering ANY queries in search engines: the first three impressions under search bar are usually contextual advertising that partner organizations buy from search engines. I work for one of these organizations.

I ran into Direct as an advertiser about three months ago, when I changed my job. I am a marketer, the very person who spoils the life of others with obtrusive (and not so) advertising)) My employer, even before he decided to hire me, responded to the offer of a third-party organization for money to create an advertisement for him in Direct. As a result, I got a terrible site, and a terrible Direct. If the algorithm for improving the site was close, familiar and understandable to me, then Direct was terrifying. I "smoked the manual", looked at the free courses of the organization Business Youth, which are available to everyone, tormented the Internet, even visited the official Yandex conference, and was finally convinced that I was absolutely in solidarity with Socrates (or maybe Democritus):

"I only know that I know nothing, but others do not know this either."

I always considered myself a smart girl, so I decided that I would eat Direct! I started with the basics, on the fifteenth circle I rummaged through all the available sources, even scared my colleagues with a terrible obscene parser)) But, to be honest, it did not bring much sense. And in June, there was also a "new blow": the platform abandoned one of the most popular ways of "playing with bets". The same contextual advertising saved me from panic by offering "The Magic Pill" - a new book by Tsarevsky.

I was anxiously awaiting the delivery of the manual, on which I had high hopes. I can tell right away that they were not fully justified. If the release of the book did not coincide with such global changes, I might not have paid attention to the book, but here IT, supplemented by a review on the cover:

"At the moment, this is the deepest and most useful guide to Yandex.Direct. The most complete and up-to-date"

Nenene, no one promised me that it would contain the information I needed, but all this together gave me hope.

I must say that I started reading with incredible enthusiasm. True, I was pissed off that the author was "poking" me right off the bat, like a blind kitten. I'm not a big supporter of such an ardent familiarity, but we are warned about this even in the introduction, like "if you don't like it - don't eat it!"

Fiction has enough positive sides:

Structuring information. The author starts from the very beginning. Some chapters even for me - a complete "snotty youth" are far in the past;
A positive attitude that creates the illusion that Direct is simple, understandable, accessible to everyone;
Nice design (though, in my case, it was not without hack-work - partial varnishing has moved out on the cover and the book looks so-so). In theory, for such a cover it was worth soldering penalties to the printing house, but, apparently, the author decided that the imagines would be fine anyway.

And now the cons:

1) Outdated information, because of which all the fuss flared up: I bought a book published AFTER the announcement of updates from the pen of one of the major entrepreneurs specializing ONLY in working with Direct. Why is it so irrelevant to me now?

Explanation of the photo: In short, Yandex.Direct is a large auction held between advertisers in real time. The goal is to get to the most vacant advertising space at the most "tasty" and not burdensome price. Many advertisers spend tens, hundreds and even millions of rubles monthly (!) On Direct. The aforementioned type of strategy automatically avoided artificially inflating the price of 1 ad view. From July 1, 2017, such a strategy will cease to exist, and advertisers will have to reallocate budgets, choose new strategies and spin somehow. How exactly is it profitable to do, Direct representatives cannot answer (you have no idea what is happening now at their office forum) ..

2) Some logical contradictions;

3) Some strange omissions;

4) Unnecessarily intrusive advertising of paid courses and services of the Author. I understand that it is easier to tell by my own example, but I ALREADY bought the result of mental work, let me master it, implement it, test it and add My opinion. And then offer it. I understand if the Author created a landing page, and posted a link to it in a prominent place in the book, offering us something useful / free, etc., and then would sell services on the Internet, and it seems to work with the context, and offline ignores. Ugh! Can't you see target groups in us?))

What is the bottom line?

If you have just learned from me that there is contextual advertising - learn to work with Google right away, because Yandex has ruined its karma, this book will be the discovery of the year for you, irreplaceable assistant, with right and left hands, in the field of Yandex.Direct mastering. Just multiply by three everything that is written in it. Starting a company in Yandex.Direct in 10 days from scratch on your own, without having such experience at all, is unrealistic. Armed with a minimum base and special programs, I suffered over this for several weeks, and I continue to this day. It is NOT fast, NOT easy, NOT fun, NOT cheap.

For those who "swam and know" the book will not reveal almost nothing new, but it can be great to systematize the information already available, as happened in my case. Experienced "sharks" will not be interested in it at all.

If you do decide to get acquainted with the book, immediately order it in paper, for yourself, and arm yourself with markers, stickers and everything, everything, everything that can help you to assimilate the information in the most complete way, and then quickly refresh it. My copy looks like this)

In general, I will give the book three stars for failing to meet my expectations, and “recommend” it for a competent and balanced approach to learning.

Today "Tsarevsky" is a brand that both experts and novices in contextual advertising know. Philip agreed to talk about the most urgent and interesting context on the market in an interview with Tipler.

Today, together with him, we will take a look behind the scenes of contextual advertising and try to figure out how to make a profit, and not play the lottery.

Tipler:Tell me, has contextual advertising lost its relevance and effectiveness today?

Philip Tsarevsky: contextual advertising today it is still both relevant and effective. After all, this is an advertisement that does not sell an idea of \ u200b \ u200bthe purchase, but directly responds to a specific search query showing to those who are really interested in the product. But there is also a small nuance: competition is gradually increasing and overall demand is decreasing, so it is not always easy to reach a project's payback. There is also such a situation: advertising works, clients come, but the project's work costs zero or even a small minus. It takes time, sometimes several months, to bring the project to the “plus”. But generally speaking, in most cases, in many niches, contextual advertising is relevant and effective.

Tipler:Why did you choose contextual advertising? Why is she so interestingTo you?

Philip Tsarevsky: Several years ago I heard about the effectiveness of contextual advertising and even set up a campaign for my business myself. Then, due to disagreements with a partner, I had to leave the business and for some time interrupt my friends and acquaintances with the "settings of advertising campaigns", receiving a certain% of the profit. At some point, it really captivated me, I began to watch the video materials available at that time, studied and tested a lot. I was especially attracted to analytics. PPC advertising provides a huge array of analytical data in comparison with other ad formats. Here I saw an endless field of opportunities in the field of strategy: entering different segments, working with different target audiences, developing and creating an individual concept, etc. Thus, contextual advertising for me has become not just a system from a series of "customize by templates", but a separate marketing tool for business development. I was interested in how Direct works in conjunction with marketing.

Tipler: Starting from what budget will PPC advertising be effective?

Philip Tsarevsky: There are a lot of nuances here, because in different niches, competition depends on the region, on rates and other factors. Rather, here we need to consider probabilities. If the budget is small, then the probability of achieving a good result is much lower. After all, it is necessary to conduct testing in order to spin the campaign to the desired result, it takes time and money. The larger the budget, the higher the likelihood of a result. In addition, coverage grows with budget, which also plays a big role. But at the same time, in some cases, even a budget of 100 rubles per day can be effective.

Tipler:What should a beginner be guided by when creating an advertising campaign?

Philip Tsarevsky: If a newbie sets up an advertising campaign for the first time on his own, he needs, firstly, to lower everything. possible risks, and secondly, to get the most useful experience in order to understand how contextual advertising works and works. And here it is very important to set yourself up correctly: you make investments without expectations and forecasts. You need to be aware that if you are setting up an advertisement for the first time, this does not mean that now you will launch it and buy yourself a Porsche Cayenne. To avoid serious mistakes and not "drain" the advertising budget, I can give a beginner the following recommendations:

Use the most obvious hot queries, which are clearly entered for the purpose of the purchase.
Write the most common ads, do not go into micromanagement, do not bury yourself in different "tricks" and dances with tambourines.
Set up your campaign as simple and unpretentious as possible.
Study carefully various settings and check marks. Many of them can "drain" the budget to nowhere, for example, additional relevant phrases.
If the campaign is aimed at search, then do not forget to disable networks (YAN) in the parameters.
Work out negative keywords or quote keywords to avoid wasting your budget for junk queries.
Check the words so that ambiguous phrases do not get there: they need a special approach, they are at risk.
It is better to concentrate on medium-frequency requests, because low-frequency requests require a long detailed study, and too short and popular requests are at risk.

Tipler: How many campaigns have you already set up? Are there any differences in the approach to contextual advertising in small, medium and large businesses?

Philip Tsarevsky: In fact, there are three degrees of my involvement. First, I set up "inside and out" contextual advertising. There are companies for which I have developed concepts and strategies, which is called "brain control". There are companies where I was involved in the process already at the stage of management. In total, the number of campaigns is in the hundreds, but it is extremely difficult to calculate the exact number.

If we talk about whether the approaches to setting up advertising for small medium and large businesses differ, then there are much more divisions. After all, there are also such parameters as regions, average receipts, margin, required coverage, etc. The larger the check, for example, the less coverage may be needed. I would divide more by types of business: geo-dependent services, geo-independent services, online stores, manufacturing and industrial plants, wholesale, etc. And for each type of business there is a certain approach to setting up contextual advertising, for each - its own individual strategy ... But I don't want to disclose this strategy now, because at the interview I ask this question to every candidate for the position of a Yandex Direct specialist. From the answers, I understand their real experience and how they will behave in a given situation.

Tipler: How to become an advertising specialist?

Philip Tsarevsky: First, you need to gain theoretical data, study the Yandex.Direct help, read my book "Yandex.Direct: How to make a profit, not play the lottery", look at some popular courses. This is the most essential basis. Next, you need a variety of practice to gain experience to work with different kinds business. It is worth working with different niches, budgets, regions. This will allow you to build a base, foundation. And then we have to develop in the direction of marketing and strategies. For me personally, an expert is not someone who knows Yandex Direct's help well, but someone who can, in each specific case, develop a strategy that will give a result, even if not from the first days. So you can go further, for example, to my advanced training courses, where I teach strategies and specific tactics, and do not retell Direct's help. But starting to study Yandex.Direct immediately with such a deep dive, in my opinion, is useless. You cannot study integrals without knowing the numbers.

Tipler: What are the results of your clients? How many failed projects? Is it possible to set up Yandex Direct in a couple of hours, and at the same time it will work well and bring applications?

Philip Tsarevsky: It is certainly possible to set up in two hours, but with a success rate of 20-30%. It's like a lottery. After all, many specialists set up a campaign according to a template, as they say, "on their knees" and hope that it will "go". And here, indeed, it can go, or maybe not. A campaign can be set up "hastily" to quickly test demand in a niche or region, or to quickly get some orders in case of seasonality. Our clients come to us to improve their results. We find growth zones in their existing campaigns and improve them. Of course, there are also unsuccessful projects. We have this figure in the region of 15% of all projects, although in the market on average it is much higher. In 85% of cases, we give a better result than it was before us. Generally speaking, my opinion is that you can always bring a campaign to perfection, but it should be a joint work of the customer and the contractor. Sometimes it just doesn't work out quickly, and the customer's patience and budgets are not limitless - that's where this 15% appears.

There are also such clients who expect 2 or even 3 times growth. They come and hope that the Tsarevsky brand will perform a real miracle: it will wave its magic wand and requests will fall on the client's head. Yes, we give improvements, but this is rarely a 2- and 3-fold increase. Typically, there is an increase of 20-40%. And these are very significant figures, I must say. They just sound modest compared to the cases that are promoted at the conference. Although these cases are usually just a survivor's mistake, isolated cases (and often exaggerated). So it turns out that expectations and reality diverge, although there is a result, but the client remains dissatisfied.

Tipler: Still, who brings applications: Yandex Direct, the site or the client's business itself?

Philip Tsarevsky: There is a single ecosystem, which consists of the following components: product (offer), delivering the offer on the site and targeted traffic. Everything should work in conjunction and all these components affect the final result. If the user does not understand the product and its presentation on the site, then the result will not be even with the best advertising in the world. If the product is cool and the website is presented correctly, then the result, of course, will be good even with weak advertising. And if the product is average, “normal”, the site is also average, then in this case the main load falls on contextual advertising, the result largely depends on it. We have had cases when we did not change anything on the product, did not change the site, but worked exclusively with the context settings. The result changed quite significantly. There is also such a situation: the product is bad, but people know how to sell it ("head over heels.") Such a strategy will work, but not for the long term.

Tipler: Is it relevant now to set up an advertising campaign according to the principle of 1 key - 1 ad?

Philip Tsarevsky: If we mean low frequency, then no. You need to group and merge keys in connection with the "low impressions" status, or refuse such requests altogether. And if the frequency is already higher, then it is necessary. First, then the ad will have higher relevance and CTR. By working through nested queries, we increase the average CTR for the campaign. And secondly, it will be much easier to manage a led campaign. We pay great attention to controllability. Sometimes it is better to spend 2 times more time on development, but make a manageable campaign and save much more time on subsequent maintenance.

Philip Tsarevsky:Very situational, I don't want to give any templates. And this is my big pain, because the whole market works according to templates. Someone learned to set up only "hot" ones at a webinar, and whoever comes to him, everyone does it under one carbon copy. I am for an individual approach. Imagine you have an online store with a relatively cheap product with a $ 800 margin. And in this case, a large coverage is needed. What are the hot keys here? The margin is already small, and the advertising budget will also cut it, which means you need a large coverage, you need both "warm" and "hot" keys. And somewhere the customer will have a limited budget, or very strong competitors - then you will have to look for less competitive requests. And there are dozens, if not hundreds of such situations. In addition, you still need to decide what is considered "hot" and what is "warm" requests.

But, in general, perhaps, the priority will be from "hot" to "warm".

Tipler: Now Yandex has a new trick - the creation of an RK for money. What do you think about this?

Philip Tsarevsky: Let's say that everything is done very well, campaigns are set up thoughtfully. Then this phenomenon is definitely a good thing for beginners, especially those who come with small budgets. But for freelancers, this is a competition that will be difficult to withstand with proper Yandex PR. Many freelancers who set up a campaign using templates will lose to the same freelancers, but from Yandex. But there is an important nuance here. Yandex specialists are not omnipotent, and they will not always be able to give a result - because of the site, product, shallow immersion. And if the customer does not receive a result from a specialist from Yandex, what conclusions will he draw? Who then will give the result if Yandex itself could not? Where should I go then? Again, there may be many messages on the forums in the style of "Yandex Direct is a complete scam." I think there will be a certain churn of frustrated advertisers because of this. But if the freelancer did not give the result, you can already blame the failure on his competence, there will be new attempts, and in the end something may work out.

But time will tell, we need to look at how deeply Yandex will dive in and fine-tune advertising campaigns, whether they will have tools that are not available to ordinary users. Such an experiment already took place several years ago, when Yandex set up advertising campaigns for free. To be honest, the results were weak, and the campaigns were clearly of low quality. It will be interesting to watch this time.

Thank you for the interesting interview, Tipler wishes you even more interesting projects, new records in contextual advertising and grateful clients.

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