How to determine the effectiveness of direct advertising. PPC effectiveness: analysis of key indicators

Thanks to the optimization of work with contextual advertising, in just one month we managed to halve the monthly budget and quadruple the number of clicks and hits. The activity of sales managers was reduced to work with the incoming flow. What steps have been taken to achieve these results?

Veniamin Bakalinsky,

CEO, iTrex

In this article you will learn

• How to evaluate the optimization result

Contextual advertising is one of the most popular online sales tools: in 2013, it accounted for three-quarters of all advertising budgets. Many people use it, but efficiency contextual advertising not everyone sees. Typical complaints are: the number of clicks is low, and the cost per click is too high. In addition, many advertisers cite low conversion of clicks into purchases and the difficulty of calculating this parameter among the main problems. Nevertheless, this tool is in demand, because without “context” there is nowhere now. Some try to set up and run everything on their own, since this is not so difficult. Others outsource advertising to agencies. Still others use ad automation systems and robots for holding bids and positions, such as eLama, DirectManager, and so on. However, many leaders commercial services the results are still unsatisfactory.

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According to our estimates, in areas with little competition, there are usually few clicks, in highly competitive areas there are more. But in good positions, the cost per click sometimes rises to completely sky-high values: from $30 to $50 and even up to $90. At the same time, a click on lower positions can cost $5-7.

You should also take into account the conversion of clicks into requests, which is in the range of 1-5%, and the conversion of requests into purchases ranges from 5 to 20%. As a result, the real cost of acquiring a customer is much higher than it might seem. Of course, we should not forget that the quality of the site, both its design and content, greatly affects the conversion into purchases. However, we will leave these questions behind the scenes for now. Let's use the example of our company to consider why setting up contextual advertising is so important and what needs to be done for this.

Why contextual advertising optimization is a need, not a whim

We acted in much the same way as any average advertiser in the market. First, we set up ads ourselves. Then we decided that the agency would manage it more efficiently (especially since most agencies do not take money for running campaigns in Yandex.Direct, but live on a commission from Yandex). Subsequently, the task was transferred to another agency, since the advertising budget began to be spent too quickly, and the effectiveness of contextual advertising remained at the same level. Then there was another agency. Then we transferred the campaign to a personal manager at Yandex. They took it from there and gave it to a freelancer, who was later changed to another. It is hardly worth saying that all the contractors were not accidental: they were recommended by friends, and they all treated us adequately. However, in the b2b sphere, advertising is very expensive, and the profits are by no means fantastic. That is why what the performers gave us did not suit us.

By the time we decided to take PPC optimization back into our own hands, PPC was an important source of customers, but far from the most important. A greater flow was attracted through cold sales and personal recommendations. The budget for the "context" was about 50-60 thousand rubles. per month. We tried to bring it up to 100-120 thousand, but this did not give a visible result.

Advertising costs stopped paying off, and we returned to the optimal budget. "Context" at these costs brought about 15-20% monthly turnover companies. In its purest form, it was on the verge of profitability, but we expected that many customers would come again and then their orders would begin to make a profit. This was only partly true, since our main area is b2b, and through contextual advertising, it was mostly individuals who almost never make repeat orders. Therefore, the effectiveness of contextual advertising remained low.

Algorithm for setting up contextual advertising

One of the most serious problems- this is the exclusion of ad impressions for irrelevant queries of a non-target audience. Like most advertisers, when creating query templates for which our ads will be shown, we actively used negative keywords to cut off unnecessary audiences. However, they did not give the desired result. For example, users can add “in China”, “free of charge” to the phrase “translation agency” – there are a lot of options. Contractors look through requests for statistics from the Yandex Wordstat service and enter everything superfluous into negative keywords. However, negative keywords do not guarantee the complete exclusion of unnecessary audience. We have a request template “translation agency -Ukraine -free -business plan” (negative keywords are indicated in the request with a minus sign - Ed.). An ad on it will not be shown on the request "translation agency in Ukraine", but will be displayed on the request "translation agency in Kyiv" or, say, "translation agency 12345". That is, it is impossible to foresee all the options - the ad will be shown for a variety of irrelevant user requests. CTR decreases and, as a result, the cost of a click in the system increases. So, if such a problem has arisen, all optimization of contextual advertising must be started from scratch.

Step one. We create semantic core. Analyze all relevant queries according to Wordstat and Google statistics and select from there everything that matches your activity. Take even those requests that are very rare. In terms of meaning, the new semantic core will remain the same.

Then make a table in Excel in which, from the available queries and individual keywords, create the maximum number of possible combinations - from simple and short to long and rare: for example, from "translation of the contract" to "translation of the contract with in English into a Russian native speaker. The formulation of combinations must first be approached from the position of logic and knowledge, based on how customers are looking for you. And then - purely "technically": add synonyms and alternatives to all the resulting combinations. For example, if the original request is “translation from Russian into English”, then the languages ​​\u200b\u200bin it are changed to those with which we work, and instead of one request, 50 are obtained. Or all requests with the words “translation agency” are duplicated in the options “translation agency ”, “translation company”, “translator”, “translation center”.

Technically, such requests are created as follows. A query with alternatives is entered into the excel file in the Yandex.Direct format in the following form: “(bureau | agency | center) of translations”, then the file is imported into the campaign in Direct, and then the resulting campaign is immediately exported back from "Direct" in the table. In the resulting file, each request already goes on a separate line. Such an iteration is needed for further processing and generation of requests. We got about 15,000 of them.

All requests must be enclosed in quotation marks - this will indicate to the system that the key phrase must exactly match the request. As a result, it turns out that the ad corresponding to the key phrase, for example, "translation of the agreement" - is shown only for the request "translation of the agreement" and does not appear for the requests "translation of the agreement into Russian", "translation of the agreement into text form". This will give you an exact match.

Step two. We create ads. smash key phrases on topic groups and for each group, write an ad that is supposed to be in the interests of the one who enters such requests. We got about 1000 ads. Of course, many of them are similar and differ for the most part only in the names of languages, topics or documents.

Step three. We associate with the correct pages on the site.“Putting” all users on the main page of the site is stupid: many will leave if they do not immediately find an answer to their question, and this reduces the effectiveness of contextual advertising, since payment is made for clicks. Therefore, for each ad, you need to specify the appropriate landing page that would answer the user's request. For some ad groups, the landing page will be the same, but it is important that each page matches the ad in meaning. For example, from the request "translated from English price" the visitor gets to our page with a detailed price list.

Step four. We upload the final information to Yandex.Direct. Adjust the tables to the format that can be uploaded to Yandex.Direct. The description of the format is in the service manual. Pay extra attention to specifying a set of short links that are displayed under the ad text. Here it makes sense to provide links to information that will be of interest to the majority of target users: prices, terms and customer recommendations. Data is uploaded in one file through a special form.

All the work described above (the entire optimization process) can be completed by one specialist in about two weeks, if he treats it with maximum responsibility.

How to evaluate the effectiveness of contextual advertising

Monthly monitoring of the situation showed us very positive changes. The average cost per click dropped from $4-5 to $0.7 when showing ads in a search engine. In the contextual network (on sites that are partners of the system), it amounted to $0.1. Previously, we did not use the context network at all, since it was rapidly eating up budgets at a cost of $0.5-0.8 per click and did not give the slightest result.

The click-through rate for all campaigns increased from 0.7-1% to 5-7% on average. We were prevented from getting higher numbers by ads that are shown very rarely (10-20 times a month) and do not generate clicks at all. These are situations when the user is not targeted or our ad did not interest him. We are still working on these announcements. And for individual ads where there are clicks, the CTR can be 10, 20 and even 50%.

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The fact that a lot of requests and announcements do not work yet (since such requests are entered very rarely) is not scary. There will definitely be a return. Indeed, for rare, low-frequency queries, the user will see your ad, which will be in higher positions relative to other advertisers, or even be the only one. At the same time, a click will cost you many times less than for competitors.

When determining the cost per click, the search engine takes into account the CTR, and this ad has a high CTR. And the higher, the lower the cost per click will be for you. The same query "translation agency" with negative keywords will be significantly more high-frequency and with a lower CTR than a strict query "translation agency", since in the first case all combinations of the words "translation agency" with any other words, including irrelevant ones, are suitable. This means that the transition to a strict request, as a rule, will cost less.

Automation of bid management. Additionally, you should take care of bid management, because if competitors raise their bids per click for some queries, then your ad may be forced out of impressions and in order to remain in the visibility zone, the price will have to be increased. On the other hand, if your competitors' bids are lower than yours, it makes no sense to keep your bids high - you can lower them without losing positions. However, manually tracking them and changing a large number of ads is not an easy task. Therefore, to set up contextual advertising and manage rates, it is better to use auto brokers 1 .

There are many companies on the market now offering such services for a small subscription fee. We have been using the services of the "Magazion" service for quite a long time. It gave good results, but at some point, the owners, apparently, decided to curtail the project, and the system stopped updating rates. Then we used the DirectManager system, but it did not bring much benefit, so for now we settled on the built-in Yandex.Direct auto-broker. The opinions of advertising experts on this issue differ: some believe that the built-in auto broker “plays along” with the system and sets prices above the optimal ones; others say it works fairly, does everything for free, and updates bets more often than third-party solutions. We haven’t noticed a big difference yet, but we haven’t been very fond of testing: winning 5-7% in bets is not worth the time that needs to be spent on testing. So far, the autobroker is doing its job quite satisfactorily.

1 Autobrokers are automatic CPC optimization systems. They constantly monitor the cost per click and keep it at a minimum level, taking into account the specified campaign parameters. - Ed.

Veniamin Bakalinsky Graduated from the Faculty of Cybernetics of MEPhI in 2002. Passed MBA course at the State University Higher School of Economics. Prior to organizing the translation agency, he was engaged in marketing and promotion in the companies NeuroK, Ventra and in the TOP magazine.

iTrex Translation Agency founded in 2006. It ranks 26th in the ranking of the largest translation agencies in Russia according to translationrating.ru. Among the clients: AK BARS Bank, SU-155, Mail.Ru Group, Miroglio Group, Ozon.ru, Raytheon Professional Services. Turnover - $ 1.6 million (in 2013). The company is currently preparing to open a branch in Tel Aviv. Staff — 10 employees; over 2500 freelance translators. Official website - www.itrex.ru

Understanding how it works and how to evaluate its effectiveness is difficult, sometimes very. But with our little guide, this will be a little easier. If you don't know what a good advertising campaign should be in Yandex.Direct and Google AdWords, seek zen, read and be enlightened. I'm here already.

How to evaluate the effectiveness of contextual advertising

To get started, you need a plan. State the purpose of the campaign as clearly as possible. “Get new customers” is not the goal. But “achieving 15 applications per month” will do just fine. The second important point: the evaluation of the effectiveness of contextual advertising should be carried out in comparison with any period. If this is your first ad, you can look at the conversion rates, abandoned carts that your site is already generating.

Target actions are defined

It can be:

• Purchases;
• calls;
• Filling out the feedback form;
• Adding a product to the cart;
• View contact page;

To evaluate the effectiveness of contextual advertising, it is also useful to analyze user behavior on the site. This will help you understand how interested users are in your offer and how it meets their expectations. Be sure to look at:

• time spent on the site;
• viewing depth;
• bounce rate;
• Repeat visits.

To track all this, be sure to set up goals in Yandex.Metrica and Google Analytics. And don't forget about utm tags for campaigns.

Well thought out campaign structure

All is well if different types ads are grouped into separate campaigns - this makes it easier to calculate the conversion. For example, by type of service or product, region, type of requests.

Ads are made correctly

For everything to work well, ads need to be optimized. Here's a little checklist:

• There is a keyword in the title and text;
• The ad has short description benefits, price, call to action;
• Phone number, address, quick links are indicated (for example, to the corresponding category in the store) No.
• Landing pages are chosen correctly and meet the expectations of users;
• The links have UTM tags;
• The correct semantic core has been selected.

KPIs defined and calculated

Let's say you figured out the metrics and RK settings, stocked up on popcorn and got ready to watch profits grow with tears of happiness. Now it's time to count KPI - this is the main tool for checking the effectiveness of contextual advertising. They help you estimate the cost of each visit, referral, or sale. If the values ​​are within the normal range (which depends on the average bill and other parameters), then you can just sit back and enjoy life, and if the campaign is unprofitable, go through all the checklist items again and look for errors. Increased attention should be paid to CPA and because these are key indicators, but it is also useful to analyze everything else. Let's deal with each incomprehensible abbreviation separately.

ROIstands for return on investment, and in Russian "return on investment". It is calculated like this:

ROI = (Income - Investments) / Investments x 100%

CPAis the cost of one target action. It is calculated like this:

CPA = Costs / Number of targeted user actions

CPL- the cost of one call. Here, too, everything is simple:

CPL = Costs / Number of hits

Finally, one can calculateCPO/CPS(cost per order/sale) is the cost of the actual sale. As in other cases, to evaluate this indicator, you need to divide the cost of contextual advertising by the number of sales.

Rate limits set

It is necessary to decide how much you are willing to pay greedy search engines for one visitor. This indicator is calculated from the conversion rates and the average profitability of the sale. If you don't set a cap on the cost of a visit, the money will fly away very, very quickly, and the efficiency will not be very high. It is also useful to determine the daily budget - this will help optimize costs.

How to check the effectiveness of contextual advertising?

Compare the dynamics and KPIs of campaigns with each other and in different periods of time. Obviously, you need to evaluate the number of conversions and their cost.

Budget = Number of clicks x Average cost per click

Yandex.Direct

Direct has special service, accessible from the main interface. It's called (suddenly) "Budget Forecast".

It helps to calculate advertising costs and predict the main indicators: CPC for queries, CTR, number of impressions and clicks. The main thing to remember is that a forecast is a forecast and the indicators are calculated from the statistics available to Yandex. And it consists of the results of campaigns of other advertisers, which vary greatly in quality: some do everything in jewelry, while others simply drain the budget for who knows what. The real picture will greatly depend on the settings of the RK. If everything is done correctly, then the budget may well be less than predicted.

Google AdWords

In Google, the Keyword Planner Tool does the same.

Everything is available there: calculation of the average number of impressions and clicks, their cost. All indicators are also calculated based on statistics, so the real picture may differ and will depend on the campaign settings. It is also important to take into account that only placement in the search is taken into account, i.e. no forecast is made for impressions and clicks in partner networks (this is true for both systems).

What determines the cost of the context?

• Type of allocation. The most clickable places - on the left above the issue - are the most expensive.
• Campaign settings. If you set up impressions for the whole of Russia and do not set the time range, then the advertising budget will increase dramatically. Good way optimize costs - set geo-targeting as accurately as possible and show ads only during "hot" hours.
• Season. Demand for air conditioners rises strongly in summer, and for heaters in winter. This should be taken into account when planning AC, because the higher the demand, the higher the cost per click will be. You can see the dynamics of changes in the frequency of queries in Yandex.Wordstat and Google Keyword Planner.

If each ad group has its own AC launched, goals are correctly defined and KPIs are calculated, it will not be difficult to evaluate the effectiveness of the context and, in which case, adjust the strategy. Calculating advertising costs is also easy: for a rough estimate, you can use the special tools of Yandex and Google.

Advertising in Yandex.Direct or Google AdWords should solve specific business problems. To determine if you are moving in the right direction, you need to monitor each ad, optimizing its settings and gradually increasing the flow of targeted traffic. Customizing your ads target audience and budget after certain time after its launch, evaluate the results and increase ROI by comparative analysis multiple campaigns.

3 questions before starting work

What are the goals of your advertising campaign?

All goals should be expressed in measurable terms:

• number of target actions;
• CPA — cost of action in rubles;
• campaign conversion percentage.

Let's say if you invite to a webinar, then your optimization goal might be to get 200 registrations. Sell ​​flower arrangements - increase the number of orders from the site by 4-5 times. Success in achieving results is determined by KPI. This is exactly the indicator that determines the whole. You need to make comparisons on it even before making all the settings.

What tools to use for analytics?

Best suited for this type of problem.

• Google Analytics.
• Yandex.Metrica.
• liveinternet.

Why consider the effectiveness of contextual advertising?

Without evaluating conversion rates, you cannot make adjustments to the course of an advertising campaign. Ultimately, the results can be extremely unexpected, quite possibly unpleasant. Without conversion assessment, it is impossible to determine ROI - an indicator of your investment effectiveness. Moreover, it is important to calculate the conversion for individual advertising campaigns. That's the only way to understand what brings desired result, create the maximum list of negative keywords, set up the necessary extensions, and then launch effective retargeting.

Analysis and conversion calculation

First of all, we fix the initial conversion rates. Then we determine the campaign budget and the average cost per click. Start from Yandex.Metrica data obtained during the previous optimization period. You can take information for all time and for the last week. So your audit will be deeper, and your expectations will be more justified.

Once you have decided on the time frame, move on to cleaning the campaign from non-targeted clicks. What should be removed first?

• Inefficient keywords (everything that brought no more than 3 clicks).
• Garbage words (what was skipped from Wordstat).
• Ineffective display regions (characterized by low conversion).
• Inefficient platforms in YAN.

For cleaning you will need statistics:

• by keywords for the period of interest;
• according to the phrases of YAN;
• GEO for campaigns covering several regions or the whole of Russia.

Reports are summarized in an Excel spreadsheet. Now your task is to eliminate everything inefficient. After cleaning, we proceed to the analysis. It is carried out 1-2 weeks after the optimization. The number of clicks, CTR, cost per click and conversion rates are compared - before and after optimization.

Upon completion of determining the conversion values, we display the KPI. We use for this the conversion indicators obtained after cleaning. For example, your conversion rate is 5%. This means that out of 20 attracted visitors, only 1 will leave an application. Let's say the average check is 2000 rubles, and the profit from the sale with this number of visitors will be equal to 400 rubles. Accordingly, you can spend a maximum of 400 rubles to attract 1 client (or 20 visitors at the current conversion level).

Let's assume that the marginal cost of a click will be equal to 20 rubles (400/20). If a click costs $20, attracting 20 visitors will cost $400 (20X20), and the revenue at the end of the advertising campaign will be $1,600 (2000-400).

Conclusion: the maximum cost per click depends on the amount of net profit per client, conversion and how many times you want to increase investments. A click price of 20 rubles will allow you to return the money spent on advertising, but nothing more. An increase in profit from investments by 2 times is possible if the maximum cost per click does not exceed the amount of 10 rubles.

Measuring ROI

After measuring KPI, we will be able to determine the most important parameter of any advertising campaign - ROI. This is how we know the true value of our investments. The following formula is used to determine ROI:

The calculation will look like this:

((2000-1600)-400)/400 = 0.

The advertising campaign was not successful, because the ROI is zero. The investment paid off, but it was not possible to make a profit. To achieve a positive result, the cost of a click should not exceed 10 rubles. Only then the ROI will be 100%, and you will earn 2 times more than you invest:

((2000-1600)- 200)/200 = 1, or 100%.

Rules to follow when calculating the effectiveness of contextual advertising:

1. Your investment should pay off. And advertising is to make a profit, and not just cover investments.
2. In your measurements, you must be accurate and consistent. Cleaning and performance analysis first, not defining KPIs.
3. The figures must be converted into actual sales. Otherwise, there is no point in starting calculations.
4. Analyze both your successes and failures. Take into account the worst and best campaigns, compare them by all indicators.
5. Any analysis must be honest and objective. Don't sugarcoat the results. Only in this way can you achieve a truly excellent result.

Show all content

I remember the times when it was possible to launch contextual advertising on the site and get customers.

Following the increase in competition, investments increased, while efficiency, on the contrary, began to decline rapidly.

Therefore, now you can’t just hope for a chance, you need to be able to measure the effectiveness of contextual advertising and punish the performer for his mistakes in time.

But let's decide right away. Specialists in setting up contextual advertising will hardly be able to calculate the effectiveness of the provided models. Why so, you will soon understand.

Therefore, the article will be primarily useful to business leaders who receive reports with a huge number of figures that are impossible to understand. If this is about you, then sit down, we are on the way.

one by one

To start an article about the effectiveness of contextual advertising with a story about what contextual advertising is, in my opinion, this is bad manners. If you do not know what it is, then you are welcome to read the article

It describes everything in great detail and with examples (as in all our articles).

I'll start with the fact that for a specialist who makes contextual advertising (director), and for a business owner to whom a directologist brings these reports, efficiency is completely different things, and the criteria for evaluating it are also completely different.

In the director's head

For a typical director, the effectiveness of contextual advertising is measured in 4 dimensions. Rarely do we meet a specialist who looks further and deeper:

1. Transitions. How many customers clicked on the ad after launching the ad.
2. Company CTR. The ratio of ad impressions to the number of people who clicked on the ad.
3. Click price. In contextual advertising, you pay only for clicks.
4. Failures. Displaying the number of people who were on the site for less than 15 seconds (in Yandex.Metrica).

Healthy. You can easily see the first two indicators of the effectiveness of contextual advertising in any.

From the most intuitive, choose either Google.Analytics. To see the rest you need access to personal account contextual advertising.

It is by these indicators that directors evaluate their work. “CTR high? CPC going down? So what else do you want from me? I'm doing great!"

This is where the fun begins. Because the employer sees everything in completely different colors.

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In the head of the leader

For a business leader, the effectiveness of contextual advertising is measured as follows.

And ... In theory, there should be clear criteria by which each manager evaluates the "effectiveness of online advertising."

But they are not. For some, this is traffic on the site, and for others, calls and orders. For the third - the advertising budget that is being spent. For the fourth - the money in the box office at the end of the month.

But if the owner has been married to contextual advertising for more than a day, then, discarding imaginary criteria, he begins to come to logical goals, which, depending on the business, can have one of three forms of result:

1. New (form on the site);
2. calls;
3. Purchases.

The third goal is the best. The first two are also not a bad option, although in the end they will still lead to the last one.

Each manager takes as a basis one of the listed results. And they are fundamentally different from what the director measures. Where is the truth now let's figure it out.

Three Approaches

- I spend 200 thousand rubles a month on advertising on the Internet. Where are my clients?
– You have a very high CTR.
– To hell with your C-T… how is it? Where is the efficiency?
- What do you think about efficiency? By what formula?
- What is the formula? I see few sales.
- Clearly.

This will not work

Do not do it this way. We are all serious businessmen, which means we must measure the results of contextual advertising with a serious approach.

Ideally, you should be able to understand the indicators of a directologist, but if you don’t like them, then you need to count everything in the money received.

Therefore, especially for you, dear reader, I have prepared 4 approaches for deciding whether your campaign is effective or not.

These are ready-made formulas according to the level of your knowledge and desire to know everything to the atom in your advertising.

ROMI: Beginner Level

The easiest way to evaluate the effectiveness of contextual advertising is to calculate the ROI.

It is a measure of return on investment that is used in almost every line of business.

If ROI is greater than 100%, then this good news, then you most likely have no loss.

I say “probably not a loss” because you still need to remove the cost and other expenses. That is why this model is for beginners.

If you want to learn more about this approach and see how to calculate ROMI with examples, then I highly recommend reading our article.

CPL: Experience level

CPL is the cost of one call or, as it is now fashionable to say, the cost of a lead / application.

This indicator is calculated by the formula for a certain period of time. The typical period is a month, since once a month the company pays a salary to a director.

Since sometimes it is not possible to get through to all applications and talk about your product. Therefore, be sure to remove low-quality leads.

It remains only to combine the number of calls with applications for the final result.

By the way.If you want to connect call tracking, then I have a gift for you - a selection of TOP services. – 1,000 bonuses to the account (by code 99129), Roistat - 5,000 rubles. to the account (to the INSCALE code), Callibri (code 76C6IMERUQ), mango-office .

CPS: Very advanced level

CPS is the cost per sale. Only we call it customer value.

For example plastic windows, this is the one who left a request on the site, arranged a meeting with the manager and came to the office to make an advance payment. It is also calculated according to the formula:

To understand how adequate the cost of a client from the context you have now, you need to know the maximum allowable value, taking into account all expenses and income.

In addition, the cost of the client will be a great conversation starter with any director.

After all, after you tell him that you need sales (in the worst case, applications) for 2000 rubles, then he will not think to justify himself to you with a huge CTR.

But directologists are not stupid either, they will ask you for conversions on each . Therefore, be prepared for this.

LTV: Master Level

If you do this, then, firstly, you will be very surprised by the numbers received, and secondly, you will greatly change your outlook on attracting customers.

And thirdly, you will be head and shoulders above 90% Russian entrepreneurs, which are still guided by the peephole. And this means that the increase in work efficiency is not far off.

But trust me, it's worth it. This analysis of the effectiveness of contextual advertising is the most reliable. And looking ahead, it is not necessary to say that you do not have repeat sales.

They are in any business, you just have not implemented them yet. I can bet anything

By the way. If you are interested in analytics, I recommend testing the following services: Roistat (using the promo code “INSCALE” +5,000 rubles for testing), Comagic or Callibri (using the promo code “76C6IMERUQ” + 500 rubles).

BRIEFLY ABOUT THE MAIN

Business is not only luck and flair, but also calculation. In business, everything must be measured in numbers.

They may be beautiful on paper (high CTR and low CTR), but the quality of applications leaves much to be desired and in the end you will spend more on attracting a client than earning from him.

Therefore, the time for general calculations has passed. Read everything in detail. Moreover, now you know what you need to ask a directologist: ROMI, CPL or CPS adjusted for LTV.

The directologist will provide you with the first two indicators easily, but to get the second he will have to work hard, and, as you know, no one likes to do this. But stand your ground.

P.S. Most business leaders do not like advertising on Google.Adwords, believing that since I'm not sitting there, it will be effective for me.

And I want to disappoint you with fresh statistics on the cost of advertising in Google relative to Yandex:

1. For the center of Russia, the cost of attraction was lower by 11.2%;
2. For cities with a population over a million, the cost fell by 14.6%;
3. For cities under a million, the result was up to 25.3% in favor of Google.

: this is the initial information, the minimum basics that are needed to present a more or less big picture. Today's third article goes into a slightly narrower specialization: we will tell you how to analyze contextual advertising.

Analysis of the effectiveness of contextual advertising: what tools to use

Yandex and Google have developed special analytical mechanisms for their systems - Yandex.Metrika and Google Analytics. These are special tools thanks to which the account owner can understand what is happening on the site after the user has clicked on the ad (the same analytics systems are also used in). They have system and functional differences, but regardless of which search engine you promote your campaigns in, you need to be able to set goals.

Let's start the review with the goals of Yandex.Metrica. This analytical tool Metrica takes into account all visits to the site - and it doesn’t matter where the user came from, but thanks to integration with Direct, you can get information about the KR. For it to be correct, you need to set goals. A goal is a specific user action that is expected in response to an advertisement.

An example of creating goals in Yandex.Metrica

You need to set goals right away, because they will be used to generate a report on the work of the CD and it is they that allow you to track the actions of visitors. For example:

• set the goal "Number of views" - we track and see in the report the number of visits during which certain pages were viewed;
• set the goal "Page visits" - we track whether a page or several pages of the site were visited, whether there were clicks on an external link, whether there was a click on a button Email and the file was downloaded;
• set the goal "JavaScript-event" - we track almost any arbitrary events on the site that do not change the page address: clicking on a button, filling out a form, the time the user spent on the page;
• we set a “Composite goal” - we track all of the above.

You can learn more about setting goals in Yandex.Direct in Yandex.Help.

After installing the Metrics counter on the page for which data is needed, data collection for the set goals will begin and a report will be generated.

What can be learned from the report?

• For which campaigns advertisements, keywords and phrases, search users find your site and visit it, as well as in what region these users are located and from which advertising platform they went to your resource.
• Who is your audience: gender, age, interests, preferences are analyzed using Krypta technology.
• Did the campaign achieve its goals - did users behave as you expected: clicked on links, filled out forms, downloaded files, visited the required number of pages on the site, registered or subscribed to the newsletter, and so on.
• If you are the owner of an online store, then using Metrica you can get detailed information about the orders that were made on your site, as well as data on how much profit each order brought and where the orders with the highest price tag came from.
• Directly in the Metrika interface, you can estimate how much was spent on advertising, what is the average cost of conversions, what is the average or total cost per click for any region, query or site.
• Using the Target Call service, you can compare how effectively different promotion channels work: you, as the account owner, receive special phone numbers, link them to various sources, then the number on the website and in the virtual business card is automatically replaced according to the source - so you can find out from which channel the call came from.

What does a Yandex.Direct report look like from Yandex.Metrica?

Just like in Metrica, you get a report on the work of the CR in Google AdWords:

What a Google Analytics CR Report Looks Like

E-commerce from Google Analytics is more difficult to set up and richer in results than Yandex.Metrica.

There are two types of settings here: standard (as in Metrica) and advanced - the most interesting and rich in a wide variety of useful data. If by setting standard version, we will find out data about orders and how much they cost, then the advanced one will give us information about various user actions with goods, for example:

• clicks on product cards in the catalog and search;
• manipulation of items in the shopping cart (for example, adding or removing);
• detailed overview ordering and so on.

At the end of the term, you get two reports: "Ecommerce Review" and "Product Performance". They include:

• information about product revenues, conversion rates (more on them below);
• average number of items in a transaction;
• average cost of orders;
• refund information;
• the cost of goods, which allows buyers to add goods to the cart and checkout, and others.

Why is this type of e-commerce useful for online stores? Because these are essentially generalized characteristics buying behavior, which help to determine not only the further strategy of the online store's CR, but also to understand what to invest in and what not; what is profitable and what is not. This is not just data on how much is sold and how much is earned, these are qualitative indicators that allow you to identify errors in work and save real money.

PPC KPIs

KPI (from the English key performance indicators) - key performance indicators of the CD. These are characteristics that give an understanding of how profitable CR is for business and how economically justified the budget is spent on this channel.

There are no templates for KPI and it is impossible to say what level of each indicator should be and what combination will be absolutely win-win. However, analyzing these metrics can help you spot problems and redirect your campaign in a profitable direction.

If trading data is set up, ROI can be seen in Google Analytics in the "Expense Analysis" report, "Traffic Source" section, "Return on Ad Investment" column.

PPC advertising management requires not only analytical, but also creative abilities. It is important not only to correctly analyze data from reports and compose relevant ad texts - you need to create interesting and attractive for users advertising campaigns. You can order contextual advertising of this level from us, write or call us!