Signs of an inexperienced director
Posted: Sun Dec 22, 2024 7:09 am
There are several key requirements for campaigns in Yandex.Direct. Failure to comply with them indicates insufficient qualifications of the contextual advertising specialist:
Go to the "My campaigns" section (It is available after authorization in Yandex.Direct). How many campaigns are displayed? If only one, then this is an error. Campaigns should be segmented for the Yandex Advertising Network (YAN), search, individual regions, brand queries, and other categories. This allows you to more accurately evaluate the effectiveness of each group.
Request statistics on campaigns working on search. If the CTR on search is less than 0.6-0.7%, this is a cause for concern. This indicates an incorrect choice of keywords and negative words, ad texts. Low CTR leads to Yandex sanctions in the form of an increase in the cost per click, which forces you to pay more for transitions to the site.
The absence of data in the statistics for several italy business mailing list days indicates that campaigns were not paid for on time. During such periods, you lost visitors and applications. To avoid this situation, set up SMS and email notifications in the campaign settings.
Check the selected display region. Often, ads are displayed throughout the country, although services are offered only in Moscow. As a result, the budget is spent inefficiently, and the CTR is lower than it could be with the correct region settings in the campaign parameters.
Make sure you have a list of negative keywords. The list should include at least 20-50 items, ideally ranging from 100 to 150.
How many ads are there in each advertising campaign? It is wrong if there are 50 keywords per material. It is better to create a unique ad for each. In extreme cases, there should be no more than 3-5 keywords per PR material.
Signs of an inexperienced director
Source: shutterstock.com
How many keywords did your direct marketing specialist select? There should be more than 100. If there are fewer, this indicates that the specialist has not done enough work, and you may be paying for expensive high-frequency queries. Ask him to expand the list of words. In some business niches, there are only 15-25 queries, but this is rare. With sufficient effort, you can collect from 300 to 1000 keywords.
Are Yandex.Metrica and Google Analytics counters installed on the site? These tools evaluate the effectiveness of an advertising campaign. Ask your specialist to provide access to both web analytics systems.
Did the director set goals? In the same Yandex.Metrica, they can be found in the "Conversions" section inside "Traffic". In analytical systems, goals usually include user actions such as subscribing to news, purchasing a product, adding it to a cart, leaving a request, etc. Defining them helps to more accurately measure the effectiveness of advertising.
Check the bounce rate (in Yandex.Metrica, this is in the "Sources" - "(Direct) Summary" section). It displays the percentage of users who were on the site for less than 15 seconds. A high bounce rate may indicate problems with the settings of the advertising campaign or on the web resource.
Which queries account for the largest number of such departures? Ask the director to disable these keywords and add them to the negative keywords.
These checklist recommendations usually help to evaluate the quality of the director's work. We hope that your specialist has completed all the steps. If not, he should study.
KPI and salary of a director
First, let's determine how much contextual advertising specialists earn, working with Yandex.Direct, for example. This will help us understand what kind of payment should be provided for such a professional, because this plays a key role in choosing a hiring method.
We recommend taking your advertising budget into account. There is no single answer to the question "What is the income of a direct marketing specialist?" In general, their income depends on the scale of your business, the region, the advertising budget, and the level of the specialist's skills.
Usually, the amount planned to be spent on clicks should be at least comparable to the fee of a direct marketing specialist. In other words, you shouldn't hire a specialist for 40,000 rubles if the advertising budget is only 5,000 rubles. And vice versa.
KPI and salary of a director
Source: shutterstock.com
The main aspect that a contextual advertising professional should focus on is the number of leads, i.e. user requests that come through the Yandex search engine. If the number of requests is steadily growing or at least does not decrease during difficult periods for the company, the specialist justifies his salary. According to KPI, it is important to track key metrics:
Targeted traffic . If the ad is written incorrectly or the PR campaign is not optimally configured, clicks will come not only from target users, but also from random visitors. The traffic will be cheaper, but the company will not benefit from it.
Budget expenditure . It should be used as efficiently as possible. It is often the case that advertising attracts many visitors, but the conversion of the web resource is low. Buyers click on the ad, go to the site, do not see anything interesting and leave, and the budget is wasted.
Number of calls . As already mentioned, the number of leads is a key parameter. It should be controlled using call tracking (CRM systems). Do not rely on intuition, set up precise tracking once, and the issue will be resolved.
To evaluate the effectiveness of a director's work, the following parameters must be taken into account:
Time spent by users on the site . There is no need to aim for inflated goals; for many resources, especially small online stores, 10 minutes on the resource is a good result. Visitors leave the page after 10-15 seconds - this is a signal of problems.
Site View Depth . This parameter is not significant for landing pages, but is critical for online trade and corporate sites. The more of them the user visited after going to the site, the better the viewing depth indicator.
Achieving the set goals . It is necessary to track the success of completing tasks - the number of clicks, requests left and orders placed.
Bounce rate . If it exceeds 30-40%, you should review the settings of advertising and the site itself. A high bounce rate is not always the fault of a professional, perhaps a more in-depth analysis will be required.
A direct marketing specialist is not responsible for actual sales, website conversion, or processing of incoming requests.
Go to the "My campaigns" section (It is available after authorization in Yandex.Direct). How many campaigns are displayed? If only one, then this is an error. Campaigns should be segmented for the Yandex Advertising Network (YAN), search, individual regions, brand queries, and other categories. This allows you to more accurately evaluate the effectiveness of each group.
Request statistics on campaigns working on search. If the CTR on search is less than 0.6-0.7%, this is a cause for concern. This indicates an incorrect choice of keywords and negative words, ad texts. Low CTR leads to Yandex sanctions in the form of an increase in the cost per click, which forces you to pay more for transitions to the site.
The absence of data in the statistics for several italy business mailing list days indicates that campaigns were not paid for on time. During such periods, you lost visitors and applications. To avoid this situation, set up SMS and email notifications in the campaign settings.
Check the selected display region. Often, ads are displayed throughout the country, although services are offered only in Moscow. As a result, the budget is spent inefficiently, and the CTR is lower than it could be with the correct region settings in the campaign parameters.
Make sure you have a list of negative keywords. The list should include at least 20-50 items, ideally ranging from 100 to 150.
How many ads are there in each advertising campaign? It is wrong if there are 50 keywords per material. It is better to create a unique ad for each. In extreme cases, there should be no more than 3-5 keywords per PR material.
Signs of an inexperienced director
Source: shutterstock.com
How many keywords did your direct marketing specialist select? There should be more than 100. If there are fewer, this indicates that the specialist has not done enough work, and you may be paying for expensive high-frequency queries. Ask him to expand the list of words. In some business niches, there are only 15-25 queries, but this is rare. With sufficient effort, you can collect from 300 to 1000 keywords.
Are Yandex.Metrica and Google Analytics counters installed on the site? These tools evaluate the effectiveness of an advertising campaign. Ask your specialist to provide access to both web analytics systems.
Did the director set goals? In the same Yandex.Metrica, they can be found in the "Conversions" section inside "Traffic". In analytical systems, goals usually include user actions such as subscribing to news, purchasing a product, adding it to a cart, leaving a request, etc. Defining them helps to more accurately measure the effectiveness of advertising.
Check the bounce rate (in Yandex.Metrica, this is in the "Sources" - "(Direct) Summary" section). It displays the percentage of users who were on the site for less than 15 seconds. A high bounce rate may indicate problems with the settings of the advertising campaign or on the web resource.
Which queries account for the largest number of such departures? Ask the director to disable these keywords and add them to the negative keywords.
These checklist recommendations usually help to evaluate the quality of the director's work. We hope that your specialist has completed all the steps. If not, he should study.
KPI and salary of a director
First, let's determine how much contextual advertising specialists earn, working with Yandex.Direct, for example. This will help us understand what kind of payment should be provided for such a professional, because this plays a key role in choosing a hiring method.
We recommend taking your advertising budget into account. There is no single answer to the question "What is the income of a direct marketing specialist?" In general, their income depends on the scale of your business, the region, the advertising budget, and the level of the specialist's skills.
Usually, the amount planned to be spent on clicks should be at least comparable to the fee of a direct marketing specialist. In other words, you shouldn't hire a specialist for 40,000 rubles if the advertising budget is only 5,000 rubles. And vice versa.
KPI and salary of a director
Source: shutterstock.com
The main aspect that a contextual advertising professional should focus on is the number of leads, i.e. user requests that come through the Yandex search engine. If the number of requests is steadily growing or at least does not decrease during difficult periods for the company, the specialist justifies his salary. According to KPI, it is important to track key metrics:
Targeted traffic . If the ad is written incorrectly or the PR campaign is not optimally configured, clicks will come not only from target users, but also from random visitors. The traffic will be cheaper, but the company will not benefit from it.
Budget expenditure . It should be used as efficiently as possible. It is often the case that advertising attracts many visitors, but the conversion of the web resource is low. Buyers click on the ad, go to the site, do not see anything interesting and leave, and the budget is wasted.
Number of calls . As already mentioned, the number of leads is a key parameter. It should be controlled using call tracking (CRM systems). Do not rely on intuition, set up precise tracking once, and the issue will be resolved.
To evaluate the effectiveness of a director's work, the following parameters must be taken into account:
Time spent by users on the site . There is no need to aim for inflated goals; for many resources, especially small online stores, 10 minutes on the resource is a good result. Visitors leave the page after 10-15 seconds - this is a signal of problems.
Site View Depth . This parameter is not significant for landing pages, but is critical for online trade and corporate sites. The more of them the user visited after going to the site, the better the viewing depth indicator.
Achieving the set goals . It is necessary to track the success of completing tasks - the number of clicks, requests left and orders placed.
Bounce rate . If it exceeds 30-40%, you should review the settings of advertising and the site itself. A high bounce rate is not always the fault of a professional, perhaps a more in-depth analysis will be required.
A direct marketing specialist is not responsible for actual sales, website conversion, or processing of incoming requests.