Of course, it's easier, but what if you're not looking for easy ways and want to figure out how to set up Yandex.Direct on your own? In addition, such a skill will be useful in the future if you decide to order maintenance from another company: it will be easier to analyze reports and evaluate how much competent setting campaigns in Yandex.Direct.

In one of the articles in the cycle about contextual advertising, we touched on the main systems for setting up and contextual advertising. This article does not answer the question of which is better - Yandex.Direct or Google Adwords, because it does not exist. But on the other hand, the advantages and disadvantages of each of the services are described, thanks to which, subjectively for each campaign, you can determine where it is more profitable and efficient to set up contextual advertising.

Let's start to analyze the differences between Yandex.Direct and Google AdWords with the advantages of the first.

Advantages of Yandex.Direct

1. At the beginning of 2018, Yandex remains the most popular Internet resource among Russians: according to a Mediascope study, the average daily audience is 45 million people aged 12 to 64 (with the proviso that these people live in cities with a population of more than 100,000 people):

The trend continues if you add mobile to the desktop:

Image source: mediascope.net

And the audience is growing every month. Therefore, advertising in Yandex.Direct for Runet is a huge audience and ample opportunities for converting it into buyers.

1. For many topics, the frequency is usually higher.

The number of ad impressions with the query "order a bouquet of flowers"

The average number of requests per month for the request "order a bouquet of flowers"

The audience of our country and the CIS countries more often requests information in Russian, due to which ads are displayed more often.

1. Suitable for beginners

There are not many settings in Yandex.Direct, and they are quite clear. Let's take the campaign type as an example:

There is an explanation and description of what the type of campaign is and where the ads will be shown. There is also detailed Yandex.Help and even a series of video tutorials on setting up. You can figure it out and configure it yourself, without recourse to specialists.

1. Ads are also broadcast to other search engines

Direct ads can be seen not only in Yandex, but also on other search engines - for example, on Mail.Ru. This resource is somewhat inferior to Yandex and Google, but remains visited. Thanks to ads there, as well as in YAN, you can increase your audience reach.

1. Initially Russian-language service

Yandex and, accordingly, Direct are aimed at the Russian-speaking population from the very beginning. This is a plus, because Yandex better understands requests in Russian: for example, word declensions by numbers, gender, cases.

Disadvantages of Direct

1. Outside the Russian Federation, Yandex is significantly inferior to Google: according to a study by Alexa Internet, Google is the most popular site in the world, while Yandex is only in 22nd position.

1. It follows directly from the first: there are practically no impressions outside of Russia and the CIS countries.
2. High cost per click (because there are many competitors). Here, for example, is a highly competitive topic - bankruptcy individuals:

1. Targeting the whole world. Google is the world leader in traffic, people go to this search engine wherever there is an Internet, and AdWords ads are seen by visitors from all over the world. This is very useful if your company operates abroad.
2. The cost per click is lower in the service from Google than in Direct.
3. There are automatic rules:

You can upload scripts directly through the service interface.

1. The Display Network is over 2 million sites where your ads can be shown. According to Google, this is about 90% of the audience.
2. Google is the leader in mobile search. The aforementioned Mediascope study shows that Yandex is still losing the first position in mobile.
3. Advertising on YouTube. YouTube is the second most visited in the global ranking, and in Russia no other video hosting can compete with it. And advertising there is no less effective than in search or on partner sites.

1. Some regions cannot be targeted. For example, Ads refers Crimea to the territory of Ukraine, and setting up a campaign separately for the peninsula will also fail: either all of Ukraine together with Crimea, or nothing.

Consider the targeting region, evaluate the frequency of key phrases, competition and budget, and based on this, make a decision about the choice or contact a director for help. Do not forget about other Internet marketing tools: and SMM.

My clients often ask the question: what is better to choose for advertising goods and services - Yandex.Direct or Google Adwords. In this article, I will try to explain in as much detail as possible the difference between these systems (in fact, they are very similar in many ways) and what suits you best for advertising your products and services.

Someone may say that everything is really simple: if you are advertising in Russia - choose Yandex, if you are advertising in Ukraine and other countries, in Europe, America - choose Google. But it's really not that clear cut.

I want to start right away by exposing that Yandex is the most popular search engine in Russia. Yes, it is popular when it comes to computers and laptops. But if you need to advertise your product to mobile users, then Google has been reigning for a long time.

Today it is the most popular site in the world. It became the leader in the number of unique visitors in 2017, according to a report by the analytics company Similar Web.

And we remember that now the share mobile traffic will soon exceed the share of the desktop, and the conversion from mobile is usually higher.

But I will not immediately reveal all the cards. Let's take a closer look at the pros and cons of each advertising system.

Yandex.Direct and Google Adwords. What common?

You know that Google Adwords and Yandex Direct are large advertising systems through which you can give contextual advertising. In both systems, ads can be shown both on search and in the ad network. At Yandex, this advertising network is called the Yandex Advertising Network (YAN), at Google - CMS - a contextual display network.

Both systems, Yandex and Google, have special analytics tools. Yandex has Yandex.Metrica, Google has Google Analytics.

Both analytical systems there is a huge functionality and many opportunities to track the conversion on the site, and the effectiveness of your advertising in general. But for us, for the Russian segment, Yandex. Metrica, because its interface is much simpler, much clearer than the confusing Analytics. If you have visited Google Analytics at least once, you understand what I am talking about. For a beginner who first went there, finding something is very problematic. But both systems allow you to set goals, see how many visitors you get, and how many conversions, how much a conversion costs. All this can be configured and tracked both there and there.

In both systems, as I said, you can serve ads in ad networks. These are search engine partner sites that host display ads in the format of a banner, text, picture or video (by the way, Yandex has a new feature -). But Yandex Direct has a much better advertising network. The Yandex advertising network is very quality projects: this includes Yandex. Mail, Yandex.Weather, Yandex. Music and large sites such as VKontakte, Mail.ru, Rambler. From these sites you can get better transitions. But Google Display Network includes sites and applications that very often have nothing to do with you at all. To set up advertising here effectively, you need to spend a lot of time, you need to know and understand a lot, and as a rule, beginners spend a lot of money for nothing and do not get any profit from it.

And I would like to say more about the interface of these advertising systems. They are completely different. Direct is much simpler and clearer, there is more manual settings, it is more manageable. Google has a lot of automatic settings, the interface is confusing (especially the new one, although they (Google) say they made it easier, it has become even more difficult). If in Direct even the owner himself can sit down and figure it out, somehow launch the first advertising campaign, in Google it will be much more difficult for him to do this. All settings are arranged according to some algorithms only Google understands, it is difficult to find what is where.

This is such a general comparison. I want to separately take out the main advantages of each advertising system.

Pros of Google AdWords

This, as already mentioned, is the largest world search system. Here you can get a lot more coverage, especially if you want to enter the English-speaking market - then only Google is for you. Well, or if you are in Ukraine, also only Google, because Yandex is blocked with us.

Google has a huge reach on the Display Network. There are millions of sites, millions mobile applications around the world, but, of course, the quality of the audience is very lame.

Google often has cheaper clicks than Yandex, because there is less competition among Russian-speaking advertisers.

You can set cool budget limits on Google. You can even start with a minimum cost per click of 0.10 kopecks, while in Yandex the minimum cost is 0.30 kopecks, and minimum budget for a day - 300 rubles ... On Google, you can even set 20 rubles. per day and advertise.

Another plus is that a new advertiser can receive a promotional code, and he will be refunded advertising costs for the first month. When I set up my first advertising campaign, I got 900 UAH back (about 1800 rubles, but I had to spend at least 900 UAH).

Advantages of Yandex. Direct

Yandex gives you more audience coverage on computers, and you get more among the adult population, that is, over 25 years old. This is the main audience of Yandex. If your target audience is those who live in Russia, use computers, and are over 25, Direct is what you need.

Yandex has a word selection service - Yandex Wordstat. It is very comfortable, very simple. There is a tool "Estimating the budget" (although it lies a lot, but in general you can estimate the cost of advertising).

Yandex moderates ads faster - it has been proven by experience that an ad is checked faster than in Google.

It is also impossible not to praise Yandex for its convenient and simple interface.

And do not forget that Yandex understands the Russian language better. Working with keywords is easier here, he understands declensions. Google will treat declensions as two different keywords.

And the last one is a very clear reference. After reading this help, you will find everything, but in Google it is difficult to figure out what works. And even more difficult - to find an article with the answer to your question.

So what are the conclusions?

And the conclusions from all this are as follows: before setting up any advertising campaign on the Internet, you need to conduct marketing analysis. You must know who your audience is. When you know who you are selling to, how old your target audience is, where it lives, what devices it comes from, then you can easily choose which system suits you best.

If you are interested in an audience that mainly uses a computer, is over 25 years old, and lives in Russia, then Yandex.

If you are advertising in Ukraine, Europe and other countries, and you are interested in a mobile audience - then better than google. Google is also good if your product is for a younger audience, and if you want to pay for advertising inexpensively.

And if you want to get more coverage, then set up ads both there and there.

In my experience, the last tactic - to use two ad systems at the same time - works very well (provided it's set up correctly).

Do not forget that today we live in a world where it is stupid to use only one tool on the Internet. You need to connect different channels, different sources traffic, choose more effective ones. As a rule, it still remains 2-3-4. With one channel, a lot of audience, you are not rowing, you need to try to be everywhere.

Finally, I would like to advise you to attract good specialists to set up ads. Thankfully there are a lot of them today. True, there are many scammers. Therefore, I advise everyone to read articles, watch videos, figure out how the system itself works, maybe try to set up the first advertising campaign yourself so that you can then control the work of the contractor.

Good luck with your online promotion. I hope my article will help you make the right choice of an advertising system for your promotion on the Internet.

Sep 25

Which is better Yandex Direct or Google Adwords? Expert Review

Every now and then you hear that SEO (as a promotion tool) is dying, replaced by content marketing, which is not easy to understand. Advertising on social networks is not effective for long, as the audience quickly loses interest. Among all types of Internet promotion only with contextual advertising, there are no such “waves”, it is the most stable in attracting customers and in terms of profit. I am often asked the question: what site is more efficient to place contextual advertising? Yandex Direct or Google AdWords? As for my experience and the experience of my clients, I consider it effective to use both platforms, although they are not at all the same. In this article, I will talk about the features of each of them so that you can make the right choice for yourself.

What is good advertising on Yandex Direct?

As of August 15, 2015 (Alexa.com rating), the Yandex search engine still ranks first in Russia in terms of popularity. It would seem that more popular means that more queries are entered. But not everything is so simple. More searches is not yet an indicator that your product is being searched for. If you use the Yandex Wordstat resource, you can clearly see the query statistics. Direct offers a wide range of ad placement strategies. The main advantage I would call the transparency of pricing. The price of a click starts from 30 kopecks, and you can order advertising from 300 rubles. Moreover, you can choose a daily or weekly limit. The good news is that negative keywords are much easier to set up than in Google AdWords. As a result, extra word forms are better filtered. In Yandex Direct, retargeting is most conveniently configured. By retargeting, I mean targeting an audience that, after visiting the site, has not yet made a purchase. Unlike placement in Google AdWords, where extra gestures are needed in the form of appeals to programmers, writing special tags in codes, in Yandex the process is automated.

What are the advantages of advertising on Google AdWords?

Google AdWords, in my opinion, is a more mobile platform. For example, here you can configure advertisements so that after a certain time period, the system leaves only clickable requests in the rotation. This does not mean that you should relax and completely trust automatic tuning. Better to double check.

The good thing is that Google AdWords has a clearer audience targeting. You can customize queries by gender potential clients and geographic location, thereby increasing Ad CTR. You can also set up impressions only on those devices on which it is necessary (smartphones, tablets, PCs). In terms of cost, a Google AdWords campaign will cost about the same amount as Yandex Direct. One click has a price of 11 kopecks, at least 400 rubles per order.

The current state of the search query market

At the beginning of February 2015, according to research portal Liveinternet.ru, Yandex holds a share of 58.9%, while Google - only 32.8%. Although Yandex still has a quantitative advantage in the Russian RuNet, Google is gradually gaining a higher position. Morgan Stanley analysts note that 70% of smartphone users in Russia use Android, which threatens the development of Yandex in the future. Device owners with operating system Android prefer to use Google. All this, according to analysts, will lead to the fact that in two years the number of Google and Yandex users will be equal.

How in practice? What is more efficient?

In order not to waste time and money, I advise you to first conduct a thorough analysis of the advertising market and find out which resource your audience most often uses. I recommend studying relevant queries in Wordstat and in the selection of words from Google. The number, the specifics of the requests will show you which service is closer. Yandex users, for example, are more often concerned about everyday issues such as “buy a slow cooker cheaply.” The Google audience is more likely to look for the latest electronics and is interested in making money online. It is reasonable to combine Google AdWords and Yandex Direct platforms in order to reach a larger number of possible customers. And, perhaps, the main rule is that it is important to keep track of new phenomena, to keep abreast. The market changes daily, along with demand. Who wants to get best effect from advertising, should be aware of the fluctuations in the contextual advertising market. Follow the link to read more about the author, Gizatullin Timur Maratovich, a specialist and consultant on

For starters, why are they needed?

For example, to advertise training courses in photography, a keyword is used. phrase photo course. Yes, it will show your ad, but it will also show on queries:methane rate photo, 4th rate photo, ruble rate photo, etc.

From here we get a decrease in CTR, drain advertising budget on non-targeted traffic, an increase in the cost per click and a general decrease in the effectiveness of an advertising campaign.

To prevent this from happening, and the ad is shown to your target audience, keyword operators are used. In and Google AdWords, their use has its own differences and features, and this will be discussed.

Plus operator "+"

Direct:Allows you to force the inclusion of prepositions or conjunctions in the query. To use, put a plus sign without a space in front of the desired word.

So, delivery within the city and delivery + in the city are two different keywords.

By default, Yandex ignores prepositions and conjunctions used in key phrases. Thus, delivery around the city = delivery to the city.

AdWords:Google uses broad match by default for all keywords. Synonym queries for this keyword, typos, similar phrases and other phrases according to Google are added to impressions.

To avoid non-targeted queries, the broad match modifier, or "+" operator, is used. The ad will appear only for those phrases that necessarily contain the marked words and their word forms. For example, for the keyword+ ticket to + Egypt prices the words voucher and Egypt will be mandatory, but instead of the word price, cost, tariff, price and other synonyms can be synonyms.

This operator in Google is used only with broad match.

Quote operator

Direct:The ad is displayed only for a query that matches the key phrase and its word forms, excluding additional words and phrases with this key phrase. In this case, the words from the phrase in the query can go in any order. For example, with the keyword "office supplies » the ad will not appear on request for office supplies in Moscow, but will appear on request for office supplies.

Note:

If there are prepositions or conjunctions inside quotes, they are automatically added.

AdWords:Additional words cannot be added between the words of the passphrase, but they can come before or after it. For example, with the keyword "haircut in Moscow » The ad will be shown on request for a stylish haircut in Moscow, but will not appear if you type an inexpensive haircut in Moscow.

Square bracket operator

AdWords only:Similar to the quote operator for Yandex.Direct, an ad is shown only if the query matches the given keyword and its word forms, excluding additional words. Also, the ad will appear for close variants of keywords. For example, for the keyword [wholesale tables] ad will be shown upon request wholesale tables, steel wholesale.

Negative keyword operator "-"

Direct and AdWords:Exclusion from showing queries with . Placed without a space before the corresponding word. For example, for an ad with the keywordmake-up courses - free of charge , irrelevant query free makeup courses excluded.

The exclamation point operator "!"

Direct only:An ad is shown on a query that exactly matches the keyword. For example, with the keyword!cuethe ad will appear on the request to buy a cue, but will not appear on the request of the city of Kyiv. The operator also fixes the exact spelling of prepositions and conjunctions, for example, shop! for! everyone.

And, despite all the benefits of operators, use them with care. Using them will allow you to get rid of garbage in queries as much as possible, make your advertising campaign effective and relevant, but don't overdo it. Otherwise, part of your target audience may simply not see you.

After all, everything is good in moderation, right? :)

Imagine you have a successful campaign in Yandex.Direct, time is running out, but you also need to set up Google Ads. Manually in the service is difficult and time consuming. Campaign transfer can be partially automated.

Classic method

Step 1. Export campaigns from Yandex.Direct

In the service, in the "Tools" section, find "Management using Excel". Follow this link:

Select the one you want and download:

An alternative way is through Direct Commander:

At the output, you get the same data, but in CSV. They look something like this:

Step 2: Prepare the transfer template

First create columns like this:

The second sheet is for data on ads. Here are the required cells for plain text format:

And here is an option to see expanded ads on Google after the transfer:

The template is ready. The next step is filling. Open the upload from Direct or Direct Commander. Do not change anything in it, enter all the data into the template.

Step 3. Fill in the data for keywords and adapt for Google Ads

Copy the specified columns from the upload to the corresponding template cells:

• Campaign name (it is not in the file, copy it from Yandex or type it in manually) → Campaign (into all non-empty lines);
• "Group Name" → Ad Group;
• “Phrase (with negative keywords)” → Keyword.

Here's what we got:

Set a broad match for each phrase. For this:

• Bulk replace the space with a space with a plus (“+”) and add pluses to the beginning of the lines: “+metal +doors +apartment”. It is not necessary to put "+" to the words again;
• Remove keyword-level negative keywords so they don't block ads;
• Remove square brackets, quotation marks and exclamation marks - they work on Google.

Recommendation: Combine low-frequency phrases to provide more requests and, accordingly, reduce the risk of the "Low Requests" status. For example, “entrance doors + to the apartment” + “entrance doors + for the apartment” + “entrance doors to the apartment” (we separated them to reduce the cost of a click in Yandex), replace with one - “entrance doors to the apartment”. As you can see, it's easy enough to remove the prepositions.

Step 4. Fill in ad data and adapt for Google Ads

The contents of the Campaign and Ad Group cells are easier to copy from the first sheet. The rest are also from the unloading.

For plain text format:

• "Header" → Headline;
• "Text" (split into 2 lines of 38 characters maximum) → Description Line 1 and 2;
• "Display Link" → Display URL;
• "Link" → Final URL.

For extended format:

• "Headline 1" → Headline 1;
• "Headline 2" → Headline 2;
• "Text" → Description;
• "Display Link" → Path 1;
• "Link" → Final URL.

In our example, we got the following table:

If there are no Path 2 and Headline 2 in Yandex ads, add them manually if necessary.

• Allowed header length;
• Exclamation marks must not be used in headings, no more than one in the text;
• In a call to action, you can not write words like "Press", "Click".

Also, if necessary, make changes to the text, links, etc. Alternatively, you can do this in the editor after import.

Step 5. Import Campaigns into Google Ads Editor

Log in to your account and follow the steps as in the screenshot:

The import window will open:

Copy the key data into it and click "Process".

In the same way, add information on ads and save the changes. to send the campaign to the server (publish) without any problems.

Step 6. Set up Google Ads campaigns

In the list of campaigns, select the added one. The settings window will appear on the right:

Specify the budget and correct the following parameters:

• Locations for displaying ads;
• Language targeting - Russian and English (for Russia);
• Disable the CPA optimizer;
• Accelerated display method;
• Uniform alternation instead of rotation, if you want to choose more effective ads for showing.

Right in the Google editor, you can add extensions using the "Shared Library" menu:

Important!

• Do a cross-backing track at the group level so that they do not compete with each other;
• Decline negative keywords to include all word forms in Google.

Google Teleport

This is a tool specifically for transferring search (!) campaigns from Yandex.Direct to Google Ads.

Step 1. Download the campaign

Use the same file that you exported from Yandex.Direct or Direct Commander. If there are no errors (Teleport reports about them), the service issues a notification:

Step 2. Select the desired campaign from the list if you have uploaded several

Rename it if necessary.

Step 3: Select the data to transfer

• Geotargeting;
• Breakdown by ad groups;
• Texts of announcements;
• Key phrases and negative keywords;
• Rates and URLs.

Step 4. Wait for the service to complete the conversion and enter the daily budget

Step 5: Fix inconsistencies in ads

After unloading, they take the status "Suspended".

Set up bid adjustments as Teleport doesn't save them when transferring.

Before using the Teleport, consider its “jambs” and shortcomings:

• Transfers extended geotargeting (displaying ads to residents of the target region + users from others who type in the name of this region in the request). If you are targeting only the former, you have to change these settings manually;
• Transfers Heading 2 correctly only from xls, but not from xlsx (loses it altogether);
• Does not truncate Heading 1 if it exceeds 30 characters, but moves the "tail" to Heading 2;
• There is no search and bulk replace feature for specific characters, as in Google Ads Editor;
• Does not remove the second exclamation point from the description, although it is not allowed in Google Ads;
• Transfers UTM tags with errors;
• Does not remove conflicting negative keywords (they repeat keywords, and therefore block ads from showing);
• It does not incline negative keywords - all word forms also have to be done manually, as in the classic hyphenation method.