Who to trust with setting up a campaign in Yandex.Direct

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Let's say that you didn't want or couldn't set up a campaign in Yandex.Direct on your own. This means that you will need the services of a direct marketing specialist.

A director is a specialist who works with any contextual advertising system, including Yandex.Direct or Google AdWords. This specialty is quite new and in high demand, since any entrepreneur wants to constantly increase the number of consumers of his product.

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The market is overflowing with offers of direct marketing services, but you should be careful here. Not every student who has set up one or two advertising campaigns can be considered a professional.

How do you know that you are dealing with a competent director?

Ask if he has passed the Yandex.Direct exam to obtain a certificate. This is not a mandatory requirement, but it characterizes the candidate positively.

Study the portfolio carefully. Ask if he has experience setting up advertising campaigns for sites of similar topics. This will allow you to evaluate his work in light of your niche.

Look at the numbers he focuses your attention on. If the CTR in all his cases is too high (15-30%), this seriously questions his integrity.

Ask to demonstrate cases and current advertising campaigns online using Skype's "Screen Sharing" feature, do not trust the screenshots provided.

You can request access to the metrics of the project for which he set up Direct. We pay special attention to the bounce rate: a value above 20% indicates that the ad is driving low-quality traffic. If the candidate does not use the metrics, further negotiations with him are inappropriate.

A good advertising campaign is a separate ad for each keyword. If there are several keywords, look for another contender.

It is optimal when the ad title is as close as possible to the keyword, but at the same time concise and does not distort the meaning. Beginners are distinguished by the abuse of templates or thoughtless copying of the keyword.

Let's say that the candidate seems suitable to you, you have reached an agreement on the price of the question and the terms of execution, but the specialist has not asked you a single question. This should be a warning sign, because no specialist, no matter how experienced, can understand the specifics of each business.

An experienced director can be recognized by the presence of a brief, which he will ask you to fill out before starting work. A good advertising campaign can only be set up as a result of interaction. Make your suggestions and amendments. A competent specialist will either use them or explain to you why they are wrong.

The offer of free advertising campaign management cannot but raise doubts. In order for the project results to be noticeable, it is necessary to put a lot of effort and spend a lot of time, and without appropriate payment no one will do it.

Don't expect unrealistic results. There are cases when you can get 1000 new users for 300 rubles, but this applies to unique offers in the complete absence of competitors. Most often, the director is faced with the task of reducing the cost of an advertising campaign within the boundaries set by Yandex.Direct and competitors.

Take a close look at your website! Often, it is the reason for low conversion. Before setting up a campaign in Yandex.Direct, look at your offers from an outside observer's point of view.

Is your website capable of converting your audience into customers? To succeed, a good advertising campaign must lead to a quality resource. A direct marketing specialist can give useful tips on improving your website.