Watches without competition

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Determine the time when your competitors' ads are not shown. During these hours, the auction will not be overheated, so the click price will be significantly lower than during peak times. Set up ads to be shown during such periods, and you will get cheap clicks. Make sure that managers are always ready to answer a call or accept an application in another way at this time. This way, you can increase conversion.

Watches without competition


Adapting ads to segments
Let's look at just one example so you medical practice email list can understand the train of thought. However, know that there are many such cases.

Let's take a segment of the target audience around the metro, for example, VDNKh. We search for potential clients using hyperlocal targeting, having marked the condition "Regularly visit". Then we make an advertising campaign with ads, in the texts of which we indicate "delivery to VDNKh". The requirements for keywords are standard, and the parameters are also standard. We set a low bid, and make maximum adjustments for the audience. We set up campaigns for all metro stations in the same way.

This way you will cover the entire city, and people living around each station will see ads with food delivery in their area. As a result, you can achieve a high CTR and reduce the cost of clicks.

Behavioral targeting
Two years ago, the Yandex Direct search results changed: now the behavioral factor is taken into account in ranking ads. How should this be understood? For example, user Sergey often clicks on ads that contain information about discounts in the text. Yandex takes this into account, and next time Sergey will be shown the ad that contains information about discounts and promotions first. This ad will receive additional points in the auction for this user, which means that clicking on it will cost the advertiser less than its competitors.

What are the benefits of behavioral targeting and how can you reduce the cost per click with it? Let us explain. Go to the Yandex.Wordstat service page, enter your main high-frequency query and check what people are looking for with this keyword. Perhaps people are interested in delivery, prices, promotions. This is what we indicate in the ad.

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Let's take the query "wardrobe". Along with it, users ask "hallways", "prices", "inexpensive". We don't need the keyword "hallways", since this is a specific search query for which a separate ad needs to be created. It is important for us to consider that potential clients want to buy inexpensive furniture and want to know the cost of the wardrobe. This information should be used when creating ads.

Analyzing the results, it becomes clear that competitors rarely write specific prices in their ads. Wordings like "Price from 15,000 rubles" are not found. That the furniture is inexpensive is also not stated anywhere. To get an additional advantage from Yandex.Direct, we only need to specify a phrase like "Inexpensive cabinets from 8,000 rubles."

What is the effectiveness of this method? In this case, the ad will match many queries of your topic, and therefore will attract more clicks from potential customers. But even if users often ask about a discount for the phrase "buy a bed", it is not necessary to write "buy a bed with free delivery" for the keyword "buy a bed with a discount". It is enough if you mention discounts in each ad. This way, you will receive bonuses for the behavioral factor, and this will help reduce the cost per click.