Lack of a compelling reason to order from you

[subornaakter20]

Keep in mind that your ad will be displayed alongside ads from competing companies, so think about whether it's worth clicking on.

If the product is more expensive and there are no compelling reasons to order from you, don't count on a lot of clicks. Oddly enough, this is the main rule of online advertising, which most customers don't even think about.

Copywriting, traffic sources, budget size - all yahoo email list these are important components of the campaign, but they will not lead to results if competitors have a more interesting offer. You need to show your real advantages and differences.

Let's explain with an example:

Advertising YAN_typical mistakes

custom-made kitchens from the manufacturer are a significant advantage (though not unique);

the phrase “50% cheaper” can attract more customers;

Finnish and German materials are a very strong advantage of the product and sound much better than just “European materials”.

So, we have two strong advantages - they can often be found in competitors' advertising, but there is also a unique detail. Quick links can also be added here, because they allow you to talk about additional benefits.

There are no additional keys containing audience interests
Let's say your product is the services of an illusionist. In search, everything will be simple: you need to select queries from those who are looking for an illusionist or a magician. In YAN, everything is completely different, because we are looking for a way to an audience that can only be potentially interested in such services.

Therefore, it is not at all necessary to use queries with the words “magician”, “illusionist”.

Let's say you can choose the following:

restaurant for a wedding;

wedding show;

wedding entertainment;

wedding invitations;

wedding dress.

The main thing is to find people who are planning a wedding soon. They can read articles about restaurants and at the same time see your ad about an illusionist offering a unique show.

Ad Life Cycle
An ad may perform well for a period of time and then stop working. What is the reason?

There are several of them:

the target audience is used to it;

more interesting competitors have emerged;

The needs of the audience and the requirements for the product have changed.

Many things can change, and this is a reason to update the texts. In addition, it is necessary to take into account marketing activity, promotions and assortment, seasonal offers and audience needs.

2 troubles of YAN advertising
There are no clicks in YAN

Check the reach. If ad impressions are running but do not result in clicks to the site, you need to rework the ads by adding more clickable images and headlines. Probably, advertising banners are not interesting. Also, clicks may be missing because there are no impressions in YAN, which means you need to solve the problem with impressions.

No impressions in YAN

If the campaign does not show YAN ads at all, a possible way out of the situation is to select new keywords. Of course, Yandex itself copes well with the search for an audience, but it happens that our keywords are not enough for it to highlight the necessary topic. As a result, a problem with coverage arises.

In principle, you can start even with one key. But to avoid difficulties later, we recommend collecting as many high-frequency phrases as possible that are related to your topic. Yandex.Direct determines the latter as accurately as possible, after which it selects users to display ads on partner sites.

If there are impressions, but this is not enough for you, think about expanding the semantic core. If the topic is well developed, there is no need to go deeper. In other words, when you request "toastmaster for a wedding", you should not go into details and use the request "toastmaster for a wedding at a low price in Novosibirsk".

If you have done enough work with the search semantics from the start, there is a high probability that you already have the most frequent queries. You use them in YAN advertising, which means that Yandex.Direct will definitely find the audience you need.

Another reason for a small number of impressions is that you have chosen the minimum click price. Then the ad is displayed on low-quality sites, which means they will not get to resources that promise a large audience reach and many clicks.

There is, of course, a way out: gradually raise the price per click until you are satisfied with the number of impressions and the cost per conversion.