Free automation of ad generation for Yandex.Direct in Excel

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Free automation of ad generation for Yandex.Direct in Excel

The process of developing a serious advertising campaign for Yandex.Direct, which contains more than one ad and three keywords, requires a lot of time and effort.

For example, you need to develop an high school coaches email list advertising campaign for Yandex.Direct on Feng Shui. This task is solved in several stages:

Selection of keywords.

Selecting bids for advertisements.

Writing a unique ad copy for each keyword.

Selecting a landing page.

Filling out virtual business cards and ad extensions.

In theory, it seems simple enough, but in reality, there is a lot of work to be done to automate the process.

For example, you need to develop an advertising campaign with 300-500 keywords. In this case, it is advisable to use Yandex.Direct automation tools, if you have the funds for this. Usually, this option is available only to large companies.

An alternative option is to consider writing advertisements manually. However, this will also require significant costs for the work performed and its verification.

The optimal solution in this case would be to use the capabilities of the Microsoft Excel program to automate the Yandex.Direct advertising campaign.

Free ad generation automation

Source: Tati Tata / shutterstock.com

We will analyze the actions that need to be performed using the example of the task of selling elephants. Let's take 10 keywords:

buy an elephant;

buy a pink elephant;

where to buy elephants wholesale;

sale of elephants + in Moscow;

red elephants inexpensive;

elephants + in installments - free - striped;

elephant shop;

delivery of elephants + turnkey - by train;

elephant delivery - pick-up;

buy an Indian elephant.

How to select keywords for an advertisement in Yandex.Direct:


Next, you will need to prepare the ad text for each keyword. When writing, you must take into account that the volume is limited:

Title - 33 characters.

Advertisement text - 75 characters.

Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how
This needs to be remembered, we will need this information later.

Next, we will look at step-by-step instructions for automating Yandex.Direct.

Step 1. Remove unnecessary symbols from keywords

First of all, we should get rid of the “+” sign and stop words, since we won’t need them in the ad text.

Press Ctrl+H, find all the "+" and replace them. Then press Ctrl+H again and enter "-*" in the search bar. This formula will remove all the characters that follow the minus sign.

Step 2: Capitalize the first letter of your keywords

For our example, let's make the title and the ad itself start with a keyword. Such an ad will be more noticeable in the Yandex.Direct search results, since the keywords are highlighted in bold when they match the ad text.

The first thing you should do is to capitalize your keywords. To do this, you can use the following Excel formula, which will replace the first character with a capital letter:

“=CONCATENATE(UPPER(LEFT(A1)),RIGHT(A1,(LENGTH(A1)-1)))”

Next, you need to select selling bullets (unique selling proposition or, in other words, your chips). They perform two functions at the same time: first, they attract the client's attention, and second, they cut off the non-target audience. For example:

Free shipping.

No queue.

Around the clock.

Delivery.

From 400 rubles.

Delivery 10,000 rubles.

You can select bullets either yourself (analyze your own business and determine your advantages) or with the help of the Yandex.Direct budget forecaster.

Yandex.Direct Budget Forecaster

You need to take one of the keywords that you selected earlier. It is desirable that it be a commercial query of medium frequency without specifying a specific city or region.

Open the Yandex.Direct forecaster and enter the selected keyword and the region in which your business operates. Click on "calculate" and then on the keyword as a result of the calculations.

The window that appears will contain advertisements from other companies with a similar keyword. Next, you should write out all the bullets from competitors' advertisements, regardless of the region.

Special attention should be paid to advertisements aimed at Moscow and St. Petersburg. The competition there is very high, so the development of contextual advertising is taken more seriously.

Next, you need to look through the resulting list and cross out the bullets that definitely won't work for your business. And then you should add the ones you came up with yourself. That's it.