Retargeting and audience selection. Key phrase:!sell smartphone
Correct answer: At a rate of 1800 rubles, since the adjustment is specified only for impressions on mobile devices.
2. There are several active and several stopped ads in the group. What price is displayed in the Search Price column?
Correct answer: The generalized price is displayed only for active ads in the group.
3. What is indicated in the “Conversions” column in Direct statistics?
Correct answer: Number of visits in Metrica during which the goal was achieved.
4. Metrica reports show that the campaign had many conversions from Direct for the same search query. How to find out what keyword the impressions were for?
Correct answer: Using the “Search Queries” report.
5. Over what period will the system try to spend a given amount if you select the “Weekly budget” strategy?
Correct answer: For a week from Monday to Sunday.
6. Created a new campaign. Opposite the key phrase we see the prices of the positions. Are competing listings taken into account in item prices?
Correct answer: Yes, all competing ads for the request are taken into account. Competitor bid adjustments are not taken into account.
7. Search query: how to grind coffee. Select a combination of operators that will allow you to take into account all word forms in the query.
Your answer: !how to grind coffee
8. An ad with a virtual business card is shown on mobile devices. All users clicked on the phone number and called immediately, but did not go to the site. Will such transitions be cheaper or more expensive than transitions to the site?
Correct answer: There will be no difference in cost - transfers to a business card cost the same as transfers to a website.
9. The campaign contains image ads. The task is to track calls only for them, without taking into account all other types of advertisements. How can this be done?
10. Why create ads in different formats in Direct?
11. Key phrase: [towel dispenser]. The square brackets operator is used. For which search query will your ad not be shown?
Correct answer: paper towel dispenser
Correct answer: Both will work - the display will be based on the conditions for selecting an audience, taking into account the adjustment of bids.
13. Key phrase: buy a stroller. For what search query will there be no impressions?
Correct answer: buy a stroller in Moscow
14. Key phrase: T-shirts + with inscriptions. Which of these search terms will NOT show your ad?
Correct answer: writing on T-shirts
15. You have created several segments in Yandex.Audience. Now you need to find out what percentage of users were on the site and what they did there. How and for which segments can this be done?
Correct answer: Data about user behavior on the site will be pulled up automatically if Yandex.Audience and the Metrica counter are on the same login.
Retargeting and audience selection is a way to show ads only to users who are interested in you. For example, those who visited the site and added an item to the cart. You can select a group of users using Yandex.Metrica and Yandex.Audience.
Ads for retargeting and audience selection will only be shown in networks (YAN and external networks).
Limitation.
Ads that deal with sensitive topics (for example, some aspects of medicine, adult dating, gifts and surprises) are not shown by retargeting and audience selection.
The retargeting and audience selection condition is a combination of Yandex.Metrica goals/segments and Yandex.Audience segments, which can be used to describe the audience you are interested in. To create conditions, you need to configure work with these services. Yandex.Metrica Yandex.AudienceCreate the segment you need in Yandex.Audience. For example, you can highlight:
- clients whose data is in your CRM;
- users of your mobile application;
- people who regularly visit your chosen locations or are currently there;
- users similar to your customers in their online behavior.
How to create a condition for retargeting and audience selection
Retargeting and audience selection conditions can be added on the page for creating or editing an ad group. You can select a condition from the list of previously created conditions or create a new one.
To create a new condition, select Retargeting and audience selection→Add. In the window that opens, click +Add condition.
A condition can consist of one or more sets of rules (no more than 50), combined with the “AND” operator. In one set you can use Yandex.Metrica goals/segments, Yandex.Audience segments, or both (no more than 250). Remember, the more rules in the condition, the smaller the audience coverage.
For each Yandex.Metrica goal or segment, set a period from 1 to 90 days. Ads will be shown to audiences who have completed specified condition for this period. Yandex.Audience segments are regularly and automatically updated, so they always contain up-to-date data about users.
All created conditions can be viewed on the page My campaigns → Retargeting and audiences. Once you create a condition, you can add it to any ad group in one or more campaigns.
Note.
You can create no more than 2,000 retargeting and audience selection conditions per account. You can add a maximum of 50 conditions to an ad group.
You can edit a previously created condition. To do this on the page My campaigns → Retargeting and audiences click on the title the desired condition and make changes. You can also create a new condition based on changes made by pressing Save as new.
The deadline for completing a goal or getting into a Yandex.Metrica segment can be set in a certain time interval.
Example of specifying a period
For example, you need to set the period from 7 to 14 days ago. To do this, create two sets. In the first set, add a goal with a deadline of 14 days and a condition At least one completed, and in the second - with a period of 7 days and the condition None completed.
If you combine several goals in Yandex.Metrica, only visitors who completed all these goals in one visit will be included in the sample.
An example of a combination of Yandex.Metrica goals
For example, if a segment is created in Yandex.Metrica with two completed goals and “Order a product at a discount”, the sample will include site visitors who managed to familiarize themselves with the promotion and order a product at a discount in one visit.
To reach those who completed both actions regardless of time, create two separate conditions in Yandex.Metrica “Visiting a promotion page” And “Order a product at a discount” and combine them already in Direct.
You cannot create a goal with a negative condition in Yandex.Metrica - create a goal with a positive condition and add a negation in Direct.
Setting bets
Retargeting and audience selection conditions allow you to find users who can be considered your potential buyers (for example, they have already been on the site). By increasing your retargeting and audience ad bids, you can reach more interested users and show them more relevant ads. You can set a bid for each condition if you are using a manual bid strategy.
You can also increase or decrease your bid when your ad is shown using adjustments. For example, visitors who were interested in expensive products or services may be considered a more valuable audience. For such a group, it makes sense to bid higher to get more traffic.
Use Page Search (CTR+F) to find the question you're looking for.
You have chosen the “Manual bid management” strategy and configured impressions only in networks. What impression management options are available to you?
Setting a Weekly Budget
Selecting display sites
Setting a daily budget
What indicators can be optimized using automatic Direct strategies?
Place of ad display
Number or price of clicks
Return on Investment
Average price target action
Which of the following strategies can be recommended to reduce the cost of conversion while maintaining the same budget?
“Average cost of conversions” or “Weekly budget: maximum conversions” - the second strategy will target the most converting impressions
If you select the Weekly Budget strategy and do not set a maximum cost per click limit, what is your maximum cost per click?
It will not exceed 10% of the weekly budget and 50 USD. e.
It will be equal to the amount of the established weekly budget.
It will not exceed 10% of the weekly budget and 450 rubles.
The auto repair shop advertises a routine maintenance service. The workshop can service no more than 50 cars per week, and the advertising budget is limited. What strategy is suitable in this case?
Weekly package of clicks.
Average conversion cost.
Manual bid control.
Manual bid control.
Average return on investment.
Average conversion cost.
Select tasks that can be solved using automatic strategies in Direct.
Maintain the average ROI coefficient equal to 2.
Receive conversions at a given average price.
Always show ads only in the selected location in the ad unit.
Show the ad only during peak shopping hours.
Spend no more than a certain budget.
The campaign has a sufficient number of clicks over the last 28 days, which is calculated using a special formula
What conditions must be met in order to select the Weekly Budget: Maximum Conversion strategy?
The campaign has exceeded the threshold for the number of targeted visits over the last 28 days.
In the campaign parameters, link marking is enabled or the counter number is specified.
The campaign has had at least one targeted visit and has exceeded the threshold for the number of targeted visits and clicks over the past 28 days.
A Metrics counter is installed on the site and at least one non-composite goal is set.
The advertiser plans to expand his business, so he wants to attract the maximum audience to the site. Which automatic strategy solves this problem?
Average conversion cost.
Weekly budget: maximum clicks.
Weekly package of clicks.
Over what period will the system try to spend a given amount if you select the “Weekly budget” strategy?
For a week from Monday to Sunday.
In the last 7 days.
Within 7 working days.
Large online store household appliances is planning a sale of heaters. It is important for the store to maintain a certain percentage of return on investment. Which automatic strategy is suitable in this case?
Average conversion cost.
Weekly budget.
Average cost per click.
The key task of the advertiser is to increase the benefits from investments in online advertising or maintain it at a certain level. What strategy can be recommended to an advertiser?
If he already has accumulated statistics, the “Weekly Pack of Clicks” will do. You need to slightly increase the number of clicks in the strategy settings.
“Weekly budget: maximum conversions” - the more conversions to orders, the higher the profitability.
A strategy with manual bid control and set click prices at the level of the first special placement. The more traffic, the higher the profitability
Average return on investment.
In what case does Direct optimize the cost of a click, conversion or other indicators, without going beyond the restrictions set by the advertiser?
When choosing any automatic strategy.
When shown on networks. The chosen strategy or other settings do not matter.
When choosing a strategy with manual bet management.
When you select the Weekly Budget strategy on the campaign page, you can configure the priority of keywords (high, medium, low). What does this mean?
Low priority phrases will only appear on the All Ads page.
Phrases with high priority will be placed in special placements, and phrases with low priority will be placed in dynamic displays.
Phrases with higher priority will be promoted to better positions whenever possible. If there is not enough budget, such phrases are the last to be disabled.
The campaign selected the “Weekly Budget: Maximum Conversion” strategy. The advertiser raised the prices per click, leaving the budget unchanged. There were more conversions, and their average price decreased. Why?
This is a fictitious situation, it doesn’t happen. Conversions should become more expensive as bids are priced higher.
The advertiser delivers drinking water to apartments, houses and offices in Moscow. The goal of the search advertising campaign is to increase the number of orders for water delivery to apartments and houses. Select the most suitable queries.
drinking water + to home, water delivery in Moscow, drinking water delivery
order water to the office, deliver water to the office, buy a cooler for the office
water for the house, water for the house, water for the dacha
water delivery, drinking water, water cooler
Key phrase: electric boiler for heating. For which search query will your ad not be shown?
buy an electric boiler for heating
Key phrase: [towel dispenser]. The square brackets operator is used. For which search query will your ad not be shown?
wall mounted towel dispenser
paper towel dispenser
order towel dispenser
buy a towel dispenser
The ad group uses key phrases: buy a husky puppy, husky puppies, husky puppies in Moscow. Advertisement title: #Husky puppies# in Moscow. How will the phrases be inserted into the title?
buy a husky puppy in Moscow, husky puppies in Moscow in Moscow
A user is looking for flights from Oslo to Chicago. Select the option of using operators that will allow the advertiser to correctly take into account the direction of the flight
Tickets [Oslo-Chicago]
Key phrase: buy an apartment + in Moscow. The plus operator is used. What search queries will be shown for?
buy a small apartment in Moscow
loan for an apartment Moscow
buy an apartment in Moscow
Moscow buy an apartment + on credit
Moscow buy an apartment
buy a two-room apartment in Moscow
Key phrase: last minute [tours to Egypt]. The square brackets operator is used. What search queries will be shown for?
last minute tour to Egypt
last minute tours Egypt
hot tours to Egypt
Egypt last minute tours
burning tour to egypt
buy a stroller in Moscow
buy a stroller online
buy a stroller in Moscow
where to buy a stroller
Key phrase: buy a stroller. For what search query will there be no impressions?
buying a stroller
buy a stroller online
buy a stroller in Moscow
where to buy a stroller
The goal of the online campaign is to increase the number of installations of a mobile application for reading books with a built-in library. Select the most relevant queries.
download ereader, application for books, ereader for android
fiction, Tolstoy's novels, The Idiot summary
fb2 books, pdf books, mobi books
Request: everything for artists. Select options for using operators in which the search engine will take into account all the words in the query.
Everything for artists
Everything for artists
everything + for artists
"everything for artists"
+all +for artists
Default phrase - appointment at the dentist's office .
The ad group uses key phrases: Buy a smartphone under 20,000, Buy an inexpensive smartphone, Inexpensive smartphones. Ad title: #Smartphones from RUB 10,000#. How will the phrases be inserted into the title?
For all phrases, the title will look like Smartphones from 10,000 rubles.
buy a smartphone under 20,000, buy an inexpensive smartphone, inexpensive smartphones
Buy a smartphone under 20,000, Buy an inexpensive smartphone, Cheap smartphones
Key phrase: holiday + on Baikal. The plus operator is used. Which of these search terms will not show your ad?
inexpensive holiday Baikal
holiday on Lake Baikal inexpensively
family holiday on Lake Baikal inexpensively
holiday on Baikal 2017
Search term: how to grind coffee. Select a combination of operators that will allow you to take into account all word forms in the query.
how to grind coffee
How to grind coffee
"how to grind coffee"
+how to grind coffee
Key phrase: inexpensive vacation. Which of these search terms will your ad show for? The display condition is a phrase.
cheap holiday
inexpensive tours
vacation inexpensive
relax inexpensively
In what parts of the ad can the template be used?
Text.
Title.
The user is looking for a bus from Moscow to Riga. Select an option for using operators that will allow the advertiser to correctly take into account the direction of the bus.
"Bus Moscow-Riga"
Bus [Moscow-Riga]
Bus + from Moscow + to Riga
Bus! from Moscow! to Riga
Key phrase: !sell a smartphone. Operator used Exclamation point. What search queries will be shown for?
Moscow sell smartphone
selling smartphone
selling a smartphone in Moscow
I want to sell a smartphone in Moscow
where to sell a smartphone in Moscow
Request: used car. Select correct use operators, in which the search engine will take into account all the words in the query.
used car
car! used
car + used
used car
Key phrase: buy a house inexpensively. What user queries will trigger the ad?
buy an inexpensive house
where to buy a house inexpensively
buy a house! inexpensive
inexpensive house
The ad group uses key phrases: buy a women's bag, buy a leather bag, buy a summer bag. Ad title: #Buy a women's bag#. How will the phrases be inserted into the title?
For all phrases, the headline will look like Buy a woman's bag
buy a women's bag, buy a leather bag, Buy a summer bag
buy a women's bag, buy a leather bag, buy a summer bag
Buy a women's bag, Buy a leather bag, Buy a summer bag
The ad title uses the following template: #Registration at the dentist's office#. Key phrases of the group: Sign up for a dentist's office, Dentist's office, Find a dentist's office. The ad was displayed using an additional relevant phrase: dental office. What will the user see in the title?
An additional relevant phrase is dental office. They are also substituted into templates.
The shortest key phrase is dentist's office.
The default phrase is appointment at the dentist's office.
Key phrase: discount coupon. Negative phrase: "discount coupon". The negative phrase uses the quote operator. What search query will not show any impressions?
Discount coupon
Coupon discount
Discount coupons Moscow
Discount restaurant coupon
Search query: how to pass MOT. Select a combination of operators that will allow you to take into account all word forms in the query.
Search query: how to pass MOT. What combination of operators will fix the form of each word?
+how!to pass +then
How to get through +to
how to get through +to
Key phrase: buy a car + in the bottom. The plus operator is used. For what search queries will there be no impressions?
buy a car Nizhny Novgorod
buy a car on credit Nizhny
buy a car in Nizhny Tagil
Key phrase: "Moscow-Chelyabinsk tickets." The quote operator was used. What search query will the ad be shown for?
tickets Chelyabinsk Moscow
buy tickets Moscow Chelyabinsk
tickets Moscow Chelyabinsk find
Key phrase: concert tickets. For which search query will your ad not be shown?
buy concert tickets
concerts in Moscow
concert tickets price
Key phrase: how to grind pepper. Operators are not used. What search queries will the ad be shown for?
red pepper
harm from ground pepper
ground pepper
how to grind pepper
ground pepper
The advertiser is engaged in corporate catering and baking. The goal of the advertising campaign in networks is to increase the number of corporate orders for baked goods. Select the most relevant queries.
gifts with logo, corporate gifts, cookies with logo, gifts with logo
cupcakes, pastries, eclairs
sweets recipe, baking recipe, how to make cheesecake
Alyonka, Red October, Babaevsky
Advertiser - art school. The purpose of the search advertising campaign is to attract new students to watercolor courses. Select the most relevant queries.
landscapes in watercolors, portraits in watercolors, drawings in watercolors
buy watercolors, buy watercolor paints, art watercolors Leningrad
watercolor lessons, watercolor master class, registration for watercolor courses
learn to draw, learn sketching, art school
On the bidding page, next to the keywords there is one number of clicks, and in the “By Keywords” report there is a different number. Why do the numbers differ?
The bidding page displays only clicks from the main Yandex search for the last 28 days of ad impressions, and reports show all clicks
Where can I see in statistics how many clicks there were on a virtual business card?
In the Report Wizard for a single campaign or for all campaigns
In the Report Wizard for a separate campaign
Only in Yandex.Metrica
What impressions and clicks are shown on the bidding page?
From all sites over the last 28 days.
From the main Yandex search for the last 28 days of operation of the phrase.
From all platforms throughout the campaign.
How to determine the type of conditions for displaying an ad?
Build a “Statistics by day” report.
Make a cut according to the display conditions in the “Report Wizard”.
Order a special report through “Order reports”.
Build a “Search queries” report.
Which of the following actions can lead to an increase in the CTR of a phrase?
Removing target queries from the list of negative keywords.
Adding negative keywords to a phrase.
Adding a key phrase to the ad text using a template.
Replacing the landing page with one that is more relevant to the ad group.
Clarification of the phrase by operators.
What CTR do we see on the bidding page?
CTR phrases in guaranteed impressions.
CTR phrases in special placements.
Generalized CTR in special placements and guaranteed impressions.
The order form on the website has been simplified. What indicators might this affect?
Target price.
Percentage of conversions by goal.
The number of ad impressions in Direct.
CTR of key phrases in Direct.
In the search campaign you found a large number of non-targeted requests. There are a lot of clicks on them, but there are no conversions on the site. How to find and cancel such requests in Direct statistics?
From the “Phrases by day” report, copy all non-converting phrases and add them to negative phrases for a campaign or group.
You can directly select and uncheck all unnecessary ones in the “Search queries” report.
You can find non-target queries in the Report Wizard, copy them and add them to negative phrases for the entire campaign.
What is indicated in the “Conversions” column in Direct statistics?
Number of goal achievements in Metrica.
The number of users who achieved the goal in Metrica.
The ratio of the number of clicks to the amount of cost per click.
The number of visits in Metrica during which the goal was achieved.
Maria wants to redistribute the campaign budget to the most effective display regions and devices. But first she needs to figure out which devices and regions consistently show good result. How to quickly get this data?
Study the already accumulated statistics using slices in the Report Wizard.
Create and launch several campaigns one by one for different devices and different regions.
Divide ad groups into different devices and regions to collect statistics.
The number of impressions for the phrase has increased. CTR phrases, conversion rate (CR) and cost per click (CPC) remained unchanged. How will the target price change?
Will not change.
Will rise.
Will go down.
The account has several campaigns. Of these, three work for the same region, but with different products. You need to build a report only for these campaigns. What are the ways to do this?
No way. You can view statistics for just one campaign, or for all campaigns at once. It is not possible to generate a report for some campaigns.
Order a report on the “Order reports” page.
On the “My Campaigns” page, check the required boxes and click the “Show Statistics” button.
There is a special section - “Statistics for all campaigns”. There, in the Report Wizard, you can select the desired campaigns from the list and build a report on them.
Metrica reports show that the campaign had many conversions from Direct for the same search query. How to find out what keyword the impressions were for?
Using the “Phrases by day” report.
Using the Search Queries report.
Using the “Order Reports” tool.
Using the Report Wizard.
The system selected an additional phrase (apartment humidifier) with a higher CTR and conversion rate than the original phrase (home humidifier). What can you do with an additional phrase to increase the effectiveness of your advertising campaign?
Replace the original phrase with a more effective additional one.
Add it to key phrases and ad text to increase CTR.
You don’t have to do anything - the system itself will increase the number of impressions for a more effective phrase.
How can adding negative keywords to a keyword affect the performance of an advertising campaign?
Increases CTR
Will reduce the cost of achieving the goal.
Will increase the number of impressions due to more accurate queries.
Reduces audience reach on networks.
One of the key phrases shows a significantly lower percentage of conversions for the Purchasing goal than the others. How to reduce the cost of conversions from this phrase?
Replace landing page ads to a more relevant one.
Set a higher bid for the phrase to get more traffic.
Clarify the phrase with negative keywords and reduce the number of non-targeted impressions.
Make the ad more detailed so that it attracts only interested users.
How is the CTR forecast calculated in Direct?
Calculated once a week for each active ad.
It is calculated separately for each ad impression, taking into account the interests of a particular user.
It is calculated for the campaign as a whole, taking into account the history of impressions and “domain karma”.
What does audience reach in networks mean?
The exact value of impressions based on accumulated statistics
Forecasting the likelihood of an ad being clicked
Forecasting the likelihood of an ad being shown
In the entire online store campaign, the minimum price valid for search is high. What can I do to reduce it?
Specify the region of displays. In different regions, the minimum price applicable for search is different.
How can I manage impressions based on synonyms and additional relevant phrases?
Selection of targeting and bid adjustments.
Managing the share of the budget that can be spent on impressions for both types of phrases.
Correct selection of negative keywords.
The ad is shown based on key phrases and audience selection conditions to those who have already been to the advertiser’s website. At the same time, the campaign is set to adjust rates for women over 45 years old. Which setting will work on the search if the user matches both?
Both will work - the display will be based on the conditions for selecting an audience, taking into account the adjustment of bids.
Only bid adjustments and search queries will be taken into account when serving.
What opportunities and advantages does placing ads on networks give an advertiser?
Show ads with video or image.
Automatic reduction in click price for sites with lower predicted conversion.
Ability to display ads on specific sites and pages.
Advertising campaign ads are shown both in search and in networks. CTR in networks is lower. How will this affect the ads that appear in searches?
CTR for networks and for search is calculated separately. Therefore, CTR in networks and its changes do not affect impressions and prices in search.
This will reduce the CTR in search. To display ads in special placements, you will have to set higher bids than if the ads appeared only in search.
This will reduce the CTR in search. To show ads in guaranteed impressions, you will have to bid higher than if the ads only appeared in search.
Why can the price of entry to special accommodation be the same as the price of the first place in special accommodation?
The remaining special placement positions are occupied by Yandex.Market offers, so the ad can only be placed in the first place.
It can not be so.
For this advertisement, the barrier to entry into special accommodation is very high. As soon as the advertiser overcomes it, he will immediately get to first place in the special placement.
The remaining positions are occupied, and the ad can only be placed in the first place.
Your client is looking for his ad in a specific position for a specific phrase, but sees it in a different position. Your location regions and display regions are the same. Why can an ad be shown in different positions to you and the client in a search?
We have different browsers.
The campaign is configured to adjust bids by gender and age. We belong to different socio-demographic groups.
Due to the influence of user factors on ranking in Direct.
The campaign is shown only on networks. In the ad group there is the phrase “cheap tours to Egypt” (in quotes). How will ads from this group be shown?
Ads will only be shown on sites where this phrase appears, and to users who searched for this exact phrase.
In this case, ads can only be shown based on audience selection conditions. Quotes prohibit impressions on networks.
Ads can be shown on any thematic sites about Egypt and tours.
On what platforms can Direct ads be shown?
On external SSP sites - on websites and in applications.
In applications and on Yandex project websites.
On the main page of Yandex.
Which statements about ad impressions on networks are true?
The same platform can place both search and classified advertising.
On networks, ads can be shown with all the extras and images.
Ads can only be shown to those users who have already visited the advertiser’s website or asked Yandex about relevant goods and services.
The group has a regular ad and a mobile one. Which one will be shown on a mobile device?
Mobile.
The system will randomly select one of these advertisements.
The one with better performance will be shown.
Where is an ad shown that has a bid lower than the minimum bid in search?
In dynamic impressions, on the “All ads” page.
Only on the “All announcements” page.
What metrics are taken into account when selecting ads to display in all search result positions?
Quality factor.
Click-through rate and cost per click specified by the advertiser.
Keyword productivity.
Key phrase without stop words.
The ad is shown based on the audience selection condition to those who abandoned the order on the advertiser’s website. At the same time, the campaign adjusts rates for men aged 35 to 44 years. What settings will affect display on networks if the user matches both?
Only bid adjustments will be taken into account when displaying.
Both will work - the display will be based on the conditions for selecting an audience, taking into account the adjustment of bids.
When displaying, only the audience selection condition will be taken into account.
There are two ads in the advertising campaign. For the first, the key phrase was used (buy paints), and for the second, “buy paints” (in quotes). The query in the second ad has a higher CTR, Quality Score, and Bid combination. Which of these ads will be shown to the user when he enters the query: buy paints?
The second ad has a combination of CTR, quality score and higher bid.
The second declaration is that the use of operators gives the phrase priority.
The first ad is shown for all variants of similar queries.
In what places can image ads be shown?
On mobile devices in networks.
On the search page for all advertisements.
In the search results on the Yandex.Maps service.
On the sites of partner SSP networks.
How are ads selected for the block of guaranteed impressions?
Ads with the best combination of cost per click, quality factor and CTR are selected for the block.
Direct ads with the highest bids are selected for the block.
Direct ads with the highest CTR and bids per click are selected for the block.
Direct ads with the highest CTR are selected for the block.
Choose the correct continuation of the statement. If the phrase of a regular ad is equal in accuracy to the phrase of a dynamic ad, then:
The dynamic ad will have priority when shown.
The system will select the most effective ad from these two for display.
The regular ad will have priority when shown.
The key phrase (online store for fishermen) and the audience selection condition “Visited online store.rf” were simultaneously added to the ad. How will the ad be displayed?
In search, the ad will be shown by key phrase, and in networks - by both key phrase and condition.
In search, the ad will be shown based on a key phrase, and in networks - based on the conditions for selecting an audience.
The ad will be shown in search and in networks to users who typed a request (online store for fishermen) and were previously on the website online store.rf.
The advertiser has set up geographic targeting throughout Russia. How will the impressions be released? keywords in different regions?
Keywords will only compete based on CTR in the selected region.
Depending on the number of competitors in different cities, the same ad upon request may be shown in different blocks.
Regardless of the specific city, each click will be paid at the average price.
Where are ads shown by default in Direct?
On all types of devices where there is a target audience.
Only on desktop. Impressions on mobile devices must be configured separately.
On desktop and tablets. According to statistics, they only buy there.
You need to show ads in search at one time, and in networks at another time. How to do it?
Set up hourly bid adjustments for groups with network ads.
Separate ads for networks into a separate campaign.
Set up different display schedules in one advertising campaign.
There are no mobile ads in the group. Will this group's ads show on mobile devices?
No, they will not do. To display on mobile devices, you need to create special ads.
Yes, they will. The ad type does not affect where it is shown.
No, they will not do. There is a separate campaign type for impressions on mobile devices.
Yes, they will, but taking into account CTR and competition on the desktop.
What business problems can be solved using impressions based on audience selection conditions?
Find new ones potential clients, similar in profile to existing ones.
Increase the conversion of website visitors into customers.
Sell additional goods or services to those who have already made a purchase.
Show ads in searches not by keywords, but by interests.
Attract new visitors to stores and branches by showing advertisements to those who regularly visit certain places.
In what order are ads shown in special placement and guaranteed impressions?
In random order.
In descending order CTR.
In descending order, the combination of bid, quality score and CTR.
In descending order, the product of cost per click and CTR.
Upon request, there are no competing advertisements in the Special Placement, but the price of entry into this block is still very high. Why?
It can not be so. The entry price in the absence of competitors will be minimal.
Special placement has an entry threshold that does not depend on the presence of competing advertisements. It is possible that a block does not contain a single ad.
The ad CTR for this query is not sufficient for Special Placement.
The phrase does not have enough quality factor for Special Placement.
How are ads sorted on the search results page for all Direct ads?
In descending order of cost per click.
Advertisements are placed in random order.
In descending order of quality factor.
Click through rate, cost per click and quality factor are taken into account.
The group consists of two mobile ads. Can they be shown on desktop?
They can, since there is no desktop ad in the group.
A group cannot contain only mobile ads.
They can't because these are mobile ads.
How can I improve my account quality score?
Collect all high-performing ad groups into one advertising campaign, and turn off the rest.
Add a virtual business card to your ads.
Increase CTR of phrases.
Complete all ad supplements as much as possible.
Clarify geographic and time targeting.
The advertiser plans to create a separate advertising campaign and adapt it as much as possible for display on mobile devices. What actions will help make your campaign effective and increase reach on smartphones?
Adding to mobile ad groups.
Leave only users in targeting latest version iOS.
Adding image ads in formats popular on mobile devices.
Adaptation of ad texts for mobile devices.
What does the productivity of phrases show?
The effectiveness of the phrase, taking into account the accumulated statistics on it.
The share of all possible impressions that an advertiser will receive for this phrase in conjunction with an ad group.
How well the phrase is developed in conjunction with a specific ad.
How does the “Take into account” option work? holidays» in time targeting?
Disables displays on holidays.
Includes holiday screenings.
Allows you to set up a schedule for showings on holidays or completely prohibit showings.
How does time targeting work in Yandex.Direct?
It limits the number of clicks during certain hours.
It allows you to limit the cost of displaying advertising during certain hours.
What are the benefits of adding to a mobile ad group?
Mobile ads can be targeted based on user interests mobile applications.
More accurate calculation of click price and CTR - for mobile ads, only data from mobile devices is taken into account.
Increases the CTR of the group and allows the rest of the group’s ads to get into Special Placement at a reduced price.
IN mobile ads You can adapt texts for mobile devices.
Is it possible to create your own virtual business card for each ad group in one advertising campaign?
Can. A virtual business card is created when adding a new ad group or editing an existing one.
It is forbidden. A virtual business card can only be created for an entire campaign.
Is it possible to add the following display link to the yandex.ru domain: advertising-in-direct?
Select the correct statements about the displayed link.
It can indicate Additional information about the advertised product or service.
An advertiser wants to show ads to people who have already visited his online store. What can he use to solve this problem?
Smart banners.
Automatic strategies.
Dynamic ads in search.
Displays based on audience selection conditions.
The advertiser has changed the advertising campaign for impressions on networks. What changes will improve placement efficiency?
Adding image ads different formats.
Adding images.
Adding mobile ads.
Write the same title and ad text.
Adding audience selection conditions.
How to make image mobile ads?
Upload ready-made banners or collect images of appropriate sizes in the Constructor - for example, 960 × 640.
Mark the ready-made image ads with the “Show on mobile screens” checkbox.
For mobile screens There is special formats advertisements and image ads are not shown on mobile phones.
Why create image ads in different sizes?
The more different formats, the higher the CTR of the ad group and the higher the account quality score.
To increase your chances of passing moderation.
To increase your audience reach. Ad unit formats may differ on different devices and platforms.
Select all false statements about the virtual business card.
It can make your ad more visible and clickable.
It cannot be added if the organization does not have an address.
It helps the user view the advertiser's contacts and additional information about him.
Clicks on a business card are cheaper than clicks on a website link.
Is it possible to exclude a certain region by adjusting bids by display region?
You can set the downward adjustment to minus 100%.
It is possible, but only at the campaign level. You can't set adjustments for an ad group.
No, you cannot completely eliminate a region by adjusting rates, but you can reduce the rate by 90%.
Do I need to fill out additional fields in advertisements? For example, clarifications, address and phone number.
Not necessary. They are not always shown and distract users from linking to the site.
The more fields are filled in, the better. They all increase CTR.
Which advertiser is best suited for location-based segment targeting?
A small chain of grocery stores, each of which serves residents of one area.
Famous electronics network.
A computer company entering a new market.
A furniture hypermarket that tries to attract as many customers as possible.
The campaign is shown only on networks. Targeting has been set up for Krasnoyarsk, advanced geotargeting is enabled. How will expanded geotargeting affect impressions on networks?
Ads will be shown to everyone who has ever looked for a product or service in Krasnoyarsk, regardless of their current location.
Ads will be shown to residents of Krasnoyarsk and people outside the city who visit Krasnoyarsk more often than other places.
The screenings will be only for residents of Krasnoyarsk.
What is interest targeting in Mobile App Advertising campaigns?
A special retargeting setting available only in this type of campaign. Using interest targeting, impressions are set up on networks.
Adjusting bids for users interested in applications of a certain category.
The more different types ads and banner formats, the higher the chances of getting a good forecast.
Which of these advertisers would benefit from dynamic ads?
Online pharmacy.
A small hair salon that offers discounts on different types of nail coloring every day.
A large online electronics store with thousands of different products on its website.
For which objects can you set up time targeting in Direct?
Only for each ad.
How do bid adjustments improve ad performance?
You can pay less for clicks from users related to target audience.
You can reduce the likelihood of your ads being shown to people outside your target audience.
The owner of an online store of tableware and kitchen goods creates an advertising campaign in Direct. The site has several sections with different types of products. How to optimally group his products within an account?
Create a separate campaign for each product on the site - each has only one key and one ad.
Combine them into two ad groups: one for the search campaign, the other for impressions on networks.
Create several ad groups, each with its own theme: for example, “Grill pans,” “Steamers,” “Serving utensils,” and so on.
Combine them into one ad group: Direct will show ads with those products that are most often searched for.
There is a lot of traffic from mobile searches, but there are also a lot of refusals. For the same phrases, the traffic on the desktop is of high quality, the bounce rate is acceptable. What do you advise an advertiser to check?
Usability of the mobile version.
There is a lot of traffic from mobile searches, but there are also a lot of refusals. What do you advise an advertiser to check?
Usability of the mobile version.
Page loading time. According to statistics, many sites take a long time to load and users lose patience.
Rates. They should be made as low as possible so that traffic does not load the site so much.
Key phrases - they need to be made as narrow as possible so that only interested people visit the site.
Ivan wants to increase his mobile audience reach. What's the best way to do this?
Create separate campaigns for different types of mobile devices.
Set bet adjustments with a higher odds for mobile devices.
Set down bid adjustments for desktop.
Raise all bets - coverage will increase on all types of devices.
Why create ads in different formats in Direct?
A variety of ad types and banner sizes allows you to display ads on more different sites and devices.
Of all formats, Direct selects the ad with the highest click-through rate forecast for display.
The campaign includes image ads. The task is to track calls only based on them, without taking into account all other types of advertisements. How can I do that?
You cannot specify a phone number in image ads, but you can set up dynamic call tracking on them on the website.
Specify private room in virtual business cards of groups, in which there are only graphic advertisements and no other types of banners.
Indicate a separate number on the banners that is not used in other advertising formats.
How is a virtual business card useful for an advertiser?
When viewing from a mobile phone, you can call the specified number with one click.
It increases the click-through rate of your ad.
Clicking on a virtual business card is free.
When displayed in Yandex search from a business card, the company's phone number and opening hours are shown.
For which objects in Direct can you set up geographic targeting?
Both for the entire campaign and for separate groups advertisements
Per ad group only.
How do impressions and clicks on additional relevant phrases affect the CTR of the original phrases and the cost per click?
They are taken into account in the CTR calculation in the same way as impressions and clicks on the original phrases, but do not affect the cost per click.
They are taken into account in the CTR calculation and affect the cost of a click in the same way as impressions and clicks on the original phrases.
They are not taken into account in calculating the CTR of the original phrase and the cost of clicking on them.
Why do you need to indicate the Metrica counter number in the parameters of an advertising campaign in Direct?
To understand what people who came from Direct are doing on the site. This helps to understand why there are clicks, but no conversions to orders.
Why do you need to link the Metrica counter to Direct?
For correct operation site monitoring - if the site becomes unavailable, Metrica monitoring will turn off advertising in Direct so that the budget is not wasted.
This allows you to customize the conditions for selecting an audience by goals and Metrics segments.
The metric is needed to enable some automatic strategies. The link helps optimize advertising costs not by CPC, but directly by CPA or even ROI.
To understand what people who came from Direct are doing on the site. This helps to understand why there are clicks, but no conversions to orders.
How are clarifications useful for an advertiser?
Increases ad attractiveness and CTR.
Gives you the opportunity to report potential buyers Additional information.
Increases the productivity of the phrase.
Allows you to display your ad in an expanded format.
Productivity guidelines say: “Add the entire phrase to the title.” In this case, the exact key phrase is already added to the title. Why does the system make this recommendation?
There was a draft in the group that did not have a key phrase in the title. Productivity recommendations take into account removed ads.
There is an ad in the group whose title consists only of a template.
There is another ad in the group whose title does not include the keyword phrase. The productivity score is calculated for all ads in the group.
You want your ads to appear in higher search positions, but there is no way to increase your cost per click. What else can you do to improve your ad's effectiveness?
Type the title of the ad in CAPITAL LETTERS.
Fill in the details.
Add a virtual business card to the ad group, specifying as detailed information as possible.
Add a picture to each ad.
The advertiser made several changes to the campaign. Which ones will increase the efficiency of placement?
Removing all negative phrases.
Filling out clarifications.
Refining geotargeting - setting only to those regions in which the advertiser’s business operates.
Adding a virtual business card.
Disable phrases with low CTR.
Using templates in ads.
An advertiser - an air ticket aggregator - wants to quickly generate advertising based on its data feed. Which Direct formats will solve his problem?
Dynamic ads.
Image ads.
Text and graphic advertisements.
Smart Banners .
Inform in the texts of your advertisements about discounts, promotions, gifts, etc.
Be sure to include the legal name of your organization.
Set up geotargeting and in the ad text indicate the name of the city or region in which the product or service is sold.
Include keywords in your ad text.
Created a new campaign. Opposite the key phrase we see the prices of the positions. Are competing listings taken into account in item prices?
Yes, all competing ads for a query are taken into account, except those stopped by time targeting.
No, they are not taken into account. The system takes into account the CTR forecast, the productivity of the phrase and the account quality score.
Yes, all competing ads for your query are taken into account. Competitor bid adjustments are not taken into account.
Can geotargeting settings affect the cost per click on an ad?
No, the cost per click takes into account all competitors for the selected keyword.
No, the price is only affected by the time of impressions and the number of competitors who are competing for an impression right now.
Yes, different regions have different numbers of competitors, so clicks will cost differently.
The advertiser set two adjustments: + 400% for mobile devices and + 300% for men from 18 to 24 years old. How will the rate be adjusted for a 23-year-old man with a mobile phone?
Only the first adjustment will work because it is larger.
Both adjustments will work.
Adjusting for gender and age will work because such adjustments have higher priority.
Let the bet on the phrase be 12 rubles. Three adjustments have been established: + 300% for women from 25 to 34, − 80% for St. Petersburg, + 50% for mobile devices. According to the advertisement, a 40-year-old St. Petersburg woman is transferring from her mobile phone. How will the rate be adjusted?
3.6 rub.
For which items in Direct can you adjust bids by display region?
For every ad.
To an ad group.
The advertiser, using the price wizard, set the setting “On search: set the price for the 1st special placement + 10% of the price, but not more than 100 rubles.” Having entered after 2 hours, the advertiser sees that the bid is not enough to get into the special placement. Why could this happen?
The price master changes rates once an hour. The rate will be changed soon.
The price master has not yet managed to change the rate a second time.
The Price Master changes bids for all phrases once. If the ad was later pushed out, the price master will not change anything a second time.
On one site in the external network, the CTR is higher, and on the other, the conversion is higher. On which site will the bids and cost per click be lower and why?
The cost per click will be lower on a site with a higher CTR. The higher the CTR, the lower the cost per click.
There will be no difference in bids or cost per click. The system will show ads more often on the site that gives more clicks to the site.
Direct will reduce rates on the site where the conversion rate is lower. The reduction will be proportional to the predicted number of conversions. Accordingly, the cost per click on this site will also be lower.
The cost per click on a virtual business card will be 0.3 rubles. below the assigned maximum rate.
The account has two active campaigns. One is about to run out of funds, and the other has 1,900 rubles left. Right now there is no way to top up your account, and campaigns cannot be stopped. What can you do to keep your campaigns going?
Connect to a General Account.
Transfer funds from the old campaign to the first one.
Transfer funds from another account.
Let the bid per phrase be 1 ruble. The advertiser set a downward adjustment for men of all ages by 90%. At what rate will the corresponding ad be shown to men?
At a rate of 1 rub. This adjustment cannot be made.
At a rate of 0.1 rub.
At a rate of 0.3 rubles, since the rate cannot be less than the minimum value for a given currency.
There are different boost adjustments for mobile devices at the campaign level and at the ad group level. What adjustments will be applied?
The adjustment specified for the group will be applied.
The adjustments will be cumulative.
The adjustment set for the campaign will be applied.
What indicators influence the cost of a click in external networks?
Ad CTR.
Predicted conversion.
Site quality factor.
Productivity of the phrase.
Does Direct regulate bids for impressions on networks?
Yes. Direct reduces bids for impressions on sites if it predicts a low probability of conversion on the site.
Yes. Direct can either increase or decrease rates for individual sites depending on the predicted probability of transition.
No. Bidding always takes place at the maximum bid set by the advertiser.
The campaign selected an automatic strategy with a maximum bid limit. How will adjustments by display region work?
The bids that the system assigns during the operation of the automatic strategy will be adjusted, taking into account the restrictions set by the advertiser.
They will not work in automatic strategies.
How are all monetary indicators indicated in an advertiser’s account?
Including VAT according to the legislation of the Russian Federation.
Excluding VAT.
Including VAT, the rate varies depending on the country of the advertiser.
The account has two active campaigns. One is about to run out of funds, and the other has 1,900 rubles left. Is it possible to transfer funds from the second campaign to the first?
Yes, you can - the “Distribute Equally” function is made specifically for such cases.
No, you can’t - the minimum transfer and balance amounts are at least 1000 rubles each.
Yes, you can - minimum amount transfer is 300 rubles.
The ad is shown throughout Russia. Three rate adjustments have been configured: + 100% for mobile devices, − 50% for Nizhny Novgorod, − 50% for women. What adjustments will work if a woman from Krasnodar clicks on an ad from a mobile device?
Only the mobile adjustment will work.
Only adjustments by gender and age will work.
Adjustments will work for mobile phones and by gender and age.
The campaign includes the key phrase “flower delivery.” The display region is Moscow and the region, expanded geographic targeting is enabled, an upward adjustment is set at + 200% for Moscow and an upward adjustment at + 50% for mobile phones. A man in Tver dials search bar on the computer: flower delivery in Moscow. Does he have a chance to see this ad?
No, because if there are regional adjustments, advanced targeting does not work.
No, because the man uses a desktop.
Yes, because advanced geographic targeting is enabled.
Let the rate for clicks on your ads be 72 rubles. You've added a +20% mobile adjustment and a +50% regional adjustment for the area around your stores to attract more customers. Someone clicks on an ad from a mobile phone while near your store. What will the rate be?
122 rub. 40 kopecks
201 rub. 60 kopecks
129 rub. 60 kopecks
Three added to the ad Quick links. The user clicked on the main link and several quick ones. How many clicks will the advertiser pay for and how will their price differ?
An advertiser wants to know the average cost of clicks in an advertising campaign, including VAT. Is this possible?
Yes. The average cost per click including VAT can be found in the advertising campaign statistics.
Yes. All prices in the interface are displayed including VAT.
Is it possible to transfer funds from a campaign that is running or in the “activating” status?
Yes, any amount.
Yes, transfer the difference between the account balance and the reserve required to complete the campaign.
No, transfer is only possible from a stopped campaign.
Let the bids for all key phrases be 2000 rubles. The advertiser has set an upward adjustment of 30% for mobile devices. What will be the resulting maximum bid for conversions from mobile?
At a rate of 2000 rubles, since the adjusted rate was greater than the maximum for this currency.
At a rate of 2500 rubles, because the rate cannot be higher maximum value for a given currency.
At a rate of 2600 rubles.
Let the bids for all key phrases be 1800 rubles. The advertiser has set an upward adjustment of 500% for mobile devices. What rate will be used for bidding on desktops?
At a rate of 2500 rubles, because the rate cannot exceed the maximum value for a given currency.
At a rate of 2700 rubles.
The rate is 1800 rubles, since the adjustment is set only for impressions on mobile devices.
All adjustments that suit the user will be applied sequentially
Only adjustments by device type and social profile will be applied. Regional adjustments do not work simultaneously with others
The display region adjustment will be applied. Direct will ignore other adjustments
The campaign is configured with increasing bid adjustments for certain regions, for mobile devices, as well as for certain gender and age. What adjustments will be applied and how?
Only adjustments by device type and social profile will be applied. Regional adjustments do not work simultaneously with others.
The display region adjustment will be applied. Direct will ignore other adjustments.
When adjustments intersect, all coefficients are summed.
At the campaign level, a downward adjustment is specified for women over 45 years of age, and at the group level, an upward adjustment is specified for them. What adjustment will be applied?
Such conditions cannot be set.
A downward adjustment will be applied.
An upward adjustment will be applied.
How are the bid, cost per click and predicted probability of clicks in networks related in Direct?
The lower the predicted probability of transition from a specific site, the cheaper the clicks on it.
If the bid for a phrase is low, the ad will be shown on sites with low quality.
The predicted transition probability does not affect prices.
There are several active and several stopped ads in the group. What price is displayed in the Search Price column?
The aggregated price is displayed only for active ads in the group.
Only the price for the selected group ad is displayed. The search price changes depending on the selected ad.
The generalized price for all ads in the group (active, stopped, archived) is displayed.
An ad with a virtual business card is shown on mobile devices. All users clicked on the phone number and called immediately, but did not go to the site. Will such transitions be cheaper or more expensive than transitions to the site?
Calling a phone number is free.
There will be no difference in cost - transfers to a business card cost the same as transfers to a website.
Transitions to a business card will be more expensive - they do not increase CTR, so Direct will always write off the click price indicated in the interface.
The owner of a chain of clothing stores wants to motivate discount card holders to buy more in the online store than offline. What's the best way to do this?
In the advertisements, offer discount card holders an additional discount in the online store.
Place products from an online store on Yandex.Market.
You have created several segments in Yandex.Audience. Now you need to determine the percentage of users who were on the site and find out what they did there. How and for which segments can this be done?
You can specify the Metrics counter number, but the data will only be pulled up for segments created from Metrics segments.
You can specify the Metrica counter number, but the data will only be pulled up for segments created for Metrica goals.
If you specify the Metrics counter for any segment, the statistics will be updated for all types of segments.
Data about user behavior on the site will be pulled up automatically if Yandex.Audience and the Metrica counter are on the same login.
The advertiser wants to expand the circle of its customers. For a business to flourish, it is important to attract only those who spend at least a certain amount per month. What tool will be the most effective and least labor-intensive in this situation?
Targeting using Yandex.Audience or Metrica to existing customers with a certain solvency.
Setting up geotargeting for the most economically developed regions of the country.
Look-alike targeting of people who are similar to existing customers and have a certain ability to pay.
Using bid adjustments, target advertising to people of a certain gender and age.
How to understand that a segment in Yandex.Audience is suitable for look-alike targeting?
In segment statistics you can see the user similarity index. The higher the similarity, the more suitable the segment is for creating a look-alike segment.
This cannot be understood in advance. You can only experiment and track impression statistics for the look-alike segment.
Is it possible to create an audience selection condition consisting only of unfulfilled goals (the “None completed” block)?
Yes, this condition can be used both for impressions on networks and for adjusting bids.
No, the “None Done” block can only be used in combination with the “At least One Done” or “All Done” blocks.
Yes, but this condition can only be used to adjust rates.
You have been contacted by the owner of a restaurant located next to a large office center. “In the office center there is a food court with restaurants, but I want office employees to come to me for lunch. How to attract these people? Leaflets no longer work, and my budgets are small.” What advice would you give to a restaurateur?
Using Yandex.Audience geosegments, target advertising to the location where the office center is located.
Add more key phrases with the name of the office center to the campaign. For example: where to eat in Moscow city.
Set up a campaign in Direct for the entire city.
Is it possible to combine Metrics goals, Metrics segments and Audience segments in one audience selection condition?
You can only combine the Metrics and Audiences segments.
Can.
You can only combine goals and Metric segments.
How does the cost per click differ between a link to an advertiser’s website and a virtual business card?
The price per click on a virtual business card will be 0.3 rubles. below the assigned maximum rate.
There is no charge for clicking on a virtual business card.
Two months ago, Ilya ran a campaign for people who regularly visit the Raduga shopping center. The campaign worked in segments based on geolocation data. Now Ilya wants to run a new campaign for the same target audience. Do I need to create new segments?
Yes, you need to collect new segments to exclude non-target users. Within two months, the information became outdated, and some users may have moved.
It’s better to collect new segments to add users who recently started going to Raduga to the sample.
No, you can use the same segments - the information is updated automatically.
The campaign has set up conditions for selecting a look-alike audience for fifty thousand contacts. Downward adjustments have been established for men and for all people under the age of 44, and upward adjustments for mobile phones. There are few impressions and clicks. What hypotheses need to be tested?
The stakes are too low.
Fifty thousand contacts are not enough to build a high-quality look-alike. The technology only works with millions of contacts.
The targeting and audience selection conditions are too narrow.
Seasonality of demand for a product or service.
What does the reach indicated on the Yandex.Audience page mean?
Cookies on different devices for the last 30 days.
The exact number of users found.
Number of impressions by segment.
Is it possible to make the cost per click automatically change depending on the time of day?
No. There is no automatic adjustment of rates depending on the time of day.
Yes, you can using audience selection conditions.
Yes, hourly bid adjustments are available in the time targeting settings. It only works for manual betting management.
Yes, you can set up hourly bid adjustments for both automated and manual bid strategies.
Some online store visitors add items to their cart but do not place an order. What advice can you give to the owner of this site?
Make sure that the delivery terms are visible and well described.
Check the usability of the site, ease of ordering.
The owner of an online store wants to offer a discount to people who visited the site but did not buy anything. How to set up advertising most effectively?
Use the audience selection condition: according to the Metrics segment, set up the display of ads to those who have not yet been to the site.
Use the audience selection condition: according to the Metrics segment, set up the display of site visitors to this segment.
In your ad, offer this segment of visitors a discount or other special purchasing conditions.
Describe the promotion on the pages linked to in the advertisements.
Why is the reach value on the Yandex.Audience page greater than the number of loaded contacts?
An ad can be shown to one person several times.
One person can use several devices (work and home computers, smartphones, etc.).
This shouldn't happen. If this happens, it's a bug.
The Metrica counter and the Direct campaign are registered under different logins. What condition must be met for counter goals to be available for setting up audience selection conditions in a Direct campaign?
The counter number is specified in the campaign parameters.
The campaign includes Metrics markup.
Direct and Metrica belong to the same person.
In the “Reach” ad group from the “Retargeting” campaign on the AAA login, we created an audience selection condition “ Best clients" For which ad groups will the “Best Clients” selection condition be available?
The “Best Customers” condition will only be available for setting up the “Reach” group.
The "Top Customers" condition will be available for setting up all groups in all AAA login campaigns.
The “Best Customers” condition will be available for setting up all groups, but only in the “Retargeting” campaign.
Which impressions are affected by the “Advanced geographic targeting” option enabled?
For impressions in Yandex search.
For displays in YAN and external networks.
For impressions in YAN, external networks and Yandex search.
Campaign type “Advertising of mobile applications”. If an app becomes unavailable in the app store, what happens to the Direct announcement?
Your ad will continue to serve
Displays of the ad will be paused, and a notification will be sent to the advertiser by email.
So there are many various types advertisers and, accordingly, various forms of advertising, including national, local, for the general consumer, for the industry, services, comparative, joint (paid by the manufacturer and local distributor of the product. - Ed.), explanatory and propaganda, correctional (one of the extrajudicial forms penalties provided for by the US Federal Trade Commission regulations for advertisers whose advertising is found to be false or misleading - Ed.), counter-advertising, as well as advertising of the "public appeal" type. Each of these forms is discussed in the appropriate sections of this book.
Describe the role of advertising in product promotion. Advertising is a paid form of impersonal influence of the advertiser on the target market, mainly transmitted in the media. Advertising informs, persuades, reminds and entertains. It is used to introduce a company's name, establish reputation, and communicate various types public services. Advertising is often classified by reach (local, national, international, global), by advertising objectives (commercial, non-profit, corporate, public service), by media type (indirect response, direct response), and by consumer objectives ( personal use, business, organizational). Many new forms of advertising are replacing traditional ones. The advantage of mass advertising is its relatively low cost in reaching a larger number of consumers. Advertising provides information that helps consumers choose between competitive products. Annual advertising costs around the world are almost 500 billion. Advertising has existed since ancient times. A turning point in the history of advertising was the invention of the printing press (mid-14th century) and technology during the Industrial Revolution, which contributed to the growth of advertising. In the latter part of the 20th century, advertising became a more sophisticated and widely used marketing tool throughout the world. The three parts of the advertising triad are the advertiser (pays), the advertising agency (creates), and the media (distributes). Advertising decisions include budgeting, creative strategy development, media strategy development, advertising creation, implementation and performance measurement.
Advantages of P.r. - selectivity, i.e. the ability for the advertiser to choose the circle of consumers he wants to reach; wide coverage of the target audience; flexibility; high control over the circulation and quality of advertising products; individual impact; relative exclusivity high degree reactions of recipients P.r. Disadvantages of P.r. - high costs per advertising unit (about 12-15 times higher than in magazines or newspapers) delivery delays lack of information environment problems with selectivity.
Advertising in the most widely read publications and popular programs is naturally the most expensive. Therefore, by saving on it, the advertiser risks losing a wide range of consumers. But we must remember the famous saying: When saving on advertising, an entrepreneur is like a person who does not look at his watch in order to save time. Advertising messages are often made catchy and attention-grabbing. At the same time, it should be clear to the reader, viewer, and listener where the advertising is and where the editorial material is. The form of the advertising message must correspond to the culture and worldview of the advertising audience to which it is directed.
On the other hand, management can be considered as a process of interaction between the main participants in communication activities. The subjects of management (i.e., participants making management decisions in this area) are the top management of the advertising company, line and functional managers of its marketing service, and advertising department specialists. Potential consumers, resellers, and general public opinion can be considered as objects of management (those to whom management decisions are directed in order to achieve a certain result).
Although it is useful for an advertiser to know about the general attitude of the market towards his brand, it is also important to determine the mechanism by which such attitude is formed. In other words, the advertiser needs to know which properties, useful qualities and opinions about them are most important in a given market situation and, in particular, which of them are decisive when choosing a brand. The means-end chain model helps explain the connections between product properties, consumer judgments, and personal values. Determining the appropriate set of properties is a crucial factor in the analysis. A number of procedures have been developed for this. The degree of relative importance of each property can be obtained by ranking and conjoint analysis methods. Conjoint analysis is rapidly improving and is now widely used in industry. The study of influencing and determining attributes helps identify methods for identifying attributes that have the greatest impact on the structure of relationships, or are directly related to brand choice and purchasing behavior.
Thus, almost 80 years ago it was established that a single contact between an advertisement and a specific consumer is not enough for the advertising message to work. However, many advertisers continue to believe that once they have widely advertised their business, they can rest on their laurels in the future. This is a very dangerous misconception. In any city or region there are almost no companies whose products are unique. And as soon as you stop advertising for a few months, the client will go to a competitor. On this occasion, J. Abraham wrote: The most expensive thing in any business is the loss of a client. If the client does not contact you again, you have failed twice. Acquiring a new client comes in second place, and costs twice as much.
Advertising, i.e. The use of paid means of information dissemination by the seller to convey persuasive information about goods, services or organizations is a powerful means of stimulation. American market players annually spend more than $61 billion on advertising, and advertising itself comes in many varieties (national, regional, local for the general consumer, industry, retail, product advertising, brand advertising, prestige advertising, etc.) P.). Advertising decision making is a five-step process consisting of setting objectives, making decisions about budget, messaging and media, and then evaluating the results of the advertising program. Advertisers must clearly define the purpose of their advertising, whether it is to inform, exhort or remind. River sizes -
On the one hand, advertising can be used to create a long-term image of a product (o a-ola advertising), and on the other hand, it can stimulate the acceleration of sales (sale advertising). Advertising is effective method reach numerous buyers living in different places, while spending little money per advertising presentation. Some forms of advertising (such as TV advertising) require a large budget, while other forms (newspaper advertising) are relatively inexpensive. Simply by its very existence, advertising can influence sales - consumers tend to believe that a widely advertised brand should offer good quality Otherwise, why would advertisers spend so much money on their product?
Corrective advertising - appeared as a reaction of consumerism to advertising that manipulates public opinion in economically developed countries in the 1970s. It is implemented in the publication of information messages (corrective announcements) on behalf of regulatory organizations that protect consumer rights. They report inaccuracies and misinformation contained in advertisers' materials. It is especially widely used in the USA and Scandinavian countries, where it must be paid for by the perpetrators.
On the one hand, advertising is used to create a long-term image of the product (advertising for the company Oa-ola), and on the other hand, it stimulates the sale of goods (advertising for Sunday sales at Sears department stores). Advertising is an effective way of communicating with numerous buyers from different regions. Some forms of advertising (such as television advertising) require significant investment, while others - such as newspaper advertising - are relatively inexpensive. Advertising influences sales volumes by its very existence, because consumers tend to believe that a widely advertised brand offers high quality, otherwise why would advertisers spend huge amounts of money?
As noted above, instead of seeking to sell a specific product, institutional advertising aims to establish high level friendly attitude towards the advertiser. Corporate public relations advertising attempts to create an attractive image of the company in the minds of employees, consumers of its products, stockholders and the general public. Texa o Petroleum, for example, runs advertisements that draw attention to the company's commitment to protecting the environment.
IM K means that the relationship between advertisers and the agency will also change. Timm Krull, chairman and CEO of Nestle USA, succinctly described this relationship in a recent speech at the annual convention of the American Association of Advertising Agencies. Agencies must help clients develop compelling advertising concepts that will serve as launchers for the wide range of other marketing tools at our disposal. . These tools include packaging, in-store advertising and promotions, direct mail, direct response, phone numbers manufacturers of products starting with 800, marketing based on consumer databases, coupon programs, cable programs - just to name a few.
The new Yandex.Direct test, as part of the certification of specialists, began “its work” in the fall of 2016. I took the Yandex Expert exam for the first time in 2016. I passed that test, although not the first time. The certificate is valid for 12 months. Now, once again, I have confirmed my status as a specialist in contextual advertising from Yandex by passing a new test. You can view my Yandex Expert certificate. In preparation for the Direct exam, the expert collected an up-to-date “collection” of test tasks and answers.
Leave your thoughts about incorrect answers in the comments. I'll join the discussion! This page is specifically intended for exchanging opinions about correct and incorrect answers. In the dispute, the truth will be born, and you will be better prepared to surrender! I assure you it is very productive!
In addition to the video materials, I provide examples of possible test tasks thematic group “Audience selection” (based on testing materials from September 2018).
- The owner of an online store wants to offer a discount to people who visited the site but did not buy anything. How to set up advertising most effectively?
1. In the ad, offer this segment of visitors a discount or other special purchasing conditions.
2. Use the audience selection condition: according to the Metrics segment, set up the display of ads to those who have not yet been to the site.
3. Use the audience selection condition: according to the Metrics segment, set up the display of site visitors to this segment.
4. Describe the promotion on the pages linked to in the advertisements.
- Arthur owns a clothing store. He wants to show a promotions page to users who were last on his site more than a week ago. Which of the proposed settings should Arthur choose?
1. In the retargeting condition, select the Metric goal “Visited the site” in 90 days, the rule is “All completed.”
2. In the retargeting condition, select the Metric goal “Visited the site” in 7 days, the rule is “Not a single one fulfilled.”
3. In the retargeting condition, select the Metric goal “Visited the site” in 7 days, the rule is “All completed.”
4. In the retargeting condition, select the Metric goal “Visited the site” in 90 days, the rule is “Not a single one fulfilled.”
- In Direct, you can target advertising by Yandex.Audience segments based on CRM data. Which statements about this type of segment are true?
1. For this segment, you can target advertising to a specific area of the city from even a separate building.
2. The uploaded file must contain at least 1000 unique entries.
3. Only one type of data file can be uploaded to a CRM-based segment.
4. The uploaded file can be hashed
- The campaign has set up conditions for selecting an audience using look-alik for fifty thousand contacts. Downward adjustments have been established for men and for all people under the age of 44, and upward adjustments for mobile phones. There are few impressions and clicks. What hypotheses need to be tested?
1. The targeting and conditions for selecting the audience are too narrow.
2. The stakes are too low.
3. Fifty thousand contacts are not enough to build a high-quality look-alike. The technology only works with millions of contacts.
4. Seasonality of demand for a product or service.
- In Direct, you can target advertising based on data collected using the Yandex.Audience Pixel. Which of the statements below are true?
1. Pixel-based audience segments can only be used in adjustments to Direct campaigns.
2. In the settings for audience selection conditions, a pixel-based segment can be combined with Metrics segments.
3. The segment includes users who have viewed the media banner a specified number of times. The number of views is adjusted in the pixel settings.
4. Pixel-based audience segments can only be used in Direct and Display media campaigns.
5.In the settings for audience selection conditions, a pixel-based segment can be combined with other Yandex.Audience segments.
- Select all correct statements about the use of goals and metric segments in Yandex.Direct?
1. You can target advertising to a Metrica segment only if the Metrica counter belongs to the same login as the campaign in Direct.
2. Goals and Segments Metrics can be combined with geolocation segments.
3. Using Metrics segments in Direct, you can block impressions to users who have already seen the advertisement.
4.Using Metrics goals and segments, you can increase the likelihood of showing ads to users who were on the site and viewed certain pages.
- The owner of a restaurant located next to a large office center has approached you: “I want office employees to regularly come to dine at my restaurant, and not at the food court. There is a shopping center nearby, but it’s easier for me to work with guests who come to us regularly.” What settings are appropriate in this case?
1. Geosegment in audiences by selecting the “currently located” condition.
2. Target advertising in the look-alike segment in Yandex.Audience to existing clients - the system itself will find users who live in this area.
3. Add key phrases with the name of the office center. For example: business lunch Moscow City.
4.Geo segment in Yandex.Audience with the “working” condition.
- Is it possible to combine Metrics goals, Metrics segments and Audience segments in one audience selection condition?
1. You can only combine the Metrics and Audiences segments.
2. You can only combine goals and Metric segments.
3. You can.
4. You can't
- Is it possible to create an audience selection condition that consists only of “unfulfilled goals” (the “not a single one was fulfilled” block)??
1. Yes, but this condition can only be used to adjust rates.
2. Yes, this condition can be used both for impressions on it and in networks, and for adjusting bids.
3. No, the “none completed” block can only be used in combination with the “at least one completed” or “All completed” blocks.
- You have been contacted by the owner of a restaurant located next to a large office center. “In the office center there is a food court with restaurants, but I want office employees to come to me for lunch. How to attract these people? Leaflets no longer work, and my budgets are small.” What advice would you give to a restaurant?
1. Set up a campaign in Direct for the entire city.
2. Target your advertising campaign using look-alike users similar to restaurant visitors.
3. Add more key phrases with the name of the office center to the campaign. For example: where to eat in Moscow city.
4. Using Yandex.Audience geosegments, target advertising to the location where the office center is located.
- How to understand that a segment in Yandex.Audience is suitable for look-alike targeting?
1. This cannot be understood in advance. You can only experiment and track impression statistics for the look-alike segment.
2. You can’t give a specific recommendation here. Look-alikes need to be created based on groups of people who have something in common and who behave similarly.
3. In segment statistics, you can see the user similarity index. The higher the similarity, the more suitable the segment is for creating a look-alike segment.
- Some online store visitors add items to their cart but do not place an order. What advice can you give to the site owner?
1. Launch an advertising campaign on search.
2. Launch an advertising campaign for this segment of users using the audience selection condition.
3. Check the usability of the site and the ease of placing an order.
4. Make sure that the delivery terms are visible and well described.
- Why is the reach value on the Yandex.Audito page greater than the number of loaded contacts? ?
1. This shouldn't happen. If this happens, it's a bug.
2. One person can use several devices (work and home computers, smartphones, etc.).
3. An ad can be shown to one person several times.
- The advertiser offers products with delivery strictly in a certain area of the city. Delivery to other areas has not yet been established. How to set up advertising most effectively?
1. Target advertising by segment based on the geolocation of users with the conditions “currently located”.
2. Target advertising by segment based on the geolocation of users with the conditions “living”.
3. Target advertising according to the look-alike segment based on the segment with customer data - the system itself will find users who live only in this area.
4. In ad groups, key phrases with the name of the area or streets where services are available.
- The advertiser places a banner on the search. The task is to set up displays of image ads in the networks of those audiences who have seen the banner in search more than three times. What actions need to be taken to achieve this?
1. Collect data about the banner audience using the Yandex.Audience Pixel in the creative.
2. Select ready-made targeting in the image ad campaign settings.
3. Create a condition for selecting an audience based on the Metrics segment “more than 3 advertising visits.”
4. Create an audience segment based on the data collected by Pixel with the appropriate parameters, set up retargeting.
- Using Yandex.Audience, you can target advertising based on user geolocation data. Which of the statements are true?
1. In segments based on geolocation data, you can select people who fall under one of the conditions: “regularly visits”, “lives” or “works”.
2. Using polygons, you can more accurately identify the desired audience for targeting.
3. You can define an area of any shape to the polygon, for example, select the entire territory of the stadium.
4. You can change the shape of the polygon and its location at any time after creating an audience segment.
- The advertiser has its own customer base that is interested in the services and which brings in the main income. The advertiser has expanded production and now wants to attract new loyal customers. How to target advertising correctly to solve this problem?
1. By segment in Yandex.Audience, consisting of existing loyal customers.
2. By DMP segment based on data from external providers.
3. For the look-alike segment in Yandex.Audience based on the segment with data from these clients.
4. By segment based on the Metrics goal “visited contact page.”
- What business problems can be solved using retargeting?
1. Expanding the circle of potential clients similar to existing ones according to some criteria.
2. Increasing the conversion of website visitors into clients by targeting a more interested audience.
3. Remove low-margin goods or services from the market.
4. Increase the frequency of repeat sales.
5.Increasing traffic to off-line points through geo-targeted advertising.
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