We adjust rates (if necessary)

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The bid adjustment function allows you to increase or decrease bids for impressions on users' mobile devices, based on the specifics of the advertising project and the preferences of the target audience.

Let's say you're promoting an emergency bicycle repair service. In this case, increasing rates for mobile is entirely justified, because after a puncture, a cyclist will start looking for bank email list a repair shop in the area directly from their smartphone.

You can adjust your bids by age and gender, but you need to understand the specifics of your advertising campaign. If your products are intended exclusively for women, it makes sense to lower the bid for ads shown to a male audience.

The option to stop showing ads if the site is unavailable is very useful. You can set up SMS notifications.

Setting up negative keywords
The Phrase Optimization section allows you to add general negative keywords for your campaign.

When a user uses certain words or their combinations (minus phrases), the ad is not displayed by the system in search results. This helps reduce advertising costs. So, for a pizzeria that does not have vegetarian pizza on its menu, it is enough to enter these words in the settings.

We recommend that you adhere to the following rules when working with negative phrases:

Include in this list words that are frowned upon in your industry. For example, for insurance companies, these might be expressions such as "cheats," "takes a long time to consider cases."

Don't allow those who don't like to pay to view your ads. If you sell antivirus software, you should add the words "free", "hacked", "with key" to the list of negative phrases.

Filter out informational queries. Your goal is to promote your product, so add negative words such as “what’s better,” “how to choose,” “review,” and the like.

To increase sales, it is better to attract users who enter queries like "buy iPhone X" to the product page. Those who are interested in what is better, iPhone X or Nokia 1100, should be sent to the information section of your resource.

Create a virtual business card
The tenth step of setting up a campaign in Yandex.Direct is filling out a virtual business card.

Fill it with all the required information. This is necessary to achieve visual expansion of the ad. When the business card is filled in, it will look like this:

If you ignore the step of filling out the business card, the ad looks like this:

Hence the advice – do not skip this step. A filled-out business card is a guarantee of high click-through rate of the ad.