"Yandex Direct": self-tuning, step-by-step instruction

Yandex Direct is a very powerful tool forpromotion of your resource through contextual advertising. According to statistics, Yandex is one of the most popular search engines in the Russian segment of the Internet. So it is not surprising that many people are interested in setting up Yandex Yandex Direct on their own.

Yandex Direct do-it-yourself setup

Features "Yandex Direct":

  • You can set up "Direct" in the country or even a specific city where a potential client lives;

  • selection of search queries and their setting, which will be issued by a particular ad;

  • the ability to customize "Direct" so as to independently manage advertising in the results of search results;

  • drawing up the text of the advertisement directly by the customer;

  • but the most important thing is that the correct setting of Yandex Direct allows you to reliably evaluate the nature of search queries, their frequency, wording, and even a lot of very different parameters.

How to configure "Yandex Direct"

And here before the owner of any resource there are two ways to choose:

  1. Seek help from relevant companies,which are engaged in integrated promotion of sites not only in RuNet, but also in the Global Network in general. In this case, professionals will take care of everything. However, it is possible that some features of the business in the enterprise that may ultimately affect the efficiency of requests are not available to them. In addition, the services of such companies, of course, are not free.

  2. Разобраться самому в "Яндекс Директ".Do-it-yourself customization provides several benefits. Firstly, an advertiser can flexibly manage the delivery of contextual advertising himself - after all, who, if not the owner of the resource, is aware of all the affairs in the enterprise. Secondly, you can significantly save on the services of third-party specialists.

setting Yandex direct by yourself

The obvious disadvantage of this approach is that in Yandex Direct, setting up with your own hands requires certain knowledge and skills, prior training.

What to look for before organizing an advertising campaign

Any advertising must sell - this is natural.And at the same time the cost of it should more than overlap the income. And so that this is exactly what happened, you need before you start an advertising campaign in Yandex Direct, answer the following questions:

  • how much you can spend on advertising;

  • whether geolocation targeting will be applied;

  • what is the target audience;

  • You also need to define the semantic core of the company - that is, the search queries for which it will work.


In different cases, it makes sense to refer tohigh-frequency and medium-and low-frequency queries. In order to understand which queries are most needed, you need to run the Word Matching tool and type in the word you’re looking for in the text field.

correct setting yandex direct

As a result, the statistics of search queries per month with this phrase will appear. Based on these results, you need to make a semantic core.

Budget Campaign Evaluation

Setting "Yandex Direct" by yourselfalso involves a preliminary estimate of the cost of an advertising campaign. For this, Yandex has a budget assessment tool. You must specify the region where the contextual advertising will be broadcast, and enter the expected keys in the left part of the field. After that, the proposed phrases will appear on the right, which can either be included in the list of requests in the left field, or not included.

set direct

It remains only to click on the button "Calculate" - and the service will give the estimated amount of the cost of contextual advertising.

Когда же была определена аудитория, составлено semantic core, you can proceed directly to specific steps to create a campaign and configure. Below is a step-by-step setting of "Yandex Direct".

Account creation

First of all, you need to create a new user.To do this, you will need to specify the region of residence and select one of the items: Easy level or Professional. Since doing it yourself is pretty tricky in Yandex Direct, you can get bogged down with these intricacies and not see the main thing behind them. It is better to first select the item "Light".

After that you need to click on the button “Start using the service”.

Creating a campaign

Next, you will need to create a new campaign.On the page you will need to specify the campaign name itself, your name, the beginning of the campaign and the end date, set up time targeting (hourly time the ad is shown), regional targeting, etc.

This is where the promotion strategy is chosen.If you intend to conduct an aggressive, but costly campaign, then you can mark the item “The highest available position”. In other cases, it is recommended “Display in the block at the lowest price” - in special placement or in a guaranteed display.

setting Yandex direct instruction

It is recommended to characterize also promoted service or goods.

Setting on thematic sites (YAN). If it will be shown only by searching "Yandex", but this parameter can be disabled by setting the parameter to 0%.

You will need to check the boxes on the items “External statistics”, “Website monitoring”.

You will also need to specify an email address, contact phone number, set up notifications by SMS or by mail.


You will need to configure the following items:

  • ad title is the text of the heading that will be visible to Yandex users;

  • ad text - in fact, the very text from which the user finds out what the ad is about, what the company offers, etc .;

  • link to the site where the ad will be moved;

  • in the fields “Campaign source” and “Campaign channel” indicate: “yandex” and “CPC”, respectively.

Now you need to click on the blue "Send" button.

You can also fill in Quick Links, which will lead a potential client to other important pages on the site.

Setting keywords

The setting of "Yandex Direct" continues.The instruction instructs to enter into the left text field the set of key phrases that are included in the semantic core of the campaign according to the assumed frequency of requests, etc.

step-by-step setting of Yandex Direct

To make the announcement in the previous paragraphwas shown according to the selected queries, these keywords should be enclosed in quotes. In the right field, the results of the queries will be displayed as they will appear directly in the Yandex search system.

At this stage, you can also set up subtargeting and negative keywords — that is, those phrases or words that the user will ignore during the campaign.

Bid selection per click

Here, for each key request will be shownprices for each user transition - depending on where the show will be carried out: in a special offer or in the field of guaranteed display.

You can specify your own maximum price - thenThere is a set bet. Subsequently, it will be possible to change the rate per click. The cost of one transition must be coordinated with how much the resource owner can afford to spend on an advertising campaign.

Click on the "Next" button.

Sending announcement

On this page, you can either add more requests, or send an ad for moderation in Yandex. This is done by pressing the corresponding screen buttons.

Через некоторое время на указанный при registration email address will receive a letter with the results of "Yandex": ad allowed to show or not. The reasons for the refusal, however, are not explained, and does not give any recommendations on how to change the “Yandex” ad in case of refusal.

setting yandex direct google adwords

It is worth noting that enough basic knowledgeto understand how to configure "Yandex Direct". Google Adwords (a contextual advertising tool from Google) operates according to similar principles. However, there are some differences in terms of interaction with the account and other minor differences in settings.

As you can see, in the "Yandex Direct" setting your own hands is quite possible, and even a novice will master the basic capabilities for opening their advertising campaign.