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Повысить или понизить ставки рекламного объявления можно с помощью корректировок. Я давно и успешно пользуюсь этим инструментом. Расскажу, как оптимизировать РК с помощью корректировки ставок (далее КС). Время чтения – 3 минуты.
Как работают КС
Вы выбираете аудиторию, на которую должна действовать КС. Если человек, подходит под указанные параметры, Яндекс ставки корректирует. Не подходит – не корректирует. Изменение происходит автоматически. При корректировке вы получаете больше трафика, чем по первичной ставке.
Как делают КС
КС производят по параметрам. Первый — время — задается в блоке с расписанием показов и применяется в зависимости от времени суток. Клиенты спрашивают меня, что делать, если показ нужен только в выходные. Ставьте ставку 10%, в выходные от 100%. Не забывайте: в будние дни нужно показываться не меньше 40 часов.
Следующий параметр – устройство клиента (показы на мобильнике). Полностью отключить их нельзя, но можно задать повышающий и понижающий коэффициенты. Если сайт не адаптирован под телефон, уменьшайте ставки. Для десктопов увеличивайте.
При оптимизации РК вы выбираете аудиторию по полу и возрасту: Яндекс определяет каждого пользователя по возрастным периодам, поэтому есть возможность исключить лишние ЦА полностью. Для работы с этим параметром, я пользуюсь Метрикой: трактовка данных в ней более корректна. Связано с тем, что в Директе существует категория пользователей «Не определен», что вносит сумятицу в КС.
Манипуляции с КС по аудитории ограничиваются вашей фантазий и возможностями Метрики. Один из вариантов: найдите сегмент аудитории с высокой конверсией, сделайте такую же аудиторию в Яндекс.Аудиториях. Увеличьте ставки и ждите, пока Яндекс сочтет пользователя похожим на вашу ЦА. Тогда он увеличит ставку и объявление поднимется выше.
Сделать КС легко, но если не хотите заморачиваться, позвоните или напишите нам – оптимизируем вашу рекламную кампанию.
Выводы
В процессе работы я сделал несколько выводов по корректировке ставок. Надеюсь, они будут полезны:
- Корректируйте ставки постепенно. При первой КС поставьте коэффициент в два раза ниже желаемого (+15% вместо 30). Оценивайте РК в течение месяца: если видите, что ставку нужно поднять, поднимайте пока не получите ожидаемый результат. Если результат больше ожидаемого, снизьте.
- Если захотите исключить какой-то сегмент, смиритесь с тем, что желание не выполнимо. Вы можете только уменьшить количество кликов в ненужном сегменте.
- При несущественной разнице между сегментами результата за счет КС не будет.
- Чтобы вы ни делали, максимальная ставка в Директе – 2500. Больше не спишется.
Остались вопросы? Обращайтесь. Не бойтесь экспериментировать и перераспределять бюджет между сегментами. Удачи!
