Benchmarking can help you create effective ads in Yandex.Direct.

Benchmarking is the process of identifying, understanding, and adapting existing examples of a competitor’s effective performance in order to improve their own performance. It equally involves two processes: evaluation and comparison. Benchmarking can be considered as one of the areas of strategically oriented marketing research.

How does this work in Yandex.Direct?

If you have read the reference information, you know about such parameters as “productivity” and “quality factor“. If you simplify it, then productivity evaluates the theoretical efficiency of the phrase, and the quality factor — the practical one. Yandex.Direct also has a function for testing ads in groups.

Conclusions from this can be drawn as follows:

  1. Each ad can be checked for compliance with the recommendations for improving productivity.
  2. It can be assumed that the part of advertisers that uses the functionality of ad groups already shows winning options in the search.

In other words, if we collect competitor ads for a specific query, we will get both untested and obviously winning options. All we have to do is check them for compliance with Yandex’s recommendations and sort out the garbage. Based on what remains, you can already create your own ad variants.

Practical example

To begin with, let’s take the segment of the semantic core that interests us, and select from it all queries with a frequency higher than zero.

Here is a sample of 130 phrases containing occurrences of the words “ad” and “yandex direct”:

PhraseFrequency rangeCompetition
1000 yandex direct ads4066
7 secrets of creating effective yandex direct ads674
all yandex direct ads on request6969
where are yandex direct ads served?1168
yandex direct ad generator11088
generating yandex direct ads4869
yandex direct ad groups24766
yandex direct ad length2966
add an ad to yandex direct9881
yandex direct ad title6066
how to add an image to a yandex direct ad1761
how to submit an ad in yandex direct119118
how to view competitor ads in yandex direct2158
how to properly create an ad in yandex direct3658
how to make an ad in yandex direct7763
how to create an ad in yandex direct12274
how to create an ad in yandex direct11957
how to delete an ad in yandex direct9544
best yandex direct ads4364
ad tags in yandex direct what is it5857
yandex direct mobile ads7961
setting up yandex direct ads4883
the ad contains the yandex direct template1059
yandex direct ad price7889
ads in yandex direct without a site1250
yandex direct ads in English1316
ads are not shown in yandex. direct12312
yandex. direct ads are rejected7412
ads in yandex. direct rules5511
yandex direct ads with high ctr415
ads in yandex direct341661
ads on yandex direct341665
yandex direct ads341666
yandex direct ads 10 questions171
yandex direct ads 2013562
yandex direct ads 2014967
yandex direct 2014 ads for free375
yandex direct ads 3001069
yandex direct ads 9000169
yandex direct android ads161
yandex direct ads api271
yandex direct ads ctr3369
yandex direct excel ads3365
ads yandex direct faq162
yandex direct firefox ads158
ads Yandex direct google4069
ads Yandex direct google adsense271
ads Yandex direct, google adwords3484
ads Yandex direct google analytics172
ads yandex direct help267
ads yandex direct http yandex1168
yandex direct ads pdf361
yandex direct php ads1564
yandex direct seo ads298
yandex direct utm ads366
yandex direct ads utm tags368
yandex direct ads xls367
ads yandex direct youtube157
yandex direct ads belarus270
ads Yandex direct Google562
yandex direct and vkontakte ads848
yandex direct ads yekaterinburg274
yandex direct ads if there is no site95103
ads Yandex direct or google adsense271
ads Yandex direct or google adwords3483
yandex direct ads instructions548
how to set up yandex direct ads3581
yandex direct ads how to use359
yandex direct ads how it works1759
yandex direct ads keywords6379
yandex direct ads easy interface167
ads yandex direct personal account766
yandex direct ads logo572
yandex direct ads on your site95101
yandex direct ads training288
ads yandex direct payment1669
ads yandex direct reviews1374
ads yandex direct word selection571
ads yandex direct help2264
ads yandex direct rules4166
yandex direct ads example5858
yandex direct ads budget calculation170
yandex direct ads guide265
yandex direct ads with an image5249
yandex direct ads secrets867
yandex direct ads special placement1067
yandex direct ads cost3886
yandex direct ads cost per click1792
remove yandex direct ads9552
yandex direct ukraine ads368
yandex direct ads terms and conditions1364
yandex direct ads chips267
ads yandex direct forum341
yandex direct photo ads2359
yandex direct ads goals666
yandex direct ads price per click1288
yandex direct ads cpc1288
yandex direct ads what is ctr3361
yandex direct ads templates6059
yandex direct school ads164
yandex direct youtube ads654
yandex direct ads I download2235
yandex direct ads I download for free162
submit a yandex direct ad117118
submit an ad on yandex direct119131
submit an ad in yandex direct119133
report a yandex direct ad3567
correct ads in yandex. direct7965
place an ad on yandex direct97118
placement of yandex direct ads5099
a yandex direct ad15996
how many yandex direct ads are there14269
creating yandex direct ads13788
creating yandex direct ads5269
ad text for yandex direct9761
yandex direct ad text9762
effective yandex direct ads3276
yandex direct free ads9473
yandex direct all ads341666
yandex direct how to create an ad without a website6210
yandex direct how to delete an ad9546
yandex direct images in ads5248
yandex direct maximum number of ads3465
yandex direct ad placemarks5866
yandex direct lots of ads4065
yandex direct my ads341664
yandex direct competitor ads5367
yandex. direct rejects ads4663
yandex direct submit an ad for free31115
yandex direct phone number in the ad6769

The “Frequency” column shows the number of impressions per month with a wide correspondence, and the “Competition” column shows the number of ads (advertisers) at the time of analysis.

You can view competitor ads in Yandex. Direct on this page — https://direct.yandex.ru/registered/main.pl?cmd=showCompetitors&phrase=ключевая%20фраза

For further work, we add up the received ads, for example, in Excel. Format — two columns, the first one contains the ad title, and the second one contains text. It turned out to be about 9,000 ads. We remove duplicates, and there are significantly fewer unique pairs left — about 1000. Now our task is to select the most “productive” ones.

Productivity is determined to a greater extent by the title and to a lesser extent by the text. The roots of this automatic assessment, apparently, lie in a study by Zakhar Plyushch published by Yandex in 2005 — https://blog.yandex.ru/post/10118/.

So, for soft filtering, we need ads that have:

  • at least one of the query words is found in the text — +10% of the CTR
  • at least one of the query words is found in the header — +15-17% of the CTR

If we want (and can) make the conditions more stringent (that is, if the amount of data allows it) then from the received ads, you should also select those with the title starting with the word contained in the request — this will give +25% to the CTR.

However, since we are conducting research and are not just going to “copy” our competitors ‘ ads — we can easily analyze the headlines and texts separately. Also, since we are benchmarking an entire “segment” rather than a single query, we will make the requirements more stringent and select ads that contain only both the source words “ad” and “direct”.

As a result, we will get 51 texts, each of which should presumably increase the CTR by 10%:

Ad texts
1000 ads for Yandex. Direct! Get a super table for 450r!
1000 ads for Yandex. Direct! Take the generator table for 450 rubles!
1000 ads for Yandex Direct! Get a super table for 450r!
Google ads. Google adwords or Yandex direct. Expensive. Heuristics. Click here
SpyWords — a service for analyzing keywords and competitor ads in Yandex. Direct!
Free webinar on setting up effective ads in Yandex Direct
Video tutorials will teach you all the rules for creating ads in Yandex. Direct!
The Yandex Direct 1000 ad generator. Take the generator table for 450 rubles!
Yandex. Direct ad generator. Take the generator table for 450 rubles!
How to write ads in Yandex. Direct. How many ads should there be?
How to offer your ad in Yandex Direct! Come and see!
How to create an ad in Yandex. Direct. Get a super table for 450r!
Best ads in yandex. Direct. Profitably. Zexler. Yandex. Direct. Leave a request
Best ads in yandex. Direct. Expensive. Heuristics. Yandex. Direct. Earn money
Maximum number of Yandex. Direct ads. Take the table for 450r!
Ads, 7 secrets for Yandex.Yandex. Direct
Ads in Yandex. Direct from 4980 rubles in 2 days. Conducting as a gift!
Ads in Yandex. Direct. CTR up to 16.8%. Guarantee. More detailed…
Yandex. Direct ads. Dynamic yandex. direct ads. Expensive. Heuristics. Call
Yandex. Direct ads. Set up a yandex. direct ad. Profitably. Zexler. Call
Ads for Yandex. Direct? Sign up and download 122 pages of instructions!
Yandex. direct ads. Expensive. Heuristics. Yandex. Direct. Leave a request
Yandex. direct ads. Available. Zexler. Yandex. Direct. Leave a request
Yandex ads. Yandex banner ads. Heuristics. Yandex. Direct. Click here!
Do you write ads in Yandex. Direct? Sign up and download 122 pages of instructions!
Submit an ad to Yandex. Direct. CTR up to 16.8%. Guarantee. More detailed…
Submit an ad in Yandex. Direct Attention! Setting up 4000r until August 10!
Submit an ad in Yandex. Direct. A completely new method in 2015. CTR 16%.
Submit an ad on yandex. Expensive. Heuristics. Yandex. Direct. Earn money
Submit a Yandex Direct ad starting from 4980 rubles in 2 days. Conducting as a gift!
Submission of ads to Yandex. Direct. A completely new method in 2015. CTR 16%.
Correct ad in Yandex. Direct. Get a super table for 450r!
Software package! Ad generation and bid management in Yandex. Direct!
Place an ad in yandex. direct. Profitably. Zexler. Yandex direct. Click
Place an ad in yandex. direct. Heuristics. Yandex. Direct. Fly in!
Advertising in Yandex. Direct. Selection of keywords. Creating ads. From 3000 rubles.
Secrets of 1000 Yandex. Direct ads. Get a super table for 450r!
Yandex. Direct ad secrets? Register and download 122 pages of instructions
Let’s create Yandex. Direct ads. CTR up to 16.8%. Guarantee. More detailed…
Creating ads in yandex. direct. Heuristics. Yandex. Direct. Fly in
Creating yandex. direct ads. Profitably. Zexler. Yandex. Direct. Order now
Creating yandex. direct ads. Profitably. Heuristics. Yandex. Direct. Fly in
Find out the price of ads in Yandex. Direct. A completely new method in 2015. CTR 16%.
Ad price in Yandex. Direct, an automated service! Register now
Ad price in yandex. direct. Expensive. Heuristics. Yandex. Direct. Order now
Ad price in yandex. direct. Contextual advertising. Great prices. Order it
Effective yandex. direct ad. Profitably. Zexler. Yandex. Direct. Order now
Effective yandex. direct ad. Expensive. Heuristics. Catchy ads. Order it
Effective ad management in Yandex.Yandex. Direct. Test it for free!
Yandex. Direct turnkey! We will select keywords and write ads.
Yandex direct submit an ad. Profitably. Zexler. Yandex. Direct. Order now

And 58 headlines with various options for increasing clickability:

HeadingModifier
1000 ads in yandex direct!+ 15-17% to CTR
1000 ads for Yandex. Direct!+ 15-17% to CTR
1000 ads for Yandex. Direct! Click here!+ 15-17% to CTR
Webinar on ads in Yandex. Direct+ 15-17% to CTR
Ad generator in Yandex. Direct!+ 15-17% to CTR
Yandex. Direct Ad Generator!+ 15-17% to CTR
Ad generator for Yandex. Direct!+ 15-17% to CTR
Ad generator for Yandex. Music.Yandex. Direct+ 15-17% to CTR
Generating Yandex. Direct ads!+ 15-17% to CTR
Place ads in Yandex.Yandex. Direct?+ 15-17% to CTR
Yandex. Direct-an ad!+ 25% to CTR
How to create an ad in Yandex. Direct+ 15-17% to CTR
Best ads in yandex. Direct. Click here!+ 15-17% to CTR
Ad tags in yandex. direct!+ 15-17% to CTR
Lots of ads for Yandex. Direct!+ 15-17% to CTR
Yandex Direct Ad Setup!+ 15-17% to CTR
Configuring Ads in Yandex. Direct+ 15-17% to CTR
Setting up ads in Yandex. Direct!+ 15-17% to CTR
Configuring ads in Yandex. Direct+ 15-17% to CTR
Configuring yandex. Direct ads+ 15-17% to CTR
An ad in Yandex. Direct!+ 25% to CTR
Ads in Yandex Direct are here!+ 25% to CTR
Ads in Yandex direct!+ 25% to CTR
Ads in Yandex. Direct.+ 25% to CTR
Ads in Yandex.Yandex. Direct+ 25% to CTR
Ads in Yandex.In Yandex. Direct+ 25% to CTR
Yandex. Direct ads. Leave a request!+ 25% to CTR
Yandex Direct ads starting from 4000 rubles+ 25% to CTR
Yandex direct ads!+ 25% to CTR
Yandex. direct ads. Call us+ 25% to CTR
Yandex. direct ads. Fly in+ 25% to CTR
Submit an ad to Yandex. Direct.+ 15-17% to CTR
Submit an ad in Yandex Direct+ 15-17% to CTR
Submit an ad in Yandex Direct!+ 15-17% to CTR
Submitting ads to Yandex. Direct+ 15-17% to CTR
Examples of Yandex Direct ads+ 15-17% to CTR
Place your ad in Yandex. Direct!+ 15-17% to CTR
Place an ad in Yandex. Direct?+ 15-17% to CTR
Placement of Yandex. Direct ads!+ 15-17% to CTR
Secrets of Yandex. Direct ads!+ 15-17% to CTR
Yandex Direct Ad Secrets+ 15-17% to CTR
Creating ads in Yandex. Direct!+ 15-17% to CTR
Creating ads in Yandex. Direct+ 15-17% to CTR
Creating ads in yandex. Direct!+ 15-17% to CTR
Create an ad in Yandex. Direct?+ 15-17% to CTR
Creating ads in yandex. Direct!+ 15-17% to CTR
Creating ads in Yandex. Direct?+ 15-17% to CTR
Creating yandex. direct ads+ 15-17% to CTR
Text for 1000 Yandex. Direct ads!+ 15-17% to CTR
Yandex Direct ad text!+ 15-17% to CTR
Find out the price of ads in Yandex. Direct+ 15-17% to CTR
Ad price in yandex direct+ 15-17% to CTR
Ad price in yandex direct!+ 15-17% to CTR
Ad price in Yandex. Direct?+ 15-17% to CTR
Effective yandex. direct ad+ 15-17% to CTR
Yandex. Direct-an ad!+ 15-17% to CTR
Yandex Direct — submit an ad!+ 15-17% to CTR
Yandex direct submit an ad+ 15-17% to CTR

The results obtained should be studied and taken as a sample.

Based on the data obtained, write the desired number of your own headings and texts and test them in various combinations.