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:
- Each ad can be checked for compliance with the recommendations for improving productivity.
- 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»:
| Phrase | Frequency range | Competition |
|---|---|---|
| 1000 yandex direct ads | 40 | 66 |
| 7 secrets of creating effective yandex direct ads | 6 | 74 |
| all yandex direct ads on request | 69 | 69 |
| where are yandex direct ads served? | 11 | 68 |
| yandex direct ad generator | 110 | 88 |
| generating yandex direct ads | 48 | 69 |
| yandex direct ad groups | 247 | 66 |
| yandex direct ad length | 29 | 66 |
| add an ad to yandex direct | 98 | 81 |
| yandex direct ad title | 60 | 66 |
| how to add an image to a yandex direct ad | 17 | 61 |
| how to submit an ad in yandex direct | 119 | 118 |
| how to view competitor ads in yandex direct | 21 | 58 |
| how to properly create an ad in yandex direct | 36 | 58 |
| how to make an ad in yandex direct | 77 | 63 |
| how to create an ad in yandex direct | 122 | 74 |
| how to create an ad in yandex direct | 119 | 57 |
| how to delete an ad in yandex direct | 95 | 44 |
| best yandex direct ads | 43 | 64 |
| ad tags in yandex direct what is it | 58 | 57 |
| yandex direct mobile ads | 79 | 61 |
| setting up yandex direct ads | 48 | 83 |
| the ad contains the yandex direct template | 10 | 59 |
| yandex direct ad price | 78 | 89 |
| ads in yandex direct without a site | 12 | 50 |
| yandex direct ads in English | 13 | 16 |
| ads are not shown in yandex. direct | 123 | 12 |
| yandex. direct ads are rejected | 74 | 12 |
| ads in yandex. direct rules | 55 | 11 |
| yandex direct ads with high ctr | 4 | 15 |
| ads in yandex direct | 3416 | 61 |
| ads on yandex direct | 3416 | 65 |
| yandex direct ads | 3416 | 66 |
| yandex direct ads 10 questions | 1 | 71 |
| yandex direct ads 2013 | 5 | 62 |
| yandex direct ads 2014 | 9 | 67 |
| yandex direct 2014 ads for free | 3 | 75 |
| yandex direct ads 300 | 10 | 69 |
| yandex direct ads 9000 | 1 | 69 |
| yandex direct android ads | 1 | 61 |
| yandex direct ads api | 2 | 71 |
| yandex direct ads ctr | 33 | 69 |
| yandex direct excel ads | 33 | 65 |
| ads yandex direct faq | 1 | 62 |
| yandex direct firefox ads | 1 | 58 |
| ads Yandex direct google | 40 | 69 |
| ads Yandex direct google adsense | 2 | 71 |
| ads Yandex direct, google adwords | 34 | 84 |
| ads Yandex direct google analytics | 1 | 72 |
| ads yandex direct help | 2 | 67 |
| ads yandex direct http yandex | 11 | 68 |
| yandex direct ads pdf | 3 | 61 |
| yandex direct php ads | 15 | 64 |
| yandex direct seo ads | 2 | 98 |
| yandex direct utm ads | 3 | 66 |
| yandex direct ads utm tags | 3 | 68 |
| yandex direct ads xls | 3 | 67 |
| ads yandex direct youtube | 1 | 57 |
| yandex direct ads belarus | 2 | 70 |
| ads Yandex direct Google | 5 | 62 |
| yandex direct and vkontakte ads | 8 | 48 |
| yandex direct ads yekaterinburg | 2 | 74 |
| yandex direct ads if there is no site | 95 | 103 |
| ads Yandex direct or google adsense | 2 | 71 |
| ads Yandex direct or google adwords | 34 | 83 |
| yandex direct ads instructions | 5 | 48 |
| how to set up yandex direct ads | 35 | 81 |
| yandex direct ads how to use | 3 | 59 |
| yandex direct ads how it works | 17 | 59 |
| yandex direct ads keywords | 63 | 79 |
| yandex direct ads easy interface | 1 | 67 |
| ads yandex direct personal account | 7 | 66 |
| yandex direct ads logo | 5 | 72 |
| yandex direct ads on your site | 95 | 101 |
| yandex direct ads training | 2 | 88 |
| ads yandex direct payment | 16 | 69 |
| ads yandex direct reviews | 13 | 74 |
| ads yandex direct word selection | 5 | 71 |
| ads yandex direct help | 22 | 64 |
| ads yandex direct rules | 41 | 66 |
| yandex direct ads example | 58 | 58 |
| yandex direct ads budget calculation | 1 | 70 |
| yandex direct ads guide | 2 | 65 |
| yandex direct ads with an image | 52 | 49 |
| yandex direct ads secrets | 8 | 67 |
| yandex direct ads special placement | 10 | 67 |
| yandex direct ads cost | 38 | 86 |
| yandex direct ads cost per click | 17 | 92 |
| remove yandex direct ads | 95 | 52 |
| yandex direct ukraine ads | 3 | 68 |
| yandex direct ads terms and conditions | 13 | 64 |
| yandex direct ads chips | 2 | 67 |
| ads yandex direct forum | 3 | 41 |
| yandex direct photo ads | 23 | 59 |
| yandex direct ads goals | 6 | 66 |
| yandex direct ads price per click | 12 | 88 |
| yandex direct ads cpc | 12 | 88 |
| yandex direct ads what is ctr | 33 | 61 |
| yandex direct ads templates | 60 | 59 |
| yandex direct school ads | 1 | 64 |
| yandex direct youtube ads | 6 | 54 |
| yandex direct ads I download | 22 | 35 |
| yandex direct ads I download for free | 1 | 62 |
| submit a yandex direct ad | 117 | 118 |
| submit an ad on yandex direct | 119 | 131 |
| submit an ad in yandex direct | 119 | 133 |
| report a yandex direct ad | 35 | 67 |
| correct ads in yandex. direct | 79 | 65 |
| place an ad on yandex direct | 97 | 118 |
| placement of yandex direct ads | 50 | 99 |
| a yandex direct ad | 159 | 96 |
| how many yandex direct ads are there | 142 | 69 |
| creating yandex direct ads | 137 | 88 |
| creating yandex direct ads | 52 | 69 |
| ad text for yandex direct | 97 | 61 |
| yandex direct ad text | 97 | 62 |
| effective yandex direct ads | 32 | 76 |
| yandex direct free ads | 94 | 73 |
| yandex direct all ads | 3416 | 66 |
| yandex direct how to create an ad without a website | 6 | 210 |
| yandex direct how to delete an ad | 95 | 46 |
| yandex direct images in ads | 52 | 48 |
| yandex direct maximum number of ads | 34 | 65 |
| yandex direct ad placemarks | 58 | 66 |
| yandex direct lots of ads | 40 | 65 |
| yandex direct my ads | 3416 | 64 |
| yandex direct competitor ads | 53 | 67 |
| yandex. direct rejects ads | 46 | 63 |
| yandex direct submit an ad for free | 31 | 115 |
| yandex direct phone number in the ad | 67 | 69 |
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:
| Heading | Modifier |
|---|---|
| 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.