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You have chosen the “Manual bid management” strategy and configured impressions only in networks. What impression management options are available to you?

Setting a Weekly Budget

Selecting display sites

Setting a daily budget

What indicators can be optimized using automatic Direct strategies?

Place where ads are displayed

Number or cost of clicks

Return on Investment

Average price of the target action

Which of the following strategies can be recommended to reduce the cost of conversion while maintaining the same budget?

“Average cost of conversions” or “Weekly budget: maximum conversions” - the second strategy will target the most converting impressions

If you select the Weekly Budget strategy and do not set a maximum cost per click limit, what is your maximum cost per click?

It will not exceed 10% of the weekly budget and 50 USD. e.

It will be equal to the amount of the established weekly budget.

It will not exceed 10% of the weekly budget and 450 rubles.

The auto repair shop advertises a routine maintenance service. The workshop can service no more than 50 cars per week, advertising budget limited. What strategy is suitable in this case?

Weekly package of clicks.

Average conversion cost.

Manual bid control.

Average return on investment.

Average conversion cost.

Select tasks that can be solved using automatic strategies in Direct.

Maintain the average ROI coefficient equal to 2.

Receive conversions according to a given average price.

Always show ads only in the selected location in the ad unit.

Show the ad only during peak shopping hours.

Spend no more than a certain budget.

The campaign has a sufficient number of clicks over the last 28 days, which is calculated using a special formula

What conditions must be met in order to select the Weekly Budget: Maximum Conversion strategy?

The campaign has exceeded the threshold for the number of targeted visits over the last 28 days.

In the campaign parameters, link marking is enabled or the counter number is specified.

The campaign has had at least one targeted visit and has exceeded the threshold for the number of targeted visits and clicks over the past 28 days.

A Metrics counter is installed on the site and at least one non-composite goal is set.

The advertiser plans to expand his business, so he wants to attract the maximum audience to the site. Which automatic strategy solves this problem?

Average conversion cost.

Weekly budget: maximum clicks.

Weekly package of clicks.

Over what period will the system try to spend a given amount if you select the “Weekly budget” strategy?

For a week from Monday to Sunday.

In the last 7 days.

Within 7 working days.

Large online store household appliances is planning a sale of heaters. It is important for the store to maintain a certain percentage of return on investment. Which automatic strategy is suitable in this case?

Average conversion cost.

Weekly budget.

Average cost per click.

The key task of the advertiser is to increase the benefits from investments in online advertising or maintain it at a certain level. What strategy can be recommended to an advertiser?

If he already has accumulated statistics, the “Weekly Pack of Clicks” will do. You need to slightly increase the number of clicks in the strategy settings.

“Weekly budget: maximum conversions” - the more conversions to orders, the higher the profitability.

A strategy with manual bid control and set click prices at the level of the first special placement. The more traffic, the higher the profitability

Average return on investment.

In what case does Direct optimize the cost of a click, conversion or other indicators, without going beyond the restrictions set by the advertiser?

When choosing any automatic strategy.

When shown on networks. The chosen strategy or other settings do not matter.

When choosing a strategy with manual bet management.

When you select the Weekly Budget strategy on the campaign page, you can set the priority of keywords (high, medium, low). What does this mean?

Low priority phrases will only appear on the All Ads page.

Phrases with high priority will be placed in special placements, with low ones - in dynamic displays.

Higher priority phrases will be promoted to best positions. If there is not enough budget, such phrases are the last to be disabled.

The campaign selected the “Weekly Budget: Maximum Conversion” strategy. The advertiser raised the prices per click, leaving the budget unchanged. There were more conversions, and their average price decreased. Why?

This is a fictitious situation, it doesn’t happen. Conversions should become more expensive as bids are priced higher.

The advertiser delivers drinking water to apartments, houses and offices in Moscow. Target advertising campaign on the search - to increase the number of orders for water delivery to apartments and houses. Select the most suitable queries.

drinking water + to home, water delivery in Moscow, drinking water delivery

order water to the office, deliver water to the office, buy a cooler for the office

water for the house, water for the house, water for the dacha

water delivery, drinking water, water cooler

Key phrase: electric boiler for heating. For which search query will your ad not be shown?

buy an electric boiler for heating

Key phrase: [towel dispenser]. The square brackets operator is used. For which search query will your ad not be shown?

wall mounted towel dispenser

paper towel dispenser

order towel dispenser

buy a towel dispenser

The ad group uses key phrases: buy a husky puppy, husky puppies, husky puppies in Moscow. Advertisement title: #Husky puppies# in Moscow. How will the phrases be inserted into the title?

buy a husky puppy in Moscow, husky puppies in Moscow in Moscow

A user is looking for flights from Oslo to Chicago. Select the option of using operators that will allow the advertiser to correctly take into account the direction of the flight

Tickets [Oslo-Chicago]

Key phrase: buy an apartment + in Moscow. The plus operator is used. What search queries will be shown for?

buy a small apartment in Moscow

loan for an apartment Moscow

buy an apartment in Moscow

Moscow buy an apartment + on credit

Moscow buy an apartment

buy a two-room apartment in Moscow

Key phrase: last minute [tours to Egypt]. The square brackets operator is used. What search queries will be shown for?

last minute tour to Egypt

last minute tours Egypt

hot tours to Egypt

Egypt last minute tours

burning tour to egypt

buy a stroller in Moscow

buy a stroller online

buy a stroller in Moscow

where to buy a stroller

Key phrase: buy a stroller. For what search query will there be no impressions?

buying a stroller

buy a stroller online

buy a stroller in Moscow

where to buy a stroller

The goal of the online campaign is to increase the number of installations of a mobile application for reading books with a built-in library. Select the most relevant queries.

download ereader, application for books, ereader for android

fiction, Tolstoy's novels, The Idiot summary

fb2 books, pdf books, mobi books

Request: everything for artists. Select options for using operators in which search system will take into account all words in the request.

Everything for artists

everything + for artists

"everything for artists"

+all +for artists

Default phrase - appointment at the dentist's office .

The ad group uses key phrases: Buy a smartphone up to 20,000, Buy inexpensive smartphone, Inexpensive smartphones. Ad title: #Smartphones from RUB 10,000#. How will the phrases be inserted into the title?

For all phrases, the title will look like Smartphones from 10,000 rubles.

buy a smartphone under 20,000, buy an inexpensive smartphone, inexpensive smartphones

Buy a smartphone under 20,000, Buy an inexpensive smartphone, Cheap smartphones

Key phrase: holiday + on Baikal. The plus operator is used. Which of these search terms will not show your ad?

inexpensive holiday Baikal

holiday on Lake Baikal inexpensively

family holiday on Lake Baikal inexpensively

holiday on Baikal 2017

Search term: how to grind coffee. Select a combination of operators that will allow you to take into account all word forms in the query.

how to grind coffee

How to grind coffee

"how to grind coffee"

+how to grind coffee

Key phrase: inexpensive vacation. Which of these search terms will your ad show for? The display condition is a phrase.

cheap holiday

inexpensive tours

vacation inexpensive

relax inexpensively

In what parts of the ad can the template be used?

Text.

Title.

The user is looking for a bus from Moscow to Riga. Select an option for using operators that will allow the advertiser to correctly take into account the direction of the bus.

"Bus Moscow-Riga"

Bus [Moscow-Riga]

Bus + from Moscow + to Riga

Bus! from Moscow! to Riga

Key phrase: !sell a smartphone. Operator used Exclamation point. What search queries will be shown for?

Moscow sell smartphone

selling smartphone

selling a smartphone in Moscow

I want to sell a smartphone in Moscow

where to sell a smartphone in Moscow

Request: used car. Choose the correct use of operators so that the search engine will take into account all the words in the query.

used car

used car

car + used

used car

Key phrase: buy a house inexpensively. What user queries will trigger the ad?

buy an inexpensive house

where to buy a house inexpensively

buy a house! inexpensive

inexpensive house

The ad group uses key phrases: buy a women's bag, buy a leather bag, buy a summer bag. Ad title: #Buy a women's bag#. How will the phrases be inserted into the title?

For all phrases, the headline will look like Buy a women's bag

buy a women's bag, buy a leather bag, Buy a summer bag

buy a women's bag, buy a leather bag, buy a summer bag

Buy a women's bag, Buy a leather bag, Buy a summer bag

The ad title uses the following template: #Registration at the dentist's office#. Key phrases of the group: Sign up for a dentist's office, Dentist's office, Find a dentist's office. The ad was displayed using an additional relevant phrase: dental office. What will the user see in the title?

An additional relevant phrase is dental office. They are also substituted into templates.

The shortest key phrase is dentist's office.

The default phrase is appointment at the dentist's office.

Key phrase: discount coupon. Negative phrase: "discount coupon". The negative phrase uses the quote operator. What search query will not show any impressions?

Discount coupon

Coupon discount

Discount coupons Moscow

Discount restaurant coupon

Search query: how to pass MOT. Select a combination of operators that will allow you to take into account all word forms in the query.

Search query: how to pass MOT. What combination of operators will fix the form of each word?

+how!to pass +then

How to get through +to

how to get through +to

Key phrase: buy a car + in the bottom. The plus operator is used. For what search queries will there be no impressions?

buy a car Nizhny Novgorod

buy a car on credit Nizhny

buy a car in Nizhny Tagil

Key phrase: "Moscow-Chelyabinsk tickets." The quote operator was used. What search query will the ad be shown for?

tickets Chelyabinsk Moscow

buy tickets Moscow Chelyabinsk

tickets Moscow Chelyabinsk find

Key phrase: concert tickets. For which search query will your ad not be shown?

buy concert tickets

concerts in Moscow

concert tickets price

Key phrase: how to grind pepper. Operators are not used. What search queries will the ad be shown for?

red pepper

harm from ground pepper

ground pepper

how to grind pepper

ground pepper

The advertiser is engaged in corporate catering and baking. The goal of the advertising campaign in networks is to increase the number of corporate orders for baked goods. Select the most relevant queries.

gifts with logo, corporate gifts, cookies with logo, gifts with logo

cupcakes, pastries, eclairs

sweets recipe, baking recipe, how to make cheesecake

Alyonka, Red October, Babaevsky

Advertiser - art school. The purpose of the search advertising campaign is to attract new students to watercolor courses. Select the most relevant queries.

landscapes in watercolors, portraits in watercolors, drawings in watercolors

buy watercolors, buy watercolor paints, art watercolors Leningrad

watercolor lessons, watercolor master class, registration for watercolor courses

learn to draw, learn sketching, art school

On the bidding page next to keywords one number of clicks, and in the “By Key Phrases” report - another. Why do the numbers differ?

The bidding page displays only clicks from the main Yandex search for the last 28 days of ad impressions, and reports show all clicks

Where can I see in statistics how many clicks there were on a virtual business card?

In the Report Wizard for a single campaign or for all campaigns

In the Report Wizard for a separate campaign

Only in Yandex.Metrica

What impressions and clicks are shown on the bidding page?

From all sites over the last 28 days.

From the main Yandex search for the last 28 days of operation of the phrase.

From all platforms throughout the campaign.

How to determine the type of conditions for displaying an ad?

Build a “Statistics by day” report.

Make a cut according to the display conditions in the “Report Wizard”.

Order a special report through “Order reports”.

Build a “Search queries” report.

Which of the following actions can lead to an increase in the CTR of a phrase?

Removing target queries from the list of negative keywords.

Adding negative keywords to a phrase.

Adding a key phrase to the ad text using a template.

Replacing the landing page with one that is more relevant to the ad group.

Clarification of the phrase by operators.

What CTR do we see on the bidding page?

CTR phrases in guaranteed impressions.

CTR phrases in special placements.

Generalized CTR in special placements and guaranteed impressions.

The order form on the website has been simplified. What indicators might this affect?

Target price.

Percentage of conversions by goal.

The number of ad impressions in Direct.

CTR of key phrases in Direct.

In the search campaign you found a large number of non-targeted requests. There are a lot of clicks on them, but there are no conversions on the site. How to find and cancel such requests in Direct statistics?

From the “Phrases by day” report, copy all non-converting phrases and add them to negative phrases for a campaign or group.

You can directly select and uncheck all unnecessary ones in the “Search queries” report.

You can find non-target queries in the Report Wizard, copy them and add them to negative phrases for the entire campaign.

What is indicated in the “Conversions” column in Direct statistics?

Number of goal achievements in Metrica.

The number of users who achieved the goal in Metrica.

The ratio of the number of clicks to the amount of cost per click.

The number of visits in Metrica during which the goal was achieved.

Maria wants to redistribute the campaign budget to the most effective display regions and devices. But first she needs to figure out which devices and regions consistently show good result. How to quickly get this data?

Study the already accumulated statistics using slices in the Report Wizard.

Create and launch several campaigns one by one for different devices and different regions.

Divide ad groups into different devices and regions to collect statistics.

The number of impressions for the phrase has increased. CTR phrases, conversion rate (CR) and cost per click (CPC) remained unchanged. How will the target price change?

Will not change.

Will rise.

Will go down.

The account has several campaigns. Of these, three work for the same region, but with different products. You need to build a report only for these campaigns. What are the ways to do this?

No way. You can view statistics for just one campaign, or for all campaigns at once. It is not possible to generate a report for some campaigns.

Order a report on the “Order reports” page.

On the “My Campaigns” page, check the required boxes and click the “Show Statistics” button.

There is a special section - “Statistics for all campaigns”. There, in the Report Wizard, you can select the desired campaigns from the list and build a report on them.

Metrica reports show that the campaign had many conversions from Direct for the same search query. How to find out what keyword the impressions were for?

Using the “Phrases by day” report.

Using the Search Queries report.

Using the “Order Reports” tool.

Using the Report Wizard.

The system selected an additional phrase (apartment humidifier) with a higher CTR and conversion rate than the original phrase (home humidifier). What can you do with an additional phrase to increase the effectiveness of your advertising campaign?

Replace the original phrase with a more effective additional one.

Add it to key phrases and ad text to increase CTR.

You don’t have to do anything - the system itself will increase the number of impressions for a more effective phrase.

How can adding negative keywords to a keyword affect the performance of an advertising campaign?

Increases CTR

Will reduce the cost of achieving the goal.

Will increase the number of impressions due to more accurate queries.

Reduces audience reach on networks.

One of the key phrases shows a significantly lower percentage of conversions for the Purchasing goal than the others. How to reduce the cost of conversions from this phrase?

Replace landing page ads to a more relevant one.

Set a higher bid for the phrase to get more traffic.

Clarify the phrase with negative keywords and reduce the number of non-targeted impressions.

Make the ad more detailed so that it attracts only interested users.

How is the CTR forecast calculated in Direct?

Calculated once a week for each active ad.

It is calculated separately for each ad impression, taking into account the interests of a particular user.

It is calculated for the campaign as a whole, taking into account the history of impressions and “domain karma”.

What does audience reach in networks mean?

The exact value of impressions based on accumulated statistics

Forecasting the likelihood of an ad being clicked

Forecasting the likelihood of an ad being shown

Throughout the online store campaign, high minimum price, acting on search. What can I do to reduce it?

Specify the display region. IN different regions The minimum price valid for search varies.

How can I manage impressions based on synonyms and additional relevant phrases?

Selection of targeting and bid adjustments.

Managing the share of the budget that can be spent on impressions for both types of phrases.

Correct selection of negative keywords.

The ad is shown based on key phrases and audience selection conditions to those who have already been to the advertiser’s website. At the same time, the campaign is set to adjust rates for women over 45 years old. Which setting will work on the search if the user matches both?

Both will work - the display will be based on the conditions for selecting an audience, taking into account the adjustment of bids.

Only bid adjustments and search queries will be taken into account when serving.

What opportunities and advantages does placing ads on networks give an advertiser?

Show ads with video or image.

Automatic reduction in click price for sites with lower predicted conversion.

Ability to display ads on specific sites and pages.

Advertising campaign ads are shown both in search and in networks. CTR in networks is lower. How will this affect the ads that appear in searches?

CTR for networks and for search is calculated separately. Therefore, CTR in networks and its changes do not affect impressions and prices in search.

This will reduce the CTR in search. To display ads in special placements, you will have to set higher bids than if the ads appeared only in search.

This will reduce the CTR in search. To show ads in guaranteed impressions, you will have to bid higher than if the ads only appeared in search.

Why can the price of entry to special accommodation be the same as the price of the first place in special accommodation?

The remaining special placement positions are occupied by Yandex.Market offers, so the ad can only be placed in the first place.

It can not be so.

For this advertisement, the barrier to entry into special accommodation is very high. As soon as the advertiser overcomes it, he will immediately get to first place in the special placement.

The remaining positions are occupied, and the ad can only be placed in the first place.

Your client is looking for his ad in a specific position on specific phrase, but sees him in a different position. Your location regions and display regions are the same. Why can an ad be shown in different positions to you and the client in a search?

We have different browsers.

The campaign is configured to adjust bids by gender and age. We belong to different socio-demographic groups.

Due to the influence of user factors on ranking in Direct.

The campaign is shown only on networks. In the ad group there is the phrase “cheap tours to Egypt” (in quotes). How will ads from this group be shown?

Ads will only be shown on sites where this phrase appears, and to users who searched for this exact phrase.

In this case, ads can only be shown based on audience selection conditions. Quotes prohibit impressions on networks.

Ads can be shown on any thematic sites about Egypt and tours.

On what platforms can Direct ads be shown?

On external SSP sites - on websites and in applications.

In applications and on Yandex project websites.

On home page Yandex.

Which statements about ad impressions on networks are true?

The same platform can place both search and classified advertising.

On networks, ads can be shown with all the extras and images.

Ads can only be shown to those users who have already visited the advertiser’s website or asked Yandex about relevant goods and services.

The group has a regular ad and a mobile one. Which one will be shown on a mobile device?

Mobile.

System randomly will select one of these advertisements.

The one with better performance will be shown.

Where is an ad shown that has a bid lower than the minimum bid in search?

In dynamic impressions, on the “All ads” page.

Only on the “All announcements” page.

What metrics are taken into account when selecting ads to display in all search result positions?

Quality factor.

Click-through rate and cost per click specified by the advertiser.

Keyword productivity.

Key phrase without stop words.

The ad is shown based on the audience selection condition to those who abandoned the order on the advertiser’s website. At the same time, the campaign adjusts rates for men aged 35 to 44 years. What settings will affect display on networks if the user matches both?

Only bid adjustments will be taken into account when displaying.

Both will work - the display will be based on the conditions for selecting an audience, taking into account the adjustment of bids.

When displaying, only the audience selection condition will be taken into account.

There are two ads in the advertising campaign. For the first, the key phrase was used (buy paints), and for the second, “buy paints” (in quotes). The query in the second ad has a higher CTR, Quality Score, and Bid combination. Which of these ads will be shown to the user when he enters the query: buy paints?

The second ad has a combination of CTR, quality score and higher bid.

The second declaration is that the use of operators gives the phrase priority.

The first ad is shown for all variants of similar queries.

In what places can image ads be shown?

On mobile devices in networks.

On the search page for all advertisements.

In the search results on the Yandex.Maps service.

On the sites of partner SSP networks.

How are ads selected for the block of guaranteed impressions?

The block contains ads from the best combination click costs, quality factor and CTR.

Direct ads with the highest bids are selected for the block.

Direct ads with the highest CTR and bids per click are selected for the block.

Direct ads with the highest CTR are selected for the block.

Choose the correct continuation of the statement. If the phrase regular ad equal in accuracy to the dynamic declaration phrase, then:

The dynamic ad will have priority when shown.

The system will select the most effective ad from these two for display.

The regular ad will have priority when shown.

The key phrase (online store for fishermen) and the audience selection condition “Visited online store.rf” were simultaneously added to the ad. How will the ad be displayed?

In search, the ad will be shown by key phrase, and in networks - by both key phrase and condition.

In search, the ad will be shown based on a key phrase, and in networks - based on the conditions for selecting an audience.

The ad will be shown in search and in networks to users who typed a request (online store for fishermen) and were previously on the website online store.rf.

The advertiser has set up geographic targeting throughout Russia. How will impressions be generated for keywords in different regions?

Keywords will only compete based on CTR in the selected region.

Depending on the number of competitors in different cities, the same ad upon request may be shown in different blocks.

Regardless of the specific city, each click will be paid at the average price.

Where are ads shown by default in Direct?

On all types of devices where there is a target audience.

Only on desktop. Impressions on mobile devices must be configured separately.

On desktop and tablets. According to statistics, they only buy there.

You need to show ads in search at one time, and in networks at another time. How to do it?

Set up hourly bid adjustments for groups with network ads.

Separate ads for networks into a separate campaign.

Set up different display schedules in one advertising campaign.

There are no mobile ads in the group. Will this group's ads show on mobile devices?

No, they will not do. To display on mobile devices, you need to create special ads.

Yes, they will. The ad type does not affect where it is shown.

No, they will not do. There is a separate campaign type for impressions on mobile devices.

Yes, they will, but taking into account CTR and competition on the desktop.

What business problems can be solved using impressions based on audience selection conditions?

Find new ones potential clients, similar in profile to existing ones.

Increase the conversion of website visitors into customers.

Sell additional products or services to those who have already made a purchase.

Show ads in searches not by keywords, but by interests.

Attract new visitors to stores and branches by showing advertisements to those who regularly visit certain places.

In what order are ads shown in special placement and guaranteed impressions?

In random order.

In descending order CTR.

In descending order, the combination of bid, quality score and CTR.

In descending order, the product of cost per click and CTR.

Upon request, there are no competing advertisements in the Special Placement, but the price of entry into this block is still very high. Why?

It can not be so. The entry price in the absence of competitors will be minimal.

Special placement has an entry threshold that does not depend on the presence of competing advertisements. It is possible that a block does not contain a single ad.

The ad CTR for this query is not sufficient for Special Placement.

The phrase does not have enough quality factor for Special Placement.

How are ads sorted on the search results page for all Direct ads?

In descending order of cost per click.

Advertisements are placed in random order.

In descending order of quality factor.

Click through rate, cost per click and quality factor are taken into account.

The group consists of two mobile ads. Can they be shown on desktop?

They can, since there is no desktop ad in the group.

A group cannot contain only mobile ads.

They can't because these are mobile ads.

How can I improve my account quality score?

Collect all ad groups with high performance into one advertising campaign, and turn off the rest.

Add a virtual business card to your ads.

Increase CTR of phrases.

Complete all ad supplements as much as possible.

Clarify geographic and time targeting.

The advertiser plans to create a separate advertising campaign and adapt it as much as possible for display on mobile devices. What actions will help make your campaign effective and increase reach on smartphones?

Adding to mobile ad groups.

Leave only users in targeting latest version iOS.

Adding image ads in formats popular on mobile devices.

Adaptation of ad texts for mobile devices.

What does the productivity of phrases show?

The effectiveness of the phrase, taking into account the accumulated statistics on it.

Share from everyone possible impressions, which the advertiser will receive for this phrase in conjunction with the ad group.

How well the phrase is developed in conjunction with a specific ad.

How does the “Take into account holidays” option work in time targeting?

Disables displays on holidays.

Includes holiday screenings.

Allows you to set up a schedule for showings on holidays or completely prohibit showings.

How does time targeting work in Yandex.Direct?

It limits the number of clicks during certain hours.

It allows you to limit the cost of displaying advertising during certain hours.

What are the benefits of adding to a mobile ad group?

Mobile ads can be targeted based on the interests of mobile app users.

More accurate calculation of click price and CTR - for mobile ads, only data from mobile devices is taken into account.

Increases the CTR of the group and allows the rest of the group’s ads to get into Special Placement at a reduced price.

In mobile ads, you can adapt texts for mobile devices.

Is it possible to create your own virtual business card for each ad group in one advertising campaign?

Can. A virtual business card is created when you add new group advertisements or when editing an existing one.

It is forbidden. A virtual business card can only be created for an entire campaign.

Is it possible to add the following display link to the yandex.ru domain: advertising-in-direct?

Select the correct statements about the displayed link.

It can indicate Additional information about the advertised product or service.

An advertiser wants to show ads to people who have already visited his online store. What can he use to solve this problem?

Smart banners.

Automatic strategies.

Dynamic ads in search.

Displays based on audience selection conditions.

The advertiser has changed the advertising campaign for impressions on networks. What changes will improve placement efficiency?

Adding image ads of different formats.

Adding images.

Adding mobile ads.

Write the same title and ad text.

Adding audience selection conditions.

How to make image mobile ads?

Upload ready-made banners or collect images of appropriate sizes in the Constructor - for example, 960 × 640.

Mark the ready-made image ads with the “Show on mobile screens” checkbox.

For mobile screens There is special formats advertisements and image ads are not shown on mobile phones.

Why create image ads in different sizes?

The more different formats, the higher the CTR of the ad group and the higher the account quality score.

To increase your chances of passing moderation.

To increase your audience reach. On different devices Advertising unit formats may vary across platforms.

Select all false statements about the virtual business card.

It can make your ad more visible and clickable.

It cannot be added if the organization does not have an address.

It helps the user view the advertiser's contacts and additional information about him.

Clicks on a business card are cheaper than clicks on a website link.

Is it possible to exclude a certain region by adjusting bids by display region?

You can set the downward adjustment to minus 100%.

It is possible, but only at the campaign level. You can't set adjustments for an ad group.

No, you cannot completely eliminate a region by adjusting rates, but you can reduce the rate by 90%.

Do I need to fill out additional fields in advertisements? For example, clarifications, address and phone number.

Not necessary. They are not always shown and distract users from linking to the site.

The more fields are filled in, the better. They all increase CTR.

Which advertiser is best suited for location-based segment targeting?

Small network grocery stores, each of which works for residents of one area.

Famous electronics network.

A computer company entering a new market.

A furniture hypermarket that tries to attract as many customers as possible.

The campaign is shown only on networks. Targeting has been set up for Krasnoyarsk, advanced geotargeting is enabled. How will expanded geotargeting affect impressions on networks?

Ads will be shown to everyone who has ever looked for a product or service in Krasnoyarsk, regardless of their current location.

Ads will be shown to residents of Krasnoyarsk and people outside the city who visit Krasnoyarsk more often than other places.

The screenings will be only for residents of Krasnoyarsk.

What is interest targeting in Mobile App Advertising campaigns?

A special retargeting setting available only in this type of campaign. Using interest targeting, impressions are set up on networks.

Adjusting bids for users interested in applications of a certain category.

The more different types ads and banner formats, the higher the chances of getting a good forecast.

Which of these advertisers would benefit from dynamic ads?

Online pharmacy.

A small hair salon that offers discounts every day on different types nail coloring.

A large online electronics store with thousands of different products on its website.

For which objects can you set up time targeting in Direct?

Only for each ad.

How do bid adjustments improve ad performance?

You can pay less for clicks from users related to target audience.

You can reduce the likelihood of your ads being shown to people outside your target audience.

The owner of an online store of tableware and kitchen goods creates an advertising campaign in Direct. The site has several sections with different types of products. How to optimally group his products within an account?

Create a separate campaign for each product on the site - each has only one key and one ad.

Combine them into two ad groups: one for the search campaign, the other for impressions on networks.

Create several ad groups, each with its own theme: for example, “Grill pans,” “Steamers,” “Serving utensils,” and so on.

Combine them into one ad group: Direct will show ads with those products that are most often searched for.

Traffic from mobile search a lot, but also a lot of refusals. For the same phrases, the traffic on the desktop is of high quality, the bounce rate is acceptable. What do you advise an advertiser to check?

Usability of the mobile version.

There is a lot of traffic from mobile searches, but there are also a lot of refusals. What do you advise an advertiser to check?

Usability of the mobile version.

Page loading time. According to statistics, many sites take a long time to load and users lose patience.

Rates. They should be made as low as possible so that traffic does not load the site so much.

Key phrases - they need to be made as narrow as possible so that only interested people visit the site.

Ivan wants to increase his mobile audience reach. What's the best way to do this?

Create separate campaigns for different types of mobile devices.

Set bet adjustments with higher odds for mobile devices.

Set downward bid adjustments for desktop.

Raise all bets - coverage will increase on all types of devices.

Why create ads in different formats in Direct?

A variety of ad types and banner sizes allows you to display ads on more different sites and devices.

Of all formats, Direct selects the ad with the highest click-through rate forecast for display.

The campaign includes image ads. The task is to track calls only based on them, without taking into account all other types of advertisements. How can I do that?

You cannot specify a phone number in image ads, but you can set up dynamic call tracking on them on the website.

Indicate a separate number in virtual business cards of groups that contain only image ads and no other types of banners.

Indicate a separate number on the banners that is not used in other advertising formats.

How is a virtual business card useful for an advertiser?

When viewing from a mobile phone, you can call the specified number with one click.

It increases the click-through rate of your ad.

Clicking on a virtual business card is free.

When displayed in Yandex search, the business card shows the company's phone number and opening hours.

For which objects in Direct can you set up geographic targeting?

Both for the entire campaign and for separate groups advertisements

Per ad group only.

How do impressions and clicks on additional relevant phrases affect the CTR of the original phrases and the cost per click?

They are taken into account in the CTR calculation in the same way as impressions and clicks on the original phrases, but do not affect the cost per click.

They are taken into account in the CTR calculation and affect the cost of a click in the same way as impressions and clicks on the original phrases.

They are not taken into account in calculating the CTR of the original phrase and the cost of clicking on them.

Why do you need to indicate the Metrica counter number in the parameters of an advertising campaign in Direct?

To understand what people who came from Direct are doing on the site. This helps to understand why there are clicks, but no conversions to orders.

Why do you need to link the Metrica counter to Direct?

For the correct operation of site monitoring - if the site becomes unavailable, Metrica monitoring will turn off advertising in Direct so that the budget is not wasted.

This allows you to customize the conditions for selecting an audience by goals and Metrics segments.

The metric is needed to enable some automatic strategies. The link helps optimize advertising costs not by CPC, but directly by CPA or even ROI.

To understand what people who came from Direct are doing on the site. This helps to understand why there are clicks, but no conversions to orders.

How are clarifications useful for an advertiser?

Increases ad attractiveness and CTR.

They provide an opportunity to provide potential buyers with additional information.

Increases the productivity of the phrase.

Allows you to display your ad in an expanded format.

Productivity guidelines say: “Add the entire phrase to the title.” In this case, the exact key phrase is already added to the title. Why does the system make this recommendation?

There was a draft in the group that did not have a key phrase in the title. Productivity recommendations take into account removed ads.

There is an ad in the group whose title consists only of a template.

There is another ad in the group whose title does not include the keyword phrase. The productivity score is calculated for all ads in the group.

You want your ads to appear in higher search positions, but there is no way to increase your cost per click. What else can you do to improve your ad's effectiveness?

Type the title of the ad in CAPITAL LETTERS.

Fill in the details.

Add a virtual business card to the ad group, specifying as detailed information as possible.

Add a picture to each ad.

The advertiser made several changes to the campaign. Which ones will increase the efficiency of placement?

Removing all negative phrases.

Filling out clarifications.

Refining geotargeting - setting only to those regions in which the advertiser’s business operates.

Adding a virtual business card.

Disable phrases with low CTR.

Using templates in ads.

An advertiser - an air ticket aggregator - wants to quickly generate advertising based on its data feed. Which Direct formats will solve his problem?

Dynamic ads.

Image ads.

Text and graphic advertisements.

Smart Banners .

Inform in the texts of your advertisements about discounts, promotions, gifts, etc.

Be sure to include the legal name of your organization.

Set up geotargeting and in the ad text indicate the name of the city or region in which the product or service is sold.

Include keywords in your ad text.

Created a new campaign. Opposite the key phrase we see the prices of the positions. Are competing listings taken into account in item prices?

Yes, all competing ads for a query are taken into account, except those stopped by time targeting.

No, they are not taken into account. The system takes into account the CTR forecast, the productivity of the phrase and the account quality score.

Yes, all competing ads for your query are taken into account. Competitor bid adjustments are not taken into account.

Can geotargeting settings affect the cost per click on an ad?

No, the cost per click takes into account all competitors for the selected keyword.

No, the price is only affected by the time of impressions and the number of competitors who are competing for an impression right now.

Yes, in different regions different quantities competitors, so clicks will cost differently.

The advertiser set two adjustments: + 400% for mobile devices and + 300% for men from 18 to 24 years old. How will the rate be adjusted for a 23-year-old man with a mobile phone?

Only the first adjustment will work because it is larger.

Both adjustments will work.

Adjusting for gender and age will work because such adjustments have higher priority.

Let the bet on the phrase be 12 rubles. Three adjustments have been established: + 300% for women from 25 to 34, − 80% for St. Petersburg, + 50% for mobile devices. According to the advertisement, a 40-year-old St. Petersburg woman is transferring from her mobile phone. How will the rate be adjusted?

3.6 rub.

For which items in Direct can you adjust bids by display region?

For every ad.

To an ad group.

The advertiser, using the price wizard, set the setting “On search: set the price for the 1st special placement + 10% of the price, but not more than 100 rubles.” Having entered after 2 hours, the advertiser sees that the bid is not enough to get into the special placement. Why could this happen?

The price master changes rates once an hour. The rate will be changed soon.

The price master has not yet managed to change the rate a second time.

The Price Master changes bids for all phrases once. If the ad was later pushed out, the price master will not change anything a second time.

On one site in the external network, the CTR is higher, and on the other, the conversion is higher. On which site will the bids and cost per click be lower and why?

The cost per click will be lower on a site with a higher CTR. The higher the CTR, the lower the cost per click.

There will be no difference in bids or cost per click. The system will show ads more often on the site that gives more clicks to the site.

Direct will reduce rates on the site where the conversion rate is lower. The reduction will be proportional to the predicted number of conversions. Accordingly, the cost per click on this site will also be lower.

The cost per click on a virtual business card will be 0.3 rubles. below the assigned maximum rate.

The account has two active campaigns. One is about to run out of funds, and the other has 1,900 rubles left. Right now there is no way to top up your account, and campaigns cannot be stopped. What can you do to keep your campaigns going?

Connect to a General Account.

Transfer funds from the old campaign to the first one.

Transfer funds from another account.

Let the bid per phrase be 1 ruble. The advertiser set a downward adjustment for men of all ages by 90%. At what rate will the corresponding ad be shown to men?

At a rate of 1 rub. This adjustment cannot be made.

At a rate of 0.1 rub.

At a rate of 0.3 rubles, since the rate cannot become less minimum value for a given currency.

There are different boost adjustments for mobile devices at the campaign level and at the ad group level. What adjustments will be applied?

The adjustment specified for the group will be applied.

The adjustments will be cumulative.

The adjustment set for the campaign will be applied.

What indicators affect the cost of a click in external networks?

Ad CTR.

Predicted conversion.

Site quality factor.

Productivity of the phrase.

Does Direct regulate bids for impressions on networks?

Yes. Direct reduces bids for impressions on sites if it predicts a low probability of conversion on the site.

Yes. Direct can either increase or decrease rates for individual sites depending on the predicted probability of transition.

No. Bidding always takes place at the maximum bid set by the advertiser.

The campaign selected an automatic strategy with a maximum bid limit. How will adjustments by display region work?

The bids that the system assigns during the operation of the automatic strategy will be adjusted, taking into account the restrictions set by the advertiser.

They will not work in automatic strategies.

How are all monetary indicators indicated in an advertiser’s account?

Including VAT according to the legislation of the Russian Federation.

Excluding VAT.

Including VAT, the rate varies depending on the country of the advertiser.

The account has two active campaigns. One is about to run out of funds, and the other has 1,900 rubles left. Is it possible to transfer funds from the second campaign to the first?

Yes, you can - the “Distribute Equally” function is made specifically for such cases.

No, you can’t - the minimum transfer and balance amounts are at least 1000 rubles each.

Yes, you can - the minimum transfer amount is 300 rubles.

The ad is shown throughout Russia. Three bid adjustments have been configured: + 100% for mobile devices, − 50% for Nizhny Novgorod, − 50% for women. What adjustments will work if a woman from Krasnodar clicks on an ad from a mobile device?

Only the mobile adjustment will work.

Only adjustments by gender and age will work.

Adjustments will work for mobile phones and by gender and age.

The campaign includes the key phrase “flower delivery.” The display region is Moscow and the region, expanded geographic targeting is enabled, an upward adjustment is set at + 200% for Moscow and an upward adjustment at + 50% for mobile phones. A man in Tver dials search bar on the computer: flower delivery in Moscow. Does he have a chance to see this ad?

No, because if there are regional adjustments, advanced targeting does not work.

No, because the man uses a desktop.

Yes, because advanced geographic targeting is enabled.

Let the rate for clicks on your ads be 72 rubles. You've added a +20% mobile adjustment and a +50% regional adjustment for the area around your stores to attract more customers. Someone clicks on an ad from a mobile phone while near your store. What will the rate be?

122 rub. 40 kopecks

201 rub. 60 kopecks

129 rub. 60 kopecks

Three quick links have been added to the ad. The user clicked on the main link and several quick ones. How many clicks will the advertiser pay for and how will their price differ?

An advertiser wants to know the average cost of clicks in an advertising campaign, including VAT. Is this possible?

Yes. The average cost per click including VAT can be found in the advertising campaign statistics.

Yes. All prices in the interface are displayed including VAT.

Is it possible to transfer funds from a campaign that is running or in the “activating” status?

Yes, any amount.

Yes, transfer the difference between the account balance and the reserve required to complete the campaign.

No, transfer is only possible from a stopped campaign.

Let the bids for all key phrases be 2000 rubles. The advertiser has set an upward adjustment of 30% for mobile devices. What will be the resulting maximum bid for conversions from mobile?

At a rate of 2000 rubles, since the adjusted rate was greater than the maximum for this currency.

At a rate of 2500 rubles, because the rate cannot exceed the maximum value for a given currency.

At a rate of 2600 rubles.

Let the bids for all key phrases be 1800 rubles. The advertiser has set an upward adjustment of 500% for mobile devices. What rate will be used for bidding on desktops?

At a rate of 2500 rubles, because the rate cannot exceed the maximum value for a given currency.

At a rate of 2700 rubles.

The rate is 1800 rubles, since the adjustment is set only for impressions on mobile devices.

All adjustments that suit the user will be applied sequentially

Only adjustments by device type and social profile will be applied. Regional adjustments do not work simultaneously with others

The display region adjustment will be applied. Direct will ignore other adjustments

The campaign is configured with increasing bid adjustments for certain regions, for mobile devices, as well as for certain gender and age. What adjustments will be applied and how?

Only adjustments by device type and social profile will be applied. Regional adjustments do not work simultaneously with others.

The display region adjustment will be applied. Direct will ignore other adjustments.

When adjustments intersect, all coefficients are summed.

At the campaign level, a downward adjustment is specified for women over 45 years of age, and at the group level, an upward adjustment is specified for them. What adjustment will be applied?

Such conditions cannot be set.

A downward adjustment will be applied.

An upward adjustment will be applied.

How are the bid, cost per click and predicted probability of clicks in networks related in Direct?

The lower the predicted probability of transition from a specific site, the cheaper the clicks on it.

If the bid for a phrase is low, the ad will be shown on sites with low quality.

The predicted transition probability does not affect prices.

There are several active and several stopped ads in the group. What price is displayed in the Search Price column?

The aggregated price is displayed only for active ads in the group.

Only the price for the selected group ad is displayed. The search price varies depending on the selected ad.

The generalized price for all ads in the group (active, stopped, archived) is displayed.

An ad with a virtual business card is shown on mobile devices. All users clicked on the phone number and called immediately, but did not go to the site. Will such transitions be cheaper or more expensive than transitions to the site?

Calling a phone number is free.

There will be no difference in cost - transfers to a business card cost the same as transfers to a website.

Transitions to a business card will be more expensive - they do not increase CTR, so Direct will always write off the click price indicated in the interface.

The owner of a chain of clothing stores wants to motivate discount card holders to buy more in the online store than offline. What's the best way to do this?

Offer discount card holders in advertisements additional discount in the online store.

Place products from an online store on Yandex.Market.

You have created several segments in Yandex.Audience. Now you need to determine the percentage of users who were on the site and find out what they did there. How and for which segments can this be done?

You can specify the Metrics counter number, but the data will be pulled only for segments created from Metrics segments.

You can specify the Metrica counter number, but the data will only be pulled up for segments created for Metrica goals.

If you specify the Metrics counter for any segment, the statistics will be updated for all types of segments.

Data about user behavior on the site will be pulled up automatically if Yandex.Audience and the Metrica counter are on the same login.

The advertiser wants to expand the circle of its customers. For a business to prosper, it is important to attract only those who spend at least a certain amount per month. What tool will be the most effective and least labor-intensive in this situation?

Targeting using Yandex.Audience or Metrica on existing clients with a certain solvency.

Setting up geotargeting for the most economically developed regions of the country.

Look-alike targeting of people who are similar to existing customers and have a certain ability to pay.

Using bid adjustments, target advertising to people of a certain gender and age.

How to understand that a segment in Yandex.Audience is suitable for look-alike targeting?

In segment statistics you can see the user similarity index. The higher the similarity, the more suitable the segment is for creating a look-alike segment.

This cannot be understood in advance. You can only experiment and track impression statistics for the look-alike segment.

Is it possible to create an audience selection condition consisting only of unfulfilled goals (the “None completed” block)?

Yes, this condition can be used both for impressions on networks and for adjusting bids.

No, the “None Done” block can only be used in combination with the “At least One Done” or “All Done” blocks.

Yes, but this condition can only be used to adjust rates.

You have been contacted by the owner of a restaurant located next to a large office center. “In the office center there is a food court with restaurants, but I want office employees to come to me for lunch. How to attract these people? Leaflets no longer work, and my budgets are small.” What advice would you give to a restaurateur?

Using Yandex.Audience geosegments, target advertising to the location where the office center is located.

Add more key phrases with the name of the office center to the campaign. For example: where to eat in Moscow city.

Set up a campaign in Direct for the entire city.

Is it possible to combine Metrics goals, Metrics segments and Audience segments in one audience selection condition?

You can only combine the Metrics and Audiences segments.

Can.

You can only combine goals and Metric segments.

How does the cost per click differ between a link to an advertiser’s website and a virtual business card?

The price per click on a virtual business card will be 0.3 rubles. below the assigned maximum rate.

There is no charge for clicking on a virtual business card.

Two months ago Ilya ran a campaign for people who regularly visit shopping mall"Rainbow". The campaign worked in segments based on geolocation data. Now Ilya wants to run a new campaign for the same target audience. Do I need to create new segments?

Yes, we need to collect new segments to exclude target users. Within two months, the information became outdated, and some users may have moved.

It’s better to collect new segments to add users who recently started going to Raduga to the sample.

No, you can use the same segments - the information is updated automatically.

The campaign has set up conditions for selecting a look-alike audience for fifty thousand contacts. Downward adjustments have been established for men and for all people under the age of 44, and upward adjustments for mobile phones. There are few impressions and clicks. What hypotheses need to be tested?

The stakes are too low.

Fifty thousand contacts are not enough to build a high-quality look-alike. The technology only works with millions of contacts.

The targeting and audience selection conditions are too narrow.

Seasonality of demand for a product or service.

What does the reach indicated on the Yandex.Audience page mean?

Cookies on different devices for the last 30 days.

The exact number of users found.

Number of impressions by segment.

Is it possible to make the cost per click automatically change depending on the time of day?

No. Automatic adjustment There are no rates depending on the time of day.

Yes, you can using audience selection conditions.

Yes, hourly bid adjustments are available in the time targeting settings. It only works for manual betting management.

Yes, you can set up hourly bid adjustments for both automated and manual bid strategies.

Some online store visitors add items to their cart but do not place an order. What advice can you give to the owner of this site?

Make sure that the delivery terms are visible and well described.

Check the usability of the site, ease of ordering.

The owner of an online store wants to offer a discount to people who visited the site but did not buy anything. How to set up advertising most effectively?

Use the audience selection condition: according to the Metrics segment, set up the display of ads to those who have not yet been to the site.

Use the audience selection condition: according to the Metrics segment, set up the display of site visitors to this segment.

In your ad, offer this segment of visitors a discount or other special purchasing conditions.

Describe the promotion on the pages linked to in the advertisements.

Why is the reach value on the Yandex.Audience page greater than the number of loaded contacts?

An ad can be shown to one person several times.

One person can use several devices (work and home computers, smartphones, etc.).

This shouldn't happen. If this happens, it's a bug.

The Metrica counter and the Direct campaign are registered under different logins. What condition must be met for counter goals to be available for setting up audience selection conditions in a Direct campaign?

The counter number is specified in the campaign parameters.

The campaign includes Metrics markup.

Direct and Metrica belong to the same person.

In the “Reach” ad group from the “Retargeting” campaign on the AAA login, we created an audience selection condition “ Best clients" For which ad groups will the “Best Clients” selection condition be available?

The “Best Customers” condition will only be available for setting up the “Reach” group.

The "Top Customers" condition will be available for setting up all groups in all AAA login campaigns.

The “Best Customers” condition will be available for setting up all groups, but only in the “Retargeting” campaign.

Which impressions are affected by the “Advanced geographic targeting” option enabled?

For impressions in Yandex search.

For displays in YAN and external networks.

For impressions in YAN, external networks and Yandex search.

Campaign type “Advertising mobile applications”. If an app becomes unavailable in the app store, what happens to the Direct announcement?

Your ad will continue to serve

Displays of the ad will be paused, and a notification will be sent to the advertiser by email.

However, they will be of no use if you do not understand what is happening. In this article in general outline It will describe the social media performance indicators that need to be measured in , as well as tips on how to use them and what to focus on.

1. Track audience growth through social mentions

Not the most important, but a key metric for understanding the influence exerted on social networks is social mentions.

Simply put, this metric shows how many people are talking about a brand (or content and industry) on social media. How much talk is there about the brand? Are people talking about this industry/offerings?

Social mentions are a little more complex than just counting mentions in tweets and hashtags. You need to measure not only the posts and messages associated with the brand, but also how many people are talking about it.

Typically, there are three ways to do this:

@Username: This one is simple. When people add a username in a tweet, the user receives a notification. This is usually called a mention.
Brand mentions: The same mention, but without “tagging” the username. In such cases, notifications do not arrive and this can be a problem, but there are tools that can track these mentions.
Hash tags: The most common way people talk about a brand, especially if it is well known. This also includes hashtags associated with events, products and campaigns.

Increasing the scale of “social mentions” depends heavily on other marketing and content strategies. If the audience isn't talking about the company, perhaps it needs to communicate its message better. You can try different messages before finding the one that suits you best. You need to see what you find most best response at the audience.

Perhaps the content doesn't impress them enough. Then you need to go back to the beginning and see what the audience wants. Do they prefer visual or textual content? Comprehensive guides or short (perhaps humorous) videos? Consumer research can help answer these questions.

A tool like Ahrefs can help you measure external links to the website. While this may not seem like it's important for social media, it can help you find your most popular content.

This can also be done using the Google Search Console:

You need to determine what content resonates best with the rest of the network, and then put extra effort into promoting it on social media. Organic and paid distribution ensures that your reach is as wide as possible.

2. Coverage of publications

While the previous metric measures how much people talk about a brand, reach measures how many people have seen the content shared by the brand.

Therefore the coverage is good indicator potential audience size. It measures how far a brand's content and message spread across social media. For example, on VKontakte and Facebook, “total reach” shows the number of people who saw the publication.

Reach is calculated when content appears in someone's news feed. This metric is divided into three different types:

Organic reach: the number of people who saw the post/tweet in their feed. This metric becomes more difficult to maintain as various social algorithms place more emphasis on posts shared by friends, family, and followers.
Viral reach: the number of people who saw the content as a result of sharing on social networks.
Paid coverage: the number of people who saw the content due to the promotion of the post.

Paying for promoted posts has become a popular method of distributing content due to problems with organic reach:

Of course, budget can be an issue. You need to ensure that the brand gets the best results from every advertising dollar spent. Therefore, it is better to test your content organically before promoting it further on paid advertising social platforms.

Let's say a company shares ten blog posts with its subscribers on Facebook and VKontakte. Of these, two had the best click-through rate and a high number of shares. Since this content resonated better with the audience, you can confidently promote it through promoted posts.

You also need to make sure the content is seen by the right audience. Targeting is important and will help direct content to people similar to those who have already expressed interest in it.

Individual audience: you need to upload your list of customers or subscribers, and Facebook and VKontakte will target based on their demographics and interests, assuming that these customers have linked addresses Email to your profiles.
Similar audience: uses data about current fans and people interacting with posts to target similar people.

Once your targeting is set, it's time to get creative with your message. It's a good idea to start with the same text and images you used to distribute your posts organically. But it's important to try new approaches to make sure the company is getting the best out of its content.

While boosted posts can help you get quick wins, you also need to optimize for organic reach. Quick and effective tips on how to do this:

Optimize your profile: Use your target keywords in all social profiles to make them easier to find. Make sure your profile descriptions are written clearly.
Get closer to people: Make sure that the speech is both in posts and in personal communication with users, similar to conversations that happen in real life.
Share the right content: Publish educational and interesting content, which will be of value to people. Obviously advertising posts rarely promote engagement.
Enlist the help of supporters: Some of the readers are more loyal to the company and like its content more than others. We need to identify such clients and involve them in content distribution.
Mutual reposts: Share content from other brands. This will provide an opportunity to build relationships with other brands and increase your visibility.

3. Building trust and nurturing customers through engagement

User engagement is by far the most important social metric of all. It measures people's interaction with a brand and its content across all social networks.

Engagement is determined by the actions users take on posts, tweets, and stories. For example, comments, likes and shares, reposts.

The more engagement posts receive, the higher the viral reach will be. While it's easy to view these activities as one-time events, they should be indicators of a long-term relationship with your audience.

High engagement means that the audience knows and trusts the company. This is an indicator that you have managed to create a community around your brand.

When measuring engagement, you need to pay attention to the following social media performance indicators:

Likes and shares: the easiest metrics to track. From VKontakte to YouTube, likes and shares are universal actions that users can use to express their attitude towards content.
Audience growth: number of subscribers acquired for certain period. Monitoring the pace of new subscribers may entail changes in the schedule of publications and their frequency.
Subscriber to follow ratio: it shows authority on social media. If a profile has 500 followers but only 90 followers, it may turn other people off.
Audience mentions: As noted earlier, users who mention a brand can help identify the most active audience members (not to mention increase overall reach).

To increase engagement, you need to share engaging content. 82% of Twitter users watch video on the platform, which means you should consider adding video to your content arsenal (if it's not already there).

Video content can also be reused in different networks. A 7-minute YouTube video can be turned into several shorter clips for Facebook and Twitter. You can then use shorter clips as short reviews on Snapchat and Instagram Stories.

It doesn’t matter so much whether the videos are shot on a smartphone or on full-fledged studio equipment - the main thing is that they tell relevant stories.

4. Motivating action through influence

Last on the list, but not least, is influence. It considers the impact that a brand has on its audience, as well as the impact that those talking about the brand have on their own audience.

Although this may be a controversial sign social success, its importance cannot be denied. In fact, many believe that the impact a brand has on its audience is much more important than its size.

No universal method measure the impact, but there are reliable sources. For example, Klout - great tool to measure your own influence, as well as the influence of similar companies and competitors.

Increasing your influence - long process. There is a need to continually deliver valuable content to your audience and provide a platform for inspiring conversations.

This means starting that conversation yourself, connecting with readers, responding to their messages and tweets, offering help, and just talking to them like a human being.

You also need to do this with other influencers in your space. Not only on social media, but also in other communities they interact with. Commenting and sharing the content they create can also be helpful.

It is necessary to hold competitions and events and encourage subscribers to take part in them. Study how people use certain hash tags and create content around those topics.

SEMrush hosts weekly conversations under the hashtag #semrushchat to spark conversation around a specific topic:

They receive insights and create blog posts based on them, thereby gaining maximum benefit from user content.

These examples are meant to spark creativity. The overarching theme is the value they deliver and the conversations they inspire. Every brand's content and message should do the same.

Instead of conclusions...

There are dozens of metrics that help determine success on social media. Clicks, conversions and ROI are the marketer's true benchmark, but they are useless without the "stepping stones" outlined in this article.

There are many methods and tools for measuring these metrics, but the most important thing is not how to measure them, but how to improve them.

5 (100%) - 1 ratings

What is audience coverage on VKontakte and Yandex Direct.

Reach is the volume of ads shown to unique users, and it largely determines the effectiveness of the campaign. How – different sites have their own nuances. But both in VK and in Direct there are many potential clients who saw your advertisement better than some of them, you will simply lose possible traffic.

There are two concepts:

The estimated reach of the target audience is the figure provided by the advertising system. It means the number of all unique users who could potentially see an ad based on your settings. But even if all recommendations are followed, the specified number of views will never be achieved - not all users surf the Internet all the time, this is only a guideline.
Actual - the name speaks for itself.

What affects the indicator and how to increase it?

VKontakte and other social networks.

In VK you can view the number of subscribers covered by your advertising campaign to the right of the parameter settings. The indicator depends on the targeting set - the more you narrow the audience with them, the lower the expected volume of unique views.

A simple example: with broad targeting

With a narrower

All allowed filters: by interests, geography, participation in groups, etc. reduce the number of impressions to unique users, but provide more targeted traffic. After all, everyone wants conversions, not just clicks. Therefore, the more accurately you target potential clients, the more effective your advertising will be.

The same goes for campaigns on MyTarget and Facebook.

But this is the expected coverage of the target audience. In fact, the indicator will be different depending on the following configured parameters:

Cost per click - the lower you set it, the fewer potential social network users you will reach.
Customized advertising formats - use everything in one campaign: graphic, text-graphic, and others available in the source. This will allow you to appear on different devices and sites where unique items may be located.
Limit display of ads to one person. Everything is simple here - set a maximum limit of 100 impressions (for VK Target), again, for the maximum number of views by unique users.

First, try to reach your target audience more accurately, experiment with its segments, analyzing CTR and conversion. As you receive positive statistics, increase your reach - slowly add audience groups, expanding targeting and monitoring conversion indicators.
Start with a minimum bid per click. If the number of impressions is insufficient, raise the conversion price by the minimum step, monitoring the statistics so as not to go into the negative.

How to increase your audience reach in Direct.

Here the indicator determines the volume of traffic received, and, of course, reaching as many target users as possible is the task of any advertiser.

The following factors influence search coverage in Yandex Direct:

The same targeting settings - by geography, gender, devices, display schedule. Everything is clear here, I already wrote about this above - fewer clicks are better, but with high conversion.
The number of keywords used in the campaign - each target query added to the campaign increases the audience reach by a certain amount.
Bid - with a low cost per click, the percentage of impressions and traffic volume are noticeably reduced.
The quality of ads - the rating and the possibility of getting into best block and ad position.
Block of impressions. In special placement, your ad will be seen by more users, since the block is located on the first screen without scrolling.
Formats. Due to this, the more available ad formats you use, the more placements it can receive on the search results page, allowing you to reach a wider audience.

To increase your reach, you need to use more directions when searching for keywords, but do this based on an analysis of the interests of the target audience, so as not to end up with junk traffic.

1. Which statement about the option in networks “Keep the cost of a click below the average cost of a click on search” is incorrect?

2. Is it possible to refuse to place an ad on YAN networks and search sites?

3. What does the audience coverage indicator mean on the Internet?

4. What does reach mean on the Yandex.Audience page?

5. What file formats does Yandex.Audience support?

6. Why is the “reach” value on the Yandex.Audience page greater than the number of loaded contacts?

8. Is it possible to change bids on phrases when loading a campaign using XLS file?

9. For which ad phrases are entry prices calculated for positions on the bidding page?

11. What strategy must be set in the campaign to be able to set up hourly bid adjustments?

12. What method of increasing click-through rates does not violate the requirements for advertising materials?

13. How to advertise more effectively with images?

14. How is Account Quality Score calculated and how often is it updated?

15. How are Rich Format ads shown on mobile?

16. Choose the correct continuation of the statement. CTR accumulated for additional relevant phrases:

17. Why are not all the goals that are in Metrica included in the “optimization of DRF impressions by goal” tool?

18. Is it possible to disable impressions for any keyword in an ad?

19. The advertiser indicated requests for an advertising campaign for the sale of kitchen sets: kitchens, Italian kitchens, Moscow kitchens. After some time, the advertiser sees changes in his interface: kitchens -photo -download -assembly -Italian -Moscow. Choose the correct statement:

20. Which statements about uniform negative keywords per campaign are true?

21. What information is received when subscribing to the site availability monitoring notification service?

22. Select required condition, in which transitions from Direct will be correctly taken into account by Metrica:

23. How can geographic targeting affect keyword bids?

24. What is search price?

25. Where do image ads appear?

26. What CTR is taken into account when calculating the guarantee entry price and the 1st place price?

27.Choose the correct continuation of the statement. When selecting ads to display in all positions of search results, the following are taken into account:

28. Can I allocate a separate budget for each ad in a campaign?

32. Is it possible to build a report that will contain statistics data for 2 campaigns out of 10 active campaigns on the login at once?

33. In which report can you not see specific additional relevant phrases that were selected by Direct?

34. Choose the most complete continuation of the statement. The number of clicks at the top of the advertising campaign page is...

35. What is the maximum date range for which statistics are available in the Report Wizard?

36. Key phrase: colored lenses. Which of these search terms will NOT show your ad?

37. Key phrase [Store rack]. The square brackets operator is used. Which of these search terms will your ad show for?

38. Single negative keywords are indicated for the campaign: -repair -free. The campaign has a key phrase (laptop repair). In this case:

39. How many keywords can I add to one ad group?

40. In which Word Finder report is it impossible to use the (square brackets) operator?

41. Which ad headline uses the template?

43. How many ads can be shown on mobile devices in a block Guaranteed impressions?

44. Upon request (flower delivery), we see a Direct advertisement on the smartphone. Is it possible to call immediately without going to the ad site?

45. Can images appear in ads on mobile devices?

46. How many ads can be displayed on mobile devices in the Special Placement block?

48. What documents must be provided to advertise insurance services?

51. What documents must be sent for posting in Yandex.Direct next text ads (impressions Russia):

53. For what period does the system maintain the expense specified by the advertiser with the selected “Weekly budget” strategy?

54. Choose the correct continuation of the statement. When choosing the "weekly budget" strategy...

55. What is the minimum number of clicks that must be specified when choosing the Weekly Click Package strategy?

56. Which statement about how the Weekly Click Pack strategy works is false?

57. How is the cost per click calculated on sites? Advertising network Yandex and external networks?

59. Choose the correct continuation of the statement. The audience selection period (from 1 to 90 days) cannot be set for:

60. For what topics are displays possible based on the audience selection criteria?

63. There are several advertisements in the group. What price is displayed in the "Search Price" column?

64. An advertiser has 100 ad groups in a campaign. Only 10 are shown on the page. If the advertiser sets a bid of 30 rubles. Using the "Set CPC for all phrases on the page" tool, how are bids applied?

65. What impressions are affected by the Advanced Geographic Targeting option enabled?

66. Choose the correct continuation of the statement. Keywords:

67. Is there minimum time ad impressions that can be set using time targeting?

68. What is the job of Autofocus?

69. When and how does Site Availability Monitoring work?

70. How does the “Take into account holidays” option work in the time targeting settings?

71. What information can I receive by subscribing to SMS notifications?

73. Upon request, there are no advertisements in the Special Placement, and the price of entry to this block is very high. Why?

74. Choose the correct continuation of the statement. The minimum price valid for a search is calculated:

75. Can I delete a campaign for which I have already created an invoice?

76. Is it possible to issue an invoice in the Direct interface to pay for several advertising campaigns?

77. Can I change my account currency?

78. For which payment method are there no restrictions on the payment amount?

79. What is the minimum invoice amount for payment in Direct?

80. How to find out on which YAN platform an ad was issued maximum amount clicks? Select the most complete and accurate answer:

81. How can I find out how many times campaign ads were shown during a selected period based on automatically added phrases?

82. In which report can I see for which phrases dynamic ads were shown?

83. Is it possible to see in the statistics on which YAN and external networks sites the ad was shown?

84. In which report can you not see specific additional relevant phrases that were selected by Direct?

85. Which option for specifying a key phrase for a product with the name “1.5 mm cable” would be INCORRECT?

86. Key phrase: choose glasses -like -photo -profile. For what query will the ad be shown?

87. Should misspelled phrases be added to the list of key phrases?

88. What should a user's query look like to get impressions for the word (sofa) and exclude impressions for the term (leather sofa)?

89. What are the words in Direct called that are automatically excluded from the user’s request when selecting ads for display?

90. The group has a regular ad and a mobile one. Which one will be shown on a mobile device?

91. What CTR is taken into account when selecting ads on mobile devices?

92. How many sitelinks can be shown in ads on mobile devices?

93. The group consists of two mobile ads. Can they be shown on desktop?

95. In what currency should prices be indicated in the ad when targeting the Russian Federation?

97. For what period does the system maintain the expense specified by the advertiser with the selected “Weekly budget” strategy?

98. Which strategy allows you to limit your total spending for the week?

99. Choose the correct continuation of the statement. When choosing the “Weekly Budget” strategy:

100. Is it possible to change display strategies after the start of an advertising campaign?

101. How can I disable impressions on a selected site?

102. What type of data cannot be used to create a segment in Yandex.Audiences?

103. What conditions for selecting an audience are not included in Direct?

104. Which scenario for using audience selection conditions is NOT possible?

105. Is it possible to combine Metrics goals, Metrics segments and Audience segments in one condition for selecting an audience?

106. On the edit page for group 1 from the “New” campaign, audience selection condition A was created in the login login. For which ad groups will selection condition A be available?

107. Created a new campaign. Opposite the key phrase we see the prices of the positions. Are competing listings taken into account in item prices?

108. What strategy should be set in the campaign so that you can set up hourly bid adjustments.

109. Are bid adjustments applied to audience matching conditions?

110. What information can be added in clarifications?

111. What is the purpose of monitoring changes in positions by phrases?

112. What is the work of time targeting in Yandex.Direct?

113. What happens when you enable the “External Internet Statistics” option in Campaign Settings?

114. What are ad group tags used for?

115. Choose the correct continuation of the statement. To reduce the minimum price valid for searches, you need to:

116. Why can the price of entry to a Special Placement be the same as the price of the 1st Special Placement?

117. How often is the cost per click data updated in the advertiser interface?

118. Residents of which countries have access to deferred payment?

119. Choose the most complete continuation of the statement. From a stopped campaign you can transfer:

120. Is it possible to transfer funds from a campaign that is running or in the “activating” status?

121. What can you choose when creating a report in the Report Wizard?

122. What data is included in all statistical reports for the selected time period?

123. What is the function of the " " (quotes) operator that encloses a key phrase?

124. How many negative keywords can there be in a query?

125. What are the names of the words for which an ad will not be shown for queries?

126. What is the function of the + (plus) operator?

127. A key phrase has been added to the ad. Repair a kettle - how - instructions - download. For what query will the ad be shown?

129. Which statement about the design of quick links is correct?

130. What is the minimum budget that can be set when choosing the “Weekly budget” impression strategy?

131. When you select the "Weekly Budget" strategy on the campaign page, you can configure the priority of keywords (high, medium, low). What does this mean?

133. Is it possible to create an audience selection condition that consists only of unfulfilled goals (the “Not a single one has been fulfilled” block)?

134. The metric counter and the Direct campaign are located on different logins. What condition must be met for the counter's goals to be achieved in order to set up an audience selection condition in Direct campaigns?

135. The advertiser in the campaign parameters set a downward adjustment for women over 45, and in the ad group set an upward adjustment for the same audience. What adjustment will be applied when this ad set is shown to the specified audience?

136. In what sections of the interface can you assign bid adjustments?

137. An advertiser has 100 ad groups in a campaign. Only 10 are shown on the page. If the advertiser sets a bid of 30 rubles. Using the "Set click price for all phrases on the page" tool, how bids are applied

138. The group contains only mobile ads. For impressions on which devices are the recommended prices for entering blocks indicated?

139. Choose the correct continuation of the statement. When creating an advertising campaign, advanced geotargeting:

140. What types of campaigns can you add images to to increase your ad's appeal?

142. Is it possible to add a single address and phone number for all campaign ads at once?

143. How can I prevent ads from being shown for a specific additional relevant phrase?

144. Choose the correct continuation of the statement. When selecting advertisements To display in all positions of search results, only the following are taken into account when calculating the CTR:

145. How is an ad selected for the search results page for Direct ads?

146. In what order are ads shown in Special Placement and Guaranteed Impressions?

147. What are the maximum payment amounts for Auto Top-up?

148. What impressions and clicks are shown on the bidding page?

150. Key phrase: apartments by!hours. Which of these search queries will not show your ad?

153. Which of these quick links are typed correctly?

154. What set of documents is needed to advertise one dietary supplement in Direct?

155. What ad text meets the moderation requirements?

156. Which product should have an age limit?

157. What happens if, when selecting one of the automatic control strategies, all key phrases are set to high priority?

158. Is it possible to limit the maximum cost per click when choosing a strategy with automatic control rates?

160. Key phrase: "speed reading courses." The quote operator was used. Which of these search terms will NOT show your ad?

161. Key phrase: T-shirts + with inscriptions. Which of these search terms will NOT show your ad?

162. Choose the wrong statement about the operator! (Exclamation point)

163. What does the + (plus) operator fix when choosing words?

166. The ad contains all the additions (business card, quick links, clarifications), there is a Market rating, and Contact Information takes up two lines. What additions may be indicated in this case?

167. What is the minimum price valid for search?

168. What set of documents is needed to advertise a group of dietary supplements in Direct?

169. Is it possible to set up different impression schedules for Search and Networks in one advertising campaign?

170. Is it possible to customize automatic creation and regular sending of statistical reports in Direct?

171. What conditions must be met to select the “Weekly Budget: Maximum Conversion” strategy?

172. If, when choosing the “Weekly budget” strategy, there is no limit on the maximum cost of a click, then what will be the maximum cost of a click?

173. Select from the list an impression strategy in which bids are set manually by the advertiser?

174. Where can I set the hourly CPC adjustment?

176. How can I bulk set one price for all campaign phrases via the web interface?

177. What types of campaigns display "Search Price" on the bidding page?

178. In what case will an ad be displayed for the request “buy flowers in Moscow” if the user is in Vladivostok?

179. What does the letter “U” mean next to a key phrase in an advertising campaign?

180. How does the cost per click differ for the same ad when clicking on a link leading to the advertiser’s website and when clicking on the “Address and telephone” link?

181. Where is an ad shown that has a bid lower than the minimum current search bid?

182. Choose the correct continuation of the statement. If the phrase of a regular ad is wider or equal in precision to the phrase of a dynamic ad, then:

184. How can I pay for Direct services using a payment code?

185. Which ad element cannot be specified as a click location in the Report Wizard?

186. A key phrase has been added to the ad: repair a kettle -how -instructions -download. For what query will the ad be shown?

187. What the operator secures! (exclamation mark) when choosing words?

188. What does the “” (quotation marks) operator fix when selecting words?

189. How often is Yandex.Direct updated with data about an app from the store?

191. What documents must be provided to advertise a group of pyrotechnic products in Direct?

192. What is the maximum hourly CPC adjustment that can be set?

193. What happens if the cost per click set by the advertiser exceeds the remaining amount Money on the campaign?

194. What is maximum amount payment by bank card?

195. On the bidding page next to the keywords there is one number of clicks, and in the “By Keywords” report there is another. Why do the numbers differ?

196. In which report is data on transitions from External networks available?

197. Key phrase: !road repair. Which of these search terms will NOT show your ad?

198. Key phrase: acrylic!baths. Which of these search terms will NOT show your ad?

199. How many ads can be shown on mobile devices in the Guaranteed Impressions block?

200. What document must be provided to advertise a pharmacy in Direct?

201. What is the minimum number of clicks that must be specified when choosing the Weekly Click Package strategy?

202. The rate per phrase is 1 ruble. The client specified a downward adjustment of -90% for men of all ages. At what rate will an ad for this phrase be shown to men?

203. What happens to CTR if you stop impressions for a keyword?

204. For which DRF modes can target optimization be installed?

205. Is it possible to see the names of SSP network sites where ads were displayed?

206. Is the case of letters and word order taken into account in a key phrase?

208. How can I change the email address to which notifications about the progress of an advertising campaign are sent?

209. Is it possible to set the start and end date of an advertising campaign?

210. Choose the correct continuation of the statement. Advertisements are considered similar if:

211. Is it possible to fix a certain order words in a keyword phrase?

212. Key phrase: makeup courses +for +yourself. Which of these search terms will NOT show your ad?

215. In what case does the system independently regulate the cost of a click?

216. Is it possible to block ads for certain IP addresses?

217. How are ads selected for the search results page for Direct ads?

218. What is Special Accommodation?

219. Which statement about the operator - (minus) is true?

221. What documents must be provided to advertise insurance services?

222. Select all possible options, for which you can set bid adjustments:

223. Select the incorrect continuation of the statement. Dynamic ads are created based on:

224. For which objects in Direct can you set up geographic targeting?

225. How are ads selected for the Guaranteed Impressions block?

227. What documents must be provided to advertise technical inspection services Vehicle in Direct?

229. How is CTR taken into account when calculating entry prices for the Special Placement and Guaranteed Impressions blocks?

230. Is it possible to see in statistics how many clicks were made on quick links?

231. What a statement about the operator! (exclamation mark) incorrect?

232. Key phrase: "quests in Moscow." The quote operator was used. Which of these search terms will your ad show for?

233. What is the difference between operators! (exclamation mark) and + (plus) when choosing words?

236. Can I automatically adjust my CPC at various times throughout the day?

237. The Metrica counter and the Direct campaign are located on different logins. What condition must be met for counter goals to be available for setting up audience selection conditions in a Direct campaign?

239. Are bid adjustments applied to audience match bids?

240. Can I set up two email addresses for notifications in a campaign?

242. How are all monetary indicators indicated in the advertiser’s account?

243. Key phrases are added to one ad group: buy a sofa, buy a red inexpensive sofa. What will the list of keywords look like after saving the ad?

244. Key phrase: [store rack]. The square brackets operator is used. Which of these search terms will your ad show for?

247. What requirement applies only to a letter of guarantee from an individual?

248. What are Dynamic Impressions?

249. What are Guaranteed Impressions?

250. Is there a limit on the number of words in one keyword phrase?

251. Key phrase: buy gum. Which of these search terms will NOT show your ad?

253. What CTR do we see on the bidding page?

254. For which objects can you set up time targeting in Direct?

255. Is it possible to specify a time zone in the time targeting settings?

256. Choose the correct continuation of the statement. When setting a cost per click, the window for entering a bid is highlighted in pale red if:

257. The advertiser, using the price wizard, set the setting “On search: set the price of the 1st Special Placement + 10% of the price but not more than 100 rubles.” Having logged in after 2 hours, the advertiser sees that the bid is not enough to get into the Special Placement. Why could this happen?

258. Choose the correct and most complete statement about negative keywords.

Show ads with video or image. Get conversions at a given average price

You have chosen the “Manual bid management” strategy and configured impressions only in networks. What impression management options are available to you?

What indicators can be optimized using automatic Direct strategies?

Which of the following strategies can be recommended to reduce the cost of conversion while maintaining the same budget?

If you select the Weekly Budget strategy and do not set a maximum cost per click limit, what is your maximum cost per click?

The auto repair shop advertises a routine maintenance service. The workshop can service no more than 50 cars per week, advertising budget limited. What strategy is suitable in this case?

Select tasks that can be solved using automatic strategies in Direct.

What conditions must be met in order to select the Weekly Budget: Maximum Conversion strategy?

The advertiser plans to expand his business, so he wants to attract the maximum audience to the site. Which automatic strategy solves this problem?

Over what period will the system try to spend a given amount if you select the “Weekly budget” strategy?

Large online store household appliances is planning a sale of heaters. It is important for the store to maintain a certain percentage of return on investment. Which automatic strategy is suitable in this case?

The key task of the advertiser is to increase the benefits from investments in online advertising or maintain it at a certain level. What strategy can be recommended to an advertiser?

In what case does Direct optimize the cost of a click, conversion or other indicators, without going beyond the restrictions set by the advertiser?

When you select the Weekly Budget strategy on the campaign page, you can set the priority of keywords (high, medium, low). What does this mean?

The campaign selected the “Weekly Budget: Maximum Conversion” strategy. The advertiser raised the prices per click, leaving the budget unchanged. There were more conversions, and their average price decreased. Why?

The advertiser delivers drinking water to apartments, houses and offices in Moscow. Target advertising campaign on the search - to increase the number of orders for water delivery to apartments and houses. Select the most suitable queries.

Key phrase: electric boiler for heating. For which search query will your ad not be shown?

Key phrase: [towel dispenser]. The square brackets operator is used. For which search query will your ad not be shown?

The ad group uses key phrases: buy a husky puppy, husky puppies, husky puppies in Moscow. Advertisement title: #Husky puppies# in Moscow. How will the phrases be inserted into the title?

A user is looking for flights from Oslo to Chicago. Select the option of using operators that will allow the advertiser to correctly take into account the direction of the flight

Key phrase: buy an apartment + in Moscow. The plus operator is used. What search queries will be shown for?

Key phrase: last minute [tours to Egypt]. The square brackets operator is used. What search queries will be shown for?

Key phrase: buy a stroller. For what search query will there be no impressions?

The goal of the online campaign is to increase the number of installations of a mobile application for reading books with a built-in library. Select the most relevant queries.

Request: everything for artists. Select options for using operators in which search system will take into account all words in the request.

The ad group uses key phrases: Buy a smartphone up to 20,000, Buy inexpensive smartphone, Inexpensive smartphones. Ad title: #Smartphones from RUB 10,000#. How will the phrases be inserted into the title?

Key phrase: holiday + on Baikal. The plus operator is used. Which of these search terms will not show your ad?

Search term: how to grind coffee. Select a combination of operators that will allow you to take into account all word forms in the query.

Key phrase: inexpensive vacation. Which of these search terms will your ad show for? The display condition is a phrase.

In what parts of the ad can the template be used?

The user is looking for a bus from Moscow to Riga. Select an option for using operators that will allow the advertiser to correctly take into account the direction of the bus.

Key phrase: !sell a smartphone. Operator used Exclamation point. What search queries will be shown for?

Request: used car. Choose the correct use of operators so that the search engine will take into account all the words in the query.

Key phrase: buy a house inexpensively. What user queries will trigger the ad?

The ad group uses key phrases: buy a women's bag, buy a leather bag, buy a summer bag. Ad title: #Buy a women's bag#. How will the phrases be inserted into the title?

The ad title uses the following template: #Registration at the dentist's office#. Key phrases of the group: Sign up for a dentist's office, Dentist's office, Find a dentist's office. The ad was displayed using an additional relevant phrase: dental office. What will the user see in the title?

Key phrase: discount coupon. Negative phrase: "discount coupon". The negative phrase uses the quote operator. What search query will not show any impressions?

Search query: how to pass MOT. Select a combination of operators that will allow you to take into account all word forms in the query.

Search query: how to pass MOT. What combination of operators will fix the form of each word?

Key phrase: buy a car + in the bottom. The plus operator is used. For what search queries will there be no impressions?

Key phrase: "Moscow-Chelyabinsk tickets." The quote operator was used. What search query will the ad be shown for?

Key phrase: concert tickets. For which search query will your ad not be shown?

Key phrase: how to grind pepper. Operators are not used. What search queries will the ad be shown for?

The advertiser is engaged in corporate catering and baking. The goal of the advertising campaign in networks is to increase the number of corporate orders for baked goods. Select the most relevant queries.

Advertiser - art school. The purpose of the search advertising campaign is to attract new students to watercolor courses. Select the most relevant queries.

On the bidding page next to keywords one number of clicks, and in the “By Key Phrases” report - another. Why do the numbers differ?

Where can I see in statistics how many clicks there were on a virtual business card?

What impressions and clicks are shown on the bidding page?

How to determine the type of conditions for displaying an ad?

Which of the following actions can lead to an increase in the CTR of a phrase?

What CTR do we see on the bidding page?

The order form on the website has been simplified. What indicators might this affect?

In the search campaign you found a large number of non-targeted requests. There are a lot of clicks on them, but there are no conversions on the site. How to find and cancel such requests in Direct statistics?

What is indicated in the “Conversions” column in Direct statistics?

Maria wants to redistribute the campaign budget to the most effective display regions and devices. But first she needs to figure out which devices and regions consistently show good result. How to quickly get this data?

The number of impressions for the phrase has increased. CTR phrases, conversion rate (CR) and cost per click (CPC) remained unchanged. How will the target price change?

The account has several campaigns. Of these, three work for the same region, but with different products. You need to build a report only for these campaigns. What are the ways to do this?

Metrica reports show that the campaign had many conversions from Direct for the same search query. How to find out what keyword the impressions were for?

The system selected an additional phrase (apartment humidifier) ​​with a higher CTR and conversion rate than the original phrase (home humidifier). What can you do with an additional phrase to increase the effectiveness of your advertising campaign?

How can adding negative keywords to a keyword affect the performance of an advertising campaign?

One of the key phrases shows a significantly lower percentage of conversions for the Purchasing goal than the others. How to reduce the cost of conversions from this phrase?

How is the CTR forecast calculated in Direct?

What does audience reach in networks mean?

Throughout the online store campaign, high minimum price, acting on search. What can I do to reduce it?

How can I manage impressions based on synonyms and additional relevant phrases?

The ad is shown based on key phrases and audience selection conditions to those who have already been to the advertiser’s website. At the same time, the campaign is set to adjust rates for women over 45 years old. Which setting will work on the search if the user matches both?

What opportunities and advantages does placing ads on networks give an advertiser?

Advertising campaign ads are shown both in search and in networks. CTR in networks is lower. How will this affect the ads that appear in searches?

Why can the price of entry to special accommodation be the same as the price of the first place in special accommodation?

Your client is looking for his ad in a specific position on specific phrase, but sees him in a different position. Your location regions and display regions are the same. Why can an ad be shown in different positions to you and the client in a search?

The campaign is shown only on networks. In the ad group there is the phrase “cheap tours to Egypt” (in quotes). How will ads from this group be shown?

On what platforms can Direct ads be shown?

Which statements about ad impressions on networks are true?

The group has a regular ad and a mobile one. Which one will be shown on a mobile device?

Where is an ad shown that has a bid lower than the minimum bid in search?

What metrics are taken into account when selecting ads to display in all search result positions?

The ad is shown based on the audience selection condition to those who abandoned the order on the advertiser’s website. At the same time, the campaign adjusts rates for men aged 35 to 44 years. What settings will affect display on networks if the user matches both?

In what places can image ads be shown?

How are ads selected for the block of guaranteed impressions?

Choose the correct continuation of the statement. If the phrase regular ad equal in accuracy to the dynamic declaration phrase, then:

The system selected an additional phrase (apartment humidifier) with a higher CTR and conversion rate than the original phrase (home humidifier). What can you do with an additional phrase to increase the effectiveness of your advertising campaign?