Post by moon125 on Nov 10, 2024 5:43:49 GMT
Google has turned off advertising in Russia, and advertisers logically rushed to Yandex. As a result, competition has increased significantly, and now it is not enough to just be a good direct marketer, you need to strive to be the best in order to survive in this flow.
What knowledge and skills are needed to become a cool Yandex advertising specialist? We have prepared a mini-cheat sheet.
Analytics and reports:
Analysis of search queries. Each specific word. Because "apartment with renovation" and "renovation in the apartment" are the same query for Yandex.Direct.
Ability to work with statistics and reports. Ability to generate reports for a task.
Remember that the longer the report, the fewer questions there will be about it.
If it works, don't touch it!
Working with clients:
The ability to communicate with the client, because becoming a Yandex Direct specialist is easy, but becoming a negotiation specialist is a lifelong shopify website design journey. Understanding that advertising cannot be controlled. Ability to convey the previous point to the client. A philosophical approach to other people's money. Learn the phrase: “I can’t give you an answer now, I need to think about it” (this saves in all difficult situations with clients). Don't be guided by your own sense of taste when creating creatives in YAN/KMS. Only by the desires of the target audience!
Extract maximum information from the client at the start. The client knows his business better than you do.
...but the client doesn't know how to run Direct . That's why advice needs to be filtered.
Transfer all the information from your head to a notebook (paper or computer), because you will definitely forget or your head will explode.
When clarifying situations regarding a project, rely only on statistics in the office.
To work with advertising:
Single-tasking (yes, multi-tasking is trendy, but it will create problems here).
Fearlessness and caution in decision making.
Google everything!
Watch other professionals work.
Call support with stupid questions.
Do not rely on Yandex support advice on running an advertising campaign. Their goal is your money, not the effectiveness of the project.
Working with the advertising account:
Working with rates takes up 2% of the total amount of time spent on tasks.
Changes must be made slowly, because if they fail, it will be unclear what led to it.
Make rate adjustments with caution.
Phrases in YAN should not be disabled. It is unknown how this works, but it is better to simply cut the budget than to disable it.
Learn the basics of Tilda/WordPress/HTML. It will come in handy.
Explore the Direct account.
This is just a short list of skills required by a director. But by focusing on it, you will have a clear idea of the direction in which to move and develop.
What knowledge and skills are needed to become a cool Yandex advertising specialist? We have prepared a mini-cheat sheet.
Analytics and reports:
Analysis of search queries. Each specific word. Because "apartment with renovation" and "renovation in the apartment" are the same query for Yandex.Direct.
Ability to work with statistics and reports. Ability to generate reports for a task.
Remember that the longer the report, the fewer questions there will be about it.
If it works, don't touch it!
Working with clients:
The ability to communicate with the client, because becoming a Yandex Direct specialist is easy, but becoming a negotiation specialist is a lifelong shopify website design journey. Understanding that advertising cannot be controlled. Ability to convey the previous point to the client. A philosophical approach to other people's money. Learn the phrase: “I can’t give you an answer now, I need to think about it” (this saves in all difficult situations with clients). Don't be guided by your own sense of taste when creating creatives in YAN/KMS. Only by the desires of the target audience!
Extract maximum information from the client at the start. The client knows his business better than you do.
...but the client doesn't know how to run Direct . That's why advice needs to be filtered.
Transfer all the information from your head to a notebook (paper or computer), because you will definitely forget or your head will explode.
When clarifying situations regarding a project, rely only on statistics in the office.
To work with advertising:
Single-tasking (yes, multi-tasking is trendy, but it will create problems here).
Fearlessness and caution in decision making.
Google everything!
Watch other professionals work.
Call support with stupid questions.
Do not rely on Yandex support advice on running an advertising campaign. Their goal is your money, not the effectiveness of the project.
Working with the advertising account:
Working with rates takes up 2% of the total amount of time spent on tasks.
Changes must be made slowly, because if they fail, it will be unclear what led to it.
Make rate adjustments with caution.
Phrases in YAN should not be disabled. It is unknown how this works, but it is better to simply cut the budget than to disable it.
Learn the basics of Tilda/WordPress/HTML. It will come in handy.
Explore the Direct account.
This is just a short list of skills required by a director. But by focusing on it, you will have a clear idea of the direction in which to move and develop.