Understanding how the Yandex.Direct platform works is crucial for running successful ad campaigns if you’re venturing into digital marketing using Yandex.
Direct is a powerful advertising tool, but like any platform, mastering its features requires a solid grasp of its core elements.
In this article, we’ll explore everything from Yandex Partner status to creating sub-logins, Search and Display ads, budget forecasts, payment methods, and whether you can change your account currency after it’s set.
Understanding Yandex Partner Status in Direct
Agency partners seeking to cement their expertise and reputation within the Yandex advertising ecosystem are highly seeking Yandex Partner status.
To achieve Partner status, an agency must meet specific criteria laid out by Yandex. These criteria typically include managing significant advertising accounts and maintaining high ad spending over time.
So, why does Partner status matter? Becoming a Yandex Partner offers several advantages.
Not only does it grant your agency credibility in the eyes of potential clients, but it also provides access to exclusive resources. Yandex Partners often receive advanced training, priority support from Yandex, and early access to new features and tools.
These perks can give your agency a competitive edge and help you manage campaigns more effectively for your clients.
To become a Yandex Partner, you must consistently demonstrate performance excellence. Effectively managing your clients’ campaigns, maintaining high-quality ads, and delivering strong ROI will naturally lead to higher ad spending, pushing you closer to achieving Partner status.
Creating a Sublogin for a Client in Your Agency Account
Managing multiple clients under a single Yandex.Direct agency accounts can quickly become complex. That’s where the ability to create sublogins comes in handy.
A sublogin allows clients to access their advertising accounts through your agency account but with limited access rights. Here’s a step-by-step guide on how to create a sub-login for your client:
- Step 1: First, log in to your Yandex.Direct account.
- Step 2: Navigate to the settings section of your agency account.
- Step 3: Under “Access Management,” you’ll see an option to add a new sub login.
- Step 4: Enter your client’s Yandex account email address or username in the required field.
- Step 5: Assign access levels to the client. You can choose between viewing rights, which allow clients to monitor campaigns but not make changes, or managing rights, which will enable them to edit and manage their campaigns actively.
- Step 6: Confirm the setup; your client will now have access through their sublogin.
This feature is essential for agencies managing client campaigns. It allows clients to see the work done while ensuring control remains within the agency. Sublogins also streamline collaboration, enabling better communication and transparency between the agency and the client.
Search and Display Ads in Yandex. Direct: Key Differences
Yandex.Direct offers two main ad types: Search ads and Display ads. Understanding how these ad types work and where they appear can help you optimize your campaigns for the right audience. Let’s break down the key differences:
- Search Ads: These ads appear directly in Yandex’s search engine results when users enter specific queries. Search ads are driven by keywords, meaning they target users based on their search intent. If you’re aiming to reach potential customers actively searching for a product or service, Search ads can be highly effective.
- Display Ads: Conversely, display ads are shown across Yandex’s extensive network of partner websites. These ads are primarily targeted based on user behaviour and demographics rather than search intent. Display ads are great for brand awareness campaigns, as they can reach a broad audience across various websites.
Choosing the Right Campaign Type
- You should opt for search ads if you’re targeting users who are actively searching for specific products or services. Search ads generally lead to higher conversion rates because they capture users at the moment of intent.
- Display ads are perfect for building awareness and engaging users who might still need to search but fit your target demographic actively. They work well in retargeting campaigns or when you want to reach new audiences.
Can the Client Independently Pay for Their Advertising Placement?
A common question agencies face is whether clients can independently pay for their campaigns using the agency’s Yandex.direct account. The answer is no. The payment responsibility typically falls on the agency when a client is connected to an agency account.
This setup ensures that the agency maintains control over campaign budgets and spending.
It also simplifies billing, as clients usually pay the agency directly, and the agency manages the Yandex.Direct payments.
While this might sound restrictive, it’s an effective way to centralize financial management, preventing confusion over who’s responsible for what payments.
Making a Budget Forecast in Yandex.Direct
One of Yandex. Direct’s powerful feature is its budget forecasting tool. This tool allows agencies and advertisers to estimate how much their campaigns will cost based on keywords, target audience, and ad formats. Here’s how you can use it:
- Step 1: Access the Yandex.Direct interface and choose the campaign you want to forecast.
- Step 2: Use the built-in forecasting tool to input critical details such as keywords, bid amounts, and targeting settings.
- Step 3: Yandex.Direct will provide an estimate of your potential budget, showing how much you’ll likely spend to achieve your desired level of reach or engagement.
This forecasting tool is invaluable for planning your campaign strategy. It helps ensure that your budget aligns with your campaign goals and provides insights into how much visibility and clicks you can expect for your chosen keywords.
What Payment Methods Are Available in Yandex.Direct?
Yandex.Direct supports a range of payment methods, making it convenient for agencies and advertisers to pay for their campaigns. The available payment methods include:
- Bank Transfers: Traditional bank transfers are available, allowing businesses to pay directly from their accounts.
- Credit/Debit Cards: Advertisers can pay using major credit and debit cards, making it easy to manage payments in real-time.
- Yandex.Money (YooMoney): Yandex’s own electronic payment system is also an option for quick and seamless transactions.
- E-Wallets: Yandex.Direct also supports various e-wallets and electronic payment systems, which can be handy for international clients.
A range of payment methods ensures flexibility, enabling advertisers to choose the option that best suits their financial setup.
Agencies often use bank transfers for large campaigns, while smaller businesses may opt for credit cards or e-wallets for more straightforward payments.
Is It Possible to Change the Account Currency After Creation?
One of the most important decisions you’ll make when setting up your Yandex.Direct account is choosing the currency.
Unfortunately, once an account’s currency is set, it cannot be changed. When creating an account, you must be certain which currency to use, as this decision is permanent.
Why is this restriction in place? The currency setting affects many aspects of campaign management, including payment methods, bidding, and budgeting. Allowing currency changes mid-campaign could lead to confusion and inconsistencies, so Yandex.Direct has opted to lock the currency once it’s selected.
This is a crucial consideration for agencies working with international clients. Before setting up their account, confirm with your client what currency they prefer to use.
Conclusion
Yandex.Direct offers a powerful platform for advertisers and agencies alike, but mastering its features is critical to driving successful campaigns.
There’s much to learn, from understanding Yandex Partner status to creating sub logins, managing Search and Display ads, making budget forecasts, and choosing the correct payment method.
By leveraging these features effectively, you can optimise your Yandex.Direct campaigns, deliver better client results,, and position your agency as an expert in the Yandex advertising ecosystem.
