Contextual advertising specialist: Yandex Direct - rate 37,800 rub. from Netology, training 4 months, Date November 28, 2023.
Miscellaneous / / November 29, 2023
Contextual advertising specialist helps attract new customers to the site. He places paid advertising on the Internet: selects keywords, sets up campaigns and analyzes their effectiveness. Properly prepared contextual advertising gives quick results - the first clients can come within a few hours after launch.
60% of Internet users in Russia look for information on Yandex. In the new realities of the market, Yandex Direct is the only large Russian service for advertising online
Among the clients: Rambler, Sony, Siemens, Ascona, PIK, Travelata and more than 300 customers in various segments
Head of RPC department, Husky Digital
Teaches the discipline “Effective Enterprise: Process Management, Procurement, Tenders”
Marketing Director at Site Factory, digital strategy consultant iConText Group
Specialist in building digital strategies (formed and implemented for the companies Ingate, Rookee, netPrint, Site Factory)
Lead performance marketer at Ingate. Over five years in the digital field, she gained experience in projects in the field of auto, e-commerce, b2b, entertainment, SAAS, education, real estate
Core expertise in digital strategy, performance marketing, web analytics and project management
Project management specialist (more than 15 successful Internet marketing projects in b2b and b2c, including: Ingate, Rookee, Stream Telecom, TTS, Laura, R-Motors, Sigma-Motors, netPrint, Factory sites)
Performance marketer (increased the number of targeted leads by 20% with a reduced budget; increased revenue from performance channels by 25% compared to the previous year without increasing the marketing budget)
Basics of working with contextual advertising 5 hours of theory 4 hours of practice
Find out the key metrics of contextual advertising. Learn to calculate your budget and maximum cost per click.
- Introduction to contextual advertising
- Media planning
- Budget management
- Sales funnel
- Yandex ecosystem
Yandex Metrica 5 hours of theory 9 hours of practice
Learn how to set up the Yandex Metrics counter. Find out the capabilities of the service for working as a PPC specialist. You can use standard reports and create your own for a specific task.
- The essence of web analytics
- UTM tags
- Overview of the main features of Yandex Metrics
- Creation, installation, configuration of a counter on the site
- Reports: standard and custom
Semantics in Yandex Direct 8 hours of theory 6 hours of practice
You will understand how to save your advertising budget through a properly assembled semantic core. Learn to work with non-standard and complex projects.
- Base for collecting the semantic core. Selection of semantic core
- Morphology of Yandex Direct. Features of collecting key phrases, stop words, operators and negative words
- Yandex Direct account architecture
- Complex semantic cores
- Master class on collecting semantic cores
Effective advertisements 4 hours of theory 6 hours of practice
Learn to write ads that will make your product stand out from the rest of the advertising results.
- Formulating a universal selling proposition
- Analysis of search results by competitors
- Grouping of key phrases
- Moderation of ads in Yandex Direct
Setting up an advertising campaign in Yandex Direct search 3 hours of theory 8 hours of practice
You will make all the settings for search advertising campaigns. You will learn what nuances to pay attention to so as not to waste your budget.
- Auction in Yandex Direct: principle of operation
- Setting up an advertising campaign in Yandex search
-Manage campaigns using upload files
- Yandex Direct Commander - a tool for mass campaign editing
Setting up an advertising campaign in YAN 3 hours of theory 3 hours of practice
Find out the difference between an advertising campaign in Yandex and YAN search. Learn to create creatives and write advertisements taking into account the peculiarities of YAN.
- Differences between YAN and Yandex search. Target audience, USP
- Features of semantic selection and types of targeting in YAN
- Advertising formats in YAN
- Advertising strategies
- Setting up YAN campaigns
Retargeting and Yandex Audiences 2 hours of theory 6 hours of practice
You will learn how to return interested users to your website using Yandex retargeting mechanisms.
- Concept and application of retargeting
- Yandex Audience Service
- Setting up retargeting conditions
- Search retargeting classes
- Smart banners
Audit of advertising campaigns in Yandex Direct 3 hours of theory 2 hours of practice
Learn to spot common mistakes in Yandex Direct advertising campaigns. Conduct an audit. Consider whether the ads are written correctly, how well they position the product, and whether all extensions are used. You will understand the correctness of the campaign parameters settings.
Preparation for launch and optimization of advertising campaigns 1 hour of theory 4 hours of practice
You will understand how and by what means to improve advertising campaigns. You will carry out optimization.
- Report Wizard
- Yandex Metrica reports for optimization
- Methodology for optimizing advertising campaigns
Final project 2 hours theory 13 hours practice
You will practice the knowledge and skills acquired during the training process: planning a budget for an advertising campaign, working with semantics, setting up an advertising account in Yandex, data analysis. Get feedback from experts.
- Project description: site analysis, seasonality of demand, target audience, USP
- Competitive analysis
- Collection of semantic core for the project
- Connecting analytics systems to the project: Yandex Metrica
- Setting up advertising campaigns of all three types: search, networks, retargeting
- Optimization of advertising campaigns
- Defense of the thesis project with feedback from the course expert
Building effective landing pages for contextual advertising. Bonus 2.5 hours of theory 2.5 hours of practice
Learn how to make effective landing pages for contextual advertising.
- Workshop on building a landing page in Tilda
- Practice on creating a landing page for advertising
Career track 0.5 hours of theory 1 hour of practice
Get materials for a comfortable start to work as a contextual advertising specialist.
AlexandrGusev
13.05.2022 G.
A good course on contextual advertising for beginners
Advantages: Organization of training, curators, quality of information, support. Disadvantages: The information is not completely up-to-date; consultations with curators are required Screenshot of payment for the course fee Disclaimer: After completing the course “Contextual advertising specialist” (the cost is indicated in the screenshot above) I was offered to publish a review (without any restrictions on content) in order get...