Setting up the Metrica counter

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It's time to connect Direct with Metrica:

Each Metrica counter has its own number, copy it from here:

Setting up a campaign in Yandex Direct

And we insert here:

Setting up a campaign in Yandex Direct

Direct is now connected to Metrica, and bank email list there will be a constant exchange of information between them. Receiving conversion data will be possible after setting up goals in Yandex.Metrica.

Turn on site monitoring
Setting up a campaign in Yandex.Direct also involves such a step as activating site monitoring. This useful option will ensure savings on your advertising budget.

Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how
Site monitoring is carried out as follows: if a site stops working as a result of a hosting failure, information about this is sent to Direct thanks to the Metrica counter code. The system, notified of the resource suspension, slows down advertising campaigns associated with it and notifies the site owner of the problems that have arisen.

How to pass moderation after setting up a campaign in Yandex.Direct
Yandex makes a profit from posting ads, therefore, the more of them pass moderation, the more profitable it is for it. The moderator can only prevent an ad from being shown in the case of gross violations of general and special requirements.

If ads are rejected, the advertiser receives a notification stating the reasons. You can also check the campaign status in the Yandex.Direct interface.

Setting up a campaign in Yandex Direct

To pass the check, it is enough to correct the shortcomings noted by the moderator. The following reasons for rejection are the most common:

An attempt was made to advertise products that are prohibited from being promoted by law (for example, alcohol and cigarettes).

No documents were provided confirming the advertiser’s right to distribute medicines and provide medical and financial services.

The images contain logos or contact information.

The text contains adjectives in comparative and superlative degrees without appropriate confirmation by an independent expert.

Capital letters were used in the title or text.

After the errors have been corrected, the ad is sent for new moderation.

7 Rules for Creating a Good Ad for a Yandex.Direct Campaign
To create a truly successful ad with a good CTR, it is important to follow the rules that have been developed as a result of the work of several generations of direct marketers. We suggest examining them in detail.

1 word = 1 ad.

This means that there should be either only one ad or one group per keyword. This allows for maximum ad targeting by fully matching the phrase the user types into the search bar.


The keyword must be included in the title or in the text .

In the ad it will be highlighted in bold blue and black, which will focus the reader's attention on it and ensure that they click on the link.


We use a capital letter at the beginning of the announcement .

This, like other basic requirements for literacy and speech culture, is a mandatory condition for your ad to be adequately perceived by the user.


The text must contain a call to specific action.

Traditionally, it is located at the end of the ad. There are many options here, choose the one that suits your specific needs - "click", "learn more", "order now", etc.


We focus on competitive advantages.

What makes your company better than others? Indicate discounts, promotions, special prices that will be valid for a limited time. Such triggers push a person to click on the ad so as not to miss their chance to make a profitable purchase.


Use exclamation marks.

Don't be afraid to seem overly emotional, the effectiveness of this technique has been proven by the experience of many advertisers. The exclamation mark slightly increases the CTR and increases the likelihood of clicking on the ad.


Include a special selling supplement in the text.

In short, these are words like "sale", "inexpensive", "discount", "cheap", etc., which provide an increase in CTR. You can find other examples of such stimulating phrases, they can change depending on the business area.

The only advice is not to use jargon, for example, "freebie". Professional ethics of a direct marketer is a feature that should always be maintained, no matter how much you want to sell a product.