There are impressions but no clicks

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If a company has products that are not in high demand, it may face a similar problem. Another reason is that the product is associated with a long cycle of making a purchase decision. The nuances of why Yandex.Direct does not work for such products will be discussed below.

Let's say a company has launched an advertising campaign and sees that there are interested users, but they are not yet ready to make a purchase decision. This is a common occurrence for YAN, since it mainly contains a "cold" audience that does not have a clearly expressed need for the advertised product, especially if it is niche.

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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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Of course, clicks may not be the main goal, but their presence is desirable. If there are no clicks, it is worth checking whether the product is interesting to the audience.

Among other reasons why Yandex.Direct does not work and there are no clicks, the following can be highlighted:

Uneven traffic

It happens that there are no clicks on the ad for several hours, but impressions are still being shown. In this case, it is worth taking a closer look at the behavior of the audience.

Uneven traffic

It is necessary to note in what time interval the clicks will appear. This will be the period of activity of the target audience.

Next, you need to set up time targeting specifically for these intervals. Otherwise, a large number of impressions with low clickability can lead to a low CTR.

Sometimes the problem why advertising on Yandex.Direct doesn't work is in the ads themselves:

The message does not generate interest among the audience

The title may be incorrectly chosen, the text may be written with errors, or the attached image may be dull and dull.

If we talk about the main mistakes made by companies, we can highlight the following:

complete information about the product or service is not provided;

advertising does not meet the needs of the target audience;

the ads are vague and have too general content;

Advertising messages do not match keywords.

Below are some tips on how to make your ads more clickable:

Use all Yandex.Direct tools: extended title, quick links, clarifications, business card, etc.Yandex.Direct

Focus users' attention on the benefit or advantages. Use calls to action in the text.

Don't ignore quick links. They are the shortest path to the information you want to convey to users on your site.

Clarifications are great for describing the product's benefits or the company's competitive advantages. They will help your ad take up more advertising space.

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
To avoid the question of why Yandex.Direct is not working, and to make your advertising message as effective as possible, you need to do the following:

Find out what product benefits are important to your target audience.

To do this, test different versions of the offer and see which one will evoke a greater response. In addition, analyze what benefits your competitors promise their consumers.

Avoid using vague language.

The advertisement must contain a specific offer.

Come up with a good title.

The title should contain the keyword, but at the same time be readable and harmonious. You don’t need to copy what people type into the search bar. For example, the title “Want a Fendi bag with a 30% discount?” would be suitable for the query “buy a Fendi bag”.