Yandex Direct doesn't sell? Then we go to you! Contextual advertising no calls what to do

Almost the most common problem for those who use contextual advertising in Yandex Direct or Google AdWords.

The problem manifests itself in the fact that the money for advertising “flies away”, clicks go, but there are no calls (orders, sales, leads) ...

Most interestingly, this problem has nothing to do with the person who set up the advertisement and made the website / landing page. Whether it's a business owner, freelancer or studio from the TOP search engines or Special placement.

We are often approached with this problem, we analyze each project and identify essentially the same problems from project to project.

Read the article to the end and you will find out what caused this problem and what to do to solve it.

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What tasks does each advertising element solve?

First, you need to figure out which element of those participating in the advertisement is responsible for what.

contextual advertising,
landing page (landing page or website page),
offer (your offer).

Let's take each one in order ...

IMPORTANT! We consider the ideal situation when we are dealing exclusively with our target audience! For if we chose the wrong target audience, then the reason for failure, in the first place, will be precisely in this!

The task of contextual advertising

Outstanding representatives are Yandex Direct and Google AdWords. They solve the problem of “reaching out” to the representatives of your target audience (target audience, potential customers) and show them your advertisement. If they are hooked on your ad, they will click on it and go to the landing page.

Landing page task

The task is to continue the advertisement that the person clicked on, present the company and its main offer (offer), involve in the study of the page, close all key objections, build trust, show the assortment, lead to the main or intermediate conversion.

Offer- in fact, we cannot share it with the landing page, because it is presented on it and enhances it.

Basic conversion- for example, “Calling a designer or measurer”, “Calculating an estimate”, “Requesting a wholesale price list”, etc.

Intermediate conversion- This is a secondary, alternative action that a person can easily perform if he is not ready for the main action. For example, “Download a free PDF brochure on a hot topic,” etc.

If everything is done correctly, each block is worked out in detail, then some people will perform the main target action, the other part will perform an intermediate, alternative action!

Subsequently, it will be necessary to work with those who performed the alternative action in order to bring them to the main conversion.

If, however, the page is made like a blunder and does not "resonate" with the target audience, or it contains non-working forms or a phone number, then it is utopian to hope for a result ...

6 reasons for the problem and their solution

Excellent! With this sorted out ...

Now let's move on to the specific issues causing the “Clicks, no calls” problem.

Reason 1. Inappropriate Key Phrases

The very first and simplest thing to look at is the report on search phrases by which visitors go to your site from Yandex Direct.

Go to Metrica and find the report:

Where to find in Yandex.Metrica: Reports - Standard reports - Sources - Direct summary.

Below are screenshots from the Metrica report from real projects with terrible advertising campaigns (this is every second project).

Example 1. The firm is engaged in "kitchens to order in Nizhny Novgorod." Phrases for which there should be no impressions and clicks and should not be spent money are underlined.

Example 2. The firms are engaged in “apartment renovation in Moscow”. We see an abundance of inappropriate phrases in advertising.

Example 3. Online store of tights. An advertising campaign has not been worked out and for an ad leading to the MAIN page there are requests for specific types of tights, although there should be separate ads for them. Then the picture would be radically different.

Reason 2. Landing page mismatch with ad

The problem occurs very often when ads are created from a template, cover various requests, and the landing page does not change.

Be sure to create your own page for each global ad group with similar requests. Or use the multi-landing functionality (content substitution depending on requests).

Example. Announcement for "renovation of a room of 20sq.m.", and the landing page for the construction of turnkey country houses.

What to do: we create separate landing pages for independent groups of requests that respond to these requests. If a person is looking for a room renovation of 20 sq.m. - show him a page with prices and examples of renovation works for rooms of 20 sq.m. or minus these key phrases to cut off non-target audience on the way to the site.

Reason 3. Undeveloped landing pages for the needs of users

If everything is in order with the previous points, then look for the problem in the landing page (landing page or website).

Use Yandex Metrica tools:

Heat maps,
Web visor.

What to do: regularly analyze user behavior on pages, build hypotheses, refine, supplement, etc.

For this, Metrics will not be enough, at least a simple CRM is needed). But still - Metrica will give you a reason for thought.

Where to find in Yandex.Metrica: Reports - Standard reports - Audience - Geography.

Disable time intervals in which very few applications arrive or do not arrive at all.

Again, you need to compare the Metrica data with the data from the CRM, but basic things can be learned from the corresponding Metrica report.

Where to find in Yandex.Metrica: Reports - Standard reports - Audience - Attendance by time of day.

We disconnect devices from which there are many transitions and no calls.

Where to find in Yandex.Metrica: Reports - Standard reports - Technologies - Devices (in the "Grouping" select "Technologies-Device-Models of the device".

As a summary

You need to understand that the number of requests depends on many factors, in particular, on the portfolio of works (if you don't like the works, there will be no requests), the naturalness of the reviews (text reviews from photos no longer work, you need either video or audio reviews), etc. etc.

This I mean that there is no "magic pill". To get clients from the Internet, you need to analyze and work on a project, clearly represent your target audience, their real needs, desires, expectations.

I will be glad to answer your questions in the comments!

Download ( PDF report with screenshots and video) to increase the number of orders from Yandex.Direct by at least 30% with the same budget in 7 simple sequential steps!

Hello!

Such situation. There is a website http://toyoter.ru/ for the sale of Toyters - a cool car for hunting, fishing, off-road, it will come out of any swamp. Expensive - from 1.8 million

Advertising was spinning from 01/20/2017 to the present day. Keywords and targets were taken as follows: off-road vehicles, SUVs, Toyota SUVs, jeeps, all-terrain vehicles, snowmobiles, hunting and fishing cars. Target (rsya) according to the words: hunting for a wolf, bear, deer, etc. (except for trifles - duck, wild boar), off-road racing, off road, safari and some other words.

About 6000 rubles were spent, 468 clicks and not a single call (according to the complaints of a friend who owns the site).

Viewing depth up to 2 pages. There were also zero visits (but there weren't very many of them), and there were those who crawled around the site. But there are no calls and requests

I ask for help: do you think the situation is adequate for this topic or not? What should be the budget to receive a call? Why customers come in and don't call. I understand that when there are some left requests, but there were visits by target words, quite a lot - there are no applications.

An acquaintance requires calls, but I, as a person who understands direct, but who is not versed in this subject (expensive off-road cars) - I cannot give him any arguments

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Hello!

Such situation. There is a website http://toyoter.ru/ for the sale of Toyters - a cool car for hunting, fishing, off-road, it will come out of any swamp. Expensive - from 1.8 million

About 6000 rubles were spent, 468 clicks and not a single call (according to the complaints of a friend who owns the site).

Viewing depth up to 2 pages. There were also zero visits (but there weren't very many of them), and there were those who crawled around the site. But there are no calls and requests

An acquaintance requires calls, but I, as a person who understands direct, but who is not versed in this subject (expensive off-road cars) - I cannot give him any arguments

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Hello!

Such situation. There is a website http://toyoter.ru/ for the sale of Toyters - a cool car for hunting, fishing, off-road, it will come out of any swamp. Expensive - from 1.8 million

About 6000 rubles were spent, 468 clicks and not a single call (according to the complaints of a friend who owns the site).

Viewing depth up to 2 pages. There were also zero visits (but there weren't very many of them), and there were those who crawled around the site. But there are no calls and requests

An acquaintance requires calls, but I, as a person who understands direct, but who is not versed in this subject (expensive off-road cars) - I cannot give him any arguments

Hello!

Such situation. There is a website http://toyoter.ru/ for the sale of Toyters - a cool car for hunting, fishing, off-road, it will come out of any swamp. Expensive - from 1.8 million

About 6000 rubles were spent, 468 clicks and not a single call (according to the complaints of a friend who owns the site).

Viewing depth up to 2 pages. There were also zero visits (but there weren't very many of them), and there were those who crawled around the site. But there are no calls and requests

An acquaintance requires calls, but I, as a person who understands direct, but who is not versed in this subject (expensive off-road cars) - I cannot give him any arguments

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There are clicks, no calls

Viewing depth up to 2 pages. There were also zero visits (but there weren't very many of them), and there were those who crawled around the site. But there are no calls and requests

An acquaintance requires calls, but I, as a person who understands direct, but who is not versed in this subject (expensive off-road cars) - I cannot give him any arguments

How do you find out what's going on?

The reasons may be different, but they all fit into one concept - significant gaps were made in the preparation of site materials, and possibly in its design.
Namely, your internet project:

■ promoted by ineffective search queries.
■ not well optimized.
■ does not inspire confidence in visitors.
■ positions in search results are not high enough and do not "catch" customers.

Search queries are not chosen optimally.

The Internet, as an advertising tool, works with different efficiency for different topics and commercial areas. Many site owners do not know that when ordering a promotion from professionals, you can request a forecast of future resource traffic and even the number of calls from end customers from the site.

There are general formulas that allow you to calculate the future of the project, if it is successfully promoted. Moreover, specialists who have been working in the market for website promotion for a long time have their own statistical data in a number of areas and have extensive experience in the selection of really working search queries.

If such an analysis was carried out initially, then the client clearly understands what can be counted on, and at what cost of website promotion it is worth concluding an agreement.

Upon closer examination, it becomes clear that this is already not very similar to the "top ten" (TOP10). We have a lot more links here:

3 advertising special placements on top of the search results;
9 advertising placements to the right of the search results;
1 advertising flash banner to the right of the search results;
Link to search for pictures or videos on the right;
The very search results are 10 positions.

Intuitively, it is clear that visitors are ranked from top to bottom, gradually scattering as they find suitable sites and services. Previously, there were only 10 offers on the first page of the search engine, but now we see what is real more than 20 positions in commercial search results... Add to this also the inset blocks, which contain information either from Yandex maps or from the Yandex market, found in the search results for many queries, and the picture will become completely obvious.

As a result, almost any search query has long been too tall to fit on modern monitors.

As a consequence, it is quite logical conclusion- even for the highest-frequency queries, only a few visitors reach the end of the first page of the dozens.

Those who are in the first place in the search results actually get the fourth in a row (after special placement of advertising), those who are in ninth place - almost twenties.

What can be done here?

Competently setting the goals of an advertising company - “to be in the top ten”, is already too little in modern conditions. There are no more ten left. You need to either strive for the top three sites, or focus on traffic promotion.

Curiously, you can't fool the client here - even by honestly fulfilling the contract, and by promoting the site to the first page, you may encounter customer dissatisfaction. There are not enough real transitions from the last places in order to consider an advertising campaign successful. This is especially felt if there were a small number of requests for promotion.

Pavel Lomakin

P We look at the client's path to the Internet through contextual advertising.

P The first thing a client does is to enter a request to a search engine on the Internet and see your ad, then on your ad he goes to your site. Is this the first time you've heard of this? Then study what is contextual advertising.

H on the site, the client makes an order or a call, depending on the selected action, the client either pays for the order on the site, or the manager sells him a service or product - a sale takes place. This path is very important because the problems start from here.

M few clicks - few sales.

incorrect keyword (for example, using too broad queries, such as "iphone" instead of "buy iphone 6 space gray in novosibirsk");
"minus words" are not added - these are the words with which your ad should not be displayed when requested.
the page of the site does not correspond to the subject of the ad - if you advertise a certain model or a certain type of product, be sure to control so that when a user clicks on your ad he goes to the page with this particular type of product, because a large number of people on the site will not search for the desired product on all pages (it is very easy to set up - take the desired page of the site that corresponds to the ad, copy the link from the address bar and paste it into the ad in the "link to the site" field);
problems with the site - if you do not have Metrica installed and Yandex does not notify you about problems with the site, then there may be some problems with the site (for example, you forgot to pay for hosting or you made a mistake when writing the site address in the ad, therefore it is necessary check by clicking on the desired ad in your advertising campaign and going to the site, with such a transition, funds are not debited);
problems with the manager - often many managers are not motivated to sell a lot and sometimes do not even answer the call or turn off the phone, so customers, without getting through, go to competitors (you can record a voice message on the answering machine asking you to leave your contact details).

P Here are the solutions to this problem:

Clarify the keyword and add negative words.
Remove unclickable and incorrect keywords.
Link each ad to the corresponding page (you don't need to link different ads only to the home page).
Check the site.
Check the manager: compose a speech script - the text according to which the manager is obliged to respond to the client: greeting, introduction, company name, typical answers to questions, etc. (you can ask friends or relatives to make several orders within two days to check the manager's work).

M Few clicks - few sales.

IN what the following problem might be:

- a very urgent problem for many types of goods. For example scooters, snowboards, seasonal clothes, etc. I have already written how to check the seasonality.
low demand on the Internet for your services, this is very often the case for many regions and business niches. Well, or for example, it makes no sense to launch advertising in a city with a population of up to at least 300-500k people. First, it is not always possible to do this using the GEO targeting settings, and secondly, in small towns, people are not used to buying something in their city via the Internet, since everything is within walking distance.
a small number of ads in the campaign - an advertising campaign should be composed of the maximum number of ads, both indirect and direct, if this is not done, there will be no customers and there will be low sales. As a rule, an individual announcement is made for each request.
Problems with the ad text (the ad is either faceless, does not match the keyword, or is unrealistic). I recommend that you carefully read 7 ways.
low placement position, this happens when the advertiser does not want to pay the actual price per click for the auction and wants to at minimum turnover at low positions. Yes, it is possible, but keep in mind that you may not get sales. I still recommend getting high positions and then optimizing campaign costs.
a small number of requests by niche;
incorrectly selected.

P Here are the solutions to this problem:

Check the number of requests in the current period for the article that I gave above. If it's out of season, then launch some promotions on the site, or use other channels to attract customers.
Add ads to your campaign if there are few of them. - add new indirect directions.
Raise the ad position.
Add a campaign for YAN (independent management for different types of sites - disable impressions on search)
Pick up more keywords.

M few clicks - few calls.

IN what is the problem?

T There may be hidden, both purely technical problems and problems associated with marketing and the selling page, perhaps there are, carefully study these errors.

the telephone does not work;
error in contact information;
the order form (basket) does not work. There was one funny incident in my practice. Launched an advertisement, it took about 5000 rubles. and about 1000 clicks but not a single sale or even a hint of conversion was made. I rushed to look for problems on my side in the created campaign. I checked everything, I did not find anything wrong, the campaign worked, the traffic is purely interested - there are fewer than 20% refusals on the site. The duration of being on the site is from 1.5 minutes and more. What was the matter, I found out only when I carefully looked at the actions of users in Webvisor. It turns out that on all the products on the site it was indicated that the product was out of stock. I went to the store's Vkontakte page and found several fair questions from users: “Why advertise if the product is out of stock?” So that's it. Be careful!
contact information is "hidden" on the site (the phone number must be indicated in the header of the site);
problems with the manager.

P Here are the solutions to this problem:

Check your phone.
Check the contacts on the site.
Check the sales department.
Use additional services and triggers for!

conclusions: Direct, Adwords, etc. only creates a stream of interested customers if used correctly, but they don't sell anything! Advertising is a sign for potential customers that there is what they need here. Showcase is your site, sellers are your managers or your site. Remember this. Clean traffic and high conversions for you!