Fierce debate about the choice of the most effective contextual advertising in runet constantly. Some webmasters with marketers “stand by the mountain” for Yandex.Direkt, while others give them arguments in favor of Google Ads. It’s a paradox, but if you assess the situation objectively, you can not argue with either one or the other. And if you, too, do not yet understand what to choose to promote your market offer, read our comparison of both solutions from Google and Yandex.
Advertising Offices.
Direct
The simplicity of the personal account is an advantage of Direct. The structure of the sections includes the accounts and the ads themselves. But, as the account tree grows (if quite a few products are advertised), it becomes more and more difficult to access certain ads. And if the webmaster gets X number of pages, he’ll have to get crafty to use them easily:
- Doing an offload to spreadsheet (Excel) format.
- Use the internal utility Direct.Commander (you need to download it, install it on your PC to work with campaigns offline).
The application is the optimal solution to the problem, as it allows you to create ads and campaigns by downloading any files from your PC. Also in the Commander you can edit these files.
Ads
Campaigns and ads are also present here. But unlike Direkt, Ads also has substructures – groups of ads that can be used to group your ads by topic (for example, by GEO).
Ads also features “Google Ads Editor,” a free solution for mass editing of accounts, simultaneous management of ad groups and campaigns, etc. With this editor you can:
- Synchronize all changes to your Ads settings;
- to comment on changes made;
- to work with more than one account at a time;
- edit ad groups, add and make edits to new campaigns, include/exclude specific queries, places of ad impressions;
- In just a couple of clicks, you can make large-scale edits to campaigns and use a powerful search engine;
- Manage your ad campaigns from your Mac OS and Windows PC;
- study and analyze advertising statistics, perform an account expert with all its settings, etc.
Both Ads and Direct support working with third-party software and services like Elama, Blondinka. With their help, you can upload contextual advertising to all common networks at once.
Money limits.
Direct
In this system, the budget can be prescribed for a week in advance – specify a limit on the maximum amount you can spend in those 7 days.Then Direct algorithms automatically determine the optimal cost per click. Pros and cons of the solution:
- You can effectively spend the invested money.
- There is no possibility to specify the click price for priority requests.
There is also a feature in Directa called “Maximum Conversion,” which allows you to show ads that, in theory, will bring the advertiser more leads within a given budget.
Ads
In Ads you can set the budget for the day – so the webmaster can manage the rates. Price per click is also adjustable and this is a big plus, because you can put a higher price for the highest priority keys and vice versa – to cut the budget for queries that are not as important.
Also in Google Ads you can pay for:
- conversions;
- shows;
- transitions.
Payment for conversions is a standard solution for contextual advertising. Pay per impression is a good option to market a new brand, and pay per conversion is a direct response fee (in simple words, it is a fee for the targeted action of the user.
Achieving the necessary positions
Direct
Allows you to prescribe the necessary items by selecting the appropriate items:
- “Highest position”.
- “Showing in a block at the minimum price.”
- “Display to the right of the search results”.
In other words, Direct helps you “get” the position of the ad to the desired position, while showing you the exact amount you have to pay to reach that position.
The cost per click in Direct is also regulated by the user himself. And the chance of getting into the top 1 of the advertising output depends on the cost per click and CTR (the higher these indicators are, the better the chances of taking first place).
Ads
In this advertising system it is impossible to prescribe the desired positions. And in order to get to the first places, it is necessary that the advertisement must meet absolutely all the quality standards and rules of the system. For example, the selected queries must be relevant to the text of the ad and the landing page.
One of the most important criteria in Ads is the maximum price per click and the quality of the queries. The higher they are, the higher will be the likelihood that the ad will be displayed in the top 3. And here all is complicated by the constant change of quality indicators, which depends on a mass of factors.
Place of display ads
Direct
The RNS is characterized by maximum automatization. Targeting in this system is adjusted by GEO, user behavior, display locations and queries. If necessary, the advertiser can limit the cost per click or remove displays in the advertising network, as well as remove any individual sites.
Ads
In this network, the configuration is done manually – ads can be shown on those sites, which the advertiser chooses himself. You can also specify the cost per click for each individual site.
Regarding targeting. In Ads, the placement sites are selected by the advertising network algorithm. That is, the site automatically calculates the most relevant sites to show ads. Among them are the sites that the advertiser himself had previously chosen.
Ads also has a function for selecting sites and contextual targeting – with the help of queries you can specify on which sites the advertisement will be shown.
Ads also has the ability to specify stop words. If the advertising network “sees” a stop word on a site, the ad will not be shown on it. It is also possible to exclude low-performing sites from the Google ad-media network.
Targeting by GEO
Direct
Yandex’s geotargeting involves displaying ads for a specific region. And the displays themselves depend on such factors as the ip-address of the computer and the settings of a particular user.
Ads
In addition to the usual geotargeting, Ads allows you to configure ad impressions for specific devices (computers, smartphones, tablets, etc.), up to the choice of operating system and mobile network operator.
Limitations in terms of characters
Direct
Yandex strictly limits the number of characters for ads:
- the headline must include up to 33 characters;
- The text of the advertisement itself must not exceed 75 characters.
Ads
Google also has character restrictions:
- for advertising text – 2 lines of 35 characters each;
- 25 characters for the header.
Analytic capabilities.
Direct
Yandex has a powerful product called Metrika, which implements all the necessary tools to track the effectiveness of advertising campaigns:
- Reports. And not only by Yandex solutions, but also by other sites. It is possible to create your own reports, with the necessary parameters.
- Conversions. The function allows you to track the effectiveness of advertising without wasting time on setting up reports.
- Webview. A separate site tool that allows you to understand how users behave on the site. And WebBrowser demonstrates their behavior in video mode – shows mouse movements, form filling, text selection, etc.
Ads
The Google Ads cabinet also has many tools for evaluating the effectiveness of advertising campaigns. Including detailed reporting, which can be used to look at the page on the site where the user stayed the longest (or, more precisely, his mouse). You can also create an unlimited number of reports on other data here as well.
Conclusions
Both contextual advertising systems have both minuses and pluses. And it is simply impossible to call one of them “the worst” or “best”. Much more advantageous to use both – so you can evaluate their effectiveness in the promotion of a particular product. But it should be understood that Yandex in Runet uses a greater number of people than Google.