Yandex Direct setup and management
We manage advertising through data—not click counts
From a search query to a qualified enquiry and a sale.
We separate campaigns by product, region, and audience intent, prepare landing pages and analytics, and control search terms, placements, and spend. We evaluate not just enquiries, but what happens to them in the sales process.
SearchYANRetargetingMetricaCRM
Campaign systemONLINE BUSINESS
Budget under control100%
Landing pageEnquiryQualified
CRM SIGNALQualified
✓↖data feeds back into optimisation
01Advertising objective
Direct should capture demand and turn it into a measurable business outcome
The advert is only one part of the system. Results depend on demand quality, the proposition, the landing page, enquiry handling, and the data used for optimisation.
Qualified demand
We separate commercial intent from informational and accidental traffic.
Relevant proposition
We connect the query, advert, and landing page into one coherent journey.
Controlled spend
We set limits in advance and regularly redistribute spend by performance.
Lead quality
Where CRM data is available, we consider qualification, deals, and sales—not only form submissions.
02Advertising system
Every stage affects the cost and quality of an enquiry
If campaigns send traffic to a weak page or optimise for superficial goals, the dashboard can look healthy while the business sees little value.
Query
What the person wants
Advert
Why they should click
Page
Why they should enquire
Sales
What happened next
Demand → advert → landing page → enquiry → qualification → sale
03Before launch
We prepare the foundation the campaigns need to work correctly
We do not activate campaigns until the key points are checked: goals, pages, propositions, geography, limits, and enquiry-handling rules.
Website and landing pages
We assess message match, mobile experience, speed, forms, and the clarity of the next step.
Landing pagesFormsMobile
Metrica and goals
We configure or audit the counter, goals, UTM parameters, calls, and CRM routing.
MetricaGoalsUTM
Economics and constraints
We define regions, priority products, margin, sales cycle, limits, and an acceptable cost of outcome.
BudgetGeographyKPI
Proposition and moderation
We confirm offers, evidence, mandatory information, and advertising restrictions for the category.
OfferAssetsModeration
04Scope of work
We build, launch, and continuously refine campaigns using real data
The exact set of tools depends on the product, demand, website, and budget. We do not add formats merely to increase reach.
Demand
↗Keywords and exclusions
We map demand, group search intent, and exclude clearly irrelevant wording.
Structure
↗Campaign architecture
We separate products, regions, Search, and YAN so results and spend remain manageable.
Communication
↗Ad copy and creative
We prepare message variants, sitelinks, callouts, and assets for the selected formats.
Data
↗Analytics and data transfer
We connect Metrica, goals, UTM, calls, and CRM; where appropriate, we prepare offline-conversion imports.
Launch
↗Launch and control
We monitor moderation, limits, placement, and early queries without scaling prematurely.
Growth
↗Ongoing optimisation
We adjust queries, bids, placements, audiences, adverts, and budget allocation based on outcomes.
05Early stages
Launch begins data collection—it is not the end of setup
A new campaign needs time and enough data. We make early decisions progressively rather than judging the system by a handful of random enquiries.
- 01
Discovery and goals
We review the product, audience, site, analytics, economics, and existing campaigns.
- 02
Campaign preparation
We build the structure, keywords, adverts, audiences, goals, and budget limits.
- 03
Approval and launch
We approve pages, copy, geography, and limits, pass moderation, and verify delivery.
- 04
Traffic refinement
We analyse real search terms and placements, remove waste, and refine settings.
- 05
Optimisation and scale
We compare lead quality, develop effective segments, and test new hypotheses.
06Advertising formats
We select placements for the objective instead of mixing everything into one campaign
Yandex Direct Expert mode allows Search and the Yandex Advertising Network to be managed separately, giving clearer control over audiences, creative, reporting, and budget.
Search
Capture established demand from people already looking for the product, service, or solution.
Yandex Advertising Network
Use reach and behavioural scenarios with separate creative and placement controls.
Retargeting
Reconnect with people who have already interacted with the website, offer, or catalogue.
Products and catalogues
Use feeds and product formats when the range and data quality support automation.
07Analytics
Reporting should explain where the budget went and what kind of enquiries it produced
We distinguish campaign metrics from business outcomes. With sufficient data, qualification and offline conversions can be added to show the full funnel.
- ✓Spend and budget dynamics
- ✓Queries, placements, and audiences
- ✓Conversions and cost per enquiry
- ✓Calls and form enquiries
- ✓Qualified leads
- ✓Deals, sales, and the next plan
Measurement systemADS DATA
01Direct
impressions, clicks, spend
02Website
goals and enquiries
03CRM
quality, deals, sales
RESULTFull-funnel decisions
08Commercial terms
Management fees are set after reviewing the objective and campaign scale
Scope depends on products, regions, campaigns, landing pages, formats, and analytics requirements. Media spend is paid separately and directly to the advertising platform.
What we agree before starting
- Objectives and priority products
- Geography and placements
- Media-spend limits
- Scope and responsibilities
- Reporting format and fees
LEADS?
No guaranteed lead count
Demand, competition, the website, seasonality, and sales follow-up all change. We are accountable for correct setup, ongoing management, transparent spend, and data-led decisions.
09Questions
What to agree before launching Yandex Direct
We will answer in the context of your product, website, geography, and sales cycle.
01What media budget is needed to start?
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There is no universal figure. It depends on demand, competition, geography, the number of directions, and click costs. Before launch, we review the forecast and suggest a limit that can produce enough data for decisions.
02Can you guarantee a number of leads?
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No. We can assess demand and forecast indicators, but we do not control audience behaviour, competition, or sales follow-up. We agree the process, spending limits, and measurable indicators without unreliable guarantees.
03Should Search and YAN launch together?
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Not necessarily. They serve different journeys. We often begin with the hottest Search demand, then add YAN and retargeting separately when creative, audiences, and analytics are ready.
04What is paid separately?
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Media spend is paid directly to Yandex and is not included in our service fee. Additional analytics or call-tracking tools are only introduced by agreement when they are genuinely needed.
05Can you take over existing campaigns?
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Yes. We first audit structure, goals, queries, placements, spend, and lead quality, then recommend what to retain, repair, or rebuild.
06What will you need from us?
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Product and sales information, access to Direct, Metrica, and the website, plus feedback on lead quality. Landing pages, adverts, and budget limits are approved before launch.
10Next step
Let us review demand, the website, and current campaigns before proposing a budget
Tell us about the product, regions, average order value, and current enquiry flow. We will assess the starting point and propose a sensible launch structure or audit.
Start with discovery