Display for additional relevant phrases is enabled

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How to Fight a Competitor in Yandex.Direct Without Making 8 Major Mistakes
If your competitors advertise in Yandex.Direct in your business area, this signals that this topic is profitable. It is unlikely that anyone will spend money on advertising for a long time if it does not bring profit. In order for your advertising campaign to be effective, you need to set it up and optimize it correctly.

There are 8 typical mistakes that advertisers make in Yandex.Direct. Be careful and avoid them.

Display for additional relevant phrases is enabled
This error is common because the "Display by additional relevant phrases" checkbox is checked by default. You can find it in the campaign settings. If you do not remove it, Yandex can take graphic design email list up to 40% of your budget to show ads by keywords that it selects itself in order to increase audience reach.

When you start checking the search query report, you will be surprised to find that some of the phrases you spent money on are completely inappropriate. Below is an example of an advertising campaign for a business that makes and sells display cases.


Before you launch an ad, be sure to disable DRF. This can be done through the Direct or Commander interface. This option is in the "Options" section.

Direct or Commander interface

Turn on DRF only if you have exhausted all the possibilities of your keywords and want to get even more coverage. In this case, check the box before the item "Display for additional relevant phrases" and limit the expenditure to 5% of the advertising budget. Carefully monitor which queries your ads are displayed for.

There is no budget limit set
You may be familiar with this situation. You put 40,000 rubles into your advertising account, assuming that this amount would be enough for a month. The next day you discovered that there were only 2,000 rubles in the account. What happened?

The thing is that the initial stage of launching advertising is characterized by unpredictability. You still don’t understand what rates are optimal for the auction, what the coverage will be. Also, you can’t be sure that you did everything correctly when creating the campaign, for example, whether you took the keywords in the right correspondence. Such nuances are revealed right at the very beginning of the launch. And the price of a mistake can be too high for the advertising budget.

A sudden surge in reach can happen even when advertising has been running steadily for a long time. This may be due to a serious competitor leaving the auction in Yandex.Direct or because you raised the bid for key phrases in YAN and thus attracted more traffic. All this can cause an increase in advertising costs.

To avoid a sharp increase in advertising costs, limit your budget in your advertising account.

You can set the maximum amount of expenses for a separate campaign (minimum 300 rubles) or for the entire account at once (at least 1000 rubles).

There is no budget limit set

When setting a budget cap, keep in mind that the spending on all campaigns must not exceed the daily budget. Ads in a campaign will be stopped when its daily budget is spent. When the account budget is reached, all campaigns will be stopped.