How to find out a competitor's budget in Yandex.Direct

[subornaakter24]

Before launching an advertising campaign, it is recommended not only to study the web resources of competitors, their ads and key phrases by which they are promoted in search, but also to understand how much they spend on advertising. It is not difficult to determine this. You need to make a list of keywords, you will also need a calculator and special services.

You will need to do an analysis for each graphic design email list phrase you set up your ad for. Then all the numbers you get are summed up. You can do the calculations using this formula:

Budget = cost per click * number of requests * CTR position

Using SpyWords, we collect keywords of all competitors in Yandex.Direct.

Let's say you want to advertise for the phrase "buy infrared heater". We already know two indicators from the formula: cost per click and number of requests. Now we need to calculate what the clickability of the position is.

These figures can be taken into account when you calculate competitors' costs. All that remains is to multiply the figures in the report. For the keyword "buy infrared heater", you will need to have a budget of at least 5057 rubles if you want to appear in the first position: 90.6 (click price) * 1595 (number of requests) * 0.035 (position CTR).

The "Budget Forecast" tool allows you to find out how much your competitors spend on advertising in Yandex.Direct. To do this, enter key phrases in a special field and click "Calculate". Be sure to select the desired display region, otherwise the information will not be reliable.

"Budget Forecast" allows you to find out how much your competitors are spending on advertising in Yandex.Direct

When analyzing the numbers, take into account the "Budget Forecast" and "Traffic Volume" columns.

"Budget Forecast" allows you to find out how much your competitors are spending on advertising in Yandex.Direct

Refresh your memory on how the VCG auction works in Yandex.Direct. In order for your ad to take the first position for the keyword "buy infrared heater", your bid must be higher than that of your closest competitor. Thus, you will have to allocate at least 95,557 rubles for advertising for this query. To be shown on the second line, you need to set aside 77,000, on the third line - 62,000 rubles.

In the last two cases, the flow of visitors will be smaller, but you can stand out with an effective ad text. To do this, look again at the search results for this keyword in this region. Pay attention to what ads competitors use and what landing pages they lead to. Perhaps you will notice some errors and take them into account when creating your creatives.

Right now, try checking your competitors' ads in Yandex.Direct and make adjustments to your campaigns. Compare the results of impressions with the previous period, and you will understand how important careful preparation is.