Data from advertising accounts
Posted: Wed Apr 23, 2025 5:59 am
Practical recommendations: how to build an effective advertising management system
I will share specific steps for organizing work with large advertising accounts. This is not theory, but real experience of working with projects where the monthly advertising budget exceeds 10 million rubles.
Advertising account structure. The classic approach with a simple division into search and YAN no longer works. With a large number of SKUs, it is critical to correctly build the account architecture:In one of the projects, such a structure allowed us to precisely manage advertising campaigns in different regions, taking into account local warehouse balances and the competitive situation.
Automation of processes. We developed a three-level management system:
Basic automation: updating feeds and adjusting bids;
Advanced: A/B testing creatives and working with bids by time of day;
Deep: Predictive analytics and switzerland cell phone number list automated campaign optimization.
The key point is that all these levels must work in sync. For example, when the system sees a decrease in efficiency in a certain region, it automatically launches A/B tests of new creatives in that location.
Working with data. We created a unified analytics system that combines:
Information on product availability;
CRM sales data;
Information on marginality;
This allows you to make decisions based on real profits, not just the cost of acquiring a customer.
Briefly about the main thing
2025 is undoubtedly a game-changer for contextual advertising. Yandex.Direct is already laying the foundations for the future, in which processes become simpler, more accurate and more efficient. Automation, personalization, new formats and platforms — all this opens the door for those who are ready to try, experiment and change along with the market.
But technology is just a tool. The results depend on how you use it: it’s important to analyze the data and choose the solutions that best suit your business.
I will share specific steps for organizing work with large advertising accounts. This is not theory, but real experience of working with projects where the monthly advertising budget exceeds 10 million rubles.
Advertising account structure. The classic approach with a simple division into search and YAN no longer works. With a large number of SKUs, it is critical to correctly build the account architecture:In one of the projects, such a structure allowed us to precisely manage advertising campaigns in different regions, taking into account local warehouse balances and the competitive situation.
Automation of processes. We developed a three-level management system:
Basic automation: updating feeds and adjusting bids;
Advanced: A/B testing creatives and working with bids by time of day;
Deep: Predictive analytics and switzerland cell phone number list automated campaign optimization.
The key point is that all these levels must work in sync. For example, when the system sees a decrease in efficiency in a certain region, it automatically launches A/B tests of new creatives in that location.
Working with data. We created a unified analytics system that combines:
Information on product availability;
CRM sales data;
Information on marginality;
This allows you to make decisions based on real profits, not just the cost of acquiring a customer.
Briefly about the main thing
2025 is undoubtedly a game-changer for contextual advertising. Yandex.Direct is already laying the foundations for the future, in which processes become simpler, more accurate and more efficient. Automation, personalization, new formats and platforms — all this opens the door for those who are ready to try, experiment and change along with the market.
But technology is just a tool. The results depend on how you use it: it’s important to analyze the data and choose the solutions that best suit your business.