What to pay attention to? A director is necessary for those who need to attract clients from the Internet, but cannot optimize an existing campaign or launch a new one. To assess the skills of a director, you need to request cases, evaluate previous results and ask the right questions during the interview.
In this article:
Who is a director?
Tasks of a director
Specializations of a director
Skills of a director
Tools needed for a director's work
Stages of a director's work
Choosing between your own direct marketing italy business mailing list specialist and an outsourced one
Choosing a Director
Signs of an inexperienced director
KPI and salary of a director
Methods of training a director
Frequently asked questions about the director
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Who is a director?
Contextual advertising is a significant source of profit for all search engines. However, only two are actively operating on the Russian market - Google and Yandex.
Who is a director?
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The platform for setting up contextual advertising in Yandex is called Yandex.Direct. Professionals involved in this area are called:
Contextual advertising specialist.
Director.
PPC specialist.
Contextologist.
It doesn't matter what you call them, what matters is that a directologist is an expert in setting up and managing advertising through Yandex Direct. In addition, Yandex has a support service designed to help entrepreneurs debug PR campaigns on their own.
Despite this, they do not compete with professional specialists, since the settings provided by the service are quite simple and based on Yandex algorithms, which today demonstrates insufficient efficiency.
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Tasks of a director
We have figured out who a direct marketing specialist is, now let's find out what he does. His tasks are developing and setting up promotional campaigns. Their goal is to determine the target segment of buyers, select the most relevant keywords, create original PR ads and much more.
Initial project analysis
The first stage of work consists of a detailed analysis of the activity plan. At this stage, all information about the product, its competitive advantages and target audience is collected.
Initial project analysis
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The specialist meets with the client to learn about their wishes and expectations. All details of the advertising campaign are discussed, including the budget and expected results. Many PR agencies use briefs - special questionnaires in which the client describes the essence of the project.
Preparatory analysis may also include an assessment of competitor activity, an audit of the consumer's website, and an in-depth study of the target audience.
Creating a plan
At this stage, the contextual advertising specialist starts creating a detailed project. The director develops a strategy, generates ideas and defines a potential audience. Before starting its implementation, the specialist adjusts the plan according to the allocated budget and agrees it with the client.
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Creation of a semantic core (SC) and exclusive words
The director forms the SY — a list of key queries that users enter into the search engine to find the necessary goods or services. At the same time, he identifies negative words — those for which advertising should not be displayed. The effectiveness of this stage directly affects the traffic of the web site, the client's costs and the coverage of the target group.
When developing a semantic core, it is important for a specialist to find the optimal ratio between high- and low-frequency queries. This is necessary to reduce the cost per click and attract more users to the site. To achieve this goal, Yandex.Wordstat, various parsers and software for working with tables - Excel or Google Sheets are used.
Creating and uploading advertising campaigns
The task of the director is their development, testing and adjustment. The initial stage of creating a campaign includes the design of ad layouts. This process includes the development of attractive headlines, writing different versions of texts, selecting high-quality quick links. All this information is based on data from the site or on the client's information.
After preparing the materials, the director uploads them to the PR account on Yandex.Direct.