One of the most popular areas for contextual advertising today is Yandex.Direct. In order to order advertising from Yandex, you need to contact a specialist in technical support, but in order to place it yourself and provide this kind of service for a business, you need to receive a certificate of a Yandex.Direct specialist. How to do it?
Stage One - Access
First, you need to check that you have the opportunity to receive a certificate, because not every user has this right. Employees of advertising agencies get access after 3-s months of working with Yandex.Direct. How to get a Yandex.Direct certificate for a regular advertiser? He must:
- actively conduct content advertising for more than 6 months;
- use a professional Yandex.Direct interface when creating;
- spend over the past three months on advertising more than 300 dollars.
If these conditions are met, you can enter Yandex.Expert and proceed to preparation.
Stage Two - Learning
It is worth noting that getting a Yandex.Direct certificate is rather difficult. You will have to answer 42 questions that can confuse even an experienced specialist, give 39 the right answers, and all this with a limited time in 30 minutes. Retake is allowed for the first time in a week, for the second and third time - with an interval of 3 a month, for the fourth time - in six months. Therefore, before proceeding to the test, you should think about intensive preparation for the exam, so as not to lose time for retake.
Training can be done independently by examining the key exam questions (the list of topics for the test is located below) or by recourse to the help of contextual advertising specialists and those who themselves have received the Yandex.Direct certificate.
Stage Three - Certification
As already mentioned, certification is a free internet test consisting of 42 questions, the 39 of which you need to give the only correct answer. The test assumes the presence of high professional theoretical knowledge in the field of contextual advertising and the ability to apply them in practice. Here is a sample list of topics in which the subject is to be oriented:
- cost per click and payment of an advertising campaign;
- show strategies and rules;
- context requirements;
- selection of keys and negative keywords;
- CTR Yandex.Direct;
- statistics analysis, etc.
For clarity, we give a few sample questions that can get in the test.
- What is a weekly click pack?
- Where is the guaranteed ad unit located?
- How to prepare a template for statistics?
- How many negative keywords can be in one key?
- What does CTR affect?
As a result of successfully passing the exam, you will receive a Yandex.Direct certificate valid for the 1 year confirming your qualification as a director.
What does a certificate give a director?
For companies involved in Internet promotion, the Yandex certificate opens the door to expensive and serious projects. The more certified directors in an advertising agency, the higher will be its status in the contextual advertising market, the more clients will want to work with it. Moreover, Yandex regularly publishes the results of the year for certification.
For a specialist, this is also an important step for promotion. A director who has a Yandex.Direct certificate is guaranteed to be able to conduct a high-quality advertising campaign, determine the optimal budget for it, create a competent content message, analyze statistics and evaluate the effectiveness of the work done, thereby allowing you to attract a large amount of targeted traffic.
Of course, the Yandex.Direct certificate, the questions for which were presented above, does not imply knowledge of the features of Yandex.Metrica, exporting ads to Excel or the Direct API and other web analytics sections that are also necessary for a competent director, but if necessary You can get a certificate for this knowledge on the same Yandex.
The article looked at how to get the Yandex.Direct certificate, now let's talk a little about the Yandex.Metrica certificate - an equally important, but much more complex tool of the Internet advertiser.
If the “Direct” platform confirms the knowledge of a specialist in the field of creating contextual advertising, the “Metrics” platform shows how the manager is able to assess the results and the effectiveness of his work. The Yandex.Metrica certificate evaluates:
- knowledge of the site’s audience;
- understanding the behavior and activity of visitors to the resource;
- the ability to analyze the conversion of the site, i.e., how many of the people who visited the site actually made the purchase;
- ability to analyze the effectiveness of online and offline advertising;
- ability to analyze traffic sources and much more.
By obtaining certificates in these and other areas (Google AdWords, Google Analytics), you prove your competency as a specialist. The more your knowledge will be invested in the advertising campaign, the greater the effect it will have on the target audience.
Do not stop improving, you high conversions!