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, and in order to place it yourself and provide this kind of service for business, you need to get a Yandex.Direct specialist certificate. How to do it?
Stage One - Access
First, you need to check whether you have the opportunity to obtain a certificate, since not every user has the right to do so. Employees of advertising agencies gain access after 3 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;
- when creating, use the professional Yandex.Direct interface;
- spend more than $ 300 on advertising over the past three months.
If these conditions are met, you can enter Yandex.Expert and begin preparations.
Stage Two - Training
It is worth noting that obtaining a Yandex.Direct certificate is rather difficult. You will have to answer 42 questions that can confuse even an experienced specialist, give 39 correct answers, all with a limited time of 30 minutes. Retake is allowed for the first time in a week, for the second and third time - with an interval of 3 months, for the fourth time - in six months. Therefore, before starting the test, it is worth thinking about intensive preparation for the exam so as not to lose time later on retaking.
You can take the training yourself by examining the key questions of the exam (the list of topics for the test is located below) or by resorting 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 online test consisting of 42 questions, 39 of which need to be given 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 examiner should be guided:
- cost per click and payment for an advertising campaign;
- Delivery strategies and policies
- context requirements;
- selection of keys and negative keywords;
- CTR Yandex.Direct;
- analysis of statistics, etc.
For clarity, we give a few sample questions that may fall in the test.
- What is a weekly click pack?
- Where is the guaranteed impression unit located?
- How to prepare a template for statistics?
- How many negative keywords can be contained in one key?
- What is affected by CTR?
As a result of passing the exam, you will receive a Yandex.Direct certificate, valid for 1 year, confirming your qualification as a director.
What gives a certificate to the director?
For companies involved in Internet promotion, the Yandex certificate opens the door to expensive and serious projects. The more certified directors are in the advertising agency, the higher their status in the contextual advertising market will be, the more customers will want to work with him. Moreover, Yandex regularly publishes the results of the year for certification.
For a specialist, this is also an important step for promotion. A director certified with Yandex.Direct is guaranteed to be able to conduct a quality advertising campaign, determine the optimal budget for it, compile a competent content message, analyze statistics and evaluate the effectiveness of the work done, thereby allowing a large number of targeted traffic to be attracted.
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 Yandex.Direct API, and other sections of web analytics, which are also necessary for a competent director, but if necessary You can get a certificate for this knowledge on the same Yandex.
Certificate Yandex.Metrica
The article examined how to get a Yandex.Direct certificate, now let's talk a little about the Yandex.Metrica certificate - an equally important, but much more complex tool for an Internet advertiser.
If the Direct platform confirms the specialist’s knowledge in the field of creating contextual advertising, the Metriki platform shows how much the manager is able to evaluate the results and effectiveness of his work. The Yandex.Metrica certificate evaluates:
- knowledge of the site’s audience;
- understanding of 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 a 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 competence as a specialist. The more of your knowledge will be invested in an advertising campaign, the greater the effect it will have on the target audience.
Do not stop improving, your high conversions!