Paid Search and Advertising Management

Paid advertising setup and management covers the full operational cycle, from strategic preparation to continuous campaign optimisation. At the initial stage, analysis and planning are conducted to define business objectives, target audiences, competitive landscape, advertising platforms and budget parameters. A media plan and semantic structure are developed, including target keywords and negative keywords.

Campaign creation and configuration follow. Account structure is built with clear separation into campaigns and ad groups, while targeting parameters are set for geography, ad scheduling, devices and networks, along with retargeting scenarios. Ad copy and visual creatives are prepared, and product feeds or rich media formats are configured where required.

Analytics integration is a mandatory component of the process. Web analytics platforms such as Yandex Metrica and Google Analytics are connected, conversion goals are defined, and end-to-end analytics, call tracking and CRM integrations are implemented. This ensures accurate tracking of conversions, engagement and lead sources.

Once campaigns are launched, they enter a phase of continuous monitoring and optimisation. Key performance indicators such as CTR, cost per click, conversions and cost per conversion are analysed on an ongoing basis. Bid adjustments are applied, semantic coverage is refined, and irrelevant queries or placements are excluded. The workflow follows a cyclical optimisation model aimed at improving advertising efficiency and ensuring disciplined use of budget.

Advertising campaign performance is assessed based on predefined KPIs aligned with business objectives. In paid advertising, these typically include CTR, CPC, CPA or CPL, conversion rate, as well as ROI and ROAS. Together, these metrics reflect both traffic quality and the economic efficiency of advertising investments.

CTR indicates the relevance of ad messaging and the accuracy of campaign setup. CPC reflects the cost of acquiring a click, while CPA or CPL measure the cost of a target action or lead. The conversion rate shows what proportion of acquired traffic completes desired actions and how well it aligns with business expectations.

Financial performance is evaluated through ROI and ROAS. To calculate these indicators, advertising platform data is synchronised with analytics systems and business metrics. This approach makes it possible to assess the actual revenue generated by advertising spend and to base decisions on measurable campaign profitability rather than surface-level indicators.

The primary paid advertising platforms used are Yandex Direct and Google Ads. Within Yandex Direct, campaigns are set up across Yandex Search and the Yandex Advertising Network. In Google Ads, search advertising, the Google Display Network and, where appropriate, video formats on YouTube are utilised.

Channel selection is determined by business objectives, target audience characteristics and geographic focus. In the Russian market, priority is typically given to Yandex due to its higher share of search demand, while Google remains a relevant channel for specific niches and use cases.

To extend reach and improve efficiency, remarketing, audience-based targeting and additional platform-level optimisation tools are applied. Channel strategy is developed on an individual basis and is regularly reviewed in response to campaign performance and changes in demand patterns.

Preparation for launching paid advertising typically takes from a few days up to five business days. During this period, business objectives and target audiences are analysed, keyword research is conducted, ad creatives are prepared and advertising accounts are configured.

After launch, ads usually begin serving within one to two days. Ad moderation in most cases takes 24 to 48 hours. Stable performance is not immediate, as advertising algorithms require time to accumulate sufficient data.

The first weeks after launch are often characterised by fluctuating metrics. A full learning phase generally takes around two to four weeks. More stable efficiency and positive return typically emerge within five to eight weeks, provided that ongoing optimisation is applied. Initial visible changes can often be observed within the first week after launch.

Reporting frequency is agreed with the client at the start of the engagement. The standard format includes weekly and monthly reports. Weekly reports reflect the dynamics of key metrics, including impressions, clicks, spend and conversions, and document the optimisation actions performed during the period.

Monthly reports provide complete data for the reporting period, an analysis of results and a structured plan for the following month. This format supports performance evaluation over time and enables informed decision-making.

More frequent reporting can be arranged when required, including daily spend and conversion tables. At the same time, the primary analytical focus remains on weekly and monthly intervals, as these provide the most objective basis for assessing performance and adjusting strategy.

An advertising account audit represents a comprehensive review of campaign setup, structure and performance. The audit covers the advertising platforms and networks in use and evaluates the quality of ad creatives, including messaging, value propositions and visual execution.

Special attention is given to campaign structure. This includes assessment of keyword grouping logic, semantic coverage, configuration accuracy and the presence of technical issues. Bidding strategies and ad scheduling are reviewed in relation to stated business objectives.

Performance is assessed using key metrics such as CTR, number of clicks and conversions, cost per click, cost per conversion, as well as ROI and ROAS. Traffic quality is also analysed, including time on site, depth of interaction and bounce rate.

The audit is conducted within the broader business context. Company objectives and budgets, product or service mix, margin structure, seasonality and ongoing marketing activities are taken into account. The outcome is a detailed report outlining identified issues along with concrete recommendations for optimising campaign setup and advertising spend.

Scaling advertising campaigns is possible, but it requires a phased approach. A sharp budget increase without adjustments to campaign settings typically leads to higher cost per lead without a proportional increase in lead volume. This occurs because additional budget is often spent on less targeted traffic.

To maintain efficiency, scaling is approached gradually. Budgets are usually increased by 10–20% per week, combined with parallel expansion and optimisation of targeting. Where necessary, bidding strategies are adjusted, including temporary shifts between models such as Maximise Conversions and Maximise Clicks, or easing cost constraints to accelerate algorithm learning.

Retargeting and audience expansion tools are also applied. This approach enables controlled growth in traffic and lead volume while maintaining target cost per lead and preserving performance visibility at each stage.

Traffic quality control is implemented across multiple levels. First, search term reports and placement performance are reviewed on a regular basis. Irrelevant queries are excluded through negative keywords, while websites and placements with high bounce rates or low efficiency are disabled within networks such as Yandex Advertising Network and Google Display Network.

Targeting is further refined by geography, ad scheduling and audience characteristics. This limits exposure to users who are unlikely to be interested in the product or service and helps concentrate spend on higher-intent segments.

Traffic quality is continuously evaluated using behavioural and business metrics. Conversion rate, cost per conversion and other performance indicators are monitored closely. A decline in conversion rate is treated as a signal of reduced traffic quality and triggers adjustments to campaign settings.

When suspicious activity is detected, built-in platform safeguards and anti-fraud solutions are applied. Sources with abnormal click volumes are restricted, and additional limits are introduced where necessary. This approach helps maintain a stable flow of qualified traffic while minimising spend on ineffective or low-quality impressions.