Keywords are shown in the "readable" view. Thanks to this, we were able to use the header template in our ads. This made the ads as relevant as possible to the key query, and the deductible price was lower than that of competitors.

We collected negative keywords with special care, which allowed us to cut off non-targeted clicks, or clicks with an unclear user goal.

In the contextual advertising settings, we applied bid adjustments to:

• Mobile and desktop devices
• Gender, age

We applied geo-location adjustments using Yandex audiences, increasing the bid for users with a higher conversion rate. This allowed us to get more hot clients without exceeding the budget.

To collect statistics, we used UTM tags to correctly track ad performance and send information about the lead source to CRM.

Each ad is duplicated by the mobile version of the ad, so that it is displayed correctly in the mobile search results.

Proper setup and adjustment of the campaigns in Yandex Direct and Google Adwords allowed to real requests from clients in the first days of its work. The bid price allows you to get a high ROI. The client increased the budget for contextual advertising by 2 times.