How to check the effectiveness of existing advertising campaigns?

Question

contextual advertising

Good afternoon. Previously, I did not deal with setting the context on my own. Now the customer has set the task to analyze the effectiveness of existing advertising campaigns in direct. According to the metrics, I see that only 1 order came in a month.
The question is, what data in the directive should you pay attention to in order to understand where to start optimizing?
Companies 4 (St. Petersburg, Moscow, regions, Russia)

Answer 1

you can’t win direct like adwords,
well, for complacency, you can start with branded traffic

Answer 2

What goals are set in Yandex.Metrica and what kind of website do you have?
Do you need to track calls?
How many keywords are in campaigns?
What's the strategy?

Answer 3

1. Look at the phrases - there should be phrases for which a person wants to buy / order, and not look / read. For example, the phrase "price stretch ceilings" can convert (and does it successfully), and the phrase "do-it-yourself stretch ceilings" is very unlikely to bring a client.
Firstly, you should not have such "article" phrases in the campaigns themselves (it is allowed in YAN).
Secondly, "harmful" words should be minused, which will bring unnecessary people (the most frequent ones are "by yourself", "by hand", "download", "online", "how", "do". I wrote offhand, more specifically - already depend on the activity/products). To downvote, you can view the search phrases for which ads were shown in the direct in the report builder,
Thirdly (well, this is already my habit) - I divide campaigns not by "warmth", but by the type of requests - "buy / order", "price, calculation, calculator, cost", "general", "article", " competitors" (yes, it also sometimes works fine).
6. Here I will say in more general terms - read the rules, principles of writing ads. How to encourage the user to go to the site and make a purchase.
7. Well, in general - low conversion is not always a context problem, it is also a website problem . Either non-target users get to the site, and they don’t see the answer to their questions there, or they are targeted, but they don’t see the answers. they are simply not on the site or they are far hidden.
You can continue indefinitely. Especially like this - "blindly".

Answer 4

In general, I would focus on such indicators in Metric
1. The amount of traffic per month is 1000 or so. The average conversion in Runet is -1%, that is, from 1000 people there should be 8-12 applications, of which 30% will be non-targeted. 50% will go to the sale, that is, 2-5 sales. If you had 200 people in direct and 1 sale, then it's fine.
2. Percentage of failures at the entrance of 30% or less. If so, then the traffic is targeted and users like the site. If failures are 50%, then either the traffic is not targeted, or the site is poorly made.
3. The cost of a click falls over time, not rises. If the ads are well composed, then over time the CTR accumulates and the cost per click falls, if not, then vice versa.
If you want, I can make a free audit of the campaign, for this, fill out an application at the linkgoo.gl/forms/QPzwzPbvCb