How to check the work of a contextual advertising contractor?

Question

contextual advertising

Hello! Friends, I need your help: I ​​have a task from the management - to check whether our contractor is effectively spending the budget (500 tr. per month) on Yandex.Direct and Google AdWords contextual advertising. At my disposal: 1. uploading xls from Direct (contractor's personal account) for advertising campaigns with spending money, 2. access to Yandex.Metrica, 3. access to Google Analytics (without spending money).
SEO work on the site is not being carried out and never has been.
My experience is just the implementation of SeoPult recommendations for internal optimization, reports on the positions of promoted keywords in PS and content management.
For three days I randomly read everything on the Internet using contextual advertising and I understand that it’s impossible to continue like this.
Guys, tell me where to start? Is it possible to prepare a report from such initial data?
Do analytics services really only show statistics for the last 90 days?
How to analyze the effect of advertising and targeted / non-targeted spending of the budget if there is no initial data (before connecting campaigns)?
Background: one employee contributed to the dissolution of the web development department, brought his contractor, and personally worked with him, the contract is all in favor of the developer, the launch of the new site was delayed for a year, there is no promotion and there was not, there are no technical specifications and documents for ordering contextual advertising.
Thanks in advance!

Answer 1

With such a budget, you can hire a good analyst on staff.
Spend 100k per month, but for 400k on advertising you will get more effect than now.

Answer 2

The amount of work, of course, is to be considerable if you need to check everything qualitatively and thoroughly.
So far, answers to your first questions:
Now for the contractors:
Now what should you do first:

1. Go to the reports of analytical systems by sources. Find ad systems there. Review your performance metrics: bounces, time on site, average page depth. If goals are set - conversion by goals.
   Compare this data with other traffic sources. I can only give examples of bad indicators to give you something to build on, but they may differ depending on the specifics of the site: failures are more than 30%, time on the site is less than a minute, browsing depth is up to 2 pages.
   These are your first actions, and so you can watch a lot of things and ask a lot of questions to the contractor. In practice, I can say that there are no ideal campaigns.

Answer 3

By direct, you need to look at the quality of the account. Then look at the number of phrases in each advertising campaign, ad. Look at how much a group of words matches the ad text (for search it is fair, for YAN it doesn’t matter). Look at the dynamics of the average cost per click by month. See what items are on order. Where is the special accommodation, where is the entrance to the guarantee. See if search and YAN campaigns are separated. Are pictures set for YAN.

Answer 4

Before studying analytical reports, it is worth checking how well the advertising campaign itself is set up
. First of all, I recommend checking:
Settings and parameters of the advertising campaign. Very often, a few checkboxes give a significant increase in efficiency
Are there common negative words in the campaign
Are impressions on search and in the Yandex advertising network Separated
How optimal is the chosen display strategy
Are there extensions for ads
Are there additional links
Are keywords "cross-minused"
See:
Is there an advertisement written for each phrase - this is labor-intensive, but often justified, especially for high-frequency and competitive phrases

Answer 5

The first statistics on the hosting server and your account.
Contact the host to give you access to statistics. There any detailed is automatically written.
Use the xseo.in tools to find out how you are doing with the project in general.

Answer 6

As an option - order a freelance audit of the Republic of Kazakhstan. Or find a referral agency that will do an audit and immediately draw beautiful numbers (it was, it will be). And put it on the table of management. Here they say the guys - they say it’s badly tuned and they will do it 1.3 times better with the same budget.
Maybe they don’t give access, because not all 500t.r. reach Yandex? )

Answer 7

Friends, there is news! At the end of April, out of desperation, I turned to this forum in search of advice. Let me remind you that at that time I was instructed to check whether our contractor (from another city) was effectively spending the budget (500 tr. per month) on Yandex.Direct and Google AdWords contextual advertising. There was almost no data, because the contractor worked from his account in Metrica, and did not give access, and Analytics generally demolished and set up a new one, as he began to work for us! Then no one followed the accounts, they just paid the bills once a month. I don’t know why they asked me, and who decided that I generally understand Internet advertising - apparently I once told someone that I went to seminars on websites and promotion.
Thanks to everyone who answered here, some information really came in handy for me.
Here's what happened next: I opened all the archive boxes of the former web department, called the seo companies with whom they worked (it turned out that after all, some work was done to promote before), I got access to accounts from Yandex, Google and contractor, all calculated. I wrote a 30-page study, similar to a course paper, added the simplest graphs and charts from the metrics (after all, I found the old account of the former web department of the company and rummaged through the archives), supplemented it with explanations and conclusions. Wrote introduction-relevance-conclusion. I compared the current situation, and, having studied a decent number of portals, I suggested how the site and our online in general could develop using an integrated approach (all types of optimization, usability, technical improvements, etc.). I got to digital, but then my brains weren’t enough, and I’m at a meeting, where she presented her work, expressed the idea of ​​inviting a professional in this field (Director of Internet Marketing) to the company, who would take care of online in general, and promotion in particular. Imagine my surprise when, after a couple of weeks, I was asked to find a promotion company, and a month later, the employee I was talking about went to work and, indeed, took everything into his own hands! We have been working together for a month now, we are slowly getting used to it. Of course, I help him actively as much as I can, I try to develop further, to learn in practice. The company created a new department for the development of Internet projects for us (in other words, they partially restored the web department). As far as I know, the budget was redistributed, now this money is used for promotion with various additional services, the context has been removed for the time being, The usability of our site is being actively improved. I'm interested!
And my position is just a content manager. The salary was raised from 35 to 50. I have been working in the company for a year.
Thank you all for your patience and willingness to give advice.
Good luck everyone and success. We hope for the best guys!