Find irrelevant pages in your advertising campaign

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In today's article, you will learn how to quickly find problem areas in your advertising campaign and identify key phrases that lead advertising to irrelevant pages.


One of the most common mistakes in setting up advertising campaigns is using irrelevant pages in ads. The initial transition to the desired page significantly increases the likelihood of conversion than simply hoping that a person will find what he is looking for himself.


Let's look at ways to check pages in advertising campaigns for relevance.


Checking target URLs in search engine services
For Yandex Direct, you can use Metrica and in the report “Direct — Summary” create a grouping “Search Phrase (Direct) → Landing Page”



But it is not very convenient to view all the phrases there and you have to export to PDF.

For Adwords, one of the basic ways to check whether people are going to the right page from an ad is Google Analytics. Just go to the AdWords Search Queries report and select Target URL as an additional parameter.


In it, you will see a table indicating the search phrases that were clicked on, the pages where the ad led, the number of clicks and costs.


Both methods have disadvantages:

Going through a lot of phrases (hundreds and thousands) can take a lot of time and effort.
You need to have a good germany phone data understanding of the structure and content of the site in order to determine from the page address whether it matches the search phrase.

A quick way to find non-target pages is to analyze search engine suggestions
Search engines are no worse than specialists at understanding the content of a site and selecting relevant pages. Therefore, to quickly find incorrect target addresses, you can use search engine hints. Namely, pages that participate in organic search results for many search phrases.


This method is not suitable for completely new sites or sites with poor SEO. If the site is new or has poor optimization, then it will not be possible to determine the appropriate page based on the search engine results.


SpyWords allows you to do this very quickly. Thanks to its large database and regular updates, it allows you to find a huge number of phrases by which almost any site is ranked and advertised. You only need to compare the URL of the page from the organic search results and your ad.


Let's look at the example of the site dodopizza.ru .

Let's enter the domain in the competitor analysis and go to the table "Unique ads dodopizza.ru in Yandex.Direct".


Here we may not find by name, an ad with the page URL we need, and also see the queries for which the ad is advertised (you need to click on the number of queries):


SpyWords does not show all the phrases for which ads are displayed. This may be due to the fact that at the time of parsing the results, the ads were not displayed due to competition, daily budget restrictions, or time of day. There are many options.


2. Copy the URL of the desired page without utm tags and go to the table by domain "Visibility of URLs of the dodopizza.ru domain in search results"



In this table we can see all the queries by which a specific page of the site is ranked. To do this, simply enter the url of the desired page in the search bar and then click on the search result:


On the next page we will see all the queries for which this page ranks in organic search results:


By analyzing the list of organic keys of this page, you can understand how relevant or irrelevant the keys that we specified in Yandex Direct are for this page.


This is how, with the help of SpyWords, you can quickly check the correctness of target URLs in advertising and improve your advertising campaigns.