Secrets of Contextual Advertising in Yandex.Direct
Posted: Tue Jan 28, 2025 6:40 am
Ads for search and YAN sites should be different
If we talk about search queries, then we meet hot customers there – they are ready to pay for your product, so you only need to show them one ad. Whereas users on YAN sites usually have other goals. For example, they can simply study a certain topic, not being interested in your ad specifically at the moment.
Of course, your ad may be interesting to outlook email list a visitor to a certain site. We remember that Yandex displays ads according to our preferences, remembering that we once entered a query on this topic in the search engine. However, right now the buyer is not ready to buy and is completely busy with other thoughts.
So what should search and site ads look like? Let's look at an example:
YandexDirect_secrets of contextual advertising
The second option was created specifically for partner sites. Interestingly, its CTR was almost twice as high as the first ad, and the costs for such advertising were much lower. There is another secret of contextual advertising that was not taken into account here: we recommend adding a picture to the ad - this will have a good effect on efficiency.
1 key = 1 ad
This is the minimum ratio. If we talk about the maximum, then one keyword can have several ads. This way, you will be able to more precisely disable ads for words with low conversion. However, to do this, the latter will have to be tracked in the future.
It is also important that the CTR on the search results is higher for similar advertisements, since the title almost completely matches the key phrase.
Let's imagine that someone enters the query: "New Year's balloon decoration". What title do you think they will like more?
"balloon decoration";
"decorating holidays with balloons";
"New Year's balloon decoration."
Surely, the user's reaction is obvious: the last option will have the highest CTR. If we decide to take a number of keys at once for one ad, that is, one title, we will not be able to precisely adjust it to this phrase.
In this case, we do not look at the fact that the title length is exceeded, which means that Yandex will not accept it. As well as the fact that the key used in the example is not commercial, but rather informational in nature. For now, it is more important for us to understand the principle of operation of this secret of contextual advertising when optimizing an advertising campaign in Yandex.Direct.
Use time targeting only after careful consideration.
We recommend disabling the display of advertising while your company is resting. It is unlikely that a user who visits a site late at night will save the number to call in the morning. More likely, the costs of his click will result in him viewing and simply forgetting about you.
As practice shows, this is what happens most often. Therefore, time targeting is an incredibly important secret of contextual advertising in Yandex.Direct.
However, it is worth understanding that this rule does not always work. Thus, there are situations when there is a catastrophic lack of ad impressions on a specific topic in a certain region. The reason may be either the narrowness of the topic or the small population. In this case, it would be unwise to refuse advertising at night - there is always hope that someone will call back.
There is another nuance to setting up time targeting. It may seem incredible, but the behavior of one audience may differ depending on the time of visiting the site. And now we are not talking about day or night, but only about daytime.
Unfortunately, there is no ready-made formula that can tell you when exactly it is worth posting ads and when to wait. This indicator is directly related to the topic and audience.
Testing via Yandex.Metrica will help determine the most converting hours. Disable ads for a while with the opposite result.
If we talk about search queries, then we meet hot customers there – they are ready to pay for your product, so you only need to show them one ad. Whereas users on YAN sites usually have other goals. For example, they can simply study a certain topic, not being interested in your ad specifically at the moment.
Of course, your ad may be interesting to outlook email list a visitor to a certain site. We remember that Yandex displays ads according to our preferences, remembering that we once entered a query on this topic in the search engine. However, right now the buyer is not ready to buy and is completely busy with other thoughts.
So what should search and site ads look like? Let's look at an example:
YandexDirect_secrets of contextual advertising
The second option was created specifically for partner sites. Interestingly, its CTR was almost twice as high as the first ad, and the costs for such advertising were much lower. There is another secret of contextual advertising that was not taken into account here: we recommend adding a picture to the ad - this will have a good effect on efficiency.
1 key = 1 ad
This is the minimum ratio. If we talk about the maximum, then one keyword can have several ads. This way, you will be able to more precisely disable ads for words with low conversion. However, to do this, the latter will have to be tracked in the future.
It is also important that the CTR on the search results is higher for similar advertisements, since the title almost completely matches the key phrase.
Let's imagine that someone enters the query: "New Year's balloon decoration". What title do you think they will like more?
"balloon decoration";
"decorating holidays with balloons";
"New Year's balloon decoration."
Surely, the user's reaction is obvious: the last option will have the highest CTR. If we decide to take a number of keys at once for one ad, that is, one title, we will not be able to precisely adjust it to this phrase.
In this case, we do not look at the fact that the title length is exceeded, which means that Yandex will not accept it. As well as the fact that the key used in the example is not commercial, but rather informational in nature. For now, it is more important for us to understand the principle of operation of this secret of contextual advertising when optimizing an advertising campaign in Yandex.Direct.
Use time targeting only after careful consideration.
We recommend disabling the display of advertising while your company is resting. It is unlikely that a user who visits a site late at night will save the number to call in the morning. More likely, the costs of his click will result in him viewing and simply forgetting about you.
As practice shows, this is what happens most often. Therefore, time targeting is an incredibly important secret of contextual advertising in Yandex.Direct.
However, it is worth understanding that this rule does not always work. Thus, there are situations when there is a catastrophic lack of ad impressions on a specific topic in a certain region. The reason may be either the narrowness of the topic or the small population. In this case, it would be unwise to refuse advertising at night - there is always hope that someone will call back.
There is another nuance to setting up time targeting. It may seem incredible, but the behavior of one audience may differ depending on the time of visiting the site. And now we are not talking about day or night, but only about daytime.
Unfortunately, there is no ready-made formula that can tell you when exactly it is worth posting ads and when to wait. This indicator is directly related to the topic and audience.
Testing via Yandex.Metrica will help determine the most converting hours. Disable ads for a while with the opposite result.