Let's discuss the main points of the settings from the office, because you have probably already tried working with the search settings at least by trial and error.
Create a campaign
We perform this action in the literal and ameriplan email leads figurative sense of the word. That is, you need to click Create campaign and select the Text and graphic ads section.
Advertising YAN_settings
Now fill in and set up all the conditions: name, region, display time. The most important step here will be choosing the Display Strategy. Do exactly as shown in the illustration.
Advertising YAN_settings
Set a daily budget, otherwise you may advertise for a highly competitive keyword and immediately spend all your funds.
Decide whether you are going to distribute ads on thematic sites or in all possible places. Then you just need to click the check mark.
Name the campaign and create an ad
Attention! Skip creating quick links, but be sure to add images, as they greatly increase the clickability of ads!
Advertising YAN_settings
Loading keywords
If you are creating an ad for thematic sites, it is best to have one keyword per ad. When using five or more keys, Yandex starts looking for sites that use all the keywords for your YAN contextual advertising at once. As you understand, this way you reduce the number of sites that are suitable for you.
Setting up retargeting
If you want the ad to be seen by those who have visited your site, the setup consists of selecting this data from the created goals. All you need to do is check the box.
Don't forget to include some bonuses in your offer - this way people will be more willing to click on the ad.
Advertising YAN_settings
The most common schemes for retargeting are:
came in but didn't buy/leave a request;
abandoned the cart (relevant for online stores);
bought the product.
Remember, to prevent the same audience from seeing your regular ads and retargeting ads at the same time, you need to set different bids for the click price. Usually, retargeting ads are equal to + 50% of the YAN click price.
How to create an ad in YAN
Here's a quick checklist of rules to make creating ads easier, plus a couple of ad examples as a nice bonus.
It is important that the ads on this network are eye-catching to your potential customers, as there is a high probability that they are currently reading articles on other topics. Therefore, an attractive image and text that touches on a person’s interests will help to distract them and make them go to your site.
Unlike search engines, YAN allows you to use a creative approach when creating ads.
Use questions, think about how you could start a dialogue with your potential client through the ad.
Advertising YAN_advertisement
Don't be afraid to use bright frames to highlight your pictures.
Advertising YAN_advertisement
If your company operates in several regions or across the country, prepare separate groups for each major city.
Advertising YAN_advertisement
Use different image sizes for YAN (1:1, 3:4, 4:4, widescreen 16:9) so that the ad is displayed on more sites, which means that a larger audience is reached.
Try using a variety of texts and images.
Direct's interface allows you to add images when creating or editing an ad group.
Advertising YAN_advertisement
Be sure to use UTM tags for link advertising.
Not only traditional text and graphic ads are suitable for advertising in Yandex Direct, but also ready-made banners of various sizes. To use this function, when creating or editing an ad group in a campaign, simply change the type to Graphic ad.
ad in YAN
Next, you can upload banners or create them in the Yandex designer.
There are certain file restrictions. For example, the size of each file cannot exceed 120 KB. JPG, PNG, and GIF formats are allowed. We recommend testing as many different sizes as possible: 240×400, 300×250, 300×500, 300×600, 336×280, 640×100, 640×200, 640×960, 728×90, 960×640, 970×250.
Setting up advertising in YAN: step-by-step instructions
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