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Online Course: How to place an ad in Yandex.Direct
Lesson 6: Create an ad group
 

Lesson 6: Creating an ad group

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In this lesson you will learn:
6.1. Two steps to creating an ad group
6.2. How to create ads
6.3. How to choose settings for the entire group
Lesson summary
Questions

In the previous lesson, we covered the settings at the campaign level.

In this lesson, we will look at how to create an ad group.

6.1. Two steps to creating an ad group

As we mentioned in the previous lesson, an ad campaign consists of at least one ad group. It takes two steps to create an ad group:

  • create an ad
  • choose settings at the ad group level

Let’s look at them in order.

6.2. How to create ads
One ad group can contain up to 50 individual ads. In this lesson, we will take you through the steps of creating an ad group and one ad within it. Once you are familiar with the process, you can repeat it and create as many ads as you want. Yandex.Direct will test all the ads in the group and automatically select the one with the highest CTR for impressions.

1/10 Enter a name for the ad group

Choose a name that will make it easier for you to find within the overall campaign. The name of the group is up to you — you are the only one that will see it.

2/10 Select the ad type

You can add either Image ads or Text & Image ads to the ad group. If this is your first ad campaign, we recommend you select Text & Image ads for your first ad group. You can add Image ads later on.

3/10 Ad title and text

You ad title and text should tell your potential customers about your products or services:

  • Specify what sets your offer apart from others.
  • Respond to the user’s search query as directly as possible: offer users exactly what they are looking for.
  • Remember that any words in your ad text that are present in a user’s search query will appear in bold (and better grab users’ attention). You can increase the amount of bold text in your ads by using templates that automatically insert keywords into your ad texts.

    The second ad title appears in specific situations, depending on the area available that the titles will take up. We recommend you come up with ad titles that can complement each other when appearing together, but also make sense when appearing separately. Best of all are short, attractive phrases about the advantages of your offer: “Discounts up to 70%!” “Free delivery” “In stock” “Up to 70% off!” “Free delivery!” “Next-day delivery!” etc.

    On the right hand side, you can check how the ad will look on different sites.

4/10 Enter the link to your site

This is the address of the page where users will be redirected when they click on your ad. This page’s content should correspond to the text of your ad and the user’s search query. The degree to which they correspond is what we refer to as relevance. The more relevant your ad is, the higher its quality coefficient. Higher quality coefficients can lead to lower CPC.

5/10 Enter the display link

This is the address of the page of your site that will be visible in your ad.

We recommend using a display link that is easy to read and clearly shows where it leads.

6/10 Add an image

Ads with images can appear on sites in the Yandex Advertising Network and other external ad networks. They do a better job at grabbing users’ attention, with 2.5X higher conversion rates. Remember that your ad’s image should clearly correspond to the product or service that you are selling.


7/10 Add video extensions

Video extensions are another way to increase your ads’ CTR. You don’t need any expertise or experience making video content — Yandex.Direct automatically generates video using your Text & Image ads, turning your static ads into an animated ad block. These video ads can appear in the Yandex Video Network.


8/10 Enter sitelinks

Sitelinks increase ads’ CTR by up to 20% by making it easier for users to quickly find the section of the site they need. You can use sitelinks to draw attention to the advantages of your offer, show additional product information, or provide links to different product groups. Sitelinks must lead to pages of the site being advertised, product or service pages on Yandex.Market or to social networks.


9/10 Add callouts

Callouts are short texts that allow you to briefly describe the advantages of your offer. Callouts are not clickable, but give you extra room to mention anything you could not fit into the main ad text. They appear in ads in first Premium placement on desktop computers and on all devices in ads in the Yandex Advertising Network.


10/10 Enter your address, phone number and working hours to your vCard

vCards make it easy for users to contact you even if they don’t visit your site. On mobile search results pages, your ad will feature a telephone button that lets users dial the number in your vCard in just one tap.

Fill out as many fields in the vCard as possible — this is what users will see when they click on your contact information.


Now let’s move on to the next step.

6.3. How to choose settings for the entire group

Add previously selected keywords to the keyword field.

As you add keywords, hints will appear to the right. Select the relevant ones to expand your keyword list. Make sure that the keywords you choose match your ad text and landing page.

To add to your keyword list, you can also click the “Select words” button.

Simply enter a keyword and click “Select.”

Detailed information from WordStat, including the number of monthly impressions, will appear for the additional keywords suggested. Select the ones you consider relevant for your campaign and click “Save.”

Add negative keywords that you previously selected.

As we mentioned in Lesson 2, you can get by without keywords by enabling autotargeting and launching your search ads without keywords.

Set a limit for the maximum click price.

If you chose a manual bid management strategy when setting up your campaign, or limited your CPC as part of an automatic strategy, set the maximum CPC. If you don’t do so, default values will be set. You can change the CPC for individual retargeting lists on the campaign page.

To increase your reach of mobile audiences, we recommend adding Turbo pages to your ads. Turbo pages in Yandex.Direct are additional mobile landing pages that load much faster on mobile devices.

Leave the rest of this page with its default settings. To finish creating the group, click Next.

Lesson summary

We looked at how to create an ad group..

The first part involved:

  • Entering a name for the ad group
  • Creating an ad title and text
  • Entering the link to your site and a display link
  • Adding extensions like images, sitelinks, callouts and video
  • Adding contact information

The second part involved:

  • Adding keywords and negative keywords
  • Setting limits for maximum CPC
Questions
What advantages do vCards offer?
Correct. Having a vCard means that your contact information appears in your ad after its text. Clicks on the vCards are considered clicks on the ad (and cost the same).
Not quite. Having a vCard means that your contact information appears in your ad after its text. Clicks on the vCards are considered clicks on the ad (and cost the same).
Why do you need sitelinks?
Correct. Sitelinks simplify navigation and offer additional space for text.
Not quite. Sitelinks simplify navigation and offer additional space for text.
In which situations do callouts appear? Select all the correct answers:
Correct. Callouts appears on search and in the Yandex Advertising Network on all devices.
Not quite. Callouts appears on search and in the Yandex Advertising Network on all devices.
Not quite. Callouts appears on search and in the Yandex Advertising Network on all devices.
You can manage your ad campaign on your own or with the help of a Yandex manager. To find out more about working with a Yandex manager and request one for yourself, click here.
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