On November 2, the third annual Yandex 42 conference took place in the southern French city of Cannes.
When it comes to determining which goals are most important for a certain ad campaign, we are sure that you know best. Now the Yandex.Direct interface makes it possible for you to designate the goals that are most important in your campaign and set specific conversion values for them.
Yandex.Direct is stepping up to a new level with video ads available for Text & Image campaigns. Set bids, adapt ad texts and titles, and apply bidding strategies and budget limits separately for video ads, without affecting your other ads.
Thousands of patients from across the world come to the Hadassah clinic, one of the largest in Israel, for medical care each year. In December of 2016, the international medical tourism company Health Plus International Medical Adviser became Hadassah’s exclusive partner and took on their marketing department functions. In one year, the company succeeded in increasing the number of target leads by an impressive 69%. Keep reading this success story to find out how Yandex.Direct helped them reach these exceptional results.
Display campaigns are ideal for strengthening brand loyalty. They attract your target audience into the sales funnel, where you can then continue communicating with them via contextual ads and retargeting.
To make the entire ad purchasing process even easier, you can now manage your display campaigns in the Direct API.
This week, the “Manual bid management” strategy in Yandex.Direct will be replaced by the “Manual bid management with optimization in ad networks” strategy. This means that Yandex algorithms will help make sure that ads receive as many possible conversions in ad networks while remaining within the set budget limits, regardless of the strategy selected.
We have been improving the algorithms used to purchase traffic in the Yandex Advertising Network for some time and are now ready to launch them in full. In the next two weeks, the “Manual bid management” strategy will automatically switch to the new “Manual bid management with optimization in ad networks.” The improved strategy will help to attract users ready for conversion on sites in ad networks. Their readiness to convert offers advertisers an important benefit: lower CPA.
Display campaigns are a new auction product available in Yandex.Direct with CPM payment. Display campaigns allows you to show HTML5 and image banners in the Yandex Advertising Network to audiences with the characteristics and interests that you determine.
Two new age groups have appeared for bid adjustments and statistics in Yandex.Direct. They will allow advertisers to show ads to their target audiences with greater flexibility and precision.
Previously available to some of our clients as a closed beta, Direct's Turbo pages are now available to everyone.
Web page loading time, as well as website quality, is crucial when someone is looking for a product or service to buy online. Direct's Turbo pages boost your conversions and improve your customer engagement on mobile by providing you with a quick-loading mobile landing page, instead of a page that takes ages to load, doesn't load at all, or is simply not designed for viewing on smartphones or tablets.
Denis Zlobin, Project Manager
We believe that the top questions on the app marketers' minds today are: Where to scale next and where to get more users? Is user acquisition enough? How can I save time on boring tasks and do more creative work instead?
Olga Erykalina, Advertising Technology Development
The Yandex Advertising Network reaches millions of people daily, including the majority of Russian online population. We are able to do this with the help of thousands of our partners, so if you want to reach an audience of Russian publishers with CPC-based targeted advertising, you have come to the right place.
Herman Tsarev, Head of Audience Targeting
The most exciting part of technology without a doubt is data. If your goal in digital marketing is performance or display advertising, Yandex.Audience is definetely a tool that will help you to answer your questions with the data you have in a meaningful way.
Mikhail Bilenko, Head of Machine Intelligence
Yandex has always been about intelligence. In the beginning, there was search, and search was about getting all the information on the web and serving it right to every person. But the world has changed since then: everyone has moved to mobile, and intelligence now is about getting information about the world around us, about services and, most importantly, communication.
The Yandex voice assistant, Alice, is also all about intelligence, and even more. Being summoned by “Hey, Alice” and answering user questions, it seems very simple. But let's have just a quick glance under the hood.
It has been a long time since Yandex.Direct moved from being a search advertising tool for responding to customer demand to a versatile marketing platform providing solutions for every step of the customer journey, in multiple formats and with a variety of buying models.
Eugene Lomize, Director of Strategic Development at Yandex, spoke at the YES conference about the direction Yandex.Direct is currently moving, what has already changed, and why autopilot marketing is so important. Let's have a look.
Interview with Yandex Global Sales Director Bernard Lukey
As businesses around the world are moving more and more of their advertising budgets towards performance marketing, they pay more attention to conversion rates for mobile traffic and are falling in love with video-enabled ads. Yandex not only observes these same trends in Russian market, but is helping shape them. We asked Bernard Lukey what tools Yandex offers its clients to achieve their goals and respond to global trends, which industries yield the biggest revenues from their business in Russia, and which areas are still developing.
TV advertising formally remains in first place, but when we take audience quality into account, we can say with confidence that most advertisers today search for their audiences online. Let’s take a look at why.
Video extensions in Yandex.Direct continue to show good results, with higher click and conversion rates than regular Text & Image ads. We are not ready to rest on our laurels just yet, however, so we will tell you about to changes you can make to your video extensions to improve their performance and the quality of your contact with users even further, and how this can raise conversions along your sales funnel.
As more and more formats for search ads appear, advertisers often left wondering which of their creatives are performing best. We made this task far simple by adding new experimental metrics to Report Wizard in Yandex.Direct: average traffic volume, weighted impressions and weighted CTR.
When users are preparing to make a purchase, they often visit sites more than once, often arriving from different sources.
It is important for advertisers to know certain things — some wish to know which ad first motivated a user to consider making a purchase, and others are curious about which one was the final, convincing factor in the user's decision to place an order.
We recently added new attribution models to Yandex.Direct that can provide advertisers with the clarity they are seeking. In this post, you can find out about these and other minor changes to calculation methods.