Moscow. Yandex and AVITO have reached agreements under which the largest classified advertisement site in Russia will increase the amount of advertising inventory it sells to the Yandex Advertising Network. Yandex, from its end, has optimized the quality and effectiveness of ad impressions on AVITO using its own proprietary technology.
You can now combine phone numbers and email addresses from your CRM data in one file to create segments in Yandex.Audience. This means segments based on CRM data are available to far more advertisers than before — these two sources make it much easier to reach the required 1000 data strings to create a segment.
Now that closed beta testing is complete, we would like to invite all interested advertisers to get to know the newly updated media-contextual banners (MCB) . If you have not tried this format yet, you can now do so in Yandex.Direct even without a Yandex manager or an external agency.
Video ads have proven to be a great solution for raising brand awareness while also working well as part of performance campaigns. The new tools we have recently added help you meet the goals you set for your video ads.
Starting today, you will notice a new addition to Yandex.Direct: display campaigns in pay-per-click format. You can now place HTML5 banners in the Yandex Advertising Network, for audiences with the characteristics and interests that you choose yourself.
Over the years we have adapted our search engine results page (SERP) to meet each user’s individual needs better and to provide a high-quality user experience. The layout of search ads takes into account each user’s needs, the given query and other competitors' ads. More relevant ads result in more efficient advertising, increased user satisfaction, and improved advertising performance with higher conversion rates and an increase in traffic.
We continually test various ad layouts and their placement on the SERP to achieve optimal results for both our users and advertisers. In the future, we plan to expand the variety of layouts. We will algorithmically select the best layout depending on a wide range of factors.
In addition to the changes in the SERP ad layouts, we will also make the auction process more transparent. In April, these changes will be reflected in both the Yandex Direct interface and API.
Please note that as of the end of February, we will no longer use the term “maximum cost per click” in Yandex.Direct.
The question of how and when to optimize your campaigns is impossible to answer without the right information. In Yandex.Direct, your most important tool on this front is Report Wizard. We recently added three experimental indicators to Report Wizard that we hope will make it even more useful: Engaged sessions (ES), Cost per Engaged session, and Engaged session rate.
As promised last week, Yandex.Direct now generates video extensions by default.
It wasn't so long ago that video extensions appeared in Yandex.Direct, but we are already observing positive results: they catch users' attention more often, their СTR is higher and their CPA is lower than for ads without video. We've decided to take another step forward — now Yandex.Direct can turn any text ads with images into video.
Yandex.Direct will soon become the one-stop shop for all your Yandex advertising campaigns.
After redesigning the MCB format this past autumn, we added it to the lineup of ad formats available in the Yandex.Direct interface. These changes involved simplifying media-contextual banners, increasing their flexibility, and switching them to payment per click, as is typical in Yandex.Direct. After reviewing the feedback we received from advertisers, we began to gradually stop impressions in the old MCB interface and resume them in the new format in the Yandex.Direct interface.
Ads from automotive dealers, insurance companies, and microfinance organizations use special badges to show their official status. Our data has shown that badges increase ads’ CTR by 2%.
Don't miss your opportunity to take advantage of holiday shopping trends! We've got tricks to help you quickly get your campaigns ready for the holiday season. Remember, most Russians exchange gifts not on December 25, but on New Year's Eve or Russian Orthodox Christmas (January 7). These last few weeks provide an opportunity to grab the attention of last-minute shoppers, so let's see which Yandex tools can help you get your holiday campaigns up and running as quickly as possible.
There are tens of thousands of sites in the Yandex Advertising Network, and the vast majority of Russian internet users come into contact with YAN ads. What kind of ads they see depends on several factors, including the individual user’s interest and the strategies in use in advertisers’ campaigns. When speaking about user interests, it’s important to recognize that they vary quite significantly along demographic lines like age and gender. Advertisers don’t always have a clear idea of exactly how they differ, so in this article, we want to shed some light on these differences. We conducted research to determine what kinds of the goods and services get the most (and least) interest from men and women of different age groups. We were also able to define different areas of interest that can be used to classify ads so that advertisers have an idea of whose attention their ads are most likely to grab.
We have recently added features typical of online catalogs to the display format.
Imagine the situation: for six weeks on end, your campaign statistics are stable, with users clicking on your ads about 50 times per week. The numbers are steady, but you check your click numbers regularly, and then one day you see it: a spike. Suddenly, instead of 50 clicks, reports show that your ads received 500 clicks in one week. Yandex.Direct shows ads on a payment-per-click basis, so this spike means advertising expenses you hadn’t planned, which you are not happy about. Moreover, the ten-fold jump in one week has you thinking that something smells fishy. You begin thinking, ‘Maybe I should disable my campaign?’
Stop! Before you take one step further, let’s check where these additional clicks came from, and see whether they are the kind of clicks you want to be getting. Instead of fearing this wave of new traffic, let’s learn how to ride it.
One of the most important factors influencing conversion rates on mobile devices is load speed. As a rule, the longer it take for a page to load, the higher the bounce rate — users either close the site or switch to another tab. Insufficient load speeds can lead to losing up to 30% of a site’s traffic — the same percentage of users that visit sites from smartphones. To prevent such a significant loss, use the new Turbo page in Yandex.Direct: additional mobile landing pages with increased loading speeds. Yandex.Direct determines the device used to open your ad, and redirects the user to the corresponding site.
At the end of this month, the “Shared account” option will become a default setting in Yandex.Direct. As a result, any new accounts you create will have a Shared account automatically enabled.