Combinatorial adsβ are a new type of ads for Unified performance campaigns where you provide several ad titles, texts, images, and videos, and Yandex Direct generates multiple banners from them. You can serve these ads in Yandex Search, the product gallery, the Yandex Advertising Network, and Yandex Maps.
How the new tool helps optimize ad management:
- Makes setting up Text & Image ads faster and easier
Instead of creating multiple separate ads with different messages, you can add as many elements as you like to one ad. Yandex Direct will automatically generate banners from them, and the Yandex Advertising neural technologies will identify the most effective option for each impression. - Expands reach and improves conversion rates
Having more titles, texts, images, and videos in one ad helps you better highlight your offer. This allows you to cover more placements and queries, address a wider range of user interests, and serve each person the most relevant version of your ad — making clicks and conversions more likely. - Chooses the optimal format for each placement
By uploading multiple images and videos in different aspect ratios, you ensure that each placement displays creatives in the right proportions.
Results from closed beta testing
Some advertisers have already tried combinatorial adsβ as part of closed beta testing. Here are their results.
The S7 Airlines and Realweb digital agency team was among the first to test the new ad type.
The tool helped them optimize their Yandex Search ads by automatically serving the most effective variations — without needing to create each one manually. It also delivered more clicks and conversions than regular Text & Image ads with the same elements.
Results:
Another team to test combinatorial adsβ was ArrowMedia.
The tool helped them generate more effective banners from the uploaded elements and serve them in the Yandex Advertising Network. Over two months of testing, combinatorial ads generated more clicks and conversions than a Text & Image ad campaign with identical settings, while CPA decreased.
Results:
How to set it up
1. In a Unified performance campaign, select the Combinatorialβ ad type.
You can add up to three non-archived and up to ten total combinatorial adsβ (including archived ones) to a single group.
2. Enter the link to the page you want to promote.
3. Add up to seven titles and up to three text variations, either manually or with the “Generate titles and texts” option.
4. Add up to five images and configure their smart centers.
Working with smart centers is now easier. We’ve added a section with examples of how images will appear in ads with different aspect ratios. You can adjust the smart centers directly in this section.
5. Add up to six videos in all available aspect ratios.
The more titles, texts, images, and videos you add, the more banners Yandex Direct can generate — and the more users you’ll reach.
6. Finally, fill out the remaining sections: contact details, callouts, sitelinks, and price or promo information. These elements can also appear in your ads.
The new ad type is also available in Direct Commander.
How to evaluate results
To measure the effectiveness of combinatorial adsβ, use the “Ad type” cross section in the Report Wizard.
For deeper analysis of individual elements, use the “Title” and “Text” cross sections. The “Image” and “Video” cross sections will become available soon.
Experiment with combinatorial adsβ and add them to your campaigns to streamline ad setup and improve performance. For more information about the new ad type, see Help.
