Dynamic ads take data from your site or product feed and automatically generate individual ads for each product and related query. They appear on Yandex search and search sites in the Yandex Advertising Network. The format of Dynamic ads offers considerable advantages for advertisers by freeing them from significant amounts of manual work. If advertisers previously needed to check which products were in stock, and then choose an ad title, keywords and a landing page for each one, then Yandex.Direct make things far simpler with Dynamic ads by performing these tasks automatically.
Dynamic ads can be used in a wide range of businesses, with the exception of products or services which require certification, registration or licensing.
Dynamic ads are a great solution if you are interested in:
- Expanding your reach, entering new markets.
- Covering low-frequency search queries.
- Improving the performance of your regular Yandex.Direct campaigns by testing out new keywords and adding them to your keyword list.
- Retargeting and increasing sales.
We have already written about how Dynamic ads work and explained how to use feeds. The agencies we partner with, who were among the first to test this new format, have already begun sharing their success stories: how they were able to increase ROI for eCommerce or teach Yandex.Direct to choose the right keywords. By the time that Dynamic ads closed their beta version, the number of these success stories had grown further.
Dynamic ads help reach larger audiences
Siberica96.ru, an online cosmetics store
We started with well-known brands like Natura Siberica, Organic Shop. Our product range was expanding, and we began working with producers that were not so well-known. It became harder to choose the right keywords and make sure that our ads didn't redirect users to products that were out of stock.
— Marina Rudolf, owner, Siberica96
Search ads, YAN and retargeting were sufficient in the beginning.
Goal: increase the number of orders
Test period: 60 days
- Created a keyword list from branded queries based on the categories with high demand.
- Created search campaigns in Yandex.Direct for the main product groups.
- Enabled impressions on partner sites.
- Set positive bid adjustments for women.
- Set up retargeting.
- Created a YML file with a product list and used it to automatically generate Dynamic ads.
- Set up goals in Yandex.Metrica to track orders from the site.
We were delighted with the results: we got 80% of our conversions from Dynamic ads, for just 25% of our budget. The CPC was just 3.3 RUB, and CPA – 79 RUB. The results of the experiment led us to redistribute the advertising budget in favor of Dynamic ads.
— Yulia Nadyrova, contextual advertising manager, Promo Expert
Remaining in your target audience's vision
Butik.ru, online department store
The MediaNation agency had the task of attracting and maintaining new users for the Butik department store. Dynamic ads use your keywords to reach users that your regular campaigns would miss.
- Focused the Dynamic ads on achieving maximum reach by setting a minimum bid for the entire campaign.
- Added maximum bid adjustments for users who previously made purchases. These users are loyal and easily make repeat purchases.
- Set bid adjustments for regular customers that were twice as high as those for regular site visitors.
They assessed the results based on conversion rates and СРО, and looked at the contribution made by Dynamic campaigns in delayed conversions as well.
Previous customers converted 3-4 times more often than new audiences. Those who visited the site converted 2-3 times more than brand new users. Dynamic ads are an important format for attracting customers, since roughly 20% of users return to the site within 10 days via other channels — often from remarketing ads — and place orders. As a result, СРО remains within the target range when accounting for spend on other channels.
— Kirill Fyodorov, MediaNation
A bit more about Dynamic ads, targeting and retargeting
Dynamic ads mean that you can quickly get a lot of high-quality traffic that you would miss with manually created ads. Moreover, Yandex.Direct users have told us that these results end up costing significantly less. Dynamic ads evolve along with users' behavior in search, continuously incorporating new queries that would pass by unnoticed in traditional campaigns. These queries allow you to see your audience — here and now.
When using Dynamic ads, it's important that you track and adjust your list of keywords, and add irrelevant ones to your negative keyword list. Check the Search queries report in Report Wizard to see which keywords brought impressions and clicks. You can export this data into an Excel file by clicking "Request reports."
Bid adjustments also help you reach your target audience. For example, you can increase bids to make sure your ads appear to users who added products to their cart several days ago or who placed an order in the past. This is a proven method to improve your campaigns' performance.
We have collected useful material on how to use different Yandex tools, including Dynamic ads here. We hope to be able to add your success story to this page!