Earlier this year, we began testing additional fields in which advertisers could add prices for their products or services to their Text & Image ads in Yandex.Direct. We have recently completed testing and are now ready to offer new ad blocks for ads with prices.
Where can Text & Images ads appear with prices?
- In the product gallery, if you have already added images and prices for the products you are selling. In this ad block, your Text & Image ads will appear alongside the formats that typically appear in the product gallery — offerings from Yandex.Market, dynamic ads and smart banners. Moreover, your offer can appear simultaneously in the product gallery and in the ad block below it, providing additional visibility.
Adding prices and pictures to your ads raises the likelihood that users will see the product gallery on search which in turn improves your campaign's performance.In comparison to regular search campaigns, impressions
in the product gallery bring an average of 5% more
conversions while decreasing CPA by an average of 6%.
We continue to develop ads with prices for other special search results pages.
- Above and below search results. In this case, the product price will look like another ad extension along with your vCard or sitelinks. This option allows you to visually set your ad apart and save space to say what you need in your ad texts and titles.
This update is currently being tested, and will come into full effect in a few weeks.
- In the Yandex Advertising Network. Any Text & Image ad with a price can appear here — we are currently working on different ad blocks to increase the quality and quantity of such impressions. Serving ads with prices in YAN also has an additional positive effect— the CTR of ads with this field included increases by 5% on average. Prices are currently being tested and appear in a limited number of ads. In the near future, prices will appear in all ad formats in YAN.Prices should be entered in Russian rubles for ads appearing in Russia. The "Old price" field is another means of attracting users' attention — you can lure them in by showing how your prices have dropped.
What else is new?
You can now edit your prices in the Yandex.Direct interface. Mass edits to your ads are available in the Direct API. Previously you needed to pass moderation again whenever you made changes to your prices — now they are checked separately.
Please note that these changes only apply to Text & Image ads.
To find out more, read the corresponding Help section.