The beta version of a new solution for creating all types of ads at once, Unified Performance Campaignβ (UPC) — has become available in Expert mode in Yandex Direct. This is a new type of campaign that combines and extends the capabilities of the usual graphic, text and graphic, dynamic ads and smart banners.
The new opportunities of Unified perfomance campaign
Overall interface structure
The structure of the Unified performance сampaign is built according to the clear and familiar logic of campaigns with text and graphic ads:
- At the campaign level, you can set general settings: location of display (Search and YAN, Search only, YAN or Product Gallery), strategy, campaign timing, schedule and additional settings that can be applied to all groups.
- At the group level, you can set target audience targeting — geography of display, auto-targeting, topic words, interests and habits, retargeting and audience selection, type of site content, as well as settings that can be applied to all ads in the group.
- At the ad level there is everything to work with their appearance, including new product ads, loading feeds, and customizing filters.
Product ads for ecommerce scenarios
Product ads are a new type of ads for advertising a wide range of products. Thanks to them, you can already combine, for example, familiar smart banners and dynamic ads in one group and apply all the features of Expert mode to them. To do this, you need to select a united place of display — YAN and Search at the campaign level and create product ads at the ad level.
Statistics on product ads will help you evaluate the effectiveness of promotion.
Creating a single consolidated campaign
A unified campaign structure and new product ads allow you to enlarge campaigns to increase advertising efficiency, as well as to offer and combine different ads for the same audience.
For example, within one campaign with a common budget and displays in networks, you can create groups with targeting for a new audience and show them all available ad types at once. Direct will choose which of them will be most effective in the case of each specific user. You can also include in the same campaign a group with targeting on the already interested audience with offer retargeting on those who have already viewed the cards of your products, and all types of ads.
You will end up with an overall campaign with targeting to different audiences. Direct will determine how to allocate your budget between them most effectively.
And new adjustments to the target action price at the group level will help you set a unique click, conversion or DRR price for each group.
There can be several such campaigns, and if necessary, you can combine them within a single campaign.
New campaign support is available at once in Commander and API
You only need to update the application if you want to use the Unified performance campaign in Commander.
Read about the API settings in the Help.
What’s next: combined formats and development
We plan to shift our focus in the future from the usual types of campaigns to the development of the Performance campaign exclusively. One of the nearest innovations is combined formats of different ad types.
Already now you can create several different types of ads in one group, for example, text-graphic ads and product ads. In the future, Direct will start combining them into a single banner format and offer the user an ad design with which he is more likely to interact. We are now actively testing several such formats:
Start new campaigns with different ad types within the same group to join the experiment among the first.