Yandex Direct adapts your ads to user queries in Yandex Search

August 15, 2024

In expert mode, you now have two options to create ad copy:

Writing your own.
Leveraging copy automatically generated by Yandex Direct, which is generated to be relevant to popular queries.

When searching for a service, users may enter generic queries or specify details such as the brand or model of a car for rent. By creating individual ads for each query, you can improve the relevance of your ads, boost your CTR, and increase the likelihood of conversions. However, this approach requires significant resources. The new “Optimize ad text for the query” option helps you adapt the ad to the user’s query and makes your ads on Yandex Search as relevant as possible.

Our tests have proved that the additional texts created with the “Optimize ad text for query” option can increase your conversion rate by 5%.

This feature is now available in Unified Performance Campaigns and the Campaign Wizard. In all your previously created campaigns, this option is disabled by default. In your new campaigns, it’s enabled.

You can enable or disable the optimization of ad texts in the campaign settings, under “Yandex Direct helps”.

In Unified Performance Campaigns, you can preview the additional text options on the ad page and in the ad list. Moreover, for Unified Performance Campaigns, this feature is available in bulk actions. You can select several campaigns and apply the “Ad text optimization for queries” action to them.

How to create additional text options

Yandex Direct selects up to 10 of the most popular queries which can trigger your ad and generates an alternative title and text for them. For this, it uses the original ad title, ad text, and your landing page content. No information other than that provided by the advertiser is used to generate the additional text options.

In this manner, you can set up a single ad and automatically generate multiple title and text alternatives that vary based on the query.

An example of how it works

An advertiser promoting a car rental service prepared an ad. Yandex Direct selected the 10 most popular queries and, for each one, created unique text based on the information in the ad and on the landing page.

Examples of additional text options in Unified Performance Campaigns

At the time of the impression, the system evaluates the likelihood of conversion for both the original and additional ad texts and selects the most effective option.

In Unified Performance Campaigns, you can find examples of additional text options in two places:

A special preview section during ad creation and editing.,
The list of ads.

The preview is not available in the Campaign Wizard.

Example of additional text options shown in the ad list. To view the options, click “Additional text options”

For each generated ad text and title, we automatically conduct quality assurance and verify compliance with the Yandex advertising policy. The advertiser can edit the original ad, and the options generated by Yandex Direct will update accordingly.

How do we measure effectiveness?

The Report Wizard now provides a new cross section for the ad text source. You can generate a report for this cross section to compare the results of the original ad text with those from the automatically generated options.

Example of statistics for ads with original and automatic texts

Optimize your ad text to align with user queries. This will make your ads more relevant, increasing your conversion rates. Read more about the new option in Help.

If you have any questions, don’t hesitate to reach out to our support team.