Yandex advertising technology news
In the second half of May, we will gradually begin launching conversion optimization on Search for manual bid strategies. The corresponding change appeared in the Service Offer today, and "Manual bid management with optimization" will replace the "Manual bid management" in the Yandex.Direct interface, API and Direct Commander in all search campaigns.
Display campaigns in Yandex.Direct now feature two new ad types: CPM video ads and DOOH (Digital out-of-home advertising). It wasn't that long ago that we added display campaigns themselves, and inventory for generating demand on the combined display-and-contextual platform continues to increase.
In the near future, we will begin optimizing manual bid management strategies on search. This technology makes it easier to win auctions for those users who are actually likely to convert, and simultaneously prevents your budget from being spent on impressions unlikely to bring you results.
If image formats in Yandex needed a slogan, it would be easy to choose "A picture is worth a thousand words." Image ads and search banners use bright, memorable pictures to tell about your offer, which can be far more effective than a long text. We looked at the experience of our advertisers who regularly use these formats and compiled a list of tips on how to set up your own image campaigns.
Priority goals appeared in Yandex.Direct in October of last year, and have now completed beta testing. Now you can see detailed statistics for your priority goals, and even track their profit and assess campaign performance at different levels of the sales funnel.
A new campaign type — display campaigns on the Home page — recently appeared on Yandex.Direct. This new campaign type opens up impressions on the Yandex Home page to businesses regardless of their size. Now even a small budget can help you raise your brand awareness with impressions on one of the most popular sites in the Russian internet.
Smart banners, the interactive ad format with dynamic content, can now appear in places other than the Yandex Advertising Network. We are currently testing smart banners in new blocks on Yandex Search, where they will be seen by users looking for your products.
The Yandex Advertising Network consists of more than 40,000 partner sites which, together with the audience of Yandex Search, reach 74 million users in Russia. Visitors to YAN are responsible for 46% of clicks on ads from Yandex.Direct as well as one-third of all conversions.
Retargeting is a combination of technologies for interacting with audiences already familiar with your brand or product. Retargeting helps bring users to place their first order or draw them back to your site for repeat purchases. Successful retargeting involves three components: accurate audience segmentation according to the stages of the sales funnel, carefully composed texts and the correct campaign settings. This article provides useful tips for each of these components.
A new “Preview” button has appeared in the Yandex.Direct interface. Clicking on this button allows you to see the impressions of your display banners on sites in the Yandex Advertising Network and external networks.
In an ideal world, a user's path to making a purchase looks like this: Query → Click → Cart → Purchase. In reality, however, things are much more complicated. In our new presentation, we tell you all about how retargeting can help make sense of users' behavior and motivate them to make purchases.
We are glad to announce that our DIY course on Yandex.Direct is now available in English. The course is comprised of 10 lessons designed to teach you everything you need to create, manage and optimize your campaigns in Yandex.Direct.
We've put together some new, detailed instructions to help you set up ads for mobile apps. This Yandex.Direct ad format was developed specially for promoting mobile applications: attracting new users, boosting the number of downloads and bringing back users who've been inactive lately.
We are ready to introduce the updated "Daily budget" strategy, with an improved algorithm and optimized fund allocation.
Advertisements placed via Yandex.Direct are seen by the vast majority of Russian internet users, so click reports provide insight into seasonal changes in demand for different products and services. To see which seasonal patterns repeat annually, we analyzed three years of click data from Yandex.Direct and took note of the products and services that regularly top the charts.
There's a new way to maximize your ad texts' personalization for different parts of your target audience — your display campaigns in Yandex.Direct can now be split by device type, allowing you to set the right bid adjustments and match your creatives to the screens where they will look the best.
A new tip now appears in the display campaigns section of the Yandex.Direct interface: recommended CPM. Even before your campaign has launched, this recommendation will help you determine the ideal CPM you should set to reach your campaign goals.
Since we first began testing new designs, most Yandex Search users have come into contact with experimental SERP layouts. This doesn't come as a surprise, given that we launch new experiments each week.
Our latest experiments have involved both minor changes like new background colors or different column widths, as well as more major innovations. In this post, we'll fill you in on the changes we've recently implemented and others we are testing right now.
We are proud to announce the arrival of the new and improved Turbo page in Yandex.Direct. Among the features we added to the new Turbo pages are the option to set goals for your statistics and a new template in Turbo Page Builder for selling products, along with other improvements.
If you haven't tried out Turbo pages for your ads in Yandex.Direct yet, now is еру time to start: shorter loading times for smartphones mean lower bounce rates and improved conversion rates.
Zabaykalsky Krai and the Republic of Buryatia, previously part of the Siberian Federal District, are now included in the Far Eastern Federal District. The geotargeting tree in Yandex.Direct will soon reflect recent administrative changes in the list of Russian federal districts. Please check your campaign settings if you apply bid adjustments for the region or use the API.