How to make an effective ad

Keeping track of statistics

You can see a report on your advertising campaign in the Statistics section, such as the number of visitors to your website or vCard, as well as how much it costs to attract them.

How to write effective ad texts

The main aim of contextual ads is to give a precise answer to a user's query. Therefore, the main recommendation when composing Yandex.Direct ad texts and titles is to be specific.

  • Write accurate titles

    Let the user know right in the title that they've found exactly what they're looking for. If the user searched for refrigerator repairs, it's best to include this in the title.

  • Use keywords in the ad text and title

    All keywords found both in the ad and search will appear in bold when the ad is displayed.

  • Create several specific ads instead of one general ad

    Create separate ads for each offer that you want to present to potential clients.

  • Include the price

    If the user already knows the price, a click on your ad will mean that they are interested in buying the product at this price.

  • Specify a region

    If your ad is intended for users in a specific region, include that region in the ad text or title.

  • Explain the uniqueness of your offer: like whether you deliver, or offer bonuses and discounts.

  • Use stimulating words

    For example: free, sale, discount, gifts, cheap, budget, free, discounted, hurry.

  • Avoid using company names in the ad title and text

    This will not attract users if you're not advertising easily recognizable brands.

  • Entice users!

    Ads that entice users to take action (for example, “Call!” or “Click!”) are often more effective because they trigger a response.

  • Enter a valid link

    Link to the page containing information about your products or services advertised Users will leave your site if they can't find what they're looking for immediately.

Attention! Please read the advertising material requirements.

Selecting keywords

Put yourself in the shoes of a person searching for your product or service. What queries can they enter in the Yandex search bar? Your task is to anticipate what searches a potential client might make and enter them in the Select your keywords section. Anyone who searches for one of these phrases on Yandex will see your ad.

Keywords and phrases should be separated with a comma:

Users will only see your ad if their search fully matches your keywords. For example, if you enter the phrase interior design, your ad will be displayed for the following queries: interior and design magazine, order interior design, but not for such queries as design or interior.

Add negative keywords to your phrases

To avoid displaying your ads to uninterested buyers, the system will automatically add negative keywords to the list of phrases (only for ads and phrases in Russian). On the basis of search query statistics and ad text analysis, the most suitable and effective negative keywords will be selected.

You can change the list of negative keywords in the context of your offer's specific features. To do this, in the Select keywords section, list the negative keywords after the phrase with the “-” sign. You can add a new phrase with its own list of negative keywords, separating it from the previous phrase with a comma.

A negative keyword must be a single word, not a word combination or multi-word name.

For example, if you want to exclude Saint Petersburg from apartment remodeling, enter the following in the keyword field: remodeling -Saint -Petersburg.

Specifying display regions for ads

The effectiveness of an ad campaign in Yandex.Direct depends not only on the attractivenes of the ad itself, but also on the possibility of the person viewing the ad to react to it. People are generally interested in goods and services in the regions where they live or plan on visiting.

Follow the Choose a region... link when creating or editing an ad and indicate the regions in which your goods or services are offered. The Extended geotargeting option will be enabled by default, displaying your ads for search queries that include the chosen display region regardless of the user's location.

When enabled, the system receives a signal to compare the region in the search query with the region you indicated in the ad's settings. If the regions match, the system understands that the user is looking for your goods or services in your city. Therefore, if you use different regions in your keywords and in the ad's settings with extended geotargeting enabled, impressions for these keywords will not take place in search results. This often occurs when advertising travel, tourism, hotels, or medical services abroad. To start impressions in search results, go to Yandex.Direct settings and disable expanded geotargeting.

For example, to begin advertising for an amusement park in Moscow, select the keyword amusement park and set Moscow as the display region. Such ads can be shown to Moscow residents who search for amusement parks as well as residents of other regions searching for amusement parks in Moscow.

Extended geotargeting does not affect ad impressions in ad exchanges. Such impressions are possible only in your selected regions.

In the Light interface of Yandex.Direct, extended geographic targeting can be enabled or disabled for all ads at once. If you'd like to set different expanded geotargeting settings for different campaigns, switch to the Professional interface and create separate ad campaigns.

Selecting the best time for ad impressions

If the nature of the advertised products or services is such that it would be better to display the ad on certain days of the week or during certain hours of the day, you can specify the operating hours of the campaign. Our system will automatically enable and disable ad impressions for the period of time specified.

By using time targeting, you limit the number of impressions, and not not the number of clicks. Please bear in mind that when changing your campaign settings that an ad can be clicked on much later than when it was originally displayed.

You can select which days of the week and hours the ad is displayed and the time zone in the time targeting section of the campaign settings page, you can also specify whether or not you wish to include public holidays.

Selecting the time zone
When specifying your ad impression times you can also select which time zone to use. Moscow time is set by default. To change the time zone setting, click the name of the time zone in the Hours field.
  • All available time zones are in full hour increments relative to Greenwich Mean Time.
  • Statistical data in reports is calculated for Moscow time.
  • Daylight Saving Time will automatically be applied to the relevant time zones
Managing impressions on public holidays

You can also manage ad impressions on public holidays. This option lets you specify which hours you would like your ad to be displayed, or stop ad impressions altogether on these days. To use this feature, simply check the Include holidays box and select the appropriate time.

The Include working weekends option can be used when a working day has been transferred to a Saturday or Sunday because of a public holiday. This option enables ad impressions over the working weekend according to the schedule for the working day.

Select the Include working weekends option in the time targeting settings menu to enable this option. This option is enabled by default for new campaigns.

  • Only official Russian public holidays are taken into account. This option takes both the date of the holiday into account as well as any holidays that may have been transferred because they occurred on a weekend.
  • Impressions must be active for at least 40 hours on working days.