Creating a separate campaign for impressions in ad networks

Impressions and pricing work differently on search and in ad networks. Therefore, it makes sense to separate search- and ad network-oriented ads in Yandex.Direct. This technique will allow you to manage your ad budget effectively and also noticeably increase your ROI.

How to work with ad networks

Step 1. Configure a separate ad campaign for displaying ads in ad networks

Create a new campaign and, in the strategy settings, only enable impressions in ad networks. Then you can select the best strategy.

It is difficult and inefficient to manually control ad placement in ad networks. Therefore, you should use one of the automatic strategies in Yandex.Direct. The strategies apply powerful analytical algorithms to focus on the nuances of various forms of targeting and take into account the features of specific sites. This allows you to focus on working with your ad texts and keywords.

For example, you can select the Optimize clicks strategy. It allows you to optimize the number and cost of clicks within the limits: average CPC, weekly budget or a click package.

A similar principle is used for the Optimize conversions strategy. It allows you to get maximum conversions for your site while maintaining your average CPA, weekly budget, or both at the same time.

To manage placements manually, enable the manual bid management strategy. In this case you will be able to control the bids yourself and quickly respond to changes in the system.

To learn how to select a suitable strategy, see the corresponding Help page.

Note.

After setting up a separate campaign for impressions in ad networks, you should set only impressions in search in the strategy settings of the original campaign.

Step 2. Select keywords based on the content of target sites

For impressions in ad networks, an algorithm automatically determines who might be interested in your ad, as well as when and where to serve it. Don't limit the system with overly specific or precise keywords. The best approach is to use phrases that are two or three words long.

For example, to advertise tourist services, instead of Red Sea family leisure , cheap honeymoon tourist packages to El Gouna , or buy a last minute tour to Sharm el-Sheikh, choose keywords like Red Sea leisure , honeymoon trips, and last minute tours to Egypt.

Attention.

The keyword selection operators for ad networks will refine your keywords, but they might also exclude targeted sites. Use operators with caution to avoid losing good ad impressions.

For example, if you use the keyword “custom-built furniture” in quotes, the ad will not reach sites which do not have this particular wording, but which have other suitable phrases like cheap custom-built furniture or advantages of custom-built furniture.

If you use the keyword radiator grill+for car, the ad will not reach sites with the phrases grill for car radiator or radiator grills for cars.

You also need to be careful when using negative keywords for ads in ad networks. Only use them when you are absolutely sure that your target audience does not visit sites with these words.

For example, before buying a car, people are often interested in the opinions of other owners of this car and search for sites with this information. If you want them to see your ads, don't put a minus sign before words like forum, review, or feedback.

Step 3. Make your ads stand out

To attract a user who is busy looking at a site, ads in the ad networks should be made more noticeable.

Try to present the advantages of your offer as clearly as possible. Avoid using a basic factual outline or clichés.

Write emotional and interesting texts, but do not overdo it — your ad should be intelligible.

Additional design options

  • Add an image to your ad.

    A relevant image will make your ad stand out more and easier to understand.

  • Set up a vCard.

    Convenient access to your contact information will help customers contact you faster.

  • Add sitelinks.

    These help shorten the user's path to the needed pages on your site.

Sales-oriented texts

Some words in ads can significantly influence ad effectiveness. These additions are known as sales-oriented texts. Similar types of text are used on both search sites and in ad networks. However, the same words that can raise CTR considerably on search sites can reduce it in the ad networks.

Examples of sales-oriented text for ad networks:

  • The word take in the text or the title raises CTR by 0.9%. Words such as choose/select and visit/call on are quite effective (+0.5% CTR).

  • Words containing real- (such as real or reality) can raise CTR by 0.7%.

  • Derivative words like first-class or the prefix extra- provide a CTR increase of 0.3%.

  • The prefixes mega- or ultra- raise CTR by 0.2%.

Special impression criteria

You can set up impressions for specific groups of users for campaigns in ad networks. For example, you can serve them to people who visited your site already or put something in their shopping cart. To do this, enable retargeting lists in Yandex.Metrica and Yandex.Audience.

Using targeting by short-term interests, you can make relevant offers to people who are looking for your products or services at the moment or over the last few days. For example, you can selectively offer sales of airline tickets or summer clothing to people going on vacation. You can use interests as separate impression criteria or combine them with keywords to increase your reach.