Creating a separate campaign for impressions in ad networks

Impressions and pricing work differently in search results and ad networks, so we recommend that you manage campaigns for Yandex Search and ad networks separately in Yandex Direct. This helps you manage your budget more flexibly and increase your revenue from promotion.

Learn more about impressions in ad networks.

How to work with ad networks

Step 1. Create a separate campaign for impressions in ad networks

Create a new campaign, then go to campaign settings and enable promotion on ad networks only. Then you can select the best strategy.

It is difficult and inefficient to manually control ad placements in ad networks. That's why you should use one of the automatic strategies in Yandex Direct. The strategies apply powerful algorithms to analyze the nuances of various targeting types and take into account specific site features. And while Yandex Direct algorithms do that, you can focus on 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: an average CPC or weekly budget.

A similar principle is used for the Maximum 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 learn how to select a suitable strategy, see the corresponding Help page.

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, if you're promoting travel services, instead of family vacation on the red sea coast, budget-friendly honeymoon packages to el gouna, or buy a last-minute tour to sharm el-sheikh, use keywords like red sea vacation, honeymoon packages, or last-minute tour to egypt.

For example, if you use the phrase custom-built furniture in quotes, the ad will not reach sites which do not have this particular wording, but which have other suitable ones such as 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 when promoting on 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 to show your ads to these users, don't add 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 engaging and emotional ad text, but don't overdo it: your ads must remain clear and easy to understand.

Additional design options

• Add an image to your ad.

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

• Add sitelinks.

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

Sales-oriented texts

Certain words in your ad text can significantly impact campaign performance. 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 promotion on 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 targeting criteria

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

Using targeting by short-term interests and habits, 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 and habits” as separate impression criteria or combine them with keywords to increase your reach.

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