Optimization of ad texts for search queries

Yandex Ads AI can help you adapt your ad titles and texts to enhance their relevance and boost conversion rates.

You can enable this option:

• In a unified performance campaign, in the Campaign Wizard for site promotion, or in a product campaign.
• In Direct Commander under the advanced settings for a unified performance campaign or through the Yandex Direct API.

How it works

Additional options are created using Yandex Neuro Ads, a cutting-edge neural technology solution. The service selects up to 10 most popular queries that can return your ad. It then generates an alternative title and text pair for these queries. When serving the ad, the system predicts conversion chances for both the original and adapted versions and shows the most effective option to the user.

The suggested options are:

• Based on your ad text and landing page.
• In line with the original meaning and don't distort facts.
• Regularly updated.

Setup in a unified performance campaign

When creating or editing a campaign

Enable or disable the Optimize ad text for queries option under Yandex Direct helps at the bottom of the page.

Using bulk actions

You can manage the optimization of ad texts for queries across multiple campaigns at the same time. On the Campaigns page, select the desired campaigns and click Actions → Ad text optimization for queries. Enable or disable the option.

You can select up to 100 campaigns for bulk actions on the Campaigns page.

How to view adapted ad options

Text optimization is available only for ads served in search results.

Once you specify a link, title, and text for each ad, the Additional options section appears. There you can preview examples of rephrasing popular queries that could trigger your ad. You can also check additional options in the Ads tab of the Campaigns page.

During preview, you can exclude irrelevant keywords from titles and texts by clicking → Add title to exceptions or Add text to exceptions, respectively.

The Additional options section is available for Text & Image and combinatorial ads under the following conditions:

• A valid website link is specified.
• A valid title without a template is specified.
• A valid text without a template is specified.
• The ad language is Russian.

Setup in the Campaign Wizard

When creating or editing a campaign, enable or disable the Optimize ad texts for the query option under Yandex Direct helps at the bottom of the page.

Set up negative keywords

Negative keywords are words or phrases that you don't want to appear in your ad titles and texts adapted for specific queries. For example, if you're promoting a service that can't be provided on short notice, you can add "urgent" as a negative keyword.

1. Go to the section for adding negative keywords.

   Unified performance campaigns

   Campaign Wizard

   Account settings

   • At the campaign level, under Yandex Direct helps.

     

   • At the ad level, under Additional text options.

     

   • Go to Campaigns and click Additional text options in the list of ads.

   Under Yandex Direct helps, click → Edit negative keywords for the account next to the text optimization options.

   

   In the sidebar, click your username, then select Account and notifications. Go to Account → Optimize ad texts for queries and click → Edit.

   

   You can add negative keywords in your account settings even if none of your campaigns have query-based text optimization enabled. Your negative keywords only apply to additional text options if you enable the relevant option.

2. In the window that opens, enter all the words or phrases you want to exclude from your ads.

   

   • You can add up to 4000 keywords per account.

   • Each keyword can be up to 150 characters long, including operators.

   Click next to the Negative keywords header to access additional actions:

   • Display as one field: Enter and view all keywords in a single field.

   • Display as multiple fields: Enter and view each keyword in a separate field.

   • Sort keywords: Sort keywords alphabetically.

   • Copy keywords: Copy all keywords.

   • Clear: Clear all fields with keywords.

If you specify a negative keyword, all its word forms are excluded from additional text options.

Example

‎ ‎​

If you specify a negative keyword, all its word forms are excluded from additional text options, regardless of their order.

Example

If you specify "Same-day dry cleaning" as a negative keyword, an ad with the text "Dry cleaning in New York same-day pickup" will be filtered out, while an ad with the text "Dry cleaning in New York" won't, because it doesn't contain the word "same-day".

To exclude specific word forms, use the ! operator. If you need to exclude a keyword only when it follows a specific word order, use the [] operator. To match the exact number of words, use the "" operator. No other operators are supported for negative keywords. Learn more about operators.

Statistics

You can view statistics for your adapted ads in the Report Wizard, in the “Text source” cross section. Impressions with additional text options are marked as “Automatic”.

The metrics in the “Text source” cross section in the Report Wizard reflect the actual results of your ads. You can run A/B experiments in Yandex Direct to measure the impact of optimization.

To ensure accurate results in your A/B experiment, compare two identical campaigns that differ only in whether the Optimize ad text for queries option is enabled or disabled. Learn more about A/B experiments.

Have questions?

Scan the QR code or tap it to follow the link.

If you select Telegram or WhatsApp, keep in mind that Yandex does not control and is not liable for how third-party messengers store your data and chat history.