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Template. Creating ad templates

In Yandex.Direct, a special tool can be used to create similar ads from a large number of keywords. They are called templates. Using templates, you can paste keywords into the heading, the main text, the link to the site, and/or the display link each time the ad for this phrase is displayed. In this way, a unique ad text is displayed for each keyword.

How to add a template

Templates can be added when creating or editing ads. To do this, the parts you want to substitute with keywords need to be marked on both sides with a “#” symbol:

You should set a default phrase (for example, #zoo#) so that your ad still makes sense when displayed.

The keywords should be selected in such a way that when pasted to fill the template, the text is grammatical and meets the moderation requirements. For example:

Letter capitalisation of a keyword does not change where or when it is inserted into an ad. If there is a space in the keyword, it will be replaced with the symbols %20 when pasted into the site link.

The maximum number of characters that may be used in the header, the main link, the link to the site, and the display link is limited. If this limit is exceeded after pasting the keyword into the template, a default phrase will be used instead of the keyword.

When you replace a template with a keyword in a link, make sure that the resulting URL works. Cyrillic characters in links are automatically encoded into UTF-8. It's important that your site correctly accepts requests in this encoding. A link with a template in the ad will be marked with the symbol in the Direct interface.


This replacement is only possible in the main link of the ad, template substitution does not occur for sitelinks.

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