Dynamic ads

Currently, Dynamic ads are running in the open beta testing mode.

Dynamic advertising helps you simplify the process of handling campaigns involving a large number of similar ads. Yandex.Direct will analyze the content of the site or feed and automatically create ads for display in Yandex search. The system always generates ads only for pages with a specific product.

For example, your online store frequently changes its product range and it takes too much time to create new ads and suspend irrelevant ones. You can create a campaign for dynamic ads so that you can automatically generate ads for every item on your site.

Dynamic ads can augment a campaign that also employs the use of regular ads. If your ad campaigns contain regular ads that use a more specific keyword than your respective dynamic ads do, then display priority will be given to the regular (non-dynamic) ads. If a keyword from your regular ad is broader or equal in specificity to the keyword in your dynamic ad, then the ad that's been deemed more effective will be selected for display. The system will use impression and click statistics as well as the CPC and quality coefficient in making this determination.

Restrictions

At present ads are only generated for the following types of products:

  • electronics and accessories

  • appliances

  • industrial equipment

  • clothing

  • furniture

  • gardening supplies

  • sporting goods

  • construction materials

  • children's goods

  • tires and rims

  • cosmetics and perfumery.

We continue to work on expanding the list of ad subject-matter.

Creating ads

Currently, Dynamic ads are running in the open beta testing mode.

You can create ads based on a data source or feed. We recommend choosing the feed — a YML file with information about products and services used in Yandex.Market. Feeds make it possible to receive more information about products and more carefully configure selection rules.

To create an ad, follow these steps:

Step 1. Create a campaign

In the Create campaign drop-down menu, select Dynamic ads. Create an ad group and choose a data source Site.

Attention.

You cannot change the data source after saving the group.

Step 2. Use additional ad parameters

Enter the domain of the site that you want to generate dynamic ads for on the page where you edit ad groups. The site structure must meet the requirements.

Compose a text that will be used for all your ads. You can also add sitelinks, an address, and a telephone number.

The ad heading, landing page URL, display link, and keywords will be generated automatically.



Step 3. Configure dynamic text ad targets

To generate dynamic ads you can use the whole site or separate pages by entering Dynamic text ad targets. More information about dynamic text ad targets.

Step 4. Set a bid

It's recommend that you use one of the automated strategies for dynamic ads. This way, the system will automatically manage ad placements, trying to attract as many targeted click-throughs from ads as possible.

If you employ strategies with manual bid management, then you can set the CPC for every page group in the Dynamic text ad target block.

Configuring dynamic text ad targets

Currently, Dynamic ads are running in the open beta testing mode.

You can use all your site pages or a particular subset of them to generate ads. In the Dynamic text ad target block choose All website pages or Group of pages.



Set up your dynamic text ad targets: enter your page selection rules and set your CPC (for strategies with manual bid management). You can add up to 50 dynamic text ad targets, joined by the “OR” operator.

The selection rules will determine which pages to use and which ones to exclude during ad generation. For each dynamic text ad target, you can set up to 10 rules, joined by the “AND” operator. You can set the following parameters in the selection rules:

  • offer list URL — page with the list of products that you want to advertise. This can be a product category page, a search results page containing answers to a particular query or based on certain set parameters, etc. The page should contain links to other pages with product descriptions.

    For example, if all your travel irons are on the page http://awesomeirons.ru/catalog.php?category_id=123, indicate this page in order to generate ads for each individual iron. The ad link will lead to the page containing information about that particular iron.

    If the list of offers consists of several pages, then it's enough to specify only the first page. The robot will ignore the rest automatically.

  • Product link— the product page address contains/does not contain the specified sequence of characters.

    For example, a page URL with information about the product on your site would look like this: http://www.awesomeirons.ru/irons/rowenta/dw9245 Generate ads only for pages with products of a specific manufacturer: Product link → contains  → irons/rowenta/.

  • Page header (<title>) — contains/does not contain the specified sequence of characters.

    For example, you can generate ads based only on products you have on promotion: Page title → contains → "Promotion".

  • Page content— text on the pages contains/does not contain the specified sequence of characters.

    For example, you can generate ads based only on products you have in stock: Page content  → does not contain → Not in stock .

    Note. Page content analysis can take some time, so applying this rule can slow down the ad generation process. Instead of this, it's recommended using the rule offer list URL, if your website filters by availability.
  • Domain — the website domain contains/doesn't contain the indicated character sequence. All domain levels are included in the page selection process.

    For example, to generate ads only based only on the subdomain pages moscow.awesomeirons.ru, set the rule: Domain → contains → moscow.awesomeirons.ru. Subdomains that don't contain the indicated line (for example, novosibirsk.awesomeirons.ru) will be excluded from the ad generation process. If you want to exclude a particular domain, set the following rule: Domain → doesn't contain  → moscow.awesomeirons.ru.

When you select the operators contains/does not contain the system will pick the pages where the sequence of characters can be found with the specified spelling (not case sensitive).

Up to 10 arguments can be added to a parameter. To do this, click next to the parameter name.

Set the average price

It's recommend that you use one of the automated strategies for dynamic ads. This way, the system will automatically manage ad placements, trying to attract as many targeted click-throughs from ads as possible.

If you employ a strategy with manual bid management, then you can set the CPC for every page group in the Dynamic text ad target block.

Managing Feeds

Currently, Dynamic ads are running in the open beta testing mode.

To create dynamic ads you must add a feed — a file with information about products and services. Yandex.Direct will analyze the content of the feed and automatically generate a smart banner with product offerings to be displayed in the ad networks.

Feed Requirements

Your feed must be provided in YML format. YML is a format developed and recommended by Yandex for posting information to Yandex.Market. For details about the YML format, see Yandex.Market Help.

Yandex.Direct supports two types of product offering descriptions:

Product offerings not described in accordance with their type will be rejected.

Adding a Feed

To add a feed, click the Feed management link on the campaign editing page and click Add feed in the displayed window. To send a feed to Yandex.Direct, add the file link or upload the file. You can add up to 20 feeds.

Post the feed on your store website. The feed must not exceed 512 MB in size. Once a day, the file is downloaded by the robot and updated data is imported into Yandex.Direct.

The file must be accessible via HTTP, HTTPS, or FTP. You can use authorization to control access. In this case, enter the user name and password when you upload your feed. If you modify the URL or authorization data, make the appropriate changes in the feed.

If the links have UTM tags not suitable for tracking an ad campaign, we recommend deleting them. Just select Automatically delete UTM tags. You can add new UTM tags on the page where you edit ad groups (the +Add parameters to links button).

You can place your feed in an archive created with the use of compression algorithms such as ZIP (.zip) or GNU ZIP (.gz).

If an error occurred while adding the feed (for example, the feed size, format, or link length do not meet the requirements), you will see the "Upload error" status. To view the error report, click the More information link.

Validating the file

The following requirements are checked for when reading the file:

  • all the required elements are present
  • all element names are correct
  • each element is only present once

If any of these requirements is not met, the file will be rejected.

YML Format

YML is a format developed and recommended by Yandex for posting information to Yandex.Market. For details about the YML format, see Yandex.Market Help.

Any XML document may contain only one root element. YML uses <yml_catalog> as its root element. The "date" attribute of the <yml_catalog> element must correspond to the date and time of YML file generation on the advertiser's side. The date must be in YYYY-MM-DD hh:mm format.

The list of the advertiser's product offerings is contained in the <offers> element. Each product offering is described by a separate element <offer>.

Configuring filters

Currently, Dynamic ads are running in the open beta testing mode.

To generate dynamic ads you can use the entire feed or apply filters to choose individual products. On the ad group editing page, click +New filter and add up to 50 filters connected by the conjunction "OR".

Set the product selection rules

Selection rules determine which products are used or excluded when generating dynamic ads. All products are grouped by specific attributes (category, price, etc.). These attributes are displayed as a tree list or list of criteria. We recommend that advertisers just beginning to work with feeds use the Category tree.

It is convenient to select products within the same category using the feed tree. Select the desired category or sub-category of products in the tree:

In addition, you can specify a range of product prices and vendors, and select only products that are in stock.

Enter the click price

If you employ a strategy with manual bid management, then you can set the CPC in the filter settings.

Impression statistics

Currently, Dynamic ads are running in the open beta testing mode.

You can view reports about your ad campaigns after display of your ads has begun. Click on View statistics on the campaign page. This data will help assess the ads generated and user queries for which they were shown.

In the Search queries report, for example, you can see the queries for which your ads appeared. You can use negative keywords to exclude ad impressions that are not applicable to your offer. You can add them on the page where you edit campaigns or ad groups.

More information about campaign statistics.