Step 2/1. Compose ad texts

A Yandex.Direct ad is composed of:

  • an ad heading made up of two parts

  • the main ad text

  • a web link (URL to your website page that contains your ad proposal) and/or contact details.

These text fields have character limits.

An ad group may include one or several ad versions, e.g., the same ad text with different headings. All the ads in the group will be displayed for the same keywords, in the same regions, etc. (i.e. all the ads have the same display settings).

Why place several ads into one group?

Doing this will help Yandex.Direct automatically choose the ad variant that is most appealing to your audience.

At first, all the ads in the group are included in the rotation. As soon as enough statistics is accumulated, the system will automatically identify and display the most clickable ad for each keyword more often. This display pattern makes it more convenient to experiment with ads.

More information about experimenting with ads

Tips for writing ad texts

For your ad to be effective, it must match user search queries as closely as possible, therefore:

  • Make sure that the heading contains keywords that trigger your ad's display.

  • Write about your products and services, not your company.

  • Write specifically about the products and services you offer.

  • Remember that most users don't read past the title, so use it to get your message across. Or make it “catchy” to boost its appeal.

  • It's possible that the second part of your ad heading may not be displayed. Therefore, the first part of your ad heading must not lose its meaning and remain coherent even without the second part of the ad heading.

  • Brevity is the key to success. The longer the text, the less chance it has of being read.

  • Use an exclamation mark for emphasis! But don't overdo it!

In your ad text you can use mathematical symbols (such as +, -, =, /, * and %), punctuation marks, apostrophes and hashtags. The use of these characters must be logical.

Other tips to make your ad perform better


Please read the Yandex.Direct advertising material requirements.