A Yandex.Direct ad is composed of:
A heading (up to 33 characters including spaces and punctuation)
Main text (up to 75 characters including spaces and punctuation)
a web link (URL to your website page that contains your ad proposal) and/or contact details.
An ad group may include one or several ad versions, e.g., the same ad text + 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).
As a result, the ad version with the greatest appeal to your audience will be selected automatically.
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.
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 and not your company.
Write precisely about the products and services you offer.
bear in mind that most users read only the heading, so be sure that it describes the essence of your offer. Or make it intriguing to boost its “appeal”;
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!
Please read the Yandex.Direct advertising material requirements.