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Creative Approach in Contextual Ads: Looking into Types of Ads in YAN

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Main advantages of using the Yandex Advertising Network (YAN) are easy setup and large audience. The daily average audience of the advertising network platforms in Russia counts more than 65 million users, out of whom more than 50% visitors do not overlap the Yandex audience.

Source: Yandex, 2018

As not all users use Yandex search, there is an opportunity to reach them by means of YAN— in view of this, we recommend launching both types of ads, contextual and media. While you work with ‘hot’ demand in search, there are three main scenarios for ads to be shown in YAN:

  • Behavioral advertising. You were looking for where you could go in summer, and now many websites show you ads of various tours.
  • Retargeting advertising. You visited certain websites, and now ads of these websites will be shown.
  • Thematic advertising. Travel websites will show ads of various travel offers.

All these scenarios give their own share of clients.

You can read more about Yandex advertising in our article Overview of Yandex Advertising Opportunities. Today, we will zero in on advertising formats in the Yandex Advertising Network and the creative component of ads.

Ad Formats

YAN shows three main ad formats:

  • Text and graphic – this is a universal campaign type to advertise the majority of goods and services. An ad can contain only a text, a picture and a text, or a video and a text.
  • Graphic, or banners. Graphic ads can be uploaded or created in the Constructor immediately in Direct.

- maximum file size – 120 KB;

- file format – JPG, PNG, or GIF;

- pixel size – 240×400, 300×250, 300×500, 300×600, 336×280, 640×100, 640×200, 640×960, 728×90, 960×640, 970×250.

In the constructor, creatives are made automatically in accordance with technical requirements. At that, a company logo, contact information, and a button to stimulate clicks on the ads can be added to them.

  • Video – short (15 seconds) advertising video clips. Make your video clip and upload it into the constructor or use a ready-made one from the pool, add a heading and a text, and you will get a unique creative for show in the video network. Pay is made per click.

Video ads are shown in networks (InPage and InStream blocks). In InPage, sound appears when you hover over the clip.

How do you choose the most appropriate format? Only after an advertising campaign is launched, you will be able to evaluate the efficiency of various advertising formats and redistribute your budget to more conversional ads.

Why do we create video ads separately if we just can launch a text and graphic ad with a supplement? Video ads do not compete with text and graphic ads with video supplements in terms of impressions, that is why you must launch campaigns in all formats and monitor results.

Apart from the formats considered above, there are smart banners and dynamic ads that are effective to promote online shops and set up retargeting to sales and aftersales. You can read more about such formats in our article Overview of Yandex Advertising Opportunities.

Picture vs. Text

When showing ads in YAX, it is important to create a tempting offer. Probably, a user was not looking for your goods or services at the moment, but he or she saw your offer for whatever reason. And it must fly under two rules. Firstly, an offer must make one want to click and learn what will come next. Secondly, the website must contain information that is relevant to the offer.

The heading must reflect a user’s query. Not all formats show ads descriptions, so you should pay special attention to the heading.

The ad text must answer only one very important question: what is so interesting about your offer for a client? So, we have two ads, and both are related to selling package tours to Turkey. However, the first one offers a 53% discount, while the second one gives general information on the tours. In our opinion, what ad will have a higher CTR?

Seemingly, the first ad wins, but not in all formats. Why? Here are same ads, but advertised in a different format (picture + heading). In this format, the picture plays a more important role and the second ad arrests more attention.

Perception of ads by users is very individual, and it is hard to understand what text with what picture will be most effective. That is why you can create several ads in groups (up to 50), and after the ads launch and statistics collection the system will define the most clickable option itself.

However, you should not fully rely on computer logic. If you really want to understand what ad will work, you should test and monitor effectiveness of every ads on your own.

Testing means change of an element in an ad in order to understand what option works better. Let’s hypothesize this way:

  • What picture is more attractive: a hotel with a swimming pool or a beach view?
  • What quick links are better: with warranties and discounts or with main website sections?
  • What is better: a discount for tickets or an individual tour selection?

By the way, it is best to test a small budget. As for search ads, you can forecast links and, based on website conversion, ponder over the number of target messages. As for network ads, it will never fly. The reason is simple—you will not be able to assume how many times your ads will be shown. Usually, it is about thousands or dozens of thousands of impressions. Without real tests, you will not learn how attractive your advertising is. Every hundredth user can click on your ads—or every tenthousandth one.

Recommendations

Hypothesize, launch advertising campaigns in the advertising network, test, and spend your budget reasonably. It will be possible to evaluate the efficiency of this tool for your business as early as within first 2-3 months. Remember that a lot depends on how your advertising campaign is set up and how it is being optimized during the rotation. That is why we recommend addressing RMAA experts, who will help to set up advertising campaigns, analyze and adapt them.

Do you want to know more about effective online tools to attract Russian clients? Download our White Paper Russian Digital Market Overview 2019 and learn more about Russian online marketing.

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About the Author

Digital marketing manager, editor-in-chief of the RMAA Group Blog

Author Yulia Vasilyeva
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