"Trendy" ads in contextual advertising

Every day the market of contextual advertising is replenished with new players. You can see up to 100 advertisers in Yandex.Direct using a highly competitive query, or even more.

There are several rules that should be followed in order to focus the attention of a potential client on your ad and receive a click from the user. In this article, this speech and will.


About the selection of key phrases, combining them into groups written a lot. The first thing to come across after is writing text ads. Consider all the ways to attract attention to your ad in order.
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1. Highlight a query

When writing ads, it is important to use key phrases, preferably in the title and text. Search engines highlight search terms in bold type in search results (SERP). The same rule applies to contextual advertising. Highlighting the request attracts the attention of users and indicates the relevance of the ad.
On a white background, a special placement of Yandex, on a beige one - Google.

2. Unique selling proposition (USP)

All ads will offer the user the desired product or service. Your task is to select exactly your offer among all competitors.
The text should indicate its advantages. This can be high interest on deposits, free and fast delivery, prices, gifts, promotions. You must specify what the user will receive, if it clicks on your offer.
Use in the text "Call to Action" (Call to Action). These can be the words buy, order, see, register. It all depends on your advertising goals.




If we work not only in a specific region, then it is worth creating a campaign / ad for each region. For example, the office is located in Moscow, and delivery is carried out throughout Russia. A user from Saratov should see an ad targeted to Saratov and with an indication in the ad text about the delivery to Saratov. These actions will lead to an increase in CTR, and in consequence of conversions on the site.

3. Display URL

Another attraction of attention is the display URL in the ad. This technique will be clearly seen in the example for Adwords.



Words in the URL are also highlighted if they are contained in the request.
Yandex does not strongly advertise this opportunity, but if you write to your manager, then he should change. In Adwrods, this feature is not hidden and may contain Russian letters.
It is worth reminding about the relevance of the landing page to the user's search query. If he enters "Buy a refrigerator", it means that your ad should lead to the landing page with refrigerators, and not with TVs. This situation is very common.

4. Additional links

Using website links or additional links in ads allows you to make an ad more attractive and convey information to the client. If he is looking for refrigerators, then it will be more expedient to indicate the name of brands, types of models, sizes, price categories in the site links. You can also specify additional services, delivery terms, etc.



In Direct, site links are shown only in the first place of special placement, and in Adwords, on top and bottom of SERP is issued, regardless of the first or third place.
Using website links will increase ad clickability, according to Yandex, up to 40%.

5. Address

There are some more functions of Yandex.Direct and Adwords that are very rarely used by advertisers. You can increase the size of your ad in advertisements.
A standard ad has 3 lines in Direct and 3 lines in Adwords. This is how they look without “hanging buns”.



Specifying the address in the ad allows you to display the name of the city, metro station, street, house under the text ad. phone numbers. Ads with the specified addresses appear on Google and Yandex maps. Google displays a link to view the map in the search result itself. All this leads to an increase in the space occupied by the announcement that entails attracting more attention, there are differences from monotonous ads of competitors.




This is how the ad will look like if you click on the Show map of 57, Caucasus Boulevard, bld.

6. Google+ in Adwrods

If your company has a page on Google+, you can embed the likes data in the ad text and link to the page. This will allow you to treat your ads more loyally, increasing the level of trust. Also increases the space occupied by the ad. It looks like this.



Use all the possibilities of contextual systems to attract customers, stay tuned and you will be happy.