YAN from A to Z: principles of creating effective advertisements

Executive Editor of SEOnews

In the fourth video of the SEOnews and eLama video course “YAN from A to Z” we deal with the principles of creating effective advertisements in YAN.

Today the leading paid traffic specialist eLama Nikita Kravchenko will tell you about the types of ads and the principles of their creation.

We have already figured out earlier:

Types of ads in YAN and principles of their creation

Types of advertisements in YAN

When creating an advertisement in YAN, advertisers have access to several types of ads:

text-graphic,
graphic,
mobile,
video ad,
video addition.

Text and image ads

Work best, get maximum reach. It is better to start with them.

You can add a title, description, link, picture to a text-image ad. Yandex.Direct will automatically generate a video extension from this. The effectiveness of video extensions may not be very high, but such ads can provide additional reach.

Image ads

The reach of such ads is usually less than that of text and image ads. When it comes to efficiency, it’s better to test. In some projects, image ads may perform better than text and image ads, in some they may not.

Why is the reach of these ads less? Yandex displays text and image ads in a block with competitors. One block can contain 3-5 ads. A graphic banner either occupies the entire block area or stands next to one or two more ads. It is more profitable for Yandex to show more different advertisers, so the reach of image ads is less.

Mobile ads

In essence, these are text-image ads that are displayed on mobile devices. It is this type of ads that will necessarily be shown on smartphones if the advertiser needs to target ads to mobile users.

Mobile ads are created when they want to insert special texts and pictures for smartphones. It should be understood that Yandex and regular ads can adapt to different devices.

Video add-ons

As mentioned above, video extensions are created automatically based on text and image ads.

If the advertiser wants video ads and shoots a video, then this video can be added as a background. The title will be taken from the text-image ad, and the background can be:

the default picture from a text-image ad,
video background from the Yandex library,
own video, if there is footage.

Video ads

This is a full-fledged video ad in the Yandex Video Network. Video ads can be created in a separate ad campaign to separately manage bids and monitor statistics.

Video advertising is more of a media, branded format when you need to work on audience engagement. This is less about performance, although you can also get conversions from there.

Principles for creating effective ads

One of the formats for text and image ads looks like this:

The most important thing is to get your ad right.

Image

This is the most important element. It is the picture that attracts attention, so it should be bright, contrasting, understandable, without small elements. Better to have a central element on which the user can focus their attention.

You can add some text to the image.

Heading

This is the second most important ad element. The title should interest, intrigue, motivate the user to take some action. Thanks to the title, the advertiser explains what it is about and what benefits the user can get on the site.

When creating a headline, it’s worth trying to add both a benefit and a call to action in there.

Text

This is the third most important element, but it should be borne in mind that Yandex may not always show the text in the ad, but you still need to add the text.

You need to add some benefits, promotions, special offers to the text, explain why the user should go to the site. It is also worth placing a simple call to action in the text (find out more, read on the website, etc.).

Where to get images

Can be used for ads:

own photographs or graphic drawings. When you use your photos, you immediately set yourself apart from the competition. And if you use the same image on the site, then the user gets a more understandable structure of interaction – he understands exactly where he came from, what he saw and who offers it to him;
free photo stocks. If you do not have your own photos or drawings, you can use photo stocks;
Pinterest;
pictures of Yandex and Google. Such images can be found in competitors’ ads, so this option should be used as a last resort.

5 techniques for creating effective ads

1. Product face

When you are promoting a clear, simple product, all you need to do is face it up in an ad, make a value proposition, and invite you to visit the site.

This approach will work for those already interested in this product. In this case, it is worth using target semantics, target short-term interests. You’re targeting a hot audience that’s ready to convert.

2. Problem – solution (Jobs to be done)

With this approach to the announcement, we are not talking about the product itself, but talking about the problem and suggesting a solution.

This approach will work for those who have a specific problem, who are facing a specific pain and don’t yet know that your product is solving it.

The advertiser can use informational phrases like phrases (how to fix glass, how to set up an advertising campaign, etc.).

3. Never do this!

This approach grabs the audience’s attention well.

4. Creative approach

Catching with unusualness or getting into a situation. In the latter case, we use user characteristics. Such an ad will work for those who have not thought about the product and / or the problem.

You can test on near thematic phrases.

5. Cover face

The face in the picture always attracts attention, especially if there is an emotion or a bright background. It is very cool if the person is a media person or is known in the market (if it is a celebrity, then you need to get permission).

In such an ad, you can speak in the first person.

Filters in ads

If you run ads when you need to weed out some part of the audience, then you can do filters in ads, in pictures and in headlines:

from a certain price / volume,
only for … (wholesalers, dealers),
you need … wholesale,
looking for … wholesale, etc.

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