July 29, 2021, 12:12
Yandex.Direct has a 20-character limit for a displayed link. However, in the search results, you can find examples of ads with much more characters. How to make such a link?
To deal with this issue in a new video cheat sheet will help Nikita Kravchenko, Leading Paid Traffic Specialist, eLama.
When launching search advertising in Yandex.Direct, advertisers fill in the fields, among which there is “Link in the ad”. The maximum characters for a displayed link is 20.
At the same time, in the search results you can find ads where there are much more characters in the link. For example, in the example below, the link is long and completely duplicates the first heading.
Getting such a link is pretty easy. In Yandex.Direct, when creating an advertisement for a search, you do not need to fill in the field with the displayed link. The system will substitute the first heading instead of the link: either as it is (if it is small), or in a truncated form.
Initially, this substitution came from the Campaign Wizard, in which the displayed link, in principle, is not provided. Later, colleagues from Yandex confirmed that this substitution works for classic search campaigns – if there is no displayed link, the first title is substituted.
Whether a longer link will affect ad performance is unknown, as no A / B testing has been conducted. If you would like to test the impact of the displayed link on the CTR, share the results in the comments.