Yandex.Direct

Yandex.Direct is contextual ads and media banners on desktops and in. mobile Advertisement On search Yandex and on other sites of advertising networks.

The Yandex Video Network for March 2019 includes more than 300 advertising platforms.

2023

Launch of the strategy "Growth of targeted actions on the site"

Yandex on November 15, 2023 launched the strategy "Growth of targeted actions on the site."

The strategy is available in beta testing mode. The strategy will help attract new conversions from users who have been in contact with media advertising.

The media advertising strategy will provide advertisers not only with coverage, but also with a comprehensive brandformance effect. In addition, there are no budget restrictions in the beta version, which is convenient for both small companies and large businesses.

Ads will be prioritized for those users who, after advertising contact, are more likely to perform a targeted action. Thus, the Direct will find the audience that would not have committed a targeted action without contact with advertising.

Target Lift research will help evaluate the results of the promotion - it will show how much targeted action has increased after the launch of the advertising campaign. The study is based on a comparison of two groups: the one that saw the ad and the one that did not contact the ad. Target Lift shows how the number of targeted actions is changing among those who have seen ads compared to the control group. According to the experiment, the median increase in targeted actions among all campaigns that tested the strategy was 47%. To start the study, the duration of campaigns must be at least 7 days, and before they start, you must set up from 1 to 5 goals in the Metric.

According to our data, in 93.9% of cases, people who have seen media advertising bring more income per user to the business than those who have not seen the ad. This strategy allows media advertising to work even more purposefully - to contact those who are most likely to buy an advertised product or service thanks to such a contact. This is an excellent example of the synergy of media and performance advertising, which helps not only to build an image, but also to accelerate the pace of sale of certain goods, "said Ekaterina Odintsova, head of the media project development department at Yandex.

Launching a strategy to boost site traffic and research Visit Lift

Yandex on May 16, 2023 launched a strategy to increase site traffic and research Visit Lift in media campaigns.

This "Growing Site Visits" strategy works to expand the audience and helps increase the number of visits to the advertiser's site, as well as increase the effectiveness of advertising campaigns. The Visit Lift study is available in your personal account and shows how much the number of visits to the brand's online resource has increased after the launch of the advertising campaign. The innovations will allow advertisers to effectively invest the advertising budget and assess the impact of the media campaign on the growth of site traffic.

The study allows you to analyze not only direct visits of the user, but also those that he made within the next week after the end of the media campaign.

Test launches showed that advertising campaigns with an updated strategy received 2 times more visits to the site compared to placements without it.

Advertisers can customize the strategy in the personal account in the Directive. To do this, when setting up a campaign, you need to select the "Growth of site visits" strategy. Visit Lift research can also be connected in your personal account at the start of the campaign. To do this, in the "Advertising Analytics" section, you need to turn on the "Visit Lift" toggle switch.

Trends in branding and investment measurability are still relevant in media advertising. Therefore, we develop analytical tools, advertising formats and strategies with a focus on efficiency. Following the "Search Query Growth" strategy, which helps to grow the number of brand searches in search, we launch the "Site Visit Growth" strategy, designed to grow the traffic of the advertiser's website. And in order to assess the impact of the advertising campaign on the growth of visits, we launched a Visit Lift study. These tools have become an additional contribution to the development of the effectiveness of media advertising and allow you to bring the user closer to the final action, said Ekaterina Odintsova, head of the Yandex media advertising development department.

Adding the Batch Strategies Tool

Yandex The Package Strategies tool has appeared in the Directive. Yandex announced this on March 23, 2023. With it advertisers , they will be able to combine several campaigns for accelerated training through algorithms more data and automate budget management for better results.

Package strategies help advertisers collect enough data at the start for conversion strategies. By combining multiple campaigns, the algorithm gets more information about targeted actions and learns faster. As a result of experiments, package strategies helped the client to reduce the cost of attracting leads by up to 2.2 times and increase CR by up to 2.5 times.

Package strategies will also be useful to advertisers who care about working with the same budget across multiple campaigns with different objectives. Advertisers will be able to set the total budget and conversion price for different campaigns. Strategies will independently distribute finances in favor of those ads that are most likely to lead to the order of a product or service.

In Batch Strategies, you can combine campaigns with text and graphics ads, dynamic ads, and smart banners. But only campaigns of the same type: dynamic ads with dynamic ads, smart banners with smart banners. Statistics on Batch Strategies are available in the Report Wizard for the filter of the same name.

2022

Launch Carousel in Video Setup

Advertisers Yandex can improve conversion by embedding information brand, product, or service cards directly into videos. The company announced this on December 14, 2022.

The Carousel in Video setting is available for videos in media ads. With it, you can add cards with information about products, services, special characteristics or brand features to videos. This will help to increase the memorability of the brand and increase the likelihood of conversion. According to the results of the first tests, the conversion of advertising has more than doubled.

Even users who watched the video will be able to see the product cards in the video: in a streaming video, the carousel becomes the final frame after the show.

"Carousel in Video" will be useful not only for those who sell goods, but also for businesses that provide services or simply want to give more information about the brand: for example, companies from the field of finance, real estate or entertainment.

You can start the carousel in the personal account of the Directive. To do this, you need to download a video, add pictures and a link to the site. Click and conversion statistics can be viewed in the Report Wizard. While the setting is working in beta testing mode.

Launch Search Lift Strategy and Research

Yandex on December 9, 2022 announced that it would help grow brand searches with an updated strategy and Search Lift research in media campaigns.

The Search Lift strategy in media advertising will help increase the number of searches for a brand or its services in search. And the study will show how media advertising affects the dynamics of search queries. Both tools are still available in beta.

Advertisers can customize the operation of the strategy independently in their personal account in the Directive. By choosing to optimize for brand searches, advertisers receive the maximum increase in search queries from interested users.

To see how often users who saw ads began to search for a product, company or service for brand requests, you can connect the Search Lift study. This can be done in the personal account of the Directive. To do this, you need to specify brands and advertised goods and services, after which the system will independently select the relevant search queries. In the report, the advertiser will be able to see data on the total increase in queries based on the results of the advertising campaign and expanded detail on individual search phrases.

Key phrases obtained in the results of the study can be supplemented with performance advertising in order to make it more effective.

We see a clear demand from the market for the effectiveness and measurability of investments in media advertising. By launching outreach campaigns, advertisers want to understand how this will help them shape new demand and solve the ultimate business challenges. With the help of the Search Lift strategy, as well as the research of the same name, we make it possible to purposefully work on the growth of brand search queries, which means to receive new interested customers and increase sales, "said Ekaterina Odintsova, head of the Yandex media advertising development department.

Conversion Center Availability

The tool "Conversion Center" has become available in the Yandex Directive interface. Yandex announced this on October 7, 2022. With it, you can upload data on final conversions, for example, orders through an operator or made purchases of goods offline directly to Direct in one window.

The transfer of conversions to the Direct improves the efficiency of advertising: it has become possible to record data for point targets and adjust the price of conversions, use goals in strategies for optimizing conversions and the share of advertising expenses in order to pay only for the result. The data also helps to optimize the operation of the conversion strategy: the algorithms of the Directive receive more information about users making conversions outside the site.

In the "Conversion Center" you can download the following data: about calls on the phone specified on the site, or placing an order through the operator, viewing the goods on the site and buying it offline, as well as about orders on the site with payment or partial redemption offline.

The tool will also be useful for those who manage multiple targets on the same account and monitor the transfer of their value manually - using the "Conversion Center" you can set up automatic value setting. In addition, it is now more convenient for advertisers to track statistics on all conversions, including those already configured in Metric. All data from the Conversion Metric can be uploaded to Direct via a new menu.

Read more about setting up, preparing files with offline conversions in the help.

Add post-view and post-click conversion metrics

The Report Wizard (a tool for viewing statistics as part of the Yandex.Direct platform) has post-view and post-click conversion metrics. Now advertisers can learn about the targeted actions of users on the site, performed after showing a media advertizing or click on the ad, reported on July 26, 2022 in the company Yandex"." The update shows deferred requests, helps to analyze the effectiveness of advertising and its impact on sales.

In performance campaigns, attributing to the last click allows you to estimate the number of users who have migrated to the site from ads. Post-view and post-click conversions provide similar data, but for media advertising.

The post-view conversion report reflects events that occurred immediately after the ad was shown. This can be an order, request or call. This takes into account only those actions that were specified as targeted in the campaign settings. In turn, the post-click conversion report shows how many targeted actions users have taken after clicking on media ads.

"Media advertising is often perceived as a tool for solving image problems: building trust and positive associations with the brand. Standard metrics have always been available to assess the effectiveness of media campaigns, but now it is possible to assess the impact of media advertising on the final goals of the advertiser and solving business problems, "said Ekaterina Odintsova, head of media advertising development at Yandex.

The added key figures are already available in the Report Wizard. To view statistics on all campaigns starting May 12, 2022, you need to select post-view or post-click attribution.

2020: Video Designer Launch

March 23, 2020 Yandex"" announced the launch of a video designer in Yandex.Directive. The service allows you to create videos based on ready-made templates - just change the text and pictures to your own. 

The video designer helps to create a video from static images if the user does not have the opportunity to organize shooting. At the time of starting the function, the duration of the videos cannot exceed 15 seconds. To use the service, follow these steps:

Yandex.Direct has launched a video creation service. It is available to everyone

• Go to the video designer from the top panel  in the new Directive interface or from the Tools tab.

• Select one of the available templates in the "Video Templates" tab and click "Create Based ."

• In the edit window, you can add your own logo and images, change the fill color, text and playback speed , and add an audio track.

• Save Finished Movie. It can be found in the "My Videos" tab.

• Now you can use the video in Yandex.Directive campaigns. To do this, select the "Video Designer" tab when downloading video in a media campaign or when creating a video announcement.

By March 23, 2020, the library has 15 universal templates on various topics, in which you can customize the animation for slides, as well as add your own audio track, text, pictures, logo, colors and other elements.

In the future, developers want to add more templates and options for editing to the designer. In particular, it will be possible to create videos without templates and download video files.

As explained in Yandex, the video designer will come in handy if the advertiser does not have the resources to shoot and edit videos - they are created from static images. Such videos are suitable for both media and performance advertising in the "Directive."^[1]

2019

Manual Rate Management Conversion Optimization Launch Plan

On April 24, 2019, Yandex announced that optimization of conversions with manual rate management would soon work for search campaigns in Directive. The gradual launch of the algorithm will begin in the second half of May 2019: the system will take into account the likelihood of conversions, lowering or raising rates on a small share of traffic depending on the forecast. Further, Yandex plans to gradually expand the range of the algorithm, closely monitoring the results of its work.

According to the company, with conversion optimization technology, it will be easier to win bidding for the most valuable traffic and save budget with a low probability of targeted transitions. A similar introduction in the Yandex advertising network (RSS) made it possible to raise conversions to RSS by 14% without increasing the budget of advertisers.

Now, for the same search query, it will be possible to buy some clicks a little cheaper, and others a little more expensive, depending on the likelihood of converting on the site. At the same time, the average click price will remain the same during the month, and the overall conversion rate in campaigns will increase.

Machine learning algorithms in the "Directive" are able to predict the probability of conversion with high accuracy when shown to each user. At the same time, the user can determine what action to consider a conversion on his site and indicate its value by setting key goals. Then Direct will try to bring as many of these targeted actions as possible, taking into account the values ​ ​ indicated for them.

In the "Directive" interface, API and commander in all search campaigns, the "Manual Control" strategy will be renamed "Manual Control with Optimization" in May 2019. All assigned rates will remain in the updated strategy, they can be changed, as before. External betting management systems will not break down and will also work as before.

The existing strategy "Manual control with optimization in networks" will also be called "Manual control with optimization." Except for the name, nothing will change in it. At any time, you can set up key goals in your campaign or choose a different rate management strategy.^[2]

Video auctions and outdoor advertising

March 18, 2019 Yandex reported that two additional types of advertising appeared in Yandex.Directive. Now users can place video advertizing an outdoor digital with advertizing payment for a thousand potential impressions (OTS) in it.

Purchasing video ads through Direct opens up many opportunities for advertisers. They will be able to post their video on the Yandex Video Network with a monthly audience of more than 37 million people. The maximum length of the video is 60 seconds, and at the end you can add a "packshot" - a static image that gives the user time to click and go to the product page.

The Directorate also allows you to choose the format of video placement and increase the likelihood of repeated contact with the audience, adjusting the frequency of media banners or showing additional performance advertising. For advertisers, targeting by user profile will be available, similar to media banners: on socio-demographic characteristics, marital status, profession, presence of children, interests, to data Yandex.Metrics and. Yandex.Audiences

Earlier, the auction purchase of video ads was available only through the Yandex.Display service, which was mainly used by large advertisers. Now everyone will be able to participate in auctions, including representatives of small and medium-sized businesses: the minimum budget is only 300 rubles a day, and the minimum check is 1000 rubles.

The Directive has long been able to place media banners, as well as video additions and video announcements, according to the auction model. Now almost the entire advertising inventory of the Yandex Video Network is available in it. From a contextual advertising management system, Direct has become a full-fledged tool for solving business problems: from generating demand to attracting customers.

Also, the Directive has the opportunity, on a separate request, to order outdoor advertising with a minimum budget of 300 rubles per day. As of March 2019, more than 100 digital billboards in Moscow are participating in the auction, and surfaces in other cities of Russia will soon be added to them. Advertisers can select specific advertising surfaces for placement, as well as indicate the period of display of ads in real time, assess its effectiveness and control the frequency of contacts when retargeting on the Internet.

Notes