An advertisement is information about the benefits of a product or service. It can consist of text, images, videos, and other elements. Advertisements come in two formats: Offline. They can often be found in magazines and newspapers, on leaflets and banners on the street. Such ads usually consist of a short advertising text and an image. Online. On the Internet, advertising is displayed in search engines, social networks and on websites.
It may consist of more than just text and images – often video
Business has become a powerful tool for effective marketing, particularly for businesses targeting overseas markets. Quick Replies: Predefined messages for overseas data frequently asked questions make it easier to respond to customers in real time. Brand Advocacy: Engage with brand test ambassadors or loyal customers by providing exclusive updates or product releases.
Music and interactive elements are added to it. For example, buttons that, when clicked, take the user to the company’s page. Special platforms help to place ads online, for example Yandex Direct . With its help, you can publish ads in Yandex services, as well as on thousands of other sites on the Internet. In this article we will only talk about online advertising. In the next section we will look at what ad formats exist. Types of advertisements on the Internet Advertisements in search engines and social networks differ in appearance, for example, some publications contain only text or an image, while others combine several elements at once. The following types of advertisements are distinguished. Text . They have three mandatory attributes: title, text and link to the site.
Additionally, such ads may include: Product Benefits
Quick links to specific sections of the site Contact information – phone number or company address These ads do not include product photos – the advertiser can only use text to interest potential customers. What an ad might look like in Search Sample text ad Graphic (banners). They are an image with a short text. In Yandex, graphic ads are shown in Search and YAN — Yandex Advertising Network , which includes more than 55,000 partner sites. What a graphic ad might look like Example of a graphic ad Text and graphic. Include text and visual content – an image or video. And can also be supplemented with buttons, quick links, address, promotions and discounts. What an ad with text and graphics might look like Example of an ad with text and graphics You can read more about Yandex Direct ad formats in Help .
How to Prepare to Write an Ad Before you write
Your ad copy and select images, there are a few steps you need to take to understand your customers’ needs. Define the target audience The target audience (TA) is people or companies that are potentially ready to buy a product or service. Here’s how you three steps to greater motivation can define your potential customer base: Take data on current customers from a CRM system – a program that automates work with clients and sales See who is subscribed to competitors’ social media communities Read reviews of similar offers Connect Yandex Metrica to the site and view the results of reports from the “Audiences” section Using Metrica you can determine: Regions with the largest target audience Demographic characteristics of potential clients Audience Interests Time spent on the site and number of pages visited As a result, you will get an approximate portrait of the audience.
For example, designer table lamps are most
often bought by people around 30 years old with a high income. They are interested in art objects, live in a premium apartment or their own house. They are concerned about the price-quality ratio, the uniqueness of the design. You can learn more about finding the target audience in the article . Collect semantic core A semantic core is a sale leads list of key phrases. When people enter them into a search to find a specific product or service, they may see your ad. You can collect queries using Yandex Wordstat . To start working, you need to enter phrases that customers can use to search for a product or service.
” All phrases should be collected in a table indicating the number of impressions for them – this data will be useful when preparing and launching ads. How to format user requests and number of impressions The table contains phrases that can be used to promote advertisements and get an audience ready to buy. Analyze competitors’ advertising Enter the product names of your direct and indirect competitors in the search — those whose products are different from yours, but satisfy the same needs of the audience. Pay attention to what advantages they highlight.
Let’s imagine that you sell handmade paintings.
The range includes interior options and designer abstract pieces. If you search for competitors’ ads for the query “buy painting”, you will see: Range. For example, direct competitors offer paintings according to the buyer’s idea, unique solutions, and indirect competitors sell prints on canvas and offer painting kits with the support of a curator. Purchase conditions. Let’s say competitors have delivery in Russia and pickup from the branch. When paying online, cashback up to 10%. Related products. Competitors most often sell their work at exhibitions, the budget segment can be found in large construction stores.
That is why among other products there will be shelves,
Wall mounts. Use this information for further work with the semantic core. For example, you can: Add new phrases that we saw from competitors – “designer painting”, “painting for loft style” Highlight the distinctive features of your product in texts – delivery across Russia, 20% discount on order Highlight the benefits of your product or service Based on the analysis of key phrases and competitors, you can see what is worth adding to the ad text.
Let’s imagine that you are selling interior paintings.
Then you can emphasize that this is handmade. This means that all the pieces are unique. Then you can specify what style they are best suited for – loft, classic, minimalism. Benefits in the ad Product benefits may include discounts or free shipping. Rules for writing ads for Direct Advertisements in Yandex Direct can consist of text blocks, images, videos and links. Here’s what’s important to consider when filling out the main sections. Headline. Write the name of the product or service, as well as the main distinguishing features of your offer. For example: “Designer flower pots” or “Custom handmade cakes”. Example of a title Ad Title Text. In the main text, add a USP — what buyers should come to you for.
Upload illustrations, photos or videos.
They should be of good quality, without unnecessary details and clearly display your offer. If you are promoting a product, show it in a close-up photo. Portraits of people, work processes or associative images are suitable for advertising services. For example, if you offer car repair services, you can show the process of car repair. Quick links. In some Yandex.Direct ad formats, you can add quick links — they help you navigate to specific sections of the site. Indicate the sections that are most important to your audience, such as a catalog or delivery page. Example of quick links Quick links in the ad Clarifications. These are small texts that are displayed in an additional line at the bottom of the ad. It is better to indicate the advantages of your product and its features in them again.
You can also tell about special discounts or briefly list the terms
Of ordering and delivery. Advertising in Yandex Direct has technical limitations. For example, the number of characters for each element, the maximum image size in pixels, the video format. You can learn more about this in Help . The process of creating ads will be easier if you use the Campaign Wizard . This is a tool from Yandex that automatically generates a title and text, and also selects images on your site or creates them using neural networks. To start promotion through the service, go to Direct , click “Create” → “Campaign” → “Campaign Wizard” tab.
