Why create image ads of different sizes. We increase traffic due to large-format ads on rsya. Requirements for sizes and formats
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Good afternoon.
Today I want to talk about how your ad might look in various ad services. There are a lot of such formats, but it is not always easy to understand them. As you know, advertising works most effectively when all advertising formats are used to the maximum.
So, let's try to figure out what formats different services can offer us today.
Yandex.Direct
Text ad
Image ad
This type of ads is used for impressions in, i.e. on the pages of Yandex partner sites. Image ad sizes can vary:
To create image ads, you can use the built-in Yandex.Direct constructor or upload your own designs.
Text-image ad
Such ads, as the name suggests, include graphics and text. They are also placed in YAN, similar to text ads, but with a picture.
Video addition
A text-to-image ad can be supplemented with an ad with a video that will be shown on video services. The text is taken from the ad settings, and the background video and music can be selected from a ready-made library or you can upload your own.
Dynamic ads
In fact, these are ordinary text ads, in which the title and address of the page for the transition are automatically substituted, depending on the request. Suitable for online stores to advertise each product from the assortment separately, without creating thousands of ads.
Smart banners
“Smart banner” is a banner that knows what to advertise. In fact, this is a graphic banner that can look into your catalog and take goods from there that should be most interesting to the current user. Works only for those users who have already been on your site, i.e. by retargeting condition.
Google.Adwords
Text ad
If you have not changed the pictures in YAN for widescreen ones, then after reading this case - proceed!
Not so long ago Yandex announced that wide-format pictures are now available for download in campaigns on YAN. Our joy knew no bounds ...
Excerpt from help:
When loading, you will be prompted to select the visible area of \u200b\u200bthe image. The aspect ratio can be standard (1: 1 to 4: 3/3: 4) or wide (16: 9). For campaigns like "Advertising mobile applications»Only widescreen images are available.
The image must meet the following requirements:
- the maximum file size is 10 MB;
- image format - JPG, PNG or GIF. When loading an animated GIF, only the first frame is saved;
- image size:
for standard - from 450 to 5000 pixels on each side;
for widescreen - from 1080 x 607 to 5000 x 2812 pixels
This caused a real boom in the professional community.
At last!
- Again copy ... (everyone knows search engine)! But well done!
We weren't happy for long, and found that ads were showing in a strange way. The widescreen picture is not always used. It was not clear whether Yandex's partners were doing something wrong or whether Yandex had not yet translated all sites in the YAN to display wide-format ads.
Every week we contacted Yandex managers and asked them to send examples of such advertising. We didn’t have to starve, we were fed "breakfasts" regularly!
And lo and behold, finally, we began to come across ads. But what happens on the other side of the moon, in statistics ...
We decided to take a fresh example so that everything was honest and transparent!
Until June 27, the client was posted on the YAN network with standard pictures Pictures are generally not bad, but the area advertising space they take 70% percent.
And here's what happens with a 16: 9 widescreen picture. She takes up 95% of the ad space in her ad.
How it affected the statistics:
The rates remain in their usual range. At the same time, you can see how impressions start to grow after two days.
During the first days, Yandex begins to re-select suitable sites for thematic or behavioral targeting, and only then you will observe an increase in impressions and clicks in your statistics.
As a result, we got:
- Increase in the number of impressions by 390%.
- The number of clicks has increased 6 times!
- At the same time, the average CTR of ads started to increase pleasantly.
- The cost per click remains the same!
Now we are forced to reduce the cost per click, because we get out of the advertising budget allocated to us!
Correct answer: At a rate of RUB 1,800, since the adjustment was set only for impressions on mobile devices.
2. There are several active and several stopped ads in the group. What price is displayed in the Search Price column?
Correct answer: The aggregate price is displayed only for active group ads.
3. What is indicated in the "Conversions" column in Yandex.Direct statistics?
Correct answer: The number of visits in Metrica, within which the goal was achieved.
4. Metrica reports show that the campaign had many conversions from Direct for the same search query. How do you know for which keyword your impressions were?
Correct answer: Using the "Search queries" report.
5. For what period will the system try to spend a given amount if you choose the "Weekly budget" strategy?
Correct answer: For a week from Monday to Sunday.
6. Created a new campaign. Opposite the key phrase, we see the prices of positions. Are competing ads counted in line item prices?
Correct answer: Yes, all competing ads on demand are counted. Competitor bid adjustments do not count.
7. Search query: how to grind coffee. Choose a combination of operators that will take into account all word forms in the query.
Your answer:! How to grind coffee
8. An ad with a virtual business card is shown on mobile devices. All users clicked on the phone number and immediately called, they did not go to the site. Will such clicks be cheaper or more expensive than clicks to the site?
Correct answer: There will be no difference in cost - clicks to a business card cost the same as clicks to a website.
9. The campaign has image ads... The task is to track calls only for them, excluding all other types of ads. How can this be done?
10. Why create ads in different formats in Yandex.Direct?
11. Key phrase: [towel dispenser]. The square brackets operator was used. What search query won't show ads?
Correct answer: paper towel dispenser
Correct answer: Both will work - the impression will be based on the selection of the audience, taking into account the adjustment of bids.
13. Key phrase: buy a stroller. Which search query will not receive impressions?
Correct answer: buy a wheelchair in Moscow
14. Key phrase: T-shirts + with slogans. Which of these search terms will NOT serve your ad?
Correct answer: lettering on t-shirts
15. You have created several segments in Yandex.Audience. Now you need to find out what percentage of users were on the site and what they did there. How and for which segments can this be done?
Correct answer: Data on user behavior on the site will be automatically pulled up if Yandex.Audience and the Metrica counter are on the same login.
Earlier our authors have already told, what is YAN and how to effectively build an advertising campaign. In this review, we will look at examples of ad formats in YAN, so that novice specialists in contextual advertising were able to launch ad campaigns quickly and efficiently.
Yandex.Direct ad formats
There are three ad formats in Yandex.Direct:
- text and graphic;
- graphic;
- smart banners.
The first two ad formats run in a Text & Image Ads campaign, and the third run in a separate Smart Banners ad campaign.
Let's take a closer look at each ad format.
1. Text and image ads
In a text and image ad, the system offers the advertiser:
- two titles, 30 characters each;
- 80-character ad text;
- site link and display link.
You can also add quick links, a virtual business card, an image and a video to your ads.
- text only;
- text and image;
- text and video.
1.1. Ads with text.
Example of a declaration:
In order for such an ad to compete with other ads in the YAN and attract the user's attention, it is necessary to be creative in the writing of the text, USP and call to action of the potential client.
Text and image ads - main and universal format... An ad consists of: a headline, text, an image and a hyperlink, as well as a video, and a virtual business card.
In Yandex.Direct, you can add up to four quick links to direct users to selling sites, social networks, or to products in Yandex.Market. Don't forget your business card.
Text-image ads consist of:
- only text;
- text and image;
- text and video.
Text ads
A text ad can attract attention and compete with other ads if the text is creative and available. detailed description USP and information about discounts, promotions and a call to action: "Register", "Call", "Participate in the action", etc.1. Add a key phrase to the title. It is highlighted in bold. This will attract the attention of the target audience and reduce the cost per click.
2.Using operators ", +,!" reduces the number of inappropriate impressions. The phrase highlighted by them is displayed under the query that you set. For example, let's say you sell jewelry locally. You write [! Decorations + in! Kiev], and your ad will appear only to those who search for "jewelry in Kiev". And for those who will introduce "custom-made jewelry", "DIY jewelry", etc., it will not appear.
Image ads
Standard sizes are used: 1: 1, 4: 3, 3: 4, as well as widescreen 16: 9 images. Requirements for pictures:
- file format: JPG, PNG, GIF;
- volume no more than 10 MB;
- standard in the range of 450-5000 pixels for each side;
- widescreen from 1080x607 to 5000x2812 pixels.
For effective advertising Direct recommends placing two formats at once: standard and wide format. The attention of users is attracted by original and clear images. Better to upload genuine product photos. Meet the requirements for successful moderation.
Video ads
A video ad consists of: a headline, text, a link, a video up to 15 seconds long and a CTA (call to action) button. Videos are uploaded from a computer or from a video library with templates.Use loyal calls to action. Calls like "Press", "Come in", "Look" are in most cases inappropriate.
Such ads are shown in InStream and InPage blocks:
- InStream - video advertising on websites;
- InPage - linear content, advertising in the player.
Image ads
An image ad looks like a banner, but it has a logo and contacts. You can create it in the Yandex.Direct constructor.To launch the Designer, when creating an ad, change its type from text-graphic to graphic, in the "Image" field, click on "Add" and then "Build from template". Then choose one of the ad templates.
The banner dimensions are shown on the left, and the editor is on the right. Pictures are added from a computer or from a library. If you're making an ad for multiple formats, the images need to be cropped.
Next, select a palette, enter text, and add a logo. An age limit or warning can be added automatically.
Requirements:
- formats - JPG, PNG, GIF;
- files - up to 120 kb;
- dimensions - 240x400, 300x250, 300x500, 300x600, 336x280, 640x100, 640x200, 640x960, 728x90, 960x640, 970x250 pixels.
Smart banners
Smart banners are a media ad format that automatically creates and launches advertisements with different offers: auto sales, real estate, tourism, online stores. Placed only in YAN networks with pay per clicks.When creating a smart banner, the view and product lists are configured. Direct creates an interactive banner showing products by interest. For example, a person chose a motorcycle, entered its model in the search and keyword "buy a motorcycle". It is saved in the search history, and based on it, the system will generate an ad for display.
To create a smart banner, you need a feed file with information about the advertised goods or services. From this file, the desired product is selected that is interesting to the user (automatic download of the feed is available in the settings). You can use all the products of the site, or individual ones commodity groups... In the end, it remains to set up appearance banner, which will help the Yandex.Direct constructor.
Conclusion
- For good work of ads in YAN you should:
- use as many formats as possible;
- upload pictures of all permissible sizes for good ad coverage;
- use additional Yandex.Direct features to facilitate the creation of ads;
- remember about the variety of ad formats, create smart banners, find suitable ad formats.