The contextual advertizing is one of the most effective channels of involvement of potential buyers for the website. Therefore web marketing specialists seek to improve all possible tools and techniques the advertisements in Yandex.Direct. One of new instruments of increase in efficiency is creation of long headings of declarations. The long heading does the declaration more informative and noticeable and according to Yandex increases its click-through rate.
For advertisers Yandex.Direct allows to create declarations of a certain structure. Each element of this structure has the restriction on characters, for example, the maximum length of heading 33 characters, the text of the declaration should be no more than 75 characters, etc. It is very heavy to much to contain desirable information in 33 characters therefore in Yandex.Direct the Substitution of a Part of the Text in Declaration Heading function appeared.
For inclusion of this function it is necessary to pass to the page my campaigns → Parameters → Advanced settings. In the revealed list you will see the Turn Off Substitution of a Part of the Text in Heading function. If opposite to function there is no mark then it is active.
We pass to creation of the declaration. Now you can increase quantity of characters in Heading up to 56 at the expense of characters from the text of the declaration. There is it as follows:
The system analyzes the text of your declaration. If the sum of characters ""Heading + the First Offer of the Text of the Declaration"" no more than 56 characters, then the first offer is transferred to Heading.
Example: "Resurso bulletin board!"" (heading - 25 characters)
"Free of charge and forever! Purchase, Sale, Rent. Submit the declaration!"" (The first offer 21 characters)
The sum Heading + the First offer = 46 characters, therefore, the declaration will look searching as follows:
To make declaration heading long, it is necessary to begin the text of the declaration with the offer with which it is necessary to supplement heading. The main thing not to exceed total restriction in 56 characters.
There are some more cunnings that it turned out:
- At the end ""Heading"" there shall be a character (point, the question, exclamation mark, etc.).
- If ""Heading"" contains a keyword, then ""The first offer"" should not support him, otherwise it will not be transferred to heading.
- If the sum of the first offer and heading is more than 56 characters, then the offer is not transferred, and to heading of the declaration the name of the website is pasted.