So, as the initial words of the title, we use keywords that begin with a capital letter. We add the necessary bullet to them. And it is important to remember that the final length of the title should not exceed 33 characters. Let's move on to automating this process in Yandex.Direct.
Writing Ad Headlines
It is necessary to make a list of different endings of the title. Here it is necessary to take into account that we will need additional parts of different lengths, since keywords can be high school coaches email list both short and long. Simply put, the title should look like this: Title = keyword + ending <= 33 characters .
Let's make four ending options:
"in Moscow. Delivery";
"in Moscow.";
". Moscow";
"" - (add = 0).
Next, you should compare the length of the keyword and the ending, and then combine them so that the title is as long as possible, but no more than 33 characters. Automation of this process is possible using the Excel formula:
"=IF(LEN(A11)<=$C$2;CONCATENATE(A11;$A$2);IF(LEN(A11)<=$C$3;CONCATENATE(A11;$A$3);IF(LEN(A11)<=$C$4;CONCATENATE(A11;$A$4);CONCATENATE(A11;$A$5))))"
After using this formula we will get almost ready ad titles. In some cases the maximum character limit could be exceeded, but this will be corrected in the future.
Step 4. Writing advertisement texts
At this stage of Yandex.Direct automation, we use a scheme similar to the previous step. We add bullets to the keyword and finish the ad text with a call to perform some action, for example:
"Call!"
"Write!"
"Order!"
"Subscribe" etc.
CTA (call to action) should be selected in accordance with the result you want to achieve from the landing page visitor. If your goal is to place an order for your product, then it would be logical to end the ad with the call to action "Order!"
We write texts for advertisements
The general formula for the ad text for Yandex.Direct can be represented as follows:
Ad text = Keyword + bullets + CTA (call to action) <= 75 characters.
Let's perform the above actions on the example of selling elephants. For example, let's take five ending options:
". Inexpensive. Wholesale only. We will process all the documents. 24/7. Call!"
". Inexpensive. Wholesale. We will process all the documents. 24/7. Call!"
". Inexpensive. Wholesale. We will process the documents. 24/7. Call!"
". Inexpensive. Wholesale. We will arrange all the documents. Call!"
". Inexpensive. Wholesale. We will draw up all the documents. Call!"
We put everything into a template and get ready-made texts of advertisements using the following Excel formula:
"=IF(LEN(A10)<=$C$2;CONCATENATE(A10;$A$2);IF(LEN(A10)<=$C$3;CONCATENATE(A10;$A$3);IF(LEN(A10)<=$C$4;CONCATENATE(A10;$A$4);IF(LEN(A10)<=$C$5;CONCATENATE(A10;$A$5);CONCATENATE(A10;$A$6)))))"
Step 5. We summarize the ads
At the moment we already have:
List of keywords.
Headline texts.
Advertisement texts.
Next, you need to download the Yandex.Direct template for Excel. Then copy the available information into the appropriate columns.
At this stage of automation, a situation may arise where the length of the title or text of the ad exceeds the maximum allowed. In this case, you will have to edit them manually.
It is also necessary to indicate for each advertisement in Yandex.Direct:
Landing page URL.
Address and text of additional links.
Virtual business cards.
Addresses of pictures for YAN.
Also, for large advertising campaigns, it is advisable to immediately specify tags for ads to simplify further work.
In Yandex.Direct, when a keyword matches, its synonyms are also highlighted. Therefore, it is permissible to replace a keyword with its synonym when the title or text of an ad exceeds the limit of 33 characters.
For example, we received a title of 36 characters: "Repair of pink cars. Inexpensive" - 36 characters.
Recommended articles on this topic:
Native advertising: examples, pros and cons, main types and platforms for placement
Target Audience: How to Properly Target Your Offer on the Market
Business Promotion: Killer Methods for All Occasions
We replace the word "cars" with "auto" and get 29 characters: "Repair of pink cars. Inexpensive" .
The result of all the actions performed to automate Yandex.Direct will be a file with your business's advertising campaign prepared for downloading and launching.