In March, Google limited advertising opportunities in Russia. Users do not see ads in search, in the contextual display network and YouTube. Yandex From Google Direct remains for launching contextual advertising . In order to switch from one platform to another without losses, you need to know the analogous formats. Let’s look at similar campaigns of Ads and Direct.
From Google Ads to Yandex Direct
First, a few words about the situation on the contextual advertising market. Google has suspended advertising activities, but the services themselves are working smoothly. Users watch videos and search for information without restrictions and advertising. Not everyone is switching to Yandex and other domestic products. The audience that can be reached with the help of context has decreased.
Google’s actions indicate that the best free events for internet marketers in may 2021 corporation will not leave the Russian market. The official reason for the pause is the abundance of political advertising and difficulties in moderation. Campaigns cannot be launched in Russia, but the advertising accounts themselves are available. Therefore, it is not worth completely abandoning Google and putting it on the back burner. Everything can change overnight.
What should advertisers do? Closely From Google follow the news and new Yandex Direct products. Large companies that maintained high rates have left zn business directory the auction. This is a chance to occupy new niches and make leads cheaper. But the influx of new companies due to the Ads blocking will raise prices again. Therefore, you cannot delay the launch.
You can also switch to SEO website promotion in Google search results. This will provide additional traffic. It is worth noting that this type of promotion is not fast, so the faster you start promotion, the higher the chance of being in the TOP-10 of Google search results.
Analogues of Adsa formats in Yandex.Direct
Almost all Google advertising campaigns are replaced by Yandex ads. At the same time, Direct is easier to set up, and it has more opportunities to increase conversion, place additional information and automate. Let’s list the popular formats.
Text ads on search
A common and easy-to-set-up ad. Consists of a title, link, and description. To attract attention, add clarifications, for example, list the benefits (free shipping, promotions, discounts).
In February-March 2022, Yandex expanded the list of add-ons. Two new items appeared:
- Promotions. Clickable description of the unique selling proposition at the bottom of the ad. Leads to a page with detailed terms of the offer. Open only to the auction winner;
- Image carousel. Advertising is supplemented by changing pictures in order. From 2 to 10 files. Shown in the Yandex advertising network.
This year, Google will replace the text format with an adaptive one. The user specifies samples of titles and descriptions. Tand generates advertising based on the search query, context and other factors.