Yandex direct clarifications. Clarifications in Yandex Direct

Clarifications in ads can be shown both in search and in networks (YAN and external networks).

Why clarifications are useful

Help provide additional information

In clarifications, you can list the benefits of a product or service, talk about special offers, or describe favorable conditions for working with you.

Increase ad CTR

According to our research, clarifications increase the CTR of ads by 3%.

Doesn't require complicated setup

Create and add short texts of clarifications to the ad. The same clarifier can be used in different ads and campaigns.

How to add refiners

Refinements can be added when creating or editing an ad. To do this, on the ad editing page, in the Add-ons section, select Refinements → Add. Specifications must match moderation requirements. If any clarification does not meet the requirements, then it will be rejected by the moderator and will not be shown in the ad.

The length of the clarification should be no more than 25 characters, including spaces. The total length of a clarifier for one ad must be no more than 66 characters. Refinements can be shown in any order.

Notes cannot be edited. If you want to change a refiner, delete it and create a new one.

You can add refiners to multiple ad groups at once using XLS/XLSX files , bulk operations in multi-editing, Direct Commander or

IN Yandex Direct the ability to add to ads clarifications. Clarifications are short phrases in which you can describe your benefits or features of the job. In a Yandex Direct ad, they will be shown in an additional line at the bottom when the ad lands in the first place of special placement.

It is worth noting that with this innovation, Direct has become one step closer to its older brother - they introduced clarifications a long time ago and they look something like this:

Why do we need clarifications in Yandex Direct?

With the help of short clarifications, you can provide users with additional information about the product, service, and the specifics of your company. Tell us about special offers, promotions, describe the benefits that a client receives by contacting you.

Increase the CTR of your ads. According to Yandex statistics, CTR ads with clarifications are on average 3% higher. It is understandable, the ad with clarifications becomes more massive, more noticeable and new hooks and offers appear.

How to add clarifications to a Yandex Direct ad?

Everything is simple here. On the ad editing page, there is a Clarifications item. Click on it and add up to 25 words or phrases that you can use when creating new ads.

Conditions for displaying clarifications in Yandex.Direct: each qualification should be short - no more than 25 characters with spaces. In total, the line of specifications is designed for 66 characters, so if you want to specify as many different specifications as possible that affect the decision, then make them from 1-2 words maximum.

Clarifications are moderated, like all parts of the ad. If the moderator allows them, then the refiners will be shown in the order you added them to the ad in the bottom line.

Instructions for use:

Step 1. We go to the ad editing page in Yandex Direct. Click Refinements.

Step 2. Add short clarifications to the list. The right column shows the refiners selected for this ad. On the left - all existing ones. To add a clarification from the left column to the right one, you need to click on it. To remove from the right - click on the basket.

This is what an ad looks like with the maximum extension settings on Search in Yandex Direct: , quick links, contact information and clarifications at the very bottom. Looks serious.

How to edit existing campaigns?

If you already have campaigns in Yandex Direct, then there is a fairly simple way to add refiners to several (all) ad groups at once. Through the Yandex Direct interface, add several clarifications to one ad. Download the campaign to Excel. Copy the cells with clarifications to all other groups and upload the campaign back to Yandex.Direct.

For more advanced users, Direct Commander and other Yandex Direct API tools.

UPDATE: How to add clarifications via Yandex Direct Commander.

That's all for me. don't forget to do. And test.

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- it's real.

Good luck with your setup!

10.06.2016 08:56

This spring list additional features Yandex.Direct has expanded, now when you publish advertisements in the first place in a special placement, you can add clarifications to them.

Clarifications are short, up to 25 characters, texts that focus on the features this proposal that distinguish it from similar ones. They will only be visible on desktop screens.

Users of the Yandex search engine will be able to see clarifications at the very bottom of the ads, under the contact details. Clarifications are most effective in combination with other additional options - quick links, a virtual business card. But the number of add-ons that can be used in one ad is limited. So, if an ad for an online store contains information about its rating on Yandex.Market, and all other add-ons are used in it, the clarification will take the place of the rating.

Why clarifications are needed

Refinement is an opportunity to communicate the most important information about a product or service, emphasize their features, the benefits of contacting you, draw attention to special offers, promotions. Specialist studies show that ads with clarifications have a 3% higher click-through rate. The innovation was introduced to increase the attractiveness of the first place in the special placement on Yandex.Direct for customers of contextual advertising and to intensify the fight for this position at the auction.

One successful text can be used in different ads of the same advertising campaign, as well as in different campaigns. You can add several short clarifications to one ad. The advantage of refiners is the ease of adding them, the operation does not require complex settings.

How to add refiners

Refinements can be added immediately when creating ads or later, while editing ads. There are several ways to add them:

through excel files, into which the advertising campaign is first uploaded, and then uploaded back to Yandex.Direct with the changes made;
through the API;
using the multi-editing function in Direct;
via Direct Commander.

How to make clarifications through the Yandex.Direct website?

mark ads to be edited;
select an item in the list of mass changes Clarifications;
click the button at the bottom of the page Run.

This method has a drawback - when working with a large number of ads, the system often slows down and freezes.

Set up refiners for thousands of ads in 5 minutes

You can quickly edit many ads through Direct Commander, but first you have to add a clarification to one ad and wait until it passes moderation.

For this, in the block Add-ons you need to select an item Clarifications , enter text up to 25 characters long with spaces in the field at the bottom of the page and click the button Add to the list . The ad will display the first ads from the list, their total length should not exceed 66 characters. If you need to change the refinement, you will have to delete it and create a new one, they are not editable.

After the added clarifications pass moderation, they can be added through the Commander to all ads of one campaign. For this you need:

go to the Announcements section;
by right-clicking on a column Clarifications display the context menu;
select the item Put clarifications in all ads;
send to server advertising campaign with the changes made.

Achieved the same effect as when using multi-editing, but without freezes. The operation takes no more than 5 minutes.

The refinement function in Yandex Direct appeared relatively recently and is somewhat similar to the extended description in Google Adwords. But many still have questions about why it is necessary to fill out clarifications and what is the use of this.

In this article, we will talk in detail about this small addition to ads in , tell you how to fill out clarifications correctly and how they help in CTR increase and correspondingly .

To understand what Yandex Direct clarifications are, you can enter any request and monitor ads that are shown in special placement, i.e. in the top block.

For example, we enter "septic tank Moscow" and we get this result.

Please note that the ad, which is located on the first line of special placement, has a line with additional information, which is a refinement. Refinements are displayed only for the ad on the first line of special placement.

I think you have already understood why these clarifications are needed. After all, everything is simple, thanks to them your advertisement becomes more informative, takes up more space on the page, and according to Yandex itself, for ads that use .

How to add clarifications in Yandex.Direct yourself?

By the way, this is one of the most convenient features of Yandex.Direct. You can create refiners once and use them for all ads in your company. But let's talk about everything in order.

Under the ad itself, below the display link and sitelinks, click the Add button next to "Clarifications".

A window will open where you can specify refinements for your ads. The length of each clarifier is no more than 25 characters, and the total length is no more than 66. This is very important, because if you exceed this limit, then some clarifiers will be shown, and some will not.

Sometimes in an ad located in special placement 1, you can see several additional entries written in pale gray.

These are Yandex Direct clarifications - short texts in which the advertiser can describe their USP (unique selling proposition) or additional features.

Yandex research shows that refiners increase ad CTR by 3%.

Refinements visually and informationally increase ads. However, they only apply to search ads, not YAN ads. In addition, it should take first place in .

In order for the clarifications in the ad to pass moderation, you should not observe grammatical errors (as elsewhere :) and do not write them in capital letters.

Clarifications can be set using the Yandex interface, campaign upload, and in Direct Commander. Perfect for bulk adding refinements.
To place clarifications, we need a search campaign. Let's select an advertising campaign, for example, "general_search". We select all ad groups at once, since refinements apply to the entire account.

We need to use the third block, which has declarations. Select and press the right mouse button. We see "Clarifications" and click "Edit".

You can create an almost unlimited number of Yandex Direct Refinements and apply them to all campaigns in your account. But for one declaration, everything must fit into 66 characters.

If your clarifications turned out to be long (about 25 characters), then only 2-3 clarifications will be displayed. The best option is to make both short and long clarifications so that you can test them.

To apply the created clarifications to all ads, right-click on the ad that has the clarification, then click "apply clarifications to all ads."

Clarifications in the Yandex Direct interface

In order to set clarifications outside of Direct Commander, you should go to the Yandex Direct server. Go to "edit ad group" and write them there (Picture 6).

However, this will not be so convenient, since you will not be able to simultaneously put down clarifications on all ad groups, despite the fact that they will be saved in the account database.