This format was launched by Yandex at the end of 2017. Traffic in this type of ad was twice as high, and conversion rates were maintained.
How do smart ads work? Let's say there is a standard 240x400 pixel block for advertising on the YAN platform (Yandex.Mail, etc.). A smart banner — a branded creative — must win it entirely to be shown, and this is expensive.
If such a block is not selected for banners, but smart ads, then only a third of it can be bought, and the rest of the space will go to other advertisers. Of course, this is more direct moving leads email list
profitable. Such ads expand the reach and increase traffic to the site, so marketers recommend using them.
Benefits of Smart Ads:
In the campaign, they account for about 80% of all traffic.
Conversion costs are about the same as for smart banners.
Retargeting is an offer.
Thousands of ads are generated automatically.
To start working with this format, you need to have an account in Yandex.Metrica and an installed counter. The “Report Wizard” now has a “Formats” section with two possible options:
Smart banner (regular Yandex.Direct smart banner with creative).
Smart ad (a new type of ad that takes up only part of the ad unit).
Look at the statistics, analyze your situation and make a decision.
Additional features:
Enabling and disabling smart ads in the usual way in the “Ad groups” pop-up. This section in the list of formats is called adaptive (since the ad adapts to the size of the block). But it is better not to disable them, but to adjust them.
New way to adjust for a group or the entire campaign: you can set 80–1200%.
Now you can create a campaign.
Create a campaign with smart banners
It differs from a regular campaign:
The Yandex.Metrica counter must be installed.
Smart ad bids can be adjusted.
There are differences in strategies.
Regarding the last point, there are three automatic strategies for smart format advertising:
Optimize the number of clicks.
Get the maximum number of clicks at a set average cost.
Set the average price for a filter or the entire campaign.
In any case, you can limit your weekly budget and maximum cost per click.
Optimize the number of clicks: Direct already has a similar strategy, which sets an average price per click, maintained for a week. But in this case, the bid can be set for the entire campaign or for each filter.
Let's look at an example. Let's say your bid for a campaign is 30 rubles. It has three filters with bids of 15, 20, 40 rubles. The system will try to maintain these values for each filter, but in such a way as to maintain the overall value for the campaign.