Things to keep in mind when creating a mobile ad campaign

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Ads intended to be displayed only in Yandex mobile search results have several typical features:

In total, three such ads are shown: one in guaranteed impressions and two others in special placement. On regular PCs there are more of them, usually seven or eight.

They contain shorter text, as long phrases would be inconvenient to read on a phone.

They can contain up to four quick links, but gmx email list it is advisable to fit each of them on one line and also follow the principle “the shorter, the better.”

Images for display in YAN have different sizes.

An ad with a virtual business card contains a pictogram with a handset, clicking on which starts a call from the device. Very convenient: you can call without leaving the Yandex mobile search.

You cannot change the type of existing ads to mobile if the campaign has been launched. You will have to create new ones.

When an ad group contains only desktop ads, Yandex displays them on all types of devices, which can cause problems.

A group containing ads of both types is ranked more correctly.

If only desktop ads are created in an ad group, Yandex will show them on both mobile devices and computers. This is an incorrect approach, which means lower campaign conversion rates (if all other conditions are met).

Semantic differences between mobile and desktop advertising
Regular and mobile ads have different semantic cores because:

mobile queries are shorter and usually without long tails;

People formulate them more dryly and logically, without emotion, simply describing the essence of the product or service.

Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how
The method of selecting keywords for advertising in Yandex mobile search results is the same as usual. WordStat will help you.

General conclusions
Text and graphic ads for mobile devices are added in the usual way. If they are in the group, Yandex will display them in its mobile search results, and the rest - on wide monitors.

Quick links may simply not fit on a small phone screen! That's why the handset icon is used to make a call.

Either make the site adaptive from the very beginning, or, if this has not been done, develop a separate version specifically for portable devices. Otherwise, it is better to cut the budget for mobile advertising, otherwise it will be wasted.

For expensive, elite goods, mobile advertising is not practical: the conversion rate in this category of goods is very low. The owners of inconvenient, unattractive mobile versions of sites will also have disappointing results. But for those who sell cheap products that are bought without unnecessary thought, attracting traffic through contextual advertising from Yandex mobile search results will be the best solution.

Attracting traffic through contextual advertising from Yandex mobile search results

Marketers working with advertising in Yandex mobile search results come to contradictory conclusions. Some of them are confident in the effectiveness of mobile ads and actively use them. Others argue that ads for mobile should be composed differently than for desktops in order to be effective. Still others go even further and collect a separate semantic core for mobile advertising. And still others simply insert the same text into ads of both formats or do not care about the mobile segment at all.

Therefore, the best strategy is to clearly define your goals and test different options, evaluating conversion and CTR. You can create a special campaign for this or test your hypotheses on some separate groups of existing campaigns.

If you don't see any noticeable improvements, more than a fraction of a percent, then it's not worth it. But if you see clear changes in your advertising return, you're on the right track.