Advertising in mobile search results (Yandex.Direct nuances)

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Distinctive features of contextual advertising for mobile devices
Ads included in Yandex mobile search results typically have a conversion rate that is approximately 40–50% higher than desktop ads. Users visiting from portable devices are probably less tired of advertising.

If the text or image is too intrusive gmx email list and provocative, the user will regard it as aggression, a violation of his boundaries. Choose more restrained wording and images.

An active call to action (for example, a call button) is absolutely necessary. Without it, advertising in Yandex mobile search results is completely meaningless.

Advertising in mobile search results

Source: fornStudio / shutterstock.com

But is it advisable to split the campaign into two formats? After all, ads shown on PCs will be shown to smartphone owners in exactly the same way?

The Importance of Separating Desktop and Mobile Advertising
Deep differences in user behavior with different types of devices. The psychology of behavior in the mobile segment is very different from other situations: people looking for information from their phone need more capacious, precise and concise answers, and as quickly as possible.

When ranking advertisers in mobile, Yandex values ​​mobile ads higher.

An ad adapted to the mobile segment shows a completely different conversion than an unadapted one.

It is best to add both ad options to the group. Then the traffic will be distributed according to the user's device type, and they will see mobile ads in Yandex mobile search results from a smartphone, and the rest - on a PC or widescreen tablet. By the way, this makes it easier to manage rates: in contextual ads for portable devices, they can be changed in the range from -50 to +1200%.

Phones are on average much narrower than monitors, so regular, non-adapted ads can be displayed very poorly. Images in YAN are a separate headache for advertisers.