Second headline in Yandex.Direct
Posted: Wed Jan 29, 2025 9:17 am
Sometimes advertisers don't have enough characters in their ad to tell about their offer. The second heading in Yandex.Direct is just for such cases. It is also called additional. The function appeared in August 2017.
Second headline in Yandex.Direct
Source: garagestock/ shutterstock.com
What is the second heading for:
It increases the ad size.
You can add additional information. This merchant cash advance email marketing increases clickability and the chances of attracting consumers.
The font of the additional and main headings is the same. The additional heading is larger than the text.
In Yandex, ad words that match the user's query are highlighted in bold, which also increases clickability.
According to statistics, using an additional title increases CTR by 5% on PCs and by 10% on tablets and mobile devices.
The second title is displayed immediately after the main one, separated by a dash. If it is missing or does not fit the number of characters, then the site URL or the beginning of the text will be shown instead, separated by a slash.
Read also!
"How to Write a Headline: 10 Questions + 9 Methods + 6 Formulas"
Read more
The additional title is filled in the ads. To do this, go to the advertising campaign, select a group and click "Edit ads" or "Edit group".
Next, fill in the fields “Header 2” in the old interface or “Additional Header” in the new interface.
The number of characters in titles in Yandex.Direct is as follows:
Heading 1 - 35 characters.
Heading 2 - 30 characters.
Text - 81 characters.
Heading 1 in Yandex.Direct and the text are required to be filled in, heading 2 is not. However, it is better to enter information in all fields, making sure that it is relevant and organic. You do not need to write just to fill in all the fields as much as possible.
Don't forget that the space is counted as a character. Some characters in the title in Yandex.Direct do not reduce the field. Let's list them: quotation marks, comma, semicolon, colon, period, exclamation mark. They can be used in the ad up to 15 pieces without reducing the field.
The remaining characters reduce the length of the title in Yandex.Direct.
If the ad is overloaded with punctuation marks, the system will not allow it.
Second headline in Yandex.Direct
Source: garagestock/ shutterstock.com
What is the second heading for:
It increases the ad size.
You can add additional information. This merchant cash advance email marketing increases clickability and the chances of attracting consumers.
The font of the additional and main headings is the same. The additional heading is larger than the text.
In Yandex, ad words that match the user's query are highlighted in bold, which also increases clickability.
According to statistics, using an additional title increases CTR by 5% on PCs and by 10% on tablets and mobile devices.
The second title is displayed immediately after the main one, separated by a dash. If it is missing or does not fit the number of characters, then the site URL or the beginning of the text will be shown instead, separated by a slash.
Read also!
"How to Write a Headline: 10 Questions + 9 Methods + 6 Formulas"
Read more
The additional title is filled in the ads. To do this, go to the advertising campaign, select a group and click "Edit ads" or "Edit group".
Next, fill in the fields “Header 2” in the old interface or “Additional Header” in the new interface.
The number of characters in titles in Yandex.Direct is as follows:
Heading 1 - 35 characters.
Heading 2 - 30 characters.
Text - 81 characters.
Heading 1 in Yandex.Direct and the text are required to be filled in, heading 2 is not. However, it is better to enter information in all fields, making sure that it is relevant and organic. You do not need to write just to fill in all the fields as much as possible.
Don't forget that the space is counted as a character. Some characters in the title in Yandex.Direct do not reduce the field. Let's list them: quotation marks, comma, semicolon, colon, period, exclamation mark. They can be used in the ad up to 15 pieces without reducing the field.
The remaining characters reduce the length of the title in Yandex.Direct.
If the ad is overloaded with punctuation marks, the system will not allow it.