Increased smartphone use worldwide has impacted how users access the Internet and utilize their phones to solve everyday needs and problems. In conjunction with the rise of smartphone Internet use, advertisers have also learned to target mobile users. In Russia, mobile Internet users have become the majority on the Russian Internet. In response to this rise, Yandex, Russia’s leading search engine, has recently made adjustments to their PPC ad platform, Yandex.Direct, to better provide for advertisers and users alike.
Russians are adapting their search strategies thanks to increased smartphone use. When choosing goods and services, people turn to their mobile devices to get a range of information from the address of a business, reviews on goods, or more information about a radio or TV ad they saw. Its common for users to simultaneously search on several devices. A user may find some information on a mobile device and continue to search for more details on their desktop. Data on the Yandex main page daily audience in February 2015 shows that 25% of desktop visitors also visited the mobile version. Meanwhile, 68% of mobile users also visited the desktop search page.
Two months ago Yandex.Direct announced a new feature for mobile device targeting. Yandex advertisers can specify mobile targeting by adjusting their bid ratio for mobile or desktop impressions. Mobile traffic can then be tracked and analyzed through Report Wizard. This feature proved useful to serve ads to users on mobile devices and potentially adjust mobile targeting.
Yandex took it a step further and now offers a mobile specific ad option. In the Yandex.Direct interface, advertisers can now select “mobile ad.” Specific ad text, separate landing pages, different illustrations, and quick links can then be adjusted for the Yandex direct mobile ads.
Ad groups should include both mobile and desktop ads. Yandex.Direct will then distribute the traffic to mobile and regular ads according to the impressions bid ratio. Mobile ads will be displayed on mobile phones and regular ads will appear on all other devices.
An advertiser needs to include both ad types in their campaign because the Yandex.Direct device targeting options do not allow advertisers to completely disable impressions to one type of device. If an advertiser only creates mobile ads in the ad group, the ads will also appear on other devices and click-throughs from desktop computers will also determine the price for ad positions.
Similarly, if the ad group doesn’t contain mobile ads, “regular ads” will be displayed on mobile devices. The same strategies and ranking rules are applicable to both mobile ads and desktop ads. However, when the position of a mobile ad is selected, the CTR on mobile devices is what is taken into account.
Once an advertiser creates a mobile ad, the interface generates a preview of ads so users can view what their mobile ad will look like. The following shows what ads look like in the Yandex mobile search results. Two ads appear in the premium placement block and one ad appears in the guaranteed placement block.
Depending on the settings of a given ad platform in YAN (Yandex Advertising Network), quick links and images can be added to ads that will display on Yandex partner and third party sites.
Additionally, advertisers can fill out a vCard with contact information so a mobile icon appears in their ad and users can select it to quickly get in contact with a given business. This feature, similar to an ad extension, is highly recommended to improve mobile user experience.
Mobile ads can be created and edited in the Yandex.Direct interface in addition to Commander, API, and via bulk export and import in xls or csv format.