Yandex.Direct has learned how to create dynamic ads from feeds.

Dynamic Direct ads can now be created on the basis of YML files with product data. This approach allows you to include more information in your ads and makes it easier to select advertised products. We will tell you about the new tool and give tips for advertisers on how to use it.

Previously, dynamic ads in Direct were generated on the basis of information about goods placed on the advertiser's website. Now such ads can be created using feeds - YML files with data about goods and services.

"Direct will analyse the content of the file and automatically generate dynamic ads with product offers for display on Yandex search and partner search sites," explains Yandex's advertising technology blog.

Ads can be generated both for all products included in the feed and for specific groups. To select products from the feed, advertisers need to set filters on the ad group page. Products can be filtered by category, manufacturer, price range and other parameters. Advertisers can add up to 50 selection conditions.

Fids allow you to send to Direct information about the product that the service is not able to extract from the site pages. For example, a feed with data about hoovers can contain data about the presence of an aquafilter, low noise level and other characteristics of this or that model. "Such details will help the Direct system to select more combinations of effective keywords," Yandex emphasises.

Dynamic Ads" campaigns were launched in Yandex.Direct at the end of 2015. With their help, advertisers placing a large number of similar adverts can automate the creation of the latter. At the moment, campaigns of this type are working in open beta testing mode.

Olga Kril, i-Media's director of contextual advertising,
"It's just a holiday: Yandex announces new products almost every day! Dynamic ads in Yandex.Direct appeared relatively recently and are still in open beta testing. The new features of the tool will certainly be pleasant news for advertisers and agencies.

Why it's important:

1. Yandex's tool takes on tasks for which third-party paid products are used today. For example, contextual advertising automation systems have ad generators that allow you to select keywords and create ads based on feed data. This feature is especially useful for online shops that have a lot of products with changing information about prices, availability, and so on. Of course, contextual advertising specialists will have to test the available free and paid tools for generating ads and compare the results.
2. Unified data feed - for different ad formats / tools. YML feed was used for placement in Yandex.Market and creation of smart banners, now it is suitable for forming dynamic adverts as well.
3. Perhaps the new option will make it possible to receive from Yandex Dynamic Ads a volume of traffic comparable to DSA (Dynamic Search Ads in Google AdWords). Judging by the results of the work of both tools for our clients, DSA brought more traffic in those topics for which the Yandex tool is now able to work. We expect that with the appearance of the new option in Yandex dynamic ads, advertisers will be able to significantly expand their semantic core.
4. The new "feature" of dynamic adverts in Yandex.Direct will help contextual advertising specialists at the stage of an emergency launch of campaigns. It will save time on selecting keywords "from scratch" in an emergency mode, and then it will be possible to concentrate on "licking" the semantic core.

And, of course, we are waiting for the expansion of the range of topics for which it will be possible to run dynamic ads based on YML-feed.

Some tips for advertisers ready to try the novelty:

• Use correction factors for target audiences and for mobile devices.
• Add extensions to your ad templates.
• Make sure to use the "Goods in stock" and "Price range" filters.
• Don't leave the semantics selection entirely to a dynamic ad service. Be sure to look at reports on search queries and add them as keywords in your manual advertising campaigns.
• It is not necessary to set deliberately higher bids than regular campaigns (as is usually done in Google AdWords), so that the ads from the Dynamic Ads RC win the auction. By default, the tool works as an addition to regular ads (see Yandex help). At the moment, we recommend treating the tool as an assistant in expanding semantics or as a wand in case of an emergency project launch".

(Source Internet advertising agency i-Media)