How to use the function of substituting part of the text in the Yandex.Direct title

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The service is active only for search advertising. It is very effective, because headlines are read more often than the main text of the ad. With its help, you can significantly increase the CTR.

The function is used to:

supplement the product description with important details that could influence the purchasing decision;

duplicate the request in the title to las vegas email list increase the emphasis on it;

enter the name of a company or brand if there weren't enough characters to do so before;

construct original word constructions that exceed 33 characters.

There are many options for use, and the funniest thing is that not all advertisers resort to this service.

How to use the function of substituting part of the text in the Yandex.Direct title

Source: OlyaOK/ shutterstock.com

Let's take a closer look at the options for substituting a title in Yandex.Direct. Let's assume that when creating an ad, the advertiser used:

additional heading;

substitution of part of the text;

substitution of the key phrase into the title (#Keyword#).

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First of all, Yandex.Direct shows ads that have an additional title. If the substituted key phrase is too long and because of this the second title is not displayed, then the first part of the ad will be added to the main title. If in this case the character limit is exceeded, then the system will try to substitute the site domain to the title.

When working with dynamic headings in Yandex.Direct, it is worth paying attention to the following points:

Because there are multiple substitution options, ads are almost always shown with expanded headlines. However, you need to make sure that the message is readable and consistent with any substitution option, otherwise the effectiveness of the advertising campaign will suffer greatly.

It is better to track how the ad will look in fact using the PC version: it has more layout features. All manipulations can be carried out in the Yandex.Direct interface.

Capital letters are usually wider than lowercase letters, so when composing headings, you need to remember not only the number of characters, but also their overall width. If you don't take this parameter into account, you can exceed the limit even with a small number of characters.

It is allowed to use 15 symbols (for example, punctuation marks) simultaneously in the text and in the headings of the ad. However, the symbols will not affect the total number of symbols, i.e. they will not be counted.

Opposite the text "Disable substitution of partial text in the title" there is a question mark. If you click on it, the following text appears: "A long title makes the ad more informative and attractive and, according to our data, increases its clickability."