Title and text

A compelling title and text will help you attract users and improve the CTR of your ads. The title should let users know that they have found exactly what they were looking for. Describe your product or service in detail so that users want to choose your offer over others. Keep in mind that your title and text must meet moderation requirements.

You can add a title and text to Text & Image ads in unified performance campaigns as well as in the Campaign Wizard. Alternatively, you can generate them using our neural network: Yandex Direct will suggest unique texts based on the advertised page and information about your business, which you can then edit as needed.

The text in the ad must not exceed the limits:

• title — 56 characters (including spaces and punctuation marks), maximum 22 characters per word

• additional title — 30 characters and 15 punctuation marks, maximum 22 characters per word (in some cases, ads may be displayed without the additional title)

• ad text — 81 characters and 15 punctuation marks, maximum 22 characters per word (the ad text may be cut off depending on the display location).

Learn more about restrictions for ads for mobile apps.

Recommendations for creating effective titles and texts

Write about your product's advantages

Tell the user why they should choose your offer over others. Point out specific advantages: discounts, offers, delivery options, guarantees, and other benefits. Your company name will draw attention if your brand is famous. It's important to provide accurate information in your ads that can be confirmed on your site. Users will leave your site if they can't find what they're looking for immediately.

Add a call to action

Try to encourage the user to take action. Your call should be simple and not obligate the user to do anything. Complicated calls to action that require the user to expend a lot of effort will not prove effective. You can use exclamation or question marks, but only sparingly. For example:

Use keywords

Add keywords to your ad's title and text. The keywords and their synonyms will be shown in bold in ads. This will help you attract the attention of users and get a better response to your ads. Keywords are in bold on both Yandex search and the ad networks.

Extend your title

To give users more information about your offer, include an additional title. The additional title is not always displayed, so make sure that the ad does not lose meaning and coherence without it.

Depending on the platform, ad settings, and the SERP layout for a specific user, you can also insert other ad elements (callouts, region) into the ad title.

Experiment with ads — you can only figure out which ads work better if you try them out.

Questions?

 

The ratio of the number of clicks on an ad to the number of its impressions, expressed as a percentage. It is an indicator of ad performance.