Do you need Yandex.Direct and Google Adwords ad generators? Selling ads in Direct! Automatic writing of Yandex Direct ads

Hello everyone!

Creating and setting up advertising campaigns (AC) in various contextual advertising systems is a sequence of routine actions that are incredibly exhausting. Therefore, a large number of directologists or people setting up advertising campaigns for themselves sooner or later wonder about automating Yandex.Direct or other systems.

At one time, I was also a lot interested in this issue, but I came to the conclusion that it is impossible to completely automate the creation and management of the Republic of Kazakhstan: you cannot completely trust automatic tools, since the result of their work is often not what is needed. But you can still entrust certain things to programs and online services.

Today I will tell you about two things:

1. Automation of campaign creation;
2. Automation of campaign management.

We automate the creation of a Yandex.Direct account

First, we need to decide what we can trust in programs and online services. So:

1. Creating ad titles;
2. Creating quick links;
3. Placement;
4. Re-backing.

In fact, all of the above operations are the most routine and annoying, but this does not make them less important, so everything will need to be checked and adjusted. I trust all these things only to proven and reliable “helpers”:

• Key Collector(). Query parsing and grouping;
• AdPump. Creation of headings and quick links, installation of UTM tags;
• Excel. Creating campaigns and adjusting ads;
• Direct Commander. Re-minus of phrases.

I don’t use other Yandex Direct automation programs and services in my work; the ones listed above are enough.

If I’ve already written about how to implement it, I’ve never mentioned AdPump yet, so I’ll tell you a little about this wonderful service.

AdPump is a service for Yandex.Direct and Google Adwords

You all probably know about such a wonderful specialist in contextual advertising as Konstantin Gorbunov. Thanks to his YouTube videos ( link to channel), I learned a lot of things and I am very grateful to him. So, he is the creator of a contextual advertising service called AdPump. The service can do the following things:

1. Grouping and generation of keywords;
2. Production of UTM tags, both in bulk and individually;
3. Generation of advertisements;
4. Re-mining of phrases;
5. Budget calculation();
6. Transferring a campaign from Direct to Adwords ();
7. And a few more operations.

I will not give detailed instructions for working with the service, since everything is very clear and clearly described there. It truly makes the life of a PPC specialist easier. I recommend.

Automation of management of the Republic of Kazakhstan Yandex.Direct

After you have created advertising campaigns, configured them and launched them, you need to manage them, or rather manage bids. You can do this either with the help of special bidders (Yandex.Direct bid automation) or manually. Again, I prefer the second option, but the bidders also require special attention.

I’ll be honest right away: in all my practice, I have never used bidders or other contextual advertising automation services. But for the sake of you, my readers, I am ready to sacrifice my principles and will soon try these same services, so wait, a post about this will come out soon.

Well, now let’s talk in more detail about how bidders work. So, the principle of operation is approximately this: in the Yandex.Direct interface, namely on the campaign page, prices per click are indicated in a certain position, in a certain block, the bid manager, taking into account the indicated prices in the interface, sets bids every 10 minutes, ensuring your stay in the desired position. Their main goal is to save money, which is why they are so popular.

However, the following should be considered:

1. Specified at a certain moment, the rate comes into force after 10-30 minutes, which means only one thing: the rate will most likely no longer be relevant, since the cost of a click often changes very quickly;
2. If the campaign works for several regions, then in the Direct interface we see the average value, which means that the bidder’s set rates may be incorrect and we may either not appear in the desired position, or we will show up, but at a very high cost.

What should you do then: use a bid manager or not? All I can say is: test it. If you save at least 10-15% with the automatic bidding system, then definitely use it, otherwise not.

Hello! Today I decided to review one very interesting program - which I constantly use when writing Yandex.Direct ads. The main essence of the program is that it automates the creation of headlines and ad texts for Direct and Google Adwords in literally one click! At the same time, the texts turn out to be unique, written by you, with extended headings or a key in the ad text, with selling appeals, here you can twist it as you please. Just a real combine!

What can AdsGen do?

As you have probably already read the information - I . Therefore, I will list and analyze in detail the most important functions of the program used for Yandex.Direct contextual advertising.

Editing key phrases directly in the AdsGen interface - removing negative keywords and duplicates, adding operators to keys, clearing Wordstat statistics, taking into account special characters and much, much more...

Editing key phrases in ad texts. There are a variety of settings here: mass replacement of words in headlines and ad texts, changing the case of keywords, moving part of the words of a key phrase to the beginning of the text...

Text generation function. You can generate both keywords from given base words and create many variations of ad texts. As a result, our Direct ad generator will create a full-fledged semantic core for an advertising campaign or your website.

Attention! Parsing competitors' texts using specified keywords. We enter the keys and receive competing advertisements for them, which will help us create more attractive offers after studying the information.

Creating lists. There are 4 types of lists:

1. Exact key matching - automatically changes a given list of words to the correct case. For example, where there are keys in ads with city names that begin with a small letter like “Moscow” - when generating ad texts, they will change to “Moscow”.
2. Partial inclusion in the keys is similar to the first option, only it is not necessary to include whole words in the list; instead of “Moscow”, put “Mosk”. AdsGen will change the case of all words starting with “Mosk” - “Moscow region”, etc.
3. Replacement of words - make a list of words using the template “my homeland|I was born in the USSR”; as a result, all ad phrases “my homeland” will automatically become “I was born in the USSR”.
4. Questions - make a list of question words like “how many, how, where...”, AdsGen will automatically put question marks to the keys with such question words.

The cross-backing track feature has recently been added! Now, in one click, you can minus keywords among themselves without taking into account word forms, like going for water)). There is no need, as before, to enter all the keys into Commander or search for special services on the Internet.

You can save finished projects in an Excel file (XLS, XLSX), similar to the Yandex.Direct template file, as well as in a CSV file (key - title - ad text).

I have listed the most important functions of the AdsGen ad generator; there are many others that help speed up the creation of Yandex.Direct advertising significantly.

At the moment, there are 2 versions of the ad generator for Yandex.Direct - Starter and Basic, in the coming days the developer promises to add 2 more versions. Look at the screenshot for the differences between versions in terms of functionality.

AdsGen internals

Let's go through the settings of the Yandex.Direct ad generator. They are very flexible and customizing ad templates to suit your interests will not be difficult. For the convenience of users, the settings are divided into sections (I numbered them in the screenshot).

Generation

Here we can set the number of ads per group, that is, this is an A/B test known to all directologists. When we check the box “in key variations”, on the opposite right, the key phrase matching selection fields are activated, which allows you to add more identical ads (up to 3) to a group with 1 key phrase and ad (up to 3), but with key formatting. These operators are quotation marks, quotes and exclamation marks, and square brackets.

Training video on operators for Yandex.Direct

Ad Templates

As you can see, the templates use macros that automatically insert your texts, headings and key phrases during generation. Here is the complete list and explanation of macros.

a) (keyword) - key phrase macro. Varieties in different registers:

• (Keyword) - the first word with a capital letter.
• (KeyWord) - each word is capitalized.
• (keyword) - everything with a small letter.

b) (sellsupp) - ad text macro. Varieties in different registers:

• (Sellsupp) - the first word is capitalized.
• (SellSupp) - every word is capitalized.
• (sellsupp) - all with a small letter.

c) (key) - ad key phrase macro. Used for ad link.

d) (!?) — Inserting punctuation marks. If the key phrase implies a question, then a question mark will be used instead of a macro, otherwise an exclamation mark. Set in lists.

e) (.?) — Inserting punctuation marks. If the key phrase implies a question, then a question mark will be used instead of a macro, otherwise a period. Set in lists.

When you click on +UTM, a window will open where you just need to specify the link to the site you need and the necessary parameters. When generated, links with utm tags will be included in all advertisements.

Heading

A super feature is the use of an expanded header, which is something I tend to always point out. The program automatically calculates the required length of headings, taking into account the restrictions on the number of characters set by Direct. Some words are transferred to the ad description. If the headers are too long, they will be highlighted in red. Then you can easily edit them manually or with automatic replacement in the texts to the desired length.

You can use the default title. For example, if the title key has more than 33 characters, the default title you specified will be substituted.

Display link

Everything is clear here. Insert the default text that will be used in the link instead of the key if it is specified by a macro in the ad template (2) and exceeds 20 characters. You can also check the box to trim keys if they are longer than the required 20 characters.

Quick links

You create titles and descriptions of quick links, when you click on the plus sign, a window will open to indicate their URLs and there you can also apply utm tags to all links.

Region

Select the desired region for the campaign.

Export ads

Ability to upload up to 1000 ad groups.

Clarifications

Specify specifications for ad groups.

How I create ads in AdsGen

I’ll tell you about my method, which I most often use when generating Direct ads (search advertising). So, open the program and go to settings.

In the main settings I specify it like this.

As you can see, I do not use the key in the description of the ad (see above - macros), it will be enough to use it in the title. With all this, I use, which is many times more effective, attractive and clickable than a regular 33-character headline, as proven by my repeated experiments in Yandex.Direct.

And if you put the key in both the title and description of the ad, as some directologists advise, then imagine the meaning of the ad being shown. It will just turn out to be nonsense, repetition like a parrot’s! And, believe in my experience, the cost of clicks will never decrease due to such an action, but most often it’s the other way around - the ad loses its attractiveness, the CTR falls, and the rates rise. Moreover, with an extended title of 56 characters, using a key in the description is almost impossible, since there will be nowhere to add any selling appeals or similar “goodies” of your products.

At the top, enter your site address, select as in my screenshot and click - apply, the link is ready.

site/?utm_medium=cpc&utm_source=yandex&utm_campaign=(campaign_id)&utm_content=(ad_id)&utm_term=(keyword)&type=(source_type)&block=(position_type)&position=(position)&keyword=(keyword)

This is specifically for Yandex.Direct advertising on search. In the Yandex.Metrica web analytics system, you will see: the name of the campaign, what key was used to reach you, what ad and impression block (as well as the place in this block) they came to you from.

In the settings for quick links, region, etc. I also always fill out everything, but I didn’t take a screenshot here, since it’s all clear and understandable. The only thing is that if you write utm tags for quick links, then in the “campaign content” field put it like this: (ad_id)-bs1 (for the 1st quick link), for others it’s the same (ad_id)-bs2, etc. This is so that in Yandex.Metrica you can see that the transition was from such and such a quick link, and not from the main title of the ad. Which is very convenient and effective for analyzing advertising campaigns.

1. I insert keywords in this field.
2. Here, in theory, you can indicate various selling calls or additives such as “50% discount”, “sale” and the like. In order for the title to be extended (in my case the title is the keyword), such calls are added to the end of the title. But I do it differently, it’s just more convenient and easier for me to visually fall into Direct’s limits on limiting the characters of headings/texts of ads. I immediately write such selling enticements in the ad descriptions (3). So don’t focus on this point just yet (we’ll come back to this later).
3. Here I write various ad texts and, as I wrote above, selling appeals. To make the ad texts as complete as possible (Direct limit is 75 characters), I start writing texts from 73-74 characters (the! sign will be added from the macro) and gradually, by about 3-6 characters, I begin to shorten them and change words, so until 43-45 characters Less is not necessary, since this will be enough for the longest keys in the form of an extended header to fit correctly according to Direct limits. Believe me, everything will turn out great!

As you can see, all texts have been generated. Please note that the same selling additive from the extended header field (2) has been added. But, above, I mentioned that I immediately put such additions in field (3) and I want to see them in the ad texts.

So I go back to the Import tab. And I clear the field (2). You may ask why you didn’t clear it from the very beginning, but the program (in my case and with my settings) requires you to fill out this field the first time, and the second time it goes through as it should without filling it out.

Now I go to the direct tab again. I generate ads again according to our plan and get the result I need.

I most often work using this method, although I also use others, depending on what sites/niches/desires of my clients... You can do it differently, as you have seen, the ad generator for Direct - AdsGen offers the widest possible settings.

Last step. We left-click the touchpad or mouse anywhere on the tab - direct, and in the window that opens, click - save ads. The finished campaign will be downloaded as an XLS template file, which can always be edited if necessary. We upload our template to Yandex.Direct and enjoy excellent and quickly made advertising.

In addition - updated AdsGen

In 2018, the Yandex.Direct interface and its functions changed, and the AdsGen functionality also changed, so watch the video on how to create ads after updating the program.

If you please, say goodbye, see you again! If you have any questions about the AdsGen generator, write in the comments...

Pavel Lomakin

X I would like to say right away that using any one option is not acceptable, since if you approach the process as meticulously as possible, then each of the options is necessary specifically for your product, service or offer.

General rules for all advertisements:

• 1 word = 1 ad
• Extremely relevant to Landing Page
• Starts with a capital letter
• Contains no errors
• Does not contain slang words
• No abstractions (quality, best, low price, etc.)
• Contains a call to action
• Contains (if there are sections of the site, another product or additional services)
• Contains a business card
• Contains
• Check the favicon display settings (Wikipedia) on the site.
• No negativity in ads!

1. “Maximum click-through ad.”

E According to Yandex statistics, this option for writing ads is the most clickable. Let's call it “Maximum clickability”. It is known that if you use a keyword when writing an ad, it will appear in bold. If we put a keyword in both the title and text of the ad, we make it as noticeable as possible. If you put a keyword in the title and beginning of the ad text, this increases the CTR of the ad by another 10%.

IN If an ad is in the first place of a special placement, it can give the following CTR:

H To further enhance the effect, according to Yandex statistics, it is recommended to use Magnet Words from the list:

I I am opposed to the use of such magnet words, since they contradict one of the general rules of writing advertisements - “Do not use abstractions” and if you ignore this, then at least add numbers to them to specify the result. But the worst thing about them is that they mainly attract an audience of freeloaders and dumpers.

2. Ads based on the ODC principle (Offer - Deadline - Call to Action)

ODC— Proposal — time limit for making a decision — Call to action!

TO As a rule, in such advertisements the title is the keyword. But not necessarily.

WITH I’ll just say an example typical of the ODC model in context, since most people do not understand it entirely correctly and by offer they mean some kind of discount or promotion. In fact, the offer must contain a benefit or result. Having seen such an offer, a person should feel an irresistible desire to buy it from you, and if there is still a deadline for the offer, then the user simply cannot help but click on it. This scheme is also called the “Inevitable Sale Model” in marketing. In general, creating an ad using this scheme is quite a difficult task and depends primarily on a great product. I noticed that the ODC model is well suited for online stores of goods and indicating prices has its advantages, since it works similarly to Y.Market.

IN In general, we will talk more about the ideal offer in upcoming articles.

3. AIDA Announcements

• A - Attention
• I - Interest
• D - Desire (desire)
• A - Action

E then a kind of hybrid very similar to the ODC principle, but including elements of GDP, which I talk about below.

4. Maximum results

N Let's call them an announcement-result! Quite a rare occurrence due to the fact that you essentially give guarantees, not abstractions like if you don’t like it, we’ll return your money, but guarantees based on benefits. That is, instead of writing in the ad a 100% guarantee of results, write the result itself.

TO For example, you have clients who urgently need to receive a service or product. So write the result expressed in terms.

IN In these examples, the result is the pizza delivery time. But there is one big drawback in the presented advertisements: the result is blurred among the text and other numbers. That is, I would write something like this:

Hot pizza in 60 minutes!

Hot pizza in 60 minutes anywhere in Moscow or your money back!

AND You already clearly understand that if you are too lazy to go to the pizzeria and are ready to wait a little, then this offer is for you! This technique can be used by campaigns advertising their services in a certain area of ​​a large city in the case of quick sales, or, for example, used as delivery of goods throughout Russia, especially if you remember our Post and have its own logistics))) But not only. In most niches there are conscript clients and this service can be offered for them.

E then only one of the ad options based on a guaranteed result. That is, you need to think carefully about who your client is and what he needs and give it to him. Very similar to ODC, but the execution is different, in my opinion, for the better.

5. Announcements based on the GDPR principle

GDP- has two options: BENEFIT + BENEFIT + CALL, or QUESTION + BENEFIT + CALL

ABOUT It’s very similar to the principle Announcement = result, but the ability to interact with the client is added. I really like this option as it is universal for almost any niche and product.

IN Why is this interactive? The user enters a request, you ask him a question, and if the decision is positive, he clicks on the ad, and you also give him a hint for action on his part - in this case, the call sounds like choose online, but there are a great many call options. The only thing I personally recommend is to avoid such calls as: Click! or Press! and especially in the title. The user is a rather inert creature and can do this without delving into the essence of the proposal, thereby draining your budget. According to Yandex statistics, such calls add some percentage to the CTR, but the traffic will be very dirty. The call must be imperative, but leaving some freedom for the user.

E This method is usually used for Teaser networks, but no one prevents them from being used in contextual advertising. The point is that the ad is somehow understated or that it arouses curiosity. Unfortunately, I don’t have any examples, I found some similarity from one bank (not advertising)))

IN In general, you can experiment.

7. Announcements for YAN or KMS

TO All of the above can be attributed to such advertisements, but I would like to place them in a separate segment. The interaction between a user and an ad in YAN or Display Network occurs in a different way than in search, since at the moment when the user sees an ad, he is not looking for a service, but is viewing content completely different from the request. There is no point in using the entire key in the declaration and title. It is necessary that the entire text of the ad tells about the uniqueness of your offer, but at the same time the client must understand that we are talking about what he needs. For such purposes, all the options listed above except the first are suitable. The ad that will work best is one that is entirely based on the well-thought-out contextual advertising marketing I talked about.

E These 7 methods that I use constantly in my practice, I hope will help you bring good quality leads and clients into your business. Use it and share your opinion in the comments.

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Hello everyone!

Of course, such services will not do all the work for you, but they will help you save a lot of time. Let me give you an example from my practice:

When I was still completely new to the field of contextual advertising, for me using Excel to create advertising campaigns seemed unattainable and it took about five hours to create one advertising campaign, since I worked in the interface.

It seemed to me that working in this program was very difficult. However, after I learned the basics of creating a campaign in an XLS template, it took less time to create a campaign campaign: for one campaign with several hundred keys it takes about 2 - 3 hours.

Then, when I threw away all the principles (yes, there were also principles about using other people’s services in work, yay) and started using various generators, including Adpump, the time decreased to 30-40 minutes for several hundred phrases. Most of the time is now spent on making advertisements readable. That's it, gentlemen!

It is not difficult to use these services; the main thing is to prepare Google Adwords accordingly. Actually, this takes a huge amount of time, and after that you insert the “keys” into the necessary fields of the generator:

I think that now you will start using Yandex Direct and Google Adwords ad generators in your work.

P.S

Dear readers, recently on the topic of contextual advertising, it seems to me that lessons have begun to come out not of the same quality as they were before. Therefore, I ask your forgiveness for this.

Next week I will tell you in detail about how to set up dynamic remarketing in Google Adwords, and in general, all subsequent lessons on CD will be devoted to the “foreign” system.

See you soon!