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Сколько дров пришлось наломать, пока я не понял, как создавать крутые объявления в Директе. Я провел сотни экспериментов: использовал банальные советы из сети, придумывал ноу-хау или писал заголовки на основе глубокого анализа бизнеса. Все секреты оказались простыми. Расскажу о тех шести, которые помогут вам создать привлекательное объявление. Время чтения – 5 минут.
Ключевые слова – чем еще полезны в Директе
Объявление с ключевыми словами в заголовке пользователь воспринимает лучше. Дело в психологии: мы всегда ищем подобное и настроены на него – поэтому, когда мысль в голове (запрос) созвучна, вероятность, что пользователь нажмет объявление повышается. Также в Яндексе ключевые слова подсвечиваются: на фоне запросов конкурентов, ваш заголовок будет смотреться солидней.
Описание и быстрые ссылки – экономия времени пользователя
В Директе есть возможность использовать расширенное описание для быстрых ссылок – обязательно заполняйте их в навигационных запросах.
Что это дает:
- Снижается вероятность воровства лояльной аудитории. Обычно конкуренты показывают объявления по вашим навигационным запросам – с быстрыми ссылками сделать это не получится.
- Объявление в выдаче становится максимально большим.
Пользователи видят объявления при условиях:
- вы добавили 4 быстрые ссылки;
- выполнили условия входа в первое спецразмещение;
- пользователь знает о вас и ищет конкретно вашу компанию.
Пунктуация и заглавные символы, как индивидуальный стиль
Многие не заморачиваются с тем, чтобы делать объявления красивыми. Используйте, где это уместно, чтобы выделиться.
Закрываем все вопросы пользователя – время работы
Чем больше вопросов вы закрываете в объявлении, тем оно привлекательней. Еще один полезный способ сделать это – указать время работы.
Второй заголовок для увеличения CTR
Яндекс предлагает писать ещё один заголовок вместо подстановки части текста в первый. Второй заголовок не забирает из текста символы, а, наоборот, дает лишние. Благодаря его использованию можно увеличить CTR до 10%. Общий заголовок равен 52 символам.
Если вы не разобрались, как это работает, обращайтесь – поможем создать привлекательное объявление.
Лайфхак: чтобы сделать заголовок длиннее на символ, подставьте в него часть текста. Сам текст станет короче.
Рейтинг на Яндекс-Маркете – вызываем доверие
Совет актуален для интернет-магазинов, размещающихся на Яндекс. Маркете. Установите флажок «Показывать рейтинг в местах размещения» в параметрах размещения. После этого в объявлении отобразится рейтинг ИМ – размер объявления увеличится.
Пробуйте, экспериментируйте, внедряйте – только опытным путем вы добьетесь максимального результата от рекламной кампании в Директе. Если вы хотите сохранить время и нервы, пишите нам – оптимизируем вашу РК и увеличим продажи.
