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Для автоматического создания схожих объявлений у Яндекс Директ имеется специальный инструмент – шаблоны. Особенную актуальность этот функционал получил после введения статуса «мало показов», который существенно снижает вероятность показа рекламных объявлений по супер НЧ запросам.
Для чего используются шаблоны
Главное назначение шаблонов – это сокращение объема кампаний и всего аккаунта при сохранении качества объявления и создания уникального объявления под каждый запрос. Чаще всего шаблоны используют компании с большим ассортиментом продукции, различные интернет-магазины и сайты с каталогами.
Представьте, что у вас интернет-магазин обуви с огромным ассортиментом, и вы используете запросы вида «Туфли Loriblu белого цвета», «Туфли Loriblu серого цвета», «Туфли Loriblu черного цвета». При использовании шаблонов имеется возможность заменить текст запроса в рамках одной группы объявлений в заголовках, тексте объявления, отображаемой ссылке, реже используется подмена в основной ссылке на сайт.
При создании шаблонных объявлений стоит помнить, что алгоритм будет срабатывать только при условии, что если будет превышено максимальное количество символов, вместо ключевой фразы система использует фразу по умолчанию (если она задана в настройках).
Создаем объявления с шаблонами в Яндекс Директ
При настройке объявления с шаблонами Яндекс Директ необходимо решить – где будет использоваться подмена, и ограничить фразу символом #.
Чтобы объявление всегда было осмысленным, необходимо указывать фразу по умолчанию, #туфли Loriblu#. Также внимательно подбирайте ключевые фразы, чтобы при подмене текст оставался грамматически правильным и не противоречил требованиям модерации Яндекс Директ.
После добавления шаблона в объявление, фраза, ограниченная символом # будет выделена курсивом, что позволит быстро понять – используется ли в объявлении подмена. Кроме этого, в интерфейсе Директа ссылку с шаблоном в объявлении система помечает символом 
.
- Пробелы в ключевых фразах заменяются символами %20, при подмене адреса в ссылке.
- Кириллица автоматически кодируется в UTF-8. Проверьте ответ сервера у создаваемых шаблоном страниц.
- Использование шаблона в быстрых ссылках не предусмотрено.
- При подмене слова используется в том же регистре – если слово написано с большой буквы, в объявлении оно будет выводиться с большой буквы, если с маленькой – то с маленькой.
Шаблоны в объявлениях Яндекс Директ дают возможность сэкономить время на настройке кампаний с тысячами однотипных фраз без потери качества.
Используйте все возможности Яндекс Директ, это позволит максимально увеличить эффективность рекламы.
