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Program for automatic creation of direct ads. Ad generation module. General rules for all ads

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 titles and ad texts for Yandex.Direct and Google Adwords Literally in one click! At the same time, the texts are unique, written by you, with extended headings or a key in the ad text, with selling calls, you can twist it as you like. Just a real harvester!

What can AdsGen do?

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

Editing key phrases right in the AdsGen interface - removing negative keywords and duplicates, adding operators to keywords, clearing Wordstat statistics, accounting for special characters, and much more...

Editing key phrases in ad texts. There are a variety of settings here: bulk replacement of words in titles 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 texts of competitors for given keywords. We drive in the keys and get competing ads for them, which will help us make more attractive offers after studying the information.

Creating lists. There are 4 types of lists:

Exact occurrence in keys - automatic change of a given list of words to the correct case. For example, where there are keys in ads with city names that start with a small letter like “Moscow” - when generating ad texts, they will change to “Moscow”.
Partial entry into the keys - similar to the first option, but it is not necessary to include whole words in the list, instead of "Moscow" - put "Moscow". AdsGen will change the case of all words starting with "Moscow" - "Moscow region", etc.
Word substitution - make a list of words according to the template type "my homeland | I was born in the USSR", as a result, all the phrases of the ads "my homeland" will automatically become "I was born in the USSR".
Questions - make a list of question words like "how much, how, where ...", AdsGen will automatically put question marks to the keys with such question words.

Recently added the function of cross-backing track! Now, in one click, re-minus the keywords among themselves without taking into account word forms how to go for water)). There is no need, as before, to drive all the keys into the Commander or look for special services on the Internet.

Save finished projects it is possible to an Excel file (XLS, XLSX), similar to the Yandex.Direct template file, as well as to 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 to significantly speed up the creation of Yandex.Direct ads.

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 differences between versions by functionality.

Internals of AdsGen

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 a well-known A / B test by all directors. When we check the “in key variations” checkbox, on the opposite side, the fields for selecting the matching key phrases are activated, which allows adding the same identical ads (up to 3) to the group with 1 key phrase and ad (up to 3), but with key formatting. These are operators - quotation marks, quotation marks and an exclamation point, square brackets.

Training video on operators for Yandex.Direct

Ad Templates

As you can see, the templates use macros that automatically substitute your texts, headings and key phrases during generation. Here full list and decoding macros.

a) (keyword) - key phrase macro. Varieties in different register:
(Keyword) - the first word is capitalized.
(KeyWord) - capitalize each word.
(keyword) - all with a small letter.

b) (sellsupp) — ad text macro. Varieties in different register:
(Sellsupp) - the first word is capitalized.
(SellSupp) - capitalize each word.
(sellsupp) - all with a small letter.

c) (key) — macro of the ad key phrase. Used for ad link.
d) (!?) - Insert punctuation marks. If the passphrase implies a question, then a question mark will be used instead of the macro, otherwise an exclamation point. Specified in lists.
e) (.?) - Insert punctuation marks. If the passphrase implies a question, then a question mark will be used instead of the macro, otherwise a period. Specified 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 generating links with utm tags, they will be placed in all ads.

header

The super feature is the use of an expanded header, which I usually always note. The program automatically calculates the required length of headings, taking into account the character limits set by Yandex.Direct. Some of the words are transferred to the ad description. If the length of the headers is exceeded, they will be highlighted in red. Then you can easily manually or with automatic replacement in the texts edit them 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 for it.

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

Compose headings and descriptions of quick links, when you click on the plus sign, a window will open for specifying their url-addresses and there is also an opportunity to 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 refiners for ad groups.

How do I create ads in AdsGen

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

In the main settings, I specify like this.

As you can see, I don't use the key in the ad description (see macros above), 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, proved by my repeated experiments in Yandex.Direct.

And if you put the key in both the title and the description of the ad, as some directologists advise, then imagine the meaning of the ad shown. It will turn out just nonsense, repetition like a parrot! And, believe my experience, CPCs will never decrease due to such an action, but more often than not, the ad loses its attractiveness, CTR drops, bids go up. Moreover, with an extended title of 56 characters, using the key in the description is almost impossible, since there will be nowhere to add any selling calls 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 advertising Yandex.Direct on the search. In the Yandex.Metrica web analytics system, you will see: the name of the campaign, what key you were referred to, from which ad and display block (as well as the place in this block) you were visited.

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

Enter keywords in this field.
Here, in theory, you can specify various selling calls or supplements such as "50% discount", "sale" and the like. So that with an extended title (in my case, the title is a keyword), such calls are added to the end of the title. But I do it differently, it’s just that it’s more convenient and easier for me to visually get into Yandex.Direct’s limits for limiting the characters of titles/ad texts. I immediately write such selling enticements in the ad descriptions (3). So do not focus on this point yet (we will return here).
Here I write different texts of ads and, as I wrote above, selling appeals. To make the ad texts as full 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 start shortening them and changing words, so up to 43-45 char. Less is not necessary, since this will be enough for the longest keys in the form of an extended header to stand up correctly according to Yandex.Direct limits. Believe me - everything will turn out great!

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

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

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

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

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

In addition - updated AdsGen

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

On sim, if you please, bow, until we meet again! There will be questions about the AdsGen generator - write in the comments ...

Video tutorial on the ad generation module

Based on a regularly updated XML upload of Alytics product offers for Yandex.Direct and Google AdWords, it can:

Generate ads for each product card;
Turn off ads for those products that are out of stock;
Resume the display of the ad if the product is out of stock;
Update information about the product in the ad, for example: price or delivery terms.

Log in to the Alytics system and select (or create a new one) the project for which you want to use the Generation module. By default, you will go to the "Analytics and rates" tab.

In order to start setting up the generation module, go to the "Ad generation" tab at the top of the screen.

Adding XML

At this step, enter the address of the XML file used for uploading to Yandex Market (YML file) in the "Price list address" field and click "Next".

View XML

You will see all the tags that are contained in your YML file. Of these, you are invited to select those that you want to see in the table. In the future, the list of displayed tags can be edited.

By clicking on the plus sign located to the left of the category name, you can view all subcategories and find out which products belong to them.

After viewing the XML file is finished, click the "Next" button.

Generation Options

Block "General parameters"

Alytics allows you to publish generated advertisements in Yandex.Direct or Google AdWords (or both systems at once). In the "General Settings" field, check the boxes next to the appropriate system.

When displaying product prices in ads, round them up to integers. We recommend that you check these boxes if the price of the goods is indicated in fractional form. You can save a few characters that are so often missing when compiling a beautiful selling headline or ad test.

What goods to export. A very handy feature if you don't want to advertise on products that have a low cost. To do this, you need to check the box and specify the price range of the products you want to advertise. If you don't need this option, skip to the next step.

Block "Assortment management"

Allows you to configure the update of the XML file.

Check for XML updates How often to check for XML updates. The most common option is “every 24 hours”. But if your XML file changes very often, then it's better to choose "every 12 hours".

The validation time is the start of the first XML validation. For example, if the XML file is updated every time at 00:00, then set the check time to 01:00 (about an hour after the update) so that changes in YML will be reflected in advertising campaigns without delay.

Send ads for new products for manual preview before publication. If you set this option, then all ads for new products will be waiting for your manual review. Notifications about announcements for new products will be sent to the mail specified during registration. You will need to follow the link from the email to Alytics and confirm the new listings. After that, they will be published in Yandex.Direct and Google AdWords. If the checkbox is not checked, then ads generated for new products will be immediately published in advertising systems.

Stop listings for products that are out of stock or have disappeared from YML. If you run out of stock, your ad will pause until the item is back in stock. For ads in Google AdWords, you can remove ads if the product is out of stock.

After all the settings are done, click the "Next" button.

Campaign breakdown

Distribution structure of catalog categories between campaigns

Top level category name from XML. Handy if you have a small XML file.
Second level category name from XML. Will be created separate campaign under each category of the second level. But if the names of subcategories can be repeated in different categories (for example, the “iPhone” subcategory can be both in the “Apple” category and in the “Smartphones” category), then it is better not to choose this option. Good for XML that has one top level category and many subcategories.
Top level category name + second level category name from XML. A universal option that will suit absolutely everyone.
Top level category name + third level category name from XML.
Category name of the second level + category name of the third level from XML.
Top level category name + third level category name + fourth level category name from XML. You can use it if some of the goods belong to the third level, and some - to the fourth.

The latter types of campaign breakdown are rarer in practice.

After setting up the breakdown by campaign, click "Next".

Campaign settings

As a result, we see the directory split into advertising campaigns.

The leftmost list is "Campaigns" - this is how your advertising campaigns will be called.

Pay Special attention the ability to configure selective generation.

At this generation stage, at the campaign level, the following are set:

Daily budget limit for Google AdWords campaigns

You need to set a daily budget limit for all Google AdWords campaigns. The budget limit can be set both in bulk mode and individually for each campaign.

This is a required setting when creating a campaign, but you can change this limit later in the Google AdWords interface.

The limit is in the currency of your Google AdWords account.

When working with the generation settings, you will come across the following campaign statuses:

	Campaigns prohibited from generation. You can always return to their settings in the future.
	The settings are correct. Campaigns are allowed to be generated.
	The campaign is allowed to be generated, but not configured yet. Settings must be specified.
	Generation is active for this campaign.
	Generation is paused for this campaign.
	A new campaign has appeared in the YML file.

Selective generation

It will be useful for those who do not want to create ads for all categories from an XML file.

After unchecking the required checkboxes, click "Save". As a result, you will see that all campaigns prohibited from generating are marked with a red icon. Made a mistake? Nothing terrible! Click on "Selective Generation" again and change the settings.

Let's move on to setting up campaigns allowed for generation

By ticking certain campaigns in the Campaigns list, you can see which product categories they include (highlighted in green). And if you click on the "eye" located to the left of the category, then in the table that opens you will see the products that belong to it.

In addition, the table displays the characteristics of the goods. And it is possible to display only the most significant columns. To change the table - add or remove columns - click "Customize Displayed Columns".

Choosing a strategy and geography for displaying ads

By default, you are in the mode of mass editing of advertising campaigns, where you can set the settings for all campaigns at once, or tick off the ones you need. In addition, you can set individual settings for each campaign. To do this, go to the individual settings mode for each campaign by clicking on the button with a single checkmark.

Settings on YAN thematic sites. You can show your ads not only on search, but also on thematic sites. To do this, you need to set the necessary parameters.

Google AdWords Campaign Type

Rate management strategy in Yandex Direct. By clicking on the "Set strategy (required)" button, you can select the type of bidding for managing bids in Yandex.Direct. You can see more about the work of bidding and strategies in the article Managing bids in Yandex.Direct.
Google AdWords bid. Here you also need to specify the cost per click to be set.
Negative words. Specify all the negative keywords for this ad campaign one per line.
GEO. Specify the ad serving region for this ad campaign.

Elements are available both for group and for individual editing of each individual campaign.

When all campaigns allowed for generation are configured, click the "Next" button to proceed to the "Generation Templates" step.

Generation Templates

Setting up ad generation templates and keywords

By default, you are in bulk edit mode, just like in the previous step. You can stay in it and set up generation templates for all campaigns at once (or for several), or you can switch to individual editing mode by clicking on the checkmark button. In order to set up generation templates for a campaign, you need to select its name in the Campaigns column. The content of this campaign will be shown in the "Categories" column.

Set up ad templates

Here are two templates: for Google AdWords and Yandex.Direct.

In order to save time, you can fill out the template only for Google AdWords and check the "Link" box - the field values will be automatically duplicated in the template for Yandex.Direct.

You can fill in generation templates using tags from XML file.

In order to view the tag values, you need to click on the "eye" in the "Categories" column, to the left of the name of the selected category.

The first part of the Google Adwords title can be transferred to the second if the length of the first title is more than 30 characters. The second part of the title can also be transferred to the ad text if the length of the second title is more than 30 characters.

For ads in Yandex.Direct, there is an opportunity wrap part of the title in the ad text if its length is more than 33 characters.

Tag Processing Filters help you improve the quality of generated ads. With their help, you can cut out extra characters or words from tags, remove content in brackets, change the case of words, and much more. You can see the possibilities and principle of operation of filters by clicking on "More ..." or using the color table Filters for processing tags.

Specify your parameters in the tag in an XML file.
Add your parameters to the links in your ad templates after the "?" sign. For example, ?source_type=(source_type)&position=(position)&position_type=(position_type) . It is important to keep in mind that links in the xml itself must be without any parameters.

In all generated ads, the system can put or skip its utm-tags in accordance with the following rules.

Template cascade

Ad templates are set as a cascade. This means that for each ad, you can create any number of templates that will be consistently applied. If the first template does not pass the character limit, the system will generate an ad based on the next template.

Copying Templates

You can copy ad templates and key phrases from already configured and saved campaigns from other projects or campaigns in this project. To do this, select a project, campaign and click "Copy". The copied ad templates will also carry over the templates for Images and Sitelinks.

Separate copying of ad templates is possible. To do this, also select a project, a campaign and click "Copy".

It is possible to copy keyword templates separately.

It is possible to copy the contents of a template from another template from the cascade within the generation. This action is available from the second cascade. You can choose from which template in the cascade which parameters to transfer. To do this, specify the template number in the cascade and the necessary elements for transfer.

For key phrase templates, there is a similar possibility - copying the template content from another template in the cascade. This opportunity available from the second passphrase template. To copy, you must specify the number of the passphrase template from which you want to copy, then click the "Copy" button.

Auto copy templates

In the "Tools" section, in the "Generation templates" section, you can create a template, which can then be copied to the campaign template (in the "Ad generation" section) and then set up automatic copying of all template changes.

To create an autocopy template, go to the "Tools" section, to the "Generation Templates" item, click "Create Template".

Enter the name of the template, the content of the ad templates and keyword templates, save.

Go to the "Generate ads" section, select the campaigns to which you want to transfer templates.

You can transfer the entire autocopy template, including ad and keyword templates. To do this, click "Copy key phrase and ad templates", select "Autocopy templates", specify the name of the desired template, copy, save. Note that autocopy links will not be configured in this case.

It is possible to transfer ad templates and key phrases from different auto-copy templates. In the "Ad generation" section, select the desired campaign, click "Copy ad templates", select "Autocopy templates", specify the name of the corresponding template, copy, save.

The "Automatically copy template changes in the future" checkbox means that changes made to the selected autocopy template in the "Tools" section will automatically be displayed in the "Ad generation" section.

You can leave this checkbox unchecked, then you will simply transfer the autocopy template, into which the changes made in the "Tools" section will not be pulled further.

After the copied templates are saved, campaigns containing automatic copy template changes will be marked with the "COPY" icon.

In the "Tools" section, in Generation templates, you can see which templates are associated with which campaigns. To do this, click on the link icon.

You can unlink and leave the current campaign templates unchanged.

Images and quick links for ads in Yandex.Direct

For ads generated in Yandex.Direct, it is possible to automatically set pictures and quick links.

Specify the tag in which an image or a link to an image is transmitted in your XML file.

In addition to an ad in Yandex.Direct, you can set up to four sitelinks. To create a quick link in the corresponding column, you need to insert a tag in which a quick link is transmitted in the XML file, or add the link manually.

Please note that if identical sitelinks are received when tagging ads in Yandex.Direct, such links will be numbered using the utm_sitelink tag.

Setting up keyword templates

We will conditionally divide the keyword setting into two blocks.

Block 1. Direct customization of keyword templates. You can set templates using tags from XML, combine with sales words or add filters. There is no limit on the number of keywords. You can transfer ready-made keywords in tags to the system

Key phrases are compiled using the "template constructor". Creating and editing phrases is carried out in the same way as creating an ad template. Please note that in the lower part of the keyword templates window, you can view phrase samples by clicking on the "Show phrase samples" button.

The block contains only a few settings, but they are very important. To ask or not to ask them is up to you. If you don't know how best, check with your Alytics manager. We have already set up a lot of generations and, most likely, we have already studied your topic too.

Once you've set up all the blocks, click "Save Campaigns".

Support for negative keywords in the generation of keyword templates

At the generation templates step, you can check the "Enable recognition of negative keywords in keywords" checkbox for keyword templates. All words that are located after the first space and "minus" are considered negative keywords.

This option allows you to recognize constructions like BUY ELEPHANT -PINK -YELLOW as the phrase BUY ELEPHANT and negative keywords for this phrase -PINK -YELLOW.

When this option is enabled:

The following phrase with negative keywords will be uploaded to Yandex.Direct: BUY ELEPHANT - PINK - YELLOW;
Google AdWords will unload the following phrase without negative keywords: BUY ELEPHANT.

On the Dashboard, under the match type, a line of information about negative keywords is displayed.

Keyword match type

Match type - the degree to which a keyword matches a search query at which an ad should be shown.

In keyword generation templates, when setting up an advertising campaign, you can set the match type for each individual keyword. To do this, select the appropriate item in the keyword template and specify the required match type.

Match types for Yandex.Direct

When setting up templates, each Yandex.Direct keyword can be assigned one of the following match types:

Quotation marks ("put the phrase in quotation marks")
Exclamation point (!to!every!word!in!phrase!add!exclamation!mark)
Quotation marks + exclamation mark ("!take!a!phrase!into!quotes!and!to!each!word!in!a!phrase!add!exclamation!mark")

When creating templates for keywords, you can use some Yandex query language operators:

Match types for Google AdWords

Each keyword for Google AdWords can be assigned one of the following match types when setting up templates, which determine which queries to display ads for:

Phrase match
Exact match
Broad match (set by default if none of the types is selected in the "Set a custom match type for Google AdWords" option).

When choosing a match type for a keyword, it is recommended to follow the principle "from general to specific". On the initial stage it is better to use broad match, which ensures the maximum reach of the audience in the search network. You can further limit the match rate for keywords with too many irrelevant options.

Synonyms of words in generation

In the template step, you can specify lists of synonyms for words. Synonyms are applied to tags with the synonyms filter. Before and after filter synonyms any other filters can be used. You can use the filter several times in one word synonyms for different tags. A maximum of 50 keywords can be generated per synonym ad.

To use synonyms, you need:

Set up synonym lists.
In keyword templates, specify the synonyms filter for tags for which you want to replace words with synonymous values.

Consider an example:

Let's say you have a keyword template set up: buy
In tag you are passing product names that look like this:
- Apple iPhone 6
- Apple ipad air 2v
- Apple macbook pro 13
- etc.
Do you want to create key phrases with the spelling of the word Apple in English and Russian. Moreover, in Russian in two variations: Apple and Apple
To do this, you need to specify synonyms for the word Apple. Like this: Apple - Apple, Apple

In the passphrase template, you specify the synonyms filter. Like this:
As a result, according to this template, three key phrases will be generated for each product containing in the tag word Apple. For example, for an apple iphone 6, three keywords will be generated:
- Apple iPhone 6
- apple iphone 6
- apple iphone 6

Generation view

The generation is completed, we have the results before us.

At this step, you can see data on the number of ads, phrases, and images published in Yandex.Direct, and you can also see ready-made ads that were generated based on your templates. You can correct them and fix errors that occur due to the fact that the size of the header or advertisement more than allowed.

For each ad, the offer id is displayed, as well as icons with the following information:

	In YML, the product status is "in stock".
	In YML, the product status is "out of stock".
	The product has disappeared from YML.
	Ad status in Yandex.Direct (active)
	Ad status in Yandex.Direct (updated).
	The content of the ad in Yandex.Direct is not updated through the YML file, since the ad was manually edited on the Dashboard.
	Ad status in Yandex.Direct (stopped).
	Ad status in Google AdWords (active).
	The ad content in Google Adwords is not updated via the YML file because the ad has been manually edited on the Dashboard.
	The generation does not control the status of the ad group in Google Adwords, as the status has been manually changed by the user.

Also at this stage, errors may appear indicating that you are publishing such brands in ads and keywords, the right to publish which is strictly limited. If you encounter such errors, but you have the right to place such brands in the advertising system, please write to email [email protected].

To view only ads with errors, select "Incorrect" from the drop-down list.

Hover over the yellow triangle with an exclamation point and you will see the reason for the error.

Errors can occur both when generating ads and when generating keywords. To view them, go to the "Keywords" tab.

At the same time, you can make any edits to the keywords - this will not affect the update of the ad in any way.

If suddenly at this step you decide not to publish some campaigns, you can turn them off. To do this, go to "Selective generation" and uncheck unnecessary campaigns.

Now that you have only the campaigns that you want to publish, you can click on "Publish to sites". If you haven't fixed all the errors, it's okay, you can fix them at any time in the Dashboard. At the next update after the fix, they will be published on the sites.

Please note that when publishing ads in AdWords, the url parameter feedback_sha1 is added to the link. This parameter is needed to implement feedback with adwords. If you don't support custom label in url, then please add this parameter to the exception to make the link work.

Congratulations, the generation setup is over!

Click the "Go to Dashboard" button.

In the future, modified ads will appear here (if something has changed in the XML file), as well as new ads for products that have appeared in XML. You will need to confirm them - then the changes will take effect.

Display elements from generation.

In the "Analytics and bids" module, campaigns and ads from generation are marked with the YML icon.

At the level of groups and ads from generation, the offer identifier is displayed and it is shown whether the offer is available or not.

Generation Control for Suspended Items

Editing published ads

Alytics has a feature that allows you to make changes to generated and published ads in Google AdWords and Yandex.Direct directly in the system interface.

To make changes, go to the Dashboard. Here you can see not only new announcements, but also all generated by the module. To do this, select "All" in the drop-down list on the corresponding "Ads" or "Keywords" tab.

A list of all existing announcements will be displayed on the screen. Make the necessary changes in the appropriate fields. Then Alytics will automatically transfer the corrections to the advertising system and after a while you will be able to see them in Google account AdWords and Yandex.Direct. Please note that edited ads and keywords will be updated according to one of the rules below.

Publication of new campaigns and campaigns prohibited from generation

You will proceed to the "Campaign setup" step. Click on the "Custom generation" button and select the campaigns for which you want to set up generation now.

If you change your mind about setting up other campaigns, click the back button.

Manual reloading of images for Yandex.Direct

Due to Yandex.Direct's image format requirements, sometimes a published image may become invalid and stop being displayed due to an incorrect format. If you have corrected the format, but the link to the image remains the same in the feed, then you need to re-upload the images. To do this, on the Dashboard, click the "More actions" button and select "Upload images to Direct" in the drop-down list.

Making changes to generated campaigns

If, after publishing ads, you decide to make changes, then we recommend using the "Change templates" or "Rollback generation" functions.

Changing Templates

This function should be used to make small changes to texts, ad titles and keywords.

After clicking the "Edit Templates" button, you will be taken to the "Generation Templates" step, where you can edit the existing ad and keyword templates for each campaign.

After making changes, click the "Next" button. Ads and keywords will be automatically updated without a preview. Existing keywords will be suspended, new keywords will be added. If the keyword has been manually edited, it will not be paused.

Please note that existing generated campaigns should not be deleted, as new campaigns will not be created, ads and keywords will be updated in existing campaigns.

If you edited ad texts manually, then new ad texts will be created in accordance with the new templates.

If you changed templates for one campaign, then regeneration will occur for all campaigns with the specified templates.

If you change your mind about making changes to the templates, then click the "Back" button.

If you need to change not only ad templates, but also other generation parameters, then use the “Generation rollback” function.

Generation rollback

A function for making large-scale changes, where you can change any generation parameters.

Please note that selecting this option will create new campaigns.

After clicking the "Rollback generation" button, you will be offered the options "Rollback" and "Rollback with campaign archiving".

When you click the "Rollback" button, the old campaigns will remain active in Yandex.Direct, you need to stop them yourself.

When you click the "Rollback with Campaign Archiving" button, the old campaigns will be stopped and archived.

If the generated campaigns had CPA smart bidding enabled, it will be disabled for the corresponding campaigns.

By pressing the "Back" button, you can return to the previous steps of setting up the generation module.

If you are confused and cannot choose between "Change templates" and "Generation rollback", consult your Alytics manager or write to [email protected]

Stop generation

If you need to stop the generation for any campaign, then you need to go to the Dashboard, select the campaign and click the stop button.

Restrictions in the Ad generation module

Try to make all changes through the Alytics interface, or in an xml file;
Before setting up third-party scripts, please consult with your Alytics manager;
Before making changes through the Yandex Direct or Google AdWords interfaces, carefully read the instructions:

Yandex.Direct

Action in the Yandex.Direct interface	Can this action be performed?

Hello everyone!

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

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

It seemed to me that it was very difficult to work in this program. However, after I learned the basics of creating a campaign in the XLS template, it began to take less time to form the AC: for one campaign with several hundred keywords, about 2-3 hours.

Then, when I discarded all the principles (yes, there were still principles about using other people's services in work, yyy) 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 bringing ads to a readable form. That's it gentlemen!

It is not difficult to deal with these services, the main thing is to prepare Google Adwords, respectively. In fact, this is what goes great amount time, and then insert the "keys" into required fields generator:

I think that now you will start using the 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 the lessons began to come out not of the same quality as they were before. Therefore, I ask your forgiveness for this.

Already 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 CR will be devoted to the “foreign” system.

See you soon!

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Pavel Lomakin

X I want to say right away that the use of any one option is not acceptable, because if you approach the process as scrupulously as possible, then each of the options is necessary specifically for your product, service or offer.

General rules for all announcements:

1 word = 1 ad
Exceptionally Relevant Landing Page
Starts with a capital letter
Does not contain errors
Does not contain slang words
No abstractions (quality, best, low price and so on)
Contains a call to action
Contains (if there are sections of the site, another product or additional services)
Contains business card
Contains
Check the favicon display setting (Wikipedia) on the site.
No negative ads!

1. "The most clickable ad."

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

AT the combination of finding an ad in the first place of special placement, this can give such a CTR:

H According to Yandex statistics, in order to further enhance the effect, it is advised to use Word magnets from the list:

I opponent of the use of such words of magnets, since they contradict one of the general rules for writing ads - "Do not use abstractions" and if you already ignore this, then at least add numbers to them to concretize the result. But the worst thing about them is that they attract an audience of freeloaders and dampers mainly.

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

ODC- Offer - time limit for making a decision - Call to action!

To As a rule, in such ads, the title is keyword. But not necessarily.

FROM I will once say an example typical of the ODC model in the context, since most people do not understand it quite correctly and by an offer they mean some kind of discount or promotion. In fact, the offer should contain a benefit or result. Seeing 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 not click on it. This scheme is also called in marketing "Model of inevitable sale". In general, creating an ad according to such a scheme is a rather complicated task and depends primarily on a cool product. I noticed that the ODC model is well suited for online stores of goods and the indication of the price has its advantages, since it works similarly to the Ya.Market.

AT In general, we will talk about the ideal offer in the next articles.

3. AIDA announcements

A - Attention (attention)
I - Interest (interest)
D - Desire (desire)
A - Action (action)

E then some kind of hybrid is very similar to the ODC principle, but includes elements of GDP, which I will discuss below.

4. Maximally effective

H Let's call their result-declaration! Quite a rare occurrence due to the fact that you essentially give guarantees, not abstraction of the type will not like the return of the money, but guarantees based on benefits. That is, instead of writing a 100% result guarantee in the ad, write the result itself.

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

AT In these examples, the result is the pizza delivery time. But there is one big drawback in the presented ads, that is that the result is blurry 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 a pizzeria and you are ready to wait a bit, 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 a delivery of goods in Russia, especially if you remember our Post Office and have your 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 options for declarations 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. Ads based on GDPR principle

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

O very similar to the Declaration=result principle, but adds the ability to interact with the client. I really like this option, as it is universal for almost any niche and product.

AT what is interactive here? The user enters a request, you ask him a question, and in case of a positive decision, 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 lot of call options. The only thing I personally recommend is avoiding such calls as: Click! or Press! and especially in the title. The user is a rather inert being and can do this without delving into the essence of the proposal, thereby clicking your budget. According to Yandex statistics, such calls add some percentage to the CTR, but the traffic will be very dirty. The call should be imperative, but leave some freedom for the user.

E This method is usually used for teaser networks, but no one bothers to use them in contextual advertising. The bottom line is some understatement of the announcement or inciting curiosity. Unfortunately, I don’t have any examples, I found some similarity from one bank (not advertising)))

AT In general, you can experiment.

7. Announcements for YAN or KMS

To all of the above can be attributed to such ads, but I would like to put them in a separate segment. The interaction between the user and the ad in YAN or GMS occurs in a different way than in the search, since at the moment when the user sees the ad, he is not looking for a service, but is viewing content that is completely different from the request. It doesn't make sense to use the key in its entirety in the declaration and title. It is necessary that the ad with all its text tells about the uniqueness of your offer, but at the same time, the client must understand that it is about what he needs. For such purposes, all the options listed above are suitable except for the first. An ad based entirely on the well-designed PPC marketing I talked about will work best.

E These 7 ways that I use constantly in my practice, I hope they will help you bring good quality leads and customers to your business. Use and share your opinion in the comments.

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Hello everyone!

Creation and setup of advertising campaigns (AC) in various systems contextual advertising is a sequence of routine actions that are incredibly exhausting. That's why a large number of directors or people who set up advertising campaigns for themselves, sooner or later ask themselves the question of automating Yandex.Direct or other systems.

At one time, I was also very interested in this issue, but I came to the conclusion that it is impossible to fully automate the creation and management of the AC: you cannot fully trust automatic tools, since the result of their work often turns out to be not what you need. But still, you can entrust certain things to programs and online services.

Today I will tell you about two things:

Campaign creation automation;
Campaign management automation.

We automate the creation of RK Yandex.Direct

First you need to decide what we can entrust to programs and online services. So:

Create ad headings;
Creation of quick links;
Prostanovka;
Reminus.

In fact, all of the above operations are the most routine and annoying, but they do not lose their importance, so everything will need to be checked and corrected. I trust all these things only to proven and reliable "helpers":

Key Collector(). Request parsing and grouping;
adpump. Creating titles and quick links, putting UTM tags;
Excel. Creating campaigns and adjusting ads;
Direct Commander. Phrase shifting.

I do not use other Yandex Direct automation programs and services in my work, the above are enough with my head.

If I already wrote about how to implement it, then I have never mentioned AdPump, so I’ll tell you a little about this wonderful service.

AdPump is a service for Yandex.Direct and Google Adwords

All of you probably know about such a wonderful contextual advertising specialist as Konstantin Gorbunov. Thanks to his YouTube videos ( channel link), I learned a lot of things and express my gratitude to him. So, he is the creator of a service for contextual advertising called AdPump. The service can do the following:

Grouping and generation of keywords;
Production of UTM tags, both in bulk and individually;
Ad generation;
Permutation of phrases;
Budget calculation ();
Transferring a campaign from Direct to Adwords ();
And a few more surgeries.

giving detailed instructions I will not work with the service, since everything is very clear and clearly written there. It really makes the life of a PPC specialist easier. I recommend.

Automation of the management of the advertising campaign Yandex.Direct

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

I’ll be honest right away: in all my practice, I have never used bidders and 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 very services, so wait, a post about this will be released soon.

Well, now let's talk in more detail about how bidders work. So, the principle of operation is something like this: in the Yandex.Direct interface, namely on the campaign page, CPCs 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 task is to save money, which is why they are so popular.

However, the following should be taken into account:

Specified at a certain moment, the rate takes effect after 10-30 minutes, which means only one thing: the rate, most likely, will no longer be relevant, since the cost per click often changes very quickly;
If the campaign works for several regions, then in the Yandex.Direct interface we see an average value, which means that the bidders set by the bidder may be incorrect and we may either not show up in the desired position, or show up, but very expensive.

What to do then: use a bid manager or not? I can only say one thing: test it. If you save at least 10-15% with the automatic bidding system, then definitely use it, otherwise, no.

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