Program for writing advertisements in Yandex Direct. Ad generation module. Displaying elements from generation

Video instructions for the ad generation module

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

• Generate ads for each product card;
• Turn off ads for products that are out of stock;
• Resume display of an ad if the product is in 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) project for which you want to use the Generation module. By default, you will be taken to the “Analytics and Bets” tab.

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 that is used for uploading to Yandex Market (YML file) in the “Price list address” field and click “Next”.

XML Viewer

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

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.

Once you are finished viewing the XML file, click Next.

Generation parameters

Block "General parameters"

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

When displaying product prices in advertisements, round them to the nearest whole number. We recommend checking these boxes if the price of the product is indicated in fractional form. You can save a few characters, which are so often missing when creating a beautiful selling headline or ad test.

What goods to export. A very convenient feature if you do not want to advertise on products that are of low cost. To do this, you need to check the box and indicate 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 is better to select “every 12 hours”.

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 the YML are 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 await your manual review. Notifications about announcements for new products will be sent to the email address specified during registration. You will need to follow the link in the Alytics email and confirm the new listings. After this, 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 items that are out of stock or have disappeared from YML. If you run out of an item, your ad will pause until the item is back in stock. For Google AdWords ads, you can delete ads if the product is out of stock.

After all settings are completed, click the “Next” button.

Campaign Breakdown

Structure of distribution of catalog categories between campaigns

• Top level category name from XML. Convenient if you have a small XML file.
• Second level category name from XML. A separate campaign will be created for each second-level category. But if your subcategory names may be repeated in different categories (for example, the “iPhone” subcategory can be in both the “Apple” and “Smartphones” categories), then it is better not to choose this option. Well suited for XML that has one top-level category and many subcategories.
• The name of the top-level category + the name of the second-level category from XML. A universal option that will suit absolutely everyone.
• Top-level category name + third-level category name from XML.
• The name of the second level category + the name of the third level category 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 breakdowns occur in more rare cases in practice.

After setting up the campaign breakdown, click Next.

Campaign settings

As a result, we see the catalog divided into advertising campaigns.

The leftmost list is “Campaigns” - this is what your advertising campaigns will be called.

Pay special attention to the ability to configure selective generation.

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

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 either in bulk mode or individually for each campaign.

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

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

When working with generation settings, you will encounter 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 has not yet been configured. 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 boxes, click “Save”. As a result, you will see that all campaigns prohibited from generation are marked with a red icon. Made a mistake? It's okay! Click on “Selective Generation” again and change the settings.

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

By checking off certain campaigns in the “Campaigns” list, you 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 advertisements

By default, you are in the mass editing mode for advertising campaigns, where you can set settings for all campaigns at once, or check the boxes next to them. 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 one check mark.

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

• Google AdWords advertising campaign type

• Bid management strategy in Yandex Direct. By clicking on the "Set strategy (required)" button, you can select the type of bidding to manage bids in Yandex.Direct. You can find out 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 set cost per click.
• Negative words. Indicate all the negative words for this advertising campaign, one per line.
• GEO. Specify the region where ads will be displayed for this advertising campaign.

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

When all campaigns allowed for generation have been 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 (or several) at once, 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.

Setting 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” checkbox - the field values ​​will be automatically duplicated in the template for Yandex.Direct.

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

In order to view the meanings of tags, 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 header can be transferred to the second if the length of the first header is more than 30 characters. The second part of the heading can also be transferred to the ad text if the length of the second heading is more than 30 characters.

For advertisements in Yandex.Direct there is an opportunity move part of the title into the ad text if its length is more than 33 characters.

Tag processing filters will help you improve the quality of generated ads. With their help, you can cut out unnecessary characters or words from tags, remove content in brackets, change the case of words, and much more. You can see the capabilities and operating principle of filters by clicking on “More...” or using the color table Tag processing filters.

1. Specify your parameters in the tag in an XML file.
2. Add your parameters to links in 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 in the xml itself the links must be without any parameters.

In all generated advertisements, the system can add or omit its utm tags in accordance with the following rules.

Cascade of templates

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

Copying templates

You can copy ad templates and keywords from already configured and saved campaigns from other projects or campaigns in the same project. To do this, select a project, campaign and click "Copy". Templates for Images and Quick Links will also be transferred from the copied ad templates.

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

Separate copying of key phrase templates is possible.

It is possible to copy the contents of a template from another template from a 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, indicate the template number in the cascade and the necessary elements to transfer.

For keyword templates, there is a similar option - copying the contents of the template from another template in the cascade. This feature is available from the second key phrase template. To copy, you must specify the number of the key phrase template from which you want to copy, then click the “Copy” button.

Auto-copy templates

In the "Tools" section, in the "Generation templates" item, 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 changes to the template.

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

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

Go to the "Ad generation" 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. Please note that in this case, no AutoCopy links will be configured.

It is possible to transfer ad templates and key phrases from different autocopy 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 appear in the "Ad Generation" section.

You don’t have to check this box, then you will simply transfer the autocopy template, which will no longer be updated with changes made in the “Tools” section.

After saving the copied templates, campaigns that contain elements for automatically copying template changes will be marked with a "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 connection icon.

You can unlink and your current campaign templates will remain unchanged.

Images and quick links for ads in Yandex.Direct

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

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

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

Please note that if, when tagging ads in Direct, the same quick links are received, such links will be numbered using the utm_sitelink label.

Setting up keyword templates

Let’s conditionally divide the keyword setting into two blocks.

Block 1. Directly customize keyword templates. You can set templates using tags from XML, combine them with selling 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 created using the “template constructor”. Creating and editing phrases is similar to creating an ad template. Please note that at the bottom of the key phrase templates window you can see sample phrases by clicking on the “Show sample phrases” button.

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

Once you have configured all the blocks, click “Save Campaigns”.

Support for negative keywords in the generation of key phrase templates

At the generation templates step, you can check the “enable recognition of negative keywords in key phrases” box for key phrase templates. All words that are located after the first space and "minus" are considered negative words.

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

When this option is enabled:

1. The following phrase with negative words will be uploaded to Yandex.Direct: BUY ELEPHANT - PINK - YELLOW;
2. The following phrase without negative keywords will be uploaded to Google AdWords: BUY AN 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 the keyword matches the search query at which the ad should be shown.

In keyword generation templates, when setting up an advertising campaign, you can set the match type for each individual keyword phrase. 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 keyword for Yandex.Direct can be assigned one of the following match types:

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

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 should be displayed for advertising:

• Phrase matching
• Exact match
• Broad match (set by default if none of the match 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 use the general-to-specific principle. At the initial stage, it is better to use broad match, which ensures maximum audience coverage on the search network. You can further limit the match rate for keywords with too many irrelevant variations.

Synonyms of words in generation

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

To use synonyms, you need:

1. Set up lists of synonyms.
2. In the key phrase templates, specify the synonyms filter for tags for which you want to replace words with synonymous meanings.

Let's look at an example:

1. Let's say you have a keyword template set up: buy
2. In the tag You are passing product names that look like this:
   • Apple iPhone 6
   • Apple ipad air 2v
   • Apple macbook pro 13
   • etc.
3. 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
4. To do this, you need to specify synonyms for the word Apple. Like this: Apple - Apple, Apple

1. In the keyword template you specify the synonyms filter. Like this:
2. As a result, this template will generate three key phrases for each product containing in the tag word Apple. For example, for apple iPhone 6, three keywords will be created:
   • Apple iPhone 6
   • Apple iPhone 6
   • Apple iPhone 6

View generation

The generation is completed, the results are in front of us.

At this step, you see data on the number of ads, phrases and images published in Yandex.Direct, and you can also view ready-made ads that were generated using your templates. You can adjust them and correct errors that occur due to the size of the title or advertisement being too large.

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)
	Status of the advertisement in Yandex.Direct (updated).
	The content of the ad in Yandex.Direct is not updated via the YML file, since the ad was manually edited on the Dashboard.
	The status of the advertisement 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 was manually edited on the Dashboard.
	Generation does not control the status of the ad group in Google Adwords, since the status was manually changed by the user.

Also at this stage, errors may appear indicating that you are publishing brands in ads and keywords whose right to publish is strictly limited. If you encounter these types of errors, but you have the right to place such brands in the advertising system, please write to support@alytics.ru.

To view only ads with errors, select “With errors” from the drop-down list.

Hover over the yellow triangle with an exclamation mark 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 changes to the keywords - this will not affect the update of the ad in any way.

If at this step you decide not to publish some campaigns, you can disable them. To do this, go to “Selective generation” and uncheck unnecessary campaigns.

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

Please note that when publishing ads in AdWords, the feedback_sha1 url parameter is included in the link. This parameter is needed to provide feedback to AdWords. If you do not support an arbitrary label in the url, then please add this parameter to the exception so that the link will work.

Congratulations, the generation setup is complete!

Click the “Go to Dashboard” button.

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

Displaying 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 advertisements

Alytics has the ability 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 advertisements, but also all generated by the module. To do this, select “All” from the drop-down list on the corresponding “Ads” or “Keywords” tab.

A list of all existing advertisements will be displayed on the screen. Make the necessary changes in the appropriate fields. Next, Alytics will automatically transfer the corrections to the advertising system and after a while you will be able to see them in your Google AdWords and Yandex.Direct account. 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 be taken to the Set Up Campaigns step. Click on the “Custom generation” button and select the campaigns for which you now want to set up generation.

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

Manual pre-upload of images for Yandex.Direct

Due to Direct's requirements for image formats, sometimes due to an incorrect format, a published image may become invalid and stop being displayed. 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 “Other actions” button and in the drop-down list select “Reupload images to Direct”.

Making changes to generated campaigns

If after publishing your ads you decide to make changes, we recommend using the “Change Templates” or “Roll Back Generation” functions.

Changing templates

This function is worth using 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 change the existing ad and keyword templates for each campaign.

After making changes, click Next. Ads and keywords will be automatically updated without any prior preview. Existing keywords will be paused and new keywords will be added. If a 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, new ad texts will be created in accordance with the new templates.

If you changed the 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, 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, old campaigns will remain active in Yandex.Direct; you need to stop them yourself.

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

If the generated campaigns had intelligent bid management enabled by the CPA, it will be disabled for the corresponding campaigns.

Using 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 “Rollback generation”, consult your manager at Alytics or write to support@alytics.ru

Stop generation

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

Limitations in the Ad Generation module

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

Yandex.Direct

Action in the Yandex.Direct interface	Is it possible to perform this action?

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! 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 generating links with utm tags, they 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...