Attracting customers is one of the key tasks of every business. However, lead generation often causes difficulties, and when updating a familiar and most popular tool, it also causes a certain amount of anxiety.
Anastasia Novikova, a specialist in contextual advertising at the Traffic Completo unit , spoke about the features of the unified performance campaign (UPC), which recently appeared in Yandex Direct, and also explained the nuances that are important for business.
Unified performance campaign: what is it and why
Since May 22, Yandex Direct has only allowed you to create a single performance campaign (SPC) — a universal advertising campaign suitable for promoting most goods and services and combining all types of campaigns.
Old campaigns are still active and can be copied if desired, but it is worth considering that Yandex will automatically transfer them to EPC from September. However, it promises to save the statistics.
From July to August, you can transform your campaigns yourself.
The EPC will replace the following campaign types:
- text and graphic ads (TGO). These are the well-known and beloved Search and YAN;
- dynamic ads (DO);
- smart banners.
Advantages and features of the EPC
What are the advantages of the innovation?
- a single interface for launching campaigns with any display locations, targeting conditions and ad types;
- Smart banners and dynamic ads are now a single ad type. Product ads can be shown on Search, in the Product Gallery and in YAN;
- Any combination of display conditions and ad types is available . For example, you can launch product ads in YAN by key phrases.
However, there are incompatibilities between display locations, display conditions types, and ad types that may not be noticeable in the interface because there are no warnings.
For example, if you select Search as the display location and graphic as the ad type, the campaign will launch, but will not actually work.
How it looks in practice
The Yandex Direct interface offers three display hospital email list locations to choose from: product gallery in search, advertising in search results, and YAN.
What the interface looks like. Image from the author’s archive
And there are 4 types of ads available:
- text and graphic;
- graphic;
- product, which can be created both tools to improve your productivity by feed and by site;
- and a new option – a catalog page. Such ads are also created either by feed or by site, but again it depends on the site. It is necessary to test how well Yandex “counts” catalog pages.
Image from the author’s archive
Features of the new campaign
It is pleasing that, firstly, it is now possible to adjust the whatsapp data conversion price, click price or share of advertising costs per group.
This means that several groups can be combined into one EPC. For example, one group is YAN by keywords, the second is YAN by interests, the third is YAN by competitors.
You can also set your own conversion cost for each of these groups. This allows you to accumulate all the data in one campaign, and also speeds up the learning of campaigns.
Secondly, new scenarios have appeared . For example, you can display ads in YAN by a keyword and display product ads in it. And before, there were only smart banners that were made by feed or by site, and they automatically determined “how and what” to show, focusing on the feed.
Thirdly, it has also become possible to use key phrases in the product gallery , previously it was more like auto-targeting. Now it is possible to add specific “keywords”, select specific products that will be shown in the product gallery under the search results.