L’extension Video dans vos campagnes Yandex Direct

Yandex Direct lance une version beta pour les extensions vidéos.

Les extensions vidéo transforment vos annonces en vidéos courtes (10-15 secondes). Les annonces avec ces extensions sont diffusées sur les réseaux partenaires de Yandex dans les blocs InPage et InStream. Dans le format InStream, vous avez la possibilité d’ignorer l’annonce au bout de 3 secondes. Dans le format InPage le son apparaît dès que vous survolez la vidéo.

 

Comment ajouter les extensions vidéos sur Yandex Direct ?

La plateforme Yandex.Direct propose trois moyens pour ajouter la vidéo à vos annonces:

  1. Le premier, vous téléchargez votre vidéo dans la partie « extensions » et ajoutez la description en se basant sur le modèle proposé par le Yandex. La fréquence de la diffusion de vos vidéos n’est pas limitée. Cela vous permet d’augmenter la portée de votre audience et du trafic qualifié. Selon Yandex, l’utilisation vidéo permet d’augmenter la conversion jusqu’au 38%
  2. Le deuxième, c’est la création automatique de la vidéo à partir de votre image téléchargée. Le système crée une animation à partir de l’image importée dans l’interface de Yandex Direct. Conformément de la loi et aux règles publicitaires de Yandex, les informations juridiques doivent figurer dans l’achèvement de la vidéo.
  3. Dans le troisième cas, vous pouvez utiliser la bibliothèque des créatifs proposés par Yandex Direct. Avec ce format, vous pouvez choisir le fond de votre vidéo et l’adapter (couleurs, position du texte, police etc) à vos besoins. Le même créatif peut être choisi par plusieurs annonceurs. S’ils ont le ciblage similaire (thématique, cible, conditions) les impressions des différents annonceurs se reparties entre les internautes.

Comment mettre en place les extensions vidéos sur Yandex Direct ?

Ce type d’extension, vous pouvez ajouter au niveau des campagnes « Text & Image ads ».

Ensuite, parmi les extensions vous choisissez « extension vidéo »-> construire le modèle

extension video sur yandex direct
extension video sur yandex.direct

 

 

Comment optimiser les annonces avec l’extension vidéo ?

Pour les optimisations des annonces qui utilisent cette extension, je peux vous proposer deux solutions:

  • faire A/B test au niveau des visuels (couleurs, contenu, call to action). N’hésitez pas vraiment pas à faire ce type de test. Cela vous permettra de voir quel type des messages et le visuel fonctionnent mieux auprès de votre cible
  • ajuster les enchères pour ces annonces. Cela vous permettra d’être plus visible par rapport à vos concurrents.

Comment mesurer les performances des annonces avec les extensions vidéo ?

L’analyse des performances des annonces vous aidera à mieux comprendre comment les vidéos sont influencer la conversion, le CPA, CPC etc. Vous pouvez utiliser la fonctionnalité Report Wizard sur Yandex.Direct pour créer le reporting bien segmenté.

Dans la partie « cross section », choisissez le numéro de l’annonce et la zone de clic et dans les « columns » cochez les « cliks ». Vous pouvez également ajouter les filtres « formats avec vidéo » et « zone de clics » (titre ou bouton call to action)

Si vous avez des questions à propos de cette fonctionnalité ou vous avez besoin d’aider pour la mettre en place, n’hésitez pas à nous contacter :)

Si vous trouvez cet article utile laissez-moi votre commentaire ou partagez-le sur les réseaux sociaux

About Olga Ruiz Consultante Yandex

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