Yandex Direct lance les annonces ETA (Extended Text Ads)

Yandex Direct lance un nouveau format d’annonces ETA (Extended Text Ads).

eta yandex directQuelques mois après Google Adwords, Yandex Direct met à disposition le nouveau format d’annonces Extended Text Ads, pour vos campagnes publicitaires. Pour le moment, ce n’est pas un format obligatoire, vous pouvez continuer à utiliser les annonces classiques.

Je vous rappelle, les caractéristiques techniques des annonces classiques :

  • 33 caractères pour le titre
  • 75 caractères pour la description




Avec le nouveau format, on passe à deux titles et une description avec les caractéristiques ci-dessous:

  • 35 caractères pour le titre 1
  • 30 caractères pour le titre 2
  • 81 caractères pour la description. (contrairement aux annonces ETA de Google Adwords avec 30 caractères pour le titre 1, et également pour le titre 2 et 80 caractères pour la description. Donc, à prendre en compte si vous importer vos campagnes de Yandex Direct sur Google Adwords)

Ce format développé d’annonces vous permet de fournir aux clients potentiels plus d’informations sur votre offre. L’étude de Yandex a montré que l’ajout du deuxième titre au niveau de vos annonces publicitaires augmente de 5% le CTR sur les desktop et de 10% sur les mobiles.

Les deux titres s’affichent en une seule ligne séparée par un tirer.

Voici l’affichage de l’annonce ETA Yandex Direct sur desktop:

yandex direct eta
et sur mobile :
yandex direct extended text ads mobile

Les annonces ETA sont également accessibles à partir de l’interface Direct Commander (Editor Yandex Direct) et API Yandex Direct.


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About Olga Ruiz Consultante Yandex

89 comments on “Yandex Direct lance les annonces ETA (Extended Text Ads)

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