Why Advertising in YAN Doesn't Give Results: 4 Typical Mistakes

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If advertising in YAN does not work, then it is necessary to determine the reasons and understand what the error is. We will tell you more about each error option.

Ads in YAN are an exact copy of search ads
This approach works extremely rarely - it is important to understand this if you are interested in how to set up Yandex.Direct YAN advertising. Usually, you need to prepare your own ads for YAN. Why?

The point is that the search provides an high school senior mailing list answer to a specific request. The person is already looking for a product, and we only need to attract his attention, not to allow him to switch to competitors. To do this, we can use bright advantages, a call to action, introducing a key request in the title and text of the ads.

In the case of YAN, everything is completely different. The user is not looking for our offer, he reads something, views materials on a certain topic. Our task is to make him pay attention to us. Texts that answer a specific request will not help here.

Ads for YAN should be brighter, they may not contain keys, they are more like banners, even offline advertising. These are the same roadside billboards, only more specific.

To make it easier, let's look at an example:

Advertising YAN_typical mistakes

What is good about it?

the price is indicated, due to which the advert immediately stands out from the general background;

an unexpected photo with a cat was used;

The client's benefit is mentioned, namely free measurements.

Let's show a couple more creative examples:

Advertising YAN_typical mistakes

They are strikingly different from those displayed in search. The point is that the focus is not on keywords, but on attracting attention.

The first ad clearly states the benefit.

The second is a mystery that attracts the client.

However, it is worth saying that the option of an ad about heated floors does not always work, despite its creativity. Riddles can give a lot of transitions that do not convert into applications - this needs to be tested for each individual case.

Lack of a compelling reason to order from you
Keep in mind that your ad will be displayed alongside ads from competing companies, so think about whether it's worth clicking on.

If the product is more expensive and there are no compelling reasons to order from you, don't count on a lot of clicks. Oddly enough, this is the main rule of online advertising, which most customers don't even think about.

Copywriting, traffic sources, budget size - all these are important components of the campaign, but they will not lead to results if competitors have a more interesting offer. You need to show your real advantages and differences.

Let's explain with an example:

Advertising YAN_typical mistakes

custom-made kitchens from the manufacturer are a significant advantage (though not unique);

the phrase “50% cheaper” can attract more customers;

Finnish and German materials are a very strong advantage of the product and sound much better than just “European materials”.

So, we have two strong advantages - they can often be found in competitors' advertising, but there is also a unique detail. Quick links can also be added here, because they allow you to talk about additional advantages.