"The Very" Words for CTR
Contextual advertising
Contextual advertising
Evgeniy Letov
Roman Terekhin (Head of Media Planning at Yandex) has selected the magic words to increase the number of clicks on ads in contextual advertising.
In the presentation, Roman talks about two approaches to choosing words for an ad: “highlighting” and “hooking”.
Content
Approach #1. Highlighting and CTR
What is the method?
"The very" words for highlighting
Approach #2. Hook and CTR
Presentation
Approach #1. Highlighting and CTR
What is the method?
The search engine highlights ads with words architect phone number data the query. Ads with highlighted words attract attention and are clicked on more often.
Example
We ask Yandex
The search engine will highlight words in the ads that appear in the query.
The second ad is highlighted, and captivated users (you and me) click on it.
What to write to get more clicks?
"The very" words for highlighting
"Full highlighting" is when the entire search phrase is highlighted in the ad.
Words, phrases Where to use How many times does CTR increase?
Full illumination text 3 times (here and below - compared to the average)
full illumination beginning of text 3.2 times
full illumination title 2.7 times
full illumination title and text 2.5 times
full illumination not at the beginning of the text worsens by 20%
Approach #2. Hook and CTR
Another approach is the "hook": promise the user a solution to the problem with which he came to the search engine. This way people will be drawn to the ad, and clicks will increase.