Who are smart banners in Yandex.Direct suitable for?
Posted: Wed Jan 29, 2025 5:32 am
Smart banners are the optimal advertising format if:
many separate landing pages are advertised;
the product has colorful photos;
the advertised products definitely fall into one of the topics of smart banners in Yandex.Direct;
you have skills in working with HTML direct moving leads email list code and XML, have worked with Google Shopping or Yandex.Market;
the range and prices are constantly changing, promotions are often held, and advertisements must strictly correspond to the information on the landing page or in the store catalog.
In all other cases, using smart banners will be more difficult, you will have to fine-tune a lot: adapt the product for this advertising format, change the feed, manually adjust its markup, send it for validation.
Therefore, smart banners are best suited for online stores with a wide range of products that need to showcase their products clearly, brightly and as quickly as possible.
One static image in YAN, even the most beautiful one, will not achieve this. Quantity is more important here than quality (in this case, the quality of the product photo).
If we consider practical examples of campaigns with smart banners in Yandex.Direct, we can find successful cases related to:
retail trade;
hospitality industry (hotels, resorts, etc.);
real estate (townhouses and apartments in new residential complexes, but not on the secondary market);
car trade (resellers, dealers);
sale of airline tickets;
clothing trade;
other areas.
The smart banner format in Yandex.Direct was initially aimed at large advertisers.
Download a free selection of tools for calculating KPIs and increasing marketing metrics
Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
Read more posts on my personal blog:
Over the past 7 years, we have conducted over 23,000 comprehensive website audits and I have learned that all of us as leaders need clear and working algorithms for our marketing and sales.
Today we will share with you 6 of the most valuable documents that we have developed for our clients.
Download for free and implement today:
Step-by-step guide to creating marketing KPIs
Template for calculating KPIs for a marketer
9 Examples of Universal Selling Commercial Proposals
Upgrade your CPs to close more deals
How to make KPI for the sales department so that profits grow by 20% or more?
Step-by-step template for calculating KPIs for OP managers
Checklist of 12 main indicators for website promotion
Find out what metrics are needed to properly optimize your website
40 Services for Working with Blog Content
We have collected the best services for working with content
How to define your target audience without mistakes?
A proven guide to defining a company's target audience
Download the collection for free
pdf 8.3 mb
doc 3.4 mb
Already downloaded
153412
But no smart banners will provide you with high conversion without setting goals. A smart self-learning system needs to rely on specific data. The bulk of this data comes from the user, and without specifying the final goals, you will achieve only one result - a large number of clicks with a low conversion rate. Take care of the correct campaign setup.
Forming a feed for smart banners in Yandex.Direct
When creating dynamic ads or smart banners in Yandex.Direct, start by preparing a feed — a file with all the information on the product range. Ads are generated from this file in accordance with the user's request. The information that will be included in the ad is determined by the data set on the required product, which is in the feed.
You can create a feed for the entire product range or list of services, or just for a separate category that the advertiser is going to promote. The feed is created during the campaign setup or in the special “Feed Management” section.
In total, you can store no more than 20 feeds at a time in Direct. The file format, technical requirements, and list of required fields are determined by the specifics of the business.
Once you have selected a topic, upload a feed with the CSV extension or specify the feed URL on the site so that it is accessible via FTP, HTTP or HTTPS. The maximum feed size is up to 512 MB.
Forming a feed for smart banners in Yandex.Direct
Source: BestForBest / shutterstock.com
In Yandex.Direct, you can enable an option that allows you to automatically remove inappropriate UTM tags from links when loading a feed.
Templates and examples of different types of feeds are available in the help center (almost all types are represented there).
The uploaded feed is sent for validation. It usually takes about several hours. The presence of all mandatory components, the correctness of the names, and the absence of duplicates are checked.
If validation is successful, the feed changes its status to “Upload successful”. From this moment on, it is available in the drop-down lists: you can add it to campaigns.
Using the “Other Business” feed type, you can upload any of these feeds:
universal for Yandex;
“Special” for AdWords;
“Travel” for AdWords.
All files must be in CSV format. You can additionally upload the feed as an archive in GZ or ZIP formats.
The first line always contains the column names, and all the following lines contain information about the promotional offer. The data should be saved in UTF-8 encoding. Do not use commas in the text, since the comma is the cell separator of the table in CSV.
many separate landing pages are advertised;
the product has colorful photos;
the advertised products definitely fall into one of the topics of smart banners in Yandex.Direct;
you have skills in working with HTML direct moving leads email list code and XML, have worked with Google Shopping or Yandex.Market;
the range and prices are constantly changing, promotions are often held, and advertisements must strictly correspond to the information on the landing page or in the store catalog.
In all other cases, using smart banners will be more difficult, you will have to fine-tune a lot: adapt the product for this advertising format, change the feed, manually adjust its markup, send it for validation.
Therefore, smart banners are best suited for online stores with a wide range of products that need to showcase their products clearly, brightly and as quickly as possible.
One static image in YAN, even the most beautiful one, will not achieve this. Quantity is more important here than quality (in this case, the quality of the product photo).
If we consider practical examples of campaigns with smart banners in Yandex.Direct, we can find successful cases related to:
retail trade;
hospitality industry (hotels, resorts, etc.);
real estate (townhouses and apartments in new residential complexes, but not on the secondary market);
car trade (resellers, dealers);
sale of airline tickets;
clothing trade;
other areas.
The smart banner format in Yandex.Direct was initially aimed at large advertisers.
Download a free selection of tools for calculating KPIs and increasing marketing metrics
Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
Read more posts on my personal blog:
Over the past 7 years, we have conducted over 23,000 comprehensive website audits and I have learned that all of us as leaders need clear and working algorithms for our marketing and sales.
Today we will share with you 6 of the most valuable documents that we have developed for our clients.
Download for free and implement today:
Step-by-step guide to creating marketing KPIs
Template for calculating KPIs for a marketer
9 Examples of Universal Selling Commercial Proposals
Upgrade your CPs to close more deals
How to make KPI for the sales department so that profits grow by 20% or more?
Step-by-step template for calculating KPIs for OP managers
Checklist of 12 main indicators for website promotion
Find out what metrics are needed to properly optimize your website
40 Services for Working with Blog Content
We have collected the best services for working with content
How to define your target audience without mistakes?
A proven guide to defining a company's target audience
Download the collection for free
pdf 8.3 mb
doc 3.4 mb
Already downloaded
153412
But no smart banners will provide you with high conversion without setting goals. A smart self-learning system needs to rely on specific data. The bulk of this data comes from the user, and without specifying the final goals, you will achieve only one result - a large number of clicks with a low conversion rate. Take care of the correct campaign setup.
Forming a feed for smart banners in Yandex.Direct
When creating dynamic ads or smart banners in Yandex.Direct, start by preparing a feed — a file with all the information on the product range. Ads are generated from this file in accordance with the user's request. The information that will be included in the ad is determined by the data set on the required product, which is in the feed.
You can create a feed for the entire product range or list of services, or just for a separate category that the advertiser is going to promote. The feed is created during the campaign setup or in the special “Feed Management” section.
In total, you can store no more than 20 feeds at a time in Direct. The file format, technical requirements, and list of required fields are determined by the specifics of the business.
Once you have selected a topic, upload a feed with the CSV extension or specify the feed URL on the site so that it is accessible via FTP, HTTP or HTTPS. The maximum feed size is up to 512 MB.
Forming a feed for smart banners in Yandex.Direct
Source: BestForBest / shutterstock.com
In Yandex.Direct, you can enable an option that allows you to automatically remove inappropriate UTM tags from links when loading a feed.
Templates and examples of different types of feeds are available in the help center (almost all types are represented there).
The uploaded feed is sent for validation. It usually takes about several hours. The presence of all mandatory components, the correctness of the names, and the absence of duplicates are checked.
If validation is successful, the feed changes its status to “Upload successful”. From this moment on, it is available in the drop-down lists: you can add it to campaigns.
Using the “Other Business” feed type, you can upload any of these feeds:
universal for Yandex;
“Special” for AdWords;
“Travel” for AdWords.
All files must be in CSV format. You can additionally upload the feed as an archive in GZ or ZIP formats.
The first line always contains the column names, and all the following lines contain information about the promotional offer. The data should be saved in UTF-8 encoding. Do not use commas in the text, since the comma is the cell separator of the table in CSV.