Yandex search ads are the first thing someone sees after typing a query. Headline, description, sitelinks, and callouts decide click or scroll. Good semantics with weak copy loses to a competitor with a clear offer and relevant page.
NUGU is a digital agency in Sochi. We write ads per keyword group and verify landing alignment: what Direct promises — same on the first screen of the site.
Search Ad Anatomy
Headline 1 and 2 — up to 56 characters each. Main offer + geo or price.
Ad text — up to 81 characters. Benefit, timeline, trust trigger.
Display URL — readable path: site.ru/sochi/website.
Sitelinks — 4–8 items: services, pricing, cases, contacts.
Callouts — short facts: “Free brief”, “Delivery from 7 days”, “Work across Russia”.
Business card — address, phone, hours (for local business).
Headline Formulas
| Formula | Example |
|---|---|
| Service + city + price | Business website in Sochi — from 50,000 ₽ |
| Service + timeline | Landing turnkey — 7 days, Quick Start |
| Pain + solution | Site brings no leads? Rebuild for Direct |
| Query + difference | Website development — Next.js, SEO included |
Put the group keyword in one headline. Do not duplicate the same text across all campaign ads.
Keyword and Landing Alignment
Rule 1 group = 1 intent = 1 URL (or very close variants):
- “order website sochi” → “Website in Sochi” service page;
- “landing for ads” → landing for advertising, not homepage;
- “corporate website price” → block with pricing and form.
Mismatch hits Quality Score, CR, and budget. More in Yandex context advertising.
Extensions: Fill These
- Sitelinks — each with UTM and its own title.
- Callouts — 4–6 facts, no fluff.
- Promotion — if there is a real offer with end date.
- Images — for mobile SERP, 1:1 square, no tiny text.
- Site markup — sometimes pulls extra info.
Empty extensions — wasted SERP space.
A/B Testing Ads
Change one element at a time:
- test A: price in headline vs test B: timeline in headline;
- minimum 100–200 impressions per variant before conclusions;
- disable loser when CTR gap > 20% with enough volume.
Do not test 10 ads on a group with 50 clicks per month — not enough data.
Negative Keywords and Ads
Ads attract the click; negatives filter junk before the click. Minus lists at campaign and group level; update from “Search queries” report weekly in month one.
Example negatives for services: “free”, “diy”, “vacancy”, “download”, “essay”.
Common Mistakes
- ALL CAPS and !!! — hurts trust, may break rules.
- Promise not on page — “in 3 days” when minimum is 7.
- All groups to homepage — user wants specifics.
- One text for 50 keywords — low relevance.
- No mobile landing — high CTR, zero CR.
Link to Direct Setup
Ads are part of structure:
Campaign (search)
└── Group (intent)
├── Keywords
├── 2–3 ads
├── Landing URL
└── Extensions
Autotargeting and “text optimization” — only after manual base and first conversions.
GEO in Ad Copy
For local business put city in headline and business card. On landing — same numbers and wording as in ads. AI search and users must not see contradictions. NUGU syncs site copy and search ads when launching site before Direct.
Cost
- Copy and search campaign setup — part of Direct management;
- landing for semantics — from 30,000 ₽;
- service website — from 50,000 ₽.
Contacts, services, portfolio.
Ad Checklist
- Keyword in headline, offer clear in 2 seconds.
- 2–3 ads per group.
- Sitelinks and callouts filled.
- URL matches group intent.
- UTM on all links.
- Landing first screen = ad promise.
- Weekly CTR and CR report by ad.
Yandex search ads are a living document. Update copy by season, promos, and report data — not once a year.