Yandex.Direct and Google Ads are two of the most effective platforms for placing contextual ads. Using them, you can adjust ad impressions to specific groups of users, based on their GEO, age, interests and other parameters. But, for advertisers, these systems establish certain restrictions in terms of ads. Which ones – read on.
Text limits in Ads and Direct
After opening an advertising cabinet and before launching a new campaign, you must first create a group of ads for that campaign. Then, for each group, you need to select the appropriate queries (keywords). And then, on the basis of these keywords, develop ad texts.
For better understanding, let’s look at an example. So, there is a company that is engaged in plastering walls in the premises of different purposes (residential and non-residential). This company has its own website and its administration decides to run contextual advertising. In this situation, a single advertising campaign is created in which there will be several groups of ads, depending on the type of premises where the walls need to be plastered:
- apartments;
- houses;
- offices;
- shopping centers;
- Etc.
And each of these groups will have their own unique queries – e.g., “plastering walls in the apartment,” “plastering walls in the office,” etc.
Moving on. Text is the basis of any contextual ad. The first impression a potential client has of a company and its services depends on it. And in both advertising networks, in terms of search engine rules and marketing, there are specific requirements for ad texts:
- must be relevant (match) users’ requests;
- should draw attention to themselves, but not mislead the user;
- must contain a call to action.
Regarding the rules. In contextual ads, it is forbidden to use words consisting only of capital letters. Also, you can not abuse punctuation, grammatical errors, typos. There must be at least 2 ads in each ad group. and now for more details.
Yandex restrictions for ad texts
Yandex (Yandex Advertising Network) restricts advertisers in terms of ad texts as follows:
- The first headline must include no more than 35 characters including spaces.
- The second headline by characters (also including spaces) should not exceed 30 characters.
- The overall text (description) can be a maximum of 81 characters long.
Google’s Limitations on Text for Advertising
Google Ads offers advertisers more options in terms of ad design. In this system, the character limits are as follows:
- The first 3 headlines must include a maximum of 30 characters including spaces.
- The 2 descriptions must be 90 characters long with spaces (no more).
- Path 1 and Path 2 must not exceed 15 characters including spaces.
Path in Google Ads is a field located between the description and the title. It is an optional box that is added to the landing page link and helps the reader navigate the ad – in other words, it helps them understand where they are going once they click the link.
Ads restrictions for display on mobile devices
These limits should be considered separately. The fact is that the Google search engine is very well “tuned” for mobile gadgets, and this also applies to contextual advertising. In principle, the limits for mobile ads are no different from the limits for desktop advertising. But the advertiser must keep in mind all the subtleties of displaying ads on the small displays of smartphones and tablets.
In other words, if the advertising campaign is launched for mobile platforms, the texts should be drafted in such a way that they maximally attracted the attention of users and provoked to make a click on the advertising link. In other words, ads should be as short, clear and easy to understand as possible.
Money limits in Directa
Using Yandex.Direkt, you need to remember about the limitations on the advertising budgets allocated. Here they depend on the type of strategy chosen – daily or weekly. For example, restrictions on money in Directa are valid for all types of impressions, except for the weekly. And as soon as the advertiser’s account has no money left, the display ads will simply stop. In relation to the weekly strategy – there are also limits, but they are quite logically written for each week of impressions.
There are 2 options to indirectly influence the ad money budget you spend – choose one of the ad impression models:
- Standard. Implies broadcasting ads as often as possible – until the entire budget is spent. After the balance is zero, displays will stop.
- Distributed. Advertising is broadcast to users evenly – throughout the day. The system automatically distributes impressions and at certain moments suspends and then restarts the campaign. Minus of this model – the time of displays is determined by the system automatically.
Money limits in Google
In Google Ads, you can set up money limits only for the day. There are no weekly or monthly limits, but you can calculate them simply by multiplying your daily money expenditure by 30.4.
As in the previous case, Ads allows you to choose ad display patterns:
- Accelerated. Ads will be broadcast as long as there is money on the account.
- Standard. Shows are optimally distributed per day, depending on the set budget.
A significant disadvantage of Google Ads is that the daily limit set by the advertiser can be exceeded by 2 times (it is necessary for traffic optimization). The jeta function is not disabled and as a result – during the increase in demand the daily limits will increase, and during the days of falling demand – the money will remain unspent (and this allows you to compensate some of the money that was spent during the days of high demand).
Conclusions
It is logical that if not limits, instead of advertising search engine results, we would have seen a “vinaigrette” of ads of different formats (as each advertiser would have used the most sophisticated methods for allocation against the background of competitors). Some people may find the restrictions excessive (and it is reported in terms of budget), but there is nothing you can do – you have to fully adjust to the rules of advertising networks, because the content is still one of the most effective sources of traffic.