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

  1. **Sitelinks** — each with UTM and its own title.
  2. **Callouts** — 4–6 facts, no fluff.
  3. **Promotion** — if there is a real offer with end date.
  4. **Images** — for mobile SERP, 1:1 square, no tiny text.
  5. **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](/en/articles/nastrojka-yandeks-direkt)

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.