How many characters should be in the Yandex.Direct title

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Yandex has warned advertisers that the second headline may not be displayed and that this depends on the area the message occupies on the display. Requirements for the ad have also been developed:

it can occupy up to 517 pixels;

If the width of the headings is greater than this number, the audience will not see the second heading;

The allowed number of pixels increases merchant cash advance email marketing if the ad has backlighting.

Recently, questions like: "Why do some companies have very large headings in Yandex.Direct?", "How can I make text in an ad instead of a website URL?" are increasingly being asked. It is quite easy to do this. You just need to use the "Substitute part of the text in the ad title" function.

How many characters should be in the Yandex.Direct title

Source: MchlSkhrv/ shutterstock.com

Let's take a closer look at how this service works.

As noted earlier, the number of characters in the title in Yandex.Direct should be no more than 33, in the text - no more than 75.

Using the "Substitute part of the text into the ad title" function, you can increase the number of characters to 56 by using characters from the text.

It works like this:

The system analyzes the text of the ad, finds the first sentence, and in it, a set of words up to the first punctuation mark.

If the number of characters in the title and the first sentence of the text does not exceed 56, the sentence is moved to the title.

If the sum exceeds 56 characters, the sentence is not transferred. Instead, the system inserts the website address at the end of the title. The sum of the characters in the title and the website address must not exceed 56 characters.

If the sum of the title and website address is more than 56 characters, nothing is transferred.

Thus, if you want the title to be larger, the ad text must begin with a phrase that will then complement the title. The main thing is to fit into 56 characters. The function is active by default. If you do not need the service, you can disable it by going to the advertising campaign parameters, and then to the "Advanced settings" section.

How to use the function of substituting part of the text in the Yandex.Direct title
The service is active only for search advertising. It is very effective, because headlines are read more often than the main text of the ad. With its help, you can significantly increase the CTR.

The function is used to:

supplement the product description with important details that could influence the purchasing decision;

duplicate the request in the title to increase the emphasis on it;

enter the name of a company or brand if there weren't enough characters to do so before;

construct original word constructions that exceed 33 characters.

There are many options for use, and the funniest thing is that not all advertisers resort to this service.