If you regularly launch media campaigns, you constantly need dozens or even hundreds of new images. In this article, we will tell you how to select clickable images that How to choose images also meet the requirements of advertising systems.
Types of ads with images in Yandex
Yandex Direct has the following types of ads with images:
- text and graphic advertisements;
- graphic ads;
- media banners;
- smart banners;
- banners on search.
Let’s focus on the two most frequently used types – text-graphic and media.
Text and graphic ads
They are the most universal and easy-to-set-up type of graphic ads. The advertiser writes the text and uploads the image, and when the ads are displayed, they automatically adjust to the available blocks on partner sites – they change size and appearance.
Below are examples of contextual ads on YAN sites. How to choose images The ad type and size changes depending on which part of the page the ad is shown: in the sidebar, between paragraphs, under the header or above the footer.
- Direct horizontal contextual ad:
- Direct vertical contextual ad:
Text and image ads contain the same elements as text ads: titles, descriptions, quick links, and callouts. Not all of these elements are displayed in every impression — some may be missing depending on the format. Fill in all possible fields to convey more useful information.
Display Ads How to choose images
Includes the following formats:
- banner to the right of Yandex search results, mini and premium formats available;
- banner under the search bar on the ya.ru page;
- banners in Yandex services – Weather, Mail, Games, Pictures, TV programs, Translator, Auto.ru, Kinopoisk, Music, Poster, Video, Edadile.
Advertising banner in Yandex Afisha service
- premium billboard – takes up the entire width of the screen, placed in the header of Yandex services and partners.
Premium billboard in Yandex Music service
When launching media formats, the advertiser configures campaign parameters, specifies audience characteristics and uploads creatives.
Unlike text and graphic ads, in media formats there is no need to separately indicate the title and description of the ads; all the necessary information is placed on the banner.
Banners can be dynamic and static, adapt to the screens of users’ devices or not change their size. It all depends on the chosen format.
How to choose images for How to choose imagescontextual advertising: basic principles
An attractive image increases the clickability of an ad. Of course, everyone has their own concept of beauty, and you can’t please everyone. But it’s worth following a few basic principles:
- Quality.
- Relevance.
- Metaphors as a tool.
- Persons and characters.
- Contrast and recognition.
- Variety.
File quality is also a sign of beauty
The image must be clear. Any ripples, blurriness, defocus, niue business email list distortion of proportions and other interference create an unpleasant impression and affect the CTR.
The image resolution must allow it to be scaled to all advertising module formats, so it must be prepared for the maximum required photo size.
Not familiar with the art of photography? Use the manufacturer’s photos
Amateur photos “on a phone” are certainly trendy now. But they are good for social networks, and even then – not for every account. It is better to do product photography professionally. It is not necessary to order photos of all products from an expensive photographer. But you need to set up good lighting and take contrasting, undistorted images of your products. If this is not possible, use a photo of the manufacturer.
Matching the search query and the advertising campaign objective
The picture should not be misleading. Its purpose is to submit your busins to online directori like illustrate the subject of the advertisement. Any declared materials, models, characteristics should not be replaced by alternative ones: wooden houses remain made of wood, patchwork tiles are not replaced by mosaics, and so on.
Two chairs for the price of one? Reflect this in the illustration
If your goal is to popularize the brand, you can make its logo part of the composition (but no more than 20% of the total image area).
Metaphors and associations – what to do if there is no specific object
The task of selecting images for advertising services is more difficult. In this case, you can show a process, result or associative picture: a flying plane – for ordering airline clean email tickets, brushes and paints – for a drawing course, a group of children – for a development club, a crowd of clients – for promotion services. For completely abstract services, you can choose some metaphor and “hold” it constantly, using different images.
For example, growth charts are often used for internet marketing services.
Lifehack: If you use metaphorical images that are difficult to directly associate with the brand, use brand book elements to increase recognition. For example, always add a background in the corporate color, a fragment of the logo or a mascot (character) of your brand.