Yandex Direct 2025: useful new features for businesses
Yandex Direct evolves with digital marketing, adding advertiser tools each year. Here are the features expected in 2025.
AI supporting advertising
AI will become more prominent in Yandex Direct in 2025, enabling:
- Automate ad creation: AI can generate ad copy using relevant keywords and audience characteristics.
- Optimise bids in real time: Machine learning automatically adjusts bids to improve campaign performance.
- Personalise advertising messages: AI can tailor ads to individual search histories and interests.
Expanded targeting capabilities
Yandex Direct targeting will become more flexible and precise:
- Target people by online actions: For example, show ads to people recently researching a product or service.
- Use behavioural data from Yandex partner websites: This improves understanding of interests and campaign relevance.
- Target defined demographic characteristics: Use age, gender, interests and income to build more precise segments.
New advertising formats
New Yandex Direct formats in 2025 will offer additional ways to improve advertising:
- Text-and-image ads with additional functions: Add reviews, ratings, buttons and other elements.
- Interactive video ads: Users can follow links or comment within video ads.
- Dynamic ads with automatically updated information: Ads update as stock and prices change.
Integration with Yandex services
Closer integration with other Yandex services will enable more connected campaigns, including using Yandex Metrica data for targeting and optimisation.
Conclusion
Yandex Direct remains a strong tool for acquisition and awareness. Continued development gives businesses new ways to work towards their goals.
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