Why is search advertising more effective than YAN?

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In the life of every company that actively uses contextual advertising, there comes a time when you want to try other communication channels. Usually, the expansion of communication begins with YAN - Yandex advertising network. However, YAN will not be equally effective for everyone.
Search advertising responds to the query “right now”, which increases conversion. This is especially relevant for areas that provide urgent services. Usually, a user turns to search advertising if he needs a service immediately or in the very near future.
Search advertising responds to the query “right now”, which increases conversion. This is especially relevant for areas that provide urgent services. Usually, a user turns to search advertising if he needs a service immediately or in the very near future.
Search advertising responds to the query “right now”, which increases conversion. This is especially relevant for areas that provide urgent services. Usually, a user turns to search advertising if he needs a service immediately or in the very near future.
Dentistry, tow trucks, services in case of accidents, fast paperwork - a person needs a service now, not in a few days. He does not study other options, but clicks on the first or second ad. Conversion to a deal soars several times.


Traffic in YAN is much “colder”. Users who see ads in YAN are not going to buy anything right now. They are interested in your product or service, but for a certain period of time.
Traffic in YAN is much “colder”. Users who see ads in philippines mobile database YAN are not going to buy anything right now. They are interested in your product or service, but for a certain period of time.
Traffic in YAN is much “colder”. Users who see ads in YAN are not going to buy anything right now. They are interested in your product or service, but for a certain period of time.
YAN shows itself well in advertising for b2b companies - it helps to solve a long transaction cycle and slowly but surely "warms up" the client. In b2c it is useful for goods of regular use (pet food, diapers, personal hygiene - a person is constantly searching) and for large purchases: real estate, cars.
Plus, advertising in YAN is often the only way out with a limited budget.


It is also the main remarketing tool. There is remarketing on search, but there will be significantly fewer impressions and clicks.
In YAN, the audience is more diffuse. We can generalize and write that YAN is more of a coverage story, while search is a pinpoint one.
In YAN, the audience is more diffuse. We can generalize and write that YAN is more of a coverage story, while search is a pinpoint one.
In YAN, the audience is more diffuse. We can generalize and write that YAN is more of a coverage story, while search is a pinpoint one.
For the same budget, you can attract 10 users through YAN, and only 3 through search, but the quality of these users will be strikingly different.

It's all about queries. In search, you can set up advertising for an audience that is interested in narrow queries. It is only possible to attract a visitor to a site by the query "buy a green umbrella in Zelenograd" in search.