How do Promo Pages work?

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PromoPages advertising in banner format is shown in the Yandex Advertising Network (YAN), the Zen feed, and in mobile applications. The user clicks on the banner and goes to an article about the product. In addition to text, the material may contain images, videos, and a call-to-action button. After reading the article, the user goes to the company's website. The picture from the official PromoPages blog schematically shows how it works.

How PromoPages Work
Promo Pages can be used throughout the entire sales funnel: from the stage of getting to know the product to completing the target action and conversion.

Let's look at this in more detail using the example of a standard marketing funnel: acquaintance → interest-desire → action.

Introduction . This task is performed by a banner, the placement of which is selected by the advertising algorithm from more than 50,000 available sites. The user learns about the product.
Interest . The advantage of PromoPages is a long time of contact with the user. He reads the article, on average, for at least two minutes . During this time, a well-structured and written text can increase motivation to buy and convey a unique selling proposition (USP).
The main feature of PromoPages is the native advertising format. The site publishes articles useful for the target audience with appropriate integrations of goods or services. For example, the electronics store DNS released material on how to choose the right TV . The company explained important criteria using the example of models from the brand from its catalog in order to promote them.

The text formatting also plays an important role – the article should be structured so that it is easy to read. The PromoPages editor has all the necessary tools:

headings,
subheadings,
paragraphing,
lists,
quotes,
inserting pictures.
You can supplement the text with widgets with music and podcasts, movie cards, points and routes on Yandex Maps, surveys, lead forms. Use any techniques to keep the user's attention.

Screenshot of the article with the test
For example, Synergetic published an article with a test created through Yandex.Forms. The reader can choose the right shampoo for their hair type
Desire. The amount of text on the page allows you to tell the advantages of line database the user as much useful and expert information about a product or service as possible. For example, details and additional benefits that do not fit into regular advertising. You can explain the nuances of a complex product and thereby actualize the client's need. Do not forget that Promo Pages are placed through the Yandex Direct system, and the same requirements and restrictions apply to their content as to other advertising materials.
Action. Scroll2Site technology provides a seamless transition to the company's website. The user reaches the end of the article and sees a message that if he continues scrolling, he will end up on the company's website. According to official statistics , 40% of those who read to the end go there.
PromoPages cases show that the format helps solve a wide variety of business problems. For example, a large bank increased the number of deferred conversions. An educational platform attracted inexpensive, high-quality traffic and reduced the registration price compared to targeted advertising.

Also, Promo Pages work for businesses of different sizes. For example, a private craftsman who creates custom watches from Soviet indicator lamps warms up the audience and gets profitable leads. The potential audience reach, according to official data , is more than 70 million users daily.