The meaning of several ads in a direct group?

Question

contextual advertising

Greetings!

I looked in the ad settings in the direct, but did not find the opportunity to specify the keys for each of the ads, similarly with geotargeting. At the same time, in the group above (in which the real ad is located) - you can specify these parameters.

Okay, I created several ads with different title, text, picture, etc. in this group. Which ad will be shown in an ad if they have the same keywords and geotargeting?

In this regard, a logical question arises - why create several different ads in a group, if the keys and geotargeting for each of the ads are the same?

Answer 1

By placing several variants of ads in one ad group, you give Yandex the opportunity to choose the most clickable variant of them.
First, Yandex shows all ads in the group one by one, and after accumulating statistics, it starts showing the most clickable option more often.
This way you get an average higher CTR, more clicks for the same number of impressions and, in the case of search, a lower cost per click.

Answer 2

In essence, you are doing an A / B test - determining which ad will work best

Answer 3

The second answer seems to be the answer, but in fact it says that there really is no point in making several declarations. For example, in a text-graphic ad in Yandex.Direct, it makes no sense to collect CTR, why do we need this indicator if it does not give us anything other than understanding the quality of the ad. Change the headings, text, keywords and everything will be decided by itself. Moreover, an increase in clicks will not reduce your cost due to the fact that there will be more clicks and the price will decrease. The cost will remain plus or minus within the same limits. If earlier there were fewer clicks and you spent one hundred rubles per click, but now there are, for example, 5 to 20 rubles of clicks and the expense remains the same with the same chances of conversion and closing the sale. Therefore, my conclusion is to make one ad but qualitatively than to make 10 identical ads with different headings. A / B test can be done this way, but again, it will not work for all formats. In any with pictures, yes, in text graphics it does not make sense. Since people won't read your ad text much, they'll just look at the headline and search for the rest of the site.