Search Banner

A search banner is an advertising format displayed on a search engine results page (e.g., in Yandex or Google) that combines graphics, text, and a link to the advertiser’s website. Unlike a standard text ad, a search banner grabs attention visually and occupies a prominent position at the top of search results.

What is a Search Banner?

A search banner is a graphic advertisement shown when a user enters specific search queries. The format combines the advantages of contextual advertising (relevance to the query) and display advertising (high visibility and visual impact).

For example:
A user enters the query “buy iPhone 15” and sees a banner from Apple at the top of the search page with an image of the smartphone, a “Learn More” button, and a link to the official website.

Where is a Search Banner Displayed?

• In Yandex.Direct — Placed at the top of the search results page, sometimes above or to the side of the results.
• In Google Ads — Used in the form of responsive display ads, less commonly as a separate format (primarily in the Display Network).
  This type of banner is only visible for search queries on targeted keywords related to the product or brand.

How a Search Banner Works

1. A user enters a search query.
2. The advertising system analyzes it and compares it with the keywords of advertising campaigns.
3. If the query is relevant, a banner with graphics, text, and a link appears on the screen.
4. When clicked, the user is taken to the advertiser’s website, landing page, or specific product page.

Why Use a Search Banner?

• Increases Brand Awareness. Bright images and logos make the brand more memorable.
• Grabs Attention. The visual format stands out among text ads and organic results.
• Suitable for Promoting New Products. Can convey a creative message about a launch, promotion, or special offer.
• Boosts CTR and Conversion. Users click more often on visually appealing ads.
• Secures Brand Positions. The banner can be shown for queries containing the company name or competitors’ names.

Search Banner Formats (Yandex Example)

• Search Banner (Баннер на поиске — БПС)
  • Placement: Search results page.
  • Size: 728×90 px (desktop), 300×250 px (mobile version).
  • Composition: Image, logo, text, and a call-to-action button.
  • Displayed for: Branded and competitive queries.
• Brand Zone (Брендовая полоса)
  • An extended format including background, logo, and a link.
  • Displayed above search results.
  • Suitable for major brands and campaigns with broad reach goals.

Advantages of Search Banners

• Maximum Visibility. Positioned above organic and text ads.
• Visual Impact. User sees the brand, product, and offer in a graphic format.
• Precise Targeting. Shown only for relevant queries.
• Image Effect. Creates an impression of the brand being “everywhere” and builds trust.
• Format Flexibility. Can use images, animation, video, interactive elements.

Disadvantages

• High Cost. The cost per impression (CPM) or click (CPC) is significantly higher than for text ads.
• Limited Available Space. Only one banner is typically available per search page, often leading to an auction model.
• Less Suitable for Small Businesses. Most effective for brands with high recognition or wide reach.

Example

• Query: “OSAGO insurance online”
• Banner: Image of a car, insurance company logo, “Apply in 5 minutes” button.
• Result: Banner CTR — 8.4% (vs. 3.1% for a regular text ad), increase in inquiries by 27%.

How to Launch a Search Banner

1. Create the Creative. Prepare a banner of the required format (728×90 px, 300×250 px, etc.), optimized for mobile devices.
2. Set Up a Campaign in Yandex.Direct or Google Ads. Choose the campaign type “Search Banner” or “Display Ads in Search.”
3. Add Keywords. Specify branded and target queries for which the banner will be shown.
4. Configure Targeting. Set geography, display times, devices, and audience.
5. Submit for Moderation. Ensure compliance with the advertising platform’s requirements (text, logos, brands).

Banner Requirements (Yandex.Direct)

• Image Format: JPEG, PNG, or GIF (up to 150 KB).
• Resolution: 728×90 px or 300×250 px.
• Brand Logo: Mandatory.
• Text: Up to 60 characters.
• Link: Must lead to a relevant page.

Summary

A search banner is a powerful tool for branding and capturing attention, combining the precision of contextual advertising with the vibrancy of a visual format.
It helps increase CTR, strengthen brand positioning, and stand out from competitors directly on the search page.
This format is especially effective for:

• Brands with high recognition.
• Promoting new products and promotions.
• Campaigns aimed at enhancing brand image and loyalty.
  A search banner is not just an advertisement, but a brand’s visual presence at the moment of active demand.