Managing campaigns with XLS and XLSX files

The campaign management interface allows you to edit existing campaigns and create new ones using Microsoft Excel (both XLS and XLSX file formats). When working with files, you can edit ads, keywords, bids, geotargeting, contact information, and add and edit common negative keywords to campaigns, ads and ad groups. You can also specify a common region and a common vCard that you wish to apply to the whole campaign.

To edit an existing campaign, you first need to download the campaign from our site in XLS or XLSX format. After making the necessary changes, upload the file to the original campaign.

When creating a new campaign, it's strongly recommended that you use the file template that is available from the Upload from XLS/XLSX tab.

On the History tab you will find the lists of uploaded and downloaded files, along with the file operation date and the number of the uploaded/downloaded campaign.

This feature only works with XLS and XLSX file formats. The Yandex.Direct interface does not currently support XLSM, XLSB, or other such formats.

Downloading a campaign file

To get a campaign data file, go to the Download to XLS/XLSX tab on the Managing campaigns with XLS/XLSX page. When downloading the ad campaign, check the Temporarily block campaign editing after download option to prevent changes to ads and parameters, and also to keep other XLS or XLSX files from being uploaded to the campaign. You will still be able to edit bids on the campaign page. If necessary you can manually remove the campaign block on the campaigns page.

File layout

The xls template file is formatted as follows:

  1. The “Texts” tab, where your advertising campaign info is uploaded.

  2. The “Contact information” tab contains a vCard (if all your ads have the same vCard).

  3. The “Regions” tab containing the list of regions for setting geotargeting.

  4. The “Dictionary of Field Values” tab contains the list of allowed field values.

Uploading a campaign from a file

Upload the modified file to the campaign in the Upload from XSL/XLSX tab. The file should be formatted in the exact same way as the original.

To add an ad to an existing campaign, select Add to an existing campaign. To add an ad to a new campaign, select Create new campaign.

You should fill out all fields in the file, apart from “Header Length”, “Text Length”, “Ad Status” and “Phrase Status”. If you are uploading a campaign of the Ads for Mobile Apps type, you do not need to fill out the “Mobile ad”, “Link”, “Header” or “Sitelink addresses” fields.

If an error occurs in one or more lines in the file during uploading, then none of the data from the file will be uploaded to the system. After making the relevant corrections to the file you will need to upload it again.

If no errors occur during the upload process your campaign will be automatically blocked for five minutes so changes cannot be made. If you don't click on continue or cancel during this time, the block will be removed after this time. You will not be able to continue the import if you choose to remove the block manually. If your campaign is currently blocked you cannot upload another XLS file.

  • Any information deleted from the original file will be deleted from the ad system once the file is uploaded. If you upload ads you've already created from one campaign to another, the ad system will duplicate them.

  • If the file is uploaded to a new campaign, the number of ads that will be created will be the same as the number of the unique rows in the spreadsheet (title, text, link).

  • If all parameters are identical in a number of lines (excluding the keywords), then all these lines will be combined into a single ad. The specified keywords will be added to the group of ads.

Field features

When downloading and uploading a file, please note the features of certain fields:

  • Ad status

    When downloading to a file, this field displays the ad status: active, stopped, archive, or draft. If the field is empty, then this ad's status is undefined or it has been rejected.

    This field must not be filled out when editing the file. The value of this field is for information purposes only. If you add a new ad, the “Ad status” field must remain empty.

  • Negative keywords in a campaign

    Negative keywords for the entire advertising campaign will be added to the field. Negative keywords are separated with commas, and you can write them with or without -.

    The number of words for one keyword cannot exceed seven. The maximum number of characters allowed is 20,000.

  • Additional group ad

    The impression parameters and the keywords for the ad group are only filled out for the group’s main ad. It is marked with the - symbol in the “Additional group ad” field.

    The other ads in the group are marked in the field with the + symbol and only their fields with individual ad settings can be edited. For example: the heading, the text, the site address, sitelinks.

    For all additional ads, the following fields are not filled in: Phrase ID, phrase, region, bid, bid in the ad networks, and tags.

  • Group name

    The ad group will appear in the interface under this name. The name is not the group ID and it can be edited at any time.

  • Group ID, Phrase ID, Ad ID

    When editing the file, these fields should not be modified. If these fields are deleted, then new groups (ads, keywords) will be created in the existing campaign and the old ones will be deleted.

  • Group index number (optional)

    The numbered ads will be displayed in the interface in descending order, while the unnumbered groups will be positioned at the bottom of the list.

    If the ads do not belong to any of the numbered groups, then all ads will be combined into one group. If there are more than 50 such ads, they will be divided into several groups.

  • “Rarely served” (optional)

    Ad groups marked Rarely served means that they have low search traffic or that their ads aren't being served at all.

    You cannot edit this field or fill it out when adding a new group.

  • Keywords

    Only the line in the field with the main ad of the group is filled in. The length of a keyword cannot exceed 4096 characters (including negative keywords). The number of keywords per group cannot exceed 200. Each keyword can contain a maximum of 7 words.

    Apart from keywords, you can also specify target audiences in the “Audience: target audience name”. If you use XLS, you can only add conditions which already exist in the account.

  • Display link (optional field)

    The address of the site page shown in the ad. This field can't contain symbols, other than -, , /, %, “#” .

    This field is completed only when loading “Text & image ad” campaigns.

  • Region

    Only the line in the field with the main ad of the group is filled in.

    You can find the list of regions that you can specify for geotargeting on the “Regions” tab in the file template.

    Priority is given to the regions, which are provided on the file loading page (check Select region for all uploaded ads). In this case, the regions provided in the file are not considered.


    The format of the regions in the file: “Russia, -South, -Center” is different from the output format of the regions in the Direct interface: “Russia (excluding, South, Center)”.

    If the region name is typed incorrectly, then the file import will not be successful.

  • Bid in the ad networks

    Only the line in the field with the main ad of the group is filled in.

    The bid values in this column will be ignored if:

    • an automatic strategy is enabled

    • a manual strategy is enabled with only impressions in search selected

    • a manual strategy is enabled, impressions "On all sites" is selected, and bid management for search and ad networks are not separated

    In other cases:

    • when search impresions are enabled, the Bid and Bid in networks columns must be completed

    • when search impressions are disabled, the Bid column must be empty

    • if the Bid in networks column is empty, the same bids as the ones for the search will be used

  • Contacts

    The + sign in the “Contacts” field is placed next to all ads with the same vCard. Contact information for these vCards is placed in the “Contact information” tab.

    The - sign next to an ad means that it contains no contact information. When editing a file add a - symbol if you want to delete a previously completed vCard from an ad.

    If the campaign has ads with various vCards, then the “Contacts” field in these ads remains blank upon downloading. If, during editing, you want to leave the vCard in the campaign unchanged, just leave the “Contacts” field blank.

  • Phrase status (optional)

    The value of this field is for information purposes only. This field may not be edited. If you add a new phrase, the “Phrase status” field must remain empty.

  • Sitelink titles (optional)

    When filling in this field, the titles must be separated with a sequence of || signs.

  • Sitelink addresses (optional)

    When filling in this field, you have to separate addresses with a sequence of || signs. Don't fill out this field when uploading “Ads for Mobile Apps” campaigns.

  • Sitelink descriptions (optional)

    When filling in this field, you should separate descriptions with a sequence of || signs. Don't fill out this field when uploading “Ads for Mobile Apps” campaigns.

  • Parameter 1 and Parameter 2 (optional)

    The data values of the fields for the current phrase will be pasted into the links instead of {param1} and {param2}.

  • Tags (optional)

    Only the line in the field with the main ad of the group is filled in. This box must have the same tags for different keywords in the same group.

    When entering tags, separate them with commas. The maximum number of characters is 25 per tag.

  • Image (required for image ads)

    Add a link to the image. Images are always displayed for image ads and may display for text-image ads in the YAN and ad exchanges. Image requirements depend on the ad type.

    • maximum file size: 10 MB

    • image format: JPG, PNG, or GIF. If you upload an animated GIF image, then only the first frame is saved

    • image size:

      • standard — from 450 to 5000 pixels on each side

      • wide-format — from 1080 × 607 to 5000 × 2812 pixels

    If the file size, format, or a link to it does not meet the requirements, the image or creative will not be added to the ads and you will see the status message “Image loading error” on the Upload history tab. This page also contains a link where you can download an error report.

  • Callouts (optional)

    When filling in this field, the callouts must be separated with a sequence of || signs. The number of characters in each callout should not be more than 25 (including spaces).

    Don't fill out this field when uploading “Ads for Mobile Apps” campaigns.

  • Negative keywords in group (optional)

    Common negative keywords are added to this field for an ad group. Negative keywords are separated with commas, and you can write them with or without “-”. The number of words for one keyword cannot exceed seven.

    It is not necessary to specify negative keywords for each phrase of a particular group – it’s enough to write them just once. Moreover, if different negative keywords are specified in different rows of the same group, then they will be merged when the file is uploaded.

  • Campaign type, Ad type, Device type, Connection type, OS version

    You can find the list of valid names that can be entered in the corresponding field in the “Dictionary of Field Values” tab in the sample file.

  • Mobile ad, Link, Header

    Do not fill out this field when uploading “Ads for Mobile Apps” campaigns.


The campaign management interface for XLS/XLSX files is free to use. However, due to the technical nature of Yandex.Direct, the quantity and type of editing functions available, and the number of amendments that can be made in a 24-hour period depends on the number of points on your account. Your balance is recalculated every 24 hours. All points not used up in the past day are “removed”.

The number of available points depends on a great number of factors, mainly:

  • the number of ads rejected during moderation

  • the number of phrases disabled due to a low CTR

  • the average CTR of the advertising campaign

  • the average budget of the advertising campaign

The number of points used for one loading is displayed on the loading confirmation page. The points are deducted only if data is successfully imported. If there are errors during loading, the points are not deducted.

“Cost” of changes:

  • creating a new ad: 12 points

  • editing an ad: 4 points

  • adding a new phrase: 2 points

  • editing a phrase: 1 point

Yandex reserves the right to suspend access to campaign management by XLS/XLSX for some users without explanation.