How to launch a campaign

Click Add → Campaign. Select Expert mode → Reach campaigns → Banners.

Step 1. Configure campaign parameters

1. Name the campaign and enter a link to the site. Yandex Direct automatically finds the Yandex Metrica tags installed on your site.

2. Select an ad strategy. We recommend automatic strategies:

   • Decrease cost of repeat impressions to launch new products and services on the market.

   • Maximum impressions at minimal cost to promote products and services with a target audience.

   • Increase search volume on Yandex to make your display ads increase the share of search queries mentioning your brand and its products. You can create a campaign with this strategy only when you launch a Search Lift survey.

   • Increase site visits to make your display ads generate more site sessions. You can create a campaign with this strategy only when you launch a Visit Lift survey.

   • Increase site conversions to make your display ads generate more on-site conversions. You can create a campaign with this strategy only when you launch a Target Lift survey.

   • Increase brand metrics^β to make your display ads stimulate growth in brand metrics. You can create a campaign with this strategy only when there is a new Brand Lift survey linked to the campaign.

   Specify the budget distribution period (a custom period or week), budget, and the average CPM.

3. Goals from your Yandex Metrica tags automatically appear under Conversions. If needed, edit the list of auto-selected goals: delete the ones you don't need or add new goals. If the tags don't have any goals, the service will suggest adding them in Yandex Metrica.

4. Set the campaign period, time targeting, and the impression frequency limit.

5. If the campaign meets the Brand Lift, Search Lift, Visit Lift, or Target Lift criteria, run the surveys.

Step 2. Set up your target audience

1. Select the display regions.

2. Select the impression criteria. You cannot change the type of impression criteria after you save the ad group.

   • A user profile consists of the cumulative characteristics of the users that you want to serve your ads to. These include gender, age, and online interests. Determine what your particular audience looks like and create a profile based on that data.

   • Genres and categories: Serve ads on the Yandex Advertising Network sites in the selected categories. For example, an ad for skiing equipment can be displayed on a page about sports and active holidays.

   • Keywords: Specify keywords that define the relevant site category in the Yandex Advertising Network and user interests. For example, a banner advertising a new tour to Mars might be displayed on a page about traveling, or shown to a user who is interested in flights to Mars.

3. Add adjustments.

4. Check how many users may see ads from a particular group using the reach forecast.

Step 3. Set up the ad

1. Upload the ad creative from your computer or create one in Ad Builder. You can use an HTML5 banner or image file as a creative.

   To pass moderation, creatives must meet the requirements.

   Upload from computer

   Create using Ad Builder

   You can add multiple ads to an ad group, with each ad corresponding to a single creative.

   An ad creative uploaded from a computer must meet the technical requirements:

   • Maximum file size: 512 KB.

   • File type:

     • ZIP (for HTML5 banners). Technical requirements for HTML5 banners.
     • JPG, PNG, or GIF (for image creatives).

   • The size of an HTML5 banner must exactly match the size of the ad unit (see the table). The size of an image creative in pixels can be two or three times larger.

     Size of an ad unit in pixels	Recommended sizes of image creatives served on screens with a high pixel density
     160 × 600	320 × 1200 or 480 × 1800
     240 × 400	480 × 800 or 720 × 1200
     240 × 600	480 × 1200 or 720 × 1800
     300 × 250	600 × 500 or 900 × 750
     300 × 300	600 × 600 or 900 × 900
     300 × 500	600 × 1000 or 900 × 1500
     300 × 600	600 × 1200 or 900 × 1800
     320 × 50	640 × 100 or 960 × 150
     320 × 100	640 × 200 or 960 × 300
     320 × 480	640 × 960 or 960 × 1440
     336 × 280	672 × 560 or 1008 × 840
     480 × 320	960 × 640 or 1440 × 960
     728 × 90	1456 × 180 or 2184 × 270
     970 × 250	1940 × 500 or 2910 × 750
     1000 × 120	2000 × 240 or 3000 × 360

   An adaptive creative automatically adapts to the ad unit so that you can serve your ad on the maximum number of sites. In the Ad Builder, you can automatically generate a creative based on your site content or build it from a template, adjusting the design parameters as needed.

   If you have creatives for image ads in your unified performance campaign that you made previously using the Ad Builder, you can use them.

   More information about Ad Builder.

   After you have saved your ad, you can only replace the creative with another creative of the same size. An adaptive creative can be replaced with another adaptive creative.

   When building your creatives, keep in mind that the interface elements may overlap the top (safe) area. Therefore, don't place any text, logo, or other elements there.

   Examples of safe area locations in different banner formats

   • Vertical

     

   • Horizontal

     

   In most cases, the safe areas are positioned as shown in the examples above. However, there may be some exceptions.

2. Set up the ad link. Specify a page on your site or social media that provides your offer details and opens on banner click.

3. Enter a Yandex Audience pixel and impression tag.

   You can use the Yandex Audience pixel to develop different scenarios of connecting with your display ad audience. The pixel is special code embedded in your advertising materials.

   Create a pixel in Yandex Audience. For more information, see Yandex Audience Help.

   Add the pixel code to the banner. After the impressions begin, the pixel starts to collect anonymous IDs of users who have seen your ad. You can use this data when you set up your retargeting.

   You can use the ADFOX tag or Yandex Metrica pixel to count ad impressions for display ads. The tag or pixel must include the %random% macro. They must also support HTTPS.

Click Launch campaign.

As an advertising data operator, Yandex assigns each creative a unique identifier referred to as "token" when creating campaigns. It uses this token to aggregate all your placement data and send it to the Unified Register of Online Advertising (ERIR). Learn more about ad labeling.

Create a display campaign

Ad moderation and launching a campaign

Ad serving will begin as soon as Yandex receives your payment. If your account has enough funds, the campaign will start automatically.

Moderators will check whether the ad follows the guidelines. It usually takes the moderators a few hours to review ads. On weekends and holidays, moderation may take longer than on weekdays.

Your moderation results will be emailed to the address you provided when you created the ad campaign.

After you launch your campaign, you can view what your ads look like on a site.

Learn more

• User profile

• How to evaluate the results of a display campaign

Questions?

 

The unique identifier of the user's mobile app or browser. The identifier becomes active when the app or browser is in use. When segments are updated, inactive anonymous identifiers are removed and new ones are added (for example, if a user purchased a new device or resinstalled the app) — This means that segments only contain anonymous identifiers that have been active in the past 30 days.