Step 1. Create a campaign

  1. Click Add → Campaign. In the Expert mode tab, select Unified performance campaign.

  2. In the What will you advertise? section, specify a link to your app in the App Store or Google Play or its tracking link. Yandex Direct automatically adds your app icon from the app store to your ads. The app's rating from the app store may also appear in your ads.

    When you save the campaign, the section name changes to Advertised object, and you won't be able to edit it anymore. This section doesn't affect impressions. However, you can't create ads with links to other apps within the campaign. If you need to place ads for another app, create a new ad campaign for it.

  3. Verify your app if necessary.

  4. Choose a goal for your ad campaign:

    • Attract new users: Find people who might be interested in your offer.
    • Retargeting: Remind users who've downloaded your app about your offer.

    Your selected goal determines the available options for ad placement, conversion, targeting type, and ad settings. The interface will show you the available options for each scenario.

    You can't change the goal of an existing campaign.

    Attracting new users

    Retargeting

    Ad placement

    Yandex Search only, Yandex Advertising Network only, or all sites

    Yandex Search only or Yandex Advertising Network only

    You can't change the ad placement after the campaign is created

    Conversion actions

    Installation and in-app actions

    One-click app installation from alternative app stores is also available (Android only)

    In-app actions

    Available targeting options

    Yandex Search:

    • Autotargeting, relevant keywords, and retargeting lists
    • Autotargeting or relevant keywords engage your audience using the logical "AND" operator

    Yandex Advertising Network:

    • Autotargeting, relevant keywords, and retargeting lists
    • All targeting criteria use the logical "OR" operator

    Yandex Search:

    • Autotargeting, relevant keywords, and retargeting lists
    • Autotargeting or relevant keywords engage your audience using the logical "AND" operator

    Yandex Advertising Network:

    • Only the retargeted audience

    Deeplinks

    Adding a deferred deeplink is optional

    Adding a deeplink is required

    Custom app pages

    Available

    Unavailable

    Ad types

    Combinatorial ads, playable ads, image ads, and product ads

    Combinatorial ads, Playable ads, and image ads

  5. For Android campaigns, enable one-click app installation from alternative stores if your app is listed in any of them. For iOS campaigns, enable the Use SKAdNetwork option to increase traffic and get more accurate conversion statistics.

  6. Select ad placements:

    • Yandex Search and the Yandex Advertising Network (all sites).

    • Manual setup:

      • Ads in search results: Get your ads featured in dedicated ad units in search results.
      • Yandex Advertising Network: Reach potential customers across thousands of sites and apps.

    If your campaign's goal is Retargeting, you need to select only one placement. You can't run an ad campaign with a Retargeting goal in both Yandex Search and Yandex Advertising Network at the same time because of their different audience targeting methods.

  7. Select a display strategy:

    • Maximum conversions.

      Get maximum ad clicks for a specified average CPA, weekly budget, or budget for a custom period. You can also opt to only pay for app installs (available only for Android campaigns with the "Attract new users" goal).

      This strategy is perfect for advertisers who have a clear understanding of their marketing objectives and their cost of conversion.

      When optimizing for in-app events, choose a goal that aligns with your business objectives. This way, your campaign can learn from relevant conversion data and increase the number of conversions.

    • Maximum clicks.

      Get maximum ad clicks for a specified CPC or budget. Determine the goal of your strategy: maximize clicks at a set average CPC or within a specified budget.

    • Maximum clicks with manual bid management.

      Manually set bids for specific targeting criteria in campaigns with search-only impressions. You will get the maximum number of impressions and clicks within the limits you have set for the bid, display region, and so on. Competition with other advertisers will also be factored in.

  8. The start date for your campaign will be set automatically. It is the date the campaign was created. You can set a different start date for your campaign. Your ads will start being served immediately after they pass moderation and are paid for.

    You can also set an ending date for your campaign and your ads will automatically stop being served on that date.

  9. If you want to serve ads at a specific time, configure time targeting.

  10. If you want to make additional tweaks, go to the Advanced settings.

    Advanced settings

    Adjustments

    Use bid adjustments to raise or lower the CPC when ads are being served to a specific audience. Adjustments let you get more traffic when you serve your ads to your target audience than you would have under the non-adjusted bid rate.

    How do bid adjustments work and what corrections are available?

    Negative keywords

    Add negative keywords to prevent ads from being served for non-relevant searches.

    What are negative keywords and how do they work?

    Extended geotargeting

    Enable this option to show your ads when a user's search includes the name of the display region.

    Disable impressions

    You can specify site domains, mobile app IDs, and names of ad exchanges to block them from showing your ads.

    Excluding sites may negatively affect the performance of your ad campaign and cause you to lose some of your potential audience.

    Ad prioritization

    Specify how to select an ad if keywords of multiple ads from different groups match the search query:

    • With the best combination of indicators: Select the best ad by CTR, quality coefficient, and bid per click. Selected by default.

    • By the keyword closest to the query: Select the ad with the most relevant keyword. Use this setting when there is a clear distinction between ad groups in terms of keyword subjects and ad texts.

    Learn more about ad selection

  11. Click Continue to create an ad group and set up its targeting.

Questions?

Alert

Our customer service department can only help you with the campaigns created under the same username you use to contact us. You can check your username by opening ya.ru in another browser tab. Our team can access your data only when processing your request.

Message us on WhatsApp
Message us on Telegram
Call

You can contact us from 10:00 to 19:00 (UTC+3) by phone:

Moscow: +7 495 139-91-93

Russia: 8 (800) 700-47-45 (toll-free within Russia)

To access campaigns, the customer service specialist will need your PIN.

Leave a message