Step 1. Create a campaign

Click Add → Campaign. In the Expert mode tab, select Unified performance campaign.
Specify the advertised page: the website you're creating an ad campaign for. The website's Yandex Metrica tags and goals as well as the organization's addresses will be automatically added to the campaign.
If the company data present on your site and in Yandex Business match, Yandex Direct will add the data to the advertising campaign. Your company's data will appear in all your ads as contact information.

Ads in Yandex Maps can feature your company's photos, rating, and reviews. This will make your ad more noticeable and increase the click-through rate.
Select ad placements:
- All sites: Yandex Search, Yandex Advertising Network, and Yandex Maps
- Or select them manually:
  - Product gallery in search results: Advertise your offers in the carousel of products from different stores above the search results.
  - Ads in search results — Get your ads featured in dedicated ad units in search results.
  - List of organizations in search results: Stand out among other Yandex Business organizations appearing in search results. See the list of allowed and forbidden categories.
  - Yandex Advertising Network: Reach potential customers across thousands of sites and apps. Your ads may also be served with posts made by bloggers partnered with the Yandex Advertising Network.
  - Yandex Maps: Rank higher in the Yandex Maps search and stand out among other organizations thanks to the green label.
Select a display strategy:
- Maximize conversions.
- Maximize clicks.
- Maximize clicks with manual bids (only for search impressions).
Alternatively, you can use a portfolio strategy.
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.
If you want to serve ads at a specific time, configure time targeting.
Under URL parameters, specify your shared UTM tags and dynamic campaign parameters. They will help you track the ad placement results. Tags and parameters are automatically added to each link in every ad: to links, sitelinks, and the button. Learn more about UTM tags.
Add a promo. This is an ad extension that includes a brief description of the promo and a special label. It is shown in search results if the ad gets the first premium placement. In YAN, the serving of extensions with ads is governed by the Smart Design algorithm. When clicking the extension, the user can be forwarded to a site page or app page that is different from the page linked in the ad. On Yandex Maps, the promo is shown within the organization profile.

You can only add one promo per campaign. You can also specify promos for ad groups.
Enable the Apply recommendations automatically option. The algorithm adjusts the campaign settings as soon as enough statistics are accumulated for the campaign and optimization points are found.
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. Note that they will be ignored when serving product ads in ad networks.

What are negative keywords and how do they work?

Site monitoring

Site monitoring keeps track of your site's availability and automatically suspends ad impressions in order to avoid wasting your advertising budget. Impressions resume automatically once the site becomes available.

How does site monitoring work?

Extended geotargeting

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

Experiments

Create an experiment in Yandex Audience. You can add up to 5 experiments to a campaign. Specify the audience segment you want to serve ads to and configure bid adjustments for segments.

How to run experiments?

Disabling impressions
- Platforms: You can specify the sites where you don't want to serve your ads, separating each site with a comma.
- IP addresses: While you're experimenting with your ads, you can limit impressions for users with a certain IP addresses. You can enter up to 25 IP addresses.
Excluding sites and ad networks 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

Notifications

Enter your email address to receive notifications when your campaign stops due to reaching its daily budget.
Click Continue to create an ad group and set up its targeting.

Creating campaigns for promoting products on marketplaces

If you promote your stores on Yandex Market and Ozon, we recommend creating a shared ad campaign for them. This will increase the campaign reach, speed up strategy training, and help you get more conversions.

Set up the Ozon integration

Open Conversions in the Yandex Direct menu and add the Ozon Performance API conversion source.
In your Ozon account, copy the API key, go to Settings → API keys, and select Performance API. Select the appropriate account from the list or create a new one. Copy and paste your Client ID and Client Secret.
In your Ozon account, go to Analytics → External traffic and copy the tag prefix from the vendor_org field. Add it so that Yandex Direct can automatically create a utm_campaign tag for your store.
Save the data you entered.

Create a campaign

In the Advertised page field, enter the link to your store on Yandex Market.
Set up your strategy:
- To optimize ads for sales across two marketplaces, select the “Maximize conversions” strategy with pay-per-click bidding and a limit on the budget or CRR. If you want to only pay per conversion across both marketplaces, select “Maximize conversions” with pay-per-conversion bidding and a limit on the CRR.
- In the Yandex Market tags field, you'll see a tag that was automatically created from Yandex Market. Click on the field and add an automatically created tag from Ozon there. It will be available for selection.
- Under Conversions and their value, you'll see the “Purchase on Yandex Market” goal. Add the "Purchase on Ozon" goal to it, then set their value and the desired CRR.
Set other campaign settings: placements, duration, schedule, and more.
Disable the option Information about the business in ads on Yandex Maps so that the system doesn't fetch information about the marketplace in general instead of information about your store.

You can also use a unified performance campaign to promote brands on Ozon. For detailed information about setting up and launching an ad campaign, see the instructions.

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.

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