Creating a product ad

You can only add one active product ad to a group.

You can create ads based on a data source or feed. You can use either method if you offer products on your site. If you advertise services, training courses, tickets, or other non-product categories, it's best to use a feed. Feeds make it possible to receive more information about each advertised item and configure selection rules more carefully. You can also add products manually.

You can create product ads for any product categories except those listed in the requirements.

1. Under Products, select an information source for the ads:

   New site feed

   Uploading a new feed via link or from desktop

   Manual product management

   Yandex will automatically find products on your site and create an ad for each product. If no products are found, check that your site meets the requirements.

   If you already have a feed with current prices and a list of products, use this feed. This can be one of the previously uploaded product feeds or a new feed added via a link or uploaded from a device.

   1. Add a link to the feed or select the feed file.

      The file format depends on the selected type of feed. Also enter your username and password if they are required to access the link.

   2. Click Upload feed.

   Advertising materials that you provide, including feed data (product name, image, price, description) can be used to place information about your offers in various Yandex services. This is free. To opt out, write to our customer service department.

   You can add product descriptions manually. Fill in the card for each product:

   • Specify the link to the product, add the name and description.

   • Add up to 5 images of at least 450 × 450 pixels and up to 10 MB.

   • Specify the price and additional information: product category, manufacturer, model, and availability.

   All the added products will be consolidated into a single feed per username. You can add up to 1000 products from different categories.

   All descriptions and images must meet the requirements.

2. Under Filter, choose which products you want to use and which ones to exclude when generating ads. The criteria are joined using the “AND” operator. Products meeting all the criteria will be selected for serving.

   You can also use custom elements in filters.

   When you are setting up the filter parameters, Yandex Direct checks in real time how many offers match the selected criteria. Use the suggestion from Yandex Direct to avoid situations when your ads stop because no product matches the filter criteria.

   Example

   

3. For products imported from a site, under Texts, enter a default text that will be shared by all ads. The ad title is generated automatically.

   If you're using a feed file or uploading product information manually, choose how you want to use the feed elements:

   • Automatic: The title is generated automatically, and the ad uses the text specified in the Default text field.

   • Manual: Specify the feed elements:

     • Title: The texts from the specified elements will be used in the ad title. You can specify up to 5 elements. Their data will be added step-by-step until the title length reaches 56 characters. If there are more characters, the title may be cut off.

     • Text: The texts from the specified elements will be used in the ad. You can specify up to 5 elements. Their data will be added step-by-step until the text length reaches 81 characters. If there are more characters, the text may be cut off.

   When specifying the names of feed elements, avoid special characters and make sure to use the right capitalization. For example, title and Title are different names.

   List of supported elements for each feed type

   • Yandex Market feed: name, typePrefix, model, vendor, description, sales_notes.

   • Feed in Google Shopping format: title, g:title, description, g:description, brand, g:brand, color, g:color, material, g:material.

   • Google Ads' Custom feed (CSV): Item title, Item description.

   • Universal feed (CSV): Title, Description.

   • Auto.ru feed: mark_id, folder_id, modification_id, body_type, year.

   • Yandex Realty feed (XML): description;

   • Google Ads' Hotels and Rentals feed (CSV): Property name, Destination name, Facilities.

   • Google Ads' Flights feed (CSV): Destination name, Destination address, Origin name.

   • Google Ads "Travel" feed (CSV): Destination name, Destination address, Origin name, Title.

   If the specified elements are missing from the feed, the titles are generated automatically, and the ad uses the text specified in the Default text field.

4. Double check the company's contact information.

5. Describe the advantages and benefits of your offer using callouts.

6. Use Sitelinks to provide shortcuts to important information on your site.

Fill in all the ad elements, including the additional title. Yandex Direct uses them in different design options for creatives, including the various layouts that appear in search results.

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.

Ad moderation and launching a campaign

After you create an ad, it is reviewed by a moderator to make sure it meets our requirements. Click Send to moderation and confirm that you accept Yandex terms for placing your ads. Moderators usually review an ad within a few hours. 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.

Once your ads are checked, you will receive a notification at the email address you provided when you created the ad campaign; the campaign status in the list will change to “accepted by moderator”.

Your ads will begin displaying as soon as Yandex receives your payment.

Setting up ads for promoting products on marketplaces

If you promote your stores on Yandex Market and Ozon:

• Create a product ad. Select “Products from the marketplace” as the source and provide a link to your store or product on Yandex Market or Ozon. Yandex Direct automatically creates a feed. You can find it under Feeds.

• Use filters to select products for advertising. For Yandex Market, you can filter products by category, name, description, manufacturer, price, and price before discount. For Ozon, you can filter them by name, description, price, and price before discount.

• Create text & image ads or image ads by specifying links to your store or product on the marketplace.

• Please note that ads for catalog pages won't work for sales on marketplaces.

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