Image ads

Image ads tell your audience about your offer using a picture. They look like images that you click on to get to the advertiser's site and allow you to effectively combine the advantages of media exposure and content-advertising technology.

You can place image ads in formats that are common for banner ads. When combined with other Yandex.Direct ads, they allow you to significantly expand your ad placement coverage, which effectively means you reach a larger audience.

You can add an image to an ad in a “Text & Image Ads” and “Ads for Mobile Apps” campaign. As with other ads containing images, these ads are only displayed in networks.

You pay per click, as usual. The minimum bid for clicks on image ads is 3 RUB (see values for other currencies).

Image ad

Text & image ad with a picture

Creating an image ad

Add a new ad to your campaign. Select the “Image” ad type and add a creative. You can upload a creative from your computer or the internet, or create one using the Ad Builder. For one ad you can add only one creative.

A creative uploaded from a computer or the internet must meet the following requirements:

  • Maximum file size: 120 KB

  • File format: JPG, PNG, or GIF

  • Size in pixels: 240×400, 300×250, 300×500, 300×600, 336×280, 640×100, 640×200, 640×960, 728×90, 960×640, 970×250

In the Creative Ad Builder, the creatives automatically meet these requirements.

Fill out the remaining ad parameters and set your display criteria (keywords, retargeting lists, targeting by mobile app interests).

You can edit image ads in the Yandex.Direct interface using XLS/XLSX files, mass changes in multi-editing, or the Yandex.Direct API.

How to select creative size

In the Ad Builder, it's recommended that you create creatives in all the available sizes so that your ads can be displayed in as many different places as possible.

If you are planning to create creatives without using the Ad Builder, it's recommended that you prepare creatives for the most common fixed ad sizes first: 240×400, 300×250 and 728×90 pixels. Image ads with these types of creatives will give you significant audience coverage.

Usually the following ad block sizes are used for desktop versions of websites (in pixels): 240×400, 300×250, 300×500, 300×600, 336×280, 728×90 and 970×250.

Creatives that are 640×100, 640×200, 640×960 and 960×640 pixels are typically used for mobile versions of websites and mobile apps. Although smaller ad blocks are more common for ads served on mobile (320×50, 320×100, 320×480 and 480×320 pixels), Yandex requests that you upload larger creatives so that your ads don't look blurry on screens with a high pixel density (like on a Retina).

Replacing creatives

After saving an ad, you can only replace the creative for that ad with another creative of the same size. In addition, you cannot change the source of the creative:

  • A creative from the Ad Builder can only be replaced by another creative from the Ad Builder.

  • A creative uploaded from your computer or from the internet can only be replaced by another creative uploaded from your computer or from the internet.

Moderation requirements

Your image ad needs to satisfy certain requirements in order to pass moderation.

More information about image ad design requirements.

Impression statistics

Impression statistics can help you evalute the effectiveness of your image ads. To view this data, go to the Reports Wizard.

For example, see what size of ad creatives are displayed more often. To see this, go to Cross sections and select Ad № and Image size. In Columns, select Impressions. Then add the filter Ads → Type → image.

Please note that the statistics show the ads with creative sizes 640×100, 640×200, 640×960, and 960×640 pixels as 320×50, 320×100, 320×480 and 480×320 pixels respectively.