在广告系列大师中创建广告

点击 Add → Campaign。 在 Campaign Wizard 标签中，选择 Conversions and traffic。

在 App Store 或 Google Play 中输入应用页面的链接。 应用数据会自动填充。 您也可以添加 跟踪链接。

下载创建移动应用广告的指南

Step 1. Configure the ad layout for group 1

1. By default, Yandex Direct fetches the title and description text from the app store. You can edit them. In the description, tell users about your app, its benefits, or features. Read our recommendations for writing ad texts.

   You can add up to six title and text options: Yandex Direct will automatically create ads from them and show the most effective ones more often.

   We recommend that you add as much as possible options for each element. This makes creatives more diverse and improves campaign performance.

2. Add up to 15 images (in different formats: square, vertical, and horizontal) and up to 15 video files to the ad. Images must not contain text. An image with of 450 × 450 pixels is OK, but it is better to use images from 1080 to 5000 pixels, in JPG or PNG format, up to 10 MB. Video: maximum 100 MB, from 5 to 60 seconds.

   Technical requirements for videos

   格式	MP4、WebM、MOV、QT、FLV、AVI
   大小	不大于 100 MB
   持续时间	5 到 60 秒钟
   建议的纵横比	16 : 9; 1 : 1; 9 : 16
   最低分辨率	360 p
   推荐分辨率	1080p
   视频帧率	20 fps 起
   视频编解码器	H.264、VP6F、VP8、Theora
   视频曲目数量	1
   最低质量	44 kHz、16 Kbit/s、立体声
   音频编解码器	AAC、MP3、Vorbis
   音频曲目数量	不超过 1 首
   文件编解码器	avc1、F4V、isom、M4A、M4V、mmp4、mp41、mp42、qt
   封面	无

   Well-chosen images and videos draw more attention to the ad and increase conversions.

3. Launch interactive banner ads (Playable Ads): a mini-game or demo will give an impression of your app. Upload an archive with an HTML5 banner and relevant images. Creatives must meet the requirements.

To check how your ad will look with different creatives on different ad platforms in the preview area, hover over the desired image and select the placement: search results or advertising network.

Step 3. Define the audience for group 1

1. Enter the display region for your campaign.

2. If necessary, you can use advanced settings to set up:

   • Ad placement. Impressions and pricing work differently on search and in ad networks,

   • Autotargeting categories. You can't disable autotargeting for targeted queries.

   • Related terms: List the keywords your audience might use to search for you. We'll select interested users based on these keywords. Yandex Direct will select interested users based on these keywords. You can use characters and operators.

     When launching a campaign, avoid narrowing down the coverage with negative keywords. First of all, look up the search keywords that triggered your ad in the search query statistics. Then add irrelevant queries as negative keywords.

   • Retargeting & Audiences. You can serve ads in your mobile app to the most valuable or interesting segments of Yandex Audience.

     You need to set up different campaigns to launch retargeting in search results and in the YAN. Use a keyword and segment for retargeting in search results and only a segment in the YAN. If you add keywords for the YAN, your ads will get served to new users (those not from the segment).

Step 3. Create a new ad group.

If you advertise a single application and are willing to spend the same CPI, create up to ten ad groups with unique texts, images, videos and targeting settings (including retargeting). That way, you can use different creatives for different types of targeting in the same campaign.

Within each ad group, you can set up multiple title options and let Yandex Direct select the best performing ones. This increases the number of combinations and chances for the ads to be served.

Clone your previously set up groups and variate settings in them.

Step 4. Select a strategy

1. Set up the Mobile Measurement Platform and enter the tracking link. This way you can transmit data from your app to Yandex Direct to collect statistics and optimize your campaign.

   For iOS apps, a campaign for users running a version lower than 14.5 will be created by default. To advertise your app for users running iOS 14.5 and higher, enable the Campaign for iOS 14.5 and higher option. Make sure that your app passed verification and supports the Apple SKAdNetwork API. Recommendations on setting up campaigns for iOS apps.

2. If you are using the AppsFlyer or Adjust Mobile Measurement Platforms, you can track the campaign goals that were completed after viewing the ad, even if the ad wasn't clicked. However, in total, you'll pay for the campaign according to the chosen strategy: we'll attribute all conversions to clicks like before. You don't pay for additional installs attributed to impressions. To use this option, specify the tracking link in the strategy settings and in the window that appears select Enable impression attribution.

3. Specify the targeted event and set its price.

   • Select App installs and set the average cost for completing the goal. You'll get maximum clicks resulting in app installations. The payment will be per click.
   • Select App installs and set the fixed cost for completing the goal. You'll be charged for app installs.
   • Select a relevant in-app event if you want to attract users who perform a certain action in the app (for example, complete registration). Set the average cost for completing the goal. The strategy for maximizing targeted clicks to the app will be selected. You'll get optimization based on the specified average cost. The payment will be per click.
   • Select "Click on ad" — you'll pay for each click on your ad. Specify the average CPC.

   The settings can also be used with campaigns for iOS 14.5 and higher.

4. If needed, set up bid adjustments for gender, age, or region.

Step 5. Set a budget

Set your weekly or monthly budget. We recommend setting a budget that will be enough for a week. It will be shown in the campaign settings. See  more about budget calculation for each campaign type.

Yandex Direct will spend money within the specified amount. The campaign will run as long as there is money on the account.

Click Create campaign to submit it for moderation.

To edit the campaign later, click Save as draft.

作为广告数据运营商，Yandex 在创建广告系列时会为每个广告创意分配一个唯一的标识符，称为“令牌”。 然后，它使用该令牌来汇总您广告投放的所有数据，并将其传输到在线广告统一登记系统。 了解关于广告标记的更多信息。

投放广告

广告审核与广告系列启动

创建广告后，审核员会审核广告，以确保其满足我们的要求。 点击 Send to moderation，确认接受 Yandex 广告发布条款。 审核员通常会在几小时内审核广告。 审核员夜间不办公。 周末和节假日的审核时间可能较工作日有所延长。

系统将通过您创建广告系列时提供的电子邮件地址将审核结果发送给您。

Yandex 收到付款后将立即开始展示您的广告。

广告系列统计数据

统计数据在广告系列页面上展示。 您可以在设置部分查找广告系列综合统计数据，下方会展示各参数的详细统计数据。

您可以下载 CSV 格式的统计数据。 要执行此操作，请点击 Reports → Download statistics。

图形展示广告系列综合统计数据：转化量、点击量、平均转化成本和支出数据。 启动展示归因后，统计数据还将统计归因于展示的转化。 要查看高级统计数据，请点击 Reports→ Go to Report Wizard。

此表展示各元素（标题、图像和文本）的数据。 您可以确定哪些元素效果更加显著，进而调整广告系列。

在面向 iOS 14.5 及更高版本的广告系列中，从 SKAdNetwork 接收的安装数据将可用。

在报表大师中，您可以通过特定的数据细分评估每个特定广告组的统计数据。

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在观看广告后从应用商店安装该应用。 或者将应用内事件指定为广告系列目标。 转化统计数据在 Yandex Direct 和跟踪器中均可获取。

广告点击量与展示量的比率，以百分比表示。 它是体现广告效益的一项指标。