What is the Yandex Advertising Network?

The Yandex Advertising Network (YAN) is a system of sites where advertisers can serve contextual and display ads. It includes both Yandex services and websites of businesses and media organizations, Telegram channels, mobile apps, and smart TV applications.

While there is a variety of advertising networks available, the Yandex Advertising Network is among the largest in Russia. With this system, advertisers can create various types of ads, customize targeting options, and run multiple campaigns at the same time.

How does advertising in the Yandex Advertising Network differ from Yandex Search?

With Yandex Direct, you can run ads in Yandex Search, the Yandex Advertising Network, or both simultaneously. The system uses different algorithms to identify the desired audience for each of these platforms.

The search engine serves ads in response to specific queries, so it’s important to select relevant keywords when setting up campaigns. In the Yandex Advertising Network, impressions are also influenced by users’ search history, interests, and behavioral patterns. Currently, the Yandex Advertising Network includes approximately 50,000 partner sites, with the number continuously increasing.

What formats are available in the Yandex Advertising Network and where are they served?

The appearance of your ads may vary depending on where they are shown — on a site or in an app, for example. Let’s discuss each of them in more detail.

Sites

Text & Image ads. These ads can contain text and an illustration, or just text, which usually includes a title in large font, a short description, and a link to the landing page. Text & Image ads are served in Yandex Search and on Yandex Advertising Network sites.

The system uses the Smart Design technology to generate ads. This technology determines which elements are most relevant for a specific user and site, selecting the appropriate text, sitelinks, and action button from those added by the user during campaign setup. This way, each ad in a Smart Design format is unique and differs from the others.

Banners. These are clickable banners with accompanying text. Ads of this type are served on Yandex and on Yandex Advertising Network partner sites. Banners are typically used to reach a wide audience in order to introduce them to your brand or product.

Video ads. These are video clips that allow you to visually showcase your product or service. Video ads are served on Yandex Advertising Network sites, video hosting platforms, and mobile apps.

How can the Yandex Advertising Network benefit my business?

Placing ads in the Yandex Advertising Network can bring you new customers and increase brand awareness among your target audience. Here are some of the key reasons to leverage it in your promotional efforts.

Large audience. The Yandex Advertising Network serves ads to an average audience of 65 million users daily, which is nearly half of the Russian population. With the Yandex Advertising Network, both large corporations and small local businesses can reach their target audiences.

Numerous partners. Currently, approximately 50,000 partners have joined the Yandex Advertising Network, and their number continues to grow.

Comprehensive campaign settings. The advertising account offers options for targeting users based on their location, age, gender, or interests. With fine-tuned settings, you can enhance the effectiveness of your ads and generate more leads.

Detailed reports. The current status of each campaign is tracked in your personal account, with reports available in the Statistics section. Advertisers can monitor the effectiveness of their ads and make adjustments after launch as needed. With detailed analytics, you can see where users come from and which creatives are most successful.

How much does advertising cost?

A campaign’s cost may vary depending on its duration, business niche, and initial budget. There is no budget threshold. Advertisers compete through an auction model, placing bids to serve ads on the site.

All campaigns are paid for using a single shared account, which must be topped up before launching ads. To manage your expenses, you can set a daily or weekly budget limit.

You can launch ads in the Yandex Advertising Network using Yandex Direct, which offers the following payment models:

• Pay-per-click. The advertiser is charged for every click on their ad.
• Pay-per-conversion. When creating a campaign, the user specifies a goal, such as submitting a request or viewing a page with specific products. Payment is deducted for each completion of that action. Ad clicks that don’t result in the desired action are free.

What do I need to know before launching ads?

Prepare a landing page. For your campaign to be effective, you should both attract a large number of users to your resource and also ensure a convenient experience for them. Make sure that it’s easy and straightforward for users to find contact information and the catalog, place an order, and order delivery through the site. Furthermore, it’s advisable to clearly communicate your business’ USP to the user as soon as they land on the site.

Add a Yandex Metrica tag to the site. It tracks how many users visit your resource, which pages they view, and what actions they perform.

Set up goals. Each campaign needs a clear goal: for example, not just to “increase sales”, but to “increase sales by 10% within two months”.

Identify your KPIs. To determine whether your ads have produced the expected result, you need to track specific metrics, such as the CTR or the number of conversions.

Highlights

• The Yandex Advertising Network is a system of sites where Yandex Direct users can place their ads. The network includes Yandex Search, Yandex Maps, and other Yandex services, as well as numerous partner sites and apps.
• Advertising in the Yandex Advertising Network helps business owners raise brand awareness, attract new customers, and increase profits.
• You can serve ads in multiple formats, including text, image, and video.