Mobile app ad

To advertise a mobile app, just specify a link to the advertised app in the Campaign Wizard. Campaign Wizard suggests relevant settings, keywords, texts, and images at each step of creating an ad.

Users will see your ad in Yandex search results, on Yandex Advertising Network sites, and on the Yandex Home page.

You can track your campaign's results in the statistics section.

Create a campaign

Click Add campaign. In the Campaign Wizard, select App installs and in-app conversions. Enter a link to your app page on the AppStore or Google Play.

If the link is correct, the app data is populated automatically.

Attention. You can only create 10 campaigns to serve ads for users of iOS 14.5 and higher. Recommendations on setting up campaigns for iOS apps.
Step 1. Configure your ad layout
  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 many options as possible 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 that is 450 × 450 pixels is fine, 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 video clips
    Format MP4, WebM, MOV, QT, FLV, AVI
    Size maximum 100 MB
    Duration Between 5 and 60 sec
    Aspect ratio 3:1, 2:1, 1.9:1, 16:9, 4:3, 1.91:1, 1:1, 3:4, 4:5, 9:16, 1:2, 1:3
    Minimum resolution 360p
    Recommended resolution 1080p
    Video frame rate from 20 frames/second
    Video codecs H.264, VP6F, VP8, Theora
    Number of video tracks 1
    Minimum quality 44 kHz, 16 Kbit/s, stereo
    Audio codecs AAC, MP3, Vorbis
    Number of audio tracks no more than 1
    File codec avc1, F4V, isom, M4A, M4V, mmp4, mp41, mp42, qt
    Cover No

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

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: Yandex Home page, search results, or advertising network.

Step 2. Define your audience
  1. Enter the display region for your campaign.

  2. In the advanced settings, add keywords and placements, if needed.

Step 3. Select a strategy
  1. Set up the tracking system 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 as 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. Select the targeted goal:
    • App installs: If you want to get maximum clicks resulting in app installations.

      You can set a fixed cost per install.

    • Click on ad: You will pay for each click on your ad.
    • In-app event: If you want to attract users who perform a certain action in the app (for example, register).

      In this case, a strategy will be selected to help you get the maximum of targeted clicks to your app.

    • For campaigns for iOS 14.5 and higher, the "Optimize clicks" strategy is available: select "click" as the targeted goal.
  4. Specify CPA. How to calculate the optimal conversion cost
    • If you select the “App install” goal, the CPI that you specified will be fixed.
    • If you selected "Click on ad", enter an average CPC.
    • If you select “In-app event”, you specify the average CPC. The actually debited cost might slightly differ from the cost you specified.
    • For campaigns for iOS 14.5, specify the CPC.
  5. If needed, set up bid adjustments for gender, age, or region.
Step 4. 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. Learn how to determine the budget 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.

Tip. If you are going to launch multiple campaigns with different settings (for example, different display regions), on the running campaign page, click Clone. The cloned campaign will be available for editing on the My campaigns page.

Click Create campaign to submit it for moderation.

To edit the campaign later, click Save as draft.

Ad moderation

After you create your campaign, it is moderated to make sure it meets the advertising requirements.

Your moderation results will be emailed to the address you provided when you registered in Yandex Direct.

Some campaign elements are moderated separately (for example, images). If one or more elements fail moderation, the campaign will start without them. The moderation status and comments are shown on the campaign page. You can delete or edit elements that failed moderation. The edited elements are re-submitted for moderation and added to the campaign if they succeed.

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

Payment and campaign start

You can pay for a campaign as an individual or legal entity. Choose an appropriate payment method:

Payment in a bank with a printed bill

On the Shared account page, click the Top up button. In the Add funds to account window, enter the payment amount, select the “Bank transfer” payment method, then click Issue an invoice.

The system generates a bill for you to pay. You can print it, download it as a Word document, or receive it by email. You can use the payment details on the bill to make a payment in any bank branch.

  • When making the payment, the amount and the payer's information must be exactly the same as what is shown on the bill. If you want to pay a different amount, you need to generate a new bill in the interface.

  • Make sure that your payment was processed correctly, and that the exact full number of your account is shown in the cashier's note on the paid bill. If the payment doesn't include this information, there is no way to know that the payment was from you, and we can't automatically credit the money to your campaign.

  • The payment will be deposited within 2-3 business days depending on what bank is making the payment.

Payment in an online banking system

On the Shared account page, click the Top up button. In the Add funds to account window, enter the payment amount, select the “Bank transfer” payment method, then click Issue an invoice.

The system generates a bill for you to pay. You can print it, download it as a Word document, or receive it by email.

In the online banking system, create a payment order with the details shown in the bill. You must enter your account number (the account you are adding money to) in the notes for the payment.

The payment will be deposited within 2-3 business days depending on what bank is making the payment.

Payment by bank card

When topping up the account, choose “Personal bank card” as the payment method and click Go to payment.

Enter the card data in the window that opens, then confirm the payment. Save your bank card data for your convenience.

Visa, EuroCard/MasterCard and MIR are accepted for payment.

The maximum payment amount is 299,999 rubles.

The payment occurs instantly, and the money is credited within 15 minutes to 1 hour.

Cash payment using a payment code

The payment code is an identifier that makes it easy for individuals to pay for advertising. You must be a resident of Russia to receive a payment code, and you can only use the payment code to pay for accounts from Russia.

The minimum payment amount is 300 rubles without VAT, the maximum amount is 12,000 rubles. It takes from 15 minutes to an hour to credit a payment.

To get the payment code:

  1. In the Add funds to account window, specify the payment amount. Be sure to pay exactly the specified amount using the code.

  2. Select the payment method “Cash” and click Generate payment code. YooMoney opens.

  3. On the page that opens, enter your personal data: passport information, date of birth, and the phone number to get the payment code. Click Continue.

  4. If all fields are entered, the payment code is generated. You will get an SMS with the code and payment amount at the phone number that you specified.

You can pay on the YooMoney site or iat top-up outlets.

The payment code is only valid for one payment and is linked to the amount selected in the Add funds to account window. To make a new payment, generate a new code.

Payment by YooMoney (previously known as Yandex Money)

The maximum invoice amount that can be paid in YooMoney is 100,000 rubles. If the payment amount is over 15,000 rubles, your YooMoney account must be verified.

If you don't have enough funds on the YooMoney account, add money or pay using a linked card.

When you create an invoice, choose YooMoney as the payment method and click Pay.

See the section Questions about payment for FAQs related to payment for advertising campaigns and billing documents. If you can't find an answer to your question, contact the Customer Service department.

Bank wire transfer from a business account

On the Shared account page, click the Top up button. In the Add funds to account window, enter the payment amount, select the “Bank transfer” payment method, then click Issue an invoice.

You can use the generated bill to make a payment order in a bank or in an online banking system. Before you make the payment, make sure that you correctly entered all your payment details and your Yandex.Direct account number in the payment order.

The payment will be deposited within 1-3 business days depending on what bank is making the payment.

To learn how to get reporting documents, read the Paperwork section.

Bank card

When topping up the account, choose “Company credit card” as the payment method and click Issue an invoice.

Corporate Visa, EuroCard/MasterCard and MIR cards are accepted if they are issued to your business. The maximum payment amount is 299,999 rubles.

The payment occurs instantly, and the money is credited within 15 minutes to 1 hour.

To learn how to get reporting documents, see the Paperwork section.

If you have questions related to payment for ad campaigns or the billing documents, you can contact the Customer Service Department.

When you launch a campaign, its page shows basic information about its settings. To edit an active campaign, click on the parameter you want to change. Some parameters can't be edited (for example, Site). Edited parameters have to be are moderated again.

Campaign statistics

Statistics are displayed on the campaign page. Under the settings section, you can find the general campaign statistics, with more detailed statistics on individual parameters shown below.

You can download statistics in CSV format. To do this, click Reports → Download statistics.

Graphs show general campaign statistics: data about conversions, clicks, CPA, and spending. If attribution is enabled, the statistics will also count conversions attributed to impressions. To view advanced statistics, click Reports → Go to Report Wizard.

The table shows data for each element (titles, images, and texts). You can decide which elements are more effective and adjust your campaign.

In campaigns for iOS 14.5 and higher, the install data received from SKAdNetwork will be available.