Site advertising

To place site ads using the Campaign Wizard, specify a link to the advertised page. 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 sections.

Create a campaign

Click Add campaign. In the Campaign Wizard, select Conversions and traffic. Enter the full link to the page you want to advertise. The Campaign Wizard will select information for your page.

Site availability monitoring will be enabled automatically. If the site is unavailable, ads will be stopped to avoid unnecessary budget spending.

Tip. Add UTM tags or other parameters to the link to enable traffic tagging for the campaign. This will help you track statistical indicators and evaluate the effectiveness of your campaign. For more information, see Parameters passed in ad URLs.
Step 1. Configure your ad layout
  1. Based on your site, up to five options for the title and images and up to three options of texts will be selected. These ad elements will be combined with each other as your ads are served: check that all elements mutually match and are consistent with each other.

    You can edit any setting or add your own option: talk about your offer, its benefits or features. Read our recommendations for writing ad texts.

    You can use templates in your ad texts. Set the default keyword, putting a hash ( “#” ) before and after it. Step 2, select Manual audience setup, then under related terms, specify the keywords that you want to insert into the template.

    Over time, Yandex.Direct will automatically choose the most effective combination and start serving it more often. You can check which elements are more effective and which need attention in campaign statistics.

  2. Add up to 2 videos to the ad. Size is no more than 100 MB and duration is between 5 and 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

    A well-chosen video attracts more attention to your ad and increases your conversion rate.

  3. Under Sitelinks, you'll see links to key pages on your site, like pages with discounts or descriptions of certain products. To edit, replace, or delete them, click .
  4. If your company is listed in Yandex Business, contact information will be loaded from there automatically. If there are multiple addresses or phone numbers specified in Yandex Business, you can choose which data to show in the ad.
Step 2. Define your audience
  1. Set your display region.

    Ads will be served for extended geotargeting:

    • In search results: based on search queries or the user's regular region.
    • In ad networks: based on the user's frequent location, regardless of current location.

    You can't disable extended geotargeting in the Campaign Wizard. Revise your related queries to account for extended geotargeting. For more information, see How geotargeting works.

  2. Select the impression time. If your company is listed in Yandex Business, Yandex Direct will load your company's business hours by default. How do I set up time targeting correctly?

  3. Select your retargeting method:

    • automatic: Yandex Direct will select relevant settings based on ad texts and the advertised page.

    • manual: You can set:

      • Categories for autotargeting (for the Conversions and traffic goal). 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.

      • Targetings by user profile: gender, age, and type of devices displaying the ad.

    When you switch from manual targeting to autotargeting, your settings are reset: all autotargeting categories are enabled, related terms with negative keywords are removed, serving on all devices is enabled, the gender is changed to any, and the age is changed to 18 years or older.

  4. Specify interests and habits of the audience you want to serve ads for.

Step 3. Specify the campaign's budget and goal

Set your weekly or monthly budget. We recommend setting a budget that will cover at least ten conversions per week.

When the campaign is running, the weekly budget limit is maintained. If you specified a monthly budget, it's evenly converted into a weekly budget, and the weekly limit is maintained.

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

The strategy will be selected automatically depending on whether a Yandex Metrica tag is installed on your website and whether your campaign has a goal.

Tags are added to your campaign automatically, but if they weren't for some reason, add them manually in the Enter the tag ID field.

  • If the tag is installed and the goal is set, you can specify CPA in the Cost per conversion field. In this case, the strategy that brings maximum conversions to your site for the specified cost is selected. How to calculate the optimal CPA.
  • If the tag is installed and the goal is set, but the field Cost per conversion is empty, you will get the maximum converted sessions for your site within the specified budget. That is, Yandex Direct tries to attract users that are most likely to achieve the specified campaign goal.
  • If the tag is not installed or the goal is not set, then the strategy is selected where Yandex.Direct tries to bring the maximum engaged audience to the site within the specified budget.

Yandex.Direct predicts the number of clicks or conversions within your budget. This calculation is not 100% accurate.

Placements are selected automatically to ensure optimal achievement of the campaign goals for the specified budget. You can't select placements and add blocked sites in the Campaign Wizard.

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.

The general campaign statistics depend on the selected goal:
  • CPC campaigns display statistics for impressions, clicks, and costs.
  • CPA campaigns display statistics for impressions, clicks, conversions, CPA, and spending.
Graphs show statistics for the following parameters:
  • Gender and age of the audience that saw your ad.
  • Display regions.
  • Device type.
  • Most popular keywords used to find you.

    Besides the keywords you set, the How users find you section shows statistics for the parameter Automatic targeting based on your ad. In real time, Yandex.Direct selects users whose queries and interests match the text of your ad. This lets you attract more potential customers.


Sometimes, the parameter value might be zero. For example, the share of one display region is 0%, but there are impression statistics for it. This means that the ad was shown in the region, but impressions failed to bring any ad clicks or conversions for your site.

The section with statistics on autotargeting categories shows the search queries for which your ad was shown.

Under Ad elements, you can find statistics on the effectiveness of each ad element in the selected campaign. The effectiveness metric accounts for both the overall attractiveness of the ad element for the user and the expected conversion rate. Titles are compared with titles, texts with texts, and so on. Sitelinks are added to all ad combinations, hence their effectiveness isn't calculated.

Effectiveness calculation starts after the system accumulates source data for the element. If an ad element was added or removed within the selected period, you will get a warning that statistics are available for an incomplete period.

To view full statistics, select the period in which ad elements didn't change. For example, the first version of the title was added on 20.09 and the second one was added on 21.09. To compare them, you need to select a start date on 21.09 or later.