Product campaign

Use a product campaign to advertise all or selected products of your online store in every ad format for every Yandex placement. You can just specify a link to your site or add a feed with products: Yandex Direct will analyze the content of the site or feed and, in addition to ads for the store, will automatically create ads for each product offered.

For sites of non-product categories (for example ads of training courses, services, or tickets), we only recommend creating campaigns based on a feed.

Users will see your ads in search results, including in the product gallery, on Yandex Advertising Network sites, and in Yandex services. Partner offers can appear in information cards or in product search.

You can track your campaign's results in the statistics section. For a product campaign, only the automatic attribution model is used; you can't change it.

Attention. Before creating a product campaign, install a Yandex Metrica tag on your website, set up goals, and make sure that your Yandex Direct account has access to this tag.

Create a campaign

  1. Click Add → Campaign. In the Campaign Wizard tab, select Product campaign.

  2. Enter the full link to the page you want to advertise. Yandex Direct will select the information for your page.

If you couldn't enable ads for products, check that:

  • You installed a Yandex Metrica tag with pre-configured goals on your website.
  • Your Yandex Direct account has access to the tag on the site.
  • You have enabled a shared account.

Step 1. Set up ads for products

Choose a method for adding products to the campaign.

Tip. If you already have a product feed, use it. If you don't have a feed, but products are presented on your site, then use automatic feed generation from your site.
Products found on the site

Yandex will automatically find products on your site and create an ad for each product. If no products are found, check that your site meets the requirements.


If you already have a feed with current prices and a list of products, use this feed. This can be one of the previously uploaded product feeds or a new feed added via a link or uploaded from a device.

  1. Specify the type of business.

    To upload a feed, you must select the type of business that you are advertising.

  2. Add a link to your feed.

    The file format depends on the selected type of business. Also enter your username and password if they are required to access the link.

  3. Click Upload feed.

Specify elements from the feed for titles and text, if needed.

Ad titles and texts for stores are generated automatically by default. You can explicitly specify the feed data to be used in titles and texts. Open Advanced settings, then under Manual text management, select the recommended feed elements that best suit your ad title or text:

  • Title: The texts from the specified elements will be used in the ad title. You can specify up to 5 elements. Their data will be added step-by-step until the title length reaches 56 characters. If there are more characters, the title may be cut off.

  • Text: The texts from the specified elements will be used in the ad. You can specify up to 5 elements. Their data will be added step-by-step until the text length reaches 81 characters. If there are more characters, the text may be cut off.
List of supported elements for each feed type
  • Yandex Market feed: name, typePrefix, model, vendor, description, sales_notes.
  • Google Shopping feed: title, g:title, description, g:description, brand, g:brand, color, g:color, material, g:material.
  • Special feed for Google Ads (CSV): Item title, Item description.
  • Universal feed (CSV): Title, Description.
  • feed: mark_id, folder_id, modification_id, body_type, year.
  • Yandex Realty feed (XML): description.
  • Hotels and rentals feed for Google Ads (CSV): Property name, Destination name, Facilities.
  • Flights feed for Google Ads (CSV): Destination name, Destination address, Origin name.
  • Travel feed for Google Ads (CSV): Destination name, Destination address, Origin name, Title.
Manual product management

You can add product descriptions manually. Fill in the card for each product:

  • Specify the link to the product, add the name and description.
  • Add up to 5 images of at least 450 × 450 pixels and up to 10 MB.
  • Specify the price and additional information: product category, manufacturer, model, and availability.

All the added products will be consolidated into a single feed per username. You can add up to 1000 products from different categories.

If you want to use distinct campaigns to advertise different products from one or more sites, be sure to set up filters in each campaign, for example, select a category or manufacturer.

All descriptions and images must meet the requirements.

Step 2. Check the ads for catalog pages

Created ads can't be edited. But you can disable the option.

By default, when you create a new campaign, Yandex Direct generates ads for any catalog pages that the robot detects on the site. If this doesn't happen, Yandex Direct prompts you to import the information from a file.

Create ads automatically

The Yandex robot crawls catalog pages on the site. An ad for each catalog page is created automatically using the text and pictures from the site. These ads will be placed on the search and in the YAN. You can check out examples in the Ads for catalog pages section.

In order for the robot to accurately identify the catalog pages, they must be marked up in special structured data format.

Created ads can't be edited. But you can disable the option.

Import information from a file

If you want to advertise only certain sections or if you don't use structured data markup in your site's code, prepare and upload a CSV file. You can only upload one file per campaign.

File requirements
  1. CSV format with UTF-8 encoding.
  2. Use commas “,” or semicolons “;” as the separator.

    If you choose to use commas as the separator, check if any field contains commas in its text. If it does, the entire text of that field must be enclosed in quotes. For example: "Dairy, plant-based drinks".

  3. The file header must include the full list of columns: Url,Title,Description,Offer minimal price,Currency,Image url 1,Image url 2,Image url 3,Image url 4,Image url 5.

    Name and description of fields:

    Name Description

    Link to the catalog page. Each link must be unique.

    Required field.


    Catalog name.

    Up to 56 characters including spaces and punctuation.

    Required field.


    Description. Up to 81 characters including spaces, and up to 15 punctuation marks.

    Recommended field.

    Offer minimal price Minimum product price in the category. Integer without separators. If the number is a fraction, round it to a whole number. For example: 150000.
    Currency Alphabetic currency code. For example: RUB, USD, EUR.

    Required if you provide Offer minimal price.

    Image url 1, Image url 2, Image url 3, Image url 4, Image url 5

    Links to images on the site.

    These must be direct links to an image, rather than links to a page where the image can be downloaded.

    For example, you can't use Yandex Disk links because they lead to pages. To add a direct image link, right-click the image and copy its link using the dropdown menu. The resulting link should look like this:

    Recommended field.

  4. The maximum number of rows is 1000
How to create a CSV file

Enter your data in any spreadsheet editor, like Excel or Numbers. Save the file in the CSV format with comma delimiters.

In Excel (Windows):

  1. In the top menu, select FileSave as.
  2. Name the file using the File name field.
  3. Under Save as type, select “CSV (Comma delimited) (*.csv)”
  4. Click Save.

In Numbers (iOS):

  1. In the top menu, select FileExport toCSV....
  2. In the Export Your Spreadsheet window, go to the CSV tab and open the Advanced Options.
  3. In the Text Encoding field, select “Unicode (UTF-8)”
  4. Click Next....
Possible errors when uploading a file
  • Invalid encoding: Make sure that your file has UTF-8 encoding.
  • File can't be empty: Make sure that your file contains rows with catalogs.
  • List can't include more than 1000 rows: Make sure that your file contains less than 1000 rows.
  • Field can't be empty: Make sure that all required fields are filled in.
  • Title can only include characters supported in banners: Make sure that the file doesn't contain invalid characters.
  • Word length can’t exceed: Make sure that there are no words longer than 56 characters in the file header and 81 characters in the file body.
  • Loose comma: Make sure that all commas and quotes adhere to the CSV schema.
  • Enter different values: Make sure that all links in the URL field are unique.

Download sample file

To update ads for catalog pages that were generated from a file, upload a new file containing the updated data. The ads will be generated again.

Step 3. Set up an ad about your store

  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
    Recommended aspect ratio 16 : 9; 1 : 1; 9 : 16
    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
    Note. Videos created in Video Builder meet all the above requirements.

    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, the 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 4. Define your audience

  1. Specify the display regions: select the desired regions in the drop-down list or click them on the map.

    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. Ads are served in search results and in ad networks using autotargeting.

Step 5. Define your campaign budget and goals

  1. Yandex Metrica tags are added to your campaign automatically, but if it didn't happen for some reason, then add them manually in the Enter the tag ID field.

  2. Select your campaign goals under Conversions. Specify how much you are willing to pay per conversion.

    Order from a site or app

    Select one goal per each sales funnel that starts with an action on your site. For example, placing an order using a shopping cart, purchase in one click, callback, and so on.

    You can specify the cost-revenue ratio for the goal “Ecommerce: purchase” with e-commerce enabled or for goals relating to orders from CRM transmitted via the conversion center or Yandex Metrica. For this, in the drop-down menu next to the goal, select Cost revenue ratio and enter its value.


    If you sell by placing or receiving calls from your customers, use these goals for optimization. Learn more about call tracking.

    Offline conversions

    Yandex Direct can evaluate the effect of online ads on your offline sales and use them during optimization. Learn more about transmitting conversions.

    Other conversions

    Specify other conversions that are relevant to your business. For example, email newsletter subscription.

  3. Define the weekly budget. It should cover at least ten conversions for the most expensive goal.

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

    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.

  4. Choose a payment model: Per click or Per conversion.

    The strategy will be selected automatically depending on your settings:

    • If you set a single goal with its cost specified and “Pay-per-conversion” selected, then the campaign will bring you maximum conversions for the goal.
    • If you set multiple goals with their costs specified and “Pay-per-conversion” selected, you will get maximum conversions for all the goals. When multiple conversions are completed, you are charged for each one.
    • If you set one or more goals with their costs specified and “Pay-per-click” selected, you will get maximum conversions for the goals, and the weekly average CPA for each goal will tend to approach the specified CPA. The average CPA is calculated as an average weekly ratio of ad spending to the number of conversions. You will pay per click through to your site.
    • If you select the “Ecommerce: purchase” or another goal you are transmitting revenue for, specify the cost revenue ratio, and choose “Pay-per-click”, you will receive maximum conversions for the goal, and your cost revenue ratio will be maintained within the specified percentage. You will pay per click through to your site.
    • If you select multiple goals without setting their values and use “Pay-per-click”, you will get maximum conversions within the given weekly budget. You'll be charged for click throughs to your site, and Yandex Direct will select the audience that is most likely to convert.

Ad moderation and payment

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

Ads for products and ads for stores are checked separately. If your products belong to a category that has special placement conditions so that their ads can't be placed in the Product campaign, you will see a warning in the moderation status on the campaign page. Your moderation results will also be emailed to the address you provided when registering 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.

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 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 will display statistics for impressions, clicks, conversions, CPA, and costs. You can also view data about the effectiveness of different elements of your store's ad.

In analytical systems (for example, in Yandex Metrica), a product campaign will be displayed as three campaigns with the same name and settings: for a store, for products in search results, and for products in YAN. However, statistics for the campaigns in Yandex Direct will be aggregated.

The charts will show statistics by display region.


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.

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.

You can compare the metrics of your product campaign with other ad types in the Report Wizard. Statistics are also delivered over the API.

Have questions?

Attention. Our customer service department can only help you with the campaigns created under the same username you use to contact us. You can see your current login in the upper-right corner of the screen. Our team can access your data only when processing your request.

You can contact us from 10:00 to 19:00 (UTC+3) by phone:

Moscow: +7(495)780-65-20

Toll-free within Russia: 8(800)234-24-80, ext. 9


To access campaigns, a customer service specialist will need your PIN.