The phone number of the organization

In “Text & Image ads” campaigns you can add the phone number of the business from Yandex Business Directory. You can use different numbers for different ads. For example, in ads with a promo offer for a product, add the phone number of the sales consultant, and in an ad about delivery services, give the number of the delivery department.

This will make your ads more targeted, allow you to process the client's request faster, and get statistics by clicking a phone number or call button.

  1. How to add a phone number
  2. Call tracking analytics number
  3. Bulk number management

How to add a phone number

You can specify the phone number on the ad creation or editing page in the new Yandex.Direct interface.
Step 1.

Make sure that the ad is linked to a business in Yandex Business Directory. If your business isn't registered there, you can quickly add it and link it to your ad immediately. To do this, click Add business.

Step 2.

Make sure that you have the rights to the business. Only business owners or representatives can choose the phone number.

Learn more about how to confirm your rights to a business.

Step 3.

Under Company contacts, edit Phone number in ad. You can select one of the phones from the drop-down list or add a different number. The information in Yandex Business Directory will not change.

The phone number can be shown in ads on search or ad networks, as well as in ads in Yandex.Maps.

Call tracking analytics number

The call tracking analytics number is a forwarding phone number for tracking call statistics. You can use it to evaluate the number and quality of calls originating from your ads. You can track the call source down to the keyword level.

The call tracking analytics number is provided free of charge. Users see this number in ads and their calls are redirected to your company's fixed or mobile number.

Call tracking analytics is only available for Russian numbers. You can only use one call tracking analytics number per company.

How to enable a call tracking analytics number

On the ad creation or editing page, go to Company contacts. In the Phone number in the ad drop-down list, select a call tracking analytics number.

Configuration example

Specify the number to forward inbound calls from your ads to. The call tracking analytics number is selected automatically from the database of available numbers.

If the number is not used in the ad, it can be automatically replaced 10 days after the ad was last served.

How to track calls

When you get an inbound call from the forwarding number, you'll hear a voice message "Yandex.Direct brought you a potential customer."

In the Report Wizard, in the Data by goal field, select the “Call” goal and evaluate your call handling performance. For example, you can see the response waiting time, call duration, or missed call status. For more information about the “Calls” report group, see Yandex.Metrica Help.

To explore the factors affecting the number and quality of calls, add cross-sections to your report and compare them. Read more on how to make decisions based on statistics.

How to set up call optimization

When you enable a call tracking analytics number, you can use the “Call” goal as a priority goal in your conversion-based strategies (for example, “Optimize conversions” or “Optimize ROI”). This will focus the system on your goals: it will automatically select bids to attract the maximum number of calls and meet your strategy's criteria.

You can also select the “Call” goal when you create a retargeting segment. This way you can build different scenarios for communicating with your customers.

Bulk number management

You can bulk add, replace, or unlink a phone number from multiple Text & Image ads.

  1. On the Campaigns page, select the desired campaigns and go to their ads.
  2. Select several ads or the entire list.
  3. Click Actions and select Phone number in the ad from the menu.
  4. Select one of your company's phone numbers from the list or enter a number manually. If your ads use contacts from different companies, you can select one of the numbers you added manually.
    The number will be added or replaced in all the selected ads.
    Configuration example