Setup in a unified performance campaign
Add an organization to Yandex Business
For your organization to appear in Yandex Maps, add it via the organization selection interface in your campaign or in your Yandex Business account.
The more details you provide, the more eye-catching and appealing to users your company becomes, and the more frequently it appears in ad placements. Specify its name, contact information, and business hours. Add a logo, cover, photos, products, and services. For more information, see How to fill out an organization profile on the Yandex Business portal.
If your organization is already added, find it and verify your ownership.
Selecting an organization
Enter a link to your site. Your company automatically appears under Company from Yandex Business.
If the organization can't be found, click Add organization. If the desired organization is missing from the list, click Create organization and complete its profile.
If your organization is a chain with multiple branches, the entire chain will be linked to the organization profile. Promote the entire chain or specific branches.
You can link selected branches to your campaign right away or save them to the library for later.
Note
If you select multiple branches, contact details won't appear in the ad when it's shown in search results. Contact details will appear in the ad if only one branch is selected.
You can link an organization at the campaign and ad level. An organization added at the ad level has priority over an organization added at the campaign level.
You can link different organizations to a single ad. As a result, you can promote multiple organization profiles in a single campaign.
Alert
If you unlink the organization at the ad level, the ad won't participate in the Yandex Maps auction.
Ad placement
Under Placements, leave the default value Yandex Search, Yandex Advertising Network, and Yandex Maps or select Manual setup → Yandex Maps and/or List of organizations in search results.
Strategy and goals
Set up the strategy and goals. For more effective promotion in Yandex Maps, add goals from the site and some tag goals for the organization profile. This tag is created automatically for the organization profile and records such user actions as clicking the “Call” button, clicking the “Build route” button, going to a messenger, and others.
Tip
If you choose Yandex Maps as the only placement and select the "Maximum conversions" pay-per-click strategy with a cost revenue ratio limit, we recommend also setting up a tag goal for your organization profile among your optimization goals.
Available tag goals for the organization profile
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Goal in Yandex Metrica |
Action that triggers the goal |
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Clicking “Show phone number” or clicking the phone number in mobile apps. |
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Clicking the |
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Clicking the green button |
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Clicking the organization profile. |
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Clicking the |
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Clicking the WhatsApp |
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Clicking the Telegram |
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Clicking the Viber |
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Clicking the VK |
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Clicking the OK.ru |
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Clicking the YouTube |
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Clicking the button when watching a story. |
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Clicking the |
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Clicking the |
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Clicking the Example
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Button click |
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Clicking the |
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Button click |
button or the Directions link.
in the organization profile (button text may vary).
button in Yandex Maps and Yandex Navigator and clicking the site address.
button
button
button
button
button
button
button in the Yandex Maps and Yandex Navigator mobile apps and ordering a ride from the Yandex Maps site.
button and selecting the Favorites option.
button while making an online booking.
button on the Yandex Maps site.
To learn more about the tag for the organization profile, as well as about events and goals, see Yandex Metrica Help.
Advanced campaign settings
Adjustments
Adjustments by region are unavailable.
Site monitoring
If the site is unavailable, site monitoring suspends ad placement, including in Yandex Maps and in the list of organizations in search results.
Disabling impressions
If you select Yandex Maps as a placement, you can't disable impressions on Yandex Maps sites (Yandex Taxi, Yandex Navigator, Yandex Maps for mobile devices, and more), as well as disable impressions by IP address.
Ad prioritization
In Yandex Maps and in the list of organizations in search results, ad prioritization is unavailable.
Setting up an ad
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Add a promo at the campaign or group level. Under Additional ad elements, select a previously added promo or create a new one. It is displayed in the organization profile in the list of organizations in search results and makes the organization more visible.
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Under Texts, enter a title and text: they are displayed in the organization profile if no promo has been added. Additional titles aren't used for ads in Yandex Maps and in the list of organizations in search results.
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By default, the ad includes an action button. It appears in the organization profile in Yandex Maps. The button is shown only if the ad wins the auction.
The button name and link are generated from the Yandex Business tag goals configured for your campaign. If your campaign doesn't include any goals from the Yandex Business tag, the default text is "Go to website". You can set up the action button in the Button section: choose a button name from the suggested options and enter a link to your site, booking form, or social media account.
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Under Contact info, select the organization's phone number or add it manually. This number appears in the organization profile during impressions.
Note
Other ad elements, such as images, videos, or sitelinks, aren't displayed in the organization profile.
Notes on impressions
In Yandex Maps and in the list of organizations in search results, there will be no impressions:
- By keyword.
- Based on interests and habits.
Geotargeting
Regions selected in the campaign settings don't affect impressions in Yandex Maps or in the list of organizations in search results. For example, a user from Moscow is searching for an organization in Saint Petersburg. They may still see relevant profiles of organizations in the selected region. Other organizations may be displayed when changing the map scale.
Autotargeting
For effective promotion in Yandex Maps, enable impressions for all query categories when setting up autotargeting. The organization's ad is shown only if its categories match the user's search and its profile includes relevant products and services.
Note
In contrast to Yandex global search, Yandex Maps users are more likely to search for information using broad queries.
There will be no impressions for branded queries in Yandex Maps.
Audience segments
In the list of organizations in search results and in Yandex Maps search, audience segments are combined with autotargeting using the logical AND operator. This means that ads are served to users who belong to the audience segment and meet the impression criteria.
When viewing Yandex Maps without a search, audience segments are combined using the logical OR operator. Ads are shown to users who match at least one impression criteria or audience segment.
Offer retargeting in Yandex Maps and in the list of organizations in search results doesn't work.
Learn more about unified performance campaigns.
Have questions?
Alert
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