Setup in a unified performance campaign
Add an organization to Yandex Business
For your organization to appear in Yandex Maps, add it through the organization selection interface in an ad campaign or through 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 a company 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.
You can link an organization at the campaign and ad level. An organization added at the ad level has a priority over an organization added at the campaign level.
You can link different organizations to a single ad. As a result, you can advertise 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 advertising in Yandex Maps, add goals from the site and 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.
Note
The “Maximum conversions” pay-per-click strategy with a limit on CPA allows adding only one goal. We recommend using this option if Yandex Maps is the only selected placement. Specify a tag goal for the organization profile. To optimize for multiple goals, you can use any other strategy with available limits on expenses.
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 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 taxi from the Yandex Maps site.
button and selecting the Favorites option.
button while making an online booking.
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. An additional title for ads in Yandex Maps and in the list of organizations in search results isn't used.
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Under Button, add an action button with a call to book an appointment, request a call back, or buy a product or service. Select a text for the button from the suggested options and enter a link to the site, booking form, or social media page where it should lead. The button appears in the organization profile in Yandex Maps.
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Under Contact info, select the organization's phone number or add it manually. It will be displayed in the organization profile in ad 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 ads are only served if its categories match the user's search term and if relevant products and services are available in the organization profile.
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.
Retargeting & Audiences
In the list of organizations in search results and in Yandex Maps search, retargeting is combined with autotargeting using the logical AND operator. This means that ads are served to users who meet both the retargeting and impression criteria.
When viewing Yandex Maps without search, retargeting and audience targeting work using the logical OR operator. It means that the ad is shown to users who meet at least one of the selected criteria.
Offer retargeting in Yandex Maps and in the list of organizations in search results doesn't work.
Learn more about unified performance campaigns.
Questions?
Alert
Our customer service department can only help you with the campaigns created under the same username you use to contact us. You can check your username by opening ya.ru in another browser tab. Our team can access your data only when processing your request.
