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.
Set up your campaign
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 settings Yandex Search, Yandex Advertising Network, and Yandex Maps or select Manual setup → Yandex Maps and/or List of organizations, hotels, and service gallery.
Strategy and goals
Set up the strategy and goals.
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If you want to drive as many conversions as possible, use the Maximize conversions strategy with a CPA limit.
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If you want to maximize reach, choose either the Maximize clicks or Maximize conversions strategy, and then apply a budget limit to your campaign.
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.
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 |
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Visiting an organization or being in its vicinity after opening the organization profile in Yandex Maps. The attribution window for an organization visit is 21 days. The likelihood of conversion for this goal depends on a variety of factors. |
button or the Directions link.
button click in the Yandex Maps and Yandex Navigator mobile apps after a route is built.
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 don't apply.
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 doesn't apply.
Configure an ad group
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.
However, if you offer local services, you can set a specific region on the map — for example, a 3-kilometer radius around your coffee shop. If you do this:
- The system will automatically find an audience within that radius.
- Your business profile will show up only when your coffee shop appears on the map actively viewed by the user.
Note
Keep in mind that this geotargeting setting significantly reduces the number of potential customers who will see your business profile.
Autotargeting
For effective promotion in Yandex Maps, enable impressions for all query categories when setting up autotargeting. The organization's ad is 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.
To enable ads in the "Similar places" carousel, go to the Brand mentions on Yandex Search and Yandex Maps section and enable Queries that mention your brand and/or Queries that mention competitor brands.
Related terms
You can leave this section empty. Keywords won't trigger your ads on Yandex Maps and in the list of organizations in search results.
Interests and habits
Describe your target audience's interests and habits, such as the topics they follow, the organizations they engage with, and the websites they browse.
Organization pins are shown to users based on their interests and habits when they browse Yandex Maps without a specific search query.
Note
Because users on Yandex Maps are primarily looking for specific companies, you may see fewer impressions based on interests and habits in your statistics.
Audience segments
Add audience segment criteria.
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.
Setting up an ad
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Specify the ad link.
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Make sure the link also appears in the organization profile in Yandex Business. Users who click the ad text in the organization profile will be redirected to the specified link.
Warning
If the ad link doesn't match the one from the organization profile in Yandex Business, the ad text in the organization profile is unclickable.
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Under Texts, enter a title and text — they'll appear in your business profile and make your company stand out to customers. 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, an action button will be added to your ad. It appears in the organization profile in Yandex Maps. The button will appear in the ad if it wins the auction.
The button text and link are generated from the Yandex Business tag goals configured in 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.
For your configured button to appear in the organization profile in Yandex Maps:
- Add the link you specified for the button to the organization profile in Yandex Business.
- Add the "Action button" goal to the campaign.
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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 your impressions.
Note
Other ad elements, such as images, videos, or sitelinks, aren't displayed in the organization profile.
Learn more about unified performance campaigns.
Have questions?
Alert
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