Promotion in Yandex Maps
Yandex Maps is a service that helps people get directions, find places, and accomplish their everyday tasks. Organization profiles are shown to users when they're searching for something or simply browsing the map. You can use additional profile attributes to stand out from your competitors and make your organization more noticeable, capturing user attention.
How it works
Most of the time, ads appear in the first 10 positions of search results. This is the most prominent area of the page that effectively captures the attention of users. Statistics show that the top ten positions receive up to 86% of all traffic.
Relevant queries
Ads are shown only for queries related to your services, products, or business area.
Exclusion from impressions
Your ads won't appear:
- For queries that include the name of your organization or a competitor organization.
- For queries that include a full address.
Placement in search results
Your company's placement depends on the CPC and whether users convert (for example, by making a call or building a route) when they see the organization profile for a specific query.
The probability of impressions is calculated individually for each user based on the quality of the organization's services (its rating and reviews) and the content of the organization profile. For better chances at top ad placements, choose the right categories in your organization profile, specify key features, and add a catalog of products and services. The more data you provide and the better its quality, the more likely you are to attract customers.
Restriction for chain companies
No more than five branches of the same chain can appear in search results at the same time.
Your ad may appear in the Similar places carousel for search queries that mention a competitor brand.
The carousel appears when:
- The searched organization doesn't have an active brand promotion.
- The searched organization has an active brand promotion but couldn't win against all auction participants.
You can't manually manage impressions for queries that mention specific brands. The system automatically selects organizations for the carousel based on category, company size, and location, and then runs an auction between them.
Carousel impressions are enabled by default for Quick start and Campaign Wizard campaigns. In a unified performance campaign, you can enable carousel impressions using autotargeting categories.
Placement in search results
The Similar places carousel appears starting from the third position in search results on Yandex Maps and can include up to three business profiles. The specific position in search results depends on the auction outcome.
|
Carousel impression criteria |
Position in search results |
Number of profiles |
|
The searched organization doesn't have an active brand promotion, or competitors won in the carousel auction |
3 |
3 |
|
The searched organization won against one competitor in the carousel auction |
4 |
2 |
|
The searched organization won against two competitors in the carousel auction |
5 |
1 |
|
The searched organization won against all competitors in the carousel auction |
Doesn't appear |
— |
How it works when browsing Yandex Maps without searching
When users are browsing Yandex Maps without a search query, organization pins appear based on user interests and habits. Promoted organizations are more likely to have their pins appear on the map. When zooming in, its name and icon become visible earlier than those of other nearby companies.
Organic and promoted pins look the same. The organizations that appear as pins on the map are selected via auction. You only pay for clicks on promoted pins.
Green pin in search results on Yandex Maps
Company labels appear in Yandex Maps during searches. For organizations without promotions, the label is blue. Labels of companies promoted in Yandex Maps are shown in green when the ad wins the auction. Green labels are larger and brighter, making your organization stand out among others. Even when zoomed out, the green label remains visible, capturing user attention and helping potential customers remember its location.
Next to the green pin, users may also see the organization's name and extra details, such as its rating, business hours, or products and services offered.
New organization profile elements
Additional elements help to capture user attention and make interaction with your organization profile more convenient.
Ad title and text
The text in the organization profile is clickable and directs users to the specified link.
Action button
The organization profile button can lead to a site, a booking form, or a social media page.
Book online
The ad button appears in the ad if the organization has online booking enabled. Clicking the button makes two links appear: “Book online” and a link with the action button text.
Warning
All these benefits only apply to impressions. If the organization appears in organic results, the green label won't be shown and the organization profile won't include any extra elements.
Attribution in WhatsApp
If you use a link to WhatsApp in Yandex Maps, a template with the following text will be added to the first message from the customer: “Request from Yandex Maps. Hello, I'm interested in your offer.”
Note
At the moment, you can't change the template text.
If you have an active campaign on Yandex, the message will contain an ID (to learn more, see the table below).
The customer can edit the message — delete the template text and write their own message.
|
Description |
Message |
Notes |
|
Message for all organizations |
“Request from Yandex Maps Hello, I'm interested in your offer.” |
|
|
Message for an organization with an active campaign in Yandex Direct |
“Request No. D5768768686 from Yandex Maps Hello, I'm interested in your offer.” |
In the request number: D means Yandex Direct, 5768768686 is the ID of a campaign banner in Yandex Direct |
|
Message for an organization with an active campaign in Yandex Business |
"Request No. B47687686 from Yandex Maps Hello, I'm interested in your offer.” |
In the request number: B stands for Yandex Business, 47687686 is the campaign ID in Yandex Business |
How to configure
Learn more about setting it up.
Statistics
To assess the results of promoting your business, track statistics for impressions, clicks, and conversions for your selected goals.
You can view statistics for impressions on Yandex Maps in the Report Wizard. To analyze where your ads appear, generate a report with this dimension: Placement type → Yandex Maps.
The report displays all key metrics, along with performance data broken down by format: green pin, search results on Yandex Maps, and business profile.
If you want to see how well your business is performing in the Similar places carousel, add the Query category and Branded queries dimensions to your report.
Have questions?
Alert
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