Promo

A promo is an ad extension that includes a brief description of the promo and a distinct label or background. Promos are added to ads in search results if they get the first premium placement. Additionally, an ad with a promo may appear within a specialized SERP layout. In YAN, the serving of extensions with ads is governed by the Smart Design algorithm. When clicking the promo, the user may be forwarded to a website or app page that is different from the page linked in the ad.

You can add promos to your unified performance campaign when creating or editing it. While only one promo can be added to a single campaign, you have the option to set up a separate promo for each of its ad groups.

Benefits

A promo helps you expand your ad message, attract users by a vivid label, and add another link to your ad. According to our research, ads with promos demonstrate a 30% higher CTR. This contributes to the overall growth in conversions and decreases your CPA.

For example, if you set up promos at the group or campaign level and launch product ads in a unified performance campaign, information about discounts, bonuses, and gifts for purchases may appear in single-product banners and a mosaic. This info draws attention to ads, increases their CTR, and encourages users to make purchases.

How to create a promo

In the campaign settings, under Additional ad elements, click Promo → Add. Select a promo from the library or create a new one. In the Promo window, fill out the fields:

• Promo type: Select a relevant option, for example, “Discount”, “Benefit”, “Cashback”, “Gift”, “Free”, or “Installment 0%”.

• Edit the discount, benefit, or cashback:

  • Prefix.

  • Amount: Specify an integer between 1 and 100 (for percentage) or 1,000,000 (for currency). Required field.

  • Unit: Select “%” or a currency.

• Promo code: Specify the discount promo code. The promo code must be 16 characters or less.

  In certain formats, if you include the promo code in a separate field, users may be able to copy the code directly from the ad, navigate to the website, and make a purchase using the copied promo code.

• Promo description: Specify products or services that the promo applies to. Between 3 and 45 characters, including the text from the Promo type and Promo code sections. Required field.

• Promotion period: Pick dates from the calendar or type them in DD.MM.YYYY format. Both fields are optional. Cases:

  • Both dates are entered: The promo is shown in ads only between the dates (inclusive). The promo is removed from the ads on the following day.

  • The end date is entered: This date is used in the promo text as its deadline. The promo is removed from the ads the day after the specified date.

    For ads with impressions in the Yandex Advertising Network and a specified end date, the promo can feature a countdown timer, indicating how long it will last and encouraging visitors to act fast if they want to take advantage of the limited offer.

  • Both fields are empty: The promo is always shown in ads.

The final text of the promo is generated based on the promo type, discount, promo code, description text, and the end date. The promo text will be in the language selected in the Language field. Only Russian is currently supported. Double check the promo text.

Add a link to the promo page if needed: it must belong to the same domain as the main link in the ad, except for links to your pages on social media or Yandex Market. In the link, you can use UTM tags with dynamic parameters. In this case, you can add one promo to multiple campaigns. If you omit the link, the page linked in the ad is shown.

Promos are stored in a separate library. To view or edit them, click Library → Promos. You can create a maximum of 1000 promos. You can only delete promos that are not used in campaigns from the library.

Editing and moderating promos

Both your promo text and link are moderated. As soon as they pass moderation, the promo is added to every matching ad in your campaign.

If you edit your promo text or link, the previous version shows up in your ad before the new text and/or link pass moderation.

Promo for an ad group

You can add a promo to the entire campaign or to individual ad groups. When creating or editing an ad group, under Additional ad elements, select Promo.

Select a relevant option:

• Use the promo from the campaign. Inheritance is enabled by default for all groups in the campaign.
• Set a promo for this ad group. To add another promo for this ad group, select the one you need from the library or create a new one.
• Disable promo. Choose this option if you don't want to show a promo set up in your campaign in this specific ad group.

In the promo library, the group count only includes the ad groups where the promo was added explicitly rather than inherited from the campaign.

Bulk editing of promos in campaigns and ad groups

You can replace or unlink promos across multiple campaigns or ad groups using the bulk tool:

1. Prepare new promo texts. In the menu, select Library → Promos → +Add promo.

   Wait for the texts and links to pass moderation.

2. On the My Campaigns page, select the desired campaigns and click Actions at the bottom of the page. In the menu, select Promo.

3. In the window that opens, select:

   • Replace promo: Enter the desired promo, then click Apply. In the selected campaigns, promos will be replaced with the specified promo.
   • Unlink promo: Click Apply. All promos in the selected campaigns will be unlinked.

4. To replace a promo in ad groups, go to My campaigns, select the campaigns you want to update, and click the Groups tab. Select the ad groups and click Actions at the bottom of the page. In the menu, select Promo. Replace the promo or unlink it from the ad groups.

Statistics

Impression statistics for ads are available in the Report Wizard. To analyze the number of clicks on the promo, select the cross section Click position → Promo.

Questions?