Ads for mobile apps

Ads for mobile apps are a Yandex Direct tool that allows you to promote your app for iOS or Android. Developers and publishers can use this tool to attract new users or bring back those who haven't logged in to the app for a long time.

These ads are shown in search results and in the Yandex Advertising Network on tablets and mobile devices.

Objectives achieved

Launch methods

In the unified performance campaign: Choose this campaign type to access advanced features in Expert mode and gain more flexibility in managing your mobile ad campaigns.
In Campaign Wizard: Choose this campaign type to quickly launch ads for mobile apps. All campaign settings can be configured on the same page.

Feature comparison: creating ads for mobile apps using a unified performance campaign and the Campaign Wizard:

	Campaign Wizard	Unified performance campaign
Retargeting scenario	Group-level audience division with limited deeplink management	A separate campaign-level retargeting scenario with flexible deeplink management
Statistics	Available in Report Wizard without a breakdown by group	Available in Report Wizard with a breakdown by group
Targeting	Keywords Autotargeting Retargeting & Audiences	Keywords Autotargeting Retargeting & Audiences Interests and habits
Ad types	Combinatorial ads Playable ads	Combinatorial ads Image Playable ads Product ads
Time targeting	Unavailable	Available
Budget for a custom period	Unavailable	Available
Bid adjustments	By gender and age By region By target audience	Campaign level: By region Campaign and group levels: By gender and age By device manufacturer By operating system version By target audience By income level Group level: By weather By conversion action
Disable impressions	Unavailable	Available
Deeplink settings	Configured in the one-stop tracking link window	Separate fields for managing deeplinks and deferred deeplinks
Alternative app stores	Available	Available
Custom app pages	Unavailable	Available
Portfolio strategies	Unavailable	Unavailable
Experiments	Unavailable	Unavailable

Ad types

Combinatorial ads are an ad type where you provide multiple options for the title, description, image, and video, and Yandex Direct combines them into a wide variety of Text & Image ads. You can launch them in the Campaign Wizard and in unified performance campaigns.
Image ads are an ad type that allows you to engage your audience using images. You can launch them only in unified performance campaigns.
Playable Ads are an ad type that allows you to engage your audience with dynamic HTML5 banners. You can launch them in the Campaign Wizard and in unified performance campaigns.
Product ads are a type of ad generated from a feed. Feeds contain product information, such as names, images, and prices, along with a tracking link. If you add a deferred deeplink to the tracking link, users will be redirected to the product card immediately after installing the app. You can launch them only in unified performance campaigns.

Examples of ads

Combinatorial ads

Image ads

Playable ads

Product ads

In the Yandex Advertising Network:

Advantages

Reach a targeted mobile audience

Ads are served on mobile devices in Yandex Search and across the Yandex Advertising Network, the largest partner network on the Russian internet. With these ads, you can acquire new users, increase app installs, nurture customer relationships through retargeting, and boost repeat conversions.

Ad formats for ads for mobile apps

A campaign can include different types of ads: text ads, ads with an image, image-only ads, and ads with a video. We recommend using as many options as possible so that ads are served on all available sites.

Ad design recommendations

Selecting a strategy

Special strategies for serving ads for mobile apps focus on bringing you more app installations and targeted user actions in the app.

Precise targeting

To identify your audience, you can use a variety of targeting methods, including keyword targeting, pre-defined audience segments, autotargeting, retargeting lists, and adjustments to effectively reach your ideal audience.

With a wide range of targeting options, including age, gender, location, and income level, you can create a highly specific audience profile.

Questions?

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