Unified performance campaign
A unified performance campaign (UPC) is a tool that helps marketing experts who run promotions in Yandex Search, Yandex Maps, and the Yandex Advertising Network to holistically address their performance goals using a single campaign with flexible settings.
The ads are shown in search results and in the Yandex Advertising Network on desktop browsers, tablets, and mobile phones.
Advantages
Unified interface structure:
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General settings are set at the campaign level: placements (search results, the Yandex Advertising Network and Yandex Maps, or only specific placements, Telegram channels), strategy, campaign dates, schedule, and advanced settings that can be applied to all groups.
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At the group level, you configure targetings for your desired audience: geotargeting, autotargeting, relevant keywords, interests and habits, audience segments, group scenario, type of content on ad platforms, as well as the settings that can be applied to all ads in the group.
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At the ad level, you've got everything you need for managing ad layout: ad type, fields for uploading texts, images, videos, sitelinks, callouts, contact details, and other additional elements. For product ads and catalog pages, you can upload feeds and set up filters. You can also preview them here.
UPC ad types
A single campaign can have different types of ads. We recommend you create as many variations as possible so that your ads can be served on all the available ad platforms.
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Product ads |
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Automatic ads for product offers are created for each promoted product or service from your site or feed. They are served in search results and ad networks. |
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Catalog pages |
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Automatic ads for catalog pages are created for your product or service catalog that you want to promote and are based on your site or feed. They are served in search results and ad networks. |
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Text & Image ads |
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A Text & Image ad with text
They are served in search results and ad networks. |
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Text & Image ad with an image or carousel
Ads with images are served in ad networks. |
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Text & Image ad with a video
Ads with videos are placed in the video network and other relevant sites of the Yandex Advertising Network in the OutStream and InStream units. Users can choose to skip the video after five seconds. |
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Combinatorial adsβ |
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Add a few titles, texts, images, and videos, and Yandex Direct will generate multiple banners from them. Combinatorial ads can appear on Yandex Search, ad networks, in the product gallery, and on Yandex Maps. |
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Image ads |
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Pitch your offer in a single image. These are images you click on to get to the promoted site. Image ads combine the advantages of display campaigns and promotion in Yandex Search, Yandex Maps, and the Yandex Advertising Network. Image ads are only shown in ad networks. |
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Neuro adβ |
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Text & Image ads generated by AI based on information from your site. |
You can serve your ads in a combined format. This format can combine ads of different types, including:
- Text & Image ad for a store and product ads.
- Ad for catalog pages and product ads.
- Combinatorial ad and product ads.
- Neuro ad and product ads.
To serve an ad in a combined format, add different types of ads, such as Text & Image ads, combinatorial ads, neuro ads, product ads, and ads for catalog pages, to a single group. Set up targetings, such as keywords, for the group and they will be used as display criteria. To ensure that the combined format contains both ads for catalog pages and product ads, both ad types must be generated from the same source: a feed or a site.
FAQ
Which strategies can I choose?
You can use the following strategies in unified performance campaigns:
- Maximum clicks.
- Maximize clicks with manual bids (in campaigns promoted only in search results).
- Maximum conversions.
- Maximize profitβ.
On top of that, you can use portfolio strategies to combine multiple unified performance campaigns, for example, with different placements or ad types.
What are the main differences between a Unified performance campaign and the Campaign Wizard or a product campaign?
The main difference is the capabilities offered by the Expert mode:
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Option to serve ads exclusively in Yandex Search or in the Yandex Advertising Network, as opposed to mixed campaigns.
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Multiple groups within the same campaign.
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CPA adjustment at the group level.
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More flexible customization of strategies and targeting.
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Ability to combine multiple UPCs into portfolio strategies.
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Detailed Report Wizard statistics.
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Bulk actions.
What are the main differences between a Unified performance campaign and other Expert mode campaign types?
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Flexible promotion setup on three levels: campaigns, groups, ads.
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You can use a single campaign to create ads of all types, as well as create ad groups with different settings under a single strategy.
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Additional flexibility in configuring campaign KPIs offered by the ability to adjust targets at the group level.
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Ongoing development of new ad formats and features.
What's the right way to migrate campaigns to a UPC?
We recommend migrating your traffic gradually, reducing it in the least effective campaigns. For the most seamless switch to a UPC, migrate your product campaigns either one product category or one region at a time:
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In the UPC, create a group with ads belonging to a certain product category or region from the product campaign.
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Wait for the campaign to start generating impressions.
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If this brings positive results, remove the selected category or region from the product campaign.
Repeat these steps until the campaigns are fully migrated: a gradual migration allows you to assess the effectiveness of the launched campaigns more accurately.
Will the spending limit of no more than 35% per day from an automatic strategy still work in a UPC?
Yes, you will continue to spend the same amount as usual.
Can I split my budget at the group level?
No, there is currently no such feature. If you prioritize advertising in different ad placement locations and normal budget spending to solve your business tasks, then you can create separate campaigns.
Can the offer retargeting criteria be met if it's enabled at the group level, but no product ads or catalog page ads have been created?
Offer retargeting is used to serve ads to users who already interacted with certain offers or catalogs on your site. This can be products, cars, real estate, services, or their selections. If users interacted with offers or catalogs in your app, they will only see product ads in the Yandex Advertising Network. If you haven't created product ads or catalog page ads, retargeting criteria won't be defined and ads won't be served.
Does offer retargeting combined with other retargeting criteria use “AND” or “OR” operator?
All targetings in the Yandex Advertising Network except for geotargeting settings use the logical “OR” operator. Ads are served to users who meet at least one of the criteria.
Does adding negative keywords affect autotargeting both in search results and in the Yandex Advertising Network?
Yes, negative keywords apply to ads both in search results and in the Yandex Advertising Network.
Case studies and helpful resources
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How to increase sales and revenue with ads for catalog pages in a unified performance campaign
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How to achieve your KPIs for conversions with a unified performance campaign
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Download the setup checklist for effective promotion in E-commerce
Have questions?
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