Image ads

Image ads tell your audience about your offer using a picture. They look like images that you click on to get to the advertiser's site and allow you to effectively combine the advantages of media exposure and content-advertising technology.

You can place image ads in formats that are common for banner ads. When combined with other Yandex.Direct ads, they allow you to significantly expand your ad place coverage, which effectively means you reach a larger audience.

You can add an image to an ad in a “Text & Image Ads” and “Ads for Mobile Apps” campaign. As with other ads containing images, these ads are only displayed in networks.

You pay per click, as usual. The minimum bid for clicks on image ads is 3 RUB (see values for other currencies).

Image ad

Text and image ad with an image

Creating an image ad

Add a new ad to your campaign. Select the “Image” ad type and add an image. You can upload an image from your computer or the internet, or create one using the Image Ad Builder. You can upload only one image per ad.

An image uploaded from a computer or the internet must meet the following requirements:

  • maximum file size — 120 KB

  • file format: JPG, PNG, or GIF

  • Size in pixels: 240×400, 300×250, 300×500, 300×600, 336×280, 640×100, 640×200, 640×960, 728×90, 960×640, 970×250

In the Image Ad Builder, the image automatically meets these requirements.

Fill out the remaining ad parameters and set your display criteria (keywords, retargeting lists, targeting by app category).

You can edit image ads in the Yandex.Direct interface using XLS/XLSX files, mass changes in multi-editing, or the Yandex.Direct API.

How to select image size

In the Image Ad Builder, it's recommended that you create images in all the available sizes so that your ads can be displayed in as many different places as possible.

If you are planning to create ads without using the ad builder, it's recommended that you prepare images for the most common fixed ad sizes first: 240×400, 300×250 and 728×90 pixels. Image ads with these types of images will give you significant audience coverage.

Usually the following ad block sizes are used for desktop versions of websites (in pixels): 240×400, 300×250, 300×500, 300×600, 336×280, 728×90 and 970×250.

Images that are 640×100, 640×200, 640×960 and 960×640 pixels are typically used for the mobile web and mobile apps. Although smaller ad blocks are more common for mobile displays (320×50, 320×100, 320×480 and 480×320 pixels), we request that you upload larger images so that your ads don't look blurry on screens with a high pixel density (like Retina).

Replacing the image

After saving an ad, you can only replace the image for that ad with another one of the same size. In addition, you can't change the source:

  • An image from the Image Ad Builder can only be replaced with another image from the Image Ad Builder.

  • An image that was uploaded from a computer or the internet can only be replaced with another image uploaded from a computer or the internet.

Moderation requirements

Your image ad needs to satisfy certain requirements in order to pass moderation.

More information about image ad design requirements.

Impression statistics

Impression statistics can help you evalute the effectiveness of your image ads. To view this data, go to the Reports Wizard.

For example, you can see which size of images are displayed most often. To see this, go to Cross sections and select Ad № and Image size. In Columns, select Impressions. Then add the filter Ads → Type → image.

Note that the statistics show the image sizes 640×100, 640×200, 640×960, and 960×640 pixels as 320×50, 320×100, 320×480, and 480×320 pixels, respectively.