How to launch a campaign

Step 1. Go to the campaign creation page and set parameters

In the Create campaign drop-down menu, select Display campaigns.

Enter a campaign name and select your display regions. Banners can only be displayed in cities where the Yandex.Metro app works.

Enter start and end dates for your campaign and a display strategy. We recommend automatic strategies. To expand the reach, select Lower cost for repeat impressions; to get more impressions, select Maximum impressions at a minimum cost.

You can also cap impression frequency to limit how many times your campaign ads can be served to the same user.

Step 2. Select ad type

Select the ad type: banner in Yandex.Metro.

All the ads in an ad group must be the same type, although a campaign can include all types of ads. You cannot change the ad type after you have saved the ad group.

Step 3. Create a creative

You can make a creative using Ad Builder or upload one from your computer.

You can use Ad Builder to make a creative based on a template and tweak the design, or generate creatives automatically based on your site content.

We recommend creating an adaptive creative. It automatically adapts to the appropriate ad block and is displayed on more sites. If you have creatives for image ads that you made previously using Ad Builder, you can use them.

More information about Ad Builder.

To pass moderation, creatives must meet the requirements.

Step 4. Add a landing page

Clicking on the banner opens a Turbo page , i.e., a landing page that adapts to display on any device and loads quickly. You don't need any special skills or experience to create it.

To create a Turbo page:

  1. In the Contacts in ad section, click Turbo page → Add. This opens the Turbo page library. Click CreateTurbo page and enter a name.

  2. Select the Location template. Upload an image and write about your offer. If necessary, provide the address and information about the company. You can also add a button to redirect to your site.

  3. When you have finished creating the Turbo page, select Publish in the drop-down list in the upper-right corner. You can now use it to set up a campaign. You can edit the Turbo page at any time.

  4. In the library, select the Turbo page you created.

Step 5. Enter a Yandex.Audience pixel and impression tag
You can use the Yandex.Audience pixel to develop different scenarios of connecting with your display ad audience. The pixel is special code embedded in your advertising materials.

Create a pixel in Yandex.Audience. You can read more about this in the Help for Yandex.Audience.

Add the pixel code to the banner. Once impressions begin, the pixel will start collecting anonymous identifiers of users who have viewed your ads. You can use this data when setting up retargeting.

You can use the ADFOX tag to count ad impressions. You must include the %random% macro in the tag. The tag must also support the https protocol.

Step 6. Set up impression criteria

Banners in the Yandex.Metro app are served in the Yandex Advertising Network based on a user profile. A user profile consists of the cumulative characteristics of the users that you want to serve your ads to.

  1. In the Impression criteria section, go to Yandex.Audience and Yandex.Metrica.

  2. In the rule set, select Audience segment; in the drop-down list on the right, select Customize segments in Yandex.Audience. You will be redirected to the Yandex.Audience service.

  3. To specify locations for targeting ads, create a segment based on location data.

    Example of creating a segment
    1. On the Segments tab, click Create segment → Locations. Select the type of location: circles. Specify a name for the segment.

    2. Mark the appropriate locations on the map (for example, the area next to your store or the metro station where it is located). Increase the radius of reach if you are interested not only in the selected locations, but also in the surrounding areas. You can choose a radius from 0.5 km to 10 km.

    3. Decide how often users should be in the selected locations: live or work in the target location, visit it from time to time, or be there when the ad is displayed.

    4. Click Create segment.

    You can use other settings, such as adding polygons to mark the locations you are interested in. Read more in the Help for Yandex.Audience.

  4. The segment you create will be assigned the "Processing" status. Processing can take up to two hours. if the audience coverage is at least 1000 anonymous IDs, the segment gets the "Finished" status. You can now use it to configure your ads in Yandex.Direct.
  5. Go back to the ad group and select the created segment in Yandex.Audience and Yandex.Metrica.
  6. If necessary, you can specify other characteristics of the users you want to serve ads to, such as age or interests. More information about setting up a profile.
Tip. If you have selected automatic display strategy, go to the strategy settings once you have saved the ad group. The average price recommendation will be updated based on the impression criteria. This will ensure efficient budget spending over the period.

Create a display campaign

Ad moderation and launching a campaign

Click Send to moderation and confirm that you accept Yandex's terms for publishing your ad.

Moderators will check whether the ad follows the guidelines. On business days, moderation normally takes a few hours, while on weekends and holidays it may take longer. Moderators don't work at night.

Your moderation results will be emailed to the address you provided when you created the ad campaign.

Ad serving will begin as soon as Yandex receives your payment.