How to launch a campaign

Note. You can create a campaign only in the new Yandex.Direct interface.
Step 1. Go to the campaign creation page and set parameters

Click Add campaign and select Display campaign in the list.

Enter the campaign name.

Enter start and end dates for your campaign and a display strategy. We recommend automatic strategies. To expand the reach, select Decrease price 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

Go to the ad group creation page. Select the ad type: geo banner. Select where you want to serve the banner: in Yandex.Navigator, Yandex.Metro, or both.

Attention. You cannot create ad groups of other types in campaigns hosting “geo banner” ad groups.

Select the display regions. Banners can only be displayed in cities where the Yandex.Metro app works.

Step 3. Set up impression criteria

Banners in the Yandex.Metro or Yandex.Navigator 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, click Yandex.Audience and Yandex.Metrica → Add retargeting list.

  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 or polygons. Specify a name for the segment.

      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.

    2. Decide how often users should visit the selected locations:
      • Live or work in a target location.
      • Visit it from time to time.
      • Be there when the ad is displayed (not available for polygons).
    3. Click Create segment.

    For more information about creating a segment, see Yandex.Audience Help.

    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.

  4. Go back to the ad group and select the created segment in Yandex.Audience and Yandex.Metrica.
  5. 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 an automatic display strategy, go back to the strategy settings after you save the ad group. The average price recommendation will be updated based on the impression criteria. This will ensure efficient budget spending over the period.
Step 4. Create a creative
The creative must meet the moderation requirements and the following technical requirements:
Maximum file size 10 MB
File type JPG, PNG, or non-animated GIF
Size in pixels 640 × 100

The creative must contain all the necessary legal information. You can add it in the Ad Builder or upload your existing creative.

Go to the ad creation page. In the Creative section, click Add → Upload creatives. Drag and drop the creative file to the upload window.

Step 5. Add a landing page

Clicking on the banner opens a Turbo page with your offer details. You can create it in the Ad Builder with no special skills or experience needed. In this type of ad, you cannot take the user directly to the site.

How to create a Turbo page
  1. In the Landing page 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 6. 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; read more in Yandex.Audience Help.

Add the pixel code to the banner. After the impressions begin, the pixel starts to collect anonymous identifiers of users who have seen your ad. You can use this data when you set up your retargeting.

You can use the ADFOX tag or Yandex.Metrica pixel for counting ad impressions for display ads. The tag or pixel must include the %random% macro. They must also support HTTPS.

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. It usually takes the moderators a few hours to review ads. On weekends and holidays, moderation may take longer than on weekdays.

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.