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. Set the campaign start and end dates. If you want to serve ads at a specific time, configure time targeting. Select the display regions.

Select an ad strategy. We recommend automatic strategies. To expand the reach, select Decrease price for repeat impressions. To get more impressions, select Maximize impressions.

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

To increase or decrease the probability of serving on certain types of video inventory, set up bid adjustments. For example, you can increase bids on impressions in streaming videos or in-app videos.

Step 2. Select ad type

Select video as the ad type.

To prevent the user from skipping your video, enable Non-skippable video. Use this type of placement for videos up to 15 seconds long to get more 100% completed views. However, this increases video ad cost. Non-skippable ads can be placed only in InStream videos.

All the ads in an ad group must be the same type, although a campaign can include all types of ads. You can't change the ad type after saving an ad group.

Select the display regions.

Step 3. Configure audience accumulation for retargeting

You can accumulate an audience of users who have viewed a video from your display campaign and then use it to configure retargeting.

Choose the events that interest you:

  • video impression
  • completed 25%, 50%, or 75% of video ad
  • completed entire video

A separate segment is created automatically for each event in Yandex.Audience, under the account hosting the Yandex.Direct campaign. It will include users who started viewing or viewed 25%, 50%, or 75% of at least one video from the ad group (depending on the selected event).

To learn more, see Retargeting to a video audience.

Step 4. Set up impression criteria

Video ads are only served in the Yandex Advertising Network based on user profile or by genre and subject: .

  • User profile consists of the cumulative characteristics of the users that you want to serve your ads to.
  • Genres and subjects let you select categories of sites and videos whose subject is related to your ad.

You can only select one type of impression criteria per ad group. You cannot change the type of impression criteria after you save the ad group.

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 5. Set up bid adjustments
You can configure bid adjustments based on the weather. Click Bid adjustments → +New adjustment. Select the criteria and assign coefficients to increase or decrease the bid.
Step 6. Create a creative

Use your own video clip to create a creative. You don't necessarily need to hire professionals or rent a studio. You can take a video on your smartphone if it has a good camera, or create a video Video Builder.

The creative must meet the moderation requirements and the following technical requirements:

Format MP4, WebM, MOV, QT, FLV, AVI
Size 100 MB maximum
Duration 6-60 sec

For non-skippable ads, max video duration is 15 seconds.

Aspect ratio 16:9
Minimum resolution 640 × 360 pixels
Video frame rate between 20 and 30 frames/second
Video codecs H.264, VP6F, VP8, Theora
Number of video tracks 1
Minimum quality 44 kHz, 16 Kbit/s, stereo
Audio codecs AAC, MP3, Vorbis
Number of audio tracks 0 or 1
File codec avc1, F4V, isom, M4A, M4V, mmp4, mp41, mp42, qt
Cover No
How to create a video creative in Video Builder
  1. Go to the ad creation page. In the Creative section, click Add → Create new from template. The Ad Builder window will open.

  2. Upload a video from your computer or using a link, or select a video created in Video Builder. The audio is added automatically from the uploaded video.

    It will take a few minutes to process your video clip. If the video fails to meet the technical requirements, it won't upload. You will see an error message. Fix it and upload the video again.

  3. Add a packshot, which is an image to show for several seconds after your video. It helps to imprint the image of an advertised object in the viewer's mind. You can use a product photo or a company logo for a packshot. Clicking on the packshot will take the user to your site.

    Packshot requirements
    Format JPEG
    Image width from 1920 to 3840 pixels
    Image height from 1080 to 2160 pixels
    Aspect ratio 16:9
  4. Configure the "go to site" button: set the color scheme, position on the creative, and select the text.

  5. Set an age label, if necessary. In the Legal information section, provide the information required by law and Yandex Ad Serving Rules.

  6. Click the Create button. Your creative will be added to your ad.

Step 7. Add a landing page

Clicking on the banner opens a Turbo page, website, or social media page with your offer details.

You can create versions of your landing page for different device types.

To make the ad lead to your main site from computers and tablets and to your Turbo page from smartphones:
  1. In the Landing page section, go to On desktops and tablets and select Link to website or social media page . Enter a link to your website page.
  2. In the On mobile devices section, select Turbo page. Create a Turbo page.

You can also land users on your Turbo page from any device type. Select Turbo page in both sections under Landing page.

Step 8. Specify a third-party tracking URL

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.

Note. If you selected an automatic strategy, go to the strategy settings once you save the ad groups. The average price recommendation is updated based on the video creative parameters and impression criteria. This ensures 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. 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.

Learn more