How to launch a display 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.

Enter start and end dates for your campaign and a display strategy. We recommend automatic strategies:

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 ad type: banners.

An ad group can only contain ads of a single type. Once you save an ad group, it is not possible to change the ad type. A campaign can have both banner groups and video groups. If you configured a frequency cap, it will apply to all ads in the campaign, regardless of their type.

Step 3. Add creative

You can upload the ad creative from your computer or create one using the Ad Builder. You can upload an HTML5 banner or an image file as a creative.

You can add multiple ads to an ad group, with each ad corresponding to a single creative.

Create ads using the Ad Builder

You can use the 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 that you prepare creatives in all the available sizes so that your ads can be displayed in as many different places as possible. If you have creatives for image ads that you made previously using the Ad Builder, you can use them. More about Ad Builder

Upload from computer

An ad creative uploaded from a computer must meet the following requirements:

Maximum file size 150 KB
File type

ZIP (for HTML5 banners)

Technical requirements for HTML5 banners

JPG, PNG or GIF (for images)

Size in pixels 160×600, 240×400, 240×600, 300×250, 300×300, 300×500, 300×600, 320×50, 320×100, 320×480, 336×280, 480×320, 728×90, 970×250, 1000×120

After saving an ad, you can only replace the creative for that ad with other components of the same size.

To pass moderation, creatives must meet the requirements.

Step 4. 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 (learn more in the Yandex.Audience Help).

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.

Step 5. Set up impression criteria

Ads from display campaigns are only served in the Yandex Advertising Network based on keywords or user profiles. 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.

User profile

A user profile consists of the cumulative characteristics of the users that you want to serve your ads to. These include gender, age, and user interests online. Determine what your particular audience looks like and create a profile based on that data.


Keywords determine the site content and user interests that may trigger your ad impressions in the Yandex Advertising Network. For example, an ad about tours to Mars might be displayed on a page about traveling, or shown to a user who is interested in flights to Mars.

Tip. If you have selected automatic strategy and targeting based on user profile, go to the strategy settings once you have saved the ad group. The average price recommendation will be updated based on the size of creatives and impression criteria. This will ensure efficient budget spending over the period.

Try it out

Ad moderation and launching a campaign

After you create your ads, a moderator will review them to make sure they comply with our requirements. Click Send to moderation and confirm that you accept Yandex's terms for publishing your ad. It usually takes the moderators a few hours to review ads. Moderators do not work at night. On weekends and holidays, it might take longer than on business days.

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

Your ads will begin displaying as soon as Yandex receives your payment.

After you launch your campaign, you can view what your ads look like on a site.

Learn more