Creating ads

In the Create a campaign drop-down menu, choose Ads for mobile apps and follow these steps:

Step 1. Select an app

You need to select one app for the whole campaign from the list of added apps in Yandex.Direct. You can only advertise one app in each ad group. You can't change your app link after you save the ad group.

Step 2. Enter the goal of your ad campaign

Depending on the goal, the system will optimize impressions so that you get the maximum number of new app installations or ad clicks.

If the app was added to Yandex.Direct with no tracking link, you can only optimize for clicks.

Step 3. Select a display strategy

If the app that has a tracking link, select a strategy. For the “Average cost per install” strategy, enter the average app installation cost for the week. For the “Average CPC” strategy, enter the average CPC for the week. If you need to set other limits for the strategy, click Change.

If an app doesn't have a tracking link, only the “Average CPC” strategy is available.

Step 4. Compose your ad title and text

Describe your product or service, including any advantages or features. Review our recommendations for writing ads. A compelling title and text will help you attract users and improve the CTR of your ads.

Step 5. Enter additional parameters in the tracking link

In the Tracking link field, a link has already been generated that includes the parameters necessary for collecting campaign statistics (such as its name, group ID, or ad ID). You can add additional parameters to the link that are related to the ad. For example, UTM tags

Step 6. Add an image and other ad elements

You can add an image to an ad. A well-chosen image draws more attention to the ad and increases conversions.

Select the text for the action button and set the age restriction.

Step 7. Set up impression criteria

Targeting criteria are configured for an entire ad group (for all the ads in the group). Autotargeting will be enabled by default.

On search, ads can also be triggered by search queries that contain the keywords you entered in their entirety.

In networks, ads may display to users who are interested in certain mobile apps. We recommend that you always select the “Broad interests” category. Additionally, ads may display in networks based on keywords or retargeting lists.

Try it out

Ad moderation and campaign launching

After you create your ad, it will be reviewed to make sure it meets all requirements. Click Send to moderation and confirm that you accept Yandex's terms for publishing your ad. Moderators usually review an ad within a few hours. Moderators do not work at night. On weekends and holidays, moderation 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.