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Smart banners

Smart banners are currently in beta testing.

Smart banners are Yandex.Direct's new pay-per-click display format. Smart banners are served only in ad networks (Yandex Advertising Network and ad exchanges).

To create a smart banner, add a file with a list of products (feed) and configure the visual design. Yandex.Direct will analyze the feed content and automatically create an interactive banner that will display product offerings to users based on their interests.

Smart banners can look differently in ad networks:

Please note that, as of this time, smart banners are not suitable for all types of products and services.

Benefits of Using Smart Banners

Capture users' attention

You can drive more traffic to your website and boost sales with smart banners' interactivity and attractive visual design. In smart banners, product offerings are selected individually for each user at the time of impression, based on that user's interests.

Simplify ad creation

You do not have to select keywords and ad texts for each product on your website. Yandex.Direct will automatically create smart banners with your selected product offerings.

Smart banners are regularly and automatically updated

You can set up your feed to upload automatically. This will make sure that your ads are always up to date.

Pay-per-click display advertising

You pay only when users click through to your website and not for impressions. At the same time, you decide which indicator to optimize – the average CPC or average CPA.

Creating a Smart Banner

Smart banners are currently in beta testing.

To create a smart banner, follow these steps:

Step 1. Create a smart banner and configure its design

To create a new design, follow the Smart banners link on the campaign editing page and click Create banners in the displayed window. Yandex.Direct provides a wide range of settings for designing smart banners.

Step 2. Upload your feed (product information)

Provide information on your product offerings in the price list in a specific format — a YML file to be filled out in accordance with Yandex requirements. To add a feed, click the Feed management link on the “My campaigns” page and click the Add feed button in the displayed window.

Step 3. Create a campaign

In the Create campaign drop-down menu, select Smart banners. In the campaign settings you must enter a Metrica counter number. Then create a banner group. Select one of your uploaded feeds and add up to 50 banners.

Step 4. Select a strategy

Three automated strategies are available for this type of campaign. Decide what result the system should focus on and select the appropriate strategy:

Step 5. Configure filters

To generate smart banners, you can use the whole feed or individual products selected using filters. On the ad group editing page, click +New filter and add up to 50 filters connected by the conjunction "OR".

Designing a Smart Banner

Smart banners are currently in beta testing.

Yandex.Direct provides a wide range of smart banner design settings. Here are the key smart banner elements, which you can configure by using various parameters:

We put together some useful tips to help you navigate the settings used for designing smart banners. Experiment with various design options to select the one that results in the highest CTR.

Banner type

This is a key setting that defines the banner size and appearance. In the drop-down list, select the appropriate banner type.

Logo

You must add a logo to your smart banner. It will be displayed in the upper part of the smart banner. A click on the logo will lead to the page specified in the Logo link field. Limits:

  • Maximum width and height of the logo is 800 pixels.

  • Maximum file size is 50 KB.

  • Maximum URL length is 20 characters.

Special offer

Describe your promotion or competitive advantage. The text of the special offer should contain no false information.

In the Special offer link field, specify the address of the page that should open when the special offer is clicked. Maximum URL length – 1024 characters.

If your special offer has any restrictions, such as the promotion dates, indicate them in the Legal information about the special offerfield.

Color Scheme

Set the colors of individual elements by specifying your own parameters using the palette (you can open the palette by clicking the color swatch next to its six-digit code). If you need a six-digit Hex code, use the color wizard.

Auto-Scrolling

Users can manually scroll through your product offerings within the banner. To enable auto-scrolling of your product offerings, check Auto-scroll carousel/tiles and set the interval time (in seconds) for switching between product offers.

Legal information about the seller

When placing display ads of products, the law по закону “On Advertising” requires that you provide информацию о продавце (name of the legal entity, OGRN and registered address of the store).

Managing Feeds

Smart banners are currently in beta testing.

To create a smart banner, you need to add the feed (a file with information about your products and services). Yandex.Direct will analyze the content of the feed and automatically generate a smart banner with product offerings to be displayed in the ad networks.

Feed Requirements

Your feed must be provided in YML format. YML is a format developed and recommended by Yandex for posting information to Yandex.Market. For details about the YML format, see Yandex.Market Help.

Yandex.Direct supports two types of product offering descriptions:

Product offerings not described in accordance with their type will be rejected.

Adding a Feed

To add a feed, click the Feed management link on the campaign editing page and click Add feed in the displayed window. To send a feed to Yandex.Direct, add the file link or upload the file. You can add up to 20 feeds.

Post the feed on your store website. The feed must not exceed 512 MB in size. Once a day, the file is downloaded by the robot and updated data is imported into Yandex.Direct.

The file must be accessible via HTTP, HTTPS, or FTP. You can use authorization to control access. In this case, enter the user name and password when you upload your feed. If you modify the URL or authorization data, make the appropriate changes in the feed.

If the links have UTM tags not suitable for tracking an ad campaign, we recommend deleting them. Just select Automatically delete UTM tags. You can add new UTM tags on the page where you edit ad groups (the +Add parameters to links button).

Select the file that you want to upload. The loaded file must not exceed 512 MB in size. During the update, the file is downloaded by the robot and new data is imported into Yandex.Direct.

You can place your feed in an archive created with the use of compression algorithms such as ZIP (.zip) or GNU ZIP (.gz).

If an error occurred while adding the feed (for example, the feed size, format, or link length do not meet the requirements), you will see the "Upload error" status. To view the error report, click the More information link.

Validating the file

The following requirements are checked for when reading the file:

  • all the required elements are present
  • all element names are correct
  • each element is only present once

If any of these requirements is not met, the file will be rejected.

YML Format

YML is a format developed and recommended by Yandex for posting information to Yandex.Market. For details about the YML format, see Yandex.Market Help.

Any XML document may contain only one root element. YML uses <yml_catalog> as its root element. The "date" attribute of the <yml_catalog> element must correspond to the date and time of YML file generation on the advertiser's side. The date must be in YYYY-MM-DD hh:mm format.

The list of the advertiser's product offerings is contained in the <offers> element. Each product offering is described by a separate element <offer>.

This is the basic, simpler type of description.

Example:

<offer id="0123456" available="true">
<url>http://www.надежнаятехника.рф/catalog/element/index.php?from=ya_market&amp;utm_source=ya_market&amp;utm_medium=cpc&amp</url>
<price>1620.00</price>
<oldprice>1800.00</oldprice>
<currencyId>RUR</currencyId>
<categoryId>19</categoryId>
<picture>http://89.123.45.678/catalog/photo/19/6.JPG</picture>
<store>false</store>
<pickup>true</pickup>
<delivery>false</delivery>
<name>Антивирус ESET NOD32 Platinum Edition</name>
<vendor>Eset</vendor>
<vendorCode>NOD32-ENA-NS(BOX)-2-1</vendorCode>
<description>Антивирус ESET NOD32 Platinum Edition - лицензия на 2 года NOD32-ENA-NS(BOX)-2-1</description>
<sales_notes>Оплата: Наличные, Б/Н, пластиковые карты, кредит</sales_notes>
<manufacturer_warranty>true</manufacturer_warranty>
<country_of_origin>Россия</country_of_origin>
<age unit="year">18</age>
</offer>

Elements included in the <offer>

Element

Description

name

Product offering name We recommend indicating the vendor or manufacturer name and code in the name of a simplified offer.

Required element.

model

Model.

Optional element.

vendor

Vendor or manufacturer.

Optional element.

vendorCode

Product code (enter the vendor code).

Optional element.

id

Product ID.

Required element.

url

URL of the product page.

Required element.

price

The price at which this product is being offered.

Required element.

oldprice

The old product price, which must be higher than the new price (price).

Optional element.

currencyId

Currency (RUR, USD, UAH, KZT).

Required element.

categoryId

Product category ID assigned by the advertiser (an integer of no more than 18 characters). The product offering can belong to only one category.

Required element. The <offer>element can contain only one <categoryId>element.

market_category

Product category to be used on Yandex.Market.

Optional element.

picture

Link to image.

Required element.

store

Product available in retail stores:

  • true — Available.

  • false — Not available.

Optional element.

pickup

Customer pickup from delivery point:

  • true — Available.

  • false — Not available.

Optional element.

delivery

Delivery by courier:

  • true — Available.

  • false — Not available.

Optional element.

description

Product offering description.

Optional element.

sales_notes

Order information:

  • minimum order price, minimum product consignment, required prepayment;

  • payment options, descriptions of promotions and sales.

Optional element.

manufacturer_warranty

Official warranty:

  • true — Available.

  • false — Not available.

Optional element.

country_of_origin

Country of origin.

Optional element.

adult

This products belongs to the “adult” category:

  • true — Yes.

  • false — No.

Optional element.

age

Product age category.

Optional element.

downloadable

Product download:

  • true — Available.

  • false — Not available.

Optional element.

This type of description is practical and versatile. We recommend using it for describing products in most categories.

Example:
<offer id="1234567" type="vendor.model" available="true">
<url>http://www.надёжная-техника.рф/catalog/element/index.php?from=ya_market&amp;utm_source=ya_market&amp;utm_medium=cpc&amp</url>
<price>15889.00</price>
<oldprice>17000.00</oldprice>
<currencyId>RUR</currencyId>
<categoryId>1111</categoryId>
<picture>http://89.123.45.678/catalog/photo/19/6.JPG</picture>
<store>false</store>
<pickup>false</pickup>
<delivery>true</delivery>
<typePrefix>Принтер</typePrefix>
<vendor>НP</vendor>
<model>Deskjet D2663</model>
<description>
Серия принтеров для людей, которым нужен надежный, простой в использовании цветной принтер для повседневной печати...
</description>
<sales_notes>Необходима предоплата.</sales_notes>
<manufacturer_warranty>true</manufacturer_warranty>
<country_of_origin>Япония</country_of_origin>
</offer>
Elements included in the <offer>

Element

Description

type

Product offering description type. The value must be vendor.model.

Required element.

model

Model.

Required element.

vendor

Vendor or manufacturer.

Required element.

vendorCode

Product code (enter the vendor code).

Optional element.

typePrefix

Product type / category (for example, “mobile telephone”, “washing machine”, “corner sofa”).

Optional element.

id

Product ID.

Required element.

url

URL of the product page.

Required element.

price

The price at which this product is being offered.

Required element.

oldprice

The old product price, which must be higher than the new price (price).

Optional element.

currencyId

Currency (RUR, USD, UAH, KZT).

Required element.

categoryId

Product category ID assigned by the advertiser (an integer of no more than 18 characters). The product offering can belong to only one category.

Required element. The <offer>element can contain only one <categoryId>element.

market_category

Product category to be used on Yandex.Market.

Optional element.

picture

Link to image.

Required element.

delivery

Delivery by courier:

  • true — Available.

  • false — Not available.

Optional element.

pickup

Customer pickup from delivery point:

  • true — Available.

  • false — Not available.

Optional element.

store

Product available in retail stores:

  • true — Available.

  • false — Not available.

Optional element.

description

Product offering description.

Optional element.

sales_notes

Order information:

  • minimum order price, minimum product consignment, required prepayment;

  • payment options, descriptions of promotions and sales.

Optional element.

manufacturer_warranty

Official warranty:

  • true — Available.

  • false — Not available.

Optional element.

country_of_origin

Country of origin.

Optional element.

adult

This products belongs to the “adult” category:

  • true — Yes.

  • false — No.

Optional element.

age

Product age category.

Optional element.

downloadable

Product download:

  • true — Available.

  • false — Not available.

Optional element.

Configuring filters

Smart banners are currently in beta testing.

To generate smart banners, you can use the whole feed or individual products selected using filters. On the ad group editing page, click +New filter and add up to 50 filters connected by the conjunction "OR".

To configure the filter: select your target audience, set the product selection rules, and specify the average price (for the “Optimize the number of clicks” or “Optimize the number of conversions” strategies).

Select your target audience

Select one of these options in the drop-down list:

  • Showed interest in similar products on the internet — for users who searched for similar products on the internet, but did not visit your site.

  • Viewed products on my site — for users who visited your site and viewed specific products. In Yandex.Metrica, ecommerce must be configured.

  • Both groups — for users who visited your site and searched for similar products on the internet. Ecommerce must be configured in Yandex.Metrica for this to function correctly. If ecommerce is not configured, smart banners will be shown only to users who search for similar products on the internet.

For the target audience Both groups, you can add one retargeting list.

Set the product selection rules

The selection rules will determine which products to use and which ones to exclude when generating the smart banner. All products are grouped by specific attributes (category, price, etc.). These attributes are displayed as a tree list or list of criteria:

It is convenient to select products within the same category using the feed tree. Select the desired category or sub-category of products in the tree:

In addition, you can specify a range of product prices and vendors, and select only products that are in stock.

It is convenient to select products in the feed with the same parameters by using criteria. This could be, for example, products of a specific brand or price range. The following feed parameters can be specified in criteria:

ParameterDescription

category ID

Product category ID assigned by the advertiser

vendor

Producer

model

Model

URL

Address of page with product

name

Product name

price

Product price

ID

Product ID

adult

This products belongs to the “adult” category:

  • true — yes

  • false — no

age

Age category

currencyId

Currency

country_of_origin

Country of origin

delivery

Delivery by courier:

  • true — yes

  • false — no

description

Product description

downloadable

Product download:

  • true — yes

  • false — no

manufacturer_warranty

Official warranty:

  • true — yes

  • false — no

market_category

Product category on Yandex.Market

oldprice

Old product price

picture

Link to image

pickup

Customer pickup from delivery point:

  • true — yes

  • false — no

sales_notes

Order information

store

Product available in retail stores:

  • true — yes

  • false — no

typePrefix

Product type / category

You can specify up to 10 criteria connected by the operator "AND." You can add several ranges linked with the "OR" operator to a condition. To do this, click . When you select a range, the system will select product offerings with parameters that falls within the specified range of values.

When you select the operators contains/does not contain the system will pick the pages where the sequence of characters can be found with the specified spelling (not case sensitive).

Set the average price

If you selected the “Optimize the number of clicks” or “Optimize the number of conversions” strategy, you can assign CPC/CPA in the filter settings.

Impression statistics

Smart banners are currently in beta testing.

You can track the performance of your advertising campaign with smart banners by using standard interface reports. The report will be generated in the [ ad | filter ] section.

You can also obtain a report on your advertising campaign performance in XLS or XLSX format. To get the report, go to the Request statistical reports page, select the “Smart banners” report type, select the advertising campaign and reporting period, and click Request report.

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