Placement of social ads by non-profit organizations

Step 1. Start creating a campaign and configure its parameters

Click Add campaign. Select your advertising goals:

• In the Campaign Wizard, click Recognition and reach.
• In the expert mode, click Reach in Yandex Advertising Network.

Enter the campaign name and link to the advertised site. Make settings:

1. Specify the start and end date of the campaign. The campaigns are placed strictly by calendar week, so make sure that the campaign starts on Monday and ends on Sunday. The campaign dates can't be after the product validity dates.

   If you want to serve ads at a specific time, configure time targeting under Impression schedule.

2. Specify the Yandex Metrica tag on your website.
3. Select an ad strategy.

   Some of the information will be filled in automatically. Check it and change it as necessary. Learn more about basic ad campaign settings.

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

Step 2. Create an ad group and set up the targeting criteria

1. Select banners as the ad type.

   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.

2. Set the ad display regions.
3. Set up targeting criteria.

   Ads from display campaigns are only served in the Yandex Advertising Network based on keywords, user profiles, or genres and subjects. 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 online interests. Determine what your particular audience looks like and create a profile based on that data.

   Keywords

   Keywords determine the site content and user interests that may trigger your ad impressions in the Yandex Advertising Network. For example, an ad for an animal shelter might be displayed on a site with tips on animal care or to a user interested in purchasing a pet.

   Genres and subjects

   Ads are served on the Advertising Network sites with the selected subjects or instream videos of the specified genres and subjects. For example, an ad for a forest protection organization will be displayed on a nature-related page.

   Evaluate how many users will be able to see ads from a particular group by estimating reach.

   Note. If you have selected an automatic strategy and targeting based on user profiles, go to the strategy settings after 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.

Step 3. Add creatives

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

To pass moderation, creatives must meet the requirements.

Create using Ad Builder

You can use Ad Builder to make a creative based on a template and tweak the design, or generate creatives automatically based on your site content.

We advise creating an adaptive creative. It automatically adapts to the appropriate ad block and is displayed on more sites. If you have creatives for image ads that you made previously using Ad Builder, you can use them.

More information about Ad Builder.

Upload from computer

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

An ad creative uploaded from a computer must meet the technical 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

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 you have saved your ad, you can only replace the creative with another creative of the same size. An adaptive creative can be replaced with another adaptive creative.

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. For more information, see 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 to count ad impressions for display ads. The tag or pixel must include the %random% macro. They must also support HTTPS.

In Yandex.Direct, you can create and manage social ad campaigns with a fixed CPM.

Step 1. Start creating a campaign and configure its parameters

Click Add campaign. Select your advertising goals:

• In the Campaign Wizard, click Recognition and reach.
• In the expert mode, click Reach in Yandex Advertising Network.

Enter the campaign name and link to the advertised site. Make settings:

1. Specify the start and end date of the campaign. The campaigns are placed strictly by calendar week, so make sure that the campaign starts on Monday and ends on Sunday. The campaign dates can't be after the product validity dates.

   If you want to serve ads at a specific time, configure time targeting under Impression schedule.

2. Specify the Yandex Metrica tag on your website.
3. Select an ad strategy.

   Some of the information will be filled in automatically. Check it and change it as necessary. Learn more about basic ad campaign settings.

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

Step 2. Create an ad group.

After the ad campaign is created, the page opens where you can create the mandatory ad group. If available, you can set a profile for the audience you want to show your ads to, as well as the display regions.

Configure audience gathering 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).

Step 3. Add creatives

Use your own video clip to create an ad. 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 video must meet the moderation rules and the following technical requirements:

Format	MP4, WebM, MOV, QT, FLV, AVI
Size	100 MB maximum
Duration	Between 5 and 60 sec For non-skippable ads, max video duration is 15 seconds.
Aspect ratio	3:1, 2:1, 1.9:1, 16:9, 4:3, 1.91:1, 1:1, 3:4, 4:5, 9:16, 1:2, 1:3
Minimum resolution	360p
Recommended resolution	1080p
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, mp4, mp41, mp42, qt
Cover	No

Format	MP4, WebM, MOV, QT, FLV, AVI
Size	100 MB maximum
Duration	Between 5 and 60 sec For non-skippable ads, max video duration is 15 seconds.
Aspect ratio	3:1, 2:1, 1.9:1, 16:9, 4:3, 1.91:1, 1:1, 3:4, 4:5, 9:16, 1:2, 1:3
Minimum resolution	360p
Recommended resolution	1080p
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, mp4, mp41, mp42, qt
Cover	No

The ad player has a new position and format of the go-to-site button. It is fixed in the lower-left corner of the video and has a color that can't be changed. Keep the changes in mind when building your creatives:

• It's better to place the main ad content in the central part of the video with a margin of about 5% from the top and 18% from the bottom.
• If your video needs a notice, put it in the lower 10% of the screen so that the buttons don't block the notice.

Example

The example applies to most formats. The range depends on the format and device. For example, the button is the smallest on the desktop if the user is watching a full-screen video. The button is the largest on a small smartphone screen.

You don't need to insert legal notices into the video when building your ad. Add the notice to Legal information when uploading your video: the notice will be available in the top-right menu of the video.

How to create a video using Ad Builder

1. Under Video, click Builder. The video builder window opens.

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 up 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 1080 to 3840 pixels
   Image height	From 1080 to 3840 pixels
   Aspect ratio	Same as the video aspect ratio

   Format	JPEG
   Image width	From 1080 to 3840 pixels
   Image height	From 1080 to 3840 pixels
   Aspect ratio	Same as the video aspect ratio

4. Select the text for the redirect button.

5. Set an age label, if necessary. In the Legal information section, provide the information required by law and Yandex Ad Serving Rules. In the ad, they will be available in the menu in the upper-right corner of the video.

6. Click the Create button. The video will be added to the ad.

Step 4. 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 1. Go to the campaign creation page and make settings

Click Add campaign. Choose Expert mode and select your ad goal: Conversions, sales, and traffic.

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 an ad strategy.

Add a promo.

Some of the information will be filled in automatically. Check it and change it as necessary. Learn more about basic ad campaign settings.

Step 2. Create an ad group and set up the targeting criteria

Note. Targeting criteria are configured for an entire ad group (for all the ads in the group).

Choose the display region for your ads.

To display your ads in search results for user queries, set up the keywords, enable autotargeting, or use both methods.

When serving ads on ad networks, the system automatically selects ads that have the keywords that match the subject matter of the content site or the interests of a user. If you have a Yandex Metrica tag or a Yandex Audience segment, you can add a retargeting list.

Step 3. Select the ad type and make design settings

By default, a new ad is created as a Text & Image ad. You can start setup immediately.

Come up with an ad title and text. Describe your offer and what sets it apart from the competition. Review our recommendations for writing ad texts.

To make your ad more appealing and improve its CTR, add an image under Images. It will be animated automatically.

To make your ad more noticeable and informative, under Video, add a file with a video clip or use a video clip from the gallery. More.

To motivate users to interact with your ad, add an action button. It will add one more link the ad with an image or video.

Step 4. Enter your contact information

In the Link to site field, enter the webpage address that your ad will lead to. The site must match the ad text and meet the Yandex requirements.

Set the display link — this is the webpage address that will be shown in the ad. It lets users know which page they will visit by clicking on the ad.

If you don't have your own website, leave Link to site empty and enter your contact information in vCard. Learn more about vCards.