Questions about payment

How much do ads on Yandex.Direct cost?

Advertising on Yandex.Direct incurs payment per click (for contextual ads) or per impression (for display campaigns).

Funds are deducted from your account for every click on your ad or vCard. The minimum cost per click is 0.3 RUB excluding VAT (values for other currencies).

For display campaigns, you pay per thousand impressions. The minimum cost is 5 RUB without VAT (values for other currencies).

You can find information about factors that influence bids and how to set keyword bids manually in the section Manual bid management.

To estimate approximate expenses on advertising based on the subject matter of your Yandex.Direct ad, please use the Budget Forecast instrument.

How to add a new payer

To add a new payer:

  1. On the My campaigns page, click Payments and documents.
  2. Go to the Payers section. In the Create new payer field, select a payer and click Create.
  3. On the Register payer page, enter the bank account information and click Register.

How to change payers

If you want to change payers when you add funds to your shared account, go to the Issue an invoice page and click change payment method or payer to go to the Select account payment method page when you're checking your data.

Select another payer or register a new one and select them.

It is not possible to change the payer after you issue your invoice. If necessary, you can issue a new invoice using the correct information.

How to change the payment method

If you want to change payment methods when you add funds to your shared account, go to the Issue an invoice page and click change payment method or payer to go to the Select account payment method page when you're checking your data. Select a payment method.

It is not possible to change your payment method after you issue your invoice. If necessary, you can issue a new invoice using the correct information.

Shared account

This is a method of automatically distributing funds among all campaigns that are under the same username. Your ads will continue being served until your shared account runs out of funds. The shared account balance is shown in the upper-right corner of the interface.

I want to disable my shared account

You can not disable shared accounts. A shared account is set up automatically for new Yandex.Direct users.

If the shared account model does not work for your business because you must get separate invoices and make separate payments for each ad campaign, then we will review your request to create a Yandex.Direct account that is not shared.

Attention. Your request to create an account that is not shared may be denied.

To submit a request, create a new Yandex username, but don't use it to sign in to Yandex.Direct or other Yandex commercial services. Then leave a request using the form below.

Why do I have a negative balance on my shared account?
  • Deactivation threshold is set.

    If the Deactivation threshold option is enabled in the shared account settings, ad campaigns can run at a negative balance until the amount owed reaches the threshold.

  • Available funds are used to pay the overdue amount.

    When you issue an invoice with the deferred payment option, you must pay the amount owed within 15 days. If the invoice with a deferred payment option is not paid within 15 days, the amount becomes overdue.

    In this case, unused funds on the shared account may be debited against the overdue amount until it's fully paid. The debited balance will be credited back the next day after you pay the amount owed under the deferred payment option.

  • A small negative balance may arise if the ad was served when there still were funds on the shared account, but when the click occurred no funds were left. The balance was spent on another click at the same time.

Have you figured out why you have a negative balance on the shared account?

Happy advertising!
What is the deactivation threshold?

The deactivation threshold is an option in the shared account settings that allows your ad campaigns to run at a negative balance before the amount owed reaches the specified threshold. This option is available to users from Russia, Kazakhstan, and Belarus, if they are granted the deferred payment option. Read more about the deferred payment option and deactivation threshold.

What is autopay?

Autopay is an option in the shared account settings to automatically top up the balance as soon as it reaches the specified value. Only Russian advertisers paying in rubles can activate it.

For autopay, the payer can be both an individual and a legal entity, as you can link a corporate bank card to autopay. When you pay on behalf of a legal entity, closing documents are generated.

Read more about enabling and limits

Can't enable autopay
  • Can't link the bank card.

    No more than five cards can be linked to autopay. Check the number of cards under Bank card in Yandex.Passport. If you already have five cards, remove one of the added cards.

  • Autopay is disabled due to an error:

    • the operation limit was exceeded
    • an error occurred on the side of the payment system
    • the payment was declined on the side of the payment system

    Contact your bank to check for those reasons.

  • You selected Yandex.Money as the autopay method

    If you have configured autopay from your Yandex.Money wallet, the autopay is made from the wallet balance (rather than from the bank card linked to it). If there are no funds in the wallet, auto top-up won't work. To avoid controlling your wallet balance, set up direct autopay from your bank card.

Have you figured out why you can't enable autopay?

Happy advertising!

How do I get a refund?

We will return unspent funds upon receiving an official request from the payer.

Calculating VAT

All monetary figures in advertisers’ accounts are listed before VAT:

  • all prices are shown without VAT in the bid management interface (in other words, the prices shown are the auction bids)

  • bids and budget restrictions in automatic campaign management strategies are also shown without VAT

  • total remaining funds on an ad campaign’s balance are also displayed without VAT

VAT is added by the seller to the cost of services in accordance with the norms of tax legislation for each country. Total VAT is shown on a separate line in payment documents and documents confirming rendering of services.

Advertisers can view statistics for debited funds (both before and after VAT) in the Yandex.Direct interface. Just select the corresponding setting in the Statistics section.

Transfer money between usernames

It is not possible to transfer money from one username to another. You can get a refund from one username and then use that money to fund a shared account under a different username.

Other questions about payment

To learn more about available payment methods for Yandex.Direct campaigns, see Payment methods.

To learn more about the promo code program, see Promo code.

If you have a question about the deferred payment option, see Deferred payment and deactivation threshold.

To learn more about the refund terms, go to Refund, where you can also contact us using a form if you have questions.

For complete information on payment transactions with Yandex, go to Yandex.Balance. You can look through invoices under the Invoices tab.

If you still have questions about payment, you may find answers below.

I can't pay

Select a question or error:

Possible causes:
  • You registered in Yandex.Direct on a click from social media or other services and your account has the format info@cherryshop.ru, kazac_off@mail.ru, and so on. In this case, you can't use all Yandex.Direct features and pay for ad placement. To pay for ads on Yandex, create a new Yandex username in the format: login@yandex.ru. Set this username as the representative for the usernames info@cherryshop.ru, kazac_off@mail.ru, and others.

  • The account is owned by a non-resident of the Russian Federation.

    Different payment methods are available for residents and non-residents of the Russian Federation. Only the usernames where the country selected at registration was Russia can pay in a bank office with a printed invoice, use online banking (individuals), use wire transfer from a bank account (legal entities), pay by a bank card, by cash using a payment code, by Yandex.Money or WebMoney. If one of the payment methods is not available when issuing an invoice, check Yandex.Passport for the country specified at registration.

Perhaps, you are trying to pay from a non-Russian account using a bank card issued in Russia. Use the bank card of the country where you live and are a tax resident. If you can't do that, create a new Yandex.Direct account with the region Russia.

Have you figured out why payment by bank card is unavailable?

Happy advertising!
Contact the customer service department via the feedback form. Please send us your full-screen screenshots step-by-step and the first 6 and last 4 digits of your bank card number.

Perhaps, your campaign hasn't passed moderation yet and is in the Draft status. To be able to pay for your ads using a bank card or WebMoney, submit the campaign for moderation and wait for the moderation results.

Have you figured out why is the instant top-up unavailable?

Happy advertising!
Contact the customer service department via the feedback form. Please send us your full-screen screenshots step-by-step and the first 6 and last 4 digits of your bank card number.

The Top up button can be absent in two cases:

  • All your campaigns are rejected and stopped by moderators. Please note that it might be the new ad version that's rejected, but the old ads are still served.
  • All the campaigns are archived.

Do you have active campaigns under your account?

Contact the customer service department via the feedback form. Please send us your full-screen screenshots step-by-step and the first 6 and last 4 digits of your bank card number.
All the campaigns are rejected by moderators or archived.

Check whether there are active ad campaigns under your account: accepted by moderators and non-archived. We also recommend that you clean your browser cache and cookies.

Check whether the situation repeats in other browsers. If you use AdBlock, try disabling it.

Perhaps, you use some antivirus browser extensions, such as Kaspersky Anti-Banner. If you have them, disable them.

Did our recommendations help you?

Happy advertising!
Contact the customer service department via the feedback form. Please send

Contact the customer service department via the feedback form. Please send:

  • A full-screen screenshot or a full-screen video reproducing the situation (with an open JavaScript console). Read more about working with the browser console.
  • Version of the browser where you tried the actions and the issue reproduces.
  • Information about your browser plugins.
  • Data about your antivirus and its browser extensions, if any.

If you try to pay with a card and see the error “Failed 3DS verification”, your card probably doesn't support 3-D Secure payments. This protocol ensures payment security and eliminates possible fraud. We recommend that you contact your bank and check whether 3-D Secure payments are enabled.

Have you enabled 3-D Secure for your bank card?

Try using a different card to pay for your ads or select another payment method.
Contact the customer service department via the feedback form. Please send us your full-screen screenshots step-by-step and the first 6 and last 4 digits of your bank card number.

Perhaps, you issue an invoice from Ukraine using balance.yandex.ua or direct.yandex.ua. You can't use page.yandex.ua, because it's impossible to make payments from Ukraine. To pay a campaign, go to Yandex.Direct using the pages direct.yandex.ru or direct.yandex.com. In this case, the invoice is issued from balance.yandex.ru or balance.yandex.com.

You can't use QIWI to pay for your ads, particularly using the payment code.

  1. You tried to pay by a bank card, but get "This transaction has been declined by your card issuer"
First of all, we recommend that you contact your bank and check whether 3-D Secure payments are enabled. This feature should be available: it ensures payment security and eliminates possible fraud. You can't pay for Yandex.Direct ads using a bank card without 3D Secure support. If 3D Secure is enabled, but the situation persists, select "Other questions" on the payment feedback page: https://yandex.ru/support/direct/payments/faq.html, submitting the following information: Step-by-step full-screen screenshots with the browser console open (for more information about the browser's error console, see: https://yandex.ru/support/mail-new/tech-glossary.html#error-console ) demonstrating the sequence of your actions. Bank card mask (first six digits and last 4 digits).Check whether you previously used this bank card to pay invoices.
  1. You can't link more than three bank cards
For easy payments by bank card, you can save up to three cards in Yandex.Direct (see the screenshot. In Yandex. Passport, the username can have up to 5 bank cards linked: see the screenshot from Yandex.Passport. All the linked bank cards on the username are displayed in the new bank card payment interface (screenshot). To save a card when you pay, click "New card". At the bottom of the page, select "Save the card details" and "Pay".If a client doesn't have the "New card" field, it means that they already linked 3 or more cards. To pay with another card, delete the unneeded cards until two cards remain. To do this, click "-" in the "Your cards" column and confirm the action by clicking "Delete".

Check the amount you are trying to transfer. If it exceeds the possible limit, reduce the invoice amount and repeat the payment.

Payment limits:

  • Bank card: the maximum payment is 49,999.99 rubles.
  • Cash payment using a payment code: the minimum payment amount is 1,000 rubles without VAT, the maximum amount is 15,000 rubles;
  • Yandex.Money: the maximum payment amount is 100,000 rubles. If the payment amount is over 15,000 rubles, the Yandex.Money account must be verified.
  • WebMoney: the maximum payment amount is 15,000 rubles.

If you encounter any partner-side error, contact the customer service department using the feedback form. Please send us your full-screen step-by-step screenshots.