Promoting a business without a website

If you don't have a website, you can still launch ads via the Campaign Wizard — describe your business in a few sentences, and Yandex AI will handle the rest: it will create a landing page with your product information and contact details, and help you with settings, keywords, texts, and images.

Users will see your ad on Yandex Search and on multiple sites across the Yandex Advertising Network.

Create a campaign

1. In the Campaigns section, tap in the bottom-right corner.

2. Select Campaign Wizard.

3. Under I don't have a site, tap Create landing page.

Create and configure a landing page

1. Choose the information source for the landing page: based on a business description or your website.

   Based on description

   Based on site

   1. Select your status: organization or professional.
   2. In the Business name field, enter the company name or the type of business — for example, "Custom embroidery on denim jackets".
   3. In the Business description field, specify what makes your product or service stand out. Highlight your key advantages: discounts, promotions, delivery options, warranty, and other benefits.
   4. Tap Continue.

   1. Select your status: organization or professional.
   2. Specify the landing page URL.
   3. Tap Continue.

2. Link your organization under Organization from Yandex Business so that your landing page can have a request form, reviews, and a section showing your address and location on the map. Alternatively, you may proceed without adding an organization.

3. Set up your contact buttons (phone number, WhatsApp, Telegram, MAX, or your website).

   Warning

   The landing page won't save if you don't add the contact details.

4. Tap Create landing page.

   The landing page content will start generating — it usually takes less than a minute. Once the generation is complete, the landing page content editor opens.

5. Customize the content there. Learn more about customizing your landing page in Yandex Direct Help.

6. Tap Publish and promote.

Configure your ad layout

Based on your business info, up to five title and image versions and up to three text versions will be selected. These ad elements are combined when your ads are served. Make sure all the elements work well together and don't contradict each other.

You can edit any setting or add a custom option:

• Describe your promotional offer and its unique benefits.

  Read our recommendations for writing ad texts.

  You can use templates in your ad texts. Set the default keyword and put a hash sign “#” before and after it. Next, in the Audience section, select Manual setup and add the keywords that you want to insert into the template.

• Change images: upload custom images, select the images pulled from the site, or pick out stock or AI-generated images. Images created by the neural network are selected by ad category and stored in a stock image database.

Over time, Yandex Direct will automatically choose the most effective combination and will serve it more often.

Define your audience

1. Set your display region.

   In Yandex Direct, you can target small towns or regions with populations starting at 1000 people. To set up targeting for such an area, enter its name or select it from the region tree. This helps you fine‑tune your campaign and reach the right audience.

   Ads will be served for extended geotargeting:

   • In search results, based on search queries or the user's regular region.

   • In ad networks, based on the user's frequent location, regardless of their current location.

   You can't disable extended geotargeting in the Campaign Wizard. It's best to revise your related queries so that they account for extended geotargeting. For more information, see How does geotargeting work?

2. Select the impression time.

   How to set up time targeting

3. Select your audience:

   • Optimal audience: Yandex Direct selects the appropriate settings based on your ad texts and the promoted page.

   • Manual setup — Use this option to manually configure:

     • Targeting parameters by user profile: gender, age, and device type.

     • Under Interests and search queries, specify the interests and habits (such as websites, companies, or categories) that your audience may search for. You should also add related terms — these are keywords that Yandex Direct will use to target interested users.

     Autotargeting impressions are enabled by default, with all categories selected. If necessary, set exceptions by adding negative keywords or changing autotargeting categories.

   If you switch from manual to automatic audience selection, it resets everything: all autotargeting categories are enabled, selected interests are removed, impressions are re-enabled for all device types, gender is set to any, and age is set to 18+.

Specify the campaign goals and budget

1. Under Promotion goal, select your campaign goal: "Maximize clicks" or "Maximize conversions". Choose your CPA or CPC expenditure logic.

2. The Conversions section specifies the campaign's goals: clicks on the buttons with contacts specified under Contacts for customer communication. The number of goals depends on the listed contacts. Specify how much you're willing to pay for each of them.

3. Set the weekly budget:

   • Preset: A minimum, optimal, or effective budget. The forecast is based on your competitors' average budgets, taking into account your selected strategy and conversions.

   • Custom: A budget that covers at least ten conversions for the most expensive goal.

   Yandex Direct will spend money within the specified amount. The campaign will run as long as there's money in your account.

4. The strategy will be selected automatically depending on your settings:

   • If you selected "Maximize conversions" at an average weekly CPA and specified the cost per click on the contact buttons, you'll get maximum conversions for these goals. Your average weekly CPA for each goal will aim to match the specified value. You'll pay per ad click. Yandex Direct will select the audience that is most likely to convert.

   • If you selected “Maximum conversions” at a fixed CPA and specified the CPA, you'll get maximum conversions for all the goals that you added. You'll pay per conversion. When multiple conversions are completed, you're charged for each of them. Yandex Direct will select the audience that is most likely to convert.

   • If you selected Maximum conversions with no limit and a single goal, the campaign will bring you maximum conversions for the selected goal within the specified weekly budget. You'll pay per ad click. Yandex Direct will select the audience that is most likely to convert.

   • If you select "Maximum clicks" with an average weekly CPC, you'll pay for click-throughs to the landing page with your contact info, and your average weekly CPC will aim to match the amount you specify.

   • If you choose the "Maximize clicks" option with no limits, Yandex Direct will aim to bring as many interested users as possible to your landing page within your specified budget.

   Placements are selected automatically to ensure optimal achievement of the campaign goals for the specified budget. You can't select placements and add blocked sites in the Campaign Wizard.

5. To send your campaign to moderation, click Create campaign.

To edit the campaign later, tap Save as draft.

As an advertising data operator, Yandex assigns each creative a unique identifier (token) when creating campaigns. It uses this token to aggregate all your placement data and send it to the Unified Register of Online Advertising (ERIR). Learn more about ad labeling.

Moderation, payment, and launch

After you create your campaign, our moderators check it for compliance with the advertising requirements.

You'll receive the moderation results at the email that you used to register in Yandex Direct.

Some campaign elements are moderated separately (for example, images). If one or more elements fail moderation, the campaign starts without them. The moderation status and comments are shown on the campaign page. You can delete or edit elements that failed moderation. The edited elements are re-submitted for moderation and added to the campaign if they pass.

Your ads will start running as soon as Yandex processes your payment.

When you launch a campaign, its page shows basic information about its settings. You can edit active campaigns only through the Yandex Direct website. You cannot edit some of the parameters, for example, the Link to your Telegram channel. Edited parameters have to be moderated again.

Campaign statistics

After starting your campaign, you can monitor its performance in the statistics sections.

Have questions?

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