File format and field population rules

To define the data types in columns, column titles are used. Titles must be in Russian. The column order does not matter. You can import files with a single column or files with incomplete data: some columns may be missing.

XLSX or XLS format

Download file template

The file contains the data for a single campaign.

Your file consists of several tabs:

Texts — the main tab for making changes. Here you will find ad campaign data and all ad settings. Several fields in this tab cannot be edited.
Contact information — a single vCard for all ads in your campaign.
Regions — contains the list of values for Region field. To correctly fill in the field, copy the region names from this tab. You do not need to make changes on the tab.
Dictionary of Field Values — contains the list of values for the fields Campaign type, Ad type, Device type, Connection type and OS version. To correctly fill in the fields, copy the values from this tab. You do not need to make changes on the tab.

CSV or TXT format

Download file template

The file can contain the data of multiple campaigns.

The file must be UTF-8 encoded.

The first line must contain the field names, and the following lines must contain the field values.

The tab character is used as the field delimiter.

Filling in fields

How to fill in fields:

Select which ad of the ad group is considered the main ad. The other ads will be considered additional. Your choice of the group's main ad is only used for filling in the file and has no further effect on ad serving.
Enter each keyword in a separate line. In the Additional group ad field, enter - (minus).

You can fill in the ad group field and main ad in the ad group in only the first line containing the keyword, or paste them to all lines with the keywords of this ad group (in this case, lines will only differ by the keyword fields, i.e.: ID, keyword with negative keywords, bid, parameter 1, and parameter 2).
Also use a separate line for each additional ad. In the Additional group ad field, enter +. Fill in only the ad fields: titles, text, link, image, and so on. Leave the fields related to keywords and the ad group blank (such as ad group name, regions, and shared negative keywords).
Use the Group number field to assign ads and keywords to groups.

Unified performance campaign

Text & Image ads

Ads for mobile apps

In a unified performance campaign, you can only import Text & Image ads and image ads from files. The option isn't supported for product ads and ads for "Catalog pages".

Ads from unified performance campaigns can only be imported from XLSX files.

Field	Specifics and limitations
Campaign type	Filled in only when creating a new campaign. A list of values can be found in the Dictionary of Field Values tab.
Order №	Not filled in and not edited.
Negative keywords in a campaign	Separated with commas. Up to 20,000 characters. Read more about negative keywords.
Currency	Not filled in and not edited.
Additional group ad	Required field. - indicates it is the main ad of group. + indicates other ads of the group.
Ad type	Filled in only when creating a new campaign. A list of values can be found in the Dictionary of Field Values tab.
Mobile ad	Mobile ads aren't supported in UPCs. Filled in as «-». The «+» values will be ignored.
Group ID	Not filled in and not edited.
Group name	Required field.
Group number	Only numbers are allowed.
"Rarely served"	Not filled in and not edited.
Phrase ID	Not filled in and not edited.
Phrase (including negative keywords)	Filled in only for main ad of group. Up to 4096 characters in length (including negative keywords), no more than 35 characters per word.
Ad ID	Not filled in and not edited. Alert If you delete the value in this field, then new ads will be created in the existing campaign and the old ones will be deleted.
Title 1	Required field. Up to 56 characters including spaces and punctuation. The maximum length for one word is 22 characters.
Title 2	Optional element. May (but isn't guaranteed to) appear in the ad. Up to 30 characters including spaces, and up to 15 punctuation marks. The maximum length for one word is 22 characters.
Text	Required field. Up to 81 characters including spaces, and up to 15 punctuation marks. The maximum length for one word is 23 characters.
Title/Text length	Not filled in and not edited.
Link	Required field. Address of site or offer page.
Display link	Up to 20 characters. Letters, numbers and the symbols "`-`", "`№`", "`/`", "`%`", "`#`" are allowed. You do not need to specify the domain. More details about link that displayss.
Region	Filled in only for main ad of group. The Regions tab contains the list of regions. Priority is given to the regions, which are provided on the file loading page (check Select region for all uploaded ads).
Yandex Business company	Unique digital ID of your organization in Yandex Business. To find out the organization ID: Find the organization on Yandex.Maps and click the link in the title. Copy the ID from the address bar. For example, on the page `https://yandex.ru/maps/org/gum_katok/1008627065/`, the unique ID is `1008627065`.
Bid	Filled in only for main ad of group. Bids for ads on search. The field value is ignored if the automatic management strategy is enabled.
Bid in ad networks	The field value is ignored.
Contacts	The field value is ignored.
Ad status	Not filled in and not edited.
Phrase status	Not filled in and not edited.
Sitelink titles	Up to 30 characters including spaces. The maximum length for one word is 23 characters. Titles must be separated with «

».
Sitelink URLs	Must be separated with «






». Up to 25 characters in each callout. Learn more about callouts.
Negative keywords in a group	Separated with commas. Up to 4096 characters. Note If different negative keywords are specified in different rows of the same group, then they will be merged when the file is uploaded. Read more about negative keywords.
Age restrictions	Not filled in and not edited.
Link to app in store	Not filled in and not edited.
Device type	Not filled in and not edited.
Connection type	Not filled in and not edited.
OS version	Not filled in and not edited.
Tracking link	Not filled in and not edited.
Icon	Not filled in and not edited.
Rating	Not filled in and not edited.
Number of ratings	Not filled in and not edited.
Price	Not filled in and not edited.

Field	Specifics and limitations	XLSX, XLS	CSV, TXT
Campaign type	Fill it in only when creating a new campaign. If this field is empty, a text and image campaign is created by default. For the value dictionary, see the Dictionary of Field Values tab in the XLSX template.
Order №	Campaign ID in Yandex Direct. It is filled in by Direct Commander when exporting data to a file. Do not edit or delete the value.
Negative keywords in a campaign	Specify negative keywords separated by a space, with a minus sign in front of each keyword. For example: -book tickets -review Up to 20,000 characters. Learn more about negative keywords
Currency	It is filled in by Direct Commander when exporting data to a file. It is ignored at import.
Additional group ad	- indicates it is the main ad of group. + indicates other ads of the group. Alert Make sure to fill in the field to enable proper ad recognition.
Ad type	Fill it in only when creating a new ad. For the value dictionary, see the Dictionary of Field Values tab in the XLSX template. Alert Make sure to fill in the field to enable proper ad recognition.
Mobile ad	Fill it in only when creating a new ad. If this field is empty, a desktop ad is created by default. + — mobile ad. - — desktop ad. Learn more about mobile ads
Group ID	ID of the ad group in Yandex Direct. It is filled in by Direct Commander when exporting data to a file. Do not edit or delete the value.
Ad group name *	Fill it in only for the main ad in a group.
Group number *	Only numbers are allowed.
"Rarely served"	It is filled in by Direct Commander when exporting data to a file. Do not fill in this field.
Campaign ID (local)	ID of the campaign in the internal Direct Commander database. It is filled in by Direct Commander when exporting data to a file. Do not edit or delete the value.
Campaign ID (on the server)	Campaign ID in Yandex Direct. It is filled in by Direct Commander when exporting data to a file. Do not edit or delete the value.
Campaign name	The campaign name.
Phrase ID	ID of the keyword or retargeting list. It is filled in by Direct Commander when exporting data to a file. Do not edit or delete the value.
Phrase (including negative keywords)	Up to 4096 characters in length for a keyword (including negative keywords); no more than 35 characters per word. For retargeting lists — audience: criteria name. Names are specified in the Yandex Direct web interface on the Retargeting lists page. Fill it in only for the main ad in a group.
Ad ID	ID of the ad in Yandex Direct. It is filled in by Direct Commander when exporting data to a file. Do not edit or delete the value.
Title 1 **	Up to 56 characters including spaces and punctuation. Maximum of 22 characters per word.
Title 2	Up to 30 characters including spaces, and up to 15 punctuation marks. Maximum of 22 characters per word.
Text**	Up to 81 characters including spaces, and up to 15 punctuation marks. Maximum of 23 characters per word.
Title/Text length	Do not fill in or edit these fields.
Link	Address of site or offer page. Required if the vCard is missing. 1024 characters (including protocol).
Display link	Up to 20 characters (excluding domain). Letters, digits, and the characters -, №., /, %, # are allowed. You do not need to specify the domain. Learn more about display links.
Region	Fill it in only for the main ad in a group. If this field is empty, the default value is all regions. The Regions tab contains the list of regions.
Bid	Fill it in only for the main ad in a group. Bids for ads on search. The field value is ignored if: an automatic strategy is enabled a manual strategy is enabled with only impressions on search selected
Bid in ad networks	Fill it in only for the main ad in a group. Ad bid in the ad networks (Yandex Advertising Network and ad exchanges). The field value is ignored if: an automatic strategy is enabled a manual strategy is enabled with only impressions in search selected a manual strategy is enabled, impressions "On all sites" is selected, and bid management for search and ad networks are not separated
Contacts	In the XLSX or XLS file: + — ad with vCard (data is filled in on the Contact information tab). - — ad without vCard. It is ignored in the CSV or TXT file. Learn more about vCards.
Ad status	It is filled in by Direct Commander when exporting data to a file. Do not fill in this field.
Phrase status	It is filled in by Direct Commander when exporting data to a file. Do not fill in this field.
Sitelink titles	Separate the titles using **

**. The maximum description length is 60 characters, including spaces.
Sitelink URLs	Separate the URLs using \|\|.
Parameter 1 and Parameter 2	Values will be pasted into the link instead of `{param1}` and `{param2}`. Learn more about parameters
Labels	Currently not supported.
Image***	Image link.
Creative	Currently not supported.
Moderation status of creative	Currently not supported.
Callouts	Separate the callouts using **

Specify negative keywords separated by a space, with a minus sign in front of each keyword. For example: -book tickets -review Learn more about negative keywords
Not used in "Text & Image ads" campaigns.
Not used in "Text & Image ads" campaigns.
Not used in "Text & Image ads" campaigns.
Not used in "Text & Image ads" campaigns.
Not used in "Text & Image ads" campaigns.
Not used in "Text & Image ads" campaigns.
Not used in "Text & Image ads" campaigns.
Not used in "Text & Image ads" campaigns.
Not used in "Text & Image ads" campaigns.
Not used in "Text & Image ads" campaigns.

* This is a required field. If no value is specified, the created object is marked with the icon.

** This field is required for text and image ads.

*** This field is required for image ads.

Field	Specifics and limitations	XLSX, XLS	CSV, TXT
Campaign type	Fill it in only when creating a new campaign. If this field is empty, a text and image campaign is created by default. For the value dictionary, see the Dictionary of Field Values tab in the XLSX template.
Order №	Campaign ID in Yandex Direct. It is filled in by Direct Commander when exporting data to a file. Do not edit or delete the value.
Negative keywords in a campaign	Specify negative keywords separated by a space, with a minus sign in front of each keyword. For example: -book tickets -review Up to 20,000 characters. Learn more about negative keywords
Currency	It is filled in by Direct Commander when exporting data to a file. It is ignored at import.
Additional group ad	- indicates it is the main ad of group. + indicates other ads of the group. Alert Make sure to fill in the field to enable proper ad recognition.
Ad type	Fill it in only when creating a new ad. For the value dictionary, see the Dictionary of Field Values tab in the XLSX template. Alert Make sure to fill in the field to enable proper ad recognition.
Mobile ad	Not used in "Ads for mobile apps" campaigns.
Group ID	ID of the ad group in Yandex Direct. It is filled in by Direct Commander when exporting data to a file. Do not edit or delete the value.
Ad group name *	Fill it in only for the main ad in a group.
Group number *	Only numbers are allowed.
"Rarely served"	It is filled in by Direct Commander when exporting data to a file. Do not fill in this field.
Campaign ID (local)	ID of the campaign in the internal Direct Commander database. It is filled in by Direct Commander when exporting data to a file. Do not edit or delete the value.
Campaign ID (on the server)	Campaign ID in Yandex Direct. It is filled in by Direct Commander when exporting data to a file. Do not edit or delete the value.
Campaign name	The campaign name.
Phrase ID	ID of a keyword, retargeting list, or app category interest. It is filled in by Direct Commander when exporting data to a file. Do not edit or delete the value.
Phrase (including negative keywords)	Up to 4096 characters in length for a keyword (including negative keywords); no more than 35 characters per word. For retargeting lists — audience: criteria name. Names are specified in the Yandex Direct web interface on the Retargeting lists page. For app category interest — interest: interest name(ID) (for example, interest:Way of life(49)). Fill it in only for the main ad in a group.
Ad ID	ID of the ad in Yandex Direct. It is filled in by Direct Commander when exporting data to a file. Do not edit or delete the value.
Title 1 **	Up to 56 characters (including spaces and punctuation). Maximum of 22 characters per word.
Title 2	Not used in "Ads for mobile apps" campaigns.
Text**	Up to 75 characters including spaces and punctuation. Maximum of 23 characters per word.
Title/Text length	Do not fill in or edit these fields.
Link	Not used in "Ads for mobile apps" campaigns.
Display link	Not used in "Ads for mobile apps" campaigns.
Region	Fill it in only for the main ad in a group. If this field is empty, the default value is all regions. The Regions tab contains the list of regions.
Bid	Fill it in only for the main ad in a group. Bids for ads on search. The field value is ignored if: an automatic strategy is enabled a manual strategy is enabled with only impressions on search selected
Bid in ad networks	Fill it in only for the main ad in a group. Ad bid in the ad networks (Yandex Advertising Network and ad exchanges). The field value is ignored if: an automatic strategy is enabled a manual strategy is enabled with only impressions in search selected a manual strategy is enabled, impressions "On all sites" is selected, and bid management for search and ad networks are not separated
Contacts	Not used in "Ads for mobile apps" campaigns.
Ad status	It is filled in by Direct Commander when exporting data to a file. Do not fill in this field.
Phrase status	It is filled in by Direct Commander when exporting data to a file. Do not fill in this field.
Sitelink titles	Not used in "Ads for mobile apps" campaigns.
Sitelink descriptions	Not used in "Ads for mobile apps" campaigns.
Sitelink URLs	Not used in "Ads for mobile apps" campaigns.
Parameter 1 and Parameter 2	Not used in "Ads for mobile apps" campaigns.
Labels	Currently not supported.
Image***	Image link.
Creative	Currently not supported.
Moderation status of creative	Currently not supported.
Callouts	Not used in "Ads for mobile apps" campaigns.
Negative keywords in a group	Specify negative keywords separated by a space, with a minus sign in front of each keyword. For example: -book tickets -review Learn more about negative keywords
Age restrictions	App age ratings (0, 6, 12, 16, 18). If this field is empty, the default value is 18 (for text and image ads).
Link to app in store*	Link to a page in the App Store or Google Play Market.
Device type	For the value dictionary, see the Dictionary of Field Values tab in the XLSX template. If the field is empty, the default value is "All".
Connection type	For the value dictionary, see the Dictionary of Field Values tab in the XLSX template. If the field is empty, the default value is "Mobile connection and Wi-Fi".
OS version*	For the value dictionary, see the Dictionary of Field Values tab in the XLSX template.
Tracking link	Learn more about tracking links.
Icon	- — do not add icon. + — add icon. If this field is empty, the icon is added by default (for Text & Image ads).
Rating	- — do not add rating. + — add rating. If this field is empty, the rating is added by default (for Text & Image ads).
Number of ratings	- — do not add number of ratings. + — add number of ratings. If this field is empty, the number of ratings is added by default (for Text & Image ads).
Price	- — do not add price. + — add price. If this field is empty, the price is added by default (for Text & Image ads).

* This is a required field. If no value is specified, the created object is marked with the icon.

** This field is required for text and image ads.

*** This field is required for image ads.

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