Product campaign

Step 1. Set up ads for products

Choose a method for adding products to the campaign.

Products found on the site

Yandex will automatically find products on your site and create an ad for each product. If no products are found, check that your site meets the requirements.

Feed

If you already have a feed with current prices and a list of products, use this feed. This can be one of the previously uploaded product feeds or a new feed added via a link or uploaded from a device.

• Link to the new feed
• New feed from your computer

1. Specify the type of business.

   To upload a feed, you must select the type of business that you are advertising.

2. Add a link to your feed.

   The file format depends on the selected type of business. Also enter your username and password if they are required to access the link.

3. Click Upload feed.

1. Specify the type of business.

   To upload a feed, you must select the type of business that you are advertising.

2. Select the file with your feed.

   The file format depends on the selected type of business.

Specify elements from the feed for titles and text, if necessary.

Ad titles and texts for a shop are generated automatically by default. You can explicitly specify the feed data to be used in titles and texts. Open Advanced settings, then under Manual text management, select the recommended feed elements that best suit your ad title or text:

• Title: The texts from the specified elements will be used in the ad title. You can specify up to 5 elements. Their data will be added step-by-step until the title length reaches 56 characters. If there are more characters, the title may be cut off.

• Text: The texts from the specified elements will be used in the ad. You can specify up to 5 elements. Their data will be added step-by-step until the text length reaches 81 characters. If there are more characters, the text may be cut off.

List of supported elements for each feed type

• Yandex Market feed: name, typePrefix, model, vendor, description, sales_notes.
• Feed in Google Shopping format: title, g:title, description, g:description, brand, g:brand, color, g:color, material, g:material.
• Special feed for Google Ads (CSV): Item title, Item description.
• Universal feed (CSV): Title, Description.
• Auto.ru feed: mark_id, folder_id, modification_id, body_type, year.
• Yandex Realty feed (XML): description.
• Hotels and rentals feed for Google Ads (CSV): Property name, Destination name, Facilities.
• Google Ads "Flights" feed (CSV): Destination name, Destination address, Origin name.
• Google Ads "Travel" feed (CSV): Destination name, Destination address, Origin name, Title.

Manual product management

You can add product descriptions manually. Fill in the card for each product:

• Specify the link to the product, add the name and description.
• Add up to 5 images of at least 450 × 450 pixels and up to 10 MB.
• Specify the price and additional information: product category, manufacturer, model, and availability.

All the added products will be consolidated into a single feed per username. You can add up to 1000 products from different categories.

If you want to use distinct campaigns to advertise different products from one or more sites, be sure to set up filters in each campaign, for example, select a category or manufacturer.

All descriptions and images must meet the requirements.

Configuring filters

Under Filter, choose which products you want to use and which ones to exclude when generating ads. The criteria are joined using the “AND” operator. Products meeting all the criteria will be selected for serving.

You can also use custom elements in filters.

When you are setting up the filter parameters, Yandex Direct checks in real time how many offers match the selected criteria. Use the suggestion from Yandex Direct to avoid situations when your ads stop because no product matches the filter criteria.

Example

Step 3. Check the ads for catalog pages

By default, when you create a new campaign, Yandex Direct generates ads for any catalog pages that the robot detects on the site. If this doesn't happen, Yandex Direct prompts you to import the information from a file.

Create ads automatically

The Yandex robot crawls catalog pages on the site. An ad for each catalog page is created automatically using the text and pictures from the site. These ads will be placed on the search and in YAN. You can check out examples in the Ads for catalog pages section.

In order for the robot to accurately identify the catalog pages, they must be marked up in special structured data format.

Created ads can't be edited. But you can disable the option.

Import information from a file

If you want to advertise only certain sections or if you don't use structured data markup in your site's code, prepare and upload a CSV file. You can only upload one file per campaign.

File requirements

1. CSV format with UTF-8 encoding.
2. Use commas “,” or semicolons “;” as the separator.

   If you choose to use commas as the separator, check if any field contains commas in its text. If it does, the entire text of that field must be enclosed in quotes. For example: "Dairy, plant-based drinks".

3. The file header must include the full list of columns: Url, Title, Description, Offer minimal price, Currency, Image url 1, Image url 2, Image url 3, Image url 4, Image url 5.

   Name and description of fields:

   Name	Description
   URL	Link to the catalog page. Each link must be unique. Required field.
   Title	Catalog name. Up to 56 characters including spaces and punctuation. Required field.
   Description	Description. Up to 81 characters including spaces, and up to 15 punctuation marks. Recommended field.
   Offer minimal price	Minimum product price in the category. Integer without separators. If the number is a fraction, round it to a whole number. For example: 150000.
   Currency	Alphabetic currency code. For example: RUB, USD, EUR. Required if you provide "Offer minimal price".
   Image url 1, Image url 2, Image url 3, Image url 4, Image url 5	Links to images on the site. These must be direct links to an image, rather than links to a page where the image can be downloaded. For example, you can't use Yandex Disk links. Recommended field.

   Name	Description
   URL	Link to the catalog page. Each link must be unique. Required field.
   Title	Catalog name. Up to 56 characters including spaces and punctuation. Required field.
   Description	Description. Up to 81 characters including spaces, and up to 15 punctuation marks. Recommended field.
   Offer minimal price	Minimum product price in the category. Integer without separators. If the number is a fraction, round it to a whole number. For example: 150000.
   Currency	Alphabetic currency code. For example: RUB, USD, EUR. Required if you provide "Offer minimal price".
   Image url 1, Image url 2, Image url 3, Image url 4, Image url 5	Links to images on the site. These must be direct links to an image, rather than links to a page where the image can be downloaded. For example, you can't use Yandex Disk links. Recommended field.

4. The maximum number of rows is 1000

How to create a CSV file

Enter your data in any spreadsheet editor, like Excel or Numbers. Save the file in the CSV format with comma delimiters.

In Excel (Windows):

1. In the top menu, select File → Save as.
2. Name the file using the File name field.
3. Select Save as type“CSV (Comma delimited) (*.csv)”
4. Click Save.

In Numbers (iOS):

1. In the top menu, select File → Export to→ CSV....
2. In the Export Your Spreadsheet window, go to the CSV tab and open the Advanced Options.
3. In the Text Encoding field, select “Unicode (UTF-8)”
4. Click Next....

Possible errors when uploading a file

• Invalid encoding: Make sure that your file has UTF-8 encoding.
• File can't be empty: Make sure that your file contains rows with catalogs.
• List can't include more than 1000 rows: Make sure that your file contains less than 1000 rows.
• Field can't be empty: Make sure that all required fields are filled in.
• Title can only include characters supported in banners: Make sure that the file doesn't contain invalid characters.
• Word length can’t exceed: Make sure that there are no words longer than 56 characters in the file header and 81 characters in the file body.
• Loose comma: Make sure that all commas and quotes adhere to the CSV schema.
• Enter different values: Make sure that all links in the URL field are unique.

Download sample file

To update ads for catalog pages that were generated from a file, upload a new file containing the updated data. The ads will be generated again.

Step 3. Set up an ad about your store

1. Based on your site, up to five title and image options and up to three texts 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 your own option: talk about your offer, its benefits or features. Read our recommendations on writing ad texts.

   You can use templates in your ad texts. Set the default keyword and put a hash sign “#” before and after it. At Step 2, select Manual audience setup. As related terms, specify the keywords that you want to insert into the template.

   Over time, Yandex Direct will automatically choose the most effective combination and start serving it more often. You can check which elements are more effective and which ones need attention in the campaign statistics.

2. Add up to 2 videos to the ad. The video must be no more than 100 MB and from 5 to 60 seconds.

   Technical requirements for videos

   Format	MP4, WebM, MOV, QT, FLV, AVI
   Size	100 MB maximum
   Duration	Between 5 and 60 sec
   Recommended aspect ratio	16 : 9; 1 : 1; 9 : 16
   Minimum resolution	360p
   Recommended resolution	1080p
   Video frame rate	From 20fps
   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	no more than 1
   File codec	avc1, F4V, isom, M4A, M4V, mmp4, mp41, mp42, qt
   Cover	No

   Format	MP4, WebM, MOV, QT, FLV, AVI
   Size	100 MB maximum
   Duration	Between 5 and 60 sec
   Recommended aspect ratio	16 : 9; 1 : 1; 9 : 16
   Minimum resolution	360p
   Recommended resolution	1080p
   Video frame rate	From 20fps
   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	no more than 1
   File codec	avc1, F4V, isom, M4A, M4V, mmp4, mp41, mp42, qt
   Cover	No

   A well-chosen video attracts more attention to your ad and increases your conversion rate.

3. Under Sitelinks, you'll see links to key pages on your site, like pages with discounts or descriptions of certain products. To edit, replace, or delete them, click .
4. If your company is listed in Yandex Business, the contact information loads from there automatically. If there are multiple addresses or phone numbers specified in Yandex Business, you can choose which of them to show in the ad.

Step 4. Define your audience

1. Specify the display regions: select the desired regions in the drop-down list or click them on the map.

   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 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. Ads are served in search results and in ad networks using autotargeting.

Step 5. Define your campaign budget and goals

1. Yandex Metrica tags are added to your campaign automatically, but if it didn't happen for some reason, then add them manually in the Enter the tag ID field.

2. Select your campaign goals under Conversions. Specify how much you are willing to pay per conversion.

   

   Order from a site or app

   Select one goal per each sales funnel that starts with an action on your site. For example, placing an order using a shopping cart, purchase in one click, callback, and so on.

   You can specify the cost revenue ratio for the goal “Ecommerce: purchase” with e-commerce enabled or for goals relating to orders from CRM transmitted via the conversion center or Yandex Metrica. To do this, in the drop-down menu next to the goal, select Cost revenue ratio and enter its value.

   Call

   If you sell by placing or receiving calls from your customers, use these goals for optimization. Learn more about call tracking.

   Offline conversions

   Yandex Direct can evaluate the effect of online ads on your offline sales and use them during optimization. Learn more about transmitting conversions.

   Other conversions

   Specify other conversions that are relevant to your business. For example, email newsletter subscription.

3. Define the weekly budget. 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.

   Yandex Direct predicts the number of clicks or conversions within your budget. This calculation is not 100% accurate.

   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.

4. Choose a payment model: Per click or Per conversion.

   The strategy will be selected automatically depending on your settings:

   • If you set a single goal with its cost specified and “Pay-per-conversion” selected, then the campaign will bring you maximum conversions for the goal.
   • If you set multiple goals with their costs specified and “Pay-per-conversion” selected, you will get maximum conversions for all the goals. When multiple conversions are completed, you're charged for each of them.
   • If you set one or more goals with their costs specified and “Pay-per-click” selected, you will get maximum conversions for the goals, and the weekly average CPA for each goal will tend to approach the specified CPA. The average CPA is calculated as an average weekly ratio of ad spending to the number of conversions. You will pay per click through to your site.
   • If you select the “Ecommerce: purchase” or another goal you are transmitting revenue for, specify the cost revenue ratio, and choose “Pay-per-click”, you will receive maximum conversions for the goal, and your cost revenue ratio will be maintained within the specified percentage. You will pay per click through to your site.
   • If you select multiple goals without setting their values and use “Pay-per-click”, you will get maximum conversions within the given weekly budget. You'll be charged for click throughs to your site, and Yandex Direct will select the audience that is most likely to convert.