Product campaigns

Use product campaigns to advertise all or selected products of your online store in every ad format for every Yandex placement. You can just specify a link to your site or add a feed with products: Yandex Direct will analyze the content of the site or feed and, in addition to ads for the store, will automatically create ads for each product offered.

Users will see your ads in search results, including in the product gallery, on Yandex Advertising Network sites, and in Yandex services.

You can track your campaign's results in the statistics section. For a product campaign, only one attribution model is used: Last cross-device click from Yandex Direct. You can't change the attribution model.

Attention. Before creating a product campaign, install a Yandex Metrica tag on your website, set up goals, and make sure that your Yandex Direct account has access to this tag.

Create a campaign

  1. Click Add → Campaign. In the Campaign Wizard tab, select Product campaign.

  2. Enter the full link to the page you want to advertise. Yandex Direct will select the information for your page.

If you couldn't enable ads for products, check that:

  • You installed a Yandex Metrica tag with pre-configured goals on your website.
  • Your Yandex Direct account has access to the tag on the site.
  • You have enabled a shared account.
Step 1. Set up ads for products

Choose a method for adding products to the campaign.

Tip. If you already have a product feed, use it. If you don't have a feed, but products are presented on your site, then use automatic feed generation from your site.
  • 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.
    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.
  • Manage products manually: Add the description 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 descriptions and images must meet the requirements.

    You can add up to 1000 products.

Step 2. Check the ads for catalog pages

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 the 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.

When creating a new campaign, the option is enabled by default.

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

Step 3. Set up an ad about your store
  1. Based on your site, up to five options for the title and images and up to three options of texts will be selected. These ad elements will be combined with each other as your ads are served: check that all elements mutually match and are consistent with each other.

    You can edit any setting or add your own option: talk about your offer, its benefits or features. Read our recommendations for writing ad texts.

    You can use templates in your ad texts. Set the default keyword, putting a hash (#) before and after it. Step 2, select Manual audience setup, then under 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 need attention in campaign statistics.

  2. Add up to 2 videos to the ad. Size is no more than 100 MB and duration is between 5 and 60 seconds.
    Technical requirements for video clips
    Format MP4, WebM, MOV, QT, FLV, AVI
    Size maximum 100 MB
    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 20 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 no more than 1
    File codec avc1, F4V, isom, M4A, M4V, mmp4, mp41, mp42, qt
    Cover No
    Note. Videos created in Video Builder meet all the above requirements.

    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 will be loaded from there automatically. If there are multiple addresses or phone numbers specified in Yandex Business, you can choose which data to show in the ad.
Step 4. Define your audience

Specify the display regions: select the desired regions in the drop-down list or click them on the map. 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. For this, in the drop-down menu next to the goal, select Cost revenue ratio and enter its value.


    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, in-app events.

  3. Define the weekly budget. It should cover 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 is money on the 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 a single goal is set with its cost specified and pay-per-conversion selected, then the campaign will bring you maximum conversions for the specified goal.
    • If multiple goals are set with their costs specified and pay-per-conversion selected, you will get maximum conversions for all the specified goals. When multiple conversions are completed, you are charged for each one.
    • If you select multiple goals without a value and with pay-per-click, you will get maximum conversions for the specified 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.
    • If no goals are set, then the strategy is selected where Yandex Direct tries to bring the maximum engaged audience to your site within the specified budget.

Ad moderation and payment

After you create your campaign, it is moderated to make sure it meets the advertising requirements.

Your moderation results will be emailed to the address you provided when you registered in Yandex Direct.

Some campaign elements are moderated separately (for example, images). If one or more elements fail moderation, the campaign will start 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 succeed.

Your ads will begin displaying as soon as Yandex receives your payment.

When you launch a campaign, its page shows basic information about its settings. To edit an active campaign, click on the parameter you want to change. Some parameters can't be edited (for example, Site). Edited parameters have to be moderated again.

Campaign statistics

Statistics are displayed on the campaign page. Under the settings section, you can find the general campaign statistics, with more detailed statistics on individual parameters shown below.

The general campaign statistics will display statistics for impressions, clicks, conversions, CPA, and costs. You can also view data about the effectiveness of different elements of your store's ad.

In analytical systems (for example, in Yandex Metrica), a product campaign will be displayed as three campaigns with the same name and settings: for a store, for products in search results, and for products in YAN. However, statistics for the campaigns in Yandex Direct will be aggregated.

The charts will show statistics by display region.


Sometimes, the parameter value might be zero. For example, the share of one display region is 0%, but there are impression statistics for it. This means that the ad was shown in the region, but impressions failed to bring any ad clicks or conversions for your site.

Under Ad elements, you can find statistics on the effectiveness of each ad element in the selected campaign. The effectiveness metric accounts for both the overall attractiveness of the ad element for the user and the expected conversion rate. Titles are compared with titles, texts with texts, and so on. Sitelinks are added to all ad combinations, hence their effectiveness isn't calculated.

Effectiveness calculation starts after the system accumulates source data for the element. If an ad element was added or removed within the selected period, you will get a warning that statistics are available for an incomplete period.

To view full statistics, select the period in which ad elements didn't change. For example, the first version of the title was added on 20.09 and the second one was added on 21.09. To compare them, you need to select a start date on 21.09 or later.

Have questions?

Attention. Our customer service department can only help you with the campaigns created under the same username you use to contact us. You can see your current login in the upper-right corner of the screen. Our team can access your data only when processing your request.

You can contact us from 10:00 to 19:00 (UTC+3) by phone:

Moscow: +7(495)780-65-20

Toll-free within Russia: 8(800)234-24-80, ext. 9


To access campaigns, a customer service specialist will need your PIN.