Product campaigns

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.

  • 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.
• 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

   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.

   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, 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.

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.

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.