Creating ads

You can create ads based on a data source or feed. You can use either method if you offer products on your site. If you advertise services, training courses, tickets, or other non-product categories, it's best to use a feed. Feeds make it possible to receive more information about each advertised item and configure selection rules more carefully.

To create an ad, follow these steps:

Step 1. Create a campaign

Click Add → Campaign. In the Link to site field, enter the webpage address that your ad will lead to. In the Expert mode tab, select Product sales → Sales in Yandex Search.

Specify the search placement: Search results. Ads built based on a site aren't served in the product gallery.

Select a strategy. We recommend using automatic strategies for dynamic ads. This way, ads will be served automatically with the goal of producing the most useful traffic from ad clicks. If you use a manual bid management strategy, then you can set your bid for every group of pages in the Dynamic text ad target section on the edit group page.

In the Impression schedule section on the campaign settings page, specify when you want to serve your ads. Set the start and end dates. If you want to serve ads at a specific time, configure time targeting.

Check the campaign name and contact information.

Add URL parameters and a promo.

Step 2. Create an ad group and set up its parameters

In the Data source field, select Site and enter the domain of the site that you want to generate dynamic ads for. The site structure must meet the requirements.

Attention.

You cannot change the data source after saving the group.

Set the Targeting criteria. To generate dynamic ads, you can use the whole site or separate pages. Learn more about dynamic text ad targets.

Select the query categories for which ads will be served:

  • Targeted queries: The ad perfectly meets the user queries.
  • Alternative queries: The user is looking for a product that can be replaced by the advertised product. The ad might also meet the query in this case.
  • Related queries: Queries for products that might interest the user in relation to the advertised product or service.
  • Queries mentioning competitors: Searches for the advertised product offered by competitors.
  • Broad queries: Queries showing interest in a product exemplified by the ad.

All 5 categories are enabled by default. You can disable categories that do not apply to your business (for example, they may damage attitude to your brand). Please note that ad impressions may decline if you disable categories. At least one category must remain enabled.

If you don't have any active campaigns:

  1. Start with serving ads across all categories.
  2. Review your impression statistics in 1‒2 weeks.
  3. Use the cross section in the Targeting categories statistics to identify the least effective queries and disable them if necessary.

Choose the display region for your ads.

Step 3. Design the ad

Compose a text that will be used for all your ads. You can also add sitelinks, callouts, an address, and a phone number.

The ad title, landing page URL, link that displays, and keywords will be generated automatically.

Note.

If the length of a model name exceeds 56 characters, then the end of the ad title will be substituted with an ellipsis.



As an advertising data operator, Yandex assigns each creative a unique identifier referred to as "token" when creating campaigns. It then uses this token to aggregate all your placement data and transmit it to the Unified Internet Advertising Registry (ERIR). Learn more about ad labeling.

Try it out

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

Attention.

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