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.
You can only create a new campaign in a Unified performance campaign.
To create an ad, follow these steps:
- Step 1. Create a campaign
-
Click . In the Link to site field, enter the webpage address that your ad will lead to. In the Expert mode tab, select Unified performance campaign.
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.
Narrow queries: The ad is broader than the user query. For example, for the advertiser
in-space.rurunning the “Space travel” ad, a narrow query would be buy a romantic space tour.Previously, these fell under targeted queries. Because of this, existing campaigns with configured targeted queries now include both the narrow and targeted categories. You can change this if necessary.
- 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.
- 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:
- Start with serving ads across all categories.
- Review your impression statistics in 1‒2 weeks.
- Use the cross section in the Targeting categories statistics to identify the least effective queries and disable them if necessary.
Under Brand mention in Yandex Search queries, select the type of queries to serve your ads for. These can be queries mentioning your brand, mentioning a competitor brand, or not mentioning any brands. For example, you can use autotargeting in separate campaigns for brand search queries,
To serve ads without filtering by brand, enable all options.
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 uses this token to aggregate all your placement data and send it to the Unified Register of Online Advertising (ERIR). Learn more about ad labeling.
To create an ad, follow these steps:
- Step 1. Upload your feed (product information)
-
In the side menu, click Library and select Feeds.
Enter the name of the feed and select the business type which best describes your product offers. Add a link to the feed file or upload it. Read more about adding a feed.
Attention. Once you save a feed, it will not be possible to change the business type. - Step 2. Create a campaign
-
Click . In the Link to site field, enter the webpage address that your ad will lead to. In the Expert mode tab, select .
Specify the ad's placement in Yandex Search: Product gallery, Search results, or both.
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 page group in the Filters field on the ad editing 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 3. Select the data source and audience
-
In the Data source field, select Feed, and add the previously uploaded feed.
Attention.You cannot change the data source after saving the group.
To generate dynamic ads you can use the entire feed or apply filters to choose individual products. Under Filters, click +New filter and add up to 50 filters joined by “OR”. Please note that when adding new filters you can manage only those settings which correspond to the selected business type.
Select the query categories for which ads will be served:
- Targeted queries: The ad perfectly meets the user queries.
Narrow queries: The ad is broader than the user query. For example, for the advertiser
in-space.rurunning the “Space travel” ad, a narrow query would be buy a romantic space tour.Previously, these fell under targeted queries. Because of this, existing campaigns with configured targeted queries now include both the narrow and targeted categories. You can change this if necessary.
- 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.
- 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:
- Start with serving ads across all categories.
- Review your impression statistics in 1‒2 weeks.
- Use the cross section in the Targeting categories statistics to identify the least effective queries and disable them if necessary.
Under Brand mention in Yandex Search queries, select the type of queries to serve your ads for. These can be queries mentioning your brand, mentioning a competitor brand, or not mentioning any brands. For example, you can use autotargeting in separate campaigns for brand search queries,
To serve ads without filtering by brand, enable all options.
Choose the display region for your ads.
- Step 4. Specify elements from the feed for titles and text, if needed.
-
Titles of dynamic ads are generated automatically by default, and you can specify the text in the next step.
You can explicitly specify the feed data to be used in titles and texts. In this case, the text will also be generated automatically. Open Additional settings, then under Manual text management, specify the feed elements to take the data from. Use suggestions to select the recommended elements that best suit the title or text. When specifying element names manually, use a relevant case and omit special characters. (for example,
titleandTitleare different names).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.
If the specified elements are missing in the feed, the headers are generated automatically, and the ad uses the text specified in the relevant field in the next step.
- Step 5. 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 uses this token to aggregate all your placement data and send it to the Unified Register of Online Advertising (ERIR). Learn more about ad labeling.
