Promo

A promo is an ad extension that includes a brief description of the promo and a distinct label or background. Promos are added to ads in search results if they get the first premium placement. Additionally, an ad with a promo may appear within a specialized SERP layout. In YAN, the serving of extensions with ads is governed by the Smart Design algorithm. When clicking the promo, the user may be forwarded to a website or app page that is different from the page linked in the ad.

You can add promos when creating or editing “Text & Image ads”, “Unified performance”, and “Dynamic ads” campaigns. While only one promo can be added to a single campaign, you have the option to set up a separate promo for each of its ad groups.

  1. Benefits
  2. How to create a promo
  3. Editing and moderating promos
  4. Promos for ad groups
  5. Bulk editing of promos in campaigns and ad groups
  6. Statistics

Benefits

A promo helps you expand your ad message, attract users by a vivid label, and add another link to your ad. According to our research, ads with promos demonstrate a 30% higher CTR. This contributes to the overall growth in conversions and decreases your CPA.

For example, if you set up promos at the group or campaign level and launch product ads in a unified performance campaign, information about discounts, bonuses, and gifts for purchases may appear in single-product banners and a mosaic. This info draws attention to ads, increases their CTR, and encourages users to make purchases.

How to create a promo

In the campaign settings under Promo, click +Add promo. In the Promo window, fill out the fields:

  • Promo type: Select a relevant option, for example, “Discount”, “Benefit”, “Cashback” “Gift”, “Free”, or “Installment 0%”.
  • Edit the discount, benefit, or cashback:
    • Prefix.
    • Amount: Specify an integer between 1 and 100 (for percentage) or 1,000,000 (for currency). Required field.
    • Unit: Select “%” or a currency.

  • Promo code: Specify the discount promo code. The promo code must be 16 characters or less.

    In certain formats, if you include the promo code in a separate field, users may be able to copy the code directly from the ad, navigate to the website, and make a purchase using the copied promo code.

  • Description of the promo: Specify products or services that the promo applies to. Between 3 and 45 characters, including the text from the Promo type and Promo code sections. Required field.

  • Promo dates: Pick dates from the calendar or type them in the format DD.MM.YYYY. Both fields are optional. Cases:

    • Both dates are entered: the promo is shown in ads only between the dates. The promo is removed from the ads the day after.
    • The end date is entered: this date is used in the promo text as its deadline. The promo is removed from the ads the day after the specified date.
    • Both fields are empty: The promo is always shown in ads.

The final text of the promo is generated based on the promo type, discount, promo code, description text, and the end date. The promo text will be in the language selected in the Language field. Only Russian is currently supported. Double check the promo text.

Add a link to the promo page if needed: it must belong to the same domain as the main link in the ad, except for links to your pages on social media or Yandex Market. In the link, you can use UTM tags with dynamic parameters. In this case, you can add one promo to multiple campaigns. If you omit the link, the page linked in the ad is shown.

Promos are stored in a separate library. To view or edit them, click Library → Promos