Creating ads within a unified performance campaign

Step 1. Create a campaign

1. Click Add → Campaign. In the Expert mode tab, select Promotion on Connected TVs → Performance-based app promotion.

2. Under What would you like to promote?, specify a link to your app in the App Store / Google Play / RuStore or the app's tracking link.

   When you save the campaign, the section name changes to Advertised object, and you won't be able to edit it anymore. This section doesn't affect impressions. However, you can't create ads with links to other apps within the campaign. If you need to place ads for another app, create a new campaign for it first.

3. Add links to all the app stores where your app is available.

4. Verify your app if necessary.

5. Choose your ad placement: Connected TVs and desktops.

6. The only available bidding strategy is Maximize impressions at minimal cost. You cannot change it.

   Set your budget and a cap for the average cost per thousand impressions (CPM). The system will automatically set your CPM so that you get the most impressions at the lowest possible price.

7. Set a frequency cap for impressions per user.

   You can limit how many times a single user sees your ad over a specific number of days (up to 30) or the entire campaign period. For example, you can limit impressions to no more than three per day for each user. Impressions are counted across all of the user's devices.

8. The start date for your campaign will be set automatically. It is the date the campaign was created. You can set a different start date for your campaign. Your ads will start being served immediately after they pass moderation and are paid for.

   You can also set an ending date for your campaign and your ads will automatically stop being served on that date.

9. If you want to serve ads at a specific time, configure time targeting.

10. If you want to make additional tweaks, go to the Advanced settings.

    Advanced settings

    Adjustments

    Use bid adjustments to raise or lower the CPC when ads are being served to a specific audience. Adjustments let you get more traffic when you serve your ads to your target audience than you would have under the non-adjusted bid rate.

    How do bid adjustments work and what corrections are available?

    Disabling impressions

    You can specify site domains, mobile app IDs, and names of ad exchanges to block them from showing your ads.

    Excluding sites may negatively affect the performance of your campaign and cause you to lose some of your potential audience.

    Extended geotargeting

    Enable this option to show your ads when a user's search includes the name of the display region.

11. Click Continue to create an ad group and set up its targeting.

Step 2. Creating ad groups

Select an audience by configuring the targeting criteria for the ad group.

1. Specify the ad serving area — to only serve ads to people that can actually make use of your offer (either because they're located in the region you selected or are interested in that region).

   • List countries, regions, cities — Start entering the region, such as Tula or Nizhny Novgorod, in any format. Or use the region tree.

   • Select Specify a region on the map — if you want to serve ads in a specific location, such as near your café, or if you need to target customers within a small area.

   Read more about configuring

2. Set up the demographic profile of your users.

   You can target users by gender, age, and income level. We recommend setting up at least one filter.

3. In the advanced settings, you can configure Adjustments.

   Use bid adjustments to raise or lower the CPC when ads are being served to a specific audience. Adjustments let you get more traffic when you serve your ads to your target audience than you would have under the non-adjusted bid rate.

   How do bid adjustments work and what corrections are available?

Step 3. Create ads

1. Add your cross‑platform attribution links.

2. Upload your video.

   Video requirements

   The video must meet the moderation rules and the following technical requirements:

   Format	MP4, WebM, MOV, QT, FLV, AVI
   Size	Maximum 100 MB
   Duration	between 5 and 60 sec For non-skippable ads, max video duration is 15 seconds.
   Aspect ratio	16:9
   Minimum resolution	360p
   Recommended resolution	1080p
   Video frame rate	Between 20 and 30 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	0 or 1
   File codec	avc1, F4V, isom, M4A, M4V, mp4, mp41, mp42, qt
   Cover	No

Ad labeling

Leave the checkbox active to allow Yandex Direct to automatically generate a description for the state register (ERIR) based on the specified ad titles and texts. Clear the checkbox if you want to enter the description manually.

Learn more about ad labeling

Ad moderation and launching a campaign

The ad will undergo a review process to verify it aligns with our guidelines. Click Submit for moderation and confirm that you accept Yandex terms for publishing your ad. Moderators usually review an ad within a few hours. On weekends and holidays, moderation may take longer than on weekdays.

You'll receive an email with the moderation results at the email address specified in your account settings.

Your ads will start running as soon as Yandex processes your payment.

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