Finance

Verticals can include information about banking services: exchange rates, mortgage terms, deposit and loan conditions, debit and credit cards, as well as reviews of these services and banks. This helps users make informed choices and enables banks to attract attention with compelling offers and deal terms.

Vertical advertising for Finance products is available to banks and partners listed in the registry of financial platform operators (FPOs) maintained by the Central Bank of Russia.

We accept proposals from partners that allow users to apply for banking products on the FPO platform listed in the Central Bank of Russia's registry.

Promotion is available in the "Credit cards" and "Cash loans" verticals. The offers appear in verticals on Yandex Search for relevant queries and in the Finance category on Yandex Search.

Display example (the actual design may change):

Loans	Credit cards

Offers in verticals are ranked based on the bid (influenced by the set price of a conversion action), click-through rate, and relevance score. Ads can appear on all types of devices.

How a user can see personalized offers

1. After submitting a query in a vertical or the Finance category on Yandex Search, the user clicks Get quotes.

2. The user logs in via Yandex ID or verifies their account. Next, the bank identifies and analyzes the user's profile.

3. The user receives ads with personalized offers from different banks, each including a call-to-action button.

How to configure

1. Promotion in verticals^β requires API integration with your service. By integrating, you can:

   • Analyze the profile of logged-in users, determine whether your product is a good fit, and display personalized offers.

   • Automatically generate and show offers based on user profile attributes.

   • Get requests that users submit in verticals.

   How to set up API integration:

   • Loans — API for partners

   • Credit cards — API for partners

2. Once integration is complete, set up and launch a campaign in Yandex Direct.

Creating and setting up a Yandex Direct campaign

1. Click Add → Campaign. In the Expert mode tab, select Vertical advertising^β. Next, choose Finance and insurance.

2. In the Promoted product section, select the product you want to promote: "Credit cards" or "Cash loans". Each campaign can promote only one product.

3. In the Budget and CPA section, set the following parameters:

   • Budget: Your weekly spending limit.

   • CPA is the cost per click on the Apply button. The CPA cannot be lower than the floor value. Otherwise, your ads will stop running. If your CPA is lower than the required minimum, a floor hint will appear in the interface. Your manager will notify you in advance if the minimum floor changes.

4. Under Geotargeting, select the relevant regions. This ensures that your ads are shown only to people who can benefit from your offer, either because they are located in your selected region or have an interest in it. You can:

   • Under List countries, regions, cities, start typing a region, such as Tula or Kursk, in any format. Or use the region tree.
   • Select region on map: if you want to target customers in a specific area.

   Learn more about geotargeting.

5. Enter API integration parameters:

   • API: Provide your API link.
   • Client ID: User ID for authorization.
   • Client Secret: Authorization key.

   API validation may take up to 72 hours.

6. Launch the campaign.

   After that, your integration data will be submitted for review. When the review is complete, the campaign status updates to Active.

How to pay for ads

You only pay for conversions — a click on the Apply button.

The CPA is fixed and deducted according to your specified weekly budget.

Statistics

You can view the promotion results in the Report Wizard and on the Campaigns page.

To get analytics in the Report Wizard, use the following cross sections: Campaign type → Promotion in verticals or Placement type → Vertical. The report shows all key metrics, including data on impressions and conversions. The Conversions column shows the number of click-throughs to the application form.

Have questions?

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