How to launch a campaign

Step 1. Create a campaign and make settings

Click Add → Campaign. Select Expert mode → Reach campaigns → Formats supporting fixCPM.

Enter the campaign name. Make settings:

1. Select a product: for each product, you can see the maximum and minimum number of impressions, expiration date, and CPM.

2. Set the campaign start and end dates. The campaign dates can't be after the product validity dates.

3. Specify the campaign budget. The planned number of impressions will be calculated using the basic CPM of the product. Basic CPM may be subject to markups if the product uses settings with increase coefficients for targetings. Final CPM will be specified after all targetings are selected in the group. For more information about markups, see the product description. If you're planning to launch a campaign with impressions in Moscow and the Moscow Region, make sure to consider the regional features and limitations when estimating the number of impressions and budget.

4. Specify the Yandex.Metrica tag on your website.

5. Run surveys, if your campaign meets their criteria.

6. Go to the advanced settings and enable the option Extend campaign automatically to use your remaining budget effectively and reach a large audience. Your placement period will extend to the end date or until your budget runs out.

Step 2. Set up your target audience

Create an ad group. For this ad group, set up:

• Display regions.

  If your display region is outside Russia, select the language for your ads. This ensures they're shown only to potential customers who understand that language or browse online resources in it.

• Gender and age of the audience you want to show your banners to.

To display custom banners for a narrow audience, add one or more additional ad groups.

Features and limitations

Limitations when selecting regions

If your group's selected regions include Moscow and the Moscow Region, a 25% CPM markup will apply to all impressions in that group (see the table below). To avoid overpaying for impressions in other cities due to the extra charge, create a separate campaign for Moscow and the Moscow Region.

To manage your traffic volume more flexibly across different regions, create two separate campaigns: for example, one targeting Moscow and the Moscow Region and another for Saint Petersburg and the Leningrad Region.

What you should know about geotargeting

A group's cost per thousand impressions (CPM) may vary depending on the regions selected for that group.

Regions within the group	CPM
"Russia" (without specific regions)	CPM without markup
"Moscow and Moscow Region"	CPM with a 25% markup
Any regions other than "Moscow and Moscow Region"	CPM without markup
"Moscow and Moscow Region" combined with other regions	CPM with a 25% markup for all impressions in the group

Calculating the budget for regions with a markup

When creating a campaign, the system calculates the budget based on the base CPM and the specified number of impressions. It does not account for any markups added when creating a group (for example, the markup for targeting Moscow and the Moscow Region).

If you create a fixed-budget campaign and then add an ad group targeting a region with an increased CPM, such as Moscow and the Moscow Region, the system will buy fewer impressions to avoid exceeding the budget you set when creating the campaign.

To achieve your target number of impressions in a region with markup, when creating a campaign, use the final budget as your reference point rather than the number of impressions.

For example, suppose you're planning to launch a campaign in Moscow and the Moscow Region with a budget of 437,500 rubles. Your target is 1,000,000 impressions. With a 25% markup, the CPM will be 437.5 rubles.

At the campaign creation stage, only the base CPM of 350 rubles is used to calculate the budget. For a final budget of 437,500 rubles, you need to increase the number of impressions to 1,250,000.

Step 3. Add creatives

Add creatives of any size: click Add -> Upload creatives. Upload an image or HTML5 banner from your computer or choose a previously added banner.

For creative requirements, see:

• Requirements for banners on Yandex services
• Requirements for banners in Yandex Weather
• Requirements for Funtech banners
• Requirements for TV billboards
• Requirements for banners on Auto.ru
• Requirements for banners on Yandex Timetables
• Requirements for banners on Yandex Services

Banners must also meet the moderation requirements and technical requirements.

Specify up to three links to the website. Make sure that the sequential number of the link matches the clickNum parameter value when calling the method homeExpandableDesktopBannerAPI.clickAndClose(clickNum) from the banner code.

Step 4. Add a Yandex Audience pixel and an impression tag

You can use the Yandex Audience pixel to develop different scenarios of connecting with your display ad audience. The pixel is special code embedded in your advertising materials.

Create a pixel in Yandex Audience. For more information, see Yandex Audience Help.

Add the pixel code to the banner. After the impressions begin, the pixel starts to collect anonymous IDs of users who have seen your ad. You can use this data when you set up your retargeting.

You can use the ADFOX tag or Yandex Metrica pixel to count ad impressions for display ads. The tag or pixel must include the %random% macro. They must also support HTTPS.

As an advertising data operator, Yandex assigns each creative a unique identifier (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.

Create a campaign with a fixed CPM

Ad moderation and launching a campaign

After you create your ads, they are checked for compliance with the design requirements and moderation rules: In order to pass moderation, also make sure that you have enough funds on your shared account to pay for placement. If you can't deposit the total amount in full now, write to your manager at Yandex.

On the campaign page, click → Send to moderation and confirm that you agree with the terms of ad placement on Yandex. It usually takes the moderators a few hours to review ads.

Your moderation results will be emailed to the address you provided when you created the ad campaign.

Your ads will begin displaying as soon as Yandex receives your payment. It may take up to one day to activate impressions, regardless of the launch method.

You can check the campaign status in the Status column. To set up the column display, click Columns on the campaign page.

Have questions?

Scan the QR code or tap it to follow the link.

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The unique identifier of the user's mobile app or browser. The identifier becomes active when the app or browser is in use. When segments are updated, inactive anonymous identifiers are removed and new ones are added (for example, if a user purchased a new device or resinstalled the app). This means that segments only contain anonymous identifiers that have been active in the past 30 days.