How to launch a video banner campaign in search results ^β

Step 1. Go to the campaign creation page and set it up

Click Add → Campaign. Select Expert mode → Reach → Fixed CPM campaign.

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 campaigns are placed strictly by calendar week, so make sure that the campaign starts on Monday and ends on Sunday. The campaign dates can't be after the product validity dates.
3. Specify the number of impressions you want to get. It must be within the values specified in the product description.
4. If available, you can change Display regions (pick from the list available for the selected product).
5. Specify the Yandex Metrica tag installed on your website.
6. If the campaign meets the Brand Lift, Search Lift^β, Visit Lift^β, or Target Lift^β criteria, run the surveys. They help evaluate the impact of advertising at all stages of the funnel.

Step 2. Create an ad group.

Configure its display regions (pick from the list available for the selected product).

Step 3. Configure audience accumulation for retargeting

You can accumulate an audience of users who have viewed a video from your campaign with a fixed CPM and then use it to configure retargeting.

Choose the events that interest you:

• video impression
• completed 25%, 50%, or 75% of video ad
• completed entire video

A separate segment is created automatically for each event in Yandex Audience, under the account hosting the Yandex Direct campaign. It will include users who started viewing or viewed 25%, 50%, or 75% of at least one video from the ad group (depending on the selected event).

To learn more, see Retargeting to a video audience.

Step 4. Add a video and a landing page link.

To create an ad, use your own video that is 5 to 15 seconds long and has a 16:9 aspect ratio.

The video must meet the moderation requirements as well as all other technical requirements.

In the Link in ad field, specify a page on your site or social media that provides your offer details and opens on banner click.

Step 5. Enter a Yandex Audience pixel and 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.

Step 6. Plan your design

Add the following required elements to your banner:

• Logo: Use a square JPG or PNG image up to 80 × 80 pixels and up to 120 KB. The logo will increase the brand's visibility even before users watch the video.

• Action button: This is where we recommend adding a call to purchase or to learn more about your services. This way you can increase the number of converted sessions, because your users will know where the click would bring them. The button appears to the right of the video rather than on top of it.

• Two images:

  • One sized 516 × 272 and up to 120 KB.
  • Another sized 223 × 159 and up to 120 KB.

  Make sure the images meet the requirements.

• Titles and text: In the text, you can use the company's slogan or provide information about your special offers: for example, discounts or delivery options.

Both the text and the button will be clickable. The text will include the same link as the video.

Create a campaign with a fixed CPM