How to launch a campaign
Click . Select your advertising goals:
- In the Campaign Wizard, click Recognition and reach.
- In the expert mode, click Reach in Yandex Advertising Network.
Enter the site URL.
- Step 1. Create an ad
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Upload a video from your computer.
The video must meet the moderation rules and the following technical requirements:
Format MP4, WebM, MOV, QT, FLV, AVI Size 100 MB maximum Duration Between 5 and 60 sec For non-skippable ads, max video duration is 15 seconds.
Aspect ratio 16 : 9; 1 : 1; 9 : 16 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 Format MP4, WebM, MOV, QT, FLV, AVI Size 100 MB maximum Duration Between 5 and 60 sec For non-skippable ads, max video duration is 15 seconds.
Aspect ratio 16 : 9; 1 : 1; 9 : 16 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 To prevent the user from skipping your video, enable the Make a video non-skippable option. Such a placement is available for videos up to 15 seconds long and brings you maximum full views. Non-skippable ads can be placed only in InStream videos.
You can use both videos and banners in a campaign at the same time.
- Configure the carousel: up to 15 slides with products or services. Each slide consists of an image with a description and a separate link. The slides help to shorten the user's path from the ad to a potential purchase. The carousel is available in all video formats.
Add video elements that will only be shown in OutStream format: title with text, logo, action button:
The logo will increase the brand's visibility even before users watch the video.
In the text, you can use the company's slogan or provide information about your special offers: for example, discounts or delivery options.
It's better that you add a call to purchase or a call to learn more about the services to the button. This way you can increase the number of converted sessions, because your users will know where the click would bring them.
Using an additional button, you can enable the user to go directly to your product page or order form.
Add the ADFOX tag or Yandex Metrica pixel to count ad impressions.
To specify a single tag for all videos, on the Configure all tab, enter the ADFOX tag or specify a link to the Yandex Metrica pixel. The tag or pixel must include the
%random%macro. They must also supportHTTPS. The maximum number of tags is 4.You can also enable impression counting for each video on the Configure individually tab.
- Step 2. Define your audience
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Select the display regions.
Specify the user profile: this is the set of characteristics of the users that you want to serve your ads for. You can combine the following criteria:
- Demographic profiles.
- Interests.
- Habits and behavior.
In the section on the right, you'll see the total number of unique users that match the characteristics specified in this step.
If you have multiple targeting criteria, the intersection of their targetings is used. For example, if you select both interests and devices in settings, then the selected audience will satisfy both criteria. This might decrease your campaign reach.
Inside a targeting criteria, targetings are combined. For example, if you enter multiple interests, the audience that has at least one of them is selected. This way you can increase your campaign reach.
- Step 3. Enter a budget and choose a strategy
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Specify the start and end date of the campaign.
Set your budget for this period.
Choose a strategy:
- To get maximum impressions for the selected cost, select Pay per view.
- Maximize impressions for lowest price to promote products and services with a target audience.
- Decrease price for repeat impressions to launch new products and services on the market.
- Growth of Search queriesβ to increase the share of search queries for a brand and its products after the display ad is served. You can create a campaign with this strategy only when you launch a Search Liftβ survey.
- Growth of site visitsβ to increase the number of site sessions after the display ad has been served. You can create a campaign with this strategy only when you launch a Visit Liftβ survey.
Enter the CPV or CPM.
The section on the right will show the serving forecast for your campaign for the given budget and creative formats. The system will analyze all the settings and offer an updated recommendation for the CPM that will let you effectively use your budget during the period.
Set up impression restrictions if needed:
- enable and configure your ad impression frequency per user
- set impression limits by content type
- exclude specific sites
- set inventory types
- select the types of devices to serve ads on
- Step 4. Enable advertising analytics
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If the campaign meets the Brand Lift Search Liftβ, or Visit Liftβ criteria, run the surveys.
Click Switch to old interface to the right of the campaign name.
- Step 1. Go to the campaign creation page and make settings
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Enter the campaign name. Set the campaign start and end dates. If you want to serve ads at a specific time, configure time targeting. Select the display regions.
Select an ad strategy. We recommend automatic strategies. To get maximum impressions for the selected cost, select Pay per view. To expand reach, select Decrease price for repeat impressions. To get more impressions, select Maximize impressions.
You can also cap impression frequency to limit how many times your campaign ads can be served to the same user.
To increase or decrease the probability of serving on certain types of video inventory, set up bid adjustments. For example, you can increase bids on impressions in streaming videos or in-app videos.
- Step 2. Select ad type
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Select video as the ad type.
To prevent the user from skipping your video, enable Non-skippable video. Use this type of placement for videos up to 15 seconds long to get more 100% completed views. However, this increases video ad cost. Non-skippable ads can be placed only in InStream videos.
All the ads in an ad group must be the same type, although a campaign can include all types of ads. You can't change the ad type after saving an ad group.
Select the display regions.
- Step 3. Configure audience accumulation for retargeting
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You can accumulate an audience of users who have viewed a video from your display campaign 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 the video, viewed 25%, 50%, or 75% of at least one video from the ad group, or viewed the video completely (depending on the selected event).
To learn more, see Retargeting to a video audience.
- Step 4. Set up impression criteria
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Video ads are only served in the Yandex Advertising Network based on user profile or by genre and subject:
- User profile consists of the cumulative characteristics of the users that you want to serve your ads to.
- Genres and subjects: Select categories of sites and videos that have a subject related to your ad.
You can only select one type of impression criteria per ad group. You cannot change the type of impression criteria after you save the ad group.
Tip. If you have selected an automatic display strategy, go back to the strategy settings after you save the ad group. The average price recommendation will be updated based on the impression criteria. This will ensure efficient budget spending over the period. - Step 5. Set up bid adjustments
- You can configure bid adjustments based on the weather. Click . Select the criteria and assign coefficients to increase or decrease the bid.
- Step 6. Create a video
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Use your own video clip to create an ad. You don't necessarily need to hire professionals or rent a studio. You can take a video on your smartphone if it has a good camera, or create a video Video Builder.
The video must meet the moderation rules and the following technical requirements:
Format MP4, WebM, MOV, QT, FLV, AVI Size 100 MB maximum Duration Between 5 and 60 sec For non-skippable ads, max video duration is 15 seconds.
Aspect ratio 16 : 9; 1 : 1; 9 : 16 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 Format MP4, WebM, MOV, QT, FLV, AVI Size 100 MB maximum Duration Between 5 and 60 sec For non-skippable ads, max video duration is 15 seconds.
Aspect ratio 16 : 9; 1 : 1; 9 : 16 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