Create ads
Click Campaign Wizard tab, select App installs and in-app conversions.
. In theEnter a link to your app page in the AppStore or Google Play. The app data is populated automatically. You can also add a tracking link.
- Step 1. Configure the ad layout for group 1
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- By default, Yandex Direct fetches the title and description text from the app store. You can edit them. In the description, tell users about your app, its benefits, or features. Read our recommendations for writing ad texts.
You can add up to six title and text options: Yandex Direct will automatically create ads from them and show the most effective ones more often.
We recommend that you add as much as possible options for each element. This makes creatives more diverse and improves campaign performance.
- Add up to 15 images (in different formats: square, vertical, and horizontal) and up to 15 video files to the ad. Images must not contain text. An image with of 450 × 450 pixels is OK, but it is better to use images from 1080 to 5000 pixels, in JPG or PNG format, up to 10 MB. Video: maximum 100 MB, from 5 to 60 seconds.Technical requirements for video clips
Format MP4, WebM, MOV, QT, FLV, AVI Size maximum 100 MB Duration Between 5 and 60 sec Recommended aspect ratio 16 : 9; 1 : 1; 9 : 16 Minimum resolution 360p Recommended resolution 1080p Video frame rate from 20 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 no more than 1 File codec avc1, F4V, isom, M4A, M4V, mmp4, mp41, mp42, qt Cover No Format MP4, WebM, MOV, QT, FLV, AVI Size maximum 100 MB Duration Between 5 and 60 sec Recommended aspect ratio 16 : 9; 1 : 1; 9 : 16 Minimum resolution 360p Recommended resolution 1080p Video frame rate from 20 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 no more than 1 File codec avc1, F4V, isom, M4A, M4V, mmp4, mp41, mp42, qt Cover No Note. Videos created in Video Builder meet all the above requirements.Well-chosen images and videos draw more attention to the ad and increase conversions.
- Launch interactive banner ads (Playable Ads): a mini-game or demo will give an impression of your app. Upload an archive with an HTML5 banner and relevant images. Creatives must meet the requirements.
To check how your ad will look with different creatives on different ad platforms in the preview area, hover over the desired image and select the placement: search results or advertising network.
- Step 2. Define the audience for group 1
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Enter the display region for your campaign.
If necessary, you can use advanced settings to set up:
Ad placement. Impressions and pricing work differently on search and in ad networks.
Autotargeting categories. You can't disable autotargeting for targeted queries.
Related terms: List the keywords your audience might use to search for you. We'll select interested users based on these keywords. Yandex Direct will select interested users based on these keywords. You can use characters and operators.
When launching a campaign, avoid narrowing down the coverage with negative keywords. First of all, look up the search keywords that triggered your ad in the search query statistics. Then add irrelevant queries as negative keywords.
Retargeting & Audiences. You can serve ads in your mobile app to the most valuable or interesting segments of Yandex Audience.
You need to set up different campaigns to launch retargeting in search results and in the YAN. Use a keyword and segment for retargeting in search results and only a segment in the YAN. If you add keywords for the YAN, your ads will get served to new users (those not from the segment).
- Step 3. Create a new ad group.
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If you advertise a single application and are willing to spend the same CPI, create up to ten ad groups with unique texts, images, videos and targeting settings (including retargeting). That way, you can use different creatives for different types of targeting in the same campaign.
Within each ad group, you can set up multiple title options and let Yandex Direct select the best performing ones. This increases the number of combinations and chances for the ads to be served.
Clone your previously set up groups and variate settings in them.
Note.However, if you want to use different CPIs for retargeting or segments created in Yandex Audience, this multi-group approach won't work for you.
- Step 4. Select a strategy
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Set up the Mobile Measurement Platform and enter the tracking link. This way you can transmit data from your app to Yandex Direct to collect statistics and optimize your campaign.
For iOS apps, a campaign for users running a version lower than 14.5 will be created by default. To advertise your app for users running iOS 14.5 and higher, enable the Campaign for iOS 14.5 and higher option. Make sure that your app passed verification and supports the Apple SKAdNetwork API. Recommendations on setting up campaigns for iOS apps.
- If you are using the AppsFlyer or Adjust Mobile Measurement Platforms, you can track the campaign goals that were completed after viewing the ad, even if the ad wasn't clicked. However, in total, you'll pay for the campaign according to the chosen strategy: we'll attribute all conversions to clicks like before. You don't pay for additional installs attributed to impressions. To use this option, specify the tracking link in the strategy settings and in the window that appears select Enable impression attribution.
- Specify the targeted event and set its price.
- Select “App installs” and set the average cost for completing the goal. You'll get maximum clicks resulting in app installations. The payment will be per click.
- Select “App installs” and set the fixed cost for completing the goal. You'll be charged for app installs.
- Select a relevant in-app event if you want to attract users who perform a certain action in the app (for example, complete registration). Set the average cost for completing the goal. The strategy for maximizing targeted clicks to the app will be selected. You'll get optimization based on the specified average cost. The payment will be per click.
- Select “Click on ad”: you'll pay for each click on your ad. Specify the average CPC.
The settings can also be used with campaigns for iOS 14.5 and higher.
- If needed, set up bid adjustments for gender, age, or region.
- Step 5. Set a budget
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Set your weekly or monthly budget. We recommend setting a budget that will be enough for a week. It will be shown in the campaign settings. Learnmore about budget calculation for each campaign type.
Yandex Direct will spend money within the specified amount. The campaign will run as long as there is money on the account.
As an advertising data operator, Yandex assigns each creative a unique identifier referred to as "token" when creating campaigns. It then uses this token to aggregate all your placement data and transmit it to the Unified Internet Advertising Registry (ERIR). Learn more about ad labeling.
Click Create campaign to submit it for moderation.
In the expert mode, you can only edit campaigns created before September 1, 2022. You can't create new campaigns there.
- Step 1. Campaign parameters
- Select a display strategy and placement:
If the app has a tracking link, select a strategy.
For the Optimize conversions strategy, choose the targeted event and specify the average CPA. If you selected app installation as your goal, the system will try to exclude users with the app already installed. Such users will be filtered better if you install AppMetrica.
If a different MMP is installed:
- AppsFlyer: Make sure that transmitting all installations is enabled.
- Adjust: Make sure that the modular integration is used.
If you know the amount you are willing to pay per app install, select the "App installs" goal and enable Pay per installation. The strategy will bring you conversions at the CPA specified on strategy setup. Make sure that you have enabled transmission of data about app installs. Read more about pay per installation.
For the Optimize clicks strategy, enter the average CPC.
If an app doesn't have a tracking link, the Optimize clicks strategy is available.
For apps that support iOS 14.5 and higher, the attribution system changes. By default, impressions on these OS versions are disabled for campaigns so that conversion tracking can work the same as before. For campaigns that use the Optimize clicks strategy, you can enable impressions on iOS 14.5 and higher. To do this, go to campaign editing mode and turn on the Impressions on iOS 14.5 and higher option. Learn more about changes to advertising in iOS apps.
Set up the impression schedule.
- Step 2. Set up impression criteria for the ad group
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Specify a name for the ad group.
Choose the display region.
Targeting criteria are configured for all the ads in the group. Autotargeting will be enabled by default.
On search, ads can also be triggered by search queries that contain the keywords you entered in their entirety.
In networks, ads may display to users who are interested in certain mobile apps. Additionally, ads may display in ad networks based on keywords or retargeting lists.
- Step 3. Create an ad
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Come up with an ad title and text. Describe your product or service, including any advantages or features. Review our recommendations for writing ads. A compelling title and text will help you attract users and improve the CTR of your ads.
In the Tracking link field, a link has already been generated that includes the parameters necessary for collecting campaign statistics (such as its name, group ID, or ad ID). You can add additional parameters to the link that are related to the ad, such as UTM tags.
Add a video and an image to your ad. Well-chosen images and videos make your ads more appealing and increase conversions.
Select the text for the action button and set the age restriction.
As an advertising data operator, Yandex assigns each creative a unique identifier referred to as "token" when creating campaigns. It then uses this token to aggregate all your placement data and transmit it to the Unified Internet Advertising Registry (ERIR). Learn more about ad labeling.
Ad moderation and launching a campaign
After you create your ad, it will be reviewed to make sure it meets all requirements. Click Send to moderation and confirm that you accept Yandex's terms for publishing your ad. Moderators usually review an ad within a few hours. Moderators do not work at night. On weekends and holidays, moderation might take longer than on business days.
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.