Create ads

Enter a link to your app page on the AppStore or Google Play. The app data is populated automatically. You can also add a tracking link.

Step 1. Configure your ad layout

1. 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 many options as possible for each element. This makes creatives more diverse and improves campaign performance.

2. 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 that is 450 × 450 pixels is fine, 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.

3. 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 your audience

1. Enter the display region for your campaign.

2. If necessary, you can specify the following in the additional settings:

   • Ad placements. 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.

Step 3. Select a strategy

1. 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.

2. 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.
3. Specify the target event and set its cost.

   • 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 the desired "In-app event" if you want to attract users who perform a certain action in the app (for example, register). 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.

4. If needed, set up bid adjustments for gender, age, or region.

Step 4. Set a budget

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. Learn how to determine the budget 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.

Click Create campaign to submit it for moderation.