Unified performance campaignβ

A Unified performance campaignβ (UPC) is a tool for creating universal campaigns that support different ad formats and can be used to promote most products and services. It combines and expands the capabilities of the most popular and familiar Yandex Direct campaigns.

The ads are shown in search results and in the Yandex Advertising Network on desktop browsers, tablets, and mobile phones.

  1. Advantages
  2. UPC ad types
  3. Questions and answers


General settings structure

The structure of a unified performance campaign follows a clear and familiar logic:

  • General settings are set at the campaign level: placements (all sites, search only, Yandex Advertising Network only, product gallery), strategy, campaign dates, schedule, and advanced settings that can be applied to all groups.

  • At the group level, you configure targetings for your desired audience: impression geography, autotargeting, relevant keywords, interests and habits, retargeting lists, type of content on ad platforms, as well as settings that can be applied to all ads in the group.

  • At the ad level, you've got everything you need for managing ad layout: fields for uploading texts, images, videos, sitelinks, callouts, and contact information. For product ads, you can upload feeds and set up filters.

Product ads

A new type of ad for advertising large selections of products. It combines familiar dynamic ads and smart banners.

A single consolidated campaign for better coverage, efficiency, and strategy training

The unified structure and new product ads help consolidate your campaigns to increase ad effectiveness, as well as offer and combine different ads for the same audience, for example, to target only new users. If needed, you can merge campaigns with different targetings as part of a single portfolio strategy.

Flexible management of CPC, CPA, or cost revenue ratio

A new setting at the group level allows you to adjust targets for CPC, CPA, or cost revenue ratio for a specific audience.

UPC ad types

A single campaign can have different types of ads. We recommend you create as many variations as possible so that your ads can be served on all the available ad platforms.

Product ads

Automatic ads for product offers are created for each promoted product on your website or feed.

They are served in search results and ad networks.

How do I create a product ad?

Text & Image ads

A Text & Image ad with text

The ad consists of a title, ad text, and a link to the advertised site. The titles and texts of ads must be of interest to the user or offer a solution to their problem.

Ads are served in search results and ad networks.

How do I create a Text & Image ad?

A Text & Image ad with an image or carousel

A well-chosen image draws more attention to your ad and helps users instantly understand your offer.

Ads with images are served in ad networks.

How do I add images or carousel slides?

A Text & Image ad with video

Transform your ads into pay-per-click video ads.

Shoot your video and upload it when creating an ad. Ads with videos are placed in the video network and other relevant sites of the Yandex Advertising Network in the OutStream and InStream units. Users can choose to skip the video after five seconds.

How do I add a video?

Image ads

Pitch your offer in a single image. Image ads are images that users click on to get to the advertiser's site. This ad type effectively combines the advantages of media exposure and content-advertising technology.

Image ads are only shown in ad networks.

How do I create an image ad?

Questions and answers

Can I view my campaigns in the old Yandex Direct interface?

Viewing campaigns is not available in the old interface. You can revise campaign settings on the campaign page by switching between campaigns, groups, and ads (using tabs at the top), or within a specific campaign (in the side menu).

Can I create a campaign with only dynamic ads for impressions in search results?

Yes, you can. Unified performance campaigns support all ad impression options. For example, to create dynamic ads, simply select “Yandex Search” in the ad placement, set up targetings at the group level, and choose Product ads, generating them from a feed or site.

The placement is set for all ads in the campaign at once: you can't manage them separately for each ad type.

Which strategies can I choose?

Unified performance campaigns support all strategies, except for manual bid management in ad networks and mixed campaigns (served both in search results and the Yandex Advertising Network). On top of that, we will add support for portfolio strategies, which allow combining multiple unified performance campaigns, for example, with different placements or ad types.

Have questions?

Attention. Our customer service department can only help you with the campaigns created under the same username you use to contact us. You can see your current login in the upper-right corner of the screen. Our team can access your data only when processing your request.

You can contact us from 10:00 to 19:00 (UTC+3) by phone:

Moscow: +7 (495) 780-65-20

Toll-free within Russia: 8 (800) 234-24-80, ext. 9


To access campaigns, the customer service specialist will need your PIN.