Banners

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On Market, you can set up and launch an advertising campaign with a banner — an image that will be shown to customers on the service's pages or in other places: Yandex Go, Yandex Delivery, Yandex Eats, Yandex Lavka, Yandex Delivery apps, and on tablets in taxis.

Banners allow you to show products to a larger number of users across multiple services at once. This will help maximize the reach of your interested audience, draw the attention of new loyal customers to your products and brand, and increase sales.

The link on the banner can lead to any Market page that features the product or product category you are advertising. They must be in stock at the store — specifically the one you are promoting. Some stores also have the option, as a test, to leave links to external pages, such as their own website.

The cost of placing a banner depends on the set bid — the maximum price you are willing to pay per 1,000 impressions. Market uses a second-price auction: the banner of the participant with the highest bid wins, but you will have to pay less — the nearest competitor's bid plus 0.01 ₽.

Before placing a banner

Banners on Market are considered advertising materials, so by law they must be labeled. How to do this

All materials are checked by moderators before publication. Before using promotion tools on Market, read the article Requirements for advertising materials.

What banners look like and where they are shown

You can place banners on 6 platforms. By default, all services are selected during setup, but you can edit this list yourself.

Where and what banners can be placed

Service	Horizontal banner	Billboard banner	Vertical banner
Yandex Market	✓	✓	✓
Yandex Go	✓		✓
Yandex Delivery	✓
Yandex Eats	✓
Yandex Lavka	✓
Yandex Delivery	✓

More about each format and placement

Horizontal banner

Billboard banner

Vertical banner

Size 1080 × 450.

Service	Placement	How it will look
Yandex Market	On all devices — on the main page, in search suggestions and product search results, in the product feed, on the product card, on the reviews, questions, successful payment pages, "Prize Wheel", games, and "Market Journal".
Yandex Go	On the main page, in the product feed, in the "Transport" section.
Yandex Delivery	On the main page, on the order status tracking page, in order history, in search, on the "Pharmacies", "Stores" pages, etc.
Yandex Eats	On the order status tracking page, in order history, in search, on the "Pharmacies", "Stores" pages, etc.
Yandex Lavka	On the order status tracking page, on the recommendations page in search
Yandex Delivery	On the order status tracking page.

Size 1706 × 184. Background requirements: a uniform color for the entire banner or the same uniform color at the right and left edges. To make the background uniform at the edges, add a gradient.

Example

Service	Placement	How it will look
Yandex Market	On all devices — on the main page, in the product feed, on the product card, on the reviews, questions pages, and the successful order page.

In two formats: from 940 x 1524 pixels and from 1080 x 450 pixels. On the first banner format, do not place important information at the bottom — 232 pixels from the bottom edge may be hidden if the browser window is not wide.

Service	Placement	How it will look
Yandex Market	In the product feed on the main page — on all devices. On the product card in the desktop version. In the feed on the successful order page and on the sale page – in the mobile app.
Yandex Go	In the Go feed and on the order tracking page in the mobile app.
Yandex Lavka	In the product feed on the main page

How to set up

Market helps predict the result

During setup, the forecast shows the possible outcomes of the campaign with the specified parameters. If you change the settings — increase the budget, add new regions — the data in the forecast is also automatically updated. This will help you adjust the campaign before launch to achieve your goals and plan your promotion expenses.

How it looks

Open the Promotion → Reach promotion → Create campaign page.
Select the type: Banner for images.
If there is at least one store in your account, you can choose a payment method — you won't be able to change it after creating the campaign. For more details, see the How to pay section.
Select the platforms and banner sizes.

Example

You can add not just one banner option, but several at once — up to 5 for each size

Market will show them to users in random order and gradually determine the most clickable option. As a result, customers will see it more often.

Market recommends using this method for campaigns with a budget of 10 thousand rubles or more to spend it as efficiently as possible.
If you want the banner to lead to other pages, for example, to your website, activate the clickout switch — transition to external pages. For more details about the clickout format, see the instructions. As part of the test, the feature is available to a limited number of stores.
Specify the links to the pages that will open when the banners are clicked.

Using the link, Market will determine the product category for which the campaign statistics will be displayed.
Prepare and upload images — be sure to read the requirements for banner materials.

Create a banner with YaGPT

Create in the builder

Copy the direct link to the product from the card — click on , select Copy link. Paste the link and specify the promotion condition, if one is planned: for example, a promo code or discount amount. Click Create banner — after that, the image generated by the Yandex neural network will be saved as a draft in the upload form.

If the option created by YandexGPT does not suit you, repeat the request or make the banner manually.

A special banner builder in the Figma editor will help you make a suitable image.
You can check how the campaign will look to buyers. The preview is available only to you. You do not need to pay for this. Click Place the campaign for 10 minutes and in 2–3 minutes open the page where the banner will be located — for example, a product card on the Market storefront: where banners are shown. Use the same account from which you launched the test campaign.

Previewing the campaign will help you understand if the banner elements are positioned correctly and if anything needs to be fixed before publication.
Select the regions where the banner will be shown to customers on Market. You can select a specific audience for each banner — you can set a list of regions where it will be shown to customers.
You can set up retargeting to show the campaign to those who:
- have already seen at least one of your banners, push notifications, or pop-ups in the last 180 days;
- are in an active segment of the Yandex Audience service.
If necessary, set the maximum campaign budget.
Schedule the campaign to turn on and off — specify the start date and, if necessary, the end date. The campaign will automatically turn on when the start date arrives and stop working on the end date at the end of the day — or earlier if it reaches the budget limit. Dates are specified in Moscow time.

A scheduled campaign can be turned on or off manually ahead of time.

For the most noticeable promotion results, Market recommends running the campaign for at least 2 weeks.
Set a bid — the maximum price per 1,000 impressions. If Market has enough data, it can suggest a competitive bid — a value that will increase the likelihood that your banner will be shown on the page. In fact, you will have to pay less for placement — the nearest competitor's bid plus 0.01 ₽.
If necessary, set a daily budget. You can turn it off or change it later.

After creating the campaign, Market will check the materials on the banner for compliance with the requirements and make sure everything is fine with the settings. Such a check can take up to 40 minutes. As soon as it is completed, you will receive an email with the results.

Upon completion of the check, the campaign will turn on automatically. If necessary, check the Launch manually after moderation option — then the campaign will not turn on until you launch it manually on the page in your account.

If the campaign was created by a Market manager, a separate confirmation will be required to launch it — the account owner or administrator needs to go to the Promotion → Reach promotion → Banners page and click Confirm in the campaign row. This must be done before the campaign start date — otherwise, it will not launch on time.

If necessary, such a campaign can be edited and you can click Launch — it will automatically receive confirmation and launch on the start date.

Maximum budget

The budget is the amount you plan to spend on the campaign.

By default, the budget of any campaign is unlimited. It will run until you turn it off or until the end date specified in the settings arrives.

To control the cost of banner impressions, you can set a daily budget for it — a limit on the amount of expenses per day or for the entire campaign. To do this, select one of the options when setting it up:

Maximum budget	How it works
Per day	You set a daily budget. The campaign runs until the amount of payment for the advertising shown during the day reaches the specified value. After stopping, the campaign will automatically start running from 00:00 the next day. If you need to launch the campaign earlier, increase the budget size.
Per campaign	You set a total budget for the campaign and its end date. Banner impressions will be evenly distributed over the entire duration of the campaign, taking into account the settings, bid, and budget you specified. The campaign will stop when the end date arrives.

The specified budget limit will take effect immediately. You can change or remove it at any time.

How to set

Go to the Promotion → Reach promotion → Banners page.
Find the required campaign in the table and click Set in the Maximum, ₽ column.
Choose whether to set a budget per day or per campaign, and specify the maximum amount in rubles that you plan to spend on the banner campaign.

Impression frequency

Impression frequency is the number of times a banner is shown to one user in a selected period of time. For example, no more than three times a week. The settings apply to all services where the banner will be shown.

Example

You selected Yandex Market, Yandex Lavka, and Yandex Go to place a horizontal banner, and set the impression frequency to 1 time per week. The user saw the banner on the main page of Yandex Go. The banner will not be shown to them on any of the platforms for the rest of the week.

Limiting impressions will allow you to properly distribute the advertising budget and attract the attention of a larger number of customers.

By default, the limit is disabled. You can set it for all banners.

How to set

Go to the Promotion → Reach promotion → Banners page.
Find the required campaign in the table and select Specify maximum impression frequency in the Impression frequency block.
Specify the number of impressions and the period in days.

Retargeting

Retargeting is a tool for repeated contact with a user. It can be set up if:

You have launched at least one reach promotion campaign on Market in the last 90 days – with a banner, pop-up, or push notification.
You use the Yandex Audience service for segmentation.

Make sure you are logged into your Market account with the same account as in Yandex Audience – all configured segments will be pulled in automatically.

In the Retargeting block, select the required campaigns or segments from the drop-down list, and specify what you want to do:

show new campaigns to those users who have already seen your offers or are included in active segments;
exclude these users and interact only with a new audience.

How to pay

Mutual settlement

Prepayment

The fee for banners will be automatically deducted from customer payments once a month along with the amount for other Market services. If you have several contracts in your account, you can choose which one you will use to make the payment.

For each contract, Market daily calculates the total amount you can spend on promotion with banners and shelves for that day — it is equal to 1% of the sales volume for the last 30 days. If 1% of the sales volume is less than 1,000 ₽, you will be able to spend 1,000 ₽ on promotion. Only delivered orders are taken into account.

As soon as the amount for promotion with banners and shelves under the selected contract reaches this value, all advertising campaigns will be suspended until the next day. To avoid waiting, you can create a new banner campaign on a prepaid basis or select a different contract in the campaign settings — promotion will resume at its expense.

Sometimes mutual settlement is unavailable — prepayment is enabled by default. Here are some reasons:

you promote products of your brand in other stores,
there are stores in the account that have not yet passed verification or have been disabled by Market in the last 3 months,
there are no products in the catalog yet,
Market has determined that this is the only possible option.

You top up your marketing account, and the fee for banners is debited from it. When the money in the account runs out, the promotion stops.

The method is available only to legal entities: individual entrepreneurs (IP) or LLCs (OOO).

How to view results

You can view statistics for all your campaigns, including banners, in the table on the Promotion → Reach promotion page.

In the table, Market displays basic information for each campaign for the period you specify: for example, how many times the banner was shown to customers, on which platforms, how many products were added to the cart, for what amount, estimated promotion expenses — and other metrics.

Open an individual campaign to see more detailed statistics — Market shows it as a graph that updates in real time. You can control the graph using filters — for example, to see data only for specific platforms or for a specific period.

When to evaluate campaign effectiveness

No earlier than 10 days after launch — to accumulate enough data.

What is in the statistics

additions to the cart;
number of ordered products;
conversion;
value of ordered products;
clicks;
impressions;
CTR — percentage of clicks to impressions;
breakdown by options — CTR for each banner option separately;
reach — number of unique users who saw the banner;
average impression frequency — ratio of impressions to reach;
share of estimated expenses from the revenue of banners ordered thanks to the campaign.

Customer actions with all products of the same brand and category in this store, performed within 10 days after the banner was shown, are taken into account.

If the banner is shown on several platforms — in addition to the general statistics, the Targeting by platforms tab will contain details separately for each service (impressions, clicks, reach, etc.).

The Estimated expenses column shows the planned amount. The actual amount will be less — it will be reflected in the financial report:

if you pay by mutual settlement — Finance → Financial reports → By cost of services,
if you pay by prepayment — Finance → Financial reports → By marketing account.

The report can be downloaded as an Excel file — both for an individual campaign and for all of them at once. It includes those campaigns in which there was at least one banner impression during the selected period.

How to get the file:

For one campaign: click next to it, select Generate report and download it in the Ready files tab.
For several campaigns: click in the upper right corner, select Summary report (for all your campaigns) or By campaigns (only for selected ones), click Generate report and download it in the Ready files tab.

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