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Yandex Advertising Network ( YAN ) is a system for placing contextual advertising on partner websites and in mobile applications. The network covers more than 65 million RuNet users daily and makes it possible to show ads to an audience interested in your products or services. Using flexible targeting settings and convenient management tools, you can effectively promote your business, attract potential customers and increase sales.

Key advantages of launching advertising in YAN:

huge audience reach - the ad will be seen by millions of users;
wide targeting capabilities - displaying advertisements based on interests, socio-demographic characteristics, and user behavior;
flexible budget management - you decide how much you are willing to spend on advertising;
detailed statistics and analytics - you can track how effectively your ads are performing.
Preparing to launch an advertising campaign in YAN
In order for an advertising campaign in YAN to bring the desired results, you need to carefully prepare for its launch .

Create a detailed portrait of a potential client — age, gender, preferences, behavior on the Internet. This information shopify website design will help you set up targeting and create relevant ads. Use Yandex.Metrica and other web analytics systems for analysis.

Clearly formulate what you want to achieve with advertising - increase sales, increase website traffic, collect a lead base. This will allow you to choose the optimal strategy, ad types and placement platforms .

Set measurable criteria by which you will evaluate the success of the advertising campaign: impressions , clicks, conversions, cost of the target action. Track the dynamics of metrics and make adjustments as the campaign progresses.



Develop attractive and informative texts that will encourage consumers to click and go to the site. Use “keywords” and USP in the headlines, emphasize the benefits of your offer. Prepare high-quality images in different formats and sizes for visual ads.

Determine the maximum price of an application/order. This is necessary to avoid going into the red. If the cost of attracting a client for one order is 500 rubles, and the profit from an application is 300 rubles, this campaign is unprofitable.

Registering and setting up an account in Yandex.Direct
To start working with YAN, you need to create and set up an account in Yandex.Direct. Step-by-step instructions on how to do this:

First, register with Direct . Go to direct.yandex.ru and click the "Register" button. Fill in your company and contact information.
Top up your account. To create campaigns and display ads, you need to add money to your account balance. Pay for advertising using a bank card, e-wallets or via online banking.
Add information about the organization. In the "Settings" section, fill in the legal data of the company, specify contact persons and details. The information will be used when preparing closing documents.
Set up access for employees. If several people will work with the advertising account, grant them access with the appropriate rights - viewing statistics, editing campaigns, replenishing the account.
Connect Yandex.Metrica. To get detailed information about visitor behavior and advertising effectiveness, add the Metrica counter to all pages. It will also be needed to set up retargeting and collect audiences.
Set up notifications. In the Notifications section, select a convenient way to receive important information - email, SMS or push notifications in the mobile app. You will receive messages about campaign moderation, insufficient funds in the account, and the end of the campaign.
If you have any questions or difficulties setting up your account in Direct , please contact Yandex support . Consultants will help you understand all the technical aspects and provide recommendations on how to work with the system.

Creation of the first advertising campaign in YAN
Once you have set up your account, you can begin creating your advertising campaign. The main steps are :

First of all, select a goal . Depending on your business objectives, YAN offers several promotion goals: website traffic , conversions, sales of a large assortment, brand awareness, or mobile app installations. Based on the selected goal, the system will suggest optimal settings and ad formats.

Next, define your strategy. Yandex Direct offers four options: conversion optimization (maximum target visits), click optimization (maximum number of clicks given specified restrictions), target share of advertising expenses (maximum income given the share of campaign expenses), manual bid management with optimization (maximum number of impressions, independent selection of parameters).

After that, select the target audience. YAN allows you to target advertising to an audience with specific socio-demographic indicators, hobbies or intentions. Use different targeting methods - by keywords and phrases, by thematic sites , by Yandex.Audience segments. The more accurately you specify the targeting parameters, the higher the effectiveness and relevance of advertising will be.
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