How to launch product impressions
- Requirements for ads with products for the gallery
- How to start impressions in the product gallery
- Recommendations on setting up campaigns
- Statistics
Requirements for ads with products for the gallery
The link opens a page with one product.
The ad displays up-to-date information on product availability and its final price.
There are active “Buy” or “Add to сart” buttons, and they correspond to user scenarios. Additional actions such as “Request a call” and “Call a measurer”, after which the user will know the product's final price, are not suitable for the product gallery.
The link leads to a site where one can purchase the advertised product. No redirects to other sites are allowed.
We recommend adding a photo of the product on a white background without additional details.
How to start impressions in the product gallery
Click . Choose:
- In the Campaign Wizard: Product campaign. Create ads from a feed or site.
- In Expert mode: Product sales:
- Unified performance campaign. Create product ads from a feed or site or text & image ads with prices and images.
- Manual ad setup to create text & image ads with prices and images.
When creating campaigns for the product gallery, you can use feeds in the following formats: YML, Google Shopping, XML, and CSV.
Recommendations on setting up campaigns
- Feed
-
Fill out as many fields in the feed as possible. For an arbitrary YML feed, make sure to specify the
url,price,picture,typePrefix,vendor, andmodelparameters. For a simplified YML feed, specifyurl,price,picture, andname.Make sure to use theparamelement to transmit product characteristics and parameters:- Gender.
- Colour or Color, can be separated by commas.
- Size.
- Material.
Specify the parameters for all similar products so that ads are more accurately served based on specific user queries.
One
paramelement describes a specific characteristic, while anofferelement can contain any number ofparamelements.Read the feed requirements. See the Examples of feeds by categories section for examples of product feeds in certain categories.
If you don't have a feed, you can use a product campaign based on the website: products from the campaign also get into the gallery.
- Strategy
- Use the Maximum number of conversions strategy with pay per conversion or pay per click with multiple goals (for example, purchase, call back, direct call), including a strategy that helps you maintain a certain cost-revenue ratio.
- Budget
- Do not limit your campaign budget. When using conversion strategies, be sure that your weekly budget is 20 CPA or more (based on the specified target CPA).
- Ads
-
Avoid negative keywords. Yandex Direct algorithms select the products that best match the user query.
To target regions and product categories, use a single campaign but different ad groups.
To make sure that your Text & Image ads are selected for the product gallery, do the following:
- Specify “Product gallery” as ad placement.
In the campaign settings under Ad placements, choose Yandex Search or or Product gallery and search results.
- Upload a product image in your ad settings.
Use high-quality images on a white background without any text, watermarks, or visual effects. The product should be clearly visible in the picture.
- Specify the product price.
Set the price without a prefix. If you offer a discount on your product, specify the old price: the discount will be shown in the product card.
Other setup recommendations:
- Strategy
-
Use the Maximum number of conversions strategy. For optimization purposes, specify all the goals important for your business. For example: purchase, callback, direct call, and other related goals. To use optimization for multiple goals, set up a cost-revenue ratio or weekly budget.
- Budget
- The weekly budget should be enough for at least 10 conversions, though 20 would be preferable. If you have multiple optimization goals in the strategy, base your minimum budget on the most costly goal.
- Group settings
-
To target regions and product categories, use a single campaign but different ad groups.
Enable autotargeting and select all query categories.
Use product queries in your keywords.
Avoid brand names in your negative keywords. This will enable you to serve ads in the Product gallery for the “brand name + product name” queries.
- Ad settings
-
Make sure that the price in your ad is always up-to-date. If you advertise a broad range of products, we recommend Dynamic ads generated from a feed or Product campaign. The system will update the ads based on your feed or site data. In your Text & Image ads, you need to update your price manually in the Yandex Direct interface or using the API tools. This option is suitable for advertising a small range of goods or products with rarely updated prices.
Statistics
Statistics for impressions in the product gallery are available in theReport Wizard. To analyze the placement, build a report for the cross section .
