Step 1. Create a campaign

Click Add → Campaign. In the Expert mode tab, select App installs and in-app conversions^β.

Choose a goal for your ad campaign:

• Attract new users: Find people who might be interested in your offer.
• Retargeting: Remind users who've downloaded your app about your offer.

Your selected goal determines the available options for ad placement, conversion, targeting type, and ad settings. The interface will show you the available options for each scenario.

You can't change the goal of an existing campaign.

Select ad placements:

• All sites: Yandex Search and the Yandex Advertising Network.
• Or manual setup:

  • Ads in search results: Get your ads featured in dedicated ad units in search results.
  • Yandex Advertising Network: Reach potential customers across thousands of sites and apps.

If your campaign's goal is Retargeting, you need to select only one placement. You can't run an ad campaign with a Retargeting goal in both Yandex Search and Yandex Advertising Network at the same time because of their different audience targeting methods.

Select a display strategy:

• Maximum conversions.

  Get maximum ad clicks for a specified average CPA, weekly budget, or budget for a custom period. You can also opt to only pay for app installs (available only for Android campaigns with the “Attract new users” goal).

  This strategy is perfect for advertisers who have a clear understanding of their marketing objectives and their cost of conversion.

  When optimizing for in-app events, choose a goal that aligns with your business objectives. This way, your campaign can learn from relevant conversion data and increase the number of conversions.

• Maximum clicks.

  Get maximum ad clicks for a specified CPC or budget. Determine the goal of your strategy: maximize clicks at a set average CPC or within a specified budget.

• Maximum clicks with manual bid management.

  Manually set bids for specific targeting criteria in campaigns with search-only impressions. You get maximum impressions and clicks within the limits you've set for the bid, display region, and other parameters. Competition with other advertisers is also factored in.

The start date for your campaign will be set automatically. It is the date the campaign was created. You can set a different start date for your campaign. Your ads will start being served immediately after they pass moderation and are paid for.

You can also set an ending date for your campaign and your ads will automatically stop being served on that date.

If you want to make additional tweaks, go to the Advanced settings.

Advanced settings

Bid adjustments

Use bid adjustments to raise or lower the CPC when ads are being served to a specific audience. Adjustments let you get more traffic when you serve your ads to your target audience than you would have under the non-adjusted bid rate.

How do bid adjustments work and what corrections are available?

Negative keywords

Add negative keywords to prevent ads from being served for non-relevant searches.

What are negative keywords and how do they work?

Extended geotargeting

Enable this option to show your ads when a user's search includes the name of the display region.

Disable impressions

You can specify site domains, mobile app IDs, and names of ad exchanges to block them from showing your ads.

Excluding sites may negatively affect the performance of your ad campaign and cause you to lose some of your potential audience.

Ad prioritization

Specify how to select an ad if keywords of multiple ads from different groups match the search query:

• With the best combination of indicators: Select the best ad by CTR, quality coefficient, and bid per click. Selected by default.
• By the keyword closest to the query: Select the ad with the most relevant keyword. Use this setting when there is a clear distinction between ad groups in terms of keyword subjects and ad texts.

Learn more about ad selection