Setting up campaigns based on Web+App scenario

You can optimize the following campaign types for events on your website or in your app: “Text & Image ads”, “Dynamic ads”, “Smart banners”, and Unified performance campaigns.

Before setting up your campaign, check that:

  1. Goals are added on the mobile app pages in the Yandex Direct Library. Each application has a separate set of goals. Perform the check from the username that you use to run “Ads for mobile apps” campaigns.

  2. Access to goals is issued to the usernames on which you intend to run your campaigns.

    How to check

    To see which usernames have been granted access to the goals, go to Library → Mobile apps, then click Grant access.

    The resulting window will show all the usernames with access. Make sure that you can find among them the username that you are going to use to run the campaign optimized for these goals.

    Access is granted only to in-app goals. They will be available in the strategy, in the section for selecting targeted actions (priority goals). The verification or the app won't appear in the library of the username granted access to the goals.

  1. Strategy settings
  2. Tracking parameters of links
  3. Audience of smart banners or product ads in unified performance campaigns
  4. Settings that shouldn't be used in the Web+App scenario

Strategy settings

Conversions

At least one goal from the iOS and Android mobile app is added to the campaign.

Make sure that:

  • The goals are selected from the app whose App ID is specified in the MMP.
  • In the MMP's integration settings, the event is associated with the desired goal ID in Yandex Direct.
  • In the Yandex Direct Library, the same goal ID is selected on the app page as in the MMP.
Weekly campaign budget

If you are adding in-app goals to the current campaign, look up their statistics for the previous period and determine their CPA. Multiply the resulting CPA by 20: this will be your recommended weekly budget.

Even if you have set the cost revenue ratio as your campaign's KPI, it still makes sense to evaluate the average CPA, multiply it by 20, and enter the weekly budget.

Set up a goal-driven strategy for your campaign:

Maximum conversions at a given cost revenue ratio
  1. Select the “Maximum conversions” strategy with the spending limit based on the cost revenue ratio (CRR).

  2. Specify the desired CRR metric.

  3. Add the goals (conversions) for your site and mobile apps. Check that the indicator next to the goal is green. If the goal indicator is gray, it fails to receive event data from the app.

  4. Set the dynamic goal value. To optimize your cost revenue ratio campaign for in-app goals, set up revenue collection and delivery based on events in Yandex Direct.

  5. Set a weekly budget. It should be enough for 10 conversions or more, but better for 20.

Maximum conversions with exact CPA
  1. Select the “Maximum conversions” strategy with the spending limit based on the cost revenue ratio (CRR).

  2. Specify CRR of 100%.

  3. Add the goals (conversions) for your site and mobile apps. Check that the indicator next to the goal is green. If the goal indicator is gray, it fails to receive event data from the app.

  4. Set the value for each goal manually. The value is equal to the cost that you pay per conversion. Keep in mind that your account is debited for each goal achieved.

  5. Set a weekly budget. It should be enough for 10 conversions or more, but better for 20.

Maximum conversions with optimization for multiple goals and a weekly budget limit
  1. Select the “Maximum conversions” with a weekly budget limit.

  2. Specify the weekly budget. It should be enough for 10 conversions or more, but better for 20.

  3. Add the goals (conversions) for your site and mobile apps. Check that the indicator next to the goal is green. If the goal indicator is gray, it fails to receive event data from the app.

  4. Set the value for each goal manually.

“Maximum clicks” or “Maximum clicks with manual bids” strategy

In the “Maximum clicks” or “Maximum clicks with manual bids” strategies, add in-app goals as your priority goals. Check that the indicator next to the goal is green. If the goal indicator is gray, it fails to receive event data from the app.

Audience of smart banners or product ads in unified performance campaigns

Offer-based retargeting by the application audience follows the same logic as for the web audience.

The audience of smart banners or product ads in unified performance campaigns will be automatically enriched with app users if you follow all the setup recommendations:

  • In the MMP, set up delivery of the following funnel events to Yandex Direct: product page viewed, item added or removed from shopping cart, item purchased.
  • Specify your Yandex Metrica tag in the MMP's integration settings.

Due to advanced signals about user behavior, such campaigns begin attracting even more conversions.

Settings that shouldn't be used in the Web+App scenario

Bid adjustments

Review your bid adjustments at both the campaign and ad group level, ensuring they align with your campaign's objectives.

  • Negative bid adjustments might affect the strategy learning process.

  • Bid exclusions can potentially shrink your audience to a point where the strategy may not receive enough signals for proper training.

It is particularly important to check the absence of negative adjustments for smartphones and tablets.

Hypersegmentation

Segmenting your audience may make it more challenging to achieve your KPIs. Therefore, at the beginning, we do not recommend splitting the audience excessively.

  • Avoid running different campaigns for iOS apps and Android apps.

  • Avoid splitting dynamic ads and smart banners between different campaigns based on product categories; instead, perform this segmentation at the ad group level.

  • Do not create ad groups by city.

  • Do not target narrow or specific audiences.

These conditions complicate strategy training and audience search.

CPC limits in CPA-based strategies

Do not set CPC limits in the “Maximum conversions” strategy.

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: +7 495 139-21-13

Toll-free within Russia: 8 800 700-58-56

Attention.

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