Image ads

Image ads tell your audience about your offer using a picture. They look like images that you click on to get to the advertiser's site and allow you to effectively combine the advantages of media exposure and content-advertising technology.

You can place image ads in formats that are common for banner ads. When combined with other Yandex.Direct ads, they allow you to significantly expand your ad placement coverage, which effectively means you reach a larger audience.

Tutorial video. How to set up Image ads

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You can add an image to an ad in a “Text & Image Ads” and “Ads for Mobile Apps” campaign. As with other ads containing images, these ads are only displayed in networks.

You pay per click, as usual. Bids for clicks on image ads should not be less than the minimum value.

Creating an image ad

Add a new ad to your campaign. Select the “Image” ad type and add creative. You can upload ad creative from your computer or the internet, or create one using the Ad Builder. You can add only one ad creative for each ad.

Ad creative uploaded from a computer or the internet must meet the following requirements:

  • Maximum file size: 120 KB

  • File format: JPG, PNG, or GIF

  • Size in pixels: 240×400, 300×250, 300×500, 300×600, 336×280, 640×100, 640×200, 640×960, 728×90, 960×640, 970×250

The ad creative in the Creative Ad Builder automatically meet these requirements.

Fill out the remaining ad parameters and set your display criteria (keywords, retargeting lists, targeting by mobile app interests).

You can edit image ads in the Yandex.Direct interface using XLS/XLSX files, mass changes in multi-editing, or the Yandex.Direct API.

How to select a size for ad creative

In the Ad Builder, we recommend that you create components in all the available sizes so that your ads can be displayed in as many different places as possible.

If you are planning to create components without using the Ad Builder, we recommend preparing them to fit the most common ad sizes first: 240×400, 300×250 and 728×90 pixels. Image ads with these types of creative will cover a significant audience.

Usually the following ad block sizes are used for desktop versions of websites (in pixels): 240×400, 300×250, 300×500, 300×600, 336×280, 728×90 and 970×250.

Creatives that are 640×100, 640×200, 640×960 and 960×640 pixels are typically used for mobile versions of websites and mobile apps. Although smaller ad blocks are more common for ads served on mobile (320×50, 320×100, 320×480 and 480×320 pixels), Yandex requests that you upload larger ad creative so that your ads don't look blurry on screens with a high pixel density (like on a Retina).

Replacing ad creative

After saving an ad, you can only replace the creative for that ad with other components of the same size. You cannot change the source for ad creative:

  • For example, ad creative from the Ad Builder can only be replaced by other Ad Builder creative.

  • Ad creative uploaded from your computer or from the internet can only be replaced by other ad creative uploaded from your computer or from the internet.

Moderation requirements

Your image ad needs to satisfy certain requirements in order to pass moderation.

More information about image ad design requirements.

Impression statistics

Impression statistics can help you evalute the effectiveness of your image ads. To view this data, go to the Reports Wizard.

For example, you can see what sizes of ad creative display most frequently. To see this, go to Cross sections and select Ad № and Image size. In Columns, select Impressions. Then add the filter Ads → Type → image.

Statistics show that ads with creative sizes 640×100, 640×200, 640×960, and 960×640 (in pixels) display as 320×50, 320×100, 320×480 and 480×320 pixels respectively.