How to launch product impressions

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 Add → Campaign. Choose:

In the Campaign Wizard: Product campaign. Learn more about getting set up.
In expert mode: Product sales → Product campaign, Sell via Product gallery or Sell via Yandex Search. Learn more about how to set up Dynamic ads from feeds.

When creating campaigns for the product gallery, you can use feeds in the following formats: YML, Google Shopping, XML, and CSV.

To serve your Text & Image ads in the product gallery, click Add → Campaign, then in the expert mode, select Conversions, sales, and traffic or Product sales → Manual ad setup. Learn more about setting up Text & Image ads.

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, and model parameters. For a simplified YML feed, specify url, price, picture, and name.

Make sure to use the param element 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 param element describes a specific characteristic, while an offer element can contain any number of param elements.

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 Yandex Search and Yandex Advertising Network → Product gallery 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 the report for the cross-section Type of placement → Product gallery.

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.