How to launch a campaign
- Step 1. Go to the campaign creation page and set parameters
In the Create campaign drop-down menu, select Display campaigns.
Enter the campaign name. If you want to serve ads at a specific time, configure time targeting.
Set the campaign start and end dates. Choose the Maximize impressions for lowest price strategy: it allows you to get the maximum number of served impressions over a certain period within the fixed budget. Set the average price per 1000 OTS (the equivalent of impressions in outdoor advertising).
- Step 2. Select ad type
Select the ad type — outdoor advertising.
All the ads in an ad group must be the same type, although a campaign can include all types of ads. You can't change the ad type after saving an ad group.Note. Limit frequency of impressions applies to groups of banners and videos, but is ignored in outdoor advertising.
- Step 3. Add a creative
On the ad groups page, click. Upload a video from your computer and enter the link to the website. To get the maximum reach, add several creatives to the ad group for placement on different types of advertising surfaces.
- Step 4. Gather an audience for retargeting
You can gather an audience of users who have viewed your outdoor ads and then configure retargeting with it. You might want to address such users with new ad messaging or exclude them from your display audience.
- For example, to retain a loyal audience, you can set an increased bid adjustment for people who have seen your ads on digital billboards, and show them ads of specific products. Such users are already familiar with the brand, so they are more likely to choose your offer.
Enable the Yandex.Audience, a separate segment is created automatically under the account hosting the Direct campaign. The segment name contains the campaign details. The segment accumulates users who were within the visual range when impressions were served on the advertising surface, based on location data.option. In
More about configuring retargeting.
- Step 5. Select ad surfaces
Click. Select the advertising surfaces in the list or click them on the map to quickly go to the objects in the list. You can select surfaces in multiple cities at once. The selected advertising surfaces are marked green on the map.Attention. Check the resolution of the advertising surfaces and only choose ones that you have proper sizes of creatives for. For example, if you upload a 1440 × 720 creative, it won't appear on 1248 × 416 surfaces.
To assess the traffic situation near the advertising surfaces, click Traffic in the upper-right corner of the map. You can view current data or statistics for specific days of the week over the previous two months. For example, in slow traffic, the audience passes the billboard at a slower speed. OTS is higher in these traffic segments.
Look at the forecast to evaluate the number of OTS and unique viewers of your outdoor advertising per week.
The forecast is instantly recalculated when you select ad surfaces. The total OTS available and reach (values on the right) are determined by the selected display regions and size of uploaded creatives.
- Step 6. Set up bid adjustments
- You can configure bid adjustments based on the weather or traffic. Click Bid adjustments → Edit, select the adjustment type and click + New adjustment. Select the criteria and assign coefficients to increase or decrease the bid.
Ad moderation and launching a campaign
After you have created your ads, they are checked for compliance with the requirements and advertising rules. Click Send to moderation and confirm that you accept the Yandex terms for publishing your ad.
Outdoor ads are moderated in two stages: first the creatives are checked by Yandex and then by operators of advertising surfaces you have chosen.
Your moderation results will be emailed to the address you provided when you created the ad campaign. If moderation is successful and you have paid for the placement, served impressions will start in a few hours.