Product campaign

A product campaign is a tool that provides a quick way to launch ads for a large product range of your online store. Yandex Direct will create ads for your products, catalog pages, and store and show them to interested users in search results and on Yandex Advertising Network sites.

Objectives achieved

Advantages

• Maximize conversions: ads lead you customers directly to the product card or the category page, encouraging them to place an order.

• Pay for the result: pay only for actual purchases, requests, calls, or other conversions.

• Save time: ads are created automatically, eliminating the need to go through a complicated setup process for each product and category.

Advertising formats

Ads for products and catalog pages appear:

Campaign launch tips

• Set up ads for catalog pages found on the site or upload a file from your computer. These ads will help increase your reach, speed up strategy training, and get more conversions.

• The more and better you populate your ads, the greater their impact and performance. We recommend adding all the ad elements.

• When launching the campaign, set a sufficient budget to generate at least 10 conversions a week.

• Product campaigns are designed to achieve results based on weekly timeframes. This is also the period you want to look at when analyzing the results.

• The system needs time to train and create the most optimal impression algorithm. In most cases, this takes several weeks. Try to avoid making too many changes to the campaign settings, as this may impact its effectiveness.

• Use tips and hints provided in the campaign, such as examples of generated ads, budget settings, and others recommendations.

Questions and answers

How do I know if a product campaign is right for me?

Product campaigns are perfect for those who want to to quickly run a promotion campaign for their online store without a complicated setup. This tool can be used to promote both individual products as well as entire catalog pages and even sites.

Where exactly are my product campaign ads served to users?

Your ads appear in Yandex Search (which includes the product gallery) as well as on Yandex Advertising Network sites.

How much does ad placement cost?

You choose your own ad budget depending on your business size, industry, product range, and other factors. You can pay either per click or for specific conversions, such as purchases generated by the ads.

Can I add branding elements to videos? For example, my company logo, model, or product name?

You can add a logo and a short text to your videos. Just make sure they don't cover your product in the video.

How do I measure the effectiveness of a product campaign?

The campaign page provides general statistics on your campaign, information on ad types and elements, as well as statistics on the promotion of specific products. You'll see which products are in high demand and which sell less frequently. You can use this data to optimize your ads or even alter the product range of your online store in the future.

You can measure the effectiveness of individual ad elements under Elements. Yandex Direct will compare it with other elements of the same type: titles are compared with titles, texts with texts, and so on. You'll see the final score and will be able to replace the least effective elements.

You can also view statistics by region. This way, you can identify regions and cities where customers who clicked an ad place the most orders in your online store. For example, you can use this data to allocate a larger marketing budget to the regions that bring in the most money.

For more information about placement effectiveness, see the Report Wizard.

Case studies and helpful resources

• A hardware store chain boosts sales by combining display ads with a product campaign

• A sporting goods store doubles its ad revenue by running a product campaign

• More orders, less CPA: how service providers can leverage product campaigns for maximum efficiency

Have questions?