Setup in a unified performance campaign

Add an organization to Yandex Business

For your organization to appear in Yandex Maps, add it via the organization selection interface in your campaign or in your Yandex Business account.

The more details you provide, the more eye-catching and appealing to users your company becomes, and the more frequently it appears in ad placements. Specify its name, contact information, and business hours. Add a logo, cover, photos, products, and services. For more information, see How to fill out an organization profile on the Yandex Business portal.

If your organization is already added, find it and verify your ownership.

Selecting an organization

Enter a link to your site. Your company automatically appears under Company from Yandex Business.

If the organization can't be found, click Add organization. If the desired organization is missing from the list, click Create organization and complete its profile.

If your organization is a chain with multiple branches, the entire chain will be linked to the organization profile. Promote the entire chain or specific branches.

You can link selected branches to your campaign right away or save them to the library for later.

You can link an organization at the campaign and ad level. An organization added at the ad level has priority over an organization added at the campaign level.

You can link different organizations to a single ad. As a result, you can promote multiple organization profiles in a single campaign.

Ad placement

Under Placements, leave the default value Yandex Search, Yandex Advertising Network, and Yandex Maps or select Manual setup → Yandex Maps and/or List of organizations in search results.

Strategy and goals

Set up the strategy and goals. For more effective promotion in Yandex Maps, add goals from the site and some tag goals for the organization profile. This tag is created automatically for the organization profile and records such user actions as clicking the “Call” button, clicking the “Build route” button, going to a messenger, and others.

Available tag goals for the organization profile

Goal in Yandex Metrica	Action that triggers the goal
Clicked Call - <address>	Clicking “Show phone number” or clicking the phone number in mobile apps.
Get directions - <address>	Clicking the button or the Directions link.
Call to action - <address>	Clicking the green button in the organization profile (button text may vary).
Viewing organization's content - <address>	Clicking the organization profile.
Going to a site - <address>	Clicking the button in Yandex Maps and Yandex Navigator and clicking the site address.
Open WhatsApp - <address>	Clicking the WhatsApp button
Open Telegram - <address>	Clicking the Telegram button
Open Viber - <address>	Clicking the Viber button
Going to VK - <address>	Clicking the VK button
Open Odnoklassniki - <address>	Clicking the OK.ru button
Open YouTube - <address>	Clicking the YouTube button
Button in stories - <address>	Clicking the button when watching a story.
Click on taxi booking - <address>	Clicking the button in the Yandex Maps and Yandex Navigator mobile apps and ordering a ride from the Yandex Maps site.
Save to favorites - <address>	Clicking the button and selecting the Favorites option.
Application submitted - <address>	Clicking the button while making an online booking. Example
Click to share - <address>	Button click
Send to phone - <address>	Clicking the button on the Yandex Maps site.
Show booking form - <address>	Button click

To learn more about the tag for the organization profile, as well as about events and goals, see Yandex Metrica Help.

Advanced campaign settings

Adjustments

Adjustments by region are unavailable.

Site monitoring

If the site is unavailable, site monitoring suspends ad placement, including in Yandex Maps and in the list of organizations in search results.

Disabling impressions

If you select Yandex Maps as a placement, you can't disable impressions on Yandex Maps sites (Yandex Taxi, Yandex Navigator, Yandex Maps for mobile devices, and more), as well as disable impressions by IP address.

Ad prioritization

In Yandex Maps and in the list of organizations in search results, ad prioritization is unavailable.

Setting up an ad

1. Specify the ad link.

2. Make sure the link also appears in the organization profile in Yandex Business. Users who click the ad text in the organization profile will be redirected to the specified link.

3. Add a promo at the campaign or group level. Under Additional ad elements, select a previously added promo or create a new one. It is displayed in the organization profile in the list of organizations in search results and makes the organization more visible.

4. Under Texts, enter a title and text: they are displayed in the organization profile if no promo has been added. Additional titles aren't used for ads in Yandex Maps and in the list of organizations in search results.

5. By default, an action button will be added to your ad. It appears in the organization profile in Yandex Maps. The button will appear in the ad if it wins the auction.

   The button text and link are generated from the Yandex Business tag goals configured in your campaign. If your campaign doesn't include any goals from the Yandex Business tag, the default text is "Go to website". You can set up the action button in the Button section: choose a button name from the suggested options and enter a link to your site, booking form, or social media account.

   For your configured button to appear in the organization profile in Yandex Maps:

   • Add the link you specified for the button to the organization profile in Yandex Business.
   • Add the "Action button" goal to the campaign.

6. Under Contact info, select the organization's phone number or add it manually. It will be displayed in the organization profile in your impressions.

Notes on impressions

In Yandex Maps and in the list of organizations in search results, there will be no impressions:

• By keyword.
• Based on interests and habits.

Geotargeting

Regions selected in the campaign settings don't affect impressions in Yandex Maps or in the list of organizations in search results. For example, a user from Moscow is searching for an organization in Saint Petersburg. They may still see relevant profiles of organizations in the selected region. Other organizations may be displayed when changing the map scale.

Autotargeting

For effective promotion in Yandex Maps, enable impressions for all query categories when setting up autotargeting. The organization's ad is only served if its categories match the user's search term and if relevant products and services are available in the organization profile.

There will be no impressions for branded queries in Yandex Maps.

Audience segments

In the list of organizations in search results and in Yandex Maps search, audience segments are combined with autotargeting using the logical AND operator. This means that ads are served to users who belong to the audience segment and meet the impression criteria.

When viewing Yandex Maps without a search, audience segments are combined using the logical OR operator. Ads are shown to users who match at least one impression criteria or audience segment.

Offer retargeting in Yandex Maps and in the list of organizations in search results doesn't work.

Learn more about unified performance campaigns.

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