Unified Performance Campaign
One Yandex Direct campaign across Search, the Advertising Network, Maps and Product Gallery. The expert mode that gives the most control on Yandex.
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Yandex Direct campaign type
Yandex Direct Product Campaign Management: Product Gallery Ads for E-commerce
The Product Campaign is a simplified Yandex Direct campaign type built for online stores. From a catalog read from your site or uploaded as a file, Yandex generates ads for products, category pages and the store itself. There are few settings and setup is quick, so the real work is keeping the catalog clean, choosing the right conversion goal and leaving the campaign alone during the learning phase.
Purpose and appearance
What do we use this format for?
We use the Product Campaign to get an online store's catalog live on Yandex with minimal setup. The card shown in the Product Gallery, with image and price, takes searchers straight to the product or category page. Our targets are weekly sales and cost per conversion, and to grow the campaign we work on catalog quality rather than settings.
Funnel stages it serves
- Awareness
- Consideration
- Conversion
- Loyalty
Where Yandex product ads appear: Product Gallery, search and the Ad Network
The Product Campaign runs in three placements. The Product Gallery appears in Yandex Search as a scrolling row of product cards just below the search bar; it is the way to appear at the very top of search with image and price. The same products can also be shown in search results as text-and-image ads. On sites in the Yandex Advertising Network, interactive banners show users several products together.
We do not write separate ads for any of these placements. Yandex builds the ad itself from the title, image, price and category information in the catalog. If the product title is vague or the image is not on a white background, the ad turns out weak as well. That is why we review catalog quality before the campaign and check the titles and images of best-selling products one by one. Products priced noticeably higher than competitors are flagged separately, because the Product Gallery compares them side by side.
Product Campaign vs Unified Performance Campaign vs Ecomm+
All three are used for e-commerce on Yandex, but they differ in level of control and buying model. We choose based on the brand's team capacity, catalog size and measurement setup. Running the same products in more than one structure at once splits the budget and slows learning, so we usually pick one.
- Product Campaign: Part of the Campaign Wizard, it launches quickly with minimal settings; control over placements and ad types is limited.
- Unified Performance Campaign: Offers the same product ads, plus full control over strategy, negative keywords and the mix of ad types.
- Yandex Ecomm+: A separate e-commerce product run with support from the Yandex team and paid per result.
- For brands with a small catalog or limited management capacity, we recommend starting with the Product Campaign and consider moving to Unified Performance as data builds up.
The learning phase: what not to change
Yandex's own guidance is clear: the starting budget should be enough to deliver at least 10 conversions a week, results should be read by calendar week, and settings should not be changed frequently during learning. The most common mistake we see is changing the budget or goal after looking at the first three or four days. Every change restarts learning, and the campaign never completes its few-week period.
For stores with a big gap between weekday and weekend sales, we set the target weekly rather than daily. We put campaign and sale periods on the calendar in advance and take care not to push the campaign into a peak period right after learning ends. In the weekly readout, we place purchase data from GA4 and Metrica side by side.
Preparing your product feed for Yandex
The catalog can be read automatically from the site or uploaded as a file. A feed prepared for Google Merchant Center is often a good starting point, but if Yandex is targeting a Russian-speaking audience, a Russian version of product titles is needed. Removing out-of-stock products from the feed, keeping the category tree aligned with the site menu and giving color variants of the same product separate but consistent titles are the fixes we make most often. For feed preparation, we build on the work we do for Google Shopping.
Product Campaign: when do we recommend it?
We recommend it
- E-commerce sites launching on Yandex for the first time that want to test quickly
- Stores with a well-organized catalog and clean product images
- Categories with enough demand to deliver at least a few dozen sales a week
- Brands with limited team capacity that want a campaign managed with minimal settings
We don't recommend it
- Accounts that want full control over goals and placements; Unified Performance is a better fit
- Stores with only a handful of products that cannot get close to 10 conversions a week
- Sites whose prices and stock change often during the day and whose catalog cannot keep up
How we manage Product Campaign
- Catalog auditWe check title, image, price and stock fields and prepare Russian title versions if needed.
- Payment model decisionWe decide whether payment should be tied to clicks or to a result such as a purchase or application.
- Conversion threshold budgetWe set the starting budget based on the threshold of 10 conversions a week.
- Catalog fixesIn the first weeks we do not change settings; we only fix catalog errors.
- Calendar week reportWe report sales, costs and product distribution by calendar week.
Product Campaign: metrics and requirements
Metrics we track
- Weekly conversions
- Cost per conversion
- ROAS
- Spend by placement
- Number of active products in the catalog
What you need to get started
- A purchase goal defined in Metrica for pay-per-result
- A product catalog that can be read from the site or uploaded as a file
- Clean product images, preferably on a white background
- A starting budget large enough for at least 10 conversions a week
The Brand Move Yandex Team
Contact us nowTo learn more about Product Campaign or other Yandex ad formats, contact The Brand Move Yandex team today.
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ExploreFrequently asked questions
Product Campaign: frequently asked questions
What is the Yandex Product Gallery?
It is a scrolling row of product cards shown just below the search bar in Yandex Search. Each card shows an image and price, so it is the way to appear at the very top of search for product queries. The Product Campaign is one of the ways to get products into it.
Do we need to write ad copy for a Product Campaign?
No. Ads are generated automatically from the title, image, price and category in the catalog, so we improve ad quality by fixing the catalog, not by writing copy. Vague product titles produce vague ads, and outdated price or stock data weakens them further.
Do we pay per click or per conversion?
Both options exist: you can pay per click or per result, such as a purchase. Paying per result requires a purchase goal set up in Yandex Metrica. We choose the model based on how reliably conversions are tracked.
Why don't you make changes based on first-week results?
Yandex says learning takes a few weeks in most cases and recommends not changing settings frequently during that time. Early changes to budget or goals reset learning. During this period, we only fix catalog and measurement errors.
Can our Google Merchant Center feed be used on Yandex?
In most cases, it is a good starting point. After uploading it to Yandex, we check which products are accepted, prepare Russian titles if a Russian-speaking audience is targeted, and make sure stock status stays current.
Let's run a first Product Campaign review together.
In a free call we review your search terms report, conversion settings and budget split, then send you the first three fixes in writing.
Book a growth call
No sales pressure. Just findings.