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What is a single performance campaign in Yandex.Direct?
The Unified Performance Campaign (UPC) in Yandex Direct is a universal tool that allows you to promote various products and services in different ad formats. This helps to significantly save time on launching advertising and simplifies its further management.

In addition, the EPC has four key advantages. Firstly, it is equally effective for both small companies and large online stores with a wide range of products. Secondly, this tool allows you to create campaigns regardless of the business website development service sector or type of goods/services being promoted. Thirdly, the EPC allows you to use ads of different formats within one campaign - text and graphic, product and graphic. This simplifies the setup and optimization of advertising activities. Finally, the EPC is suitable for launching large-scale campaigns that can solve several problems at once: increasing reach, improving the effectiveness of ads and training Yandex Direct algorithms. It is the last advantage that is especially important, since automated algorithms are now used in almost all advertising campaigns.

Ad Types in the Unified Performance Campaign
A single performance campaign in Yandex Direct provides the opportunity to use the main ad formats on various platforms, and their automatic selection is carried out by a neural network depending on the specific display conditions.

Standard text ads are the traditional Direct format, including a title, advertising text and links. They are displayed in search results and on YAN pages.



Ads with an image or carousel. This format complements the text part with visual creativity, which helps to attract more attention of the audience.

Video ads. In this case, users will see an ad that can be shown in two formats: InStream (embedded in the content) or OutStream (outside the content).

Product ads. This ad format is generated automatically based on the product feed uploaded by the advertiser or data from the specified site. This allows you to quickly and conveniently promote a wide range of products within a single campaign.

Graphic ads are displayed in the Yandex Advertising Network and visually represent banners with a call to action (CTA) button. When clicked, the user is taken to the advertised page. This ad format attracts the audience's attention with its visual design.

Setting up a Unified Performance Campaign
Working with the EPC consists of 6 main stages, which can be implemented both in the Yandex.Direct interface and in the Click.ru single advertising account:

1.Preparing a campaign: forming a semantic core, calculating the budget.

2. Setting up analytics: connecting the Metrica counter, goals.



3. Launching a new campaign in Direct expert mode.

4. Selecting platforms for displaying ads.

5.Adding ads of various formats.

6. Setting up budget, rates and other parameters.

Conclusion
In conclusion, it is worth noting that the Unified Performance Campaign is a promising tool for optimizing advertising activity in Yandex.Direct. Its use allows you to increase the effectiveness of promotion and simplify campaign management.

To sum up, we can highlight the key advantages of using the Unified Performance Campaign in Yandex.Direct:



Versatility and flexibility. EPC allows you to promote any goods and services in different ad formats within one campaign. This significantly simplifies advertising management.
Increased efficiency. Combining different types of creatives (text and graphic, product, graphic) in one campaign gives Yandex.Direct neural networks more data for training and adjustment. This leads to a proportional improvement in advertising indicators.
Save time. With the help of EPC, you can quickly launch large-scale campaigns for different purposes, without wasting time on creating and setting up many separate campaigns.
Universality for business. A single performance campaign is equally effective for both small companies and large online stores with a wide range of products.
In general, the Unified Performance Campaign is a promising tool for optimizing advertising activity in Yandex.Direct. Its use allows you to increase the effectiveness of promotion and significantly simplify the management of advertising campaigns.
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