YAN advertising (RSYA — Yandex Advertising Network) places banners, text-and-image, and adaptive ads across thousands of partner sites, apps, and services. For small business, YAN is not a Search replacement but a second lever: remind people about you, bring back visitors who left, expand reach at lower cost per click.

NUGU is a digital agency in Sochi. We add YAN after Metrica is configured, usually alongside Search campaigns — with separate budgets and KPIs.

What the Yandex Advertising Network is for SMB

Small business rarely can afford standalone display on major publishers. YAN aggregates those placements: news sites, forums, apps, partner pages. You create an ad in Direct, set audience or topic — the system shows it where interest is likely.

Typical YAN tasks for SMB:

  • **Remarketing** — show ads to people who visited the site but did not enquire.
  • **Reach** — awareness for a new service or seasonal offer in the region (Sochi, Adler, Khosta).
  • **Follow-up touches** — the user searched, compared, left; a banner reminds them of you.
  • **Creative tests** — cheaper clicks to validate an offer before scaling Search.

YAN closes "buy now" queries worse than Search contextual ads. For a first Direct launch we usually recommend Search; YAN from week two or three.

Ad formats in YAN

  • Text-and-image — headline, text, image.
  • Adaptive — the system mixes headlines and images.
  • Video — when process or result matters.

For local business, simple creatives work: service, district, price or "free consultation", real project photo, not stock.

Minimum YAN setup

  1. Separate "YAN" campaign — do not mix with Search in one report group.
  2. Landing with the same offer as the banner — see website before Direct.
  3. Metrica goals and Direct link — otherwise optimisation is blind.
  4. Start with remarketing to site visitors from the last 30 days — most predictable ROI for SMB.
  5. After 1–2 weeks — placement report: disable sites with spend and zero conversions.

Full account structure — in Yandex Direct setup.

Budget and expectations

YAN often delivers CPC 2–5× lower than Search but lead conversion is lower. For a café, salon, or renovation business in Sochi, a sensible test is 5 000–10 000 ₽ per month on remarketing plus a separate Search budget. Judge cost per lead, not clicks alone.

Mistakes that make YAN "not work"

  • One campaign for Search and network — cannot see what brings leads.
  • Creative does not match the landing page.
  • No remarketing — cold impressions without brand recognition.
  • Ignoring the placement report.
  • Expecting leads in one day without audience build-up.

YAN at NUGU

We configure YAN as part of the funnel: site → Metrica → Search → network remarketing. Landing from 30 000 ₽, service website from 50 000 ₽; ad campaigns quoted after task audit.

Discuss launch — contacts. Work examples — portfolio, services — sites.