Russia-based IT giant Yandex has launched a “selling on marketplaces” feature via its Yandex Direct advertising service, allowing sellers to promote goods on several marketplaces with a single ad, Ixbt reports. It can be used to promote items on such marketplaces as Avito, Wildberries and Ozon.

The new ‘selling on marketplaces’ feature in the ‘campaigns wizard’ makes it possible to add links to one or more marketplaces.  Yandex Direct’s algorithms will automatically promote the ad and show it to the relevant audience in search results and in the Yandex advertising network. Users can choose to pay for either completed purchases, ad clicks or engaged-view conversions.

Setting up the tool depends on the marketplace in question. For Yandex Market, it is enough to provide a link to a store or an item of merchandise. If a seller has not configured integration with Wildberries, Avito and Ozon, Yandex Direct will automatically create a promotional page that can be accessed via a banner. On this page, entrepreneurs can place contacts to accept orders by phone or text message.

Yandex Direct provides users with data on purchases made on Yandex Market and Ozon and the number of clicks on product cards on Wildberries and Avito.

Yandex said the tool brings additional traffic and helps to optimize advertising costs. The feature is currently in test mode, but any Yandex Direct user can try it.

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