Lesson 1: How contextual advertising works
Whether it’s a Superman costume, apartment in northwest Moscow, a new smartphone, cupcake delivery, sci-fi films, or a self-propelled lawnmower — people come to Yandex every day to find all sorts of products and services on the internet.
By advertising on Yandex.Direct, you can respond to these users directly with contextual advertising.
Contextual advertising can bring customers to your site in two different ways.
Click on the cards to find out ads can appear.
Search ads respond directly to users’ search queries and appear in Yandex search results.
Content ads are based on data about a user’s online behavior.
Users can come into contact with your ads on desktop computers and laptops, as well as on mobile devices such as smartphones and tablets.
To respond to demand directly in Yandex search results, Yandex.Direct uses keywords — words and phrases that users enter to search for products or services.
Imagine that an advertiser owns a furniture store, for example. He creates an ad on Yandex.Direct and adds three seater sofa to his list of keywords. When a user enters, for example, the query buy three seater sofa in Yandex search, the user quickly finds what they need and the store owner finds a new customer.
These ads can appear on Yandex Search and in the search results of our partners (for example, go.mail.ru, bing.com, and rambler.ru).
Contextual advertising in Yandex.Direct (in contrast to display advertising) is served on a PPC (payment per click) basis, i.e. when a user clicks through from your ad to your site. This means that you pay for the real visitors your ads bring.
There are two ways that Yandex.Direct serves contextual ads to users: if a user’s search query matches your keywords or if your ad reflects a user’s interests.
Our tutorials will help you create your first ad campaign in Yandex.Direct, step by step and right in the interface. We'll start by selecting keywords and evaluating your budget, and then move on to the basic settings and tools.
To finish the first lesson and move on to the next, please answer a few simple questions in our test.