Excluding impressions on desktops when promoting mobile apps or special offers is now an option, as well as splitting the campaigns' audiences further by operating system — iOS and Android — and showing them special offers.

Many advertisers use links to apps as landing pages in contextual ads as well as in Ads for mobile apps campaigns.

Now it will be easier to select the audience for apps no matter what the format.

Using cross-device placements, advertisers can, for example, tell about their products on Yandex Search's mobile and desktop versions, and then limit their ads about their mobile app to smartphone owners that can immediately download it.

How it works

Bid corrections can be set by device type and operating system within the following ranges:

• Android: from -100% to +1200%
• iOS: from -100% to +1200%
• Desktop: from -100% to +300%

One operating system  — either iOS or Android — can be disabled, as well as desktop users. Bid adjustments for all smartphone users are still available with a range of -50% to +1200%. These newer, more flexible bid adjustments are available now in both the old and new versions of the Yandex.Direct interface.

Why bother setting up separate campaigns for mobile traffic?

Results from Yandex experiments showed an increase in overall campaign effectiveness for those advertisers who created separate offers for smartphones and manage their ad purchases more precisely for this device type.

A case from one of our advertisers:

Considering that one in every three Russians makes purchases from their smartphone, separate mobile-only campaigns are an important step forward for many businesses. Going forward, we will continue our work on helping advertisers find effective combinations of settings and targeting types on different devices.

For more information about how to manage different types of traffic in contextual campaigns, please visit the corresponding Help section or the API documentation.