Segments in Yandex.Direct

Yandex.Audience segments will become available in Yandex.Direct immediately after they get the “Finished” status.

Retargeting lists with Yandex.Audience

You can set impression criteria for a specific content site ad on the ad editing or ad creation page in the Yandex.Direct web interface. In the Target audience section, click Add. You can use existing retargeting lists or create a new one. One retargeting list can consist of several sets, which include Yandex.Audience segments and Yandex Metrica goals or segments.

Simple retargeting list example using a Yandex.Audience segment

Create a retargeting list from one set:

  1. At least one fulfilled: Yandex.Audience segment “Interesting clients”.

Complex retargeting list example using Yandex.Audience and Yandex.Metrica

If you want to select from a Yandex.Audience segment the users that visited your site in the last 30 days, but did not make a purchase, then create a retargeting list from these two sets:

  1. All fulfilled: Yandex.Audience segment “Regular customers”; Yandex.Metrica goal “Site session” for 30 days.
  2. None fulfilled: Yandex.Metrica goal “Item purchase” for 30 days.

You can read more about retargeting lists in the relevant Yandex.Direct help section.

Bid adjustments

Bid adjustments allow you to increase or decrease the cost per click for Yandex.Direct ads for a specific audience, such as one that corresponds to a Yandex.Audience segment. This setting can be adjusted under Bid adjustments in the Yandex.Direct web interface on the ad editing page or ad campaign settings page.

You can read more about bid adjustments in the relevant Yandex.Direct help section.


Statistics for impressions and clicks for ads using retargeting lists is available in Report Wizard 2.0. On the My campaigns page, click Statistics for all campaigns and click the Report Wizard 2.0 tab. Set the time period, and in Cross sections choose Impression criteria. Add the filter Type of impression criteriatarget audience.

You can read more about Report Wizard 2.0 in the relevant Yandex.Direct help section.