Advertisers from Moscow, Saint Petersburg and Kiev can add a metro icon denoting the nearest metro station to their ads. This information will be displayed beneath the ad when displayed on Yandex search results pages.
Giving the nearest metro station helps advertisers avoid unwanted clicks. Users instantly understand where the company is located and do not click on the ad if the company is too far away and they're not prepared to travel for its goods or services. At the same time, these ads become more appealing to people who consider the metro station indicated in the ad to be convenient for them. Therefore, advertisers increase their conversion rate and avoid paying for non-target users.
You can customize the station's display in your vCard. More information on this can be found in the help.