Direct News

“Rarely served” marking for ad groups

Ad groups with low search traffic are now automatically marked “Rarely served.” Groups with this marking are temporarily excluded from auctions for search and ad networks. Recommended bids are not shown for these groups, but any past click and impression statistics remain available in Report Wizard.

Using current search query volumes and the ad group’s accumulated impression and click data, Yandex.Direct assigns the “rarely served” marking in order to show that users search for these keywords either very rarely or not at all. Yandex.Direct temporarily excludes these ad groups from auctions to highlight the fact that, despite appearing to be active, they do not correspond to real user search activity.

Once an ad group is marked "Rarely served," Yandex.Direct recommends changes to your settings to make the ad group active once again — for example, modifying your target audience settings, making sure that operators are not limiting your keywords more than necessary, or including broader keywords with higher traffic volumes within your target regions.

If you are confident that the drop in search activity is temporary, you needn’t make changes to the keywords in the “rarely served” ad group. The ad group will automatically become active if the search volume of even one of the keywords increases.

By collecting rarely searched keywords into one ad group, you can ensure that the ad group as a whole receives enough traffic to remain active. When doing so, you have the option to use a template to increase relevance and have separate landing pages for each keyword using URL parameters {param1} and {param2}.

You can export and make mass edits to marked ad groups using API methods, and even more tools and filters will be available soon.