Ad campaign parameters

You can change your campaign parameters by clicking on the Parameters link under the name of the campaign. The available parameters depends on the campaign type.

Impression schedule

Available for all campaign types.

Campaign dates

The start date for your campaign will be set automatically; it is the date the campaign was created. You can enter a different start date for your campaign, however. Your ads will start being served immediately after they pass moderation and are paid for.

You can also set an end date for your campaign and your ads will automatically stop being served on that date.

Why should I enter starting and ending dates for my ad campaign?

Time targeting

If you only want to serve your ads at specific times or on particular days of the week, then you can set up a schedule for your ad impressions.

How do I set up time targeting?


Available for all types of campaigns.

Display region

You can choose regions for your ad impressions. The audience for your ads on Yandex.Direct will consist solely of users who are located in the regions you select and can actually take advantage of your offer.

How do I select the right display regions?

Extended geotargeting
Enable this option to show your ads when a user's search includes the name of the display region. This option is not available for smart banners.

Managing impressions

Available for all types of campaigns.

Strategies for serving ads

You must select a display strategy for each ad campaign. Yandex.Direct offers different types of strategies to help advertisers meet their goals. Strategies are divided into two categories: automatic strategies and strategies with manual bid management.

  • Using the automatic strategy, the system manages placement independently, aiming for as many targeted click-throughs as possible. Automatic strategies save you from having to solve bid managment issues, allowing you to focus on other important things: the quality of your ad texts, landing page selection, and earnings calculation and analysis.

  • Manual management strategies allow advertisers to control absolutely every indicator and are used to experiment with ad materials.

How do I select an ad display strategy?

Ad networks settings

You can manage your displays in the ad networks. In ad networks, the settings are inaccessible for ads that don't display on both search and the ad networks. Therefore, they are inaccessible for dynamic ads (since they can only display on Yandex search) and for smart banners (since they can only display in the ad networks).

What is the optimal way to set up ad network displays?

Bid adjustments

Use bid adjustments to raise or lower the CPC when ads are being served to a specific audience. Adjustments let you display your ads to your target audience in a more noticeable position (or at least have a greater chance of ending up in a higher position than you would have under the non-adjusted bid rate).

How do bid adjustments work and what corrections are available?

Stop ads when site is not functioning

Site monitoring keeps track of your site's availability and automatically suspends ad impressions in order to avoid wasting your advertising budget. Impressions resume automatically once your site becomes available.

How does site monitoring work?

Keyword optimization

In the Keyword optimization section, you'll find settings that let you disable impressions when the user's search term is not relevant and expand your list of keywords for all your ads in the campaign.

Negative keywords

Add negative keywords to prevent ads from being served for non-relevant searches. Available for all types of campaigns.

What are negative keywords and how do they work?

Related keywords

Related keywords can only be set for text & image ads.

Yandex.Direct automatically selects additional keywords to extend the list of keywords set by the advertiser. This improves your audience coverage.

How do related keywords work?


Users respond better to ads that show the phone number, metro station, and business hours of the company. These ads are more effective. You can enter the same data for all ads in your ad campaign or for each ad group individually.

If you plan on using the same data for all ads in your campaign, then enable the Use a single address and telephone number option and fill in the fields with your contact information.

Contact information will not display in ads for mobile apps. For smart banners, you can enter contact information in the Ad builder.

Why are vCards useful?

How do I fill in contact info?


You can automatically integrate Yandex.Metrica (a service that collects and analyzes user activity on your site) into all your campaigns except for those advertising mobile apps.

Yandex.Metrica counters

In this section, enter the Yandex.Metrica counters that are installed on your site. Linking a counter to a campaign guarantees that both Metrica data in Direct statistics and Direct data in Metrica reports will display correctly. It also lets you set up effective strategies.

What does Yandex.Metrica monitor?

Tagging links for Metrica

Enable this option to allow Yandex.Metrica to track the results of your Yandex.Direct ad campaign as accurately as possible.

How does automatic link tagging work and why do I need a yclid tag?

Add an _openstat tag

You can track ad campaign results in Yandex.Direct by using independent third-party statistics systems like Openstat or LiveInternet. Just add the special parameter (the _openstat tag) to your ad link. All campaigns support the _openstat tag other than smart banner campaigns.

How do URL address tags work and why do I need them?


Available for all campaign types.

Email notifications

Notifications are sent to the address you entered when you registered. You can add additional addresses for notifications concerning a specific campaign.

What campaign information can you get via email?

SMS notifications

SMS notifications are sent to the phone number you entered when you registered. If your account doesn't have a mobile phone number associated with it, or you want to get notifications at a different phone number, click the appropriate link. You can also enter the time that's most convenient for you to receive messages.

SMS notification messages are paid for by Yandex, and they are free of charge for the advertiser.

What campaign information can I get by SMS?

Device targeting

Only available for ads for mobile apps.

Device type

Ads for mobile apps will only be served on compatible devices (smartphones and tablets). You can restrict impressions to a particular type of device: only smartphones or only tablets.

Connection type

Users prefer to be connected via Wi-Fi if they are downloading large apps. If you are advertising an app that takes up a lot of space, you can limit impressions based on connection type: mobile connection and Wi-Fi or Wi-Fi Only.

Special settings

Available for all campaign types.

Blocked sites and ad exchanges

You can prevent your ads from being served on selected sites in the ad networks while you are experimenting with them. Please note that excluding sites and networks may result in your ad campaigns being less effective.

What sites can I disable and how do I do it?

Number of ad groups on campaign page

Using this settings, you can customize how your ad groups display on your campaign page.

Ban impressions by IP address

While you are experimenting with your ads, you can restrict ad displays to certain users based on IP address. You can enter up to 25 IP addresses. Please note that excluding IP addresses may negatively affect your ad campaign's performance.

How can I disable ad displays by IP address and what are the restrictions?

Extended Ad Title

When your ads display in Yandex search results, the first sentence from your ad text or the address of your site may be automatically added to the ad title. Enable this automatic text insertion if you want to make your titles longer so that your ads are more informative and attract more users.

This setting doesn't work in ads for mobile apps and smart banners.

Display organization data from Yandex.Business Directory

If you want users to see your company data when your ads display on Yandex.Maps, enable this option.

Automatically ignore competitors' stopped ads when setting bids

All competitors' ads for a given keyword are taken into account in the Yandex.Direct interface when calculating the cost of each position. When viewing and editing your CPC, you can choose not to factor in competitor ads that are currently suspended due to time targeting.

This setting only works for Text & Image Ads.

Add campaign to list of most important

You can create a separate list for the campaigns that you work with most often. When this option is on, a switch will then appear on your My campaigns page that lets you toggle between viewing all your campaigns or just your most important ones.