Ad campaign parameters

You can change your campaign settings by clicking  → Edit. The available parameters depend on the campaign type.

Time targeting

Available for all campaign types.

Campaign dates

The start date for your campaign will be set automatically to the date when the campaign was created. You can set a different start date for your campaign. Your ads will start being served immediately after they pass moderation and are paid for.

You can also set an ending 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 campaign types.

Display regions

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 campaign types.


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 do all the bid management for you so you can focus on other important things like quality of your ad texts, landing page selection, and profit 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?

Limit frequency of impressions

Available only for display campaigns.

When you serve your ad you want the user to remember your brand and choose the product you are advertising. However, if a user constantly sees your ad, it may start irritating them. By limiting how frequently you serve your ads, you not only retain your users' loyalty, but also conserve your advertising budget.

You can limit the number of times your ad will be served to a given user over the course of your ad campaign or over a particular number of days (not more than 30). For example, you can limit impressions to no more than three per day for each user. Impressions are counted across all of the user's devices. This restriction applies to all banners and videos in a display campaign, but it does not apply to outdoor advertising. If you limit impressions for the entire period that your campaign is running, the limit may be exceeded if ads are served for longer than a month.

The statistics may display a slight increase in the limit due to the algorithm that determines what users are on different devices.

Bid adjustments

Use bid adjustments to raise or lower the CPC when ads are being served to a specific audience. Adjustments let you get more traffic when you serve your ads to your target audience than you would have under the non-adjusted bid rate.

How do bid adjustments work and what corrections are available?

Stop ads when the website is down

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 the site becomes available.

How does site monitoring 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 Ad Builder.

Why are vCards useful?

How do I fill in contact information?

Company from Yandex Business Directory

You can link your company from Yandex Business Directory or create it quickly right on the campaign parameters page. After that, your company's data will appear in all your new ads as the contact information.

On Yandex.Maps, your ads can display photos of your company, its rating, and reviews about it. This will make your ad more noticeable and increase the click-through rate.

On Yandex.Search, your company's data will be used as your contact information.


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 tags

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

What does Yandex.Metrica monitor?

Priority goals

Available for all campaigns other than display campaigns and mobile app ads.

This setting allows you to optimize impressions in search results and on ad networks, automatically adjusting the bids to increase converting clicks under the goals. By default, engaged sessions are set as the priority goals. For the system to adjust bids based on your website goals, select the goals set in Yandex.Metrica. There is no restriction on the number of priority goals. If you can't access the necessary tags using the current username, you can request access to someone else's Yandex.Metrica goals and use them to configure your campaign.

How can I optimize impressions using priority goals?

Adding 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.

Disabled sites and ad exchanges

You can prevent your ads from being served on selected sites in 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?

Negative keywords

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

What are negative keywords and how do they work?

Disable 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?

Insert part of the text in the title

When your ads display in Yandex search results on tablets and mobile phones, the first sentence from your ad text or the URL of your site might 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 or smart banners.

Display data from Yandex Business Directory

Enable this option so that users can see your company information when ads are displayed on Yandex.Maps and in the sidebar in search results.

Include competitors' ads stopped automatically

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

This setting only works for Text & Image Ads.