Display link

A display link is an easy-to-read addition to a site address. It lets users know which page they will visit by clicking on the ad. The maximum length of a display link is 20 characters (excluding the domain).


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Display links are shown on Yandex search results pages only on desktop computers. Some Yandex Advertising Network block formats for desktops and mobile will also include a display link (if it fits into the block).

Display links can be added to “Text & image ad” campaigns, and will automatically be created for “Dynamic ad” campaigns. You can't edit the link or control whether it is shown.

How to add a display link

You can add a display link when you create or edit an ad. The Display link field shows up automatically after you add a link to your website. You can use the field to enter your product name or user's search terms. You do not need to specify the domain. The maximum length of a display link is 20 characters (excluding the domain).

The display link text can contain only letters and numbers. The language of display link text doesn't have to match the language of the domain. The following symbols are allowed: “-”, “No.”, “/”, “%”, “#”. If you enter a space or a “_” symbol, it will be replaced with “-”. Any other characters will be deleted. Repeated characters “-”, “No.”, “/”, “%” will be replaced by a single character.

Make sure that the display link meets the moderation requirements. If the display link does not follow the guidelines, the moderator will reject it and it will not be shown in ads.

A display link can be used with templates. The part of the display link where you want to insert keywords should be marked on both sides with “#” symbols. If there is a space in a keyword, it will not be replaced with any symbols when inserted in the display link.

You can add a display link to multiple ads simultaneously by using XLS/XLSX files, batch changes in multi-editing, Direct Commander, or the Yandex.Direct API.

To view click statistics for the display link, go to the Report Wizard and add the Click position cross-section. Learn more about evaluating campaign performance.