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Geotargeting

The success of your campaign in Yandex.Direct isn't just a matter of creating an attractive ad. It is also a question of reaching users who can actually respond to your ads if interested. Users are generally interested in goods and services located in the regions where they live or plan on visiting. Using geotargeting, you can ensure that the users who see your ads are potential clients based on their location.

How does geotargeting work?

Geotargeting refers to the technology which allows you to control the geography of your ad impressions. The audience for your ads in Yandex.Direct will consist of users who can actually take advantage of your offer, i.e. they are located in the selected display region and are interested in it. Hence, if you deliver pizza in Kursk (and only there), the settings of your campaign and ad group should have Kursk set as their display region.

Region selection tree

The Extended geotargeting option will be enabled by default in the settings of new campaigns. This option allows you to show ads for search queries including the name of the display region regardless of the user's location. Yandex automatically determines the region of interest for each query. When choosing the region, the system takes informal and shortened variants of a region's name into account (e.g. NYC, MSK, Chi Town ). Limitations of extended geotargeting

When extended geotargeting is enabled, it triggers the system to compare the region in the search query with the region you indicated in the settings. If the regions match, the system understands that the user is looking for your goods or services in your area. As a result, your ads will not be seen in search results if you enable extended geotargeting while using different regions in your keywords and in ad settings. To begin impressions in search results, disable extended geotargeting. To find out exactly where users will see your ads based on different geographical settings, take a look at the table.

For example, to begin advertising for an amusement park in Moscow, enter amusement park as the keyword and set Moscow as the display region. Such ads can be shown to Moscow residents who search for amusement parks as well as residents of other regions searching for amusement parks in Moscow.

You created a special campaign for potential clients from Tver, in which you indicated as a keyword amusement park Moscow and the display region — Tver. The region in the text of the keyword does not correspond to any of the selected display regions, so no impressions will take place for this keyword if extended geotargeting is enabled. To start impressions, disable extended geotargeting in this campaign's settings.

Extended geotargeting does not affect impressions in ad networks. Ad network impressions only take place in the regions you select.

Where will my ads appear?
Impressions in search results

Extended geotargeting is enabled in the campaign

Extended geotargeting is disabled in the campaign

No region is indicated in the keyword or it matches** the display regionA region is indicated in the keyword and it does not match** the display regionImpressions do not depend on the region in the keyword

Is the user located in the display region? Yes*

Is the user located in the display region? No*

(if the search contains the name of the display region)

*The location of the user seeing the ad is compared with the display region in the ad or campaign settings. The location of a user of Yandex search, a network app, or visitor to a network site is determined by Yandex location settings or by IP address to be located within the display region.

**If a larger display region from the ad settings or campaign settings includes a smaller region from the keyword, the system considers these regions as matching (for example, Russia and Moscow).

Display in networks (YAN and external networks)

In networks, your ads will always display in the regions that you specify in your ad or campaign settings. Extended geotargeting does not affect impressions in ad networks.

Ad moderation is carried out in accordance with the rules of the country in which your selected display regions are located. Limitations will be applied in accordance with the laws of the country in which ad impressions take place. It is possible that an ad which passes moderation cannot be displayed in a specific region because of differences in advertising laws.

Where can I configure display geography?

The following tools can be used to manage the geographic settings of your ads in Yandex.Direct:

  • You can select regions for a campaign (the Single display region block in the campaign settings) or for an ad group (the Display regions block on the ad group creation and editing page).

    By clicking the flag next to the name of the region, you select the whole region including all the towns within it (even if they are not shown separately in the region tree).

  • You can enable or disable the Extended geotargeting option in the campaign settings.

Using geotargeting in your first campaign

To quickly launch ads with geotargeting, simply create a campaign and choose the specific display regions in which your goods or services are offered. Extended geotargeting will be enabled by default for this campaign.

If you would like to use keywords that feature the names of regions, as is common in ads relating to travel, tourism, hotels, or medical services abroad, disable extended geotargeting. To find out exactly where users will see your ads based on different geographical settings, take a look at the table.

Waiting several days after your ad impressions begin will give Yandex.Direct time to collect statistics about the number of impressions and clicks in different regions. If the reports show that the regional distribution of clicks is uneven, it's best to carefully reconfigure your regional display settings.

Specifying regions and detailed geographical study

Analyzing the impression and click statistics, you may discover that user reactions to your ads differ by region.

For example, you noticed a large number of clicks from Moscow and Tver in the amusement park ad statistics (keyword — amusement park, display region — Moscow and Moscow Region, extended geotargeting enabled). In this case it' is recommended to:

  • create a new ad in your campaign specifically for display in Moscow (including Moscow region)

  • create a separate campaign specifically for display in Tver (extended geotargeting disabled, keyword amusement park Moscow, and Tver as the display region).

Dividing ad campaigns by region will help you better manage your bids and conserve your budget: when setting bids in one region you don't need to take another region's competition into account. You can view the impressions forecast for a specific region in the Wordstat form.

Limitations of extended geotargeting

Extended geotargeting settings are ignored for ads in certain categories. In particular, this includes:

  • Travel and leisure (such as hotels, bus tours, trip packages, transit tickets, children's camps and day trips, vacation reviews, and vacations themselves).

  • Categories that require specific documents in order to advertise (such as medicines, medical devices and services, pharmacies, dietary supplements, detective work, pyrotechnics, finances, insurance, and items resembling weapons).

If your ad belongs to one of these categories, it will only be displayed in the regions you set in the campaign or ad group settings. The ad category is determined automatically based on its content (such as the title, text, and sitelink descriptions) and the redirect page.

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