Advertising based on navigation query

Navigation queries are entered by users in order to find a certain website or company. Users can search for a site by the name of the company or brand.

For example, the user searches for the site using the queries авто ру or auto ru, while the site for “Prada” is found using the query official prada site. The desired site — or — will be shown in the first place in the search results.

Ads which respond to a navigation query can be displayed in the expanded format.

What an expanded ad looks like

Ads will appear differently on different devices:

According to Yandex.Direct data, ads served in the expanded format increase CTR on average by 35%.

Ads are displayed in the expanded format if:
  • the website responds to the navigation query (i.e. the user specifically searches for you)

  • your site is displayed in the first position for a navigation query in Yandex's search results

  • you have met the requirements for participating in 1st place premium placement

  • four sitelinks are added to the ad with descriptions. The addition of a description is not required for impressions on mobile phones and smartphones.

In the expanded format, ads which don't respond to navigation queries are not displayed (including ads of dealers, partners, and competitors).


In some cases, the same query may or may not be a navigation query. This is determined by automatic algorithms based on many factors (display region, time, etc.). In Kursk, for example, there is only one company called “Awesome irons”, but in Moscow there are three. So, for users in Kursk the query company awesome irons will be navigational, but for users in Moscow it will not.

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