Campaign parameters

You can change your campaign settings by clicking → Edit. The available settings depend on the campaign type: performance or brand awareness.

Basic settings

Link to the promoted page

Specify the website you are creating an advertising campaign for. The website's Yandex Metrica tags and goals as well as the organization's addresses will be automatically added to the campaign.

Placement

Select where to serve your ads.

Learn more about ad platforms.

Strategy

Select a display strategy for each 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 help you monitor every metric and can be used for testing promotional content.

For the system to optimize impressions in search results and ad networks for your site goals, in the strategy settings, choose one or more conversions set up in Yandex Metrica. You can set up conversions and their value in all campaigns, excluding ads for mobile apps. In display campaigns, you can only do this for the Increase site conversions strategy.

How do I select an ad display strategy for a display or performance campaign?

Time targeting

To show your ads only on specific days of the week and at certain times, schedule ad impressions.

How do I set up time targeting?

Campaign dates

The start date for your campaign will be set automatically. It is the date 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 do I need to specify the start and end dates for my campaign?

Contact information in ads

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

Ads in Yandex Maps can feature your company's photos, rating, and reviews. This will make your ad more noticeable and increase the click-through rate.

On Yandex Search, your company details will appear in your ads as contact information.

URL parameters

Specify shared UTM tags and dynamic parameters and monitor results of ad placement.

Learn more about UTM tags.

Promo

An ad extension that includes a brief description of the promo and a special label. It is shown in search results if the ad gets the first premium placement. In YAN, the serving of extensions with ads is governed by the Smart Design algorithm. When clicking the extension, the user can be forwarded to a site page or app page that is different from the page linked in the ad.

You can add promos to your unified performance campaign when creating or editing it. You can only add one promo per campaign.

How do I add a promo to a campaign?

Settings for all ad groups in the campaign

You can choose regions for ad impressions. Your ads in Yandex Direct will be shown only to those users who are located in the selected regions and can actually take advantage of your offer.

How do I select the right display regions?

Limit impression frequency per user

Available only for display campaigns.

Your ads should help users remember your brand and choose your product. However, repeatedly showing the same ad can irritate 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 how many times a single user sees your ad over a specific number of days (up to 30) or the entire campaign period. 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. 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.

Brand Lift

Available only for display campaigns.

Brand Lift helps you measure how your ads improve brand awareness and customer loyalty.

What is Brand Lift?

Automatic application of recommendations

Yandex Direct will analyze campaign performance and adjust settings to improve its effectiveness. The changes apply as soon as enough statistics are accumulated for the campaign and Yandex Direct algorithms find optimization points. This setting is available in unified performance campaigns, in Campaign Wizard, and in product campaigns.

What recommendations can be applied automatically?

Advanced settings

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?

Negative keywords

Add negative keywords to prevent ads from being served for non-relevant searches.

What are negative keywords and how do they work?

Ad prioritization

Specify how to select an ad if keywords of multiple ads from different groups match the search query:

• With the best combination of indicators: Select the best ad by CTR, quality coefficient, and bid per click. Selected by default.
• By the keyword closest to the query: Select the ad with the most relevant keyword. Use this setting when there is a clear distinction between ad groups in terms of keyword subjects and ad texts.

Learn more about ad selection.

Extended geotargeting

Enable this option to show your ads when a user's search includes the name of the display region.

Experiments

Create an experiment in Yandex Audience. You can add up to 5 experiments to a campaign. Specify the audience segment you want to serve ads to and configure bid adjustments for segments.

How to run experiments?

Site monitoring

Site monitoring checks your site's availability and automatically pauses ads so your budget isn't wasted. Impressions resume automatically once the site becomes available.

How does site monitoring work?

Notifications

• 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?

Sites with disabled impressions

You can exclude specific sites and apps from showing your ads by listing them, separated by commas. Keep in mind that excluding sites and ad networks can make your campaigns less effective.

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

Disable impressions by IP address

When testing ads, you can limit impressions to certain users based on their IP address. You can enter up to 25 IP addresses. Please note that excluding IP addresses may negatively affect your campaign performance.

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

Sites with video impressions disabled

Available only for display campaigns.

You can exclude video impressions on sites and apps by listing the ones where don't want them to appear, separated with commas. Keep in mind that excluding sites and ad networks can make your campaigns less effective.

Have questions?

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