Glossary

You will come across various terms specific to digital advertising when placing ads through Yandex.Direct.

Common terms Display location in search results Ad types Creating ads Keywords Indicators Tools and services

Common terms

Yandex Video Network

Yandex services and more than 200 sites across the Yandex Advertising Network (TV channels, movie streaming platforms, and other sites). Ads are only displayed in the legal content of trusted partners.

Campaign

An advertising action or promotional activity intended for a determined period of time, geographic region, and budget, during which ads will be served.

Click

When a user clicks on a website ad and is redirected to the landing page or to a page containing the advertiser's contact details.

Conversions

Converted sessions in Yandex Metrica. Site sessions when a user completed a goal (viewed a particular page, clicked a button, submitted a form, and so on). Conversion also includes the Purchase event in ecommerce.

Attribution model

Rule for attributing the session source: first click, last click, last non-direct click, last click from Yandex Direct, first impression from Yandex Direct cross-device, automatic attribution.

Moderation

The reviewing of advertising materials so that they comply with the Advertising Requirements.

Ad

Advertising material which contains information about a product or service, a link to a site, a callout and other information.

Search query

A text query that a user enters into the Yandex search bar, or in the search bar on a member website of the Yandex Advertising Network.

Impression

The displaying or serving of an ad to a user on a web page.

YAN (Yandex Advertising Network)

A system for placing ads on sites, mobile apps, and Smart TV apps. Ads from Yandex Direct are served in ad blocks on these platforms.

Strategy

The set of settings for your ad campaign in Yandex Direct. Bid management, display positions, and the selection of available limitations for your ads all depend on the strategy you select.

SERP layout

Each individual option of showing search results. The SERP layout is matched to the user and ad subject. In each case, the system shows the variant of search output that best balances user satisfaction with effectiveness for advertisers. Learn more

Fraud

Fraudulent or erroneous clicks, conversions, or impressions that are made with the intent of spending the advertiser's budget.

Cost per thousand impressions (CPM)

The cost for the display campaign ad placement that is actually charged to the advertiser. Calculated according to the auction rules.

Cost Per Click (CPC)

The cost per click that the advertiser is actually charged. Calculated according to the auction rules.

Display location in search results

Dynamic placements in search results

Additional ad placements in search results. They can help you generate more clicks and conversions by increasing the visibility of the advertised page.

Premium placement

The placement position for ads with a high Click-Through Rate. This block is located above the search results.

Product gallery

A carousel with product cards from different stores or cars from different vendors that appears above the search results.

Create ads

Sitelinks

A quick way to get to important information on your site. They allow users to go directly to the page of the website they're interested in.

Video

These videos appear in Text & Image ads instead of an image. You can upload or select AI-generated videos in the unified performance campaign, Campaign Wizard, or Quick start. The video you add to your ads will appear the Yandex Video Network and other eligible placements across the Yandex Advertising Network.

Creative

Template for generating Text & Image ads in unified performance campaigns.

Callouts

Short texts where you can describe the advantages or features of your product or service. These texts are displayed in an additional line beneath an ad.

Feed

A file which contains information about product offers. You can use feeds to create product ads and catalog page ads in both unified performance campaigns and product campaigns.

Keywords

Keywords

Words or phrases which must be in a search query in order for ads to be served.

Negative keywords

Words and phrases in search queries that ads will not be served in response to. You can add a negative keyword to keywords, and negative keywords to ad groups and campaigns.

Stop words

These are auxiliary parts of speech, pronouns and any words that do not add their own meaning. Such words are automatically excluded from the user query when selecting which ads to serve.

Indicators

CTR (Click-Through Rate)

The ratio of the number of clicks on an ad to the number of its impressions, expressed as a percentage. It is an indicator of ad performance.

Cost revenue ratio (CRR)

The ratio of the amount of money spent on advertising to the revenue received. This metric is expressed as a percentage.

Ad quality coefficient

A rating of how relevant promotional offers are to user interests. Yandex Direct compares an ad and the landing page it leads to with the search term the user entered and what they do on your site.

Return on investment (ROI)

Return on investment (ROI) shows how much value you're getting from advertising. It is the ratio of the return on advertising to the cost of advertising:

As a business metric, you can use:

• Revenue from product sales

• Profit: revenue minus cost

• Any other indicator characterizing return on advertising

Relevance

The degree to which an ad's content corresponds to a user's search query.

Tools and services

Autotargeting

The technology to serve ads on search and in ad networks that is not based on keywords. It analyzes data in the ad and on the landing page and determines whether the ad matches the search query, user interests, or website content. Using autotargeting, you can attract additional targeted traffic by serving ads to an audience not easily reached through keywords.

Unified performance campaign

Expert mode is a complete solution that helps you address all your performance goals with a single campaign. This mode combines and expands the features of image ads, Text & Image ads, and product ads. The ads are shown in search results and in the Yandex Advertising Network on desktop browsers, tablets, and mobile phones.

Campaign Wizard

A tool for quickly launching ads in Yandex Direct. You only need to provide a link to your advertised site page or describe your business in a few sentences if you don't have a site. The Campaign Wizard automatically generates ads, selects your target audience, and determines the best time and placements for your ad impressions.

Report Wizard

A tool for viewing statistics. You can use it to get detailed statistics on all campaigns and evaluate the effectiveness of specific keywords and ads.

Monitoring

A tool for alerting about problems with site availability. 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.

Yandex ID organization

A special account in Yandex ID used by agency employees to register and manage clients.

Keyword statistics (Wordstat)

A service that helps you gather information about the search terms used by Yandex users. For example, you can use it to see how many people per month are searching for a certain keyword, and then look at search queries that are similar to your keyword.

Budget forecast

This tool enables you to calculate your monthly ad budget in the regions that you selected for your ads to be displayed, and to find out the approximate cost of redirects generated by your ads.

Quick start

Quick start is a Yandex Direct tool that sets up your campaign automatically, taking your business specifics into account. Perfect for entrepreneurs who're just getting started with Yandex Direct. simply provide a link to your site page or fill out the form answering questions about your business if you don't have a site. Yandex Direct generates ads, selects placements, and monitors the performance of your ads.

Targeting

A tool to select part of the available audience that satisfies specific criteria, and serve ads specifically to that part of the audience. Targeting by hours of the day or days of the week is time targeting. Targeting by location is geographic targeting or geotargeting.

Tracking link

A link between the tracking system and campaigns with ads for mobile apps in Yandex Direct. Add this link to your ads so you can collect conversion data.

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