--- metadata: - name: generator content: Diplodoc Platform v5.50.6 alternate: - https://yandex.com/support/direct/en/troubleshooting/shows.md - https://yandex.com/support/direct/ru/troubleshooting/shows.md - https://yandex.com/support/direct/tr/troubleshooting/shows.md - https://yandex.com/support/direct/zh/troubleshooting/shows.md --- > **Documentation Index:** Fetch the complete configuration index at https://yandex.com/support/direct/en/llms.txt # Display problems ## Ad is not displaying {#notdisplay} An ad that has passed moderation is usually not served because: {% cut "No money on the shared account or campaign account" %} Check the balance on your shared account or campaign account. Perhaps your account ran low or ran out, although the statistics doesn't show any spending. The report statistics and account balance are updated at different times, and the values might differ for an active campaign, especially if the campaign spending is high. Statistics in different Yandex Direct reports are also updated at different times. [Report Wizard](https://yandex.com/support/direct/en/statistics/new-reports-wizard.md) provides the most up-to-date information. Hence when you viewed the statistics, you could had already spent the money, but the data on impressions, clicks, and costs hadn't been updated in the reports yet. Before starting to analyze costs using reports, be sure that the data is up-to-date: the data update time is shown in the lower-left corner of the report (**Updated** label). {% endcut %} {% cut "Activation is not complete" %} If you changed settings for your campaign, strategy, or ads, impressions will follow previous settings during the activation period: the system needs some time to apply the changes. Activation can take up to 180 minutes (see clause 3.12.1 of the [Ad Serving Rules](https://yandex.com/legal/direct_display_rules_ch/)). Activation also starts after money is credited to the account if the balance was zero and the campaign was inactive. Here are some causes for activation to begin: - Paying an invoice at zero balance. - Enabling a campaign or individual ad. - Changing the campaign settings, ad group settings, or strategy. Changing these settings may affect impressions: - Start date: If the start date was set to a later date, and you set the current date. - Impression schedule: If there were no impressions at the checked time before, but now there should be impressions. - Display regions: If you enabled new regions and are testing ad impressions in one of the regions. - Strategy: If the impressions were disabled on search, but now you have enabled them. - Passing moderation. If you changed the ad, the search results will show the new version only after it has been reviewed by the moderators and activated (up to 180 minutes under clause  3.12.1 of the [Ad Serving Rules](https://yandex.com/legal/direct_display_rules_ch/)). The activation process begins after the ads are checked and approved. Any ads that are stopped or belong to a stopped campaign are only sent for activation after they are enabled. For example, if the campaign was moderated at 12:00, but the ads were enabled at 13:00, the activation time must be counted from the time the ads were enabled. - Stopping or resuming impressions using [site availability monitoring](https://yandex.com/support/direct/en/campaigns/site-monitoring.md). If you made such changes over the past 180 minutes, wait until activation is complete. {% endcut %} {% cut "Bids are too low" %} First-page impressions may be unavailable if you've manually set keyword bids below the minimum CPC (under the "Manual bidding" strategy) or if the system has set these bids under automated strategies (see section 3.10.1 of the [Ad Serving Rules](https://yandex.com/legal/direct_display_rules_ch/)). You can check if the ads are served on other pages. To do this, go to the search section with the number of results and click **Show all** (next to the **Place ad** link). This will open the page with all the ads shown for the query. {% endcut %} {% cut "The ratio of your weekly budget or account balance to your bids is too low" %} Check your weekly budget or account balance compared to your set bids. If they are used up in only a few clicks, impressions might be unstable. It's better to increase your budget or decrease your bids. {% note info "Updates to how budgets work" %} 1. On June 22, campaigns with manual bidding and a shared account balance switched from daily to unified weekly budgets. Existing budget values were automatically recalculated as weekly amounts, taking ad schedules into account. 2. Starting July 6, campaigns with pay-per-click strategies can [carry over](https://yandex.com/support/direct/en/strategies/week-budget.md#transfer) a portion of unused budget to the following week. {% endnote %} {% endcut %} {% cut "The ad failed moderation or passed it partially" %} The ad won't be served until it fully passes moderation. If you made changes to an ad and it was submitted for moderation, but didn't pass moderation completely yet, then the old version of the ad is displayed (even if you can see the new ad version in the interface). While your new ad is going through review and activation (which can take up to 180 minutes under section 3.12.1 of the [Ad Serving Rules](https://yandex.com/legal/direct_display_rules_ch/)), the previous version will keep running. You'll see a warning under the ad or group in Yandex Direct: "Previous version of the ad is running". {% endcut %} {% cut "The ad is stopped by site availability monitoring" %} Site [monitoring](https://yandex.com/support/direct/en/campaigns/site-monitoring.md) tracks the site availability by only requesting its home page. Ads are suspended if the site is unavailable for at least 15 minutes or more. Impressions resume automatically when the site is back online. The home page is monitored several times a day automatically. The frequency of checks depends on the site traffic. You can't manually specify their exact number or timing. If the site is unavailable during the check, it's not disabled until the bot returns to the page to make the second check. If the site is still unavailable at that time, impressions are stopped. After the ad is disabled, site monitoring continues. If the site becomes available at a future check, impressions resume. If your site becomes available but impressions are not resumed, please wait: the bot will crawl the site and resume impressions. If the site is back online for a while already, but the bot doesn't resume impressions, you can disable monitoring in the campaign settings. If you suspect that the site availability monitoring made a wrong decision, namely, stopped impressions when the site was available or didn't resume impressions when the site became available, contact the customer service department using the [feedback form](https://yandex.com/support/direct/en/troubleshooting/other.md), and we'll check our monitoring. Attach the Access logs of your site's response to the Yandex bot. The bot's useragent is `Mozilla/5.0 (compatible; YandexMetrika/2.0; +http://yandex.com/bots yabs01)` This information is needed so our technical experts can discover the causes of the situation. {% cut "What are Access logs" %} Access logs are text files used by web servers to record the site access requests. One server request is recorded per line in the file. Logs are used to collect the site statistics and detect possible site abuses. To get this information, please contact your webmaster. {% endcut %} {% endcut %} {% cut "Campaigns paused due to weekly budget limits" %} {% note info "Updates to how budgets work" %} 1. On June 22, campaigns with manual bidding and a shared account balance switched from daily to unified weekly budgets. Existing budget values were automatically recalculated as weekly amounts, taking ad schedules into account. 2. Starting July 6, campaigns with pay-per-click strategies can [carry over](https://yandex.com/support/direct/en/strategies/week-budget.md#transfer) a portion of unused budget to the following week. {% endnote %} Check if your campaign displays the warning "Your weekly budget has temporarily suspended impressions for this ad". If you see this warning, adjust your campaign budget settings to resume impressions. {% endcut %} {% cut "You stopped the campaign or ad manually" %} Check the status of your campaigns and ads. You may have manually stopped the campaign or ad, which is why the ad is not served. Click **Resume impressions**. {% endcut %} {% cut "Ads in the campaign are stopped by moderators" %} Check the status of the ads on the campaign page: perhaps, all or part of your ads are on the **Stopped** tab. Under Section 3.5.8. of the ["Yandex Direct" Service Offer](https://yandex.com/legal/oferta_direct_ch/), the robot may pause your ads while they're being reviewed. After the ads are approved by moderators, they remain on the **Stopped** tab until you manually resume impressions. {% endcut %} {% cut "Campaign impressions are suspended according to the time targeting schedule" %} Check the time targeting schedule based on the time zone you selected in the campaign settings. To do this, go to the **Edit campaign** page and expand **Impression schedule**. {% endcut %} {% cut "A later date of campaign start is entered" %} Check the campaign start date in the settings and change it if necessary. {% endcut %} {% cut "The ad is found similar to others" %} If your keyword bid is high enough for a first-page placement but you still can't find your ad in the search results, your ad might be similar to another ad (see Section 3.11 of the [Ad Serving Rules](https://yandex.com/legal/direct_display_rules_ch/)). Ads from the same or different clients can be recognized as similar if, at the same time: - They promote the same or similar products and services advertised and sold in the same region. - They are placed with the same or overlapping keywords. - They contain links to the same or similar client sites. If your ad is found similar to others, it might not be shown. The search results show the ad that has the best combination of [click-through rate (CTR)](*ctr), [quality coefficient](*ad-quality-coefficient), and [bid per click](*rate). If you suspect that your ad has been found similar to others and want to clear this up, send a request to the [customer service department](https://yandex.com/support/direct/en/troubleshooting/other.md). {% endcut %} {% cut "Campaign has many invalid clicks" %} Yandex Direct protects ads from fake clicks. Those clicks that are identified as invalid at the first stage of checking (online filtering) are filtered automatically. You don't pay for them. . Campaign statistics are always double checked (offline filtering): the system analyzes the clicks previously counted in the campaign statistics after the online filtering. Some clicks may also be filtered as a result of the second check. You can view the number of clicks filtered out by our anti-fraud system over a specific period in the **Invalid activity metrics** report found in the [Report library](https://yandex.com/support/direct/en/statistics/library.md). If any invalid clicks are found at the second check, you get refunded for them. You'll be notified about this at the email address specified in the campaign settings. Clicks are analyzed for a large number of parameters, so the decision about their integrity is made with a small delay. While checking validity, the system "reserves" the amount equal to the cost of the click that is being checked. Yandex Direct interface shows no debit transaction at this point. In the case of fraudulent activities, the number of "bad" clicks can be many times higher than "good" clicks. Therefore, at some points the total "reserved" amount reaches the campaign's account balance. At this point, the system decides that the account ran out of money and stops impressions. After all the fraudulent clicks are checked and invalidated, the money is released and impressions resume. Open the **Invalid activity metrics** report to check the number of valid and filtered clicks for the selected date. If the number of filtered clicks is much higher than the number of counted clicks, evaluate the expected cost of those clicks. To do this, multiply the number of filtered clicks by the average CPC. Compare the balance on your campaign account or shared account with the expected spending on filtered clicks. To minimize campaign pauses caused by invalid clicks, you can lower your bids or maintain a higher account balance. If a [weekly budget limit](https://yandex.com/support/direct/en/payments/shared-account.md#day-budget) is set, raising that cap also helps ensure there is enough remaining balance to keep your ads running if funds are temporarily frozen. {% note info "Updates to how budgets work" %} 1. On June 22, campaigns with manual bidding and a shared account balance switched from daily to unified weekly budgets. Existing budget values were automatically recalculated as weekly amounts, taking ad schedules into account. 2. Starting July 6, campaigns with pay-per-click strategies can [carry over](https://yandex.com/support/direct/en/strategies/week-budget.md#transfer) a portion of unused budget to the following week. {% endnote %} {% endcut %} {% cut "Incorrect use of negative keywords" %} #### Negative keywords used for a keyword, ad group, or campaign have stop words (most often, a preposition) used in the keyword For example, you set the keyword _homes for sale_ and the negative keyword _-!for_. In this case, you'll have no impressions for _homes for sale_, but still have impressions for _home sales_ (without the preposition). We recommend that you remove prepositions from your negative keyword list. If the negative keyword _-!for_ is among shared negative keywords in a campaign or ad group, instead of deleting it, you may use "+" in front of it: _homes +for sale_. In that case, the negative keyword _-!for_ is ignored for this keyword, and the impressions for keywords with this preposition will run as expected. #### Negative keywords contain numbers with two or more delimiter points Yandex Direct processes only the first point inside the digit sequence, and the next points are replaced by a space. For example, the keyword _protective sleeve -6.236.003_ is equivalent to the keyword _protective sleeve 003 -6.236_, and you'll have impressions for the query _protective sleeve 003_. #### Negative keywords contain operator-modified words or keywords that exactly match the keyword For example, you set the keyword _Moscow exchange_ and the negative keyword _-"Moscow exchange"_. In this case, you'll have no impressions under the exact query _Moscow exchange_. However, you'll have impressions under _Moscow exchange schedule_. Or you set the keyword _chop saw_ and the negative keyword _-"chop chop"_. In the negative keywords using the operator `" "`, repeated words are merged together (into _-"chop"_ in this case), and you'll have no impressions for the query _chop saw_. {% endcut %} {% cut "The keyword contains the name of the region, but it's not included in the display regions " %} Check which display region is set in your campaign or ad group settings. For example, if the keyword is: _buy house in Moscow Region_, and only Moscow is set as the display region (without the Moscow Region), then the ad is not served. Make sure to check whether you enabled **Advanced location targeting** in your campaign settings. If it's enabled, we recommend that you disable it. For more information about the effect of combined location settings on ad positioning, see the [post](https://yandex.com/support/direct/en/efficiency/geotargeting.md#geosettings-influence). {% endcut %} {% cut "Negative bid adjustments exclude certain audiences" %} In your campaign or ad group settings, you can use negative or excluding [bid adjustments](https://yandex.com/support/direct/en/impressions/bids-adjustment.md) for specific audiences. Probably you are subject to such adjustments and can't see your ads in search results. {% endcut %} {% cut "The checked region is not included in the campaign's geotargeting" %} Check that the region that is set or selected in your browser settings is included in your ad display regions. Check that your city is not excluded from the campaign's geotargeting. For example, if you check impressions in Moscow, and the impressions are set for the Moscow Region that excludes the city of Moscow, you'll have no impressions in Moscow. {% endcut %} {% cut "You get warnings about restrictions" %} There might be warnings about restrictions under the ad group: - Legal restrictions on ad serving: both the impressions on search and in ad networks are limited. - Restrictions for tragic or adult subjects: no impressions in ad networks. - Restrictions on impressions based on user interests and audience selection criteria: no impressions in ad networks based on behavioral targeting and retargeting. {% endcut %} {% cut "Keywords are related to tragic subjects" %} Check whether the keyword is related to a tragic subject. If yes, then enclose all the keywords in quotes. In this case, the ads will be served on search, but only for queries that exactly match the keyword (without any additional words). For more information, see this [section](https://yandex.com/support/direct/en/moderation/categories/tragic.md). {% endcut %} {% cut "Ad subject is related to betting offices" %} Ads with the subject “Betting offices” are not served in search results in Russia, only on content sites. In the Republic of Belarus and Republic of Kazakhstan, ads on this topic can be served. If your ad subject belongs betting offices and impressions are targeted on Belarus or Kazakhstan, but yet you have no impressions, send a request to the customer service department using [feedback form](https://yandex.com/support/direct/en/troubleshooting/other.md). {% endcut %} {% cut "Ads are disabled in search results." %} Make sure that with the **Manual bid management** strategy your impressions are not disabled in search results. {% endcut %} {% cut "Campaign has ads with the same keywords, but with a link to a different site" %} In this case, the ads or groups may be flagged as similar to other ads (see Section 3.11 of the [Ad Serving Rules](https://yandex.com/legal/direct_display_rules_ch/)). If your ad is found similar to others, it might not be shown. The search results show the ad that has the best combination of [click-through rate (CTR)](*ctr), [quality coefficient](*ad-quality-coefficient), and [bid per click](*rate). {% endcut %} {% cut "Keyword contains typos or random letters" %} Check your keywords. For example, if the keyword contains a Latin letter and the query is all-Cyrillic, the ad is not served (most often this occurs with the Cyrillic letter С). {% endcut %} If the above reasons don't apply to your case, contact the [customer service department](#questions). {% note tip %} If your ad did not pass moderation, you can click **How to fix it** in the rejected ad and find out the rejection reasons. You can ask questions about moderation using this [form](https://yandex.com/support/direct/en/troubleshooting/moderation.md). {% endnote %} ## How to get more impressions {#increase} To increase the number of impressions for your ads: - Enable impressions in [ad networks](https://yandex.com/support/direct/en/strategies/manual-strategy.md#yan-settings). - Change your [impression schedule](https://yandex.com/support/direct/en/efficiency/timetargeting.md) and expand your [geography](https://yandex.com/support/direct/en/efficiency/geotargeting.md). - Check that your [keywords](https://yandex.com/support/direct/en/keywords/building-keyword-list.md) are working. If you use [operators](https://yandex.com/support/direct/en/keywords/symbols-and-operators.md) incorrectly or have a lot of [negative keywords](https://yandex.com/support/direct/en/keywords/negative-keywords.md), this will limit your impressions. - Enable [autotargeting](https://yandex.com/support/direct/en/impression-criteria/autotargeting.md). By using your ad text and the advertised site page, Yandex Direct will select suitable search queries and serve your ads in response to them; - Adjust your bids. Raising your bids allows your ads to win auctions more frequently and get selected for impressions. - Change the settings of your chosen strategy. For example, increase your budget if the limit you set doesn't allow you to win auctions. You can also follow Yandex's recommendations for [improving advertising performance](https://yandex.com/support/direct/en/efficiency/improve-efficiency.md). ## A notice appeared on my ad {#warning} As required by law, notices are added automatically to the following ads: - Medical services. - Medical devices. - Medicines. - Dietary supplements. - Infant formula and baby food. - Products structurally similar to weapons. - Financial services. - Alcohol or alcoholic beverages. Shared-equity construction and new development projects. {% note info %} If the notice was added by mistake, [let us know](#questions). {% endnote %} ## An age restriction appeared on my ad {#age} The 16+ rating is added automatically to all ads for the products listed below: - Games, music and movies - concerts, shows, sports events and other entertainment events - Print media (newspapers, magazines and books) - programs on TV and radio - Databases and computer programs For subjects related to adult content, the “18+” label is added. The “Consult a Specialist indication. For baby food intended for children 11 months and older” is added by default to ads for children's food. {% cut "Change the age restriction" %} If your products are intended for other age groups (for example, six years or older), you can change the age restriction yourself on the campaign page. Just click on the notification and select the appropriate value. {% endcut %} {% cut "Delete age restriction" %} Such notices can't be removed if you're promoting mass media content. You can change the age restriction. {% note info %} If you aren't promoting mass media content and you believe the age restriction was added by mistake, [let us know](#questions). {% endnote %} {% endcut %} ## Favicons in ads {#favicon} Your website's icon (favicon) can be added to Yandex Direct ads on the Yandex search results page. {% cut "What is a favicon?" %} A favicon is a small image displayed in a snippet in Yandex search results (including the ad section), next to the website address in the browser address bar, next to the website name in the Favorites or Bookmarks of the browser. For more information about favicons, see [Yandex Webmaster Help](https://yandex.com/support/webmaster/search-results/favicon.html). {% endcut %} {% cut "How do I install a favicon?" %} The image from the file named `favicon` is automatically uploaded as the favicon. This file is usually located in the root directory of the promoted site or is embedded in its HTML code. Learn how to add a favicon in [Yandex Webmaster Help](https://yandex.com/support/webmaster/search-results/favicon.html). {% note warning %} For search results, Yandex loads the favicon from the HTTPS version of your site. If the favicon is not available, it's not displayed. {% endnote %} {% note info %} After you add a new favicon, it may take some time to update the information. This means that the changes are not immediately displayed in the output. {% endnote %} {% endcut %} {% cut "What are the requirements for a favicon?" %} Size: 16 × 16, 32 × 32, or 120 × 120 pixels. Format: ICO (recommended), GIF, JPEG, PNG, BMP. For more information, see [Yandex Webmaster Help](https://yandex.com/support/webmaster/search-results/favicon.html). {% endcut %} {% cut "Why is my site displayed without a favicon in the ad?" %} In Yandex Direct, the favicon is added automatically from the organic search results. Check whether the favicon is in the root directory of the site. Otherwise, install it. For more information, see [Yandex Webmaster Help](https://yandex.com/support/webmaster/search-results/favicon.html). {% note alert %} If you replaced the favicon that was installed previously or added a new one, it may take some time to update the information. This means that the changes are not immediately displayed in the output. {% endnote %} {% endcut %} {% cut "Why does my site have a favicon in search results, but no favicon in the ad?" %} In Yandex Direct, the favicon is added automatically from the organic search results. If the favicon is installed on the site and shows up in search results, but not in the search promo, make sure that it's the same for different versions of the site: - At the URLs both with and without `www`. - On the hosts with `HTTP` and `HTTPS`. If you can't figure out how to install a favicon, please contact [Yandex Webmaster support](https://yandex.ru/support/webmaster-troubleshooting). {% endcut %} {% cut "Favicon fails to display or is wrong" %} Check the favicon in the search results. To do this, enter the site domain in the search bar and look up [search snippets](https://yandex.ru/support/webmaster/search-results/site-description.html). If the organic search results (snippets not labeled as “Promo”) show no favicon for the site, or the favicon is the same as for the ad and you want to display another favicon, contact your webmaster. After the desired favicon starts showing up in the organic output, the data is updated in Yandex Direct. The favicon may fail to display if the site hasn't been [indexed](https://yandex.ru/support/webmaster/recommendations/indexing.html) yet. If you need additional help, please contact [Yandex Webmaster support](https://yandex.ru/support/search/troubleshooting/feedback.html). {% endcut %} {% cut "The favicon is set up correctly but is not displaying" %} Yandex Direct doesn't guarantee that favicons will display for all offers, even if the favicon is correctly configured. Ads can be displayed without a favicon, this is normal. {% note alert %} If you replaced the favicon that was installed previously or added a new one, it may take some time to update the information. This means that the changes are not immediately displayed in the output. {% endnote %} If the favicon is installed correctly on every version of the site, and search results show the correct favicon for the site, but no favicon is shown for search promos, [contact us](https://yandex.com/support/direct/en/troubleshooting/other.md). {% endcut %} ## SERP layouts {#patterns} The SERP layout technology makes a decision about the search results in each case regarding how the ads will look and be placed. The resulting version of the search results depends on the user and advertising subject. Each option for showing search results is a separate layout. The SERP layout is matched to the user and the promotion category. In each case, the system shows the variant of search results that strikes the balance between user satisfaction and promotion effectiveness. Questions about SERP layouts: {% cut "What are the different SERP layouts?" %} #### Regular format Ads are shown with all their extensions (sitelinks, contact information, display link). Callouts are only shown for the ad displayed in the top position. #### Exclusive placement The largest and most prominent ad format in search results. The ad appears above the search results and occupies a single promotional placement. bringing in about 30% more clicks. For ads to be served in exclusive placements, they must include: - Sitelinks with descriptions (we recommend adding the maximum number of sitelinks with descriptions to improve your ad performance). - Condition is met: Your bid and ad quality let you get the traffic volume of more than 100. #### Advertising in suggest The ad appears under the list of suggestions when the user enters a query in the search bar. It's selected algorithmically based on the most likely search suggestion and displayed only if the ad message is highly relevant to the user query. After being shown in suggestions, the ad can also be displayed in the search results. #### Minimalist format Ads are displayed without additional elements (sitelinks, contact information, display link). This design reduces the cost of placement within an ad unit. #### Copying the ad from the top position The ad selected for the top position in the [premium placement](https://yandex.com/support/direct/en/general/positions.md#sr) may be also shown at the top of the [Remaining positions](https://yandex.com/support/direct/en/general/positions.md#garanty) section. {% endcut %} {% cut "Can I disable a certain SERP layout?" %} No, you can't disable specific SERP layouts. Impressions in layouts depend on additional elements in the ad: sitelinks, their descriptions, address and phone number, images, videos, and more. The more elements you add, the higher the chance that your ad shows up in every SERP layout. {% endcut %} {% cut "Can I manage impressions in SERP layouts?" %} Impressions in layouts depend on additional elements in the ad: sitelinks, their descriptions, address and phone number, images, videos, and more. The more elements you add, the higher the chance that your ad shows up in every SERP layout. You can use [bid adjustments](https://yandex.com/support/direct/en/impressions/bids-adjustment.md#patterns) to increase the chances of your ads being served in single premium SERP layouts or search suggestions. {% endcut %} {% cut "Can I view statistics for individual SERP layouts?" %} Yes, you can view impression statistics for single premium SERP layouts or search suggestions by selecting the **Placement type** dimension in the [Report Wizard](https://yandex.com/support/direct/en/statistics/new-reports-wizard.md). {% endcut %} ## Can I display a Search banner and a Text & Image Ad in my unified performance campaign at the same time? {#search-banner-and-text-image-ads} If your “Search banner” campaign and unified performance campaign use the same keywords, both ads can be displayed for the same search query. ## Can I choose where to display my ads? For example, only in search results or only in the Yandex Advertising Network. {#placements} You can only select placements for a unified performance campaign. In the [campaign settings](https://yandex.com/support/direct/en/unified-performance-campaign/create-campaign.md), under **Placements**, select **Manual setup**: - To serve ads only in search results, select **Promotion in search results**. - To serve ads only in the Yandex Advertising Network, select **Yandex Advertising Network**. ## Discount information during checkout {#discounts-in-ads} Some ads for online stores displayed in search results show information about discounts when paying for products from BNPL‑services or the store itself. If you promote a store, marketplace, or a BNPL service and would like to include discount information in your ads, email us at [discount-partner@yandex-team.ru](mailto:discount-partner@yandex-team.ru). ## Other questions about impressions {#other-questions-wizard} If you still have questions about impressions, you may find answers below. Select a topic: {% cut "Variants of search results" %} Select a question: {% cut "Why might the same ad be displayed differently?" %} It depends on the SERP layout chosen. Read more about [SERP layouts](#patterns). {% endcut %} {% cut "What is a search suggestion? How do I show my ads there?" %} When a user enters a query into the search bar, they see a list of suggestions for their query. This list might also display a Yandex Direct ad. In this case, the ad is displayed in the minimalist design. It's selected based on the most likely search suggestion and displayed only if the ad is highly relevant to the user query. You don't need to set up anything else for impressions in search suggestions: that's a completely automatic placement option. The ad gets promoted to the search suggestion from the premium placement and receives more traffic compared to the top position in the [Premium placement](https://yandex.com/support/direct/en/general/positions.md#sr). If your ad wins the first position in the premium placement, it's not guaranteed to also appear in search suggestions. Impressions in the search suggestions depend on additional factors: high [CTR forecast](*ctr) for the selected ad, high enough [bid](*rate), and others. {% endcut %} {% cut "What do I do to get my ads promoted to search suggestions more often?" %} Increase the [bids](*rate) for specific queries and improve your [CTR](*ctr) for the queries. {% endcut %} {% cut "How are impressions in search suggestions counted in statistics?" %} In the statistics, they are displayed as impressions in the premium placement: this is because the ad from the top position of the premium placement gets promoted to the search suggestions. {% endcut %} {% cut "Can I manage impressions in search suggestions or disable them?" %} No, the placement is fully automatic and can't be disabled. However, we carefully monitor the quality of such impressions (relevance, time spent on the site after ad click, CTR) so that they don't impair effectiveness of your ads. Currently, the CTR of ads in search suggestions is about 16%. {% endcut %} {% cut "Why does my ad appear in search suggestions, but not in search results?" %} Ads are selected based on the most likely search suggestion rather than the query typed by the user. For example, the user is typing _credit card ba_ and sees the suggestion _credit card bank of america_ (and the related ad). However, if you open the search results for the _credit card ba_ query, the ad isn't shown. {% endcut %} {% cut "What are the conditions for serving an ad in the section with the map?" %} Yandex Direct ads are shown in the section with the map along with information from Yandex Business (images, address, reviews) if one of the following conditions is met: - You've added a company from Yandex Business and enabled the option **Show photos, user rating, and reviews of your business on Yandex Maps** in the campaign settings. - You've added [company contacts](https://yandex.com/support/direct/en/efficiency/vcards.md), as well as: - The company is published in Yandex Business. - The address, phone number, website domain, and company name completely match across Yandex Business and your [contact info](https://yandex.com/support/direct/en/efficiency/vcards.md). **Why doesn't my ad show up in the section with the map, even though all conditions are met?** Not every query triggers an impression in this section. The section is used when the user needs to see a company's exact address (for example, when they search for a cafe, dry cleaner, bar, car wash, or beauty salon). We don't guarantee ad impressions in this section. {% endcut %} {% cut "How do I get to the product gallery?" %} Click **Add** → **Campaign**. Choose: - In the Campaign Wizard: **Product campaign**. Learn more about [getting set up](https://yandex.com/support/direct/en/campaign-master/product-campaign.md). - In expert mode: **unified performance campaign**. Select **Conversions, sales, and traffic** or **Product sales** → **Manual ad setup**. When creating campaigns for the product gallery, you can use feeds in the following formats: [YML](https://yandex.com/support/direct/en/feeds/requirements.md#market-feed), [Google Shopping](https://yandex.com/support/direct/en/feeds/requirements.md#google-shopping), XML, and [CSV](https://yandex.com/support/direct/en/feeds/requirements.md#universal). {% endcut %} {% cut "How do I place ads on Yandex Images?" %} The [images.yandex.com](https://images.yandex.com/) site serves as both a search platform and a content site. Search ads are displayed for a search query when the user hovers over an image or clicks on it. Content ads are selected according to user interests and shown in separate sections between images. {% endcut %} {% cut "Why did my ad change its layout?" %} Perhaps the ad was shown as part of an experiment. We regularly test new ad formats, adding various design options and elements. This helps us make ads more eye-catching for users and, consequently, increase their effectiveness for clients and ad platforms. We run experiments in Yandex Direct on a regular basis, but only on queries rather than entire campaigns. These experiments don't affect the performance of your placement. You can't opt out of an experiment (see Section 5.7 of the [Ad Serving Rules](https://yandex.com/legal/direct_display_rules_ch/). {% endcut %} {% cut "Why does the same ad appear multiple times on a YAN site page?" %} A separate auction is run for each ad unit, and one platform can have several of those. This means that the same ad can win multiple auctions and be shown in different units on the same page. It's not possible to control impressions in this case — this is due to the technical peculiarities of the system, which depend on the site settings among other things. This doesn't affect ad costs in ad networks or campaign performance. {% endcut %} {% cut "Why does the ad show the city when served in ad networks?" %} If the city in the geotargeting settings is the user's city, then the ad might show the name of this city in ad networks. You can't disable the city display in your ad served in ad networks. {% endcut %} {% cut "How do I see my ad and check impressions in ad networks?" %} If you meet the audience selection criteria set for your ads, or type in a search query corresponding to a keyword, and then open a YAN site or ad exchange site, the ad might not be displayed. The system may consider that there are other subjects (other ads) that the user has been interested in more. If you see ads from your competitors, it means that for this ad network site the competitors' ads have a higher click probability than your ads. The system controls the algorithm of ad selection for a specific user in ad networks. Each impression depends on many factors: competitive situation, number of sites of relevant subjects and interested users, bid per click, and others. After the ads are selected, the system builds a real-time click probability forecast for them and makes an impression decision based on this forecast. {% endcut %} {% endcut %} {% cut "Ad title" %} Select the question you are interested in: {% cut "Why doesn't the ad display the additional title although I set it up?" %} Whether an additional title is displayed depends on the actual width of the titles in pixels rather than the number of characters in them. The overall limit on ad width on search is 517 pixels. Since some characters are wider than others, and word highlighting used on search also increases the character width, the additional title might not be displayed, although the number of characters for both titles doesn't exceed 56. Use the ad preview window in the Yandex Direct interface to check whether the additional title is going to be shown. If the additional title is not added on the ad preview, it will also be omitted in the search results. We recommend that you shorten one of the titles. {% endcut %} {% cut "Why is the additional title shown in the preview, but not in the ad unit?" %} Possible reasons: {% cut "You use a template in the ad" %} When you use an [ad template](https://yandex.com/support/direct/en/features/ad-templates.md), a specific keyword is shown in the ad title in the preview window. The additional title also depends on the total width of the resulting title in pixels, and the title width might be different for every keyword. In this case, you can only use the search results page to check whether the additional title is shown for a specific keyword. {% endcut %} {% cut "In the preview window, the ad is shown without highlights" %} Search results might look different from the preview because the bold highlighting used in search results might increase the title width. No title is added in this case. {% endcut %} {% endcut %} {% cut "Is the additional title shown in ad networks?" %} The additional title might be displayed in some ad unit formats. {% endcut %} {% endcut %} {% cut "Ads are served on blocked sites" %} Select your current issue: {% cut "Impressions continue on the site added to the list of prohibited sites" %} Possible reasons: {% cut "This is a Yandex site." %} We have updated the rules for blocking YAN sites. Your ads will now continue to run on Yandex's own sites automatically, even if their domains are on your blocked list. {% endcut %} {% cut "Activation is not complete" %} After you add a site to the disabled list, ad impressions continue on this site until the activation is complete. The system needs some time to apply the changes. Activation can take up to 180 minutes under Section 3.12.1 of the [Ad Serving Rules](https://yandex.com/legal/direct_display_rules_ch/), so ads may continue to run on the blocked site for up to three hours. {% endcut %} {% cut "The time of search results generation differs from the time of impression" %} Ads might be served on a disabled site if: 1. The user opened a YAN site page in the browser tab when it hasn't yet been added to the disabled list. 1. Search results were generated and your ad was selected for display. 1. The user didn't close or reload the tab for a while; 1. A few hours or days later, the user opened this tab again, scrolled the page down to the ad unit, and clicked the Yandex Direct ad. Impressions and clicks are counted when they actually occur. {% endcut %} {% cut "Only the mobile or desktop version of the site was added to the list of disabled sites " %} For example, if you add **avito.ru** (desktop version) to your disabled list, impressions will continue on the mobile site **m.avito.ru**, and the other way round. {% endcut %} {% endcut %} {% cut "Ads are still served in Yandex Images and Yandex Services, although they have long been disabled" %} Even if you exclude Yandex services on the **.ru** domain (such as images.yandex.ru and uslugi.yandex.ru), your ads may still appear on other Yandex domains, such as **.com**, **.com.tr**, or **.il**. Add all the domain zones to the disabled list. {% note info %} Now these Yandex sites are combined together in statistics (for example, images.yandex.ru). {% endnote %} {% endcut %} {% endcut %} {% cut "Stopped campaigns and ads are still served" %} Select the issue you currently have: {% cut "The campaign is stopped, but ads continue to be served" %} Possible reasons: {% cut "Activation is not complete" %} The system needs some time to apply the changes, including the campaign stop command. Reactivation can take up to 60 minutes under Section 3.12.1 of the [Ad Serving Rules](https://yandex.com/legal/direct_display_rules_ch/), so ads may continue to run for up to an hour after a campaign is paused. Take note of activation time if the stop was at the end of the day. For example, if the stop was at 23:30, it's allowable to have impressions data in the next-day statistics (activation might have been running until 00:30). {% endcut %} {% cut "The time of search results generation differs from the time of impression" %} Impressions after a stop are possible if: 1. The user opened a Yandex search page (or YAN site page) in the browser tab when the campaign was still active. 1. The search results were generated and your ad was selected for display. 1. The user didn't close or reload the tab for a while; 1. A few hours or days later, the user opened this tab again, scrolled the page down to the ad unit, and clicked the Yandex Direct ad. Impressions and clicks are counted when they actually occur. {% endcut %} {% endcut %} {% cut "The ad was stopped, but it continues to be served" %} Possible reasons: {% cut "Activation is not complete" %} The system needs some time to apply the changes, including the campaign stop command. Reactivation can take up to 60 minutes under Section 3.12.1 of the [Ad Serving Rules](https://yandex.com/legal/direct_display_rules_ch/), so ads may continue to run for up to an hour after the campaign is paused. Take note of activation time if the stop was at the end of the day. For example, if the stop was at 23:30, it's allowable to have impressions data in the next-day statistics (activation might have been running until 00:30). {% endcut %} {% cut "The time of search results generation differs from the time of impression" %} Impressions after a stop are possible if: 1. The user opened a Yandex search page (or YAN site page) in the browser tab when the campaign was still active. 1. The search results were generated and your ad was selected for display. 1. The user didn't close or reload the tab for a while; 1. A few hours or days later, the user opened this tab again, scrolled the page down to the ad unit, and clicked the Yandex Direct ad. Impressions and clicks are counted when they actually occur. {% endcut %} {% endcut %} {% cut "Impressions in the campaign continue outside of the time targeting" %} Possible reasons: {% cut "Activation is not complete" %} When you change the time of impressions in the time targeting settings, keep in mind that impressions in the new time ranges might not start immediately. The system needs some time to apply the changes. Reactivation after an ad is paused can take up to 180 minutes under Section 3.12.1 of the [Ad Serving Rules](https://yandex.com/legal/direct_display_rules_ch/), so ads may continue to run on the old schedule for up to three hours after you set a new time. For example, the campaign has a time targeting of 8:00-22:00. At 18:00, the impression range was changed to 8:00 — 20:00. Activation of the changes may take 3 hours: hence impressions might run until 21:00. {% endcut %} {% cut "The time of search results generation differs from the time of impression" %} Impressions after a stop are possible if: 1. The user opened a Yandex search page (or YAN site page) in the browser tab when the campaign was still active. 1. The search results were generated and your ad was selected for display. 1. The user didn't close or reload the tab for a while; 1. A few hours or days later, the user opened this tab again, scrolled the page down to the ad unit, and clicked the Yandex Direct ad. Impressions and clicks are counted when they actually occur. {% endcut %} {% cut "Time zone difference" %} Yandex Direct statistics shows data for the Moscow time zone. If the time zone selected in the time targeting settings differs from Moscow, your statistics might show impressions for disabled days. For example, the following time targeting was set for the campaign: working days, 0:00 — 24:00, Yekaterinburg time zone is selected (+2 hours to the Moscow time). The statistics show impressions on Sunday. Such impressions belong to the period when a new day has already begun in Yekaterinburg (Monday), but it was still Sunday in Moscow. It means that the impressions were run between 22:00 — 24:00 Moscow time. {% endcut %} {% endcut %} {% cut "Yandex Metrica reports show sessions on stopped ads or campaigns" %} This is possible with any attribution selected in the report, except the **Last click**. If you use the **Last click** attribution model, check whether you have any sessions after you stop the campaign. {% endcut %} {% endcut %} {% cut "Ads are served on negative keywords" %} Possible reasons: {% cut "Activation is not complete" %} The system needs some time to apply the changes. Reactivation after changing your negative keywords can take up to 180 minutes under Section 3.12.1 of the [Ad Serving Rules](https://yandex.com/legal/direct_display_rules_ch/), so ads may continue to appear for search queries containing a negative keyword for up to three hours. {% endcut %} {% cut "A similar word is used in keywords" %} If a negative keyword is used in a keyword, the impression is considered valid, since the negative keyword is ignored in this case. For example, a negative keyword _photo_ is added at the campaign or ad group level, and the keyword is _sliding wardrobe with photo cheap_. In this case, the ad can be displayed for queries like _buy sliding wardrobe with photo cheap_. If a negative keyword is used in the keyword with the `!` operator, the ad can be shown for the queries with this negative keyword. For example, you added _!moon_ as a negative keyword at the campaign or ad group level, and your keyword is _travel_. Since the word form is enforced for the negative keyword by the `!` operator, impressions and clicks for the queries like _trip to the moon_ are considered valid. {% endcut %} {% cut "Invalid negative keyword" %} Cases of invalid negative keywords: #### The keyword from the search query and the negative keyword belong to different parts of speech. For example, the words _moon_ and _moony_ refer to different parts of speech. Hence if you add the word _moon_ to the list of negative keywords, the ad will be displayed for the queries with the word _moony_. #### The negative keyword uses the quotation mark operator. The operator `" "` locks the number of words in a keyword. In this case, you won't get any impressions for the query that consists only of this negative keyword. Let's say the search query is _buy phone cheap_, the negative keyword is _"cheap"_, and the keyword is _buy phone_. Impressions are disabled only for the query _cheap_. An impression for the query _buy phone cheap_ is considered valid. For more information about using operators with negative keywords, see [Using operators in negative keywords](https://yandex.com/support/direct/en/keywords/negative-keywords.md#operators). {% endcut %} If you see that an ad is displayed for a query that includes your negative keyword, and the above cases don't apply, [write to us about it](https://yandex.com/support/direct/en/troubleshooting/other.md). {% endcut %} {% cut "No impressions for extended geotargeting" %} You'll have no impressions, if extended geotargeting is enabled in the campaign settings and the keyword uses a region name mismatching the region in the campaign or ad group settings. {% cut "Example" %} Geotargeting for the campaign is set for the city of Tver, extended geotargeting is enabled, and the keyword is _amusement park Moscow_. You'll get no impressions for the keyword in that case. The region listed in the keyword does not correspond to any of the selected display regions, so your ad will not be served if extended geotargeting is enabled. To start serving these ads, you must disable extended geotargeting in the campaign settings. {% endcut %} For more information about how to combine geotargeting and keyword settings to get valid impressions, see [Geotargeting](https://yandex.com/support/direct/en/efficiency/geotargeting.md). {% cut "Ads are only served in the region specified in the campaign or ad group settings, although extended geotargeting is enabled in the campaign settings" %} The advanced geotargeting settings are ignored for ads in the travel and leisure categories (such as hotels, bus tours, travel packages, transit tickets, children's camps and day trips, vacation reviews, and vacations themselves). The ad category is determined automatically based on its landing page, title, text, and sitelink descriptions. 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. See also [Rules and requirements for promotion](https://yandex.com/support/direct/en/moderation/adv-rules.md). {% endcut %} {% endcut %} {% cut "Ad doesn't display as expected" %} Possible reasons: {% cut "You saw a different ad (with a title, text, link, or image) with the same keyword or broader keyword (for a nested query)" %} Perhaps you have a campaign or ad group that uses a similar or broader keyword. For example, if you get impressions for _buy cheap smartphone in Moscow_, some other campaign or ad group uses a broader keyword like _buy smartphone_. Such an impression is considered valid, because the search query _buy cheap smartphone in Moscow_ is nested in the keyword _buy smartphone_. Please also keep in mind that the ad with the best overall score is selected for display. The score is based on the bid, quality coefficient, and CTR forecast. {% endcut %} {% cut "Previous ad version is served" %} If you made changes to an ad and it was submitted for moderation, but didn't pass moderation completely yet, then the old version of the ad is displayed (even if you can see the new ad version in the interface). While your new ad is going through review and activation (which can take up to 180 minutes under section 3.12.1 of the [Ad Serving Rules](https://yandex.com/legal/direct_display_rules_ch/)), the previous version will keep running. You'll see a warning under the ad or group in Yandex Direct: "Previous version of the ad is running". {% endcut %} {% cut "Activation is not complete" %} If you edited your ad, the new version will only appear in search results after it passes review and activation is complete (which can take up to 180 minutes under Section 3.12.1 of the [Ad Serving Rules](https://yandex.com/legal/direct_display_rules_ch/)). The activation process begins after the ads are checked and approved. Any ads that are stopped or belong to a stopped campaign are only sent for activation after they are enabled. For example, if the campaign was moderated at 12:00, but the ads were enabled at 13:00, the activation time must be counted from the time the ads were enabled. {% endcut %} {% cut "You didn't see the ad, but organic search results" %} Yandex Direct ads served on search are labeled as **Ad**. Check for this label next to the ad. If there's no **Ad** label, you are probably seeing your site in the normal (organic) search results. {% endcut %} {% cut "Ad is displayed with the minimalist design (some elements are missing)" %} Ads can display without additional elements (sitelinks or display domain), even if these elements were set up. Search results display different combinations of ads, for example: - One expanded ad and 1–3 ads with the minimalist design. - One regular ad and multiple ads in the minimalist design. An ad in the expanded format can be displayed with 2, 4, 6, or 8 sitelinks: it depends on the matched [SERP layout](*трафарет) rather than the number of sitelinks added to the ad. We don't guarantee that all the elements are displayed. Your ads may be served with all their elements or with the minimalist design, meaning without images, sitelinks, and some other elements. You can't opt out of this display format (see Section 5.13 of the [Ad Serving Rules](https://yandex.com/legal/direct_display_rules_ch/)). We constantly test many variants of search results, accounting for different search scenarios. Therefore, ad impressions adapt to the suggested [SERP layouts](*трафарет). {% endcut %} {% cut "Your ad is displayed as part of an experiment" %} We regularly test new ad formats, adding various design options and elements. This helps us make ads more eye-catching for users and, consequently, increase their effectiveness for clients and ad platforms. We run experiments in Yandex Direct on a regular basis, but only on queries rather than entire campaigns. These experiments don't affect the performance of your placement. You can't opt out of an experiment (see Section 5.7 of the [Ad Serving Rules](https://yandex.com/legal/direct_display_rules_ch/). {% endcut %} Other issues: {% cut "An expanded ad is displayed in the top position, but lower positions show a regular ad" %} This depends on the search result variant ([SERP layout](*трафарет)). We are continually testing many search result variants in different search scenarios. This means that your ads may be displayed with any matching SERP layout. In the given layout, the ad in the first position of the premium placement is shown in expanded format. If you added 8 sitelinks to the ad, the expanded ad may be displayed with any number of sitelinks. This depends on the matched SERP layout rather than number of sitelinks in your ad. If an ad wasn't served with an expanded layout, it means that the system selected a different SERP layout (with the best combination of CTR forecast, quality, cost, and user metrics). When you set the bid above 100 as recommended to attract traffic, your ads are included in SERP layouts and auctions to bring the relevant amount of traffic, but only when the system selects the ads for display. {% endcut %} {% cut "Someone else's number shows up in the ad's contact information" %} This might happen if: - You activated [Target Call](https://yandex.ru/support/metrica/general/target-call.html) in Yandex Metrica. - You use a [call tracking analytics number](https://yandex.com/support/direct/en/efficiency/phone.md) in the campaign. {% cut "If you don't use those features" %} Copy the link from the ad title and send it to the customer service department using the [feedback form](https://yandex.com/support/direct/en/troubleshooting/other.md). We'll find the ad in the system and check it. To copy a link, right-click the ad title and select **Copy Link**. It should look like this: - `http://yabs.yandex.ru/count/…` (from search results). - `https://an.yandex.ru/count/…` (from ad networks). If you've done everything correctly but the link has a different format, you are probably running an ad blocker in your browser. Disable the ad blocker and copy the link again. {% endcut %} {% endcut %} {% cut "Ads in ad networks are shown without an image" %} Check the statistics to see if the ad displays an image. To do this, go to the [Report Wizard](https://yandex.com/support/direct/en/statistics/new-reports-wizard.md) and select the **Format** dimension, then filter by ad ID and platform type (**ad networks**). It's normal that ads are served without images sometimes. Reasons for serving an ad without an image: - The ad site doesn't support ads with images. Under the [Ad Serving Rules](https://yandex.com/legal/direct_display_rules_ch/), your ad may be served with or without images. - The ad site doesn't support widescreen images. Create ads with different image formats in the same ad group. - The system sometimes displays an ad without an image to run a test. Sometimes the version without an image turns out to be more appealing to users. Yandex Direct doesn't guarantee that the image is added for every impression. The system may show an ad without an image sometimes. To make it more likely that your ads are served with images on all the available content sites, we recommend that you create two variants of each ad. One with a standard image size, and the other with a wide-format image size. Read more in [Images in ads](https://yandex.com/support/direct/en/efficiency/images.md). We also recommend that you create [image ads](https://yandex.com/support/direct/en/unified-performance-campaign/create-image.md) in your unified performance campaign. You can create them in the adaptive format to suit different placements: this greatly increases the probability of a broader reach in ad networks. If the statistics contain no impressions with images, write to the customer service department using the [feedback form](https://yandex.com/support/direct/en/troubleshooting/other.md). {% endcut %} {% cut "Image cropped" %} Image ads, the system can automatically adjust the image size depending on the ad site requirements. An image might be zoomed or cropped proportionally (by no more than 25% and only relative to the center). This depends on the settings of the platform that displays the ad. When displayed, the size can be from 37.5 to 480 pixels on one side. The system automatically determines the format suitable for an ad site. You can't disable a certain image format separately. An ad can be served either with or without an image. The image may be reduced or cropped to fit in an ad block on a particular site, even if the campaign has an ad with an image in a different format that won't be cropped in the same ad block. Use the [smart centers](https://yandex.com/support/direct/en/efficiency/images.md#smart-centr) setting to ensure correct cropping. {% note alert %} Starting June 30, Text & Image ads in unified performance campaigns will become edit-only. For campaigns that previously relied on Text & Image ads, you can now create combinatorial ads. For more information, see [Upgrading Text & Image ads to combinatorial ads](https://yandex.com/support/direct/en/unified-performance-campaign/upgrade-to-comb.md). {% endnote %} {% endcut %} {% cut "Cyrillic domain of the site is shown as a Latin code" %} If your website domain is not displayed correctly in your ad in search results, write to the customer service department using the [feedback form](https://yandex.com/support/direct/en/troubleshooting/other.md). {% endcut %} {% cut "Other" %} If the above reasons don't apply to your case, write to the customer service department using the [feedback form](https://yandex.com/support/direct/en/troubleshooting/other.md). Please include a link from the ad title. This way we can find the ad in the system and check it. To copy the link, right-click the ad title and select **Copy link URL**. It should look like this: - `http://yabs.yandex.ru/count/…` (in search results). - `https://an.yandex.ru/count/…` (in ad networks). If you've done everything correctly but the link has a different format, you are probably running an ad blocker in your browser. Disable the ad blocker and copy the link again. {% endcut %} {% endcut %} {% cut "Ad fails to display at a position" %} Select a question: {% cut "Why is the ad not displayed at the desired position, although the bid is high enough?" %} In Yandex Direct, bids don't buy positions for you, but [traffic volume](https://yandex.ru/adv/news/v-yandeks-direkte-izmenilsya-podkhod-k-raschetu-stavok-na-poiske). We don't guarantee that your ad will be displayed at a certain position. Bids let you get traffic volume rather than position in search results. The same position in search results might bring different amounts of traffic. Traffic volumes and positions can't be exactly correlated together. Traffic volume is also affected by the ad layout, as well as the number and design of other ads in the ad unit. Ad positions are affected by user behavior. Those are individual parameters of each specific impression. For example, you often view search results to check the position of your ad. The algorithm starts predicting a low click probability for the ads of this category, and won't show you this ad in premium placement. Increase your bids and revise your [campaign settings](https://yandex.com/support/direct/en/efficiency/improve-efficiency.md) to get the desired traffic volume. {% endcut %} {% cut "What do I do to get my ad appear at the top position?" %} The system [doesn't guarantee impressions](https://yandex.ru/adv/news/novyy-podkhod-k-reklame-na-poiske) at a certain position, even if you set a bid meeting the traffic volume of 100% (or a higher bid). Bids compete for the traffic volume, regardless of position. The following ads are better positioned in the search results: - Ads with a higher forecast of [click-through rate (CTR)](*ctr), [bid per click](*rate), and [quality coefficient](*ad-quality-coefficient). - Ads containing additional information, images, or other ad elements. Double check your strategy. [Automatic strategy](https://yandex.com/support/direct/en/strategies/select-strategy.md) sets bids for keywords automatically. It provides a high traffic volume for keywords with a high CTR forecast and often adjusts bids for optimal results. You can also use [Manual bid management](https://yandex.com/support/direct/en/strategies/manual-strategy.md). In this strategy, the field for entering the CPC bid is displayed instead of priority. The bids should be about 100% to get to the top of premium placement and about 75% to enter premium placement. To be shown on the first page of search results, set the bids so that your keywords can win the bids for premium placement. Use values in the columns **Bid forecast** and **Click price**. Read more about [traffic volume and bids](https://yandex.com/support/direct/en/troubleshooting/bidding.md). Read more about [Yandex Direct auction](https://yandex.com/support/direct/en/technologies-and-services/vcg-auction.md). Read more about [calculating bids on search](https://yandex.ru/adv/news/v-yandeks-direkte-izmenilsya-podkhod-k-raschetu-stavok-na-poiske). {% endcut %} {% cut "How do I lower my forecasted bids for keywords?" %} To lower your bid, follow the recommendations in the [Forecasted bid is too high](https://yandex.com/support/direct/en/troubleshooting/bidding.md) section. Revise your [campaign settings](https://yandex.com/support/direct/en/efficiency/improve-efficiency.md) to lower your forecasted bids. The higher is the CTR of your keyword, the lower is your entry threshold into premium placement. Set the bids you are ready to pay for the click. Don't set high bids expecting a lower debited cost: the auction is continuously shifting. {% endcut %} {% endcut %} {% cut "Ad is served but not supposed to" %} On Yandex search, ads are served for search queries containing whole keywords that you specified. For example, if you set the keyword _tours to mars_, we will show your ads for the search queries _tours to mars_, _discount tours to mars_, _tours to mars deals_, _reserve tours to mars_, and so on, but we won't show them for _tours to the moon_ or _is there life on mars_. When serving ads on ad networks, the system automatically selects ads that have the [keywords](https://yandex.com/support/direct/en/general/yan.md) that match the subject matter of the content site or the interests of a user. For example, an ad about tours to Mars might be displayed on a page about traveling, or shown to a user who is interested in flights to Mars. Select a question: {% cut "How do I check the queries that triggered my ad?" %} You can view the data on user queries in the [Search queries](https://yandex.com/support/direct/en/statistics/library/search-queries.md) report. This report shows: - Search query: The query entered by the user. - Impression criteria: The criteria used to serve the ad (keyword, autotargeting, filters in product ads and catalog page ads). - Match type: The association between the original keyword and the keyword that triggered the ad. - Matched keywords, that is, the keywords selected automatically using autotargeting or filters in product ads and catalog page ads. {% endcut %} {% cut "Why is my ad triggered by a query that's not in my list of keywords?" %} Your ad can be triggered by nested queries. The as shows up in search results if the query includes the keyword you specified. For example, if you set the keyword _tours to mars_, we will show your ads for the search queries _tours to mars_, _discount tours to mars_, _tours to mars deals_, _reserve tours to mars_, and so on, because those queries contain the source keyword. {% endcut %} {% cut "Why is my ad shown for a query that doesn't match the specified keyword, and the query is not nested?" %} Possible reasons: {% cut "You saw an ad from another campaign or ad group" %} Perhaps another campaign or ad group has a similar ad, but a different keyword has been set for it. {% endcut %} {% cut "Autotargeting is used as targeting criteria" %} If the system determines that an ad matches the user's query, the ad can be displayed even if the query doesn't include the specified keywords. [Autotargeting](https://yandex.com/support/direct/en/impression-criteria/autotargeting.md) is an ad serving technology 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. In the [Search queries](https://yandex.com/support/direct/en/statistics/library/search-queries.md) report, under **Type of impressions criteria** you can see whether the ad was served for a keyword or under autotargeting. {% endcut %} {% cut "The system selected a synonym" %} Yandex Direct may serve your ads based on keywords as well as synonyms automatically identified for those keywords (see the [Ad Serving Rules](https://yandex.com/legal/direct_display_rules_ch/)). You can use the [Search queries](https://yandex.com/support/direct/en/statistics/library/search-queries.md) report to evaluate impressions by synonyms: in the **Match type** column, you'll see the association between the original keyword and the keyword that triggered the ad. {% endcut %} {% cut "The search query uses a different word form" %} For example, _bound_ is a form of the word _bind_. Therefore, an ad with the keyword _buy bound hoops_ can be shown for the query _buy bind hoops_. You can use special [operators](https://yandex.com/support/direct/en/keywords/symbols-and-operators.md) to lock a specific word form. {% endcut %} {% cut "Impressions for a deleted keyword" %} If you changed the ad, the search results will show the new version only after it has been reviewed by the moderators and activated (up to 180 minutes under clause  3.12.1 of the [Ad Serving Rules](https://yandex.com/legal/direct_display_rules_ch/)). The activation process begins after the ads are checked and approved. Any ads that are stopped or belong to a stopped campaign are only sent for activation after they are enabled. For example, if the campaign was moderated at 12:00, but the ads were enabled at 13:00, the activation time must be counted from the time the ads were enabled. {% endcut %} #### Your reasons differ from above? If you see that the ad is displayed for a query that's not in your keyword list and the above reasons don't apply to your case, contact the customer service department using the [feedback form](https://yandex.com/support/direct/en/troubleshooting/other.md). Please include a link from the ad title. We need it so that we can find the relevant ad in the system and check it. To copy the link, right-click the ad title and select **Copy link URL**. If you have copied the link correctly, it looks like this: - `http://yabs.yandex.ru/count/…` (from search results). - `https://an.yandex.ru/count/…` (from ad networks). If you've done everything correctly but the link has a different format, you are probably running an ad blocker in your browser. Disable the ad blocker and copy the link again. {% endcut %} {% cut "How do I disable impressions for irrelevant queries?" %} You can add individual words or keywords from search queries to the list of [negative keywords](https://yandex.com/support/direct/en/keywords/negative-keywords.md) . You can also use special [operators](https://yandex.com/support/direct/en/keywords/symbols-and-operators.md) to lock a specific word form or number of words in a keyword. {% endcut %} {% endcut %} {% cut "Keyword highlight in search results" %} Select a question: {% cut "What is keyword highlight in search results?" %} Highlight means making the keywords bold in the title and text of the search promo for a specific query. Highlight can be used not only in the ad title and text, but also in the domain name. ![](../_assets/troubleshooting/keywords-highlighting.png =500x){.border-yes} {% endcut %} {% cut "When are keywords highlighted in search results?" %} The keywords that are not part of the query may be highlighted in the ad, if they are synonymous or context-setting. System algorithms build synonymic chains and create the database of synonyms. This database is maintained by the Yandex search engine rather than Yandex Direct. If the words are not part of the query, but are highlighted in ads, they set the context for the source query or are its synonyms according to our database. Synonyms or context-setting words exist for each query. For example, _install_ is a synonym for _installation_. Synonyms for different queries aren't always the same (even if the queries contain the same word). Hence, the highlighting might differ. We continuously improve the database, hence, the synonyms for different queries may change over time. {% endcut %} {% cut "Is highlighting used in ad networks? How does this happen?" %} [YAN and ad exchanges](https://yandex.com/support/direct/en/general/yan.md) also use keyword highlight. Bold font is used for individual keywords in the ad text. Highlighting is set up automatically based on the context of the site and your keywords. You can't disable or enable it. Highlighting is not used in 100% of impressions. For example, it's not used in the case of retargeting. In ad networks, individual words may be highlighted instead of the entire keyword. {% endcut %} {% endcut %} {% cut "Serving display ads" %} Select a question: {% cut "Low or no impressions for the display campaign" %} The most common reasons why a display ad that passed moderation is not served: {% cut "Insufficient funds on the shared account or campaign account" %} Check the balance on your shared account or campaign account. Perhaps your account ran low or ran out, although the statistics doesn't show any spending. The report statistics and account balance are updated at different times, and the values might differ for an active campaign, especially if the campaign spending is high. Statistics in different Yandex Direct reports are also updated at different times. [Report Wizard](https://yandex.com/support/direct/en/statistics/new-reports-wizard.md) provides the most up-to-date information. Hence when you viewed the statistics, you could had already spent the money, but the data on impressions, clicks, and costs hadn't been updated in the reports yet. Before starting to analyze costs using reports, be sure that the data is up-to-date: the data update time is shown in the lower-left corner of the report (**Updated** label). {% endcut %} {% cut "Activation is not complete" %} If you changed settings for your campaign, strategy, or ads, impressions will follow previous settings during the activation period: the system needs some time to apply the changes. Activation can take up to 180 minutes (see clause 3.12.1 of the [Ad Serving Rules](https://yandex.com/legal/direct_display_rules_ch/)). Activation also starts after money is credited to the account if the balance was zero and the campaign was inactive. Here are some causes for activation to begin: - Paying an invoice at zero balance. - Enabling a campaign or individual ad. - Changing the campaign settings, ad group settings, or strategy. Changing these settings may affect impressions: - Start date: If the start date was set to a later date, and you set the current date. - Impression schedule: If there were no impressions at the checked time before, but now there should be impressions. - Display regions: If you enabled new regions and are testing ad impressions in one of the regions. - Strategy: If the impressions were disabled on search, but now you have enabled them. - Passing moderation. If you changed the ad, the search results will show the new version only after it has been reviewed by the moderators and activated (up to 180 minutes under clause  3.12.1 of the [Ad Serving Rules](https://yandex.com/legal/direct_display_rules_ch/)). The activation process begins after the ads are checked and approved. Any ads that are stopped or belong to a stopped campaign are only sent for activation after they are enabled. For example, if the campaign was moderated at 12:00, but the ads were enabled at 13:00, the activation time must be counted from the time the ads were enabled. - Stopping or resuming impressions using [site availability monitoring](https://yandex.com/support/direct/en/campaigns/site-monitoring.md). If you made such changes over the past 180 minutes, wait until activation is complete. {% endcut %} {% cut "Bids are too low" %} Be sure that the bid is high enough for the selected inventory type: you can do this on the campaign page and in the strategy settings. Sometimes the bid is in the green segment of the forecast, but the campaign gets few impressions. Analyze your statistics: look up your average CPM. Perhaps your CPM is at the upper limit of the strategy settings. In this case, the bid is too low and can't bring you more impressions: the campaign is constantly displayed at the maximum bid, and the system can't buy you more impressions (otherwise, it would exceed the bid). {% cut "The forecast doesn't show the recommended bid" %} If you can't see a forecast for the recommended bid, look up the bid in the table. #| || **Placement options** | **Bids** || || Banner | 5 rubles or more The recommended bid depends on the targeting criteria (the narrower is the user profile selected, the higher bid you need) || || Video | 160 rubles or more Recommended bid: 230 rubles || || Banner on the Yandex Home page | Depends on the region and Yandex Home page version: [read more](https://yandex.com/support/direct/en/products-cpm-campaign-frontpage/min-bid.md). || |# {% endcut %} {% endcut %} {% cut "The ratio of your weekly budget or account balance to your bids is too low" %} Check your weekly budget or account balance compared to your set bids. If they are used up in only a few clicks, impressions might be unstable. It's better to increase your budget or decrease your bids. {% note info "Updates to how budgets work" %} 1. On June 22, campaigns with manual bidding and a shared account balance switched from daily to unified weekly budgets. Existing budget values were automatically recalculated as weekly amounts, taking ad schedules into account. 2. Starting July 6, campaigns with pay-per-click strategies can [carry over](https://yandex.com/support/direct/en/strategies/week-budget.md#transfer) a portion of unused budget to the following week. {% endnote %} {% endcut %} {% cut "You changed the strategy budget or its distribution period" %} When you change the strategy budget and its distribution period, your weekly spending is recalculated. That's why the system updates the amount that it should have spent by the time the strategy changed. If your new settings lower the weekly budget, your campaign automatically pauses. To avoid this: * Create a strategy with a new period instead of extending the old period. * Set the dates and budget so that the estimated budget doesn't decrease after the strategy change. {% endcut %} {% cut "Your budget was overspent" %} If your campaign uses an automatic strategy, but its settings didn't change, look up your [campaign statistics](https://yandex.com/support/direct/en/statistics/library.md) for an overspending prior to the impression decrease. {% endcut %} {% cut "Display region is too small" %} Open the ad group editing page and evaluate the impression reach for the selected conditions. To increase the number of impressions, expand your targeting or select other billboards. For more information about why the reach forecast estimation might fail, see [Reach forecast](https://yandex.com/support/direct/en/products-cpm-campaign/display-ads-settings.md#section_w51_zds_33b). {% endcut %} {% cut "You get a warning about restrictions" %} Check whether you've got the warning about restricted impressions under your group or ad: "Do not show for user interests or retargeting lists". If the display campaign's category doesn't match the user's interests and behavior, the ad will be shown only by keywords, [socio-demographic profile](https://yandex.com/support/direct/en/products-cpm-campaign/display-ads-settings.md#demography) (gender, age, income), and [Yandex Metrica and Yandex Audience segments](https://yandex.com/support/direct/en/products-cpm-campaign/display-ads-settings.md#metrica-and-audience) with the condition **None are met**. If you selected other targeting settings, you'll get no impressions. For more information about targeting based on user interests, see [Behavioral targeting](https://yandex.com/support/direct/en/technologies-and-services/behavioral-targeting.md). See also [Ad display rules for sensitive subjects](https://yandex.com/support/direct/en/moderation/categories/considerate.md). {% endcut %} If the above reasons don't apply to your case, contact the [customer service department](#questions). {% endcut %} {% cut "What is the impression frequency?" %} In the display campaign settings, you can restrict banner impressions for a given user. This restriction applies to all types of ads in the display campaign. All the user devices are taken into account. Let's say the campaign has banners and videos, and you specified the restriction “no more than 2 impressions in 7 days”. In this case, a single user might have: - 2 banner impressions - or 2 video impressions. - or 1 banner impression and 1 video impression. Impressions depend on how the strategy and targeting will run. [More information in Help](https://yandex.com/support/direct/en/campaigns/campaign-settings.md#frequency-capping). {% endcut %} {% cut "Why is my frequency cap not met?" %} Make sure to review impression statistics over the period specified in the campaign settings. For example, if the frequency cap is 3 times in 7 days, you have to review 7-day statistics. The statistics may display a slight increase in the limit due to the algorithm that determines what users are on different devices. 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. {% endcut %} {% cut "How are impressions and clicks counted? What are the viewability criteria?" %} All ad impressions in the display campaigns (banners and videos), as well as display banner impressions on a new Yandex Browser tab, follow the MRC standard. It means that the banner impression counts if at least 50% of the banner area remains continuously in the user's viewable area for at least 1 second. For more information, see [Compliance with IAB standards](https://yandex.com/support/direct/en/technologies-and-services/iab-compliance.md). {% endcut %} {% cut "Why is the average CPM higher than the set CPM?" %} You must evaluate the [average CPM](*CPM) for the entire strategy period. It's normal if the bid grows higher on certain days or strategy periods: the system might buy the traffic at the bid higher or lower than the set bid, but the average bid over the strategy period will be met. If the bid is higher throughout the strategy period, take note of the number of impressions in [statistics](https://yandex.com/support/direct/en/statistics/library.md): if you have less than 10,000 impressions, your bid might not be met. Read more in [Display strategies in display campaigns](https://yandex.com/support/direct/en/strategies/select-strategy-branding.md). {% endcut %} {% cut "Why isn't my budget limited under the strategy?" %} If you changed the strategy and set new dates, but the previous strategy period hasn't ended, you might still have spending under the old and new strategy on that day. You might see an overspending, but that's neither an excessive impression nor technical error, since the new strategy can't account for spending under the old strategy on the switching date. To avoid this: - Stop the campaign if you want to change the strategy and start it the next day only. - Change your strategy the day after the previous strategy expires. {% endcut %} {% cut "Why doesn't my banner statistics count clicks?" %} This might happen if you have an invalid link in the banner code. Make sure that your link meets the requirements. A click on the banner opens the page specified in the **Link to site** field, the mobile app (if installed), or the app page in the store (if the app is not installed). Banner clicks must open this page by calling the `yandexHTML5BannerApi.getClickURLNum(1)` method. ```xml ... // after the "" element, // assign its href attribute as follows: ``` Read more about the requirements: - [For display banners](https://yandex.com/support/direct/en/products-cpm-campaign/requirements.md). - [For banners on a new Yandex Browser tab](https://yandex.com/support/direct/en/products-cpm-campaign-frontpage/requirements.md). {% endcut %} Didn't find an answer to your question? Write to the customer service department using the [feedback form](https://yandex.com/support/direct/en/troubleshooting/other.md). {% endcut %} {% cut "Impressions on mobile devices" %} Ads on Yandex search for mobile devices will look like this: ![](../_assets/mobile-ad-ex.png =500x){.border-yes} You can add images to your ads that are served in the Yandex Advertising Network if the settings of a particular site allow it. Select the question you are interested in: {% cut "How do I disable impressions on mobile devices?" %} Add a [bid adjustment](https://yandex.com/support/direct/en/impressions/bids-adjustment.md#mobile-pricing) for smartphones as minus 100% from the bid. You can also disable impressions on the same OS: set the adjustment at minus 100% to the bid for iOS or Android. {% note alert "Restriction" %} You can't set the minus 100% adjustments for both OS. {% endnote %} Let's say you want to show ads on iOS only. In this case, add two bid adjustments: - Minus 100% from the bid on desktops. - Minus 100% from the bid for Android. However, we don't guarantee that at this setting your ad will be shown to users of some specific operating system (there are other mobile operating systems, such as Windows Phone). {% endcut %} {% cut "How do I set up impressions on mobile devices only?" %} Add a [bid adjustment](https://yandex.com/support/direct/en/impressions/bids-adjustment.md#mobile-pricing) for desktops as minus 100% from the bid. {% endcut %} {% cut "Why isn't my ad served in the search results on mobile, but is served in the desktop search results?" %} The system selects ads for display in the mobile search results based on several indicators: [quality coefficient](*ad-quality-coefficient), [bids](*rate) ([adjusted for smartphones](https://yandex.com/support/direct/en/impressions/bids-adjustment.md#mobile-pricing)), and [CTR](*ctr) on mobile search. That means ad metrics that meet the criteria for the ad unit in the desktop search may not be adequate for the ad unit on mobile devices. The mobile version provides less ad space than the desktop search. {% endcut %} {% endcut %} {% cut "Display regions" %} Select a question: {% cut "How do I check which region my ad is run in?" %} Go to the [Report Wizard](https://yandex.com/support/direct/en/statistics/new-reports-wizard.md) and select the **Targeted region** and **Served region** dimensions. **Geotargeting region** is the region you selected when setting up the [display region](https://yandex.com/support/direct/en/efficiency/geotargeting.md) in the campaign settings or ad group settings. **Region of user's location** is the actual location of the user selected in [search settings](https://yandex.ru/tune/geo/) or detected by the IP address. {% endcut %} {% cut "Why are my ads served in other regions?" %} Possible reasons: - The user is located in one region, but another region is in their [search settings](https://yandex.ru/tune/geo/). In this case, the system shows the ads for the region specified in the search settings to the user, regardless of their actual location. For example, if San Francisco, California is selected in the user's search settings, the user will see the ads tailored for San Francisco although they might now be in Boston, Massachusetts or any other city. Please note that users might want to search offers from other regions. - **Extended geotargeting** is enabled in the campaign. In the search results, this option lets you serve ads for queries that include the name of a display region, even if the user is located in a different region. The campaign uses the _amusement park_ keyword and Moscow is set as the targeting region. In this case, your ad will be served to Moscow residents who search for amusement parks and to people in other regions who search for amusement parks in Moscow (that use such queries as _amusement park Moscow_, _amusement park in Moscow_, and so on). In ad networks, extended geotargeting lets you serve ads to a user taking into account the location they frequent, regardless of where they are currently located. [How geotargeting works](https://yandex.com/support/direct/en/efficiency/geotargeting.md#how-it-works). - Activation after the region change is still in progress, and impressions continue in the previous region. The system needs some time to apply the changes. In this case, activation can take up to 180 minutes according to Clause 3.12.1 of the [Ad Serving Rules](https://yandex.com/legal/direct_display_rules_ch/). Therefore, if you changed the display region less than three hours ago, impressions might continue in the previous region. {% endcut %} {% cut "Why is the user's actual location region not the same as my targeting region?" %} Possible reasons: - The user is located in one region, but another region is in their [search settings](https://yandex.ru/tune/geo/). In this case, the system shows the ads for the region specified in the search settings to the user, regardless of their actual location. For example, if San Francisco, California is selected in the user's search settings, the user will see the ads tailored for San Francisco although they might now be in Boston, Massachusetts or any other city. Please note that users might want to search offers from other regions. - **Extended geotargeting** is enabled in the campaign. In the search results, this option lets you serve ads for queries that include the name of a display region, even if the user is located in a different region. The campaign uses the _amusement park_ keyword and Moscow is set as the targeting region. In this case, your ad will be served to Moscow residents who search for amusement parks and to people in other regions who search for amusement parks in Moscow (that use such queries as _amusement park Moscow_, _amusement park in Moscow_, and so on). In ad networks, extended geotargeting lets you serve ads to a user taking into account the location they frequent, regardless of where they are currently located. [How geotargeting works](https://yandex.com/support/direct/en/efficiency/geotargeting.md#how-it-works). - Activation after the region change is still in progress, and impressions continue in the previous region. The system needs some time to apply the changes. In this case, activation can take up to 180 minutes according to Clause 3.12.1 of the [Ad Serving Rules](https://yandex.com/legal/direct_display_rules_ch/). Therefore, if you changed the display region less than three hours ago, impressions might continue in the previous region. - A user from your display region clicks on the link in an ad and sends it along with the tags to another user who is outside of your display region. {% endcut %} {% cut "Why do requests come from users outside of my display region?" %} Possible reasons: - A user from your display region clicks on the link in an ad and sends it along with the tags to another user who is outside of your display region. - The user is located in one region, but another region is in their [search settings](https://yandex.ru/tune/geo/). In this case, the system shows the ads for the region specified in the search settings to the user, regardless of their actual location. For example, if San Francisco, California is selected in the user's search settings, the user will see the ads tailored for San Francisco although they might now be in Boston, Massachusetts or any other city. Please note that users might want to search offers from other regions. - **Extended geotargeting** is enabled in the campaign. In the search results, this option lets you serve ads for queries that include the name of a display region, even if the user is located in a different region. The campaign uses the _amusement park_ keyword and Moscow is set as the targeting region. In this case, your ad will be served to Moscow residents who search for amusement parks and to people in other regions who search for amusement parks in Moscow (that use such queries as _amusement park Moscow_, _amusement park in Moscow_, and so on). In ad networks, extended geotargeting lets you serve ads to a user taking into account the location they frequent, regardless of where they are currently located. [How geotargeting works](https://yandex.com/support/direct/en/efficiency/geotargeting.md#how-it-works). - Activation after the region change is still in progress, and impressions continue in the previous region. The system needs some time to apply the changes. Activation can take up to 180 minutes under Section 3.12.1 of the [Ad Serving Rules](https://yandex.com/legal/direct_display_rules_ch/). Therefore, if you changed the display region less than three hours ago, impressions might continue in the previous region. {% endcut %} {% cut "Why does the “Search queries” report include other cities where my ads shouldn't be displayed?" %} Yandex Direct ads are served when a user's search contains a keyword that you set in its entirety. For example, your campaign uses the keyword _bicycle repair_, and the city of Saint Petersburg is listed as the targeting region. The ad will be displayed for the queries that include the keyword _bicycle repair_ and other words, including the names of cities. The ad might be displayed on the search results page, if the user is in Saint Petersburg and enters the query _bicycle repair in Kazan_, _Bicycle repair in Tver_, and so on. Perhaps the user is in one region and looks for products or services in other cities. To exclude such impressions, add the non-target words to the list of [negative keywords](https://yandex.com/support/direct/en/keywords/negative-keywords.md). {% endcut %} {% endcut %} {% cut "Similar ads" %} Ads from the same or different advertisers can be recognized as similar if, at the same time: - They promote the same or similar products and services advertised and sold in the same region. - They are placed with the same or overlapping keywords. - They contain links to the same or similar advertiser sites. Yandex Direct may flag your ads as similar to other ads under Section 3.11 of the [Ad Serving Rules](https://yandex.com/legal/direct_display_rules_ch/). If your ad is found similar to others, it might not be shown. The search results show the ad that has the best combination of [click-through rate (CTR)](*ctr), [quality coefficient](*ad-quality-coefficient), and [bid per click](*rate). {% endcut %} #### Have questions? {#questions} {% note alert %} Our customer support can only assist you with campaigns linked to the username you are contacting us from. You can check your username by opening [ya.ru](http://ya.ru/) in another browser tab. Our team can access your data only when processing your request. {% endnote %} Scan the QR code or tap it to follow the link.
If you select Telegram or WhatsApp, keep in mind that Yandex does not control and is not liable for how third-party messengers store your data and chat history.
{% cut "Call" %} You can contact us from 10:00 to 19:00 (UTC+3) by phone: **Moscow**: [+7 495 139-91-93](tel:+74951399193) **Russia**: [8 (800) 700-47-45](tel:88007004745) (toll-free within Russia) To access campaigns, the customer service specialist will need your [PIN](https://yandex.com/support/direct/en/troubleshooting/pin-code.md). {% endcut %}
{% cut "Leave a message" %} {% endcut %}


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  [*ctr]: 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. [*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. [*rate]: The maximum cost per click or the cost per thousand impressions. Bids are either set manually by the advertiser or automatically by the system depending on your display strategy settings. [*трафарет]: Each individual option of showing search results. The SERP layout is matched to the user and the promotion category. In each case, the system shows the variant of search results that best balances user satisfaction with promotion effectiveness. [Learn more](#patterns) [*CPM]: The cost for the display campaign ad placement that is actually charged to the advertiser. Calculated according to the [auction rules](https://yandex.com/support/direct/en/technologies-and-services/vcg-auction.md). [*ctr__if-similar-best]: 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. [*ad-quality-coefficient__if-similar-best]: 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. [*rate__if-similar-best]: The maximum cost per click or the cost per thousand impressions. Bids are either set manually by the advertiser or automatically by the system depending on your display strategy settings. [*ctr__if-similar-best-2]: 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. [*ad-quality-coefficient__if-similar-best-2]: 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. [*rate__if-similar-best-2]: The maximum cost per click or the cost per thousand impressions. Bids are either set manually by the advertiser or automatically by the system depending on your display strategy settings.