Autotargeting

This feature is currently in beta testing.

Autotargeting is a tool which allows you to serve ads on Yandex search and Yandex Advertising Network search sites without adding keywords. 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.

Autotargeting is disabled for new ad campaigns. You can enable this feature on the ad group editing page. Autotargeting requires up to two days before it can start working in order to collect statistics.

How it works

Autotargeting is based on a special mathematical algorithm which forecasts the likelihood of a click-through on a particular search query for each ad. Yandex.Direct analyzes the ad text and information on the advertised site page when creating its forecast. Based on the obtained information, Yandex.Direct then selects the most suitable search queries and serves ads in response to them.

Autotargeting can function alongside keywords which you have added to an ad group. When selecting ads to be served, a keyword that has been added by the advertiser has priority over ads served through autotargeting.

A default keyword will be inserted when serving ads for autotargeting made from templates.

Setting bids

For automatic strategies you can configure priority for autotargeting impressions, while the CPC is determined automatically in accordance with the preset strategy settings.

If you employ a strategy with manual bid management, then you can set the CPC for autotargeting impressions. The maximum bid when serving ads via autotargeting does not exceed the CPC set by you.

Quality factors like CTR forecast for impressions for a given search query and ad quality coeffiecient, as well as competition from other advertisers, affect click price.

Impression statistics

You can obtain information on autotargeting impressions in the Search queries report. This report contains the search queries entered on Yandex search (excluding search partners) for which your ads were served. Based on this information you can fill up your list of keywords in your campaign, identify irrelevant search queries and add them to negative keywords for campaigns or ad groups.

For example, don't add keywords to a new ad campaign, and instead enable autotargeting. Based on the information in the report, create a list of keywords and add them to your ad group with separate bids for each keyword.

Detailed impression statistics on autotargeting can be seen in the Report Wizard, by adding the filter Type of impressions criteria → Autotargeting.