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Target audience impressions

You can serve your ads to a pre-selected audience or an audience that has visited the site and already completed certain actions. You can show users different ads depending on their behavior while visiting the site. These ads will only be displayed in the ad networks (Yandex Advertising Network and ad exchanges).

Target audience settings can help you solve different tasks in advance, for example:

  • Increase your conversion rate among customers who visited your site but didn't take you up on your advertised offer by showing them ads that will prompt them to act.

  • Increase the number of contacts that a visitor makes with a given brand to strengthen their associations with it. For those visiting your site for the first time, you can show ad-reminders regarding new products or sales.

  • Increase the number of product reviews and recommendations. It makes sense to recommend additional goods or services to those who successfully completed purchases before, as well as motivate them to share site information with their friends.

Target audiences can noticeably increase your ad performance. According to our data, the conversion rate increases by an average of 35% among those visiting a site for the second or subsequent times.


Target audience settings aren't used for ads of a personal nature (such as medicine, dating, gifts and suprises, and so on).

How does target audience work?

Target audience provides you with a combination of goals and segments from Yandex.Metrica, and segments from Yandex.Audience. You can use them to create a category of potential clients that you are interested in.

Goals and segments in Yandex.Metrica

Install a Yandex.Metrica counter on each page of your site. Configure goals or create segments which you want to use for displaying ads. Please note: you can only use simple (not multi-step) goals for your target audience criteria.

Goals describe the behavior of each user on your site, for example:

  • opening a page with a promotion
  • adding a product with a discount to the basket
  • starting a new order

You can set a goal of a user viewing pages that show discounts

Segments characterize each user and their session, such as:

  • from which resource a user was redirected to the site (social networks, Yandex search, etc.)

  • which device a user used for viewing the site (mobile phone, desktop, etc.) including its operating system and web browser

  • a user's social and demographic parameters, like age and gender

You can create a segment for traffic from social networks

Traffic that satisfies configured goals or segments is automatically combined into a group to create a target audience. All you need to do is to link these groups to the relevant ads in the Yandex.Direct interface.

Yandex.Audience segments

Upload data to Yandex.Audience about potential clients that you are interested in and create a segment. Users that you are interested in, which are in the contacts of your Yandex account, will be included in this segment. To serve your ads precisely to these people, choose the created segment in the target audience for these ads.

If you already have Yandex.Audience segments, you can find new potential clients with the help of Look-alike technology. For example, if you have a segment containing contact details of regular customers, you can create a new segment with the contact details of people who are close to them in terms of interests and behavior on the internet.

By using different goals and segments, you can more accurately identify the audience you are interested in and create a personalized advertising message for them.


Increasing the number of ad impressions criteria will narrow your audience coverage.

Impression statistics for a target audience are available in the By phrase report.

How to create a target audience

You can add a target audience to an ad on the ad creation or ad editing page. On the ad editing page, choose Target audienceAdd. In the window that opens, click + add set.

A target audience can contain one or more rule sets joined by the AND operator (no more than 50). Each rule set can use Yandex.Metrica goals or segments, Yandex.Audience segments, or a combination of the two (no more than 250).

The system provides multiple modes for ad displaying criteria — All fulfilled, At least one fulfilled or None fulfilled.


A target audience in which all the rule sets have the None fulfilled criteria can only be used for bid adjustments.

For each Yandex.Metrica goal or segment, set a period from 1 to 90 days. Ads will be served to the audience that fulfills the specified criteria for this period. A specific time interval can be set for a goal conversion or a segment, for example, a period from 7 to 14 days ago. You need to create two groups to do this. Add a goal with a period of 14 days and the At least one fulfilled criteria to the first group. For the second group, add a period of 7 days and the None fulfilled criteria.

The criteria will be added to the ad after saving. All created criteria can be viewed on My campaignsRetargeting lists. A retargeting list can be added to any number of ads in one or more campaigns. You can create a maximum of 2000 retargeting lists per account. You can add up to 50 retargeting lists to an ad group.

If there are no goals or segments available for your username, create them in Yandex.Metrica or in Yandex.Audience. You can also request access to already existing Yandex.Metrica goals or segments on another Yandex.Metrica counter. To do this, go to My campaignsRetargeting listsGet access to Metrica goals.

Features of configuring retargeting lists by Yandex.Metrica goals

If in Yandex.Metrica you combine several goals, only users that fulfilled all these goals in one session will end up in the sample. For example, if a segment was created in Yandex.Metrica with two goals to be fulfilled, which are “Visit a promotional page” and “Order an item with a discount”, then the selection will include only users who have both visited a promotional page and ordered an item with a discount in a single session.

To include those visitors who have fulfilled both criteria independent from the time period, create the following two separate criteria in Yandex.Metrica: “Visit a promotional page” and “Order an item with a discount” and then combine them in Yandex.Direct.

You cannot create goals with negative criteria in Yandex.Metrica, for example “Item not purchased”. Instead, create a new goal with the positive criteria “Purchase made” and add the negative state in Yandex.Direct: “Purchase made” — None fulfilled.

Setting bids

Retargeting lists allow you to find users that may be considered potential customers for you (for example, they have already been on your site). By increasing bids for ads with retargeting lists, you will be able to reach more users interested in your product or service and serve them more relevant ads. You can set the CPC for each retargeting list if you use a strategy with manual bid management.

Therefore, it is important to take into account the value of attracting users from different target groups. For example, users interested in expensive goods or services can be regarded as a more valuable audience. It is justifiable to set higher bids for such a group to get better quality sites and display positions.


It is possible for one user to satisfy the conditions for the display of several different ads. Such a user will likely be shown a higher bid ad, meaning that it is intended for a more valuable target group (from the point of view of the advertiser).

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