Autotargeting

Autotargeting is a tool that allows you to show ads on Yandex search automatically without adding keywords. You don't have to worry about which search queries should trigger your ad. With autotargeting, the system will select the search terms that trigger your ads and try to get you as many targeted click-throughs as possible.

Autotargeting is suitable for both new campaigns and those that have been running for a long time.

How it works

Autotargeting is based on a special mathematical algorithm. It analyzes ad data: the title, ad text, and information on the advertised webpage. Based on this data, the algorithm predicts the likelihood of a click-through from a particular search term, selects the most appropriate terms, and displays ads based on them.

For example, an ad with a text about space travel that leads to in-space.ru will be displayed when someone searches for tours to Mars because it is likely that they may click on it.

Autotargeting or additional relevant keywords

Autotargeting and additional relevant keywords function differently and can be included in campaigns separately or together.


	Autotargeting	Related keywords
Search for a suitable search term
Works without keywords
Helps you find new keywords

How to enable autotargeting

Autotargeting is disabled for new ad campaigns. You can activate it on the page where you edit ad groups for “Text & Image Ads” and “Ads for Mobile Apps” campaigns.

You can use autotargeting with new campaigns, as well as those that are already running.

You may decide to enable autotargeting rather than add keywords to a new ad campaign. Ads start displaying when users enters related search queries.

Create several ads with different texts in the group. The more texts you write, the better the algorithm will work.
Turn on autotargeting on the page where you edit ad groups.
Set a bid. We recommend using automatic strategies. You set the priority for impressions based on autotargeting and the bid is determined automatically according to the preset strategy settings. If you manage your bids manually, then you can set a bid for ads served based on autotargeting. We recommend setting bids that are comparable to your keyword bids.
Use statistics to put a list of keywords together and then add them to an ad group.

Autotargeting can function alongside keywords that you 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.

Select the groups that you want to enable autotargeting for. To do this, go to your campaign page, mark the appropriate groups, select Enable autotargeting in the Action field and click Apply.
Set a bid. We recommend using automatic strategies. You set the priority for impressions based on autotargeting and the bid is determined automatically according to the preset strategy settings. If you manage your bids manually, then you can set a bid for ads served based on autotargeting. We recommend setting bids that are comparable to your keyword bids.
By focusing on statistics, you can select target queries that you forgot to add to the campaign (for example, variations of brand names).

What to do after you enable autotargeting

After you enable autotargeting, ads will start being displayed on Yandex search. To achieve the best results, the system conducts a detailed set of calculations that are used to optimize your settings regularly. This is why we recommend that you leave autotargeting turned on for a few weeks.

You can view autotargeting statistics in the Report wizard and the Search queries report. When you look at reports, we recommend paying attention to the conversion and goal price data. For example, in the Report Wizard, add Conversion (%), Goal cost, and Conversions columns to the report and compare them to the impressions for keywords and autotargeting. You can add a list of keywords from among high conversion terms that were selected by autotargeting.

In the statistics, you may see single impressions that were triggered by unsuitable or very general search terms. You can add these terms to your negative keywords for a campaign or ad groupto avoid showing ads based on them.