Autotargeting

Autotargeting is a tool which allows you automatically serve ads on Yandex search and the Yandex Advertising Network search sites without adding keywords. Based on your ad text and the advertised site page, Yandex.Direct will select suitable search queries and serve your ads in response to them.

How it works

Autotargeting is based on a special mathematical algorithm which forecasts the likelihood of a click-through for 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 that information, Yandex.Direct then selects the most suitable search queries and serves ads when users type them in.

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.

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

How to activate it

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

You can only enable mass autotargeting for a few ad groups. To do this, go to your campaign page, mark the appropriate groups, select Set up autotargeting in the Action field and click Apply.

Setting bids

For automatic strategies, you can give serving priority to autotargeted ads. The CPC will be determined automatically in accordance with the strategy settings you set.

If you use a manual bid management strategy, then you can set a CPC for ads served based on autotargeting. The maximum bid for autotargeted ads will not exceed the CPC you set.

Click price is affected by quality factors like the CTR forecast for ads served using that search term, the ad quality coeffiecient, and competition from other advertisers.

Impression statistics

You can view autotargeting statistics in the Search queries report. It contains the Yandex search terms that your ad was served for. Based on this information you can fill out your list of campaign keywords, identify irrelevant search queries, and add them to your negative keywords for campaigns or ad groups.

For example, you may decide to enable autotargeting rather than add keywords to a new ad campaign. 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 autotargeting statistics are available in the Report Wizard. Just filter by Impression criteria type → Autotargeting. We recommend paying attention to the conversion and goal price data.