Autotargeting

Autotargeting is an ad serving technology that doesn't use 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. Using autotargeting, you can attract additional targeted traffic by serving ads to an audience not easily reached through keywords.

How it works

Autotargeting runs in parallel with keywords and has equal priority. Statistics for autotargeting impressions are calculated separately.

Setting up autotargeting in search results

Query categories

In the settings, you can choose a specific query category to enable autotargeting for or leave all categories enabled:

• Targeted queries: The ad perfectly meets the user queries. For example, for the advertiser in-space.ru running the “Space travel” ad, the targeted query would be buy a space tour.
• Narrow queries: The ad is broader than the user query. For example, for the advertiser in-space.ru running the “Space travel” ad, a narrow query would be buy a romantic space tour.

  Previously, these fell under targeted queries. Because of this, existing campaigns with configured targeted queries now include both the narrow and targeted categories. You can change this if necessary.

• Broad queries: Queries showing interest in a product exemplified by the ad. For example, choose a tour.
• Alternative queries: The user is looking for a product that can be replaced by the advertised product. The ad might also meet the query in this case. For example, buy an underwater tour.
• Related queries: Queries for products that might interest the user in relation to the advertised product or service. For example, buy a spacesuit.

If you add Text & Image ads to the group, you can see examples of queries that would trigger autotargeting for each category.

You can select query categories for multiple ad groups at once using bulk actions, Direct Commander, or the Yandex Direct API.

Brand mentions in Yandex Search queries

These settings are available for text & image ads, dynamic ads, and unified performance campaigns. In the settings section, you can select the type of queries to serve your ads for. These can be queries mentioning your brand, mentioning a competitor brand, or not mentioning any brands. For example, you can use autotargeting in separate campaigns for brand search queries, or you can combine categories that mention both your brand and a competitor brand.

To serve ads without filtering by brand, enable all options.

Brand queries are search terms directly related to a company's brand. These include searches where the company ranks first in organic search results or is the manufacturer of the product being searched for. For example, if you launch ads for your “Good ads” service that helps configure Yandex Direct, then the query Good ads is a brand query for your campaign, while the query Yandex Direct isn't.

If you operate an aggregator or marketplace, the brands in your selection aren't your competitors. This means that even with brand filtering, your ads may still show for queries that include brand names featured in your selection. To prevent this, use negative keywords.

For example, suppose you're running an aggregator of space trips offered by various travel agencies. If you only enable the Queries that mention your brand option, impressions can be served for queries containing the name of either your brand or the brand of the travel agency. If you have the Queries that don't mention your brand or competing brands option selected, impressions are exclusively served for queries containing only the name of the travel agency.

Examples of filtering by brand

Your brand: Cosmotour

Competitor brand: Galactica

Travel agency brand: MarsRover

Option	Examples of queries for which the ad can be served	Examples of queries for which the ad can't be served
Queries that mention your brand	Cosmotour trips to mars	MarsRover trips to mars
	MarsRover Cosmotour trips	trips to mars
		Galactica trips
Queries mentioning competing brands	Galactica trips to mars	MarsRover trips to mars
	MarsRover Galactica trips	trips to mars
		Cosmotour trips
Queries that don't mention your brand or competing brands	trips to mars	Cosmotour trips
	MarsRover trips to mars	Galactica trips to mars
		MarsRover Galactica

Option	Examples of queries for which the ad can be served	Examples of queries for which the ad can't be served
Queries that mention your brand	Cosmotour trips to mars	MarsRover trips to mars
	MarsRover Cosmotour trips	trips to mars
		Galactica trips
Queries mentioning competing brands	Galactica trips to mars	MarsRover trips to mars
	MarsRover Galactica trips	trips to mars
		Cosmotour trips
Queries that don't mention your brand or competing brands	trips to mars	Cosmotour trips
	MarsRover trips to mars	Galactica trips to mars
		MarsRover Galactica

Examples of autotargeting queries in different categories will vary depending on the brand mention settings.

You can select the updated query categories and brand mention settings for multiple ad groups at once using bulk actions, Direct Commander, or the Yandex Direct API.

Query examples: in a separate window or as a file

You can view examples of queries for text and image ads, dynamic ads, or unified performance campaigns (if the group includes ads) in a separate window or download them as an XLSX file from the block to the right of the category settings. Examples are generated based on your provided texts, headlines, links, brand mention settings, and negative keywords. The window and file contains examples of queries for each category. Refer to these examples to choose the right category and add more negative keywords if you need to.

If necessary, you can tweak your settings and view new examples or download an updated version of the file. You don't have to save your changes to the group for the file to be updated.

Keep in mind that any narrowing of targetings, including disabling autotargeting categories, decreases your coverage and might lower the effectiveness of your campaign. Disable a category only if it's inefficient — for example, if it exceeds the average price per install or brings non-targeted clicks.

How to set up autotargeting in a campaign

Autotargeting is available for the following campaign types on search and in ad networks:

Site ads

When you set up site ads in the Campaign Wizard, autotargeting is enabled by default, with all categories selected. To disable autotargeting categories:

1. Under Define your audience, select Manual setup for the Audience parameter.
2. Under Exceptions, select the categories for which you want to disable impressions.
3. Save your changes.

Ads for mobile apps

When setting up app ads, autotargeting is enabled by default. You can manage autotargeting categories, but you can't disable impressions for targeted queries.

To select autotargeting categories:

1. Under Define your audience, select Advanced audience settings.
2. Select the Targeting categories for which you want to display ads.
3. Save your changes.

Unified performance campaign

Autotargeting is a mandatory condition for placement in search results or in both search results and ad networks. You must select at least one query category for each ad group. When you switch placement from Yandex Advertising Network to Yandex Search, autotargeting is automatically enabled for all query categories in each group. We recommend double-checking the settings when you change the placement location. You can only disable autotargeting for campaigns served in ad networks.

1. To enable autotargeting in search results, select the query categories to apply it to.

   If ads are added to the group, you can see examples of queries that would trigger autotargeting for each category.

2. Under Brand mention in Yandex Search queries, select the type of queries to serve your ads for. These can be queries mentioning your brand, mentioning a competitor brand, or not mentioning any brands. For example, you can use autotargeting in separate campaigns for brand search queries,

   To serve ads without filtering by brand, enable all options.

3. Save your changes.

You can also enable autotargeting on the campaign page or on the Bids and keywords tab.

You can select query categories and brand mention settings in multiple ad groups using bulk actions, Direct Commander, or the Yandex Direct API.

Dynamic ads

Autotargeting for dynamic ads is configured at the group level, on the campaign page, or on the Bids and keywords tab. When you create a new ad group, autotargeting is enabled by default.

1. To enable autotargeting, select the query categories where you want to use it. You must select at least one category.

   If ads are added to the group, you can see examples of queries that would trigger autotargeting for each category.

2. Under Brand mention in Yandex Search queries, select the type of queries to serve your ads for. These can be queries mentioning your brand, mentioning a competitor brand, or not mentioning any brands. For example, you can use autotargeting in separate campaigns for brand search queries,

   To serve ads without filtering by brand, enable all options.

3. Save your changes.

Text & Image ads

Autotargeting is a mandatory condition for placement in search results or in both search results and ad networks. You must select at least one query category for each ad group. When you switch placement from Yandex Advertising Network to Yandex Search, autotargeting is automatically enabled for all query categories in each group. We recommend double-checking the settings when you change the placement location. You can only disable autotargeting for campaigns served in ad networks.

Managing bids in a manual strategy

When using a manual strategy, set a bid for autotargeting in search results. In ad networks, the bid is set automatically.

For autotargeting in search results, automatic bids are enabled by default. The automatic bid is calculated as the group's weighted average bid per click before any adjustments:

Bid = (Bid1 × Clicks1 + Bid2 × Clicks2 + ... + Bid(n) × Clicks(n)) / (Clicks1 + Clicks2 + ... + Clicks(n)), where

• "Bid" is the bid for the keyword.
• "Clicks" is the number of clicks.

Let's say a group has two keywords:

1. Buy a trip to space with a bid of 50 rubles and 5 clicks.

2. Buy a trip to Mars with a bid of 100 rubles and 10 clicks.

The automatic bid for autotargeting in this group is calculated as follows: (50 × 5 + 100 × 10)/15 = 83.3 rubles.

The automatic bid can't exceed the maximum bid for any keyword in the group. This value is constantly updated, because it's determined not only by the bids themselves, but also by the number of clicks for each keyword in the group.

To set a bid manually:

1. In the campaign list, select the campaigns and switch to the Bids and keywords tab.
2. In the --autotargeting line, click the icon next to the bid value.
3. Switch to “Manual bid”, enter your bid, and click Apply.

You can also change the bid using the Bid Wizard, Direct Commander, or the Yandex Direct API.

As with bids for keywords, all adjustments configured at the campaign or group level also apply to the automatic bids.

We recommend setting the autotargeting bid at about the same level as the keyword bid.

If bids for keywords are not configured within the group, Yandex Direct algorithms will automatically select an optimal bid.

How to analyze the effectiveness of autotargeting

Learn more about evaluating campaign performance