Targeting by app category

Targeting by app category helps you reach the target audience of your ads for mobile apps. It allows you to serve a specific ad to people with particular preferences. You can increase the coverage of mobile app ads by showing ads to users who are interested in a particular category or type of app. For example, you can advertise a running app to people who are already interested in apps that fall under the category of “Sport”.

Serving ads based on interests is available only on ad networks (Yandex Advertising Network and ad exchanges).

How to select app categories

Targeting by app category is only available for ads for mobile apps. To get started, go to the ad editing or creation page, and choose the categories you need from the Interests section.

For example, for advertising an app for running, you can select the following interest categories:

  • Sport

  • Entertainment

  • Health & fitness

  • Lifestyle

  • Broad interests

Research by Yandex shows that a significant number of users do not limit their interests to just one or two app categories. For these users, Yandex.Direct has the “Broad interests” category. It's recommended that you always select this category when configuring targeting by app category, as it will ensure that your ad reaches a significant portion of your audience.

You can add categories to several ads all at once with XLS/XLSX files or via the Yandex.Direct API.

Setting bids and viewing statistics

By setting high bids for ads targeted at specific interests, you will be able to reach more interested users and serve ads that are more relevant to them. You can set the CPC for each category if you are using a strategy with manual bid management, or assign priorities to each category for automatic strategies.

When setting bids, it's important to take into account the value of attracting users from different target groups. For example, users which are interested in specifically one category that is relevant to your app can be considered a more valuable audience. Therefore it is justifiable to set higher bids for such a group to get better quality sites and display positions.

To view statistics on categories in the Report Wizard, use the Interests filter.