Impressions on mobile devices

Yandex.Direct ads are shown both on desktops (desktop computers and laptops), tablets, and on phones (mobile phones and smartphones). You can enhance your advertising campaigns with ads for mobile devices with separate advertising text and landing pages.

If your campaign contains both mobile and regular ads, then the system will give preference to mobile ads when they are served on phones and regular ads when they are served on computers and tablets. Even if the user is on the regular version of Yandex on their mobile phone, the mobile bid rate will apply for impressions.

The same settings and prices are applicable to ads on computers and tablets, while prices for mobile ads (on mobile phones) can be adjusted separately.

What an ad looks like

Ads are displayed in the search results, but not as many are shown in the mobile version of Yandex — there are two ads in the Premium Placement block and one in the Guaranteed Placement block.

Ads on Yandex's mobile search will look like this:

When displaying ads in the ad networks (YAN and ad exchanges), the ads can be enhanced with images, depending on the settings of the ad platforms where the ads are displayed.

An effective mobile ad contains a concise and clear text which is easy to read on a mobile phone screen. You can add up to four sitelinks that lead to pages of the advertised site. Please note that, on mobile sites, only as many sitelinks that you can fit on one line will be displayed.

If you add a vCard to your ads, users will be able to quickly get in touch with you. To make a call, just click on the telephone icon .

Creating ads for mobile devices

When creating a new ad, check the Mobile ad box and the system will give priority to this ad to be displayed on mobile phones.

It is important that the ad group contains not only mobile ads, but also “regular” ads. Then the system will distribute the traffic between them correctly: the mobile ads will be displayed on mobile phones and the regular ads on all other devices.

If only mobile ads are created in the group, one of them will be displayed on the computer, and the position price will be generated taking into account click-throughs from computer computers. If the group does not contain a special mobile ad, one of the “regular” ads will be displayed on mobile devices.

You can experiment with the bid ratio to get the required number of click-throughs from mobile phones. It is impossible to completely disable impressions on one type of device.


Only new ads can be designated as mobile ads. The ad type cannot be edited later.

The impressions statistics reports for mobile ads are available at the Request reports link at the bottom of the My campaigns page.