Questions and answers

How much does it cost to place a display ad?

Yandex.Direct display cost is not fixed; it is determined based on the results of an auction among advertisers. It is a "Second Price Plus" auction: the winner pays the nearest competitor's bid + the bid increment.

You can choose your own bid per thousand impressions and campaign budget. More information

Where will my banners be displayed?

Ads are placed on Yandex services and Advertising Network sites strictly moderated to screen out any adverse environment. Impressions on different screens, e.g., smartphones, tablets, computers, Smart TV, help you amplify the impact on the target audience and increase the reach.

Read more about Yandex Advertising Network

Is there any protection against fraudulent impressions?

Yandex takes ad placement security very seriously and applies multi-stage filters to eliminate fraudulent and erroneous impressions and clicks. Impressions identified by Yandex.Direct as invalid are not included into statistical reports and advertisers are not charged for them.

Learn more about fraud protection.

What is the difference between display banners and image ads?

Display campaigns target the top part of the marketing funnel, e.g., increasing of brand awareness and driving demand. Display campaign settings allow you to reach a broad lead audience: target impressions on a user profile, use dedicated strategies, i.e. Maximize impressions for lowest price or Decrease price for repeat impressions. For a segment of users who have watched a display banner, you can build different scenarios for further interaction.

How can I target my mobile audience?

Using bid adjustments for different types of devices, you can run separate ad campaigns on smartphones and other devices (computers, tablets, Smart TV, etc.). You can fit advertising messaging to your mobile audience, adapt creatives and landing pages, and change your targeting settings.

More information about bid adjustments

Can I continue communicating people who already watched my display ads?

You can accumulate a segment of users who have seen your display ads to build further communication scenarios, e.g., by targeting contextual ads or adjusting bids for that segment.

To accumulate a segment of users who have seen the banner, create a pixel in Yandex.Audience, and specify it in your ad settings.

Read more about audience accumulation

How is frequency-capping applied to a display campaign?

You can limit the number of times your ad will be served to a given user over the course of your ad campaign or over a particular number of days (not more than 30).

Frequency-capping is applied on a cross-device basis, hence the number of impressions per individual would not exceed the given number of times.

The frequency cap applies to all ads in the campaign.

Learn more about frequency capping

Why is my frequency cap not met?

Make sure to review impression statistics over the period specified in the campaign settings. For example, if the frequency cap is 3 times in 7 days, you have to review 7-day statistics.

The statistics may display a slight increase in the limit due to how the algorithm that determines what users are on different devices works.

If you limit impressions for the entire period that your campaign is running, the limit may be exceeded if ads are served for longer than a month.

I don't have time to figure out all these details, is there anyone that can help me?

If you place ads in Yandex.Direct yourself, feel free to get assistance from our Customer Service Department. We will answer your questions and give you recommendations on further placement.

You can also contact our partners. Yandex cooperates with numerous advertising agencies around the world.