Setting impression criteria

By default, ads on search are served based on autotargeting. Based on your ad text and landing page, Yandex.Direct will automatically manage your ad impressions.

You can also add keywords and your ads will be served when a user enters a search term that contains one of the keywords you set in its entirety. For example, if you set the keyword tours to outerspace for an ad group, your ads will be triggered by the search queries tours to outerspace, discount tours to outerspace, etc., but they will not be triggered by searches for tours or outerspace.

You can serve ads for mobile apps in networks to users with certain mobile app interests. For example, you can advertise a running app to people who are already interested in “Sport” apps. We recommend that you always select the “Broad interests” category, as it will ensure that your ad reaches a significant portion of your audience.

Additionally, ads may display in networks based on keywords or retargeting lists.