Setting impression criteria
Text & Image ads are served in search results and in advertising networks.
In search results, ads are shown for search queries that contain the entire keywords you have specified. For example, if you set the keyword tours to outerspace for an ad group, your ads will be triggered by search queries like tours to outerspace or discount tours to outerspace, but they will not be triggered by searches for tours or outerspace.
You can enable autotargeting instead of choosing the keywords. Based on your ad text and the advertised site page, Yandex.Direct will select suitable keywords and serve your ads when users search for them.
- Ad networks
In ad networks, keywords ensure that your ads are served on sites with content that matches your keywords.
Additionally, ads in networks can be served based on retargeting lists. This means that ads are only shown to selected users, such as people who performed specific actions on the website.
Also, you can target your ads in ad networks based on your users' short-term interests: you can show relevant ads to people who have been looking for your products or services just now or over the last few days. You can use interests as separate impression criteria or combine them with keywords to increase your reach.