Set up impression criteria
Text & Image ads are served in search results and in advertising networks.
- Search results
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 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 enable autotargeting instead of choosing the keywords. Based on your ad text and landing page, Yandex.Direct will select suitable keywords and serve your ads when users enter 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 completed specific actions on a site.