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.

You can also target your ads in ad networks based on the users' short-term interests and habits: you can show relevant ads to people who are looking for your products or services now or have recently searched for them. You can use interests and habits as separate impression criteria or combine them with keywords to increase your reach.

Yandex.Direct can also serve ads based on geo targeting, user preferences, or time targeting.