Display problems

How to check if your ad is being displayed

An ad can be shown in Yandex search results and in the ad networks (Yandex Advertising Network and ad exchanges). A detailed description can be found in theAd Serving Rules.

All impressions of your ads are shown in statistics reports. You can see, for example, how many impressions took place in a certain period, for which keywords, and in which regions.

The most common reasons why an ad is not being displayed

How to make ads show up in more noticeable positions

Ad has not displayed

The most common reasons why an ad that has passed moderation is not being displayed are:

the ad has not been activated yet
If you have recently paid for or turned on the ad, the ad may just not have been activated yet. It takes on average about 40 minutes for an ad to appear in the search results after activation. The maximum time for an ad to pass through the activation process is 3 hours.
the ad was not on the first page of Yandex search results
Check your ad impression numbers on the View all ads page of Yandex.Direct (you can search by keywords). If you still have any questions about your ad position or you would like to change it, use the feedback form.
the order is not paid for
Ads will only be displayed after you pay for the advertising campaign. If you paid for order using a bank or internet banking, then your ad will start displaying as soon as we receive payment confirmation. Payment information is checked every three hours by the online statement system.
low funds
If there aren't much funds left in the shared account, the campaign account, the daily shared account budget, or the daily or weekly budget, then Yandex.Direct in some cases may not serve ads in order to avoid overspending. When necessary, top up your account.
the time and the region of the ad display do not correspond to the time and region settings in the browser
The current time or day of the week may not correspond to the display time of the ads of your campaign. The region setting of your browser, must match the display region of your ad.

Detailed information is provided in the Why are my ads not displayed? section.

If you could not find the answer to your question, please call +7 (495) 780-65-20. We will be happy to help solve the problem.

You can also write to us using the feedback form.

Tip. If your ad did not pass moderation, you can find out the reasons why it was rejected by clicking on How to fix it in the rejected ad. You can ask questions about moderation using this form.

Ad is not displayed in the desired position

Your ad may be shown both on search results pages and in the ad networks (YAN and ad exchanges).

You can view the average ad position on search in the Report Wizard. An insufficiently high position might be due to low bids or peculiarities of the selected display strategy.

The bid you set is not high enough for your ad to display in the desired position.

The impression location depends on how much you bid. For your ad to be displayed in the desired position, you need to not only select the right strategy but also set a price per click that is equal to or higher than the price recommended in the Direct interface.

For example, if you set a bid less than the one recommended by the system for Guaranteed Placement, the ad will only appear in Dynamic Impressions (regardless of the chosen strategy).

It is important to monitor price changes for the positions you are interested in and, if necessary, update your bid settings. You can set up notifications under Campaign parameters to keep track of your ad positions.

Automatic strategy selected

This automatic bid management strategy is not designed to ensure that your ads maintain certain positions within search results, but rather to net you the maximum number of targeted clicks and impressions within your set budget. The bid for each keyword is determined automatically and can be insufficient for displays in high positions (premium placement or guaranteed impressions).

Automatic strategies allow you to set priorities for certain keywords, but it's important to remember that a high priority doesn't ensure a high position in Guaranteed impressions or Premium placement. Rather, this setting increases the weight of these phrases over others when allocating the budget. Whenever possible, the system displays keywords with a high priority in more noticeable positions, and lowers bids for keywords with medium and low priority.

If you want to manage impression position yourself, you can select the manual bid management strategy and set bids at your own discretion.

Forecast does not take into account extended geotargeting

The CPC for a specific position is the forecasted bid that will allow your ad to win this position. The forecast for position prices in search results only uses ads that have the same display regions as your ad or campaign. Ads that could be served from other regions (when extended geotargeting is enabled) participate in the auction, but they are not included in the forecast of position prices. This means that sometimes the ad might not win the desired position, even if your bid is high enough.

The forecast does not take behavioral factors into account

Yandex.Direct tries to serve ads to every user whose interests and searches match the ad content. That's why when choosing a display position, the system accounts for behavioral factors: the user's search history, visited sites, and social-demographic profile (gender, age, city of residence, etc.) Behavioral factors are not factored into the price forecast in the interface since they differ from one impression to the next. That's why in some cases ads may end up higher or lower than the preferred position.

Why has an age restriction appearred?

The 18+ rating is added automatically to all ads advertising the below listed products:

  • games, music and movies
  • concerts, shows, sports events and other entertainment events
  • print media (newspapers, magazines and books)
  • specific TV and radio programs and shows
  • databases and computer programs

The indication “Consult a Specialist: Food for babies over 11 months old” is added by default to baby food ads.

Change 18+ to other values

If your products are intended for consumers under 18 years of age, you can change the age restriction yourself on the advertising campaign page.

Just click on the notification and select the appropriate value.

Delete age restriction

Age restrictions cannot be deleted if a media product is the subject of your ad. If necessary, you can change the age restriction.


If your ad does not concern media products and you believe the age restriction was added by mistake, please fill out the form below to remove the restriction.

Why has a warning appearred?

As required by law, age restrictions are added automatically to ads that fall into to the following categories:

  • medical care

  • medical products

  • medicinal substances

  • dietary supplements

  • infant formula and baby food

  • products which resemble weapons

  • financial services

  • shared-equity construction and new construction


If the age restriction was added in error, please let us know using the form below.

“Rarely served” has appeared

Ad groups marked "Rarely served" means that they have low search traffic or ads aren't being served at all.

Before marking your ad groups as “Rarely served”, the system evaluates accumulated statistics on your ad group's impressions. This process is updated automatically. The system periodically tries to serve ads from the group. If the amount of impressions in an ad group increases, then the group becomes active again.

Recommended bids and statistics for ad groups marked in this way are not available for 28 days. Accumulated statistics can be seen in the Report Wizard.

You can increase impressions by making changes to your ad group settings. Yandex.Direct gives the following recommendations on what to do in descending order of importance.

Select different keywords

It is possible that your selected keywords do not appear frequently in search queries, or are too specific for impressions in networks. Try adding other keywords or make sure that operators or negative keywords are not limiting your keywords more than necessary. We recommend using the keyword statistics service when creating a list of keywords. You can see how many people per month search for a given phrase, and what similar search queries are used.

Combine keywords

Keywords that are not used frequently can be combined into one ad group so that together they can receive enough traffic to remain active. Using templates, you can create unique ads for each keyword. With the use of URL parameters like {keyword} or {param1} and {param2}, you can create separate landing pages for users that come to a site who clicked through on one ad but searched for different keywords. Details

Modify your target audience settings

It's possible your target audience is too specific. As a result, very few users are clicking through to your site due to your settings. Try changing your settings and making your target audience more broad.

Check your geotargeting settings

If you have chosen a particular city in your geotargeting settings, then ads will be served only to those who are in that city or are interested in it. There may not be impressions in some cities for keywords or retargeting lists set by you. Try adding nearby cities, or selecting the whole oblast or district.

Increase maximum bids

It's possible that your competitors raised their bids, so your ad groups are not winning auctions due to low bids or downward bid adjustments. Your ads can win auctions and be selected for impressions if you increase your bids and cancel your bid adjustments.

Favicons in ads

Your website's icon (favicon) can be added to Direct ads on the Yandex search results page.

How can I add a favicon to my ad?

The image from the favicon.ico file is automatically uploaded as the favicon. This file is usually located in the root directory of the advertised website or is embedded in its HTML code. Instructions on how to install the Favicon can be found in Favicon section of Yandex.Webmaster Help.


After you have added a new favicon, it may take some time for the information to be updated.

My ad is displaying without my favicon

Check that favicons are correctly installed on your site. More information can be found in the Favicon section of Yandex.Webmaster Help.


If you have replaced a favicon which is already installed, or added a new one, it may take some time to update the information about it.

The favicon is set up correctly but is not displaying

Yandex.Direct does not guarantee that favicons will display for all ads (even if the favicon is correctly set up).


If you have replaced a favicon which is already installed, or added a new one, it may take some time to update the information about it.