Ad campaign parameters

You can change your campaign settings by clicking  → Edit. The available settings depend on the campaign type: performance or brand awareness.

Basic settings

Link to the advertised page

Specify the website you are creating an advertising campaign for. The website's Yandex Metrica tags and goals as well as the organization's addresses will be automatically added to the campaign.

Ad placements

Select where to serve your ads.

Learn more about ad platforms.


You must select a display strategy for each ad campaign. Yandex Direct offers different types of strategies to help advertisers meet their goals. Strategies are divided into two categories: automatic strategies and strategies with manual bid management.

  • Using the automatic strategy, the system manages placement independently, aiming for as many targeted click-throughs as possible. Automatic strategies do all the bid management for you so you can focus on other important things like quality of your ad texts, landing page selection, and profit calculation and analysis.

  • Manual management strategies allow advertisers to control absolutely every indicator and are used to experiment with ad materials.

For the system to optimize impressions in search results and ad networks for your site goals, in the strategy settings, choose one or more conversions set up in Yandex Metrica. You can set up conversions and their value in all campaigns, except for display ads and ads in mobile ads.

How do I select an ad display strategy for a display or performance campaign?

Time targeting

If you only want to serve your ads at specific times or on particular days of the week, then you can set up a schedule for your ad impressions.

How do I set up time targeting?

Campaign dates

The start date for your campaign will be set automatically. It is the date the campaign was created. You can set a different start date for your campaign. Your ads will start being served immediately after they pass moderation and are paid for.

You can also set an ending date for your campaign and your ads will automatically stop being served on that date.

Why should I enter starting and ending dates for my ad campaign?

Contact information in ads

You can link your company from Yandex Business or add it right on the campaign settings page. After that, your company's data will appear in all your new ads as the contact information.

Ads in Yandex Maps can display your company's photos, rating, and reviews. This will make your ad more noticeable and increase the click-through rate.

On Yandex Search, your company's data will be used as your contact information.

URL parameters

Specify shared UTM tags and dynamic parameters and monitor results of ad placement.

Learn more about UTM tags.


An ad extension that includes a brief description of the promo and a special label. It is shown in search results if the ad gets the first premium placement. In the YAN, the serving of extensions with ads is governed by the Smart Design algorithm. When clicking the extension, the user can be forwarded to a site page or app page that is different from the page linked in the ad.

You can add promos when creating or editing “Unified performance”, “Text & Image ads”, and “Dynamic ads” campaigns. You can only add one promo per campaign.

How do I add a promo to a campaign?

Settings for all ad groups in the campaign

You can choose regions for your ad impressions. Your ads in Yandex Direct will be shown only to those users who are located in the selected regions and can actually take advantage of your offer.

How do I select the right display regions?

Limit impression frequency per user

Available only for display campaigns.

When you serve your ad you want the user to remember your brand and choose the product you are advertising. However, if a user constantly sees your ad, it may start irritating them. By limiting how frequently you serve your ads, you not only retain your users' loyalty, but also conserve your advertising budget.

You can limit the number of times your ad will be served to a given user over the course of your ad campaign or over a particular number of days (not more than 30). For example, you can limit impressions to no more than three per day for each user. Impressions are counted across all of the user's devices. This restriction applies to all banners and videos in a display campaign. If you limit impressions for the entire period that your campaign is running, the limit may be exceeded if ads are served for longer than a month.

The statistics may display a slight increase in the limit due to the algorithm that determines what users are on different devices.

Brand Lift

Available only for display campaigns.

Brand Lift helps you assess improvements to your brand awareness and loyalty after users viewed your ad.

What is Brand Lift?

Automatic application of recommendations

Yandex Direct will analyze campaign performance and adjust settings to improve its effectiveness. The changes apply as soon as enough statistics are accumulated for the campaign and Yandex Direct algorithms find optimization points. This setting is available for “Unified performance” and “Text & Image ads” campaigns, in the Campaign Wizard, and in product campaigns.

What recommendations can be applied automatically?

Advanced settings

Bid adjustments

Use bid adjustments to raise or lower the CPC when ads are being served to a specific audience. Adjustments let you get more traffic when you serve your ads to your target audience than you would have under the non-adjusted bid rate.

How do bid adjustments work and what corrections are available?

Negative keywords

Add negative keywords to prevent ads from being served for non-relevant searches.

What are negative keywords and how do they work?

Ad prioritization

Specify how to select an ad if keywords of multiple ads from different groups match the search query:

  • With the best combination of indicators: Select the best ad by CTR, quality coefficient, and bid per click. Selected by default.
  • By the keyword closest to the query: Select the ad with the most relevant keyword. Use this setting when there is a clear distinction between ad groups in terms of keyword subjects and ad texts.

Learn more about ad selection.

Extended geotargeting
Enable this option to show your ads when a user's search includes the name of the display region. This option is not available for smart banners.

Users respond better to ads that show the phone number, metro station, and business hours of the company. These ads are more effective. You can enter the same data for all ads in your ad campaign or for each ad group individually.

If you plan on using the same data for all ads in your campaign, then enable the Use a single address and telephone number option and fill in the fields with your contact information.

Contact information will not display in ads for mobile apps.

Why are vCards useful?

Show photos, user rating, and reviews of your company on Yandex Maps

If you want users to see your company data when your ads display in Yandex Maps, enable this option.


Create an experiment in Yandex Audience. You can add up to 5 experiments to a campaign. Specify the audience segment you want to serve ads to and configure bid adjustments for segments.

How to run experiments?

Site monitoring

Site monitoring keeps track of your site's availability and automatically suspends ad impressions in order to avoid wasting your advertising budget. Impressions resume automatically once the site becomes available.

How does site monitoring work?

Email notifications

Notifications are sent to the address you entered when you registered. You can add additional addresses for notifications concerning a specific campaign.

What campaign information can you get via email?

SMS notifications

SMS notifications are sent to the phone number you entered when you registered. If your account doesn't have a mobile phone number associated with it, or you want to get notifications at a different phone number, click the appropriate link. You can also enter the time that's most convenient for you to receive messages.

SMS notification messages are paid for by Yandex, and they are free of charge for the advertiser.

What campaign information can I get by SMS?

Sites with disabled impressions

You can disable impressions on sites and apps by listing the ones where don't want them to appear, separated with commas. Please note that excluding sites and networks may result in your ad campaigns being less effective.

What sites can I disable and how do I do it?

Disable impressions by IP address

While you are experimenting with your ads, you can restrict ad displays to certain users based on IP address. You can enter up to 25 IP addresses. Please note that excluding IP addresses may negatively affect your ad campaign's performance.

How can I disable ad displays by IP address and what are the restrictions?

Disable impressions

For unified performance campaigns and Text & Image ads, the settings restricting impressions by sites and IP addresses are both found in the Disable impressions section. Excluding sites and ad networks may negatively affect the performance of your ad campaign and cause you to lose some of your potential audience.

Sites with video impressions disabled

Available only for display campaigns.

You can exclude video impressions on sites and apps by listing the ones where don't want them to appear, separated with commas. Please note that excluding sites and networks may result in your ad campaigns being less effective.

Include competitors' ads stopped automatically

All competitors' ads for a given keyword are taken into account in the Yandex Direct interface when calculating the bid. When viewing and editing your bids, you can choose not to factor in competing ads that are currently suspended due to time targeting.

This setting is available only for Text & Image ads.

Use Turbo pages

Enable the option to use Turbo pages for clicks on smart banners from mobile devices.

This setting is available only for smart banners.

System settings

Available only for ads for mobile apps.

Device type
Ads for mobile apps will only be served on compatible devices (smartphones and tablets). You can restrict impressions to a particular type of device: only smartphones or only tablets.
Connection type
Users prefer to be connected via Wi-Fi if they are downloading large apps. If you are advertising an app that takes up a lot of space, you can limit impressions based on connection type: mobile connection and Wi-Fi or Wi-Fi Only.

Have questions?

Attention. Our customer service department can only help you with the campaigns created under the same username you use to contact us. You can see your current login in the upper-right corner of the screen. Our team can access your data only when processing your request.

You can contact us from 10:00 to 19:00 (UTC+3) by phone:

Moscow: +7 (495) 780-65-20

Toll-free within Russia: 8 (800) 234-24-80, ext. 9


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