Questions and answers

The goal of brand awareness ads is to familiarize consumers with the image you want for your brand. You can use ads to tell a wide range of users about a new product or service, introduce a brand, or improve brand recall.

The cost of displaying brand awareness ads in Yandex Direct varies depending on the results of bidding among advertisers. It is a "Second Price Plus" auction: the winner pays the nearest competitor's bid + the bid increment.

You can choose your own bid per thousand impressions and campaign budget. Learn more

For a display banner placed on a new Yandex Browser tab, price thresholds apply depending on the display region.

We recommend creating separate campaigns for different marketing activities with their own goals, advertising messages and budgets. If you are planning the same activity in different media and the total budget can be reallocated to the most profitable advertising medium, then it is optimal to create a single campaign.

In a single campaign, you can set bid adjustments for different types of inventory.

Learn more

You can accumulate segments of users who have seen your ads in order to build further communication scenarios, like targeting contextual ads or adjusting bids for that segment.

To accumulate a segment of users who have seen your display banner, create a pixel in Yandex Audience and specify it in your ad settings. To accumulate a segment of users who have watched your video ad, configure the ad group settings to specify how much of the video a user should watch to be included in the segment.

Display campaigns target the top part of the marketing funnel, like improving brand awareness and driving demand. Display campaign settings allow you to reach a broad lead audience: target impressions at a user profile, or use coverage strategies such as Maximize impressions for lowest price or Lower cost for repeat impressions. For a segment of users who have watched a display banner, you can build different scenarios for further interaction.

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).

This limitation applies to banners and videos on a cross-device basis. It ensures that the number of impressions per individual does not exceed the maximum.

Learn more about frequency capping

Make sure to review impression statistics over the period specified in the campaign settings. For example, if the frequency cap is 3 times in 7 days, you have to review 7-day statistics.

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

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.

Yandex takes ad placement security very seriously and applies multi-stage filters to eliminate fraudulent and erroneous impressions and clicks. Impressions that Yandex Direct identified as invalid are not included into statistical reports, and advertisers are not charged for them.

Learn more about fraud protection.

If you place ads in Yandex Direct by yourself, feel free to get assistance from our Customer Service Department at any time. We will answer your questions and give you recommendations on further placement.

You can also contact our partners. Yandex cooperates with numerous advertising agencies around the world.