Step 2. Create a group and set up targeting.
Specify the ad serving area to only serve ads to people that can actually make use of your offer (either because they're located in the region you selected or are interested in that region).
- Under List countries, regions, cities, start entering the desired region, such as Tula or Kursk, in any format. Or use the region tree.
- Select Specify a region on the map if you want to serve ads in a specific location, such as near your café, or if you need to target customers within a small area.
Autotargeting is a mandatory targeting criterion for serving ads in search results. You must select at least one query category for each ad group. When you switch placement from Yandex Advertising Network to Yandex Search, autotargeting is automatically enabled for all query categories in each group. We recommend double-checking the settings when you change the placement location. You can only disable autotargeting for campaigns served in ad networks.
Under Brand mention in Yandex Search queries, select the type of queries to serve your ads for. These can be queries mentioning your brand, mentioning a competitor brand, or not mentioning any brands.
To make your ads appear in search results for user queries, make sure to also set up keywords. If you want to set up placements in the product gallery, use search queries for products as keywords and select all query categories for your autotargeting.
When serving ads on ad networks, the system automatically selects ads that have the keywords that match the subject matter of the content site or the interests of a user.
- Describe your audience's interests and habits: what topics they're interested in, what companies they engage with, what sites they visit, and what apps they use. Their behavior could be similar to that of online shoppers in specific product categories, like pet products or household chemicals.
Add retargeting lists, a combination of goals or segments in Yandex Metrica and segments in Yandex Audience that help define the relevant audience. To create retargeting lists, you can use predefined or preset segments and set up Yandex Metrica and Yandex Audience.
Enable offer retargeting if needed: this way, users who viewed your products on the site or in the app will see your product ads in the Yandex Advertising Network.
Retargeting on Yandex Search works together with keywords or autotargeting via the logical AND operator. It means that ads are served to users who meet both the retargeting and targeting criteria, that is, keywords or autotargeting criteria. Within the criteria, retargeting uses the logical OR operator. If your targeting criteria include a keyword and two retargeting criteria, the ad is shown to users who entered the keyword in the search bar and met one of the specified retargeting criteria.
Retargeting in ad networks works with other targeting criteria via the OR operator. It means that the ad is shown to users who meet at least one of the selected criteria.
Add a promo. This is an ad extension that includes a brief description of the promo and is marked with 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.
If you've already set up a promo for the campaign, it's inherited by all groups within that campaign. You can replace it with a different promo or select Disable promo if you don't want to serve it for this group.
You can only add one promo per ad group.
Under URL parameters, specify your shared UTM tags and dynamic parameters for this ad group. They will help you track the ad placement results. Tags and parameters are automatically added to each link in every ad in the group. This includes links, sitelinks, and the button.
If you set URL parameters both at the campaign level and for the group, the campaign-level parameters are ignored. In this case, the group's ads use the tags specified for that group.
Learn more about UTM tags.
You can use the advanced settings to set up:
Adjustments (coefficients) to increase or decrease the bid, CPA, or conversion value based on user characteristics, ad format, and other criteria.
You can create groups with different targetings and ad types in the same campaign. The more groups you add, the more data is collected to train the strategy. In the strategy, you can specify a target customer acquisition cost (cost per conversion, cost revenue ratio, or cost per click). Keep in mind that the customer acquisition cost may be lower or higher for individual groups. For example, a group may advertise a product with a higher profit margin than the campaign average. Alternatively, the group may target regions with lower competition and fewer bidders or lower prices than in other regions.
To manage the customer acquisition cost, adjust the CPA, cost revenue ratio, or CPC for this group. The name of this option depends on the limit you selected for the strategy.
For example, you have a campaign that consists of three ad groups, each for its own product category: “Sofas”, “Beds”, and “Chairs”. The campaign strategy is configured to generate sales with a Cost revenue ratio (CRR) limit of 10%.
Your data shows that, on average, “Sofas” is the most profitable category of the three, so you could increase the CRR for these products up to 15%, which is 1.5 times higher than average for the other categories. In this case, you can set a “+50%” adjustment for the “Sofas” ad group.
On average, products in the “Beds” category have a lower profit margin, and their customer acquisition cost is 8% of the revenue, which is 20% less than the campaign average. Set a −20% adjustment for the “Beds” ad group.
For products in the “Chairs” category, the customer acquisition cost is about 10% of the revenue. You don't need to adjust the cost for this group.
Adjustment of CPA, cost revenue ratio, or CPC in this group applies on top of other adjustments, with their coefficients multiplied.
For example, in the above campaign, we added an adjustment for the display region: “+40%” for impressions in Saint Petersburg and Moscow. As a result, we get the following cost revenue ratio for these region — 1.4 × 10% = 14%.
For the “Sofas” group, when served in Moscow, the cost revenue ratio will be 14% x 1.5 = 21% because a “+50%” adjustment is set for the group.
- Site content type: Increase your reach by advertising on Yandex Advertising Network sites with adult content. The subject of your ads is determined by moderators.
Save changes and proceed to selecting and creating ads.