The success of your campaign on Yandex.Direct isn't just a matter of creating an attractive ad. It is also a question of reaching users who can actually respond to your ads if interested. Users are generally interested in goods and services located in the regions where they live or plan on visiting. Using geotargeting, you can ensure that you are reaching customers in your region.

Tutorial video. How to set up geotargeting.

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How does geotargeting work?

Geotargeting refers to the technology which allows you to control the geography of your ad impressions. Yandex.Direct ads will only be served to people that can actually make use of your offer (either because they are located in the region you selected or are interested in that region). So if you only deliver pizza in Ankara, select Ankara Province as your display region in your campaign or ad group settings.

Region selection tree

The Extended geotargeting option will be enabled by default in the settings of new campaigns. This option functions on both Yandex search and in ad networks. Limitations of extended geotargeting.

The extended geotargeting option allows you to serve your ads when users type in searches that include the name of your display region, regardless of their actual location. Yandex automatically determines the region of interest expressed in the user's query. The system takes informal and shortened variants of region name into account (e.g. İst, Antep, Urfa) when determining the region.

When extended geotargeting is enabled, it triggers the system to compare the region in the search query with the region you indicated in the settings for the ad or campaign. If the regions match, the system knows that the user is looking for goods or services like yours in your area. However, if you use one region in your keywords while extended geotargeting is enabled and set a different region in your ad settings, then your ads will not be served on search results pages if a user enters those keywords. In this case, you would need to disable extended geotargeting in order to start serving your ads in search results. To find out exactly where users will see your ads based on different geographical settings, take a look at this table.

For example, if you want to serve ads for an amusement park in Istanbul, enter amusement park as the keyword and set Istanbul as the display region. That way, your ads will be served to Istanbul residents who search for amusement parks as well as people in other regions who search for amusement parks in Istanbul.

Let's say you created a special campaign for potential clients from Ankara, entered the keyword amusement park Istanbul, and set Ankara Province as the display region. In this case, the region listed in the keyword does not correspond to any of the selected display regions, so your ad will not be served if extended geotargeting is enabled. To start serving these ads, you must disable extended geotargeting in the campaign settings.

Where will my ads appear?

Extended geotargeting is enabled in the campaign

Extended geotargeting is disabled in the campaign

No region is indicated in the keyword or it matches** the display region A region is indicated in the keyword and it does not match** the display region Impressions do not depend on the region in the keyword

Is the user located in the display region? Yes*

Is the user located in the display region? No*

(if the search contains the name of the display region)

*The location of the user seeing the ad is compared with the display region in the ad or campaign settings. The location of a user of Yandex search, a network app, or visitor to a network site is determined by Yandex location settings or by IP address to be located within the display region.

**If a larger display region from the ad settings or campaign settings includes a smaller region from the keyword, the system considers these regions as matching (for example, Turkey and Istanbul).

For example, you create an ad campaign for an amusement park.

Ads are moderated in accordance with the rules of the country that includes your display regions. Any legal restrictions on advertising that exist in the country where your ads are served will apply. An ad that passes moderation might not be served in a specific region due to local advertising laws.

Where can I configure display regions?

The following tools can be used to manage the geographic settings of your ads in Yandex.Direct:

  • You can select regions for a campaign (in the section Geotargeting → Display regions in the campaign settings) or for an ad group (in the section Display regions on the ad group creation and editing page).

    By clicking the flag next to the name of the region, you select the whole region including all the towns within it (even if they are not shown separately in the region tree).

    If you have selected different regions for different campaign groups, then Russia will be the display region selected by default for a new group.

  • The Extended geotargeting option can be configured inthe Geotargeting section of the campaign settings page.

Using geotargeting in your first campaign

To quickly launch ads with geotargeting, simply create a campaign and choose the specific display regions in which your goods or services are offered. Extended geotargeting will be enabled by default for this campaign.

If you would like to use keywords that feature the names of regions, as is common in ads relating to travel, tourism, hotels, or medical services abroad, disable extended geotargeting. To find out exactly where users will see your ads based on different geographical settings, take a look at this table.

Waiting several days after your ad impressions begin will give Yandex.Direct time to collect statistics about the number of impressions and clicks in different regions. If the reports show that the regional distribution of clicks is uneven, it's best to carefully reconfigure your regional display settings.

Specifying regions and gathering detailed geographical information

Analyzing the impression and click statistics, you may discover that user reactions to your ads differ by region.

For example, you noticed a large number of clicks from Moscow and Tver in the amusement park ad statistics (keyword — amusement park, display region — Istanbul Province, extended geotargeting enabled). In this case it's best to create another campaign specifically for display in Ankara (with expanded geotargeting disabled, amusement park Istanbul as the keyword, and Ankara Province as the display region).

Dividing ad campaigns by region will help you better manage your bids and conserve your budget. When setting bids in one region you don't need to take another region's competition into account. You can view the impressions forecast for a specific region in the Wordstat form.

Limitations of extended geotargeting

Extended geotargeting settings are ignored for ads in certain categories.

Settings are ignored for the following subjects:
  • Travel and leisure (such as hotels, bus tours, trip packages, transit tickets, children's camps and day trips, vacation reviews, and vacations themselves).
  • Categories that require specific documents in order to advertise.

If your ad belongs to one of these categories, it will only be displayed in the regions you set in the campaign or ad group settings. The ad category is determined automatically based on its content (such as the title, text, and sitelink descriptions) and the landing page.

Regional bid adjustments

Regional bid adjustments allow advertisers to increase or descrease CPC when showing ads to users in specific regions. Yandex.Metrica reports can help you determine the best bid adjustments and the best times to use them.

Regional bid adjustments can be set at the campaign level, but not for ad groups. To do this, enable bid adjustments in the display region settings and set coefficients for the regions you are interested in.

By setting regional bid adjustments, you automatically set the bid for all subregions included in that region. These values will be highlighted in gray. Automatically-set values can be manually changed at any time. Values entered manually will be highlighted in black. Leave this field empty and the automatically-set bid adjustment values will return.

The minimum bid amount when factoring in the coefficient is 90% less than the original CPC. The maximum bid is equal to the original CPC plus 1200%.

For example, you're using an automatic strategy. Your maximum bid is set at 2 TL per click and your coefficient for impressions in Istanbul is set to “increase by 100%” (so that the adjusted bid will be 4 TL). In this case, impressions in Istanbul will display at the 4 TL bid rate.

When you use automatic strategies, Yandex.Direct factors coefficients into its bids and does not exceed the limits you set for your weekly budget or average CPC. If you set a maximum bid for a strategy, the actual bid will not exceed the adjusted maximum.

The bid including the coefficient cannot be less than the minimum value for your currency.

Regional bid adjustments do not affect how extended geotargeting works.

For example, let's say you want the keyword amusement park to trigger your ad for an amusement park in Istanbul and your bid is 2 TL. You set a coefficient to increase your bids for ads served in Istanbul by “100%” (so that the adjusted bid is 4 TL). If extended geotargeting is enabled, then a 4 TL may be used when an Istanbul-based user enters amusement park or a user outside of Istanbul enters amusement park in Istanbul.

You can apply several coefficients to a given bid at once (region, mobile impressions, gender and age, time of day and so on).