Advertising based on navigation query

Navigation queries are entered by users in order to find a certain website or company. Users can search for a site by the name of the company or brand.

For example, let's say a user searches for the yandex.com.tr site by typing in yandex, and then they search for Vodafone using the query vodafone site. The yandex.com.tr and vodafone.com.tr sites will appear in the top position in the search results.

Ads which respond to a navigation query can be displayed in the expanded format.

What an expanded ad looks like

Ads will appear differently on different devices:

• On desktops and tablets
• On mobile phones and smartphones

According to Yandex Direct data, ads served in the expanded format increase CTR by 35% on average.

An ad is displayed in the expanded format if:

• Your site matches a navigational search query (the user searched specifically for your site).

• Your site is shown in first position in the Yandex search results for a particular navigation query.

• four sitelinks are added to the ad with descriptions. The addition of a description is not required for impressions on mobile phones and smartphones.

In the expanded format, ads which don't respond to navigation queries are not displayed (including ads of dealers, partners, and competitors).

Attention.

In some cases, the same query may or may not be a navigation query. Automatic algorithms determine whether a query is navigational based on many factors (display region, time, etc.). For example, let's say that there is only one company called “Awesome Irons” in Ankara, but in Istanbul there are three. So for users in Ankara, the query awesome irons company will be navigational, but for users in Istanbul it will not be.