Glossary
As you place ads in Yandex Direct, you will come across various terms specific to digital advertising.
Common terms Display location in search results Ad types Creating ads Keywords Indicators Tools and services
Common terms
Yandex Video Network
Yandex services and more than 200 sites across the Yandex Advertising Network (TV channels, movie streaming platforms, and other sites). Ads are only displayed in the legal content of trusted partners.
Campaign
An advertising action or promotional activity intended for a determined period of time, geographic region, and budget, during which ads will be served.
Click
When a user clicks on a website ad and is redirected to the landing page or to a page containing the advertiser's contact details.
Conversions
Converted sessions in Yandex Metrica. Site sessions when a user completed a goal (viewed a particular page, clicked a button, submitted a form, and so on). Conversion also includes the Purchase event in ecommerce.
Attribution model
Rule for attributing the session source: first click, last click, last non-direct click, last click from Yandex Direct, first impression from Yandex Direct cross-device, automatic attribution.
Moderation
The reviewing of advertising materials so that they comply with the Advertising Requirements.
Ad
Advertising material which contains information about a product or service, a link to a site, a callout and other information.
Search query
A text query that a user enters into the Yandex search bar, or in the search bar on a member website of the Yandex Advertising Network.
Impression
The displaying or serving of an ad to a user on a web page.
YAN (Yandex Advertising Network)
A system for placing ads on sites, in mobile apps, and in Connected TV apps. Yandex Direct ad units are served on these platforms.
Strategy
The set of settings for your ad campaign in Yandex Direct. Bid management, display positions, and the selection of available limitations for your ads all depend on the strategy you select.
SERP layout
Each individual option of showing search results. The SERP layout is matched to the user and ad subject. In each case, the system shows the variant of search output that best balances user satisfaction with effectiveness for advertisers. Learn more
Fraud
Fraudulent or erroneous clicks, conversions, or impressions that are made with the intent of spending the advertiser's budget.
Cost per thousand impressions (CPM)
The cost for the display campaign ad placement that is actually charged to the advertiser. Calculated according to the auction rules.
Cost Per Click (CPC)
The cost per click that the advertiser is actually charged. Calculated according to the auction rules.
Display location in search results
Dynamic placements in search results
Additional ad placements in search results. They can help you generate more clicks and conversions by increasing the visibility of the advertised page.
Premium placement
The placement position for ads with a high Click-Through Rate. This block is located above the search results.
Product gallery
A carousel with product cards from different stores or cars from different vendors that appears above the search results.
Create ads
Sitelinks
A quick way to get to important information on your site. They allow users to go directly to the page of the website they're interested in.
Video
These videos appear in Text & Image ads instead of an image. You can upload or select AI-generated videos in the unified performance campaign, Campaign Wizard, or Quick start. The video you add to your ads will appear the Yandex Video Network and other eligible placements across the Yandex Advertising Network.
Creative
Template for generating Text & Image ads in unified performance campaigns.
Callouts
Short texts where you can describe the advantages or features of your product or service. These texts are displayed in an additional line beneath an ad.
Feed
A file which contains information about product offers. You can use feeds to create product ads and catalog page ads in both unified performance campaigns and product campaigns.
Keywords
Keywords
Words or phrases which must be in a search query in order for ads to be served.
Negative keywords
Words and phrases in search queries that ads will not be served in response to. You can add a negative keyword to keywords, and negative keywords to ad groups and campaigns.
Stop words
These are auxiliary parts of speech, pronouns and any words that do not add their own meaning. Such words are automatically excluded from the user query when selecting which ads to serve.
Indicators
CTR (Click-Through Rate)
The ratio of the number of clicks on an ad to the number of its impressions, expressed as a percentage. It is an indicator of ad performance.
Cost revenue ratio (CRR)
The ratio of the amount of money spent on advertising to the revenue received. This metric is expressed as a percentage.
Ad quality coefficient
A rating of how relevant promotional offers are to user interests. Yandex Direct compares an ad and the landing page it leads to with the search term the user entered and what they do on your site.
Return on investment (ROI)
Return on investment (ROI) shows how much value you're getting from advertising. It is the ratio of the return on advertising to the cost of advertising:
As a business metric, you can use:
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Revenue from product sales
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Profit: revenue minus cost
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Any other indicator characterizing return on advertising
Relevance
The degree to which an ad's content corresponds to a user's search query.