Glossary

You will come across various terms specific to digital advertising when placing ads through Yandex.Direct.

Common terms
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.
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. Ad group — several versions of ads for which you can set both a common list of keywords and the same impression settings.
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, as well as in mobile apps and Smart TV apps. Ads from Yandex.Direct are served in ad blocks 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.
Fraud
Malicious or erroneous clicks or impressions that are made with the intent of spending the advertiser's budget.
Cost Per Click (CPC)

The cost of one click-through by a user from an ad.

Impression positions in Yandex Search
Premium Placement
The placement position for ads with a high Click-Through Rate. This block is located above the search results.
Guaranteed Placement (“guaranteed”)
A position for ads located in a block beneath the search results on the first page. In this block ads are guaranteed to be served every time a search request is made for a keyword that has been specified by the advertiser.
Dynamic Placement
A position for ads located in a block beneath the search results on the second and subsequent pages. In this block ads are not guaranteed to be served every time a search request is made for a keyword that has been specified by the advertiser.
Ad types
Mobile ads
Ads that are adapted for display on mobile phones and smartphones.
Image ads
Ads which look like images. Clicks on them take users to the advertiser's site. This ad format allows you to effectively combine the advantages of media exposure and content advertising technology.
Creating ads
Sitelinks
A quick way to get to important information on your site. These links make it possible for users to go directly to the page of the website they need.
Video extensions
Video clips generated on the basis of Text & Image Ads. Video extensions are served only in ad networks (Yandex Advertising Network and ad exchanges).
vCard
A page containing an advertiser's contact information which is shown to the user after they click on the “Contact information” or “Address and telephone” link.
Creative
A template for generating image ads and smart banners.
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.
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
Click-Through Rate (CTR)
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.
Ad quality coefficient
A rating of how relevant promotional offers are to user interests. Yandex.Direct compares an ad and the landing page following it with the search request and takes into account user behavior after an ad click.
Productivity
A rating which helps you assess how well your keywords are working in connection with the ads you have created for them. Every keyword active on search has productivity, which is expressed as a value from 0 to 10.
Return on investment (ROI)
The coefficient that describes how effective one's financial investments in Yandex.Direct have been and allows you to evaluate how well they pay off. This coefficient represents the ratio of sales returns for advertised goods to funds spent on advertising those goods.
Relevance
The degree to which an ad's content corresponds to a user's search query.
Tools and services
Related keywords
A tool which automatically suggests new keywords, in addition to those set by the advertiser. This tool can help you add a selection of phrases which you may have not realized would be appealing to users.
Report wizard
A tool for viewing statistics. You can use it to get detailed statistics on all campaigns and evaluate the effectiveness of specific keywords and ads.
Monitoring
A tool for alerting about problems with site availability. It keeps track of your site's availability and automatically suspends ad impressions in order to avoid wasting your advertising budget. Impressions resume automatically once the site becomes available.
Keyword statistics (Wordstat)
A service that helps you gather information about the search terms used by Yandex users. For example, you can use it to see how many people per month are searching for a certain keyword, and then look at search queries that are similar to your keyword.
Budget forecasting
This tool enables you to calculate your monthly ad budget in the regions that you selected for your ads to be displayed, and to find out the approximate cost of redirects generated by your ads.
Targeting
A tool to select part of the available audience that satisfies specific criteria, and serve ads specifically to that part of the audience. Targeting by hours of the day or days of the week is time targeting. Targeting by location is geographic targeting or geotargeting.