Questions and answers

What is brand awareness advertising?

The goal of brand awareness ads is to familiarize consumers with the image you want for your brand. You can use ads to tell a wide range of users about a new product or service, introduce a brand, or improve brand recall.

Yandex.Direct offers the following types of campaigns to address your brand awareness advertising challenges:
Cost of brand awareness advertising

The cost of displaying brand awareness ads in Yandex.Direct varies, depending on the results of bidding among advertisers. It is a "Second Price Plus" auction: the winner pays the nearest competitor's bid + the bid increment.

You can choose your own bid per thousand impressions and campaign budget. Learn more

For a display banner placed on the Yandex Home page, price thresholds are set depending on the version of the page and the display region.

Where ads are displayed
Display banners

Display banners are placed on Yandex services and Yandex Advertising Network sites that are strictly moderated to screen out any adverse environment. Impressions on different screens (like smartphones, tablets, computers, and Smart TVs) help you amplify the impact on the target audience and improve your reach.

Read more about the Yandex Advertising Network

Russian agencies that have contracts with Yandex.Direct are free to negotiate the placement of their banners with individual ADFOX sites.

Learn more about deals

Video ads

A video ad can be embedded into instream web, a website page, or a mobile app.

Outdoor advertising
Outdoor advertising is displayed on digital billboards and superboards of outdoor advertising operators that partner with Yandex.
Display banner on the Yandex Home page
A separate campaign type that is intended for placing banners on the Yandex Home page in both the full and mobile versions. There is only one banner on this page. This is an exclusive product for our advertisers.
Is it worth creating separate campaigns for display banners, video ads, and outdoor ads, or is it better to add different types of ad groups to the same campaign?

We recommend creating separate campaigns for different marketing activities with different goals, advertising messages and separate budgets. If you are planning the same activity in different media and the total budget can be reallocated to the most profitable advertising medium, then it is optimal to create a single campaign.

In a single campaign, you can set bid adjustments for different types of inventory.

Learn more

Can I continue communicating people who have already seen my display ads?

You can accumulate segments of users who have seen your ads in order to build further communication scenarios, like targeting contextual ads or adjusting bids for that segment.

To accumulate a segment of users who have seen your display banner, create a pixel in Yandex.Audience and specify it in your ad settings. To accumulate a segment of users who have watched your video ad, configure the ad group settings to specify how much of the video a user should watch to be included in the segment. To accumulate an outdoor advertising audience segment, just enable the corresponding option: the segment will include users who have had the opportunity to see ads based on location data.

How display banners differ from image ads

Display campaigns target the top part of the marketing funnel, like improving brand awareness and driving demand. Display campaign settings allow you to reach a broad lead audience: target impressions at a user profile, or use coverage strategies such as Maximize impressions for lowest price or Decrease price for repeat impressions. For a segment of users who have seen a display banner, you can build different scenarios for further interaction.

How frequency capping is applied to a display campaign

You can limit the number of times your ad will be served to a given user over the course of your ad campaign or over a particular number of days (not more than 30).

This limitation applies to banners and videos on a cross-device basis. As a result, a given user will not see your advertising message more than the specified number of times. This does not apply to outdoor advertising, where it is impossible to effectively apply frequency capping.

Learn more about frequency capping

Why is my frequency cap not met?

Make sure to review impression statistics over the period specified in the campaign settings. For example, if the frequency cap is 3 times in 7 days, you have to review 7-day statistics.

The statistics may display a slight increase in the limit due to the algorithm that determines what users are on different devices.

If you limit impressions for the entire period that your campaign is running, the limit may be exceeded if ads are served for longer than a month.

Is there any protection against fraudulent impressions?

Yandex takes ad placement security very seriously and applies multi-stage filters to eliminate fraudulent and erroneous impressions and clicks. Impressions identified by Yandex.Direct as invalid are not included into statistical reports and advertisers are not charged for them.

Learn more about fraud protection.

I don't have time to figure out all these details, is there anyone that can help me?

If you place ads in Yandex.Direct yourself, feel free to get assistance from our Customer Service Department. We will answer your questions and give you recommendations on further placement.

You can also contact our partners. Yandex cooperates with numerous around the world.