Setting impression criteria

Text & Image ads are served in search results and in advertising networks.

Search results

In search results, ads are shown for search queries that contain the entire keywords you have specified. For example, if you set the keyword tours to outerspace for an ad group, your ads will be triggered by the search queries tours to outerspace, discount tours to outerspace, etc., but they will not be triggered by searches for tours or outerspace.

You can enable autotargeting instead of choosing the keywords. Based on your ad text and the advertised site page, Yandex.Direct will select suitable keywords and serve your ads when users search for them.

Ad networks

In ad networks, keywords ensure that your ads are served on sites with content that matches your keywords.

Yandex.Direct can also serve ads based on geo targeting, or time targeting.