Display problems

Ad is not displaying

Here are the most common reasons why an ad that has passed moderation is not being served:

No funds on the shared account or campaign account

Check the balance on your shared account or campaign account.

Sometimes funds on the account might run low or run out, although statistics don't show any spending. That's because the report statistics and account balance are updated at different times, and the values might differ for an active campaign, especially if campaign spending is high.

Statistics in different Yandex.Direct reports are also updated at different times. Report Wizard provides the most up-to-date information.

When you view statistics, the funds might have already been spent, even though the data on impressions, clicks, and costs have not yet been updated in the statistics reports.

Before starting to analyze costs using reports, make sure that the data is current: the data update time is indicated in the lower-left corner of the report (Updated label).

Activation is not complete

If you made any changes to your campaign, strategy, or individual ad settings, impressions may be suspended for the activation period because the system needs some time to apply the changes. Activation can take up to 180 minutes according to clause 4.1 of the Ad serving rules.

Activation also starts after funds are credited to the account if the account had a zero balance and the campaign was inactive.

Possible causes for activation:
  • Paying an invoice at zero balance.

  • Enabling a campaign or individual ad.

  • Changing the campaign parameters, ad group settings, or strategy.

    Campaign parameters whose change may affect impressions:
    • Start date: If a later date was specified before and you entered the current date.
    • Impression schedule: If there were no impressions at the checked time before, but now there should be impressions.
    • Display regions: If you enabled new regions and are testing ad impressions in one of the regions.
    • Strategy: If the impressions were previously disabled on search, but now you have enabled them.
  • Passing moderation.

    If you made any changes to the ad, the search results will show the new version only after moderation is successful and activation is complete (that may take up to 180 minutes under clause 4.1 of the Ad serving rules).

    The activation process begins after the ads are checked and approved. Until all the elements are approved by moderators and activation is complete, the previous version of the ad is served.

    Any ads that are stopped or belong to a stopped campaign are only sent for activation after they are enabled. For example, if the campaign was moderated at 12:00, but the ads were enabled at 13:00, the activation time must be counted from the time the ads were enabled.

  • Stopping or resuming impressions using site availability monitoring.

If there are changes described in the above items in the last 180 minutes, wait until activation is complete.

Bids are too low

Impressions on the first page may not run if you manually set bids for keywords at a level below the minimum CPC (under the Manual bid management strategy) or the system set such bids under automatic strategies (see clause 3.10.1 of the Ad serving rules).

You can check if the ads are served on other pages. To do this, go to the search section with the number of search results and click Show all (next to the Place ad link). This will open the page with all the ads shown for the query.

The budget-to-bid ratio is too low

Evaluate the ratio of your daily budget or account balance to the bids.

If an automatic strategy is set for a campaign, evaluate how much the system would spend on average per day. To do this, divide the budget by the number of days in the selected period. Budget-to-bid ratio must be at least 5 to 1.

This means that if the bids are set so that the budget is spent in less than 5 clicks, there may be no impressions at all.

In this case, we recommend that you increase your daily budget or decrease your bids.

The ad failed moderation or passed it partially

The ad won't be served until it fully passes moderation.

If you made changes to an ad and it was submitted for moderation, but didn't pass moderation yet or passed it partially (for example, the text was approved, but the sitelinks haven't been checked yet), then the old version of the ad is displayed (even if you see a new ad version in the interface).

Until the new version of the ad is fully approved by moderation and activation is complete (this may take up to 180 minutes under clause 4.1 of the Ad serving rules ), the previous version is served, and the Yandex.Direct interface shows this warning under the ad or ad group: “Previous version of the ad is running”.

The ad is stopped by site availability monitoring

Site monitoring tracks the site availability by only requesting its home page. Ads are suspended if the site is unavailable for at least 15 minutes or more. Impressions automatically resume once the site becomes available.

Site monitoring checks the home page availability several times a day. The checks run automatically, and their frequency depends on the site traffic. You can't manually specify their exact number or timing.

If the site is unavailable during the check, it's not disabled until the bot returns to the page to make a second check. If the site is still unavailable at that time, impressions stop.

After the ad is disabled, monitoring continues to check the site availability. If the site becomes available at a future check, impressions resume.

If your site becomes available but impressions are not resumed, wait until the bot crawls the site and resumes impressions.

If the site is available for a long period, but the bot does not resume impressions, you can disable monitoring in the campaign settings.

If you suspect the site availability monitoring has failed, meaning it stopped impressions when the site was available or it failed to resume impressions when the site became available, contact the customer service department using the feedback form and we'll check our monitoring. Attach the Access logs of your site's response to the Yandex bot. The bot's useragent is Mozilla/5.0 (compatible; YandexMetrika/2.0; +http://yandex.com/bots yabs01). This information is needed so our technical experts can discover the possible causes of the situation.
What are Access logs

Access logs are text files used by web servers to record the site access requests. One server request is recorded per line in the file.

Logs are used to collect the site statistics and detect possible site abuses.

To get this information, please contact your webmaster.

Impressions were suspended by the daily or weekly budget settings
Check if the campaign has the following warnings:
  • “Your weekly budget has temporarily suspended impressions for this ad”
  • “Impressions paused by daily budget restrictions”
  • “Impressions suspended by shared account daily budget limit”

If you see these warnings, change your campaign budget settings to resume impressions.

You stopped the campaign or ad manually

Check the status of your campaigns and ads. You may have manually stopped the campaign or ad, which is why the ad is not served. If necessary, click Resume impressions.

Ads in the campaign were stopped by moderators

Check the status of the ads on the campaign page. Some or all of your ads might be on the Stopped tab. According to clause 3.5.8. of the Yandex.Direct service offer, the bot may stop the ads while they are being moderated.

After the ads are approved by moderators, they remain on the Stopped tab until you manually resume impressions.

Campaign impressions are suspended according to the time targeting schedule

Check the time targeting schedule based on the time zone you selected in the campaign settings. To do this, go to the Edit campaign page and expand Impression schedule.

A later date of campaign start is entered

Check the campaign start date in the parameters and change it if necessary.

The ad or site are found similar to others

If a keyword has a bid sufficient for serving on the first page, but you can't find your ad in the search results for the query, your ad or site might be found similar to another ad or site (see clause 3.11 in the Ad serving rules).

Ads from same or different advertisers can be recognized as similar if, at the same time:
  • They promote the same or similar products and services sold in the same region.
  • They are placed with the same or overlapping keywords.
  • They contain links to the same or similar advertiser sites.

If your ad or site is found similar to others, they might not be shown. When some ads are found similar to others, the search results show the ad that has the best combination of click-through rate (CTR), quality coefficient, and bid per click.

If you suspect that your ad or site has been found similar to others and want to clear this up, send a request to the customer service department using the feedback form.

Campaign has many invalid clicks

Yandex.Direct protects ads from fake clicks. Those clicks that are identified as invalid at the first stage of checking (online filtering) are filtered automatically and you don't pay for them.

Campaign statistics are always double checked (offline filtering): the system analyzes the clicks previously counted in the campaign statistics after the online filtering. Some clicks may also be filtered as a result of the second check. You can view the number of clicks filtered by the anti-fraud system over a certain period in Report wizard in the Invalid clicks row.

If the second check identifies invalid clicks, you get refunded for them. You'll be notified about this at the email specified in the campaign parameters.

Click analysis has to account for many parameters, which means there is some delay in the click validity decisions. While checking validity, the system “reserves” the amount equal to the cost of the click that is being checked. However, the debited amount is not yet shown in the Yandex.Direct interface.

In the case of fraudulent attempts, the number of “bad” clicks can be many times higher than “good” clicks. Therefore, at some points the total “reserved” amount may reach the campaign's account balance. At this point, the system decides that the account balance is used up and stops impressions. After all the fraudulent clicks are checked and invalidated, the amounts reserved earlier are released and impressions resume.

Open Report Wizard and estimate the number of registered and filtered clicks for a given day. If the number of filtered clicks significantly exceeds the number of counted clicks, evaluate the expected cost of those clicks. To do this, multiply the number of filtered clicks by the average CPC. Compare the balance on your campaign account or shared account with the expected spending on filtered clicks.

To minimize the number of stops due to invalid clicks, try lowering the bid or topping up your campaign account with a higher amount (you may also set a higher limit for the shared account daily budget, if any). This way you can ensure that you have enough money on your balance to continue impressions in case of temporarily blocked funds.

Incorrect use of negative keywords
Negative keywords used for a keyword, ad group, or campaign have stop words (most often, a preposition) used in the keyword

For example, you set the keyword homes for saleand the negative keyword -!for. In this case, you'll have no impressions for homes for sale, but still have impressions for home sales (without the preposition).

We recommend that you remove prepositions from your negative keyword list.

If the negative keyword -!for is among the common negative keywords for a campaign or ad group, instead of deleting it you may use "+" in front of it: homes +for sale. In this case, the negative keyword -!for is ignored for this keyword, and impressions run correctly with the preposition.

Negative keywords contain numbers with two or more delimiter points

Yandex.Direct processes only the first point inside the digit sequence, and the next points are replaced by a space.

For example, the keyword protective sleeve -6.236.003 is equivalent to the keyword protective sleeve 003 -6.236, and you'll have impressions for the query protective sleeve 003.

Negative keywords contain operator-modified words or keywords that exactly match the advertiser's keyword

For example, you set the keyword Moscow exchange and the negative keyword -"Moscow exchange". In this case, you'll have no impressions under the exact query Moscow exchange. However, you'll have impressions under Moscow exchange schedule.

Let's also say you set the keyword chop saw and the negative keyword -"chop chop". In the negative keywords using the operator " ", repeated words are merged together (into -"chop" in this case), and you'll have no impressions for the query chop saw.

The keyword contains the name of the region, but it's not included in the display regions

Check which display region is set in your campaign or ad group settings.

For example, if the keyword is: buy house in Moscow Region, and only Moscow is set as the display region (without the Moscow Region), then you'll have no impressions on Yandex search results.

Make sure to check whether you enabled Advanced location targeting in your campaign settings. If it's enabled, we recommend that you disable it.

For more information about the effect of combined location settings on ad positioning, see the post.

Negative bid adjustments exclude certain audiences

In your campaign or ad group settings, you can use negative or excluding bid adjustments for specific audiences. Probably you are subject to such adjustments and can't see your ads in search results.

The checked region is not included in the campaign's geotargeting

Check that the region that's set or selected in your browser parameters is among your ad display regions.

Check that your city is not excluded from the campaign's geotargeting.

For example, if you check impressions in Moscow, and the campaign's impressions are set for the Moscow Region that excludes the city of Moscow, you'll have no impressions in Moscow.

You get warnings about restrictions
There might be warnings about restrictions under the ad group:
  • Legal restrictions on ad serving: both the impressions on search and in ad networks are limited.
  • Restrictions for tragic or adult subjects: no impressions in ad networks.
  • Restrictions on impressions based on user interests and audience selection criteria: no impressions in ad networks based on behavioral targeting and retargeting.
Keywords are related to tragic subjects

Check whether the keyword is related to a tragic subject.

If yes, then enclose all the keywords in quotes. In this case, the ads will be served on search, but only for queries that exactly match the keyword (that is, without any additional words). For more information, see this section.

Ad subject is related to betting offices

Ads with the subject “Betting offices” are not served in search results in Russia: they can only be served on content sites.

In the Republic of Belarus and Republic of Kazakhstan, ads on this topic can be served in search results.

If your ad subject relates to betting offices and impressions are targeted to Belarus or Kazakhstan, but your ad is still not served, send a request to the customer service department using the feedback form.

Ads are disabled in search results.

Make sure that with the Manual bid management strategy your impressions are not disabled in search results.

Campaign has ads with the same keywords, but with a link to a different site

In this case, ads or groups can be recognized as similar to other ads or ad groups (see clause 3.11 of the Ad serving rules).

If your ad or site is found similar to others, they might not be shown. When some ads are found similar to others, the search results show the ad that has the best combination of click-through rate (CTR), quality coefficient, and bid per click.

Keyword contains typos or random letters

Check the keywords you use.

For example, if the keyword contains a Latin letter and the query is all-Cyrillic, the ad is not served (most often this occurs with the Cyrillic letter “С”).

Have you figured out why the ads are not served?

Tip. If your ad did not pass moderation, you can find out the reasons why it was rejected by clicking How to fix it on the rejected ad. You can ask questions about moderation using this form.
Attention. Our customer service department can only help you with the campaigns created under the username you have emailed us from. You can see your current login in the upper-right corner of the screen. Our team can access your data only when processing your request.

Why do requests come from users outside of my display region?

This may happen if:

  • A user from your display region clicks on the link in your ad and sends it along with the tags to a user outside of your display region.
  • A user may have changed their region to your display region in their browser settings, and then saw your ad and clicked on the link.

The “Rarely served” status appeared

Ad groups marked "Rarely served" have very few impressions or are not being served at all.

Before marking your ad groups as “Rarely served”, the system evaluates the accumulated statistics of the ad group's impressions. This process updates automatically. The system periodically tries to serve ads from this group. If the number of impressions in an ad group increases, then it becomes active again.

Bid forecasts and statistics for ad groups with this status are not available for 28 calendar days. Accumulated statistics can be seen in Report Wizard.

You can increase impressions by working on your ad group settings. Yandex.Direct gives the following recommendations in descending order of importance.

Select different keywords

It is possible that your selected keywords do not appear frequently in search queries, or are too specific for impressions in ad networks. Try adding other keywords or make sure that operators or negative keywords are not limiting your keywords more than necessary. We recommend using the keyword statistics service when creating a list of keywords. You can see how many people search for a given keyword every month, and look up similar queries.

Combine keywords

Keywords that are not used frequently can be combined into one ad group so that they receive enough traffic to remain active together. Using templates, you can create unique ads for each keyword. With the use of URL parameters like {keyword} or {param1} and {param2}, you can create separate landing pages for users that get to your site by clicking the same ad after having searched for different keywords. Learn more

Edit your retargeting list

Your retargeting list may be too narrow. Very few users click through to your site due to your settings. Try changing your settings and broadening your target audience.

Check your geotargeting settings

If you selected a particular city in your geotargeting settings, ads can only be served to people located or interested in that city. In some cities, there may not be impressions for a given keyword or Retargeting & Audiences option. Try adding nearby cities, or selecting the whole region or district.

Increase maximum bids

Your competitors may have raised their bids, so your ad groups are losing auctions due to low bids or negative bid adjustments. Your ads can win auctions and be selected for impressions if you increase your bids and cancel your bid adjustments.

How to get more impressions

To increase the number of impressions for your ads:

  • Enable impressions in ad networks

  • Change your impression schedule and expand your geography

  • Check that your keywords are working. If you use operators incorrectly or have a lot of negative keywords, this will limit your impressions

  • Enable autotargeting. That way Yandex.Direct will use your ad text and the advertised site page to select suitable search queries and serve your ads when users enter them.

  • Adjust your bids. Raising your bids allows your ads to win auctions more frequently and get selected for impressions.

  • Change the settings of your chosen strategy. For example, increase your budget if the limit you set doesn't allow you to win auctions.

You can also follow Yandex's recommendations for improving advertising performance.

Favicons in ads

Your website's icon (favicon) can be added to Direct ads on the Yandex search results page.

What is a favicon?

A favicon is a small image displayed in a snippet in Yandex search results (including the ad section), next to the site address in the browser address bar, next to the site name in the Favorites or Bookmarks of the browser.

How do I install a favicon?

The image from your file named favicon is automatically uploaded as the favicon. This file is usually located in the root directory of the advertised website or is embedded in its HTML code.

Important. For search results, Yandex loads the favicon from the HTTPS version of your site. If the favicon is not available, it's not displayed.
Note.

After you add a new favicon, it may take some time for the information to be updated. This means that the changes are not immediately displayed in the output.

What are the requirements for a favicon?

Size: 16 × 16, 32 × 32, or 120 × 120 pixels.

Format: ICO (recommended), GIF, JPEG, PNG, BMP.

Why is my site displayed without a favicon in the ad?

In Yandex.Direct, the favicon is added automatically from the organic search results. Check whether the favicon is in the root directory of the site. Otherwise, install it.

Attention.

If you replaced a favicon which was installed previously or added a new one, it may take some time to update the information about it. This means that the changes are not immediately displayed in the output.

Why does my site have a favicon in search results, but no favicon in the ad section?
In Yandex.Direct, the favicon is added automatically from the organic search results. If the favicon is installed on the site and shows up in search results, but not in the ad, make sure that it's the same for different versions of the site:
  • At the URLs both with and without www.
  • On the hosts with HTTP and HTTPS.

If you can't figure out how to install a favicon, we recommend that you contact Yandex.Webmaster support.

Favicon fails to display or wrong image is displayed

We recommend that you check the favicon in the search results. To do this, enter the site domain in the search bar and look up search snippets.

If the organic search results (snippets not labeled as “Ad”) show no favicon for the site, or the favicon is the same as for the ad and you want to display another favicon, contact your webmaster. After the desired favicon starts showing up for the site in the organic output, the data is updated in Yandex.Direct.

The favicon may fail to display if the site hasn't been indexed yet.

If you need more help, please contact Yandex.Webmaster support.

My favicon was set up correctly but it still isn't displaying

Yandex.Direct does not guarantee that favicons will display for all ads (even if the favicon is correctly configured). Ads can be displayed without a favicon — this is normal.

Attention.

If you replaced a favicon which was installed previously or added a new one, it may take some time to update the information about it. This means that the changes are not immediately displayed in the output.

If the favicon is installed correctly on every version of the site, and search results show a correct favicon for the site, but no favicon is shown for ads on search, contact us using the feedback form.

SERP layouts

The SERP layout technology makes a decision about the search results in each specific case regarding how the ads will look and how they will be placed. The resulting version of the search results depends on the user and advertising subject. Each individual option for showing search results is a separate layout.

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.

You can't view statistics on individual layouts. There's a metric in the statistics called “Average volume of purchased traffic”. Use it to evaluate your growth potential on search.

You can't disable individual layouts. However, impressions in layouts depend on presence or absence of additional elements in the ad: sitelinks, their descriptions, address and phone number, images, video extensions, and others. The more elements you add, the higher the chance that your ad shows up in every SERP layout possible.

Displays stop in distributed mode

In distributed mode, ads are served in a way that spends the daily budget evenly throughout the day or during the period specified in time targeting. If your budget is not enough for continuous impressions, your ads will get paused periodically.

You can see the distribution of visits itemized by hour in the “Yandex.Direct, summary” report of Yandex.Metrica. If the report shows that ad impressions are irregular for very short periods, and the daily budget is quickly spent, it means that the current system settings do not allow you to optimally distribute impressions. Increase your daily budget, change bids, or switch to a weekly budget.

Can I display a Search banner and a Text & Image Ad at the same time?

If the “Search banner” and “Text & Image Ads” campaigns use the same keywords, both ads can be displayed for the same search query.

Other questions about impressions

If you still have questions about impressions, you may find answers below.

Select a topic:
Possible causes:
You saw a different ad (with a different title, text, link, or image) with a duplicate keyword or broader keyword (for a nested query)

Perhaps there's a campaign or ad group under your username that uses a similar or broader keyword.

For example, if you get impressions for buy cheap smartphone in Moscow, perhaps some other campaign or ad group uses a broader keyword like buy smartphone. Such an impression is considered valid, because the search query buy cheap smartphone in Moscow is nested in the keyword buy smartphone.

Please also keep in mind that the ad with the best overall score is selected for display. The score is based on the bid, quality coefficient, and CTR forecast.

Previous ad version is served

If you made changes to an ad and it was submitted for moderation, but didn't pass moderation yet or passed it partially (for example, the text was approved, but the sitelinks haven't been checked yet), then the old version of the ad is displayed (even if you see a new ad version in the interface).

Until the new version of the ad is fully approved by moderation and activation is complete (this may take up to 180 minutes under clause 4.1 of the Ad serving rules ), the previous version is served, and the Yandex.Direct interface shows this warning under the ad or ad group: “Previous version of the ad is running”.

Activation is not complete

If you made any changes to the ad, the search results will show the new version only after moderation is successful and activation is complete (that may take up to 180 minutes under clause 4.1 of the Ad serving rules).

The activation process begins after the ads are checked and approved. Until all the elements are approved by moderators and activation is complete, the previous version of the ad is served.

Any ads that are stopped or belong to a stopped campaign are only sent for activation after they are enabled. For example, if the campaign was moderated at 12:00, but the ads were enabled at 13:00, the activation time must be counted from the time the ads were enabled.

You didn't see the ad, but organic search results

Yandex.Direct ads served on search are labeled as Ad. Check for this label next to the ad. If there's no Ad label, you are probably seeing your site in the normal (organic) search results.

The ad design is overly simplistic (with some elements missing, like sitelinks)

Ads can display without additional elements (sitelinks, vCard, display domain), even if these elements were set up — it's a minimalist design.

Search results display different combinations of ads of different heights, for example:
  • One expanded ad and 1–3 ads in the minimalist design.
  • One regular ad and multiple ads in the minimalist design.

An ad in the expanded format can be displayed with 2, 4, 6, or 8 sitelinks — it depends on the matched SERP layout rather than the number of sitelinks added to the ad.

Some elements may not necessarily be displayed. Your ads may be served with all their elements or in the minimalist design, meaning without images, sitelinks, vCard, and some other elements. You can't opt out of this display format: see clause 5.13 of the Ad serving rules.

We constantly test many variants of search results, accounting for different search scenarios. Therefore, ad impressions adapt to the suggested layouts.

Your ad was displayed as part of an experiment

We regularly test new ad formats, adding various design options and new ad elements. This helps us make your ads more appealing to users and more effective for advertisers and ad sites.

We run experiments on Yandex.Direct on a regular basis, but only on certain queries rather than whole ad campaigns. The experiments can't affect your placement performance. You can't opt out of an experiment: see clause 5.7 of the Ad serving rules.

Other issues:

This type of impression depends on the search result variant (SERP layout).

We are continually testing many search result variants in different search scenarios. This means that your ads may be displayed with any matching SERP layout.

In the given layout, the ad in the first position of the premium block is shown in expanded format.

If you added 8 sitelinks to the ad, the expanded ad may be displayed with any number of sitelinks because it depends on the matched layout rather than the total number of sitelinks added to the ad.

If an impression occurred without an expanded response, it means that the system selected a different layout (with the best combination of CTR forecast, quality, cost, and user metrics).

When you set the bid above 100 as recommended to attract traffic, your ads are included in SERP layouts and auctions to bring the relevant amount of traffic, but only when the system selects the ads for display.

When you enable the company card, the system runs two actions: disables the vCard and enables the company.

Activation of those changes may take different amounts of time (disabling of the vCard may take less time), which means the ad may display without the contact information for a while.

We recommend that you wait until the activation is complete and check the ad again.

This might happen if:
If you don't use those features

Please copy the link from the ad title and send it to be checked by the customer service department using the feedback form.

We need the link so we can find the relevant ad in the system and check it. To copy the link, right click on the ad title and select Copy link URL. If you have copied the link correctly, it looks like this:
  • http://yabs.yandex.ru/count/… (from Search).
  • https://an.yandex.ru/count/… (from ad networks).
If you've done everything correctly but the link has a different format, you are probably running an ad blocker in your browser. Disable the ad blocker and copy the link again.

Check the statistics to see if the ad displays an image. To do this, go to Report Wizard, select the Formats cross-section, and set up a filter by ad number and ad site type (ad networks).

It's normal that ads are served without images sometimes. Reasons for serving an ad without an image:

  • The ad site doesn't support ads with images.

    According to Ad serving rules, depending on the settings selected by the ad network member, ads may be displayed either with or without images.

  • The ad site doesn't support widescreen images.

    In this case, we recommend that you create ads with different image formats in the same ad group.

  • The system sometimes displays an ad without an image to run a test. Sometimes the version without an image turns out to be more appealing to users (this may be the case when the image isn't a good match).

Yandex.Direct doesn't guarantee that the image is added for every impression. The system may show an ad without an image sometimes.

To make it more likely that your ads are served with images on all the available content sites, we recommend that you create two variants of each ad. One with a standard image size, and the other with a wide-format image size. Read more in Images in ads.

We also recommend that you create image ads. You can create them in the adaptive format to suit different placements: this greatly increases the probability of a broader reach in ad networks.

If the statistics contain no impressions with images, write to the customer service department using the feedback form.

For Text & Image ads, the system can automatically adjust the image size depending on the ad site requirements.

When you place an image, it might be cropped proportionally (by no more than 25% and only relative to the center). This depends on the settings of the ad site that displays the ad. When displayed, the size can be from 37.5 to 480 pixels on one side.

The system automatically determines the format to render on a given ad site. You can't disable a certain image format separately. An ad can either be shown with an image (if any) or without an image.

The image may be reduced or cropped to fit in an ad block on a particular site, even if the campaign has an ad with an image in a different format that won't be cropped in the same ad block. Use the smart centers setting to ensure correct cropping.

If your site domain is not displayed correctly in your ad in search results, write to the customer service department using the feedback form.

If the above reasons don't apply to your case, write to the customer service department using the feedback form.

Please include a link from the title of the ad you see in the ad block. We need it so we can find the relevant ad in the system and check it. To copy the link, right click on the ad title and select Copy link URL. If you have copied the link correctly, it looks like this:
  • http://yabs.yandex.ru/count/… (on Search).
  • https://an.yandex.ru/count/… (in ad networks).
If you've done everything correctly but the link has a different format, you are probably running an ad blocker in your browser. Disable the ad blocker and copy the link again.

On Yandex search, ads are served for search queries containing whole keywords that you specified.

For example, if you set the keyword tours to mars, we will show your ads for the search queries tours to mars, discount tours to mars, tours to mars deals, reserve tours to mars, and so on, but we won't show them for tours to the moon or is there life on mars.

When serving ads on ad networks, the system automatically selects ads that have the keywords that match the subject matter of the content site or the interests of a user. For example, an ad about tours to Mars might be displayed on a page about traveling, or shown to a user who is interested in flights to Mars.

Select a question:

You can view the data on user queries in the Search queries report. This report shows:
  • Search query — the search terms entered by the user.
  • Targeting criteria — the criteria used to serve the ad (keyword, autotargeting, or dynamic text ad targets).
  • Type of matching— the type of matching between the original keyword and the keyword that triggered the ad.
  • Matched keywords — the keywords selected automatically using autotargeting or dynamic text ad targets, or semantic matching.

Your ad can be triggered by nested queries. The as shows up in search results if the query includes the keyword you specified.

For example, if you set the keyword tours to mars, we will show your ads for the search queries tours to mars, discount tours to mars, tours to mars deals, reserve tours to mars, and so on, because those queries contain the source keyword.

Possible causes:
You saw an ad from another campaign or ad group

Perhaps another campaign or ad group has a similar ad, but a different keyword has been set for it.

Autotargeting is used as targeting criteria

If the system identified that an ad matches the user's query, the ad can be displayed even if the query doesn't overlap with the specified keywords.

Autotargeting is an ad serving technology that is not based on keywords. It analyzes data in the ad and on the landing page and determines whether the ad matches the search query, user interests, or website content.

In the Search queries report, under Type of impressions criteria you can see whether the ad was served for a keyword or under autotargeting.

The system selected a synonym

Ads can be displayed both by keywords and by automatically identified synonyms of those keywords: see Ad serving rules.

You can use the Search queries report to evaluate impressions by synonyms: in the Match type column, you'll see the relationship between the source keyword and the keyword that triggered the ad.

The search query uses a different word form

For example, the word bound is a form of the word bind. Therefore, an ad with the keyword buy bound hoops can be shown for the query buy bind hoops.

You can use special operators to lock a specific word form.

Impressions for a keyword that was deleted recently

If you made any changes to the ad, the search results will show the new version only after moderation is successful and activation is complete (that may take up to 180 minutes under clause 4.1 of the Ad serving rules).

The activation process begins after the ads are checked and approved. Until all the elements are approved by moderators and activation is complete, the previous version of the ad is served.

Any ads that are stopped or belong to a stopped campaign are only sent for activation after they are enabled. For example, if the campaign was moderated at 12:00, but the ads were enabled at 13:00, the activation time must be counted from the time the ads were enabled.

Have you figured out why the ads are not served?

If you see that the ad is displayed for a query that's not in your keyword list and the above reasons don't apply to your case, contact the customer service department using the feedback form.

Please include a link from the title of the ad you see in the ad block. We need it so we can find the relevant ad in the system and check it. To copy the link, right click on the ad title and select Copy link URL. If you have copied the link correctly, it looks like this:
  • http://yabs.yandex.ru/count/… (from Search).
  • https://an.yandex.ru/count/… (from ad networks).
If you've done everything correctly but the link has a different format, you are probably running an ad blocker in your browser. Disable the ad blocker and copy the link again.

You can add individual words or keywords from search queries to the list of negative keywords .

You can also use special operators, for example, to lock a specific word form or number of words in a keyword.

Select a question:

What is keyword highlight in search results?

Highlight means making the keywords bold in the title and text of ads in search for a specific query. Highlight can be used not only in the ad title and text, but also in the domain name.

When are keywords highlighted?

The keywords that are not part of the query may be highlighted in the ad, if they are synonymous or context-setting.

Synonyms are selected based on the system algorithms: the internal synonym database is maintained by the Yandex search engine rather than Yandex.Direct.

Words that are not part of the query, but are highlighted in ads, set the context for the source query or are its synonyms according to our database.

Synonyms (context-setting words) exist for each query. For example, for some queries that contain installation, the database has the synonym install.

Synonyms for different queries aren't always the same (even if the queries contain the same word). Hence, the highlighting is not always the same.

The synonyms database is always in active development, so for different queries synonyms may vary over time.

Is highlighting used in ad networks? How does this happen?

YAN and ad exchanges also use keyword highlight.

Yandex.Direct has an algorithm to use bold font for individual keywords in the ad text based on the campaign's keywords and its own heuristics.

The highlight decision is made automatically based on the context of the ad site and advertiser's keywords. You can't separately disable or enable keyword highlighting.

Highlighting won't be triggered in 100% of impressions. For example, it's not used for retargeting.

In ad networks, the advertiser's keyword might not be entirely highlighted in the ad text, but only individual words from it.