Yandex Audiences ( audience.yandex.ru) is a service from Yandex that allows you to create individually customized target audience segments, and then display advertising based on the created segment.

• create segments using your data (phone numbers, e-mail);
• create and configure similar audiences (look-alike);
• work with the audience of your website or mobile application (based on Metrica data);
• creating an audience based on geolocation;
• creating an audience based on pixel data;
• use data provider segments.

In this article we will tell you how to create segments, run ads on them, and how to use them correctly in your work.

What is Yandex.Audience, what is it for and how does it work?

Simply put, Yandex.Audience is a service for creating segments of the target audience to whom we want to show our advertising. To create a segment, you need input data in the form of website visit statistics or customer contact information. You can use segments to display advertising in Yandex services: ADFOX, Direct and Display.

The service works as follows. After data is loaded into the system, it is processed, moderated and made available for use. To set up advertising for the desired segment, you just need to specify it in the advertising campaign settings. We will tell you how to do this below.

For each segment, you can view detailed statistics: coverage, audience information (gender, age), interests, and similarity of audiences.

How to create a segment in Yandex Audiences

As you already understand, segments in Yandex.Audience are created using one of the four methods mentioned above; let’s consider the first 3 as the most popular. If you want a review of the 4th method, write about it in the comments and we will publish an additional article.

Creating a segment based on downloaded data

To create this segment, you need data from your CRM system. Possible options:

• phone numbers(the number contains only numbers, without pluses, hyphens, spaces and parentheses);
• e-mail addresses(just email address, no capital letters);
• Mobile device IDs(alphanumeric string).

The data array is loaded either in the form text file format (.txt) in list form or (.csv). The file size is no more than 1 GB, the number of lines is at least 1000, and there is a semicolon at the end of each line. The data can be hashed before loading. Where can I get this data? Either from CRM systems, or from the client base in any other programs.

From theory to practice. Go to Yandex.Audience, click “Create a segment” and select the type of data that we will use.

Next we write the name of the segment. It’s better to come up with one that will talk about the characteristics of the segment, for example, “Regular customers” - those who have purchased 2 or more times. Select the type of data to be loaded, attach the file and click “Create segment”.

After creating a segment, it receives the “Processing” status, which means data is being collected. This usually takes no more than 2-3 hours and the segment is ready for use when it has more than 1000 entries.

Segment based on Yandex.Metrica data

When creating a segment based on Metrica data (usually used for), we also come up with a name and indicate the counter number (or select from those available in the account). Next you need to specify the data to be loaded:

• all site visitors;
• Ya.Metrica segment(audience with specified parameters);
• achieved the goal(for example, those who visited a certain page or left a request).

A segment will be created based on data for the last 90 days and will receive a ready status only if it includes at least 1000 unique records. Simply put, if over the last 3 months, fewer users have visited your website that Yandex can identify, then you won’t be able to create a segment.

In the case of a mobile application, the segment is created in an identical way, only based on service data AppMetrica.

In the right menu, after clicking “Create segment”, select “By geolocation”, then the geolocation type “Circle” or “Polygons”.

Next, you need to find or mark the necessary places on the map and include them in the segment. When searching for places, use names, addresses, or geocoordinates. To remove a location, simply click on it directly on the map.

You can also load places as a list, specifying the names one by one.

After creating a list of places or selecting a territory for a segment, you need to decide which users will fall into the segment:

• Regularly visits, lives or works in the selected area.
• There were N days for the period - users who fulfilled the specified condition. For example, you have been to the specified location less than 9 times in the last week.
• Currently located - users who are in a given geolocation right now.

This segment can be created provided that you have installed a tracking pixel in the banner using Yandex.Display or Direct. This pixel does not need to be installed on the site.

The main difference from other methods of creating an audience is that here you are targeting those who are simply saw your advertisement a certain number of times during the selected time period (no more than 99 days ago).

Based on DMP data

DMP is provider data. All users here are divided by category, age, interests, services used, etc.

To create, follow the clicks on the chain “ Create Segment - Based on External Data - Data Providers (DMP)." Access segments from DMP are free. To choosethe desired segment in the list, enter its name in the search bar.

Unlike other segments, this one does not require loading time and is available immediately after setup.

How to increase reach or set up Look-alike (segment of similar users)

To create a segment of similar users, select “Similar segment” in the menu on the right or click on the three-dot icon with already created segments and in the menu that opens, click “Segment of similar users”. Next, the classic is the name of the segment. Then we select the segment that will be the source, that is, the system will select users similar to those in the specified segment. And we finish by choosing how and how precisely we will expand the audience.

What do the checkboxes placed opposite the items to save distribution by city and device type mean, you ask. But here everything is also simple, this means that if the majority of users in the original audience are from Moscow and are searching from mobile devices, then the system will select exactly such an audience.

After completing the creation of a segment, it will be ready for use when the advertising system selects at least 1000 users for it.

How to start showing ads to Audience segments

Let's consider using a segment in Yandex.Direct. During the creation and setup of the advertising campaign, in the second step, when we write the title and , we put quick links and clarifications, then instead of listing keywords, scroll a little lower and next to the line “Conditions for selecting an audience” click “Add” and again “Add” condition" in the window that opens.

The next step is to add a pre-prepared audience segment as a condition.

How to use Yandex.Audience as efficiently as possible

Now let's move on to practice— let’s look at several real ways to use Yandex.Audience.

1. Show advertising about discounts, promotions and sales for those who have already bought from you once ( segment based on downloaded data). If a person purchased a product or service from you, and at least did not experience any negativity, or even better, if he was satisfied, then he will already be loyal to the company, which means the likelihood of a repeat purchase is much higher.
2. Remind about your offer to those who visited the site or landing page ( segment based on Metrica). In the b2b sphere and in other areas where there is a long transaction cycle and the client can choose for a very long time, it is necessary to show advertising to those who were on the site 30 to 60 days ago; during this period, global changes may not have occurred and the user is still choosing. But in this case, advertising should be conducted not on Landos, but on reviews, articles or cases.
3. Increase your reach by using look-like audience. This method gives the best results when using a segment based on data from customers who made a purchase as the initial segment. Then the system will look for those who are also actively buying.
4. Create special offer for those located near you ( segment by geolocation). Consider a promotion for those who have your company within walking distance. In the end, for them it is double motivation use your services - you don’t have to travel far + a discount or a gift.
5. We increase the bid per click for competitive queries, giving conversion. Select a request or RK in your account and set up bid adjustments for the target audience selected in the YA service. This way, people who are ready to buy right now will see your ad much more often.
6. Increase purchase conversion. To do this, set up an automatic bid increase for audiences with good conversion.

Conclusion

In general, I.Audience is a very useful service that can be used in many ways:

• return customers;
• increase conversion;
• attract the most motivated buyers;
• expand coverage;
• inform about promotions and discounts to those who have already made purchases.

In addition, this is an open field for creativity and experimentation; the main thing is not to be afraid to try, create and test new hypotheses.

Greetings, blog visitors!

Last week there was only one lesson, where I talked about, which are so necessary for the work of “stalking” advertising. The forty-third lesson will be devoted to approximately the same topic, only this time we will talk about the new Yandex service - Yandex Audience.

Using this tool, you can create segments consisting of lists of data about your customers. Lists can consist of email addresses, phone numbers or mobile device IDs of your clients. Also, segments can be created using data from Metrica counters available in your Yandex account.

Well, let's get to work!

How to create a segment in Yandex.Audience?

To get started with this service, follow the link: audience.yandex.ru

Look at the Yandex.Audience icon, do you see the letter beta there? This means that this service is in beta testing and is not yet fully operational, but you can already use it.

After this, the segment will be created, but you need to wait until Yandex processes the data. Only after this the segment can be used. And you can use it in Yandex.Direct.

How to use Yandex Audiences in Yandex.Direct?

If you read the lesson on remarketing lists, then I think you understand that Audience segments are used in retargeting. But advertising will not be shown to all visitors to your site, but to people whose data is included in your database. How is this possible? When processing the database you uploaded, Yandex compares its data with yours. And if the numbers from your database are contained in the Yandex database, then targeted ads will be shown to people from the list.

When you get to the retargeting condition assignments, select “Audience Segments” and select the desired segment:

You can also combine different segments by adding new conditions.

In addition, Yandex Audience implements Look-Alike technology. With its help, you can find users similar to people in the created segment. You can enable it by clicking on the ellipsis next to the segment and selecting “Segment of similar users”:

I want to highlight the new setting in Yandex Direct, which appeared not so long ago. This is a new type of targeting, the so-called Hyperlocal targeting by audience segments advertising in Yandex. The cost of advertising will also decrease due to more precise settings, that is, cutting off unnecessary traffic. Yandex is gradually increasing the complexity of its functions towards the Google Adwords system. At the very least, many new products are very reminiscent of Google's settings.

We will use this type of targeting only for YAN; for Search, this setting is available in the form of adjusting bids for the selected audience.

That is, if in YAN we simply show ourselves to those people whom we have chosen as Target Audience, then in Search we can increase bids for these same people, and for everyone else, reduce bids.

For Search, it makes no sense to select an audience because the keywords themselves are the selection criterion; here it is more logical to adjust the bid. Apparently this is the logic of Yandex engineers or whatever. Another thing is with YAN, here we cover a large area in terms of keywords and here it is very convenient to use a limiting factor, as if starting from a specific area or from other data.

See video on this setup:

Technically, without details, you simply place a point on the map and a circle with a radius of 500m-10km. So all the people who fall into this area and will be the segment you have chosen.

You also need to choose from three options for audience selection conditions:

• is now located
• happens regularly
• was in the location for X days, for a week, a month or 3 months

After this, the service will begin to create/select/collect data of those people who fit into this geolocation area. This the procedure may take some time, from several minutes to several hours. There is no need to overreact here, just wait until the process is over.

After the collection process is completed, the audience segment is ready for work.

We've discussed the theory, now let's move on to setup Hyperlocal targeting by audience segments.

Click on the yellow button "Create segment" and then select “Geolocation”.

Set the name of the segment.

Then, by clicking on the map, we can select the territory where data will be collected to be shown to the target audience.

You can also select the radius of the circle to collect data. Here you can select the behavior conditions of the target audience (is now, happens regularly, X days for a certain time) .

These settings allow for even more precise tuning, of course further narrowing the coverage. Here Don’t get carried away, if you set the settings as precisely as possible, then perhaps there won’t be that many people with such data. Therefore, it is better to make the coverage a little wider if the audience coverage is too small. Once your audience is selected, click "Create segment".

The service will gather an audience for some time. We must wait for the process to complete. Then you will see “Ready” in the status of the segment, and in the process of gathering an audience there will be an inscription "Processing". Again, make sure that once you gather an audience, it is not too small. The audience may be less than 1000 people. Of course, advertising in this case is possible, but it will go very slowly.

Everything we created Hyperlocation segment and we can move on to the second part of the setup, that is, connecting this segment with a live Yandex advertising campaign to set up targeting for this segment.

In the title, type the name of the segment that you gave it earlier. After the service "will find" it, click the “Save” button.

Another technical move. Check the box next to your segment and click “Save”.

After this, since you are in Edit Ad mode, click the “Next” link at the bottom of the screen. This will take you to the next stage of editing until it is completed.

This type of targeting can be combined with other conditions for selecting audiences.

Now let's make adjustments to Search advertising campaign. Go to the advertising campaign and follow the link "Change settings".

Next, sequentially, as in the figure, we set new rate adjustments. Select a new adjustment and then check the segment that we created earlier. Then click “Create adjustment”.

Now we can choose the type of adjustment itself. Here you can increase the cost per click for this segment in percentage terms. Then save and the setup is complete.

The setup is complete!

See video on this setup:

Use Page Search (CTR+F) to find the question you're looking for.

You have chosen the “Manual bid management” strategy and configured impressions only in networks. What impression management options are available to you?

Setting a Weekly Budget

Selecting display sites

Setting a daily budget

What indicators can be optimized using automatic Direct strategies?

Place of ad display

Number or cost of clicks

Return on Investment

Average price of the target action

Which of the following strategies can be recommended to reduce the cost of conversion while maintaining the same budget?

“Average cost of conversions” or “Weekly budget: maximum conversions” - the second strategy will target the most converting impressions

If you select the Weekly Budget strategy and do not set a maximum cost per click limit, what is your maximum cost per click?

It will not exceed 10% of the weekly budget and 50 USD. e.

It will be equal to the amount of the established weekly budget.

It will not exceed 10% of the weekly budget and 450 rubles.

The auto repair shop advertises a routine inspection service. The workshop can service no more than 50 cars per week, and the advertising budget is limited. What strategy is suitable in this case?

Weekly package of clicks.

Average conversion cost.

Manual bid control.

Manual bid control.

Average return on investment.

Average conversion cost.

Select tasks that can be solved using automatic strategies in Direct.

Maintain the average ROI coefficient equal to 2.

Receive conversions at a given average price.

Always show ads only in the selected location in the ad unit.

Show the ad only during peak shopping hours.

Spend no more than a certain budget.

The campaign has a sufficient number of clicks over the last 28 days, which is calculated using a special formula

What conditions must be met in order to select the Weekly Budget: Maximum Conversion strategy?

The campaign has exceeded the threshold for the number of targeted visits over the last 28 days.

In the campaign parameters, link marking is enabled or the counter number is specified.

The campaign has had at least one targeted visit and has exceeded the threshold for the number of targeted visits and clicks over the past 28 days.

A Metrics counter is installed on the site and at least one non-composite goal is set.

The advertiser plans to expand his business, so he wants to attract the maximum audience to the site. Which automatic strategy solves this problem?

Average conversion cost.

Weekly budget: maximum clicks.

Weekly package of clicks.

Over what period will the system try to spend a given amount if you select the “Weekly budget” strategy?

For a week from Monday to Sunday.

In the last 7 days.

Within 7 working days.

A large online store of household appliances is planning a sale of heaters. It is important for the store to maintain a certain percentage of return on investment. Which automatic strategy is suitable in this case?

Average conversion cost.

Weekly budget.

Average cost per click.

The key task of the advertiser is to increase the benefits from investments in online advertising or maintain it at a certain level. What strategy can be recommended to an advertiser?

If he already has accumulated statistics, the “Weekly Pack of Clicks” will do. You need to slightly increase the number of clicks in the strategy settings.

“Weekly budget: maximum conversions” - the more conversions to orders, the higher the profitability.

A strategy with manual bid control and set click prices at the level of the first special placement. The more traffic, the higher the profitability

Average return on investment.

In what case does Direct optimize the cost of a click, conversion or other indicators, without going beyond the restrictions set by the advertiser?

When choosing any automatic strategy.

When shown on networks. The chosen strategy or other settings do not matter.

When choosing a strategy with manual bet management.

When you select the Weekly Budget strategy on the campaign page, you can configure the priority of keywords (high, medium, low). What does this mean?

Low priority phrases will only appear on the All Ads page.

Phrases with high priority will be placed in special placements, and phrases with low priority will be placed in dynamic displays.

Phrases with higher priority will be promoted to better positions whenever possible. If there is not enough budget, such phrases are the last to be disabled.

The campaign selected the “Weekly Budget: Maximum Conversion” strategy. The advertiser raised the prices per click, leaving the budget unchanged. There were more conversions, and their average price decreased. Why?

This is a fictitious situation, it doesn’t happen. Conversions should become more expensive as bids are priced higher.

The advertiser delivers drinking water to apartments, houses and offices in Moscow. The goal of the search advertising campaign is to increase the number of orders for water delivery to apartments and houses. Select the most suitable queries.

drinking water + to home, water delivery in Moscow, drinking water delivery

order water to the office, deliver water to the office, buy a cooler for the office

water for the house, water for the house, water for the dacha

water delivery, drinking water, water cooler

Key phrase: electric boiler for heating. For which search query will your ad not be shown?

buy an electric boiler for heating

Key phrase: [towel dispenser]. The square brackets operator is used. For which search query will your ad not be shown?

wall mounted towel dispenser

paper towel dispenser

order towel dispenser

buy a towel dispenser

The ad group uses key phrases: buy a husky puppy, husky puppies, husky puppies in Moscow. Advertisement title: #Husky puppies# in Moscow. How will the phrases be inserted into the title?

buy a husky puppy in Moscow, husky puppies in Moscow in Moscow

A user is looking for flights from Oslo to Chicago. Select the option of using operators that will allow the advertiser to correctly take into account the direction of the flight

Tickets [Oslo-Chicago]

Key phrase: buy an apartment + in Moscow. The plus operator is used. What search queries will be shown for?

buy a small apartment in Moscow

loan for an apartment Moscow

buy an apartment in Moscow

Moscow buy an apartment + on credit

Moscow buy an apartment

buy a two-room apartment in Moscow

Key phrase: last minute [tours to Egypt]. The square brackets operator is used. What search queries will be shown for?

last minute tour to Egypt

last minute tours Egypt

hot tours to Egypt

Egypt last minute tours

burning tour to egypt

buy a stroller in Moscow

buy a stroller online

buy a stroller in Moscow

where to buy a stroller

Key phrase: buy a stroller. For what search query will there be no impressions?

buying a stroller

buy a stroller online

buy a stroller in Moscow

where to buy a stroller

The goal of the online campaign is to increase the number of installations of a mobile application for reading books with a built-in library. Select the most relevant queries.

download ereader, application for books, ereader for android

fiction, Tolstoy's novels, The Idiot summary

fb2 books, pdf books, mobi books

Request: everything for artists. Select options for using operators in which the search engine will take into account all the words in the query.

Everything for artists

Everything for artists

everything + for artists

"everything for artists"

+all +for artists

Default phrase - appointment at the dentist's office .

The ad group uses key phrases: Buy a smartphone under 20,000, Buy an inexpensive smartphone, Inexpensive smartphones. Ad title: #Smartphones from RUB 10,000#. How will the phrases be inserted into the title?

For all phrases, the title will look like Smartphones from 10,000 rubles.

buy a smartphone under 20,000, buy an inexpensive smartphone, inexpensive smartphones

Buy a smartphone under 20,000, Buy an inexpensive smartphone, Cheap smartphones

Key phrase: holiday + on Baikal. The plus operator is used. Which of these search terms will not show your ad?

inexpensive holiday Baikal

holiday on Lake Baikal inexpensively

family holiday on Lake Baikal inexpensively

holiday on Baikal 2017

Search term: how to grind coffee. Select a combination of operators that will allow you to take into account all word forms in the query.

how to grind coffee

How to grind coffee

"how to grind coffee"

+how to grind coffee

Key phrase: inexpensive vacation. Which of these search terms will your ad show for? The display condition is a phrase.

cheap holiday

inexpensive tours

vacation inexpensive

relax inexpensively

In what parts of the ad can the template be used?

Text.

Title.

The user is looking for a bus from Moscow to Riga. Select an option for using operators that will allow the advertiser to correctly take into account the direction of the bus.

"Bus Moscow-Riga"

Bus [Moscow-Riga]

Bus + from Moscow + to Riga

Bus! from Moscow! to Riga

Key phrase: !sell a smartphone. The exclamation point operator was used. What search queries will be shown for?

Moscow sell smartphone

selling smartphone

selling a smartphone in Moscow

I want to sell a smartphone in Moscow

where to sell a smartphone in Moscow

Request: used car. Choose the correct use of operators so that the search engine will take into account all the words in the query.

used car

car! used

car + used

used car

Key phrase: buy a house inexpensively. What user queries will trigger the ad?

buy an inexpensive house

where to buy a house inexpensively

buy a house! inexpensive

inexpensive house

The ad group uses key phrases: buy a women's bag, buy a leather bag, buy a summer bag. Ad title: #Buy a women's bag#. How will the phrases be inserted into the title?

For all phrases, the headline will look like Buy a women's bag

buy a women's bag, buy a leather bag, Buy a summer bag

buy a women's bag, buy a leather bag, buy a summer bag

Buy a women's bag, Buy a leather bag, Buy a summer bag

The ad title uses the following template: #Registration at the dentist's office#. Key phrases of the group: Sign up for a dentist's office, Dentist's office, Find a dentist's office. The ad was displayed using an additional relevant phrase: dental office. What will the user see in the title?

An additional relevant phrase is dental office. They are also substituted into templates.

The shortest key phrase is dentist's office.

The default phrase is appointment at the dentist's office.

Key phrase: discount coupon. Negative phrase: "discount coupon". The negative phrase uses the quote operator. What search query will not show any impressions?

Discount coupon

Coupon discount

Discount coupons Moscow

Discount restaurant coupon

Search query: how to pass MOT. Select a combination of operators that will allow you to take into account all word forms in the query.

Search query: how to pass MOT. What combination of operators will fix the form of each word?

+how!to pass +then

How to get through +to

how to get through +to

Key phrase: buy a car + in the bottom. The plus operator is used. For what search queries will there be no impressions?

buy a car Nizhny Novgorod

buy a car on credit Nizhny

buy a car in Nizhny Tagil

Key phrase: "Moscow-Chelyabinsk tickets." The quote operator was used. What search query will the ad be shown for?

tickets Chelyabinsk Moscow

buy tickets Moscow Chelyabinsk

tickets Moscow Chelyabinsk find

Key phrase: concert tickets. For which search query will your ad not be shown?

buy concert tickets

concerts in Moscow

concert tickets price

Key phrase: how to grind pepper. Operators are not used. What search queries will the ad be shown for?

red pepper

harm from ground pepper

ground pepper

how to grind pepper

ground pepper

The advertiser is engaged in corporate catering and baking. The goal of the advertising campaign in networks is to increase the number of corporate orders for baked goods. Select the most relevant queries.

gifts with logo, corporate gifts, cookies with logo, gifts with logo

cupcakes, pastries, eclairs

sweets recipe, baking recipe, how to make cheesecake

Alyonka, Red October, Babaevsky

Advertiser - art school. The purpose of the search advertising campaign is to attract new students to watercolor courses. Select the most relevant queries.

landscapes in watercolors, portraits in watercolors, drawings in watercolors

buy watercolors, buy watercolor paints, art watercolors Leningrad

watercolor lessons, watercolor master class, registration for watercolor courses

learn to draw, learn sketching, art school

On the bidding page, next to the keywords there is one number of clicks, and in the “By Keywords” report there is a different number. Why do the numbers differ?

The bidding page displays only clicks from the main Yandex search for the last 28 days of ad impressions, and reports show all clicks

Where can I see in statistics how many clicks there were on a virtual business card?

In the Report Wizard for a single campaign or for all campaigns

In the Report Wizard for a separate campaign

Only in Yandex.Metrica

What impressions and clicks are shown on the bidding page?

From all sites over the last 28 days.

From the main Yandex search for the last 28 days of operation of the phrase.

From all platforms throughout the campaign.

How to determine the type of conditions for displaying an ad?

Build a “Statistics by day” report.

Make a cut according to the display conditions in the “Report Wizard”.

Order a special report through “Order reports”.

Build a “Search queries” report.

Which of the following actions can lead to an increase in the CTR of a phrase?

Removing target queries from the list of negative keywords.

Adding negative keywords to a phrase.

Adding a key phrase to the ad text using a template.

Replacing the landing page with one that is more relevant to the ad group.

Clarification of the phrase by operators.

What CTR do we see on the bidding page?

CTR phrases in guaranteed impressions.

CTR phrases in special placements.

Generalized CTR in special placements and guaranteed impressions.

The order form on the website has been simplified. What indicators might this affect?

Target price.

Percentage of conversions by goal.

The number of ad impressions in Direct.

CTR of key phrases in Direct.

You found a large number of non-targeted queries in your search campaign. There are a lot of clicks on them, but there are no conversions on the site. How to find and cancel such requests in Direct statistics?

From the “Phrases by day” report, copy all non-converting phrases and add them to negative phrases for a campaign or group.

You can directly select and uncheck all unnecessary ones in the “Search queries” report.

You can find non-target queries in the Report Wizard, copy them and add them to negative phrases for the entire campaign.

What is indicated in the “Conversions” column in Direct statistics?

Number of goal achievements in Metrica.

The number of users who achieved the goal in Metrica.

The ratio of the number of clicks to the amount of cost per click.

The number of visits in Metrica during which the goal was achieved.

Maria wants to redistribute the campaign budget to the most effective display regions and devices. But first she needs to figure out which devices and regions consistently perform well. How to quickly get this data?

Study the already accumulated statistics using slices in the Report Wizard.

Create and launch several campaigns one by one for different devices and different regions.

Divide ad groups into different devices and regions to collect statistics.

The number of impressions for the phrase has increased. CTR phrases, conversion rate (CR) and cost per click (CPC) remained unchanged. How will the target price change?

Will not change.

Will rise.

Will go down.

The account has several campaigns. Of these, three work for the same region, but with different products. You need to build a report only for these campaigns. What are the ways to do this?

No way. You can view statistics for just one campaign, or for all campaigns at once. It is not possible to generate a report for some campaigns.

Order a report on the “Order reports” page.

On the “My Campaigns” page, check the required boxes and click the “Show Statistics” button.

There is a special section - “Statistics for all campaigns”. There, in the Report Wizard, you can select the desired campaigns from the list and build a report on them.

Metrica reports show that the campaign had many conversions from Direct for the same search query. How to find out what keyword the impressions were for?

Using the “Phrases by day” report.

Using the Search Queries report.

Using the “Order Reports” tool.

Using the Report Wizard.

The system selected an additional phrase (apartment humidifier) ​​with a higher CTR and conversion rate than the original phrase (home humidifier). What can you do with an additional phrase to increase the effectiveness of your advertising campaign?

Replace the original phrase with a more effective additional one.

Add it to key phrases and ad text to increase CTR.

You don’t have to do anything - the system itself will increase the number of impressions for a more effective phrase.

How can adding negative keywords to a keyword affect the performance of an advertising campaign?

Increases CTR

Will reduce the cost of achieving the goal.

Will increase the number of impressions due to more accurate queries.

Reduces audience reach on networks.

One of the key phrases shows a significantly lower percentage of conversions for the Purchasing goal than the others. How to reduce the cost of conversions from this phrase?

Replace the ad landing page with a more relevant one.

Set a higher bid for the phrase to get more traffic.

Clarify the phrase with negative keywords and reduce the number of non-targeted impressions.

Make the ad more detailed so that it attracts only interested users.

How is the CTR forecast calculated in Direct?

Calculated once a week for each active ad.

It is calculated separately for each ad impression, taking into account the interests of a particular user.

It is calculated for the campaign as a whole, taking into account the history of impressions and “domain karma”.

What does audience reach in networks mean?

The exact value of impressions based on accumulated statistics

Forecasting the likelihood of an ad being clicked

Forecasting the likelihood of an ad being shown

In the entire online store campaign, the minimum price valid for search is high. What can I do to reduce it?

Specify the region of displays. In different regions, the minimum price applicable for search is different.

How can I manage impressions based on synonyms and additional relevant phrases?

Selection of targeting and bid adjustments.

Managing the share of the budget that can be spent on impressions for both types of phrases.

Correct selection of negative keywords.

The ad is shown based on key phrases and audience selection conditions to those who have already been to the advertiser’s website. At the same time, the campaign is set to adjust rates for women over 45 years old. Which setting will work on the search if the user matches both?

Both will work - the display will be based on the conditions for selecting an audience, taking into account the adjustment of bids.

Only bid adjustments and search queries will be taken into account when serving.

What opportunities and advantages does placing ads on networks give an advertiser?

Show ads with video or image.

Automatic reduction in click price for sites with lower predicted conversion.

Ability to display ads on specific sites and pages.

Advertising campaign ads are shown both in search and in networks. CTR in networks is lower. How will this affect the ads that appear in searches?

CTR for networks and for search is calculated separately. Therefore, CTR in networks and its changes do not affect impressions and prices in search.

This will reduce the CTR in search. To display ads in special placements, you will have to set higher bids than if the ads appeared only in search.

This will reduce the CTR in search. To show ads in guaranteed impressions, you will have to bid higher than if the ads only appeared in search.

Why can the price of entry to special accommodation be the same as the price of the first place in special accommodation?

The remaining special placement positions are occupied by Yandex.Market offers, so the ad can only be placed in the first place.

It can not be so.

For this advertisement, the barrier to entry into special accommodation is very high. As soon as the advertiser overcomes it, he will immediately get to first place in the special placement.

The remaining positions are occupied, and the ad can only be placed in the first place.

Your client is looking for his ad in a specific position for a specific phrase, but sees it in a different position. Your location regions and display regions are the same. Why can an ad be shown in different positions to you and the client in a search?

We have different browsers.

The campaign is configured to adjust bids by gender and age. We belong to different socio-demographic groups.

Due to the influence of user factors on ranking in Direct.

The campaign is shown only on networks. In the ad group there is the phrase “cheap tours to Egypt” (in quotes). How will ads from this group be shown?

Ads will only be shown on sites where this phrase appears, and to users who searched for this exact phrase.

In this case, ads can only be shown based on audience selection conditions. Quotes prohibit impressions on networks.

Ads can be shown on any thematic sites about Egypt and tours.

On what platforms can Direct ads be shown?

On external SSP sites - on websites and in applications.

In applications and on Yandex project websites.

On the main page of Yandex.

Which statements about ad impressions on networks are true?

The same platform can place both search and classified advertising.

On networks, ads can be shown with all the extras and images.

Ads can only be shown to those users who have already visited the advertiser’s website or asked Yandex about relevant goods and services.

The group has a regular ad and a mobile one. Which one will be shown on a mobile device?

Mobile.

The system will randomly select one of these advertisements.

The one with better performance will be shown.

Where is an ad shown that has a bid lower than the minimum bid in search?

In dynamic impressions, on the “All ads” page.

Only on the “All announcements” page.

What metrics are taken into account when selecting ads to display in all search result positions?

Quality factor.

Click-through rate and cost per click specified by the advertiser.

Keyword productivity.

Key phrase without stop words.

The ad is shown based on the audience selection condition to those who abandoned the order on the advertiser’s website. At the same time, the campaign adjusts rates for men aged 35 to 44 years. What settings will affect display on networks if the user matches both?

Only bid adjustments will be taken into account when displaying.

Both will work - the display will be based on the conditions for selecting an audience, taking into account the adjustment of bids.

When displaying, only the audience selection condition will be taken into account.

There are two ads in the advertising campaign. For the first, the key phrase was used (buy paints), and for the second, “buy paints” (in quotes). The query in the second ad has a higher CTR, Quality Score, and Bid combination. Which of these ads will be shown to the user when he enters the query: buy paints?

The second ad has a combination of CTR, quality score and higher bid.

The second declaration is that the use of operators gives the phrase priority.

The first ad is shown for all variants of similar queries.

In what places can image ads be shown?

On mobile devices in networks.

On the search page for all advertisements.

In the search results on the Yandex.Maps service.

On the sites of partner SSP networks.

How are ads selected for the block of guaranteed impressions?

Ads with the best combination of cost per click, quality factor and CTR are selected for the block.

Direct ads with the highest bids are selected for the block.

Direct ads with the highest CTR and bids per click are selected for the block.

Direct ads with the highest CTR are selected for the block.

Choose the correct continuation of the statement. If the phrase of a regular ad is equal in accuracy to the phrase of a dynamic ad, then:

The dynamic ad will have priority when shown.

The system will select the most effective ad from these two for display.

The regular ad will have priority when shown.

The key phrase (online store for fishermen) and the audience selection condition “Visited online store.rf” were simultaneously added to the ad. How will the ad be displayed?

In search, the ad will be shown by key phrase, and in networks - by both key phrase and condition.

In search, the ad will be shown based on a key phrase, and in networks - based on the conditions for selecting an audience.

The ad will be shown in search and in networks to users who typed a request (online store for fishermen) and were previously on the website online store.rf.

The advertiser has set up geographic targeting throughout Russia. How will impressions be generated for keywords in different regions?

Keywords will only compete based on CTR in the selected region.

Depending on the number of competitors in different cities, the same ad upon request may be shown in different blocks.

Regardless of the specific city, each click will be paid at the average price.

Where are ads shown by default in Direct?

On all types of devices where there is a target audience.

Only on desktop. Impressions on mobile devices must be configured separately.

On desktop and tablets. According to statistics, they only buy there.

You need to show ads in search at one time, and in networks at another time. How to do it?

Set up hourly bid adjustments for groups with network ads.

Separate ads for networks into a separate campaign.

Set up different display schedules in one advertising campaign.

There are no mobile ads in the group. Will this group's ads show on mobile devices?

No, they will not do. To display on mobile devices, you need to create special ads.

Yes, they will. The ad type does not affect where it is shown.

No, they will not do. There is a separate campaign type for impressions on mobile devices.

Yes, they will, but taking into account CTR and competition on the desktop.

What business problems can be solved using impressions based on audience selection conditions?

Find new potential clients with similar profiles to existing ones.

Increase the conversion of website visitors into customers.

Sell ​​additional goods or services to those who have already made a purchase.

Show ads in searches not by keywords, but by interests.

Attract new visitors to stores and branches by showing advertisements to those who regularly visit certain places.

In what order are ads shown in special placement and guaranteed impressions?

In random order.

In descending order CTR.

In descending order, the combination of bid, quality score and CTR.

In descending order, the product of cost per click and CTR.

Upon request, there are no competing advertisements in the Special Placement, but the price of entry into this block is still very high. Why?

It can not be so. The entry price in the absence of competitors will be minimal.

Special placement has an entry threshold that does not depend on the presence of competing advertisements. It is possible that a block does not contain a single ad.

The ad CTR for this query is not sufficient for Special Placement.

The phrase does not have enough quality factor for Special Placement.

How are ads sorted on the search results page for all Direct ads?

In descending order of cost per click.

Advertisements are placed in random order.

In descending order of quality factor.

Click through rate, cost per click and quality factor are taken into account.

The group consists of two mobile ads. Can they be shown on desktop?

They can, since there is no desktop ad in the group.

A group cannot contain only mobile ads.

They can't because these are mobile ads.

How can I improve my account quality score?

Collect all ad groups with high performance into one advertising campaign, and turn off the rest.

Add a virtual business card to your ads.

Increase CTR of phrases.

Complete all ad supplements as much as possible.

Clarify geographic and time targeting.

The advertiser plans to create a separate advertising campaign and adapt it as much as possible for display on mobile devices. What actions will help make your campaign effective and increase reach on smartphones?

Adding to mobile ad groups.

Only target users of the latest version of iOS.

Adding image ads in formats popular on mobile devices.

Adaptation of ad texts for mobile devices.

What does the productivity of phrases show?

The effectiveness of the phrase, taking into account the accumulated statistics on it.

The share of all possible impressions that an advertiser will receive for this phrase in conjunction with an ad group.

How well the phrase is developed in conjunction with a specific ad.

How does the “Take into account holidays” option work in time targeting?

Disables displays on holidays.

Includes holiday screenings.

Allows you to set up a schedule for showings on holidays or completely prohibit showings.

How does time targeting work in Yandex.Direct?

It limits the number of clicks during certain hours.

It allows you to limit the cost of displaying advertising during certain hours.

What are the benefits of adding to a mobile ad group?

Mobile ads can be targeted based on the interests of mobile app users.

More accurate calculation of click price and CTR - for mobile ads, only data from mobile devices is taken into account.

Increases the CTR of the group and allows the rest of the group’s ads to get into Special Placement at a reduced price.

In mobile ads, you can adapt texts for mobile devices.

Is it possible to create your own virtual business card for each ad group in one advertising campaign?

Can. A virtual business card is created when adding a new ad group or editing an existing one.

It is forbidden. A virtual business card can only be created for an entire campaign.

Is it possible to add the following display link to the yandex.ru domain: advertising-in-direct?

Select the correct statements about the displayed link.

It can provide additional information about the advertised product or service.

An advertiser wants to show ads to people who have already visited his online store. What can he use to solve this problem?

Smart banners.

Automatic strategies.

Dynamic ads in search.

Displays based on audience selection conditions.

The advertiser has changed the advertising campaign for impressions on networks. What changes will improve placement efficiency?

Adding image ads of different formats.

Adding images.

Adding mobile ads.

Write the same title and ad text.

Adding audience selection conditions.

How to make image mobile ads?

Upload ready-made banners or collect images of appropriate sizes in the Constructor - for example, 960 × 640.

Mark the ready-made image ads with the “Show on mobile screens” checkbox.

There are special ad formats for mobile screens; image ads are not shown on mobile screens.

Why create image ads in different sizes?

The more different formats, the higher the CTR of the ad group and the higher the account quality score.

To increase your chances of passing moderation.

To increase your audience reach. Ad unit formats may differ on different devices and platforms.

Select all false statements about the virtual business card.

It can make your ad more visible and clickable.

It cannot be added if the organization does not have an address.

It helps the user view the advertiser's contacts and additional information about him.

Clicks on a business card are cheaper than clicks on a website link.

Is it possible to exclude a certain region by adjusting bids by display region?

You can set the downward adjustment to minus 100%.

It is possible, but only at the campaign level. You can't set adjustments for an ad group.

No, you cannot completely eliminate a region by adjusting rates, but you can reduce the rate by 90%.

Do I need to fill out additional fields in advertisements? For example, clarifications, address and phone number.

Not necessary. They are not always shown and distract users from linking to the site.

The more fields are filled in, the better. They all increase CTR.

Which advertiser is best suited for location-based segment targeting?

A small chain of grocery stores, each of which serves residents of one area.

Famous electronics network.

A computer company entering a new market.

A furniture hypermarket that tries to attract as many customers as possible.

The campaign is shown only on networks. Targeting has been set up for Krasnoyarsk, advanced geotargeting is enabled. How will expanded geotargeting affect impressions on networks?

Ads will be shown to everyone who has ever looked for a product or service in Krasnoyarsk, regardless of their current location.

Ads will be shown to residents of Krasnoyarsk and people outside the city who visit Krasnoyarsk more often than other places.

The screenings will be only for residents of Krasnoyarsk.

What is interest targeting in Mobile App Advertising campaigns?

A special retargeting setting available only in this type of campaign. Using interest targeting, impressions are set up on networks.

Adjusting bids for users interested in applications of a certain category.

The more different types of ads and banner formats, the higher the chances of getting a good forecast.

Which of these advertisers would benefit from dynamic ads?

Online pharmacy.

A small hair salon that offers discounts on different types of nail coloring every day.

A large online electronics store with thousands of different products on its website.

For which objects can you set up time targeting in Direct?

Only for each ad.

How do bid adjustments improve ad performance?

You can pay less for clicks from users who belong to your target audience.

You can reduce the likelihood of your ads being shown to people outside your target audience.

The owner of an online store of tableware and kitchen goods creates an advertising campaign in Direct. The site has several sections with different types of products. How to optimally group his products within an account?

Create a separate campaign for each product on the site - each has only one key and one ad.

Combine them into two ad groups: one for the search campaign, the other for impressions on networks.

Create several ad groups, each with its own theme: for example, “Grill pans,” “Steamers,” “Serving utensils,” and so on.

Combine them into one ad group: Direct will show ads with those products that are most often searched for.

There is a lot of traffic from mobile searches, but there are also a lot of refusals. For the same phrases, the traffic on the desktop is of high quality, the bounce rate is acceptable. What do you advise an advertiser to check?

Usability of the mobile version.

There is a lot of traffic from mobile searches, but there are also a lot of refusals. What do you advise an advertiser to check?

Usability of the mobile version.

Page loading time. According to statistics, many sites take a long time to load and users lose patience.

Rates. They should be made as low as possible so that traffic does not load the site so much.

Key phrases - they need to be made as narrow as possible so that only interested people visit the site.

Ivan wants to increase his mobile audience reach. What's the best way to do this?

Create separate campaigns for different types of mobile devices.

Set bet adjustments with a higher odds for mobile devices.

Set down bid adjustments for desktop.

Raise all bets - coverage will increase on all types of devices.

Why create ads in different formats in Direct?

A variety of ad types and banner sizes allows you to display ads on more different sites and devices.

Of all formats, Direct selects the ad with the highest click-through rate forecast for display.

The campaign includes image ads. The task is to track calls only based on them, without taking into account all other types of advertisements. How can I do that?

You cannot specify a phone number in image ads, but you can set up dynamic call tracking on them on the website.

Indicate a separate number in virtual business cards of groups that contain only image ads and no other types of banners.

Indicate a separate number on the banners that is not used in other advertising formats.

How is a virtual business card useful for an advertiser?

When viewing from a mobile phone, you can call the specified number with one click.

It increases the click-through rate of your ad.

Clicking on a virtual business card is free.

When displayed in Yandex search from a business card, the company's phone number and opening hours are shown.

For which objects in Direct can you set up geographic targeting?

Both for the entire campaign and for individual ad groups.

Per ad group only.

How do impressions and clicks on additional relevant phrases affect the CTR of the original phrases and the cost per click?

They are taken into account in the CTR calculation in the same way as impressions and clicks on the original phrases, but do not affect the cost per click.

They are taken into account in the CTR calculation and affect the cost of a click in the same way as impressions and clicks on the original phrases.

They are not taken into account in calculating the CTR of the original phrase and the cost of clicking on them.

Why do you need to indicate the Metrica counter number in the parameters of an advertising campaign in Direct?

To understand what people who came from Direct are doing on the site. This helps to understand why there are clicks, but no conversions to orders.

Why do you need to link the Metrica counter to Direct?

For the correct operation of site monitoring - if the site becomes unavailable, Metrica monitoring will turn off advertising in Direct so that the budget is not wasted.

This allows you to customize the conditions for selecting an audience by goals and Metrics segments.

The metric is needed to enable some automatic strategies. The link helps optimize advertising costs not by CPC, but directly by CPA or even ROI.

To understand what people who came from Direct are doing on the site. This helps to understand why there are clicks, but no conversions to orders.

How are clarifications useful for an advertiser?

Increases ad attractiveness and CTR.

They provide an opportunity to provide potential buyers with additional information.

Increases the productivity of the phrase.

Allows you to display your ad in an expanded format.

Productivity guidelines say: “Add the entire phrase to the title.” In this case, the exact key phrase is already added to the title. Why does the system make this recommendation?

There was a draft in the group that did not have a key phrase in the title. Productivity recommendations take into account removed ads.

There is an ad in the group whose title consists only of a template.

There is another ad in the group whose title does not include the keyword phrase. The productivity score is calculated for all ads in the group.

You want your ads to appear in higher search positions, but there is no way to increase your cost per click. What else can you do to improve your ad's effectiveness?

Type the title of the ad in CAPITAL LETTERS.

Fill in the details.

Add a virtual business card to the ad group, specifying as detailed information as possible.

Add a picture to each ad.

The advertiser made several changes to the campaign. Which ones will increase the efficiency of placement?

Removing all negative phrases.

Filling out clarifications.

Refining geotargeting - setting only to those regions in which the advertiser’s business operates.

Adding a virtual business card.

Disable phrases with low CTR.

Using templates in ads.

An advertiser - an air ticket aggregator - wants to quickly generate advertising based on its data feed. Which Direct formats will solve his problem?

Dynamic ads.

Image ads.

Text and graphic advertisements.

Smart Banners .

Inform in the texts of your advertisements about discounts, promotions, gifts, etc.

Be sure to include the legal name of your organization.

Set up geotargeting and in the ad text indicate the name of the city or region in which the product or service is sold.

Include keywords in your ad text.

Created a new campaign. Opposite the key phrase we see the prices of the positions. Are competing listings taken into account in item prices?

Yes, all competing ads for a query are taken into account, except those stopped by time targeting.

No, they are not taken into account. The system takes into account the CTR forecast, the productivity of the phrase and the account quality score.

Yes, all competing ads for your query are taken into account. Competitor bid adjustments are not taken into account.

Can geotargeting settings affect the cost per click on an ad?

No, the cost per click takes into account all competitors for the selected keyword.

No, the price is only affected by the time of impressions and the number of competitors who are competing for an impression right now.

Yes, different regions have different numbers of competitors, so clicks will cost differently.

The advertiser set two adjustments: + 400% for mobile devices and + 300% for men from 18 to 24 years old. How will the rate be adjusted for a 23-year-old man with a mobile phone?

Only the first adjustment will work because it is larger.

Both adjustments will work.

Adjusting for gender and age will work because such adjustments have higher priority.

Let the bet on the phrase be 12 rubles. Three adjustments have been established: + 300% for women from 25 to 34, − 80% for St. Petersburg, + 50% for mobile devices. According to the advertisement, a 40-year-old St. Petersburg woman is transferring from her mobile phone. How will the rate be adjusted?

3.6 rub.

For which items in Direct can you adjust bids by display region?

For every ad.

To an ad group.

The advertiser, using the price wizard, set the setting “On search: set the price for the 1st special placement + 10% of the price, but not more than 100 rubles.” Having entered after 2 hours, the advertiser sees that the bid is not enough to get into the special placement. Why could this happen?

The price master changes rates once an hour. The rate will be changed soon.

The price master has not yet managed to change the rate a second time.

The Price Master changes bids for all phrases once. If the ad was later pushed out, the price master will not change anything a second time.

On one site in the external network, the CTR is higher, and on the other, the conversion is higher. On which site will the bids and cost per click be lower and why?

The cost per click will be lower on a site with a higher CTR. The higher the CTR, the lower the cost per click.

There will be no difference in bids or cost per click. The system will show ads more often on the site that gives more clicks to the site.

Direct will reduce rates on the site where the conversion rate is lower. The reduction will be proportional to the predicted number of conversions. Accordingly, the cost per click on this site will also be lower.

The cost per click on a virtual business card will be 0.3 rubles. below the assigned maximum rate.

The account has two active campaigns. One is about to run out of funds, and the other has 1,900 rubles left. Right now there is no way to top up your account, and campaigns cannot be stopped. What can you do to keep your campaigns going?

Connect to a General Account.

Transfer funds from the old campaign to the first one.

Transfer funds from another account.

Let the bid per phrase be 1 ruble. The advertiser set a downward adjustment for men of all ages by 90%. At what rate will the corresponding ad be shown to men?

At a rate of 1 rub. This adjustment cannot be made.

At a rate of 0.1 rub.

At a rate of 0.3 rubles, since the rate cannot be less than the minimum value for a given currency.

There are different boost adjustments for mobile devices at the campaign level and at the ad group level. What adjustments will be applied?

The adjustment specified for the group will be applied.

The adjustments will be cumulative.

The adjustment set for the campaign will be applied.

What indicators affect the cost of a click in external networks?

Ad CTR.

Predicted conversion.

Site quality factor.

Productivity of the phrase.

Does Direct regulate bids for impressions on networks?

Yes. Direct reduces bids for impressions on sites if it predicts a low probability of conversion on the site.

Yes. Direct can either increase or decrease rates for individual sites depending on the predicted probability of transition.

No. Bidding always takes place at the maximum bid set by the advertiser.

The campaign selected an automatic strategy with a maximum bid limit. How will adjustments by display region work?

The bids that the system assigns during the operation of the automatic strategy will be adjusted, taking into account the restrictions set by the advertiser.

They will not work in automatic strategies.

How are all monetary indicators indicated in an advertiser’s account?

Including VAT according to the legislation of the Russian Federation.

Excluding VAT.

Including VAT, the rate varies depending on the country of the advertiser.

The account has two active campaigns. One is about to run out of funds, and the other has 1,900 rubles left. Is it possible to transfer funds from the second campaign to the first?

Yes, you can - the “Distribute Equally” function is made specifically for such cases.

No, you can’t - the minimum transfer and balance amounts are at least 1000 rubles each.

Yes, you can - the minimum transfer amount is 300 rubles.

The ad is shown throughout Russia. Three rate adjustments have been configured: + 100% for mobile devices, − 50% for Nizhny Novgorod, − 50% for women. What adjustments will work if a woman from Krasnodar clicks on an ad from a mobile device?

Only the mobile adjustment will work.

Only adjustments by gender and age will work.

Adjustments will work for mobile phones and by gender and age.

The campaign includes the key phrase “flower delivery.” The display region is Moscow and the region, expanded geographic targeting is enabled, an upward adjustment is set at + 200% for Moscow and an upward adjustment at + 50% for mobile phones. A man in Tver types in the search bar on his computer: flower delivery in Moscow. Does he have a chance to see this ad?

No, because if there are regional adjustments, advanced targeting does not work.

No, because the man uses a desktop.

Yes, because advanced geographic targeting is enabled.

Let the rate for clicks on your ads be 72 rubles. You've added a +20% mobile adjustment and a +50% regional adjustment for the area around your stores to attract more customers. Someone clicks on an ad from a mobile phone while near your store. What will the rate be?

122 rub. 40 kopecks

201 rub. 60 kopecks

129 rub. 60 kopecks

Three quick links have been added to the ad. The user clicked on the main link and several quick ones. How many clicks will the advertiser pay for and how will their price differ?

An advertiser wants to know the average cost of clicks in an advertising campaign, including VAT. Is this possible?

Yes. The average cost per click including VAT can be found in the advertising campaign statistics.

Yes. All prices in the interface are displayed including VAT.

Is it possible to transfer funds from a campaign that is running or in the “activating” status?

Yes, any amount.

Yes, transfer the difference between the account balance and the reserve required to complete the campaign.

No, transfer is only possible from a stopped campaign.

Let the bids for all key phrases be 2000 rubles. The advertiser has set an upward adjustment of 30% for mobile devices. What will be the resulting maximum bid for conversions from mobile?

At a rate of 2000 rubles, since the adjusted rate was greater than the maximum for this currency.

At a rate of 2500 rubles, because the rate cannot exceed the maximum value for a given currency.

At a rate of 2600 rubles.

Let the bids for all key phrases be 1800 rubles. The advertiser has set an upward adjustment of 500% for mobile devices. What rate will be used for bidding on desktops?

At a rate of 2500 rubles, because the rate cannot exceed the maximum value for a given currency.

At a rate of 2700 rubles.

The rate is 1800 rubles, since the adjustment is set only for impressions on mobile devices.

All adjustments that suit the user will be applied sequentially

Only adjustments by device type and social profile will be applied. Regional adjustments do not work simultaneously with others

The display region adjustment will be applied. Direct will ignore other adjustments

The campaign is configured with increasing bid adjustments for certain regions, for mobile devices, as well as for certain gender and age. What adjustments will be applied and how?

Only adjustments by device type and social profile will be applied. Regional adjustments do not work simultaneously with others.

The display region adjustment will be applied. Direct will ignore other adjustments.

When adjustments intersect, all coefficients are summed.

At the campaign level, a downward adjustment is specified for women over 45 years of age, and at the group level, an upward adjustment is specified for them. What adjustment will be applied?

Such conditions cannot be set.

A downward adjustment will be applied.

An upward adjustment will be applied.

How are the bid, cost per click and predicted probability of clicks in networks related in Direct?

The lower the predicted probability of transition from a specific site, the cheaper the clicks on it.

If the bid for a phrase is low, the ad will be shown on sites with low quality.

The predicted transition probability does not affect prices.

There are several active and several stopped ads in the group. What price is displayed in the Search Price column?

The aggregated price is displayed only for active ads in the group.

Only the price for the selected group ad is displayed. The search price changes depending on the selected ad.

The generalized price for all ads in the group (active, stopped, archived) is displayed.

An ad with a virtual business card is shown on mobile devices. All users clicked on the phone number and called immediately, but did not go to the site. Will such transitions be cheaper or more expensive than transitions to the site?

Calling a phone number is free.

There will be no difference in cost - transfers to a business card cost the same as transfers to a website.

Transitions to a business card will be more expensive - they do not increase CTR, so Direct will always write off the click price indicated in the interface.

The owner of a chain of clothing stores wants to motivate discount card holders to buy more in the online store than offline. What's the best way to do this?

In the advertisements, offer discount card holders an additional discount in the online store.

Place products from an online store on Yandex.Market.

You have created several segments in Yandex.Audience. Now you need to determine the percentage of users who were on the site and find out what they did there. How and for which segments can this be done?

You can specify the Metrics counter number, but the data will only be pulled up for segments created from Metrics segments.

You can specify the Metrica counter number, but the data will only be pulled up for segments created for Metrica goals.

If you specify the Metrics counter for any segment, the statistics will be updated for all types of segments.

Data about user behavior on the site will be pulled up automatically if Yandex.Audience and the Metrica counter are on the same login.

The advertiser wants to expand the circle of its customers. For a business to flourish, it is important to attract only those who spend at least a certain amount per month. What tool will be the most effective and least labor-intensive in this situation?

Targeting using Yandex.Audience or Metrica to existing customers with a certain solvency.

Setting up geotargeting for the most economically developed regions of the country.

Look-alike targeting of people who are similar to existing customers and have a certain ability to pay.

Using bid adjustments, target advertising to people of a certain gender and age.

How to understand that a segment in Yandex.Audience is suitable for look-alike targeting?

In segment statistics you can see the user similarity index. The higher the similarity, the more suitable the segment is for creating a look-alike segment.

This cannot be understood in advance. You can only experiment and track impression statistics for the look-alike segment.

Is it possible to create an audience selection condition consisting only of unfulfilled goals (the “None completed” block)?

Yes, this condition can be used both for impressions on networks and for adjusting bids.

No, the “None Done” block can only be used in combination with the “At least One Done” or “All Done” blocks.

Yes, but this condition can only be used to adjust rates.

You have been contacted by the owner of a restaurant located next to a large office center. “In the office center there is a food court with restaurants, but I want office employees to come to me for lunch. How to attract these people? Leaflets no longer work, and my budgets are small.” What advice would you give to a restaurateur?

Using Yandex.Audience geosegments, target advertising to the location where the office center is located.

Add more key phrases with the name of the office center to the campaign. For example: where to eat in Moscow city.

Set up a campaign in Direct for the entire city.

Is it possible to combine Metrics goals, Metrics segments and Audience segments in one audience selection condition?

You can only combine the Metrics and Audiences segments.

Can.

You can only combine goals and Metric segments.

How does the cost per click differ between a link to an advertiser’s website and a virtual business card?

The price per click on a virtual business card will be 0.3 rubles. below the assigned maximum rate.

There is no charge for clicking on a virtual business card.

Two months ago, Ilya ran a campaign for people who regularly visit the Raduga shopping center. The campaign worked in segments based on geolocation data. Now Ilya wants to run a new campaign for the same target audience. Do I need to create new segments?

Yes, you need to collect new segments to exclude non-target users. Within two months, the information became outdated, and some users may have moved.

It’s better to collect new segments to add users who recently started going to Raduga to the sample.

No, you can use the same segments - the information is updated automatically.

The campaign has set up conditions for selecting a look-alike audience for fifty thousand contacts. Downward adjustments have been established for men and for all people under the age of 44, and upward adjustments for mobile phones. There are few impressions and clicks. What hypotheses need to be tested?

The stakes are too low.

Fifty thousand contacts are not enough to build a high-quality look-alike. The technology only works with millions of contacts.

The targeting and audience selection conditions are too narrow.

Seasonality of demand for a product or service.

What does the reach indicated on the Yandex.Audience page mean?

Cookies on different devices for the last 30 days.

The exact number of users found.

Number of impressions by segment.

Is it possible to make the cost per click automatically change depending on the time of day?

No. There is no automatic adjustment of rates depending on the time of day.

Yes, you can using audience selection conditions.

Yes, hourly bid adjustments are available in the time targeting settings. It only works for manual betting management.

Yes, you can set up hourly bid adjustments for both automated and manual bid strategies.

Some online store visitors add items to their cart but do not place an order. What advice can you give to the owner of this site?

Make sure that the delivery terms are visible and well described.

Check the usability of the site, ease of ordering.

The owner of an online store wants to offer a discount to people who visited the site but did not buy anything. How to set up advertising most effectively?

Use the audience selection condition: according to the Metrics segment, set up the display of ads to those who have not yet been to the site.

Use an audience selection condition: according to the Metrics segment, set up display of site visitors to this segment.

In your ad, offer this segment of visitors a discount or other special purchasing conditions.

Describe the promotion on the pages linked to in the advertisements.

Why is the reach value on the Yandex.Audience page greater than the number of loaded contacts?

An ad can be shown to one person several times.

One person can use several devices (work and home computers, smartphones, etc.).

This shouldn't happen. If this happens, it's a bug.

The Metrica counter and the Direct campaign are registered under different logins. What condition must be met for counter goals to be available for setting up audience selection conditions in a Direct campaign?

The counter number is specified in the campaign parameters.

The campaign includes Metrics markup.

Direct and Metrica belong to the same person.

In the “Reach” ad group from the “Retargeting” campaign on the AAA login, we created a “Best Clients” audience selection condition. For which ad groups will the “Best Clients” selection condition be available?

The “Best Customers” condition will only be available for setting up the “Reach” group.

The "Top Customers" condition will be available for setting up all groups in all AAA login campaigns.

The “Best Customers” condition will be available for setting up all groups, but only in the “Retargeting” campaign.

Which impressions are affected by the “Advanced geographic targeting” option enabled?

For impressions in Yandex search.

For displays in YAN and external networks.

For impressions in YAN, external networks and Yandex search.

Campaign type “Advertising mobile applications”. If an app becomes unavailable in the app store, what happens to the Direct announcement?

Your ad will continue to serve

Displays of the ad will be paused, and a notification will be sent to the advertiser by email.