Step 2. Creating ad groups

Select an audience by configuring the targeting criteria for the ad group.

1. Specify the ad serving area to only serve ads to people that can actually make use of your offer (either because they're located in the region you selected or are interested in that region).

   • List countries, regions, cities: Start entering the region, such as Tula or Nizhny Novgorod, in any format. Or use the region tree.
   • Specify a region on the map: Select this if you want to serve ads in a specific location, such as near your café, or if you need to target customers within a small area.

   Learn more about settings
2. Configure targeting criteria that are appropriate for your selected ad campaign goal.

   • Attract new users
   • Retargeting

   • Autotargeting is a mandatory targeting criterion for serving ads in Yandex Search. You must select at least one query category for each ad group. When you switch placement from Yandex Advertising Network to Yandex Search, autotargeting is automatically enabled for all query categories in each group. We recommend double-checking the settings when you change the placement location. You can only disable autotargeting for campaigns served in ad networks.
   • To ensure that your ads appear for user queries in Yandex Search results, make sure to set up keywords.

     When serving ads on networks, the system automatically selects ads, the keywords of which match the subject matter of a site or the interests of a user.

   • Add a retargeting list that combines the mobile app goals, Yandex Metrica goals, and Yandex Audience segments that define your ideal audience. To create retargeting lists, you can use predefined or automatic segments and set up Yandex Metrica and Yandex Audience.

     • Retargeting in Yandex Search is combined with keywords or autotargeting using the logical “AND” operator. This means that ads are shown to users who meet both the audience targeting criteria and the display conditions: keywords or autotargeting criteria. Within the scope of the retargeting list, the logical “OR” operator is used. If your targeting criteria include a keyword and two retargeting lists, the ad is shown to users who searched for the keyword and are part of your retargeting lists.
     • Retargeting in ad networks is combined with other targeting criteria using the OR operator. This means that the ad is shown to users who meet at least one of the specified targeting criteria.

   Ad placement: Yandex Search results

   • Autotargeting is a mandatory targeting criterion for serving ads in Yandex Search. You must select at least one query category for each ad group.
   • To ensure that your ads appear for user queries in Yandex Search results, make sure to set up keywords.
   • Add a retargeting list that combines the mobile app goals, Yandex Metrica goals, and Yandex Audience segments that define your ideal audience. To create retargeting lists, you can use predefined or automatic segments and set up Yandex Metrica and Yandex Audience.

     • Retargeting in Yandex Search is combined with keywords or autotargeting using the logical “AND” operator. This means that ads are shown to users who meet both the audience targeting criteria and the display conditions: keywords or autotargeting criteria. Within the scope of the retargeting list, the logical “OR” operator is used. If your targeting criteria include a keyword and two retargeting lists, the ad is shown to users who searched for the keyword and are part of your retargeting lists.

   Ad placement: Yandex Advertising Network

   • Add a retargeting list that combines the mobile app goals, Yandex Metrica goals, and Yandex Audience segments that define your ideal audience. To create retargeting lists, you can use predefined or automatic segments and set up Yandex Metrica and Yandex Audience.

     • In this scenario, ads in ad networks are served only to users who match the retargeting list.
3. You can use the advanced settings to set up:

   • Bid adjustments

     Use bid adjustments to raise or lower the CPC when ads are being served to a specific audience. Adjustments let you get more traffic when you serve your ads to your target audience than you would have under the non-adjusted bid rate.

     How do bid adjustments work and what corrections are available?
   • Type of site content: Increase your reach by advertising across the Yandex Advertising Network sites that feature adult content. The category of your ads is determined by moderators.
4. Save your changes and proceed to selecting and creating ads.