Yandex.Direct Contextual Advertising
Search and YAN for Customer Acquisition
When you need Yandex.Direct
Yandex.Direct is the main paid traffic tool in the Russian-speaking web. Search captures hot customers who are already looking for your product. YAN re-engages those who showed interest. We make both channels effective.
You need customers right now
Search delivers hot traffic - people who are already looking for your product or service
A high-competition niche
Direct lets you take top positions faster than SEO
Local business
Geotargeting and ads with address, phone, and route
Online store
Product campaigns and retargeting based on cart and browsing
B2B with a long cycle
YAN warms the audience throughout the decision cycle
Seasonal campaigns
Quick launches around seasons, holidays, and sales
What Direct brings to your business
The result is leads and sales, not impressions and clicks.
A steady flow of leads
- Search ads on hot queries
- Negative keywords to filter off-target traffic
- Smart banners and dynamic ads
- Call tracking
Lower lead cost
- Regular YAN placement cleanup
- Bid optimization on converting segments
- Landing page A/B tests
- Adjustments by device and time of day
Full analytics
- Goal setup in Metrica
- End-to-end analytics by campaign and keyword
- Spend share and ROI reporting
- Monthly recommendations
Scaling
- Expanding keywords for growing segments
- Performance Max and auto-bidding launches
- New formats: video, banners
- Hypothesis testing without disrupting core campaigns
What's included in Direct management
A full cycle of channel work - from strategy to reporting.
Keyword research
Keyword harvesting, clustering, negative lists
Ad creation
USP-driven copy, sitelinks, callouts, extensions
Campaign setup
Structure, bid strategies, audiences, retargeting
Analytics and Metrica
Goals, ecommerce, audience segments
Optimization
Daily monitoring, traffic cleanup, adjustments
Reporting
Weekly summaries and a deep monthly report
How we launch
A clear process - from briefing to first results.
We review existing campaigns (if any) and study product and competitors
We harvest keywords, cluster them, and design the account structure
We write the ads, upload campaigns, and configure analytics
We launch, gather initial stats, and adjust
We scale the winners, switch off the losers, and lower CPL
Minimum from you
We need access and time for the briefing. We handle the rest.
Access to Yandex.Direct and Metrica
Description of product, advantages, and audience
Ad budget from 30,000 RUB/month
1-2 hours for kickoff and approvals
Honest answers
Questions clients ask before launch.
How does Search differ from YAN?
Search is hot traffic by query. YAN is a display network for warming. Together they cover the full funnel.
When should I expect results?
First leads in the first days. The optimal CPL is reached after 4-6 weeks of accumulated data.
What if I already run Direct?
We do a free audit. We often find 20-40% of the budget being wasted.
Do you work with any niche?
Yes, except prohibited ones: weapons, drugs, unlicensed financial services. We handle medical and legal verticals within moderation rules.
Ready to launch advertising that brings in target customers? Book a 30-minute review - we will assess your situation and propose a concrete plan.
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