---
metadata:
  - name: generator
    content: Diplodoc Platform v5.66.1
alternate:
  - https://yandex.com.tr/support/direct/en/efficiency/content-websites.md
  - https://yandex.com.tr/support/direct/ru/efficiency/content-websites.md
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  - href: https://yandex.com.tr/support/direct/en/efficiency/content-websites.md
    type: text/markdown
    title: Markdown version
  - href: https://yandex.com.tr/support/direct/en/llms.txt?revision=r22054774
    rel: describedby
title: Separate campaign for ad networks — Yandex Direct
description: 'How to create a separate campaign for impressions in ad networks: enable impressions only in ad networks, select keywords of two or three words, make your ads stand out, and use sales-oriented texts.'
---
> **Documentation Index:** Fetch the complete configuration index at https://yandex.com.tr/support/direct/en/llms.txt?revision=r22054774


# Creating a separate campaign for impressions in ad networks

Impressions and pricing work differently in search results and ad networks, so we recommend that you manage campaigns for Yandex Search and ad networks separately in Yandex Direct. This helps you manage your budget more flexibly and increase your revenue from promotion.

[Learn more about impressions in ad networks](https://yandex.com.tr/support/direct/en/qanda/yan.md).

## How to work with ad networks {#how-to-work}

#### Step 1. Create a separate campaign for impressions in ad networks

Create a new campaign, then go to campaign settings and enable promotion on ad networks only. Then you can select the best strategy.

It is difficult and inefficient to manually control ad placements in ad networks. That's why you should use one of the automatic strategies in Yandex Direct. The strategies apply powerful algorithms to analyze the nuances of various targeting types and take into account specific site features. And while Yandex Direct algorithms do that, you can focus on your ad texts and keywords.

For example, you can select the [Optimize clicks](https://yandex.com.tr/support/direct/en/strategies/average-cpc.md) strategy. It allows you to optimize the number and cost of clicks within the limits: an [average CPC](https://yandex.com.tr/support/direct/en/strategies/average-cpc.md) or [weekly budget](https://yandex.com.tr/support/direct/en/strategies/average-cpc.md#weekly-budget).

A similar principle is used for the [Maximum conversions](https://yandex.com.tr/support/direct/en/strategies/average-cpa.md) strategy. It allows you to get maximum [conversions](*conversions) for your site while maintaining your average CPA, weekly budget, or both at the same time.

To learn how to select a suitable strategy, see the corresponding [Help](https://yandex.com.tr/support/direct/en/strategies/select-strategy.md) page.

{% note info %}

After setting up a separate campaign for impressions in ad networks, configure the strategy settings of your original campaign to show ads only in search results.

{% endnote %}

#### Step 2. Select keywords based on the content of target sites

For impressions in ad networks, an algorithm automatically determines who might be interested in your ad, as well as when and where to serve it. Don't limit the system with overly specific or precise keywords. The best approach is to use phrases that are ** two or three words long**.

For example, if you're promoting travel services, instead of _family vacation on the red sea coast_, _budget-friendly honeymoon packages to el gouna_, or _buy a last-minute tour to sharm el-sheikh_, use keywords like _red sea vacation_, _honeymoon packages_, or _last-minute tour to egypt_.

{% note alert %}

Using keyword operators when promoting on ad networks helps refine your keywords, but it can also filter out target sites. Use operators with caution to avoid losing good ad impressions.

{% endnote %}

For example, if you use the phrase _custom-built furniture_ in quotes, the ad will not reach sites which do not have this particular wording, but which have other suitable ones such as _cheap custom-built furniture_ or _advantages of custom-built furniture_.

If you use the keyword _radiator grill+for car_, the ad will not reach sites with the phrases _grill for car radiator_ or _ radiator grills for cars_.

You also need to be careful when using negative keywords when promoting on ad networks. Only use them when you are absolutely sure that your target audience does not visit sites with these words.

For example, before buying a car, people are often interested in the opinions of other owners of this car and search for sites with this information. If you want to show your ads to these users, don't add a minus sign before words like _forum_, _review_, or _feedback_.

#### Step 3. Make your ads stand out

To attract a user who is busy looking at a site, ads in the ad networks should be made more noticeable.

Try to present the advantages of your offer as clearly as possible. Avoid using a basic factual outline or clichés.

![](../_assets/yan-3.png)

Write engaging and emotional ad text, but don't overdo it: your ads must remain clear and easy to understand.

![](../_assets/yan-4.png)

## Additional design options {#extra}

- Add an [image](https://yandex.com.tr/support/direct/en/efficiency/images.md) to your ad.

    A relevant image will make your ad stand out more and easier to understand.

- Add [sitelinks](https://yandex.com.tr/support/direct/en/efficiency/quick-links.md).

    These help shorten the user's path to the required pages on your site.


## Sales-oriented texts {#text}

Certain words in your ad text can significantly impact campaign performance. These additions are known as sales-oriented texts. Similar types of text are used on both search sites and in ad networks. However, the same words that can raise CTR considerably on search sites can reduce it in the ad networks.

Examples of sales-oriented text for promotion on ad networks:

- The word _take_ in the text or the title raises CTR by 0.9%. Words such as _choose/select_ and _visit/call on_ are quite effective (+0.5% CTR).

- Words containing _real-_ (such as real or reality) can raise CTR by 0.7%.

- Derivative words like _first-class_ or the prefix _extra-_ provide a CTR increase of 0.3%.

- The prefixes _mega-_ or _ultra-_ raise CTR by 0.2%.


## Special targeting criteria {#impression-criteria}

You can set up impressions for specific groups of users for campaigns in ad networks. For example, you can serve ads to people who visited your site and put something in their cart. To do this, [enable retargeting lists](https://yandex.com.tr/support/direct/en/impression-criteria/retargeting-lists.md) in Yandex Metrica and Yandex Audience.

Using targeting by [short-term interests and habits](https://yandex.com.tr/support/direct/en/products-text-image-ads/user-profile.md), you can make relevant offers to people who are looking for your products or services at the moment or over the last few days. For example, you can selectively offer sales of airline tickets or summer clothing to people going on vacation. “You can use interests and habits” as separate impression criteria or combine them with keywords to increase your reach.



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{% note alert %}

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{% endnote %}

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[*conversions]:
    {% include [conversions](../_includes/res/id-res/conversions.md) %}
{% included (../_includes/res/id-res/conversions.md) %}
 _Converted session_ — a user's session on a website during which a goal was completed.

 _Goal_ — a conversion action completed by the user on the promoted website. Goals may include actions like registering on the website, completing an order form, or visiting a set number of pages.

 [Yandex.Metrica](../../../statistics/metrika.md) allows you to monitor whether goals are met.

{% endincluded %}