What is Yandex Direct?

Yandex Direct is Yandex’s core search and display advertising platform for Russia, CIS, and selected other GEOs. It covers search ads (Yandex and partner SERPs), the YAN publisher network (similar to Google Display Network), display, video, and smart banners.

For media buying in RU/CIS, Direct is the primary search traffic source where Western cabinets are limited. Billing: CPC, CPM, CPA strategies in select products. Key metrics: CTR, CR, ROI, impression share.

Campaign structure

Campaign → ad group → ad/banner. Types: Search, YAN, Master campaigns, Product campaigns (e-commerce feeds).
Keywords with match types, negatives, search autotargeting.
Metrica and goals. Yandex Metrica ties visits and conversions; offline conversion upload for CRM.

Tracking

UTM and Direct parameters (yclid) reach the landing or tracker URL. Typical arbitrage: tracker campaign URL with sub id → landing with Metrica → postback to tracker.

Moderation

Unified Yandex moderation: restricted themes (unlicensed gambling, misleading health, adult). Violations → disapproval or suspension. Sensitive verticals require compliant creatives under local law.