Set up YAN and don't waste your budget: 5 recommendations

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Contextual advertising is shown on Search and in Networks. If the first is clear, ads are visible in Yandex search results, then the second is more complicated. There is no magic wand here yet that will give the opportunity to choose platforms for displays (oh, if only my dream came true). For proper setup of promotion in Yandex Advertising Network (YAN), it is important to carefully work out the campaigns. In this article, we will tell you what to do in order not to waste your budget.

To the origins
To ensure that the conversation about the setup is not meaningless, let us define or recall the main term of the discussion.

Yandex Advertising Network or YAN is a system for placing contextual advertising from Yandex.Direct, includes more than 50 thousand sites on different platforms: websites, their versions for mobile devices, mobile applications, smart TV. The most famous sites are Yandex, Zen, Avito services.

If search advertising takes into account the user's current queries , entered a query - saw an advertisement, then here everything works a little differently. The system is guided by the user's interests, their behavior and viewed sites. Have you ever had a situation where you just searched for information on treating a cold, and the system immediately thoughtfully "threw" you an advertisement ivory coast whatsapp data for pharmacies and medical centers in the city? Yes, it was not Yandex that heard your cough, but the Rubix marketer who set up the advertisement.

Example of an ad in YAN

*Example of an ad in YAN

YAN allows us to significantly expand the reach of advertising. It gives us the opportunity to test creatives, interesting headlines and different ad formats, to hit the target audience, but we need to carefully monitor the sites that eat up the allocated budget piece by piece.

At the beginning, only sites with more than 500 visitors per day were accepted into the Advertising Network, but now YAN has become less demanding. The number of placements is increasing several times daily, and day after day, many non-target sites and mobile applications are appearing. Fortunately, Yandex Direct reports allow you to track where ads are shown and prohibit impressions on garbage sites in a timely manner. This is what our article is dedicated to. We will tell you several ways to reduce the risk that will help you not open Yandex Direct in a cold sweat and fear of a wasted budget.

Ban on the shore
At the stage of creating an advertising campaign, the "Prohibited sites" setting cannot be left empty, otherwise the budget will be wasted. By default, you can add many TV sites. Agree, rarely does anyone click on ads on TV, unless it is a promotion of a TV series viewing service. There are many ready-made lists of sites on the Internet for different areas, consisting of games, mobile applications, dating sites and other, usually "garbage". However, when adding such a list, first check if there is anything there that will be targeted specifically for your site.