Advertising brings indirect traffic

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The user has most likely already been interested in this product or service. Therefore, he/she has had time to study the offers of competitors.
The ad attracts a less warm audience than search ads. Most often, these are visitors who are not ready to buy right now. The algorithm can also show ads not only to users who searched for a product using specified keywords, but also to those whom the system considered interested in it.
Suitable for attracting traffic. More users click on ads in YAN than on search ads. At the same time, the cost per click in YAN is lower. This compensates the advertiser for his costs of paying for clicks on the ad of a cold audience.
The effectiveness of advertising directly depends on the selected creative. Advertising in YAN consists of an image and a text part. Therefore, it is closer to banner advertising than to search advertising. Correctly selected creative allows you to filter out non-targeted traffic and stimulate demand for a product/service.
Not suitable for products with direct urgent demand. usa mobile phone numbers database Advertisements for towing services, ambulances, urgent document processing or last minute travel packages should be placed on the search.
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What are the advantages of advertising in YAN?
Large coverage of sites. YAN includes 50,000 sites: websites, mobile applications and Smart TV applications. All sites undergo strict moderation. Therefore, there are no sites with questionable content or created to earn money on advertising. The result is that the algorithm selects a suitable place to place ads and provides advertisers with targeted traffic.

Large audience reach . According to Yandex, on average 65 million people visit YAN sites per day . Moreover, more than 50% of visitors do not intersect with Yandex audience. This means that these people could not be attracted through search advertising.

Advertising in YAN
Average daily audience of Yandex Direct on search and in the Yandex Advertising Network from May 2021 to May 2023, source

Flexible audience targeting. Campaign settings allow advertisers to show their ads to users who may be interested in the product offer. The settings must include targeting based on one of the ad display conditions: keywords, retargeting , user interests. Geotargeting is also set in the campaign.