The same campaign is used for search and YAN

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Even Yandex Help recommends separating campaigns into YAN and search. However, there are still accounts where ads for networks and search exist within the same campaign.

Search campaigns and network campaigns differ from each other not only in structure. They are prepared and created differently. In search campaigns, the cost per click is affected by CTR, i.e. the more the ad matches the search phrase, the higher the clickability, and the lower the cost per click. Thus, an advertiser whose graphic design email list ads have a high CTR relative to competitors pays less for advertising.

In networks, the cost per click does not depend on the click-through rate. A search ad must exactly match the potential client's request, while in networks the main thing is to get a large reach and hook the user with creativity, and relevance is not so important.

As an example, let's compare the click-through rate in YAN and in search campaigns for a Yandex.Direct account:

As an example, let's compare the click-through rate in YAN and in search campaigns for a Yandex.Direct account.

The clickability of search ads is always higher than in YAN. Let's assume that the CTR of search campaigns is 25%, and in the network - 0.3%. If you create both types of ads within one campaign, the average CTR will already be 12.65% ((25 + 0.3) / 2). Unlike you, your competitor has divided his campaigns into search and YAN, and the clickability of his search campaigns is 20%. Compare this figure with yours - 12.65% (or 25% if you had created a separate search campaign).

Don't forget that the higher the CTR, the more expensive a click on search will be for you. Thus, if one campaign has ads for search and YAN, then at the same display position your clicks will cost more than clicks of competitors in Yandex.Direct,

Also, in YAN and search, key phrases and negative words are selected differently, and the text of ads is composed differently. That is, there are many more differences in creating creatives on YAN and search. Therefore, they should not be combined into one campaign if you want to spend your budget wisely.

Advanced geographic targeting enabled
If you enable the "Advanced geographic targeting" option, the ad will be shown even for those queries that contain the name of the display region, while the user may have a different location.

Advanced geographic targeting enabled

Let's give an example. When creating an ad, you checked the "advanced geographic targeting" box for the query "buy a vacuum cleaner", choosing the region of St. Petersburg. If a user from Volgograd types the phrase "buy a vacuum cleaner in St. Petersburg" in the search, your ad will be shown to him.

Yandex automatically determines the location of a person based on a search query and matches it with the region you selected in the campaign settings.

It turns out that you attract customers from those cities where you do not have stores or delivery of your goods. Usually, such visitors just want to know the price offer for the same product in other regions, the conversion for such users is very low.