Autofocus to become built-in campaign feature

You might not be familiar with Autofocus, but given that it is enabled by default in all campaigns, there is a good chance it is already helping improve your campaigns’ performance.

So, what does it do? Autofocus analyzes campaigns’ negative keyword lists to see what is missing and uses accumulated keyword data to refine them. By building up the negative keyword lists, Autofocus reduces the number of ineffective ad impressions.

Autofocus has become a popular tool over the years, and will soon be made one of the essential algorithms in Yandex.Direct. The change, in reality, is quite small — Autofocus will continue to work by default, but there will be one less checkbox in your campaign settings.

The tool will continue to carefully do its job, and will not attempt to refine keywords without sufficient statistics or viable alternatives.