Yandex.Direct ads are shown around-the-clock by default. This helps you attract the attention of the majority of potential customers. If you want to serve different ads at different times, use time targeting to schedule ad impressions.
For instance, you are advertising a cafe and it offers a discount on delivery after 4 PM. Create separate ad campaigns with different offers and impression times. In the first campaign, serve ads from morning to evening for people who want to have a meal or are looking for a place to hang out with friends. In the second campaign, show the offer for people who want to have food delivered, with impressions from 3 PM to midnight.
Don't limit your ad campaign to the operating hours of your office or call center. Potential customers might search for your products and services at night. Set up impressions during closed hours with an offer to leave a message or request a call back.
Time targeting restricts the times when an ad is served, not the clicks on it. A click can occur much later than the impression. For example, this happens when a user leaves the tab with the ad open for several hours and then returns and clicks on it.
How to set up time targeting
- Using templates — for example, you can enable impressions every day during working hours.
- Manually, by selecting days of the week and hours of the day in the table.
Ads should be served for at least 40 hours a week during work days. The system switches over to daylight-savings time automatically.
Choose your country and time zone. The time zone you select has no effect on your campaign's remaining parameters: the starting date of your campaign and report statistics are always given in Moscow time. You may select only one time zone per ad campaign. If you advertise your services in cities with different time zones, you should create a separate campaign for each time zone.
Even if you disabled ads for a certain time period, your keyword bids will still be factored in to the bid forecast.
Serving ads during holidays and working weekends
You can manage how you serve ads during holidays, like setting a separate time for them, or completely disabling them for the duration of a holiday. To do this, enable Set up impressions on public holidays and select the relevant option.
Holiday dates correspond to the country that is selected in the time targeting settings. Russia, Ukraine, Kazakhstan, Belarus and Turkey follow the official public calendar for holidays and their respective countries' laws for shifting working days to weekends. All other countries follow Russian law in these regards. A "holiday" is understood to be both public holidays themselves, as well as work days that became official holidays.
For instances when a working day is moved to Saturday or Sunday, the Include working weekends option is selected by default. Ads will be automatically served on working weekends according to the corresponding weekday it is substituting.
Hourly bid adjustment
Using hourly bid adjustments, you can automatically increase or decrease your bid at certain times. Yandex.Metrica reports can help you determine the best bid adjustments and the best times to use them.
This setting is only available for strategies with manual bid management. If you switch to an automatic strategy then hourly corrections are disabled and your previous settings are not saved.
To add an adjustment, enable the bid management option in the impression schedule. First set the size of the correction and then the hours when you want to apply it.
The hourly correction is set as a percent from 0 to 200, where 100% is equal to your current bid for that particular keyword. If you set a 0% correction for certain hours, then your ads will not be served during those times.
Changes in ad position due to hourly bid adjustments are not taken into account and do not appear in the monitoring report.