Display problems

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Logs are used to collect the site statistics and detect possible site abuses.

To get this information, please contact your webmaster.

It depends on the SERP layout chosen.

Read more about SERP layouts.

When a user enters a query into the search bar, they see a list of suggestions for their query. This list might also display a Yandex Direct ad.

In this case, the ad is displayed in the minimalist design. It's selected based on the most likely search suggestion and displayed only if the ad is highly relevant to the user query.

You don't need to set up anything else for impressions in search suggestions: that's a completely automatic placement option.

The ad gets promoted to the search suggestion from the premium placement and receives more traffic compared to the top of Premium placement.

We don't guarantee that your ad appears in search suggestions if it's at the top of Premium placement. Impressions in the search suggestions depend on additional factors: high CTR forecast for the selected ad, high enough bid, and others.

Increase the bids for specific queries and improve your CTR for the queries.

In the statistics, they are displayed as the Premium placement impressions, since the ad from the top of premium placement gets promoted to the search suggestions.

No, the placement is fully automatic and can't be disabled.

However, we carefully monitor the quality of such impressions (relevance, time spent on the site after ad click, CTR) so that they don't impair effectiveness of your ads.

Currently, the CTR of ads in search suggestions is about 16%.

Ads are selected based on the most likely search suggestion rather than the query typed by the user.

For example, the user is typing credit card ba and sees the suggestion credit card bank of america (and the related ad). However, if you open the search results for the credit card ba query, the ad isn't shown.

Yandex Direct ads are shown in the section with the map along with information from Yandex Business (images, address, reviews) if one of the following conditions is met:

• You added a company from Yandex Business and enabled the option Show photos, user rating, and reviews of your business on Yandex Maps in the campaign settings.

• Company's contacts are added to the ad, and the following conditions are met:

  • The company is published in Yandex Business.

  • The address, phone number, domain, and name of the company in Yandex Business completely match the contact information.

Why doesn't my ad show up in the section with the map, even though all conditions are met?

Not every query triggers an impression in this section. The section is used when the user needs to see a company's exact address (for example, when they search for a cafe, dry cleaner, bar, car wash, or beauty salon). We don't guarantee ad impressions in this section.

Click Add → Campaign. Choose:

• In the Campaign Wizard — Product campaign. Learn more about getting set up.

• In expert mode: unified performance campaign. Select Conversions, sales, and traffic or Product sales → Manual ad setup.

When creating campaigns for the product gallery, you can use feeds in the following formats: YML, Google Shopping, XML, and CSV.

The images.yandex.com platform is both a content site and search site.

Search ads are displayed for a search query when the user hovers over an image or clicks on it.

Content ads are selected according to user interests and shown in separate sections between images.

Perhaps the ad was shown as part of an experiment.

We regularly test new ad formats, adding various design options and ad elements. This helps us make the ads appealing to users and more effective for advertisers and ad sites.

We run experiments in Yandex Direct on a regular basis, but only on queries rather than entire ad campaigns. The experiments can't affect your placement performance.  p. 3.11 Display rules

A separate auction is run for each ad unit, with several such units placed on the same site.

This means that the same ad can win multiple auctions and be shown in different units on the same page.

It's not possible to control impressions in this case — this is due to the technical peculiarities of the system, which depend on the site settings among other things.

This doesn't affect ad costs in ad networks or campaign performance.

If the city in the geotargeting settings is the user's city, then the ad might show the name of this city in ad networks.

You can't disable the city display in your ad served in ad networks.

If you meet the audience selection criteria set for your ads, or type in a search query corresponding to a keyword, and then open a YAN site or ad exchange site, the ad might not be displayed.

The system may consider that there are other subjects (other ads) that the user has been interested in more. If you see ads from your competitors, it means that for this ad network site the competitors' ads have a higher click probability than your ads.

The system controls the algorithm of ad selection for a specific user in ad networks. Each impression depends on many factors: competitive situation, number of sites of relevant subjects and interested users, bid per click, and others. After the ads are selected, the system builds a real-time click probability forecast for them and makes an impression decision based on this forecast.

Whether an additional title is displayed depends on the actual width of the titles in pixels rather than the number of characters in them. The overall limit on ad width on search is 517 pixels. Since some characters are wider than others, and word highlighting used on search also increases the character width, the additional title might not be displayed, although the number of characters for both titles doesn't exceed 56.

Use the ad preview window in the Yandex Direct interface to check whether the additional title is going to be shown. If the additional title is not added on the ad preview, it will also be omitted in the search results. We recommend that you shorten one of the titles.

Possible reasons:

The additional title might be displayed in some ad unit formats.

Possible reasons:

Even if you added Yandex services in the .ru domain to the list of disabled sites (images.yandex.ru and uslugi.yandex.ru), impressions might continue in other domain zones (.com, .com.tr, .il, and others).

Add all the domain zones to the disabled list.

Possible reasons:

Possible reasons:

Possible reasons:

This is possible with any attribution selected in the report, except the Last click.

For example, if the attribution model last click from Yandex Direct is selected, the report includes all the user sessions from other sources, if they were once preceded by a session from a Yandex Direct ad.

If you use the Last click attribution model, check whether you have any sessions after you stop the campaign.

The system needs some time to apply the changes.  . That's why impressions for queries with the previous negative keywords might continue for up to three hours.

If a negative keyword is used in a keyword, the impression is considered valid, since the negative keyword is ignored in this case.

For example, a negative keyword photo is added at the campaign or ad group level, and the keyword is sliding wardrobe with photo cheap. In this case, the ad can be displayed for queries like buy sliding wardrobe with photo cheap.

If a negative keyword is used in the keyword with the ! operator, the ad can be shown for the queries with this negative keyword.

For example, you added !moon as a negative keyword at the campaign or ad group level, and your keyword is travel. Since the word form is enforced for the negative keyword by the ! operator, impressions and clicks for the queries like trip to the moon are considered valid.

Cases of invalid negative keywords:

The keyword from the search query and the negative keyword belong to different parts of speech.

For example, the words moon and moony refer to different parts of speech. Hence if you add the word moon to the list of negative keywords, the ad will be displayed for the queries with the word moony.

The negative keyword uses the quotation mark operator.

The operator " " locks the number of words in a keyword. In this case, you won't get any impressions for the query that consists only of this negative keyword.

Let's say the search query is buy phone cheap, the negative keyword is "cheap", and the keyword is buy phone. Impressions are disabled only for the query cheap. An impression for the query buy phone cheap is considered valid.

For more information about using operators with negative keywords, see Using operators in negative keywords.

Geotargeting for the campaign is set for the city of Tver, extended geotargeting is enabled, and the keyword is amusement park Moscow.

You'll get no impressions for the keyword in that case. The region listed in the keyword does not correspond to any of the selected display regions, so your ad will not be served if extended geotargeting is enabled. To start serving these ads, you must disable extended geotargeting in the campaign settings.

The advanced geotargeting settings are ignored for ads in the travel and leisure categories (such as hotels, bus tours, travel packages, transit tickets, children's camps and day trips, vacation reviews, and vacations themselves).

The ad category is determined automatically based on its landing page, title, text, and sitelink descriptions.

If your ad belongs to one of these categories, it will only be displayed in the regions you set in the campaign or ad group settings.

See also Advertising rules and requirements.

Perhaps you have a campaign or ad group that uses a similar or broader keyword.

For example, if you get impressions for buy cheap smartphone in Moscow, some other campaign or ad group uses a broader keyword like buy smartphone. Such an impression is considered valid, because the search query buy cheap smartphone in Moscow is nested in the keyword buy smartphone.

Please also keep in mind that the ad with the best overall score is selected for display. The score is based on the bid, quality coefficient, and CTR forecast.

If you made changes to an ad and it was submitted for moderation, but didn't pass moderation completely yet, then the old version of the ad is displayed (even if you can see the new ad version in the interface).

Until the new version of the ad fully passes moderation and activation is complete (up to 180 minutes under clause 3.12.1 of the Ad Serving Rules), the previous version is served, and the Yandex Direct interface shows the warning under the ad or group: “Previous version of the ad is running”.

If you changed the ad, the search results will show the new version only after moderation is successful and activation is complete (up to 180 minutes under clause 3.12.1 of the Ad Serving Rules). 3.12.1 of the Ad Serving Rules).

The activation process begins after the ads are checked and approved.

Any ads that are stopped or belong to a stopped campaign are only sent for activation after they are enabled. For example, if the campaign was moderated at 12:00, but the ads were enabled at 13:00, the activation time must be counted from the time the ads were enabled.

Yandex Direct ads served on search are labeled as Ad. Check for this label next to the ad. If there's no Ad label, you are probably seeing your site in the normal (organic) search results.

Ads can display without additional elements (sitelinks or display domain), even if these elements were set up.

Search results display different combinations of ads, for example:

• One expanded ad and 1–3 ads with the minimalist design.

• One regular ad and multiple ads in the minimalist design.

An ad in the expanded format can be displayed with 2, 4, 6, or 8 sitelinks: it depends on the matched SERP layout rather than the number of sitelinks added to the ad.

We don't guarantee that all the elements are displayed. Your ads may be served with all their elements or with the minimalist design, meaning without images, sitelinks, and some other elements. You can't opt out of this display format: see clause 5.13 of the Ad Serving Rules. p. 3.11 Display rules

We constantly test many variants of search results, accounting for different search scenarios. Therefore, ad impressions adapt to the suggested SERP layouts.

We regularly test new ad formats, adding various design options and ad elements. This helps us make the ads appealing to users and more effective for advertisers and ad sites.

We run experiments in Yandex Direct on a regular basis, but only on queries rather than entire ad campaigns. The experiments can't affect your placement performance. You can't opt out of an experiment: see clause 5.7 of the Ad Serving Rules.

This depends on the search result variant (SERP layout).

We are continually testing many search result variants in different search scenarios. This means that your ads may be displayed with any matching SERP layout.

In the given layout, the ad in the first position of the premium placement is shown in expanded format.

If you added 8 sitelinks to the ad, the expanded ad may be displayed with any number of sitelinks. This depends on the matched SERP layout rather than number of sitelinks in your ad.

If an ad wasn't served with an expanded layout, it means that the system selected a different SERP layout (with the best combination of CTR forecast, quality, cost, and user metrics).

When you set the bid above 100 as recommended to attract traffic, your ads are included in SERP layouts and auctions to bring the relevant amount of traffic, but only when the system selects the ads for display.

This might happen if:

• You activated Target Call in Yandex Metrica.

• You use a call tracking analytics number in the campaign.

  If you don't use those features

  Copy the link from the ad title and send it to the customer service department using the feedback form.

  We'll find the ad in the system and check it. To copy a link, right-click the ad title and select Copy Link.

  It should look like this:

  • http://yabs.yandex.ru/count/… (from search results).

  • https://an.yandex.ru/count/… (from ad networks).

  If you've done everything correctly but the link has a different format, you are probably running an ad blocker in your browser. Disable the ad blocker and copy the link again.

Check the statistics to see if the ad displays an image. To do this, go to Report Wizard, select the Formats cross-section, and set up a filter by ad number and ad site type (ad networks).

It's normal that ads are served without images sometimes. Reasons for serving an ad without an image:

• The ad site doesn't support ads with images.

  According to the Ad Serving Rules, the ad can be served with or without images.

• The ad site doesn't support widescreen images.

  Create ads with different image formats in the same ad group.

• The system sometimes displays an ad without an image to run a test. Sometimes the version without an image turns out to be more appealing to users.

Yandex Direct doesn't guarantee that the image is added for every impression. The system may show an ad without an image sometimes.

To make it more likely that your ads are served with images on all the available content sites, we recommend that you create two variants of each ad. One with a standard image size, and the other with a wide-format image size. Read more in Images in ads.

We also recommend that you create image ads in your unified performance campaign. You can create them in the adaptive format to suit different placements: this greatly increases the probability of a broader reach in ad networks.

If the statistics contain no impressions with images, write to the customer service department using the feedback form.

Image ads, the system can automatically adjust the image size depending on the ad site requirements.

An image might be zoomed or cropped proportionally (by no more than 25% and only relative to the center). This depends on the settings of the ad site that displays the ad. When displayed, the size can be from 37.5 to 480 pixels on one side.

The system automatically determines the format suitable for an ad site. You can't disable a certain image format separately. An ad can be served either with or without an image.

The image may be reduced or cropped to fit in an ad unit on a particular site, even if the campaign has an ad with an image in a different format that won't be cropped in the same ad unit. Use the smart centers setting to ensure correct cropping.

If your website domain is not displayed correctly in your ad in search results, write to the customer service department using the feedback form.

If the above reasons don't apply to your case, write to the customer service department using the feedback form.

Please include a link from the title of the ad you see in the ad unit. This way we can find the ad in the system and check it. To copy the link, right-click the ad title and select Copy link URL. It should look like this:

• http://yabs.yandex.ru/count/… (in search results).

• https://an.yandex.ru/count/… (in ad networks).

If you've done everything correctly but the link has a different format, you are probably running an ad blocker in your browser. Disable the ad blocker and copy the link again.

In Yandex Direct, bids don't buy positions for you, but traffic volume.

We don't guarantee that your ad will be displayed at a certain position. Bids let you get traffic volume rather than position in search results. The same position in search results might bring different amounts of traffic. Traffic volumes and positions can't be exactly correlated together.

Traffic volume is also affected by the ad layout, as well as the number and design of other ads in the ad unit.

Ad positions are affected by user behavior. Those are individual parameters of each specific impression. For example, you often view search results to check the position of your ad. The algorithm starts predicting a low click probability for the ads of this category, and won't show you this ad in premium placement.

Increase your bids and revise your campaign settings to get the desired traffic volume.

The system doesn't guarantee impressions at a certain position, even if you set a bid meeting the traffic volume of 100% (or a higher bid).

Bids compete for the traffic volume, regardless of position. The following ads are better positioned in the search results:

• Ads having a higher forecast of CTR, CPC bid, and quality coefficient.

• Ads containing additional information, images, or other ad elements.

Double check your strategy. Automatic strategy sets bids for keywords automatically. It provides a high traffic volume for keywords with a high CTR forecast and often adjusts bids for optimal results.

You can also use Manual bid management. In this strategy, the field for entering the CPC bid is displayed instead of priority. The bids should be about 100% to get to the top of premium placement and about 75% to enter premium placement. To be shown on the first page of search results, set the bids so that your keywords can win the bids for premium placement. Use values in the columns Bid forecast and Click price.

Read more about traffic volume and bids.

Read more about Yandex Direct auction.

Read more about calculating bids on search.

To lower your bid, follow the recommendations in the Forecasted bid is too high section.

Revise your campaign settings to lower your forecasted bids. The higher is the CTR of your keyword, the lower is your entry threshold into premium placement.

Set the bids you are ready to pay for the click. Don't set high bids expecting a lower debited cost: the auction is continuously shifting.

You can view the data on user queries in the Search queries report. This report shows:

• Search query: The query entered by the user.

• Impression criteria: The criteria used to serve the ad (keyword, autotargeting, filters in product ads and catalog page ads).

• Match type: The association between the original keyword and the keyword that triggered the ad.

• Matched keywords, that is, the keywords selected automatically using autotargeting or filters in product ads and catalog page ads.

Your ad can be triggered by nested queries. The as shows up in search results if the query includes the keyword you specified.

For example, if you set the keyword tours to mars, we will show your ads for the search queries tours to mars, discount tours to mars, tours to mars deals, reserve tours to mars, and so on, because those queries contain the source keyword.

Possible reasons:

Your reasons differ from above?

If you see that the ad is displayed for a query that's not in your keyword list and the above reasons don't apply to your case, contact the customer service department using the feedback form.

Please include a link from the title of the ad you see in the ad unit. We need it so that we can find the relevant ad in the system and check it. To copy the link, right-click the ad title and select Copy link URL. If you have copied the link correctly, it looks like this:

• http://yabs.yandex.ru/count/… (from search results).

• https://an.yandex.ru/count/… (from ad networks).

If you've done everything correctly but the link has a different format, you are probably running an ad blocker in your browser. Disable the ad blocker and copy the link again.

You can add individual words or keywords from search queries to the list of negative keywords .

You can also use special operators to lock a specific word form or number of words in a keyword.

Highlight means making the keywords bold in the title and text of ads in search for a specific query. Highlight can be used not only in the ad title and text, but also in the domain name.

The keywords that are not part of the query may be highlighted in the ad, if they are synonymous or context-setting.

System algorithms build synonymic chains and create the database of synonyms. This database is maintained by the Yandex search engine rather than Yandex Direct.

If the words are not part of the query, but are highlighted in ads, they set the context for the source query or are its synonyms according to our database.

Synonyms or context-setting words exist for each query. For example, install is a synonym for installation.

Synonyms for different queries aren't always the same (even if the queries contain the same word). Hence, the highlighting might differ.

We continuously improve the database, hence, the synonyms for different queries may change over time.

YAN and ad exchanges also use keyword highlight.

Bold font is used for individual keywords in the ad text.

Highlighting is set up automatically based on the context of the ad site and advertiser's keywords. You can't disable or enable it.

Highlighting is not used in 100% of impressions. For example, it's not used in the case of retargeting.

In ad networks, the advertiser's keyword might not be entirely highlighted, but only individual words from it.

The most common reasons why a display ad that passed moderation is not served:

If the above reasons don't apply to your case, contact the customer service department.

In the display campaign settings, you can restrict banner impressions for a given user.

This restriction applies to all types of ads in the display campaign.

All the user devices are taken into account.

Let's say the campaign has banners and videos, and you specified the restriction “no more than 2 impressions in 7 days”. In this case, a single user might have:

• 2 banner impressions

• or 2 video impressions.

• or 1 banner impression and 1 video impression.

Impressions depend on how the strategy and targeting will run.

More information in Help.

Make sure to review impression statistics over the period specified in the campaign settings. For example, if the frequency cap is 3 times in 7 days, you have to review 7-day statistics.

The statistics may display a slight increase in the limit due to the algorithm that determines what users are on different devices.

If you limit impressions for the entire period that your campaign is running, the limit may be exceeded if ads are served for longer than a month.

All ad impressions in the display campaigns (banners and videos), as well as display banner impressions on a new Yandex Browser tab, follow the MRC standard. It means that the banner impression counts if at least 50% of the banner area remains continuously in the user's viewable area for at least 1 second.

For more information, see Compliance with IAB standards.

You must evaluate the [average CPM](*average CPM) for the entire strategy period.

It's normal if the bid grows higher on certain days or strategy periods: the system might buy the traffic at the bid higher or lower than the set bid, but the average bid over the strategy period will be met.

If the bid is higher throughout the strategy period, take note of the number of impressions in statistics: if you have less than 10,000 impressions, your bid might not be met.

Read more in Display strategies in display campaigns.

In the first days of running the strategy, the system might spend more than the daily part of your weekly budget: that's needed to accumulate statistics for the future. In the following days, impressions will get balanced, and the budget won't run out ahead of time.

We recommend that you don't change the strategy settings to slow down your budget spending. Otherwise, statistics accumulation and algorithm learning is restarted.

If you changed the strategy and set new dates, but the previous strategy period hasn't ended, you might still have spending under the old and new strategy on that day.

You might see an overspending, but that's neither an excessive impression nor technical error, since the new strategy can't account for spending under the old strategy on the switching date.

To avoid this situation:

• Stop the campaign if you want to change the strategy and start it the next day only.

• Change your strategy the day after the previous strategy expires.

This might happen if you have an invalid link in the banner code.

Make sure that your link meets the requirements.

A click on the banner opens the page specified in the Link to site field, the mobile app (if installed), or the app page in the store (if the app is not installed). Banner clicks must open this page by calling the yandexHTML5BannerApi.getClickURLNum(1) method.

<a id="click_area" href="#" target="_blank">...</a> 
 // after the "<a href ...></a>" 
 element,  // assign its href attribute as follows:
  <script> 
    document.getElementById("click_area").href = yandexHTML5BannerApi.getClickURLNum(1); 
 </script>

Read more about the requirements:

• For display banners.

• For banners on a new Yandex Browser tab.

Add a bid adjustment for smartphones as minus 100% from the bid.

You can also disable impressions on the same OS: set the adjustment at minus 100% to the bid for iOS or Android.

Let's say you want to show ads on iOS only. In this case, add two bid adjustments:

• Minus 100% from the bid on desktops.

• Minus 100% from the bid for Android.

However, we don't guarantee that at this setting your ad will be shown to users of some specific operating system (there are other mobile operating systems, such as Windows Phone).

Add a bid adjustment for desktops as minus 100% from the bid.

The system selects ads for display in the mobile search results based on several indicators: quality coefficient, bids (adjusted for smartphones), and CTR on mobile search.

That means the ad indicators that meet the criteria for the ad unit in the desktop search may not be inadequate for the ad unit on mobile devices.

The mobile version provides less ad space than the desktop search.

In the Report wizard, select the cross sections: Geotargeting region and Region of user's location.

Geotargeting region is the region you selected when setting up the display region in the campaign settings or ad group settings.

Region of user's location is the actual location of the user selected in search settings or detected by the IP address.

Possible reasons:

• The user is located in one region, but another region is in their search settings. In this case, the system shows the ads for the region specified in the search settings to the user, regardless of their actual location.

  For example, if San Francisco, California is selected in the user's search settings, the user will see the ads tailored for San Francisco although they might now be in Boston, Massachusetts or any other city.

  Please note that users might want to search offers from other regions.

• Extended geotargeting is enabled in the campaign.

  In the search results, this option lets you serve ads for queries that include the name of a display region, even if the user is located in a different region.

  The campaign uses the amusement park keyword and Moscow is set as the targeting region. In this case, your ad will be served to Moscow residents who search for amusement parks and to people in other regions who search for amusement parks in Moscow (that use such queries as amusement park Moscow, amusement park in Moscow, and so on).

  In ad networks, extended geotargeting lets you serve ads to a user taking into account the location they frequent, regardless of where they are currently located.

  How geotargeting works.

• Activation after the region change is still in progress, and impressions continue in the previous region.

  The system needs some time to apply the changes. Activation in this case can take up to 180 minutes according to clause 3.12.1 of the Ad Serving Rules.

  Therefore, if you changed the display region less than three hours ago, impressions might continue in the previous region.

Possible reasons:

• The user is located in one region, but another region is in their search settings. In this case, the system shows the ads for the region specified in the search settings to the user, regardless of their actual location.

  For example, if San Francisco, California is selected in the user's search settings, the user will see the ads tailored for San Francisco although they might now be in Boston, Massachusetts or any other city.

  Please note that users might want to search offers from other regions.

• Extended geotargeting is enabled in the campaign.

  In the search results, this option lets you serve ads for queries that include the name of a display region, even if the user is located in a different region.

  The campaign uses the amusement park keyword and Moscow is set as the targeting region. In this case, your ad will be served to Moscow residents who search for amusement parks and to people in other regions who search for amusement parks in Moscow (that use such queries as amusement park Moscow, amusement park in Moscow, and so on).

  In ad networks, extended geotargeting lets you serve ads to a user taking into account the location they frequent, regardless of where they are currently located.

  How geotargeting works.

• Activation after the region change is still in progress, and impressions continue in the previous region.

  The system needs some time to apply the changes. Activation in this case can take up to 180 minutes according to clause 3.12.1 of the Ad Serving Rules.

  Therefore, if you changed the display region less than three hours ago, impressions might continue in the previous region.

• A user from your display region clicks on the link in an ad and sends it including all the tags to another user who is outside of your display region.

Possible reasons:

• A user from your display region clicks on the link in an ad and sends it including all the tags to another user who is outside of your display region.

• The user is located in one region, but another region is in their search settings. In this case, the system shows the ads for the region specified in the search settings to the user, regardless of their actual location.

  For example, if San Francisco, California is selected in the user's search settings, the user will see the ads tailored for San Francisco although they might now be in Boston, Massachusetts or any other city.

  Please note that users might want to search offers from other regions.

• Extended geotargeting is enabled in the campaign.

  In the search results, this option lets you serve ads for queries that include the name of a display region, even if the user is located in a different region.

  The campaign uses the amusement park keyword and Moscow is set as the targeting region. In this case, your ad will be served to Moscow residents who search for amusement parks and to people in other regions who search for amusement parks in Moscow (that use such queries as amusement park Moscow, amusement park in Moscow, and so on).

  In ad networks, extended geotargeting lets you serve ads to a user taking into account the location they frequent, regardless of where they are currently located.

  How geotargeting works.

• Activation after the region change is still in progress, and impressions continue in the previous region.

  The system needs some time to apply the changes. Activation in this case can take up to 180 minutes according to clause 3.12.1 of the Ad Serving Rules.

  Therefore, if you changed the display region less than three hours ago, impressions might continue in the previous region.

Yandex Direct ads are served when a user's search contains a keyword that you set in its entirety.

For example, your campaign uses the keyword bicycle repair, and the city of Saint Petersburg is listed as the targeting region. The ad will be displayed for the queries that include the keyword bicycle repair and other words, including the names of cities. The ad might be displayed on the search results page, if the user is in Saint Petersburg and enters the query bicycle repair in Kazan, Bicycle repair in Tver, and so on.

Perhaps the user is in one region and looks for products or services in other cities.

To exclude such impressions, add the non-target words to the list of negative keywords.