Display problems

How to check if your ad is being displayed

Ads may be served on Yandex search results pages and in the ad networks (YAN and ad exchanges). To learn more, see the Display rules.

All your ad impressions are reflected in the statistics reports. You can see how many impressions took place during a certain period, for which keywords, and in which regions.

Common reasons why ads are not served

How do I view an ad on a site?

You can see what your ad looks like on any site without spending your budget on it. You can do this only if your ad has passed moderation and your campaign is running.

Note. This feature is available for display campaigns only.
  1. On your campaign page, find the group you need and click the button that displays the number of ads. In the view window, click .

  2. The targeting window will open. Allow cookies and click Preview. The cookie is stored in your browser. The lifetime of a cookie is 10 minutes.
  3. During this time, you can view your ad on any site where it might be displayed (for example, sites where the ad has already been served). You can find a list of these sites in the Report Wizard. If you can't find the ad, try refreshing your page several times or viewing it on another site.

    You can only view the ad in the browser that saved the cookie. “Incognito” mode in Yandex Browser or similar modes in other browsers must be disabled.

Retargeting will replace the cookie with a new one, even if the previous cookie has not expired yet. For this reason, you can't preview multiple ads at once.

Attention. Your ad clicks and impressions that occur before the cookie expires will not be counted in your statistics and you will not be charged for them.

Conditions for displaying ads using targeting on a site

An ad will appear on a site when the following conditions are met:
  1. The site has an ad placement location available that meets the size criteria.
  2. The site is not included in the list of prohibited sites in the ad campaign settings.
  3. It is not prohibited to display ads for your subject matter or brand in the settings for the site or ad placement.

Ad is not displaying

Here are the most common reasons why an ad that has passed moderation is not being served:

The ad has not been activated yet
If you have recently paid for or enabled the ad, the ad may just not have been activated yet. It takes on average about 40 minutes for an ad to appear in the search results after activation. The maximum time for an ad to pass through the activation process is 3 hours.
The ad didn't end up on the first page of Yandex search results
Look for your ad impressions on the View all ads page of Yandex.Direct (you can search by keywords). If you still have questions, go to the special form.
The order was not paid
Ads will only be displayed after you pay for the advertising campaign. If you paid for your order through your bank or using internet banking, then your ad will start displaying as soon as we receive the payment confirmation. Payment information is checked every three hours using an online statement system.
Low funds
If you're running low on funds in your shared account, your campaign account, your daily shared account budget, or your daily or weekly budget, Yandex.Direct may not serve ads in certain cases to avoid overspending. Top up your account if necessary. To avoid such situations in the future, you can enable autopay for your shared account.
The time and the region for your ad do not correspond to your browser's time and region settings.
The current time or day of the week may not correspond to the display time for the ads in your campaign. Your browser's region setting must also match the display region for your ad.
Ad doesn't match your interests
Ad display is affected by behavioral factors. The history of your previous searches and clicks on ads shows that the ad is irrelevant to you: in this case, you don't see it, but it is displayed to other users. Clear cookies, or check the results on another device, in another browser, or on another computer.
Ad displays are limited by negative keywords and operators
Your query may use a form of the word that you excluded in the settings. For example, you used the operator + to include the preposition in the keyword apartments +in Moscow, but you searched for the ad using the query apartments Moscow buy. Check the list of negative keywords and used operators on the ad or campaign editing page.
Ad serving is restricted for a specific audience
Campaign parameters may use bid adjustments that lower the bid or exclude ad impressions for a specific audience. You may have been included in the category of users that ads are not served to.

For more information, see the section Why are my ads not being served?.

If you could not find the answer to your question, please call +7 (495) 739-37-77 or 8 (800) 234-2480 (toll-free within Russia). To access campaigns, a specialist will need pin code.

You can also contact us using the feedback form below.

Tip. If your ad did not pass moderation, you can find out the reasons why it was rejected by clicking How to fix it on the rejected ad. You can ask questions about moderation using this form.
Attention. The specialists of the client service Department can only advise you on advertising campaigns of the username from which you write. The username can be seen in the upper right corner of the screen. The specialist will only get access to your data when processing the request.

There are impressions based on queries containing a negative keyword

This can happen if you use the " " operator for a negative keyword. Ads will not be triggered by a query containing a negative keyword or any of its derivative forms. However, if a query contains a combination of a keyword and a negative keyword, the ad will display. Try to avoid using the " " operator or add another negative keyword that is a combination of a keyword and the negative keyword.

For example, let's say you set the keyword buy an elephant and include the negative keyword “stuffed elephant”.

buy stuffed elephant

large stuffed elephant

stuffed elephant

Why do requests come from users outside of my display region?

This may happen if:

  • A user from your display region clicks on the link in your ad and sends it along with the tags to a user outside of your display region.
  • A user may have changed their region to your display region in their browser settings, and then saw your ad and clicked on the link.

Why is the ad image cropped?

This is due to the ad block settings on the site. If the image doesn't fit inside the ad block due to the settings, it will be proportionally reduced or cropped relative to the center.

The “Rarely served” status appeared

Ad groups marked "Rarely served" means that they have low search traffic or ads aren't being served at all.

Before marking your ad groups as “Rarely served”, the system evaluates accumulated statistics on your ad group's impressions. This process is updated automatically. The system periodically tries to serve ads from the group. If the amount of impressions in an ad group increases, then the group becomes active again.

Bid forecasts and statistics for ad groups with this status are not available for 28 calendar days. Accumulated statistics can be seen in the Report Wizard.

You can increase impressions by making changes to your ad group settings. Yandex.Direct gives the following recommendations on what to do in descending order of importance.

Select different keywords

It is possible that your selected keywords do not appear frequently in search queries, or are too specific for impressions in networks. Try adding other keywords or make sure that operators or negative keywords are not limiting your keywords more than necessary. We recommend using the keyword statistics service when creating a list of keywords. You can see how many people per month search for a given phrase, and what similar search queries are used.

Combine keywords

Keywords that are not used frequently can be combined into one ad group so that together they can receive enough traffic to remain active. Using templates, you can create unique ads for each keyword. With the use of URL parameters like {keyword} or {param1} and {param2}, you can create separate landing pages for users that come to a site who clicked through on one ad but searched for different keywords. Learn more

Edit a retargeting list

Your retargeting list may be too narrow. As a result, very few users are clicking through to your site due to your settings. Try changing your settings and making your target audience more broad.

Check your geotargeting settings

If you selected a particular city in your geotargeting settings, ads can only be served to people located in that city or those who are interested in it. In some cities, there may not be impressions for a given keyword or Retargeting & Audiences option. Try adding nearby cities, or selecting the whole oblast or district.

Increase maximum bids

It's possible that your competitors raised their bids, so your ad groups are not winning auctions due to low bids or downward bid adjustments. Your ads can win auctions and be selected for impressions if you increase your bids and cancel your bid adjustments.

How to get more impressions

To increase the number of impressions for your ads:

  • Enable impressions in ad networks

  • Enable impressions for related keywords and don't limit your expenses for them

  • Change your impression schedule and expand your geography

  • Check that your keywords are working. If you use operators incorrectly or have a lot of negative keywords, this will limit your impressions

  • Enable autotargeting. That way Yandex.Direct will use your ad text and the advertised site page to select suitable search queries and serve your ads when users enter them.

  • Adjust your bids. Raising your bids allows your ads to win auctions more frequently and get selected for impressions.

  • Change the settings of your chosen strategy. For example, increase your budget if the limit you set doesn't allow you to win auctions.

You can also follow Yandex's recommendations for improving advertising performance.

A notification appeared on my ad

As required by law, notices are added automatically to ads that fall into to the following categories:

  • Medical services

  • Medical products

  • Medicinal substances

  • Dietary supplements

  • Infant formula and baby food

  • products that resemble weapons

  • Financial services

  • Shared-equity construction and new construction projects


If the notice was added in error, please let us know using the form below.

The specialists of the client service Department can only advise you on advertising campaigns of the username from which you write. The username can be seen in the upper right corner of the screen. The specialist will only get access to your data when processing the request.

An age restriction appeared on my ad

The 18+ rating is added automatically to all ads for the products listed below:

  • Games, music and movies
  • concerts, shows, sports events and other entertainment events
  • print media (newspapers, magazines and books)
  • Certain TV and radio programs and shows
  • databases and computer programs

The “Consult a Specialist indication. For baby food intended for children 11 months and older ” is added by default to ads for children's food.

Change 18+ to other values

If your products are intended for consumers under 18 years of age, you can change the age restriction yourself on the advertising campaign page.

Just click on the notification and select the appropriate value.

Delete age restriction

Age restrictions cannot be deleted if you are advertising media. If necessary, you can change the age restriction.


If you are not advertising media and you believe the age restriction was added by mistake, please fill out the form below to remove the restriction.

The specialists of the client service Department can only advise you on advertising campaigns of the username from which you write. The username can be seen in the upper right corner of the screen. The specialist will only get access to your data when processing the request.

Favicons in ads

Your website's icon (favicon) can be added to Direct ads on the Yandex search results page.

How can I add a favicon to my ad?

The image from your favicon.ico file is automatically uploaded as the favicon. This file is usually located in the root directory of the advertised website or is embedded in its HTML code. To learn how to install a favicon, see Favicon in Yandex Help.


After you add a new favicon, it may take some time for the information to be updated.

My ad is displaying without my favicon

Check that favicons are correctly installed on your site. You can find the instructions in the Favicon section of Yandex.Webmaster Help.


If you replaced a favicon which was installed previously or added a new one, it may take some time to update the information about it.

My favicon was set up correctly but it still isn't displaying

Yandex.Direct does not guarantee that favicons will display for all ads (even if the favicon is correctly configured).


If you replaced a favicon which was installed previously or added a new one, it may take some time to update the information about it.

If you're not sure whether the favicon was set up correctly or you need help figuring out how to display it along with your website name in Yandex search results, contact us using the form in Yandex.Webmaster Help.

Displays stop in distributed mode

In distributed mode, ads are served in a way that spends the daily budget evenly throughout the day or during the period specified in time targeting. If your budget is not enough for continuous impressions, your ads will get paused periodically.

You can see the distribution of visits itemized by hour in the “Yandex.Direct, summary” report of Yandex.Metrica. If the report shows that ad impressions are irregular for very short periods, and the daily budget is quickly spent, it means that the current system settings do not allow you to optimally distribute impressions. Increase your daily budget, change bids, or switch to a weekly budget.

Can I display a search Banner and a Text & Image Ad at the same time?

If the “Search banner” and “Text & Image Ads” campaigns use the same keywords, both ads can be displayed for the same search query.