Yandex.Direct Has New Ways To Optimize Video Ads

In the Yandex.Direct dashboard for display campaigns, there are now two ways to optimize video ads.

The new features allow advertisers to independently determine the focus for the campaign:

  • to increase the number of clicks to the site
  • to increase the number of searches

For the algorithm, this will become a signal to purchase advertising – the system will lead to a maximum of impressions that will end with the selected result.

There is only one way to optimize video ad impressions per campaign. 

If you have creatives for both types of tasks, you can create separate campaigns. For example, in image campaigns with videos aimed at increasing knowledge and interest in the brand, optimize searches. And in campaigns aimed at making purchases on the Internet – to optimize transitions to the site.

The optimization method is configured at the stage of choosing a strategy for a display campaign:

You can choose the type of optimization you need in your display campaigns today. Search optimization is set for video ads by default.

Learn more about optimizing video ad impressions here.

Dan Taylor
Dan Taylor is an experienced SEO consultant and has worked with brands and companies on optimizing for Russia (and Yandex) for a number of years. Winner of the inaugural 2018 TechSEO Boost competition, webmaster at and Sloth.Cloud, and founder of