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Negative keywords and negative keyword phrases are words and phrases whose presence in a search query stops an ad in Yandex Direct from showing. They exist so your ad doesn’t reach people…

An advertising post in a Telegram channel or on a social network must carry the label “advertising,” identify the advertiser, and include an advertising identifier — erid. Erid is assigned by the…

CPL (cost per lead) is the cost of a lead — one contact from a potential customer: an inquiry, a sign-up, a callback request. It’s calculated like this: the cost of acquiring…

Promoting a VK community means making sure the right people find and read it. That takes setting the community up for the task, regularly publishing useful content, using the platform’s free tools…

Retargeting is showing ads to people who have already interacted with a business: visited the site, browsed the catalog, left their contact details, or bought something. In Yandex Direct, these people are…

ER (engagement rate) measures how actively an audience interacts with posts: liking and reacting, commenting, sharing, and saving posts. It’s expressed as a percentage: the number of reactions divided by a base…

ROMI (return on marketing investment) is a measure of how well marketing spend pays off. It shows whether the money put into advertising and promotion came back, and how much came back…

Reach is the number of unique people who saw a post or an ad: someone who saw a post several times is counted once. Viral reach on VK is people who saw…

Keyword cannibalization in SEO is a situation where two or more different pages on the same site answer the same user task. As a result, search shows now one of them for…

ROI (return on investment, a “return-on-investment ratio”) is a metric that helps you tell whether an investment turned a profit and was worthwhile. Yandex Advertising’s training materials calculate it like this: subtract…