YAN

YAN - Yandex Advertising Network, displaying Direct ads not in search, but on partner sites, in Yandex applications and services. Search catches already formed demand, YAN forms it and catches up with the audience.

Traffic from YAN is colder than search traffic. In the search, the person entered the query himself; in YAN, he saw the banner while reading something else. Hence the difference: a click in YAN is cheaper, the reach is wider, but the conversion to an application is usually lower, and the share of irrelevant clicks is higher.

YAN requires more intensive work with negative sites and creatives than search. Without cleaning the sites, the budget is spent on garbage applications with children's games and click fraud. With normal setup, YAN is a working channel for outreach and retargeting; For an analysis of Direct in its entirety, see Yandex.Direct guide.