Yandex.Direct Starts Showing Ads For Synonyms

Yandex.Direct has started showing ads for synonyms of advertisers' keywords. This means that if an advertiser has chosen to bid on the keyword “holiday in France”, their ad will also appear if a user searches for the synonymous keyword “vacation in France”. Yandex hopes that this will help users to discover more ads that are relevant to their query, and help advertisers to reach potential customers they otherwise wouldn't have reached. If an ad is triggered by a synonym, the advertiser will only have to pay the amount they bid on their original keyword, so that advertisers don't find themselves paying more than they intended.