This webinar is intended for advertisers interested in improving the performance of their ad campaigns in Yandex.Direct. We will help you understand why optimization is important and how to do it, shed light on important settings and the principles of optimization, and help you avoid common mistakes. Host: Matthew Casserly Program: • When to optimize ad campaigns and why: interface overview, important statistics • Keywords and operators vs match types • How to write good ad texts • How to set up campaigns and manage your budget