An update on experiments with SERP layouts

February 14, 2019

Since we first began testing new designs, most Yandex Search users have come into contact with experimental SERP layouts. This doesn't come as a surprise, given that we launch new experiments each week.

Our latest experiments have involved both minor changes like new background colors or different column widths, as well as more major innovations. In this post, we'll fill you in on the changes we've recently implemented and others we are testing right now.

New SERP layouts appearing in search results include:

Minimalist ads

Our experiments don't always involve adding new elements — in certain cases, we test whether less is more. Currently, some experimental SERP layouts show ads of various heights, e.g. one expanded ad followed by 1-3 with no additional elements, or one regular ad and several minimalist.

How does this help? This type of design reduces two important factors: for users — less irritation, and for advertisers — lower cost of entry into the ad block. The illustration below offers examples of the traffic volumes for minimalist SERP layouts. The first ad receives more premium traffic, but the lower ones get cheaper clicks.
Double impressions

We launched another experimental SERP layout today, one that involves repeat appearances. The idea is that ads that win auctions to appear in the first position can then reappear at the bottom of the page where users will see them a second time, above the ads below organic search results.

How does it work? When this SERP layout is used, the advertiser that wins first place in the auction gets to appear twice. When the user scrolls down, the ad appears a second time above the ads below the organic search results. There's no need to worry about your statistics or your budget — these "double impressions" are recorded as one impression in statistical reports and you will only pay for one click.

The number of slots in organic search results remains unchanged, as does the number of slots below the search results.

How does this help? Users who view search results pages come into contact with numerous ads. To put it simply, serving your ad at both the top and bottom of the page gives you a second chance to acquaint users with your offer while also saving them from having to scroll back up to see your ad, thereby increasing the likelihood that they will click on your ad instead of your competitors'.
Chats and prices on search

Both experiments are intended for roughly 2% of the Yandex search audience.

Chats are part of a closed test in which some Yandex.Direct clients added chats to their ad campaigns. We plan to use the results of this experiment to add chats to our list of standard ad extensions. In doing so, we offer users additional means of contacting your business. Let's say they can't call your office at the moment, but they need additional information about your product before making a decision to place an order with your company instead of a competitor. A quick answer to their question via chat can be the deciding factor in changing a user's status from potential customer to current customer. We are currently continuing to test and develop this option, and we will provide more details about its performance in the future.

Prices in ads are in open testing, so any advertiser can add prices right in the Yandex.Direct interface. We can use these prices to create and test new designs for search ads.

How does this help? Offering users more tools to help them make decisions means that the audience Yandex.Direct brings to your site are more likely to convert.