Advertisers lose a significant number of leads when they deem sites with high-quality traffic to be irrelevant and disable impressions on them.
To carefully check this hypothesis, we carried out an experiment in which advertisers received a small share of their traffic from sites they had previously disabled. Naturally, the clicks resulting from this experiment were free of charge for the advertisers, and the impressions were not included in their statistics. In the end, these impressions on disabled sites brought advertisers +6% more conversions.
To increase returns from advertising placements and increase the number of conversions from verified sources, changes will be made to the rules for disabling impressions on individual sites in the Yandex Advertising Network in early March. Now impressions on sites with verified traffic quality will continue automatically, even if their addresses appear in the list of blocked sites. We can guarantee high conversion rates on these sites, since we can ensure the most effective placement of advertising blocks and strict control of audience quality.
On which YAN sites are impressions possible even if they were in the block list?
- Sites with Turbo technology. These are sites with fast load speeds, high quality mobile layouts and automatic ad placement. Turbo versions of sites feature ad blocks placed in accordance with strict requirements: they are located in the users' visible zones, but do not irritate them or provoke random clicks. Ad impressions remain enabled only on sites' Turbo versions where we can guarantee high-quality layouts, fast load speeds, and where we can control the effectiveness of each ad contact.
- Yandex's proprietary services. We carefully track the conversion rates of the ad blocks on the sites of our services, as well as the quality of their audiences. Every Yandex service is interested first and foremost in helping users solve their problems, so we pay maximum attention to feedback provided about quality, including about the performance of ad blocks.
How will the interface change?
If one or more of these sites is in your list of blocked sites, then in the beginning of March you will see a notification in the interface that impressions have been launched. That being so, the address of the site will not disappear from the block list.
If you want to make your campaigns in ad networks more effective, we recommend using automatic strategies like click or conversion optimization. This way, the system will be able to select the most relevant advertising offers for each user on each specific site and at each specific moment.
Please note that these changes only affect campaigns with impressions in ad networks, as well as mixed campaigns with impressions on search and in ad networks. They do not affect ad placements operating only on search.
As always, we recommend that you use your current campaign statistics as a basis for decisions about disabling impressions on any sites, otherwise you risk losing part of your target audience.