We regularly monitor the effectiveness of ads placed on Yandex.Direct to determine how well they meet both search and advertising goals.
Following an analysis of commercial search queries, we found out that users interact differently with ads depending on their interests. Some users view the search results from left to right, while gradually scrolling down the page, while others only view the ad blocks once they reach the last result at the bottom of the page. Both types of user demonstrated a high level of interest in ads on the page.
We then experimented with ad block positions and discovered that Direct ads at the bottom of the page were more effective for some search categories than ads placed to the right of our search results.
This method also proved successful from an advertising point of view. Ads placed below the search results are suitable for those advertisers looking to generate as much traffic as possible, while still allowing other advertisers to receive as many clicks as they need.
Given the results of these tests, we have made the right ad block «mobile». It may now be displayed either at the side of the page or at the bottom. The location that attracts the most users will determine where the block is placed.
This change will be introduced gradually. It is currently active for certain searches in all categories automatically selected by our ad system. In the future, we will determine where this ad block will be displayed given the effectiveness for each keyword phrase.
Ad impressions in this new position will help us boost advertisers search traffic while also reducing their average expenditure.
Up to 4 ads selected for guaranteed impressions may appear in the ad block at the bottom of the page. The block will take the premium placement format, meaning that SERP links can be included for all ads to increase the number of targeted conversions.
The «Impressions to the right of Yandex search results» has been renamed to «Impressions to the right of and below Yandex search results», meaning impressions in the «mobile» block irrespective of its position.