Ad placement in search results
Users surf the web for different products and services. Users are shown contextual ads in search results. This type of ads matches exactly the user interests, directly responding to their query with a proper ad offer.
Ads are served on Yandex search results and YAN partner search sites, on desktops, tablets, and smartphones.
Ads are placed in the following sections on Yandex Search results pages:
Premium placement
This section is located below the search results. Ads displayed in this section generate the highest number of clicks.
Remaining impressions
Ads that don't get premium placement may appear in the middle or at the bottom of the page during the search, or when the user returns to search results.
Dynamic placements in search resultsβ
Additional placements that appear in organic search results. They can help you generate more clicks and conversions by increasing the visibility of the advertised page. Details
SERP layouts
To make ads more appealing, Yandex Direct uses SERP layouts, which are different versions of the search results page design with a different layout and format of ad units. Each time a person wants to find a product or service, the algorithm selects the best fitting template and generates ad units for it.
Your traffic volume depends on the template selected and your ad positioning in it. Ads above the search results get more clicks than at the bottom of the page, while the expanded format ads get more clicks than regular ads.
Which template serves the ad
Ads are selected separately for each placement section. They are ranked based on the CPC, quality coefficient, and CTR forecast per impression. The ad with the best combination of indicators gets the placement. In Yandex search results and on YAN search sites, the average CPC is determined based on VCG auction rules.
The more additional elements you add to your ad, the more templates you can access. For example, to be served in expanded format, the ad must contain sitelinks with descriptions.
Yandex Direct continually runs experiments to create more advertising formats. Each new format undergoes several stages of testing and is evaluated by a variety of metrics related to search quality and advertising traffic. To increase the potential reach of your ads, use all the additional elements and choose the optimal bid for your business needs or a suitable automatic strategy. The best placement and display format will be selected for you automatically.
Examples of ad formats in search results
Regular format
Ads are shown with all their extensions (sitelinks, contact information, display link). Callouts are only shown for the ad displayed in the top position.
Exclusive placement
The largest and most noticeable ad format in search results. An exclusive placement ad occupies a single advertising spot above the search results,
Expanded ad
Ad on the first position with sitelinks. Ads of competitors are shown below in the regular format.
Ad with sitelinks. One or more ads can be shown at the same time.
Ad extension with a promo
An ad extension with a promo (a title and a link), callouts, and contact information can appear under the first ad in the premium placement section.
The system selects a SERP layout for each search query based on user preferences. To increase the chances of your ad appearing in the SERP layout, add a promo to it.
The top position in the premium placement section can show an ad with an image and a price. This SERP layout can only be used to advertise products. It can serve Text & Image ads with images and prices from a unified performance campaign, as well as product ads from a unified performance campaign or a product campaign.
Advertising in suggest
The ad appears above the list of suggestions when a user enters a query in the search bar. It's selected algorithmically based on the most likely search suggestion and displayed only if the ad message is highly relevant to the user query. After being shown in suggestions, the ad can also be displayed in the search results.
Mini ad
Ad without additional elements (sitelinks, contact information, display link).
Copying the ad from the top position
The ad selected for the top position in the Premium placement section may also be served at the top of the Remaining impressions section, in content ad units in search results, and on the finance tab in search results.
Search banners
The banner is displayed to the right of search results; as it is the only banner on the page, this draws attention to it. Search banner has a dedicated ad campaign type.
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The maximum cost per click or the cost per thousand impressions. Bids are either set manually by the advertiser or automatically by the system depending on your display strategy settings.
A rating of how relevant promotional offers are to user interests. Yandex Direct compares an ad and the landing page it leads to with the search term the user entered and what they do on your site.
The ratio of the number of clicks on an ad to the number of its impressions, expressed as a percentage. It is an indicator of ad performance.