---
metadata:
  - name: generator
    content: Diplodoc Platform v5.50.6
alternate:
  - https://yandex.com/support/direct/en/general/positions.md
  - https://yandex.com/support/direct/ru/general/positions.md
  - https://yandex.com/support/direct/tr/general/positions.md
  - https://yandex.com/support/direct/zh/general/positions.md
---
> **Documentation Index:** Fetch the complete configuration index at https://yandex.com/support/direct/en/llms.txt

# Ad placements on Yandex Search

Users surf the web for different products and services. Users are shown contextual ads in search results. This type of promotion exactly matches the user interests, directly responding to their query with a relevant ad.

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Your ad appears in Yandex Search results and the Yandex Advertising Network partner search sites, as well as on desktops, tablets, and smartphones.

Ads are placed in the following sections on Yandex Search results pages:

##### **Premium placement** {#sr}

This section is located below the search results. It can also appear within verticals in search results, in Finance search, and in Service search.

Ads displayed in this section generate the highest number of clicks.

![](../_assets/premium-placement.png =550x){.border-yes}

##### **Remaining impressions** {#garanty}  

Ads that don't get served in the 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. 

![](../_assets/guaranteed-placement-bottom.png =550x){.border-yes}

Ads can also appear in search results on the **Search with Alice** tab, in the section of Alice's answers.

##### **Dynamic placements in search results^β^** {#dynamic}

Additional placements that appear in organic search results. They can help you generate more clicks and conversions by increasing the visibility of the promoted page. [Learn more](https://yandex.com/support/direct/en/general/dynamic-places.md)

## SERP layouts {#templates}

To make ads more appealing, Yandex Direct uses _SERP layouts_, which are alternative page designs for search results that include varying layouts and section formats. Each time a person wants to find a product or service, the algorithm selects the best fitting template and generates sections for it.

Your [traffic volume](https://yandex.com/support/direct/en/troubleshooting/bidding.md) 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](#extended) ads get more clicks than common ads.

## Which template serves the ad {#conditions}

Ads are selected separately for each section. They are ranked based on the [CPC](*ставки_за_клик), [quality coefficient](*коэффициента_качества), and [CTR forecast](*прогноза_CTR) per impression. The ad with the best combination of indicators ends up in the placement section. In Yandex search results and on YAN search sites, the average CPC is determined based on [VCG auction](https://yandex.com/support/direct/en/technologies-and-services/vcg-auction.md#calc-vcg) rules.

The more [additional elements](https://yandex.com/support/direct/en/efficiency/improve-your-ads.md) you add to your ad, the more templates you can access. For example, to be served in expanded format, the ad must contain [sitelinks](https://yandex.com/support/direct/en/efficiency/quick-links.md) with descriptions.

Yandex Direct continually runs experiments to create more ad formats. Each new format undergoes several stages of testing and is evaluated using a variety of search quality and traffic metrics. To maximize potential reach, use all available additional elements and choose the optimal bid for your business or a suitable automatic strategy. The best placement and display format will be selected for you automatically.

## Examples of ad formats in search results {#examples}

#### 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.
    
![](../_assets/common-ad.png =450x){.border-yes}

#### Exclusive placement

The largest and most prominent ad format in search results. The ad appears above the search results and occupies a single promotional placement.

{% list tabs %}

- On desktops

  ![](../_assets/exlusive-f.png =550x){.border-yes}
  
- On mobile devices

  ![](../_assets/exlusive-m.png =220x){.border-yes}

{% endlist %}

**Expanded ad**

{% list tabs %}

- On desktops

  Ad on the first position with sitelinks. Ads of competitors are shown below in the regular format.
  
  ![](../_assets/extended-format.png =550x){.border-yes}

- On mobile devices

  Ad with sitelinks. One or more ads can be shown at the same time.

  ![](../_assets/mobile.png =220x){.border-yes}

{% endlist %}

#### Ad extension with a promo {#promo}

An ad extension with a promo (a title and a link), callouts, and contact information can appear under the first position of the premium placement. <!-- Если пользователь кликнет на заголовок объявления и на промоакцию, оплата будет только за один клик.-->

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](https://yandex.com/support/direct/en/efficiency/promotion.md) to it.

![](../_assets/traf-promo.png =450x){.border-yes}

The top position in the premium placement can show an ad with an image and a price. This SERP layout can only be used to promote 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.

<!-- source: en/_includes/upc/upgrade-to-comb.md -->
{% note alert %}

Starting June 30, Text & Image ads in unified performance campaigns will become edit-only. For campaigns that previously relied on Text & Image ads, you can now create combinatorial ads. For more information, see [Upgrading Text & Image ads to combinatorial ads](https://yandex.com/support/direct/en/unified-performance-campaign/upgrade-to-comb.md).

{% endnote %}
<!-- endsource: en/_includes/upc/upgrade-to-comb.md -->

![](../_assets/traf-product.png =450x){.border-yes}

#### In suggestions

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.
    
![](../_assets/sagest.png =450x){.border-yes}

#### Mini ad

Ad without additional elements (sitelinks, contact information, display link).
    
![](../_assets/minimalistic-ads.png =450x){.border-yes}

#### Copying the ad from the top position

The ad selected for the top position in the [premium placement](#sr) may be also shown at the top of the [Remaining positions](#garanty) section.

#### 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 [campaign type](https://yandex.com/support/direct/en/products-media-context-banner/create.md).

![](../_assets/media-context-banner.png =450x){.border-yes}

## Learn more

- [Ad Serving Rules](https://yandex.com/legal/direct_display_rules_ch/)
- [Traffic volume and bids](https://yandex.com/support/direct/en/troubleshooting/bidding.md)


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#### Have questions? {#questions}

{% note alert %}

Our customer support can only assist you with campaigns linked to the username you are contacting us from. You can check your username by opening [ya.ru](http://ya.ru/) in another browser tab. Our team can access your data only when processing your request.

{% endnote %}

Scan the QR code or tap it to follow the link.

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<div class="social-card"> <!-- telegram ссылка как в ru-->

<a href="https://t.me/YandexDirectSupportBot?utm_source=direct&utm_medium=help&utm_campaign=ru" target="_blank">
    <img src="https://yastatic.net/s3/doc-binary/src/support/direct/ru/files/telegram-qr.png" style="width: 96px;">
</a>

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<div class="social-card"> <!-- watsapp -->

<a href="https://wa.me/74951399193?utm_source=direct&utm_medium=help&utm_campaign=en" target="_blank">
    <img src="https://yastatic.net/s3/doc-binary/src/support/direct/ru/files/watsapp-qr-en.png" style="width: 96px;">
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If you select Telegram or WhatsApp, keep in mind that Yandex does not control and is not liable for how third-party messengers store your data and chat history.


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You can contact us from 10:00 to 19:00 (UTC+3) by phone:

**Moscow**: [+7 495 139-91-93](tel:+74951399193)

**Russia**: [8 (800) 700-47-45](tel:88007004745) (toll-free within Russia)

To access campaigns, the customer service specialist will need your [PIN](https://yandex.com/support/direct/en/troubleshooting/pin-code.md).

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<iframe form-id="1435" collapsed="no" collapsible="no" form-title="Обратиться в отдел клиентского сервиса" id="all-p" width="100%" src="https://forms.yandex.ru/surveys/1435/?lang=en&title=%D0%9E%20%D1%87%D0%B5%D0%BC%20%D0%B2%D1%8B%20%D1%85%D0%BE%D1%82%D0%B8%D1%82%D0%B5%20%D1%81%D0%BF%D1%80%D0%BE%D1%81%D0%B8%D1%82%D1%8C%3F&requestid=1678345963548777-1444993988871094178-vla1-3501-vla-l7-balancer-8080-BAL-7399&iframe=1&path=%2Fsupport%2Faudience%2Ftroubleshooting%2Fstart.html&feedback_sid=8935512981673750718&mobile=false&service=audience&referer=https%3A%2F%2Fyandex.ru%2Fsupport%2Faudience%2Fdelete-data.html&url=https%3A%2F%2Fyandex.ru%2Fsupport%2Faudience%2Ftroubleshooting%2Fstart.html" frameborder="0" style="background: #FFFFFF; border-radius: 10px; padding: 18px"></iframe>

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<div class="grid-container">
    <div class="grid-item">
        <div><p><h3><span style="font-weight:normal">Useful links</span></h3></p>
        <ul>
            <li><a href="https://direct.yandex.com/dna/grid/campaigns">My campaigns</a></li>
            <p></p>
            <li><a href="https://wordstat.yandex.ru/">Wordstat</a></li>
            <p></p>
            <li><a href="https://yandex.com/support/direct/en/payments/payment-methods">Payment methods</a></li>
            <p></p>
            <li><a href="https://yandex.com/support/direct/en/troubleshooting/other">Contacts</a></li>
        </ul>
        </div>
    </div>
    <div class="grid-item">
        <div><p><h3><span style="font-weight:normal">Legal documents</span></h3></p>
        <ul>
            <li><a href="https://yandex.com/legal/direct_adv_rules_ch/en/">Advertising requirements</a></li>
            <p></p>
            <li><a href="https://yandex.com/legal/direct_display_rules_ch/en/">Display rules</a></li>
            <p></p>
            <li><a href="https://yandex.com/legal/offer_direct_ae/en/">Terms of service</a></li>
        </ul>
        </div>
    <div class="grid-item">
        <div><p><h3><span style="font-weight:normal">Training</span></h3></p>
        <ul>
           <li><a href="https://yandex.com/adv/edu?menu=open">Online courses</a></li>
        </div>
        <ul>
    </div>
    <div class="grid-item">
        <div><p><h3><span style="font-weight:normal">Learn more</span></h3></p>
        <ul>
           <li><a href="https://yandex.com/adv/news">New in Yandex Direct</a></li>
           <p></p>
           <li><a href="https://yandex.com/adv/solutions?menu=open">Yandex customer cases</a></li>
        </div>
        <ul>
    </div>
</div> 


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[*ставки_за_клик]:
     The maximum CPC or CPM set either manually or automatically based on the strategy settings.

[*коэффициента_качества]:
     Offer relevance 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.

[*прогноза_CTR]:
     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.