Non-competing ads

According to the Yandex Direct auction rules, ads are selected for serving based on the bid, click-through rate (CTR), and quality coefficient. The click price factors in the indicators for competing ads. But if several of your ads participate in the selection process, they do not compete with each other for calculating the click price — it only depends on the indicators of the winning ad and the ads of other advertisers.

Terms of non-competition

Ads do not compete when calculating the click price if any of the following criteria are met:

Ads belong to the same campaign.
Ad links lead to the same domain or its mirrors*, even if the ads rare in different campaigns or different accounts in Yandex Direct.

For example, you can simultaneously run a display campaign and a unified performance campaign: if all ads advertise products on the same site, you will avoid competition between them. The click price will not increase due to the presence of other ads of yours, even if they are targeting the same audience. This makes Yandex Direct a one-stop advertising platform that is both convenient and afforable.

Transitivity also applies to non-competing ads. Example of transitivity: Ad 1 and Ad 2 belong to the same campaign, and links from Ad 2 and Ad 3 lead to the same domain. This means that Ad 1 and Ad 3 won't compete.

Non-competing ads for mobile apps

If you're advertising a site and a mobile app, the system will detect that the ads have the same advertiser. Ads for mobile aps and for sites compete for impressions on devices, but don't affect the final bid. Only one ad of the same advertiser takes part in the auction — in each case, the system shows the variant of search results that best strikes the balance between the user satisfaction and effectiveness for advertisers.

How the system determines that links lead to the same domain

Redirects

: If a user clicks on an ad link and is redirected to a different address, the domain is determined from the destination URL. Intermediate URLs are ignored.

Mirrors

: Mirrors are websites available at different addresses but having the same content. You can check whether sites are mirrors or combine them into a mirror group using Yandex Webmaster. Learn more about site mirrors.

Aggregator domains

: If the landing page is on an aggregator domain (for example, yandex.ru or vk.com), your page address is treated as a domain. For example, ads with links to https://yandex.ru/turbo?text=lpc/12ab34c and https://yandex.ru/turbo?text=lpc/56de78f will compete.

Questions?

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