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 blocks on Yandex Search results pages:
- Premium placement
This block is located below the search results. Ads displayed in this block generate the highest number of clicks.
- Remaining impressions
Ads that don't get premium placement may be served in the middle or at the bottom of the page or to the right of the search results.
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 blocks. Each time a person wants to find a product or service, the algorithm selects the best fitting template and generates ad blocks 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 expanded format ads get more clicks than regular ads.
Which SERP layout ads are shown in
Ads are selected separately for each ad block. 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.
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. It appears above the search results and occupies the only advertising space.
- Expanded ad
Ad on the first position with sitelinks. Ads of competitors are shown below in the regular format.
- Advertising in suggest
The ad appears under the list of suggestions when the 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.
- Product gallery
Product gallery is a carousel with product cards from different stores that appears under the search bar. It can only include dynamic ads from the following categories:
- DIY goods (materials, components, tools).
- clothing, footwear, accessories for children and adults.
- household goods.
For more information, see Product Gallery.
- Mini ad
Ad without additional elements (sitelinks, contact information, display link).
- Copying the ad from the top position
- 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.