Impression positions in Yandex Search
Ad placement in the search results
The number of ads in search results depends on the device on which the ad will be displayed.
Ads are placed in the following blocks on Yandex Search results pages:
- Premium Placement
The premium placement block is located above the search results. It may contain up to three ads. Ads displayed in this block generate the highest number of clicks.
- Guaranteed Placement
The guaranteed placement ad block can contain up to four ads. Generally, the guaranteed placement block is located below the search results. In some cases this ad block may be found to the right of the search results.
- Dynamic Placement
Ads not included in guaranteed placement can be displayed in the dynamic placement block, rotating (alternating) with ads from other advertisers.
Usually, the dynamic placement block is located below the search results on the second and subsequent pages and contains up to four ads. If the guaranteed placement block is located to the right of the search results, the dynamic placement block is beneath it and contains up to five ads.
Prices for display positions
For each keyword, Yandex.Direct calculates prices for the following positions:
- guaranteed placement entry
- 1st position (in the guaranteed placement block)
- premium placement entry
- 2nd position premium placement (not displayed for mobile app ads)
- 1st position premium placement
A bid that equals (or exceeds) the price of a given impression position on Yandex's search results pages guarantees that your ad will display in said position when a user enters a query that matches your keyword exactly.
Adding coefficients that raise the CPC or additional settings that affect the price for mobile devices in the Bid Adjustments section does not change how impression position prices are calculated for ads shown on Yandex search results pages. Because of this, if one or more advertisers use coefficients or bid adjustments to attract a certain type of user, the set price may not be sufficient to end up in the desired position when ads are displayed to that particular audience.
How do ads end up in their position?
Ads are selected for display at each position based on their CTR, quality coefficient, and CPC. Ads with the highest performance indicators end up in premium placement and the guaranteed impressions blocks. Other ads may be included in dynamic placement blocks, where the likelihood of impressions also depends on these indicators.
A click forecast is used to calculate CTR. This forecast is based on accumulated impression and click statistics for keywords, as well as for other parameters that affect the likelihood of a click, such as the presence of search terms in an ad text, user behavior in a display region, and so on.
The quality coefficient takes many factors into account, including the relevance of the ad to the query, the ad statistics, relevance of the ad to the landing page, etc.
Thus, you can ensure a higher position for your ad not only by increasing bids, but also by boosting the efficiency of your ad.