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.

  1. SERP layouts
  2. Which SERP layout ads are shown in
  3. Examples of ad formats in search results

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.

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 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. For placements on the first page of Yandex search results and on the YAN search sites, the average CPC is determined based on VCG auction rules.

The more additional elements you put in 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. 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. Only dynamic ads from the electronics and home appliances categories can be included in it. Learn more

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 block may be also shown at the top of the Remaining positions block.

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.