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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 block may contain up to four ads. Usually, the guaranteed placement block is located beneath the search results. In some cases, the block may be located to the right of the search results.

Note. Ads selected for premium placement and guaranteed impressions are guaranteed to be displayed for each search query that has an exact keyword match.
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 I ensure a higher position for my ads?

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.

When calculating CTR, impressions and clicks of all the ads in the group are taken into account for a particular keyword within the last 28 days. In the absence of sufficient statistical data, we use forecasting.

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.

Learn more

  • Please read the ad display rules. These rules contain detailed information on the ad display terms and conditions.

  • To find out what factors affect the entry price for guaranteed placement, the 1st position, or premium placement, please see the Auction and Bidding section.

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