Statistical fluctuations
Site revenue depends on many parameters: the page content of your site or search queries entered by visitors, position and format of ad units, number of advertisers and their costs-per-click. For this reason, Yandex can't guarantee specific revenue for a site.
Possible causes of statistical fluctuation
There are several main factors that can influence the revenue of your site.
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Time targeting. Advertisers can assign various time targeting parameters for their ads. For example, they could decide not to display ads at night or during certain days of the week (for example, on weekends). This could change the number of ads selected for display on a site and, as a result, lead to changes in the price-per-click and CTR of displayed ads.
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Geography. Many advertisers target their ad platforms toward people who live in certain regions, therefore revenue is also influenced by the geographical location of site users. If your site has a large percentage of foreign users or users from regions of Russia and CIS countries with a small number of advertisers, your site could possibly display less ads or perhaps none at all. If this is the case, you can automatically display your own ad or an alternative ad for RTB blocks in order to maximize your revenue.
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Time of day and day of the week. Please note that the number of visitors of your site is also susceptible to changes depending on the time of day and day of the week. The number of visitors increases during working days and business hours and drops during weekends, days before holidays and during holidays.
In addition, Yandex is constantly working to improve its ad selection algorithms and strives to make ad products more effective and increase its partners' revenues. Modifications to algorithms could be accompanied by insignificant fluctuations in site revenue.
Seasonal statistical fluctuations
Seasonality can affect the revenue of your site in different ways:
- The number of visitors may vary. For example, during the holiday season and May holidays in Russia, the number of internet users decreases, which means the number of impressions decreases as well. During this period, some advertisers pause their ad campaigns, which also leads to a temporary drop in revenue for your site.
- Ads for seasonal goods and services may appear on your site before holidays like Mother's Day or Saint Valentine's Day. During such periods, competition grows between advertisers of seasonal goods. This could increase CTR and CPC on your site and, as a result, your revenue might increase.
You can track changing trends across various products and services using Yandex Wordstat:
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