Increasing ad effectiveness

The Yandex Advertising Network interface provides partners with convenient tools and access to statistical data that can help you independently influence the effectiveness of ads and, consequently, your site revenue.

In addition, Yandex is constantly working to improve its ad selection technology and strives to make ad products more effective.

Articles in this section will help you find ways to increase ad effectiveness:

If you didn't find the information you were looking for in the sections mentioned, check the list of frequently asked questions or contact us.

The ads on my site have a low number of impressions

We recommend that you first take the following actions:

  • Make sure that your site has no problems with page accessibility and that error codes 404, 502, 500, or 204 are not appearing (see Monitoring availability).
  • Check the ad block visibility percentage. Make sure that the ads are being displayed in most browsers. Yandex.Metrica reports might help you. YAN ad blocks are tested in all modern browsers and in all operating systems.
  • Check the value of the minimum CPM threshold for RTB blocks. If the value is too high and you have not inserted code for your own ads, this could lead to a significant reduction in the number of ad impressions.
  • Check the list of competitor domains. A large number of blocked competitor domains could lead to a noticeable reduction in the number of ad impressions.
  • Assess the feasibility of using the family filter. Keep in mind that the family filter can be enabled for specific sections instead of the entire site.
  • Install the latest ad code version with the code designer. Do not independently modify ad code unless absolutely necessary.

In addition, the number of ad impressions may change due to seasonal fluctuations.

The ads on my site have a low CTR

Here are a few reasons why ads on a site could have a low number of clicks:

  • The site has been provided with broadly-themed ads because its pages are inaccessible to indexing by the YAN robot. The CTR for ads that match the context of site pages is higher than the CTR for broadly-themed ads.
  • The site is not enabled for behavioral targeting. Our researchers have shown that enabling the display of ads based on user interests increases the CTR for the overwhelming majority of sites.
  • Ad blocks are ineffectively positioned: they are unnoticeable to users or distract from the main content of the page. Check out our CTR research.
  • The design of ad blocks was poorly chosen, ads are barely discernible, or they irritate users with their intrusiveness. Experiment with the color design of ad blocks. Make sure that the display of images as well as icons from advertisers' sites has been enabled for Yandex.Direct ad blocks.
The ads on my site have a low CPMV

The cost of impressions for an ad in the YAN depends on the following factors:

  • Site content. The cost if an impression changes depends on the ad's subject matter. This is because the market keeps shifting, including the number of advertisers, their CTR, and ad price. Make sure ad targeting based on user interests is enabled, because it helps expand the list of ad categories on your site.
  • Site quality. Improving the quality of your website noticeably affects impression cost and can help boost revenue.
  • Ad block location and design. The visibility of your ad blocks is taken into account when calculating the CPMV, so try placing them in a way that makes them noticeable to users. The optimal location and design for your ad blocks depend on the layout and design of the particular website. Don't be afraid to experiment and see what works and what doesn't.
    Note. The location and design of ad blocks should not violate the Terms of Participation and result in accidental clicks.
Number of clicks/impressions in statistics has decreased

Invalid clicks and impressions (malicious or erroneous) may be removed from the clicks and impressions statistics. The filtration process takes from two days to a month, therefore some indicators in the statistics in this time may slightly decrease.

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