Yandex.Direct contextual advertising is a simple and affordable tool to increase sales. At the moment, it has the most extensive audience coverage in the Russian market (about 66%). Usually this part of users has sufficient solvency and is really interested in buying services and goods.
Yandex contextual advertising includes informative, concise announcements of services and goods.
Ads are displayed in the search results of the Yandex system and on sites participating in this ad network. The latter includes search partner sites with high traffic (for example, aport.ru), as well as some thematic sites (irr.ru). In response to a user request, an ad is displayed on the search results pages. It can also be placed on thematic sites if the marked keywords correspond to the Yandex partner site, or if the applicant was previously interested in the desired topic.
The cost of Yandex Direct services
Contextual advertising in Yandex is paid not for the number of impressions, but for specific user clicks to the resource. The cost of a click or click is determined by auction and depends on a number of factors:
a) Thematic competition - the cost depends on the number of companies advertising on Yandex. More companies - higher value. The initial value is 30 cents, the final can reach 1,500 rubles.
b) Keyword click through rate (CTR) - the more accurately the keyword is selected, the fewer will be “empty” displays for this keyword and higher CTR, in addition, each next click on the keywords becomes cheaper for you. With competent organization, it is possible to ensure that clicks located above the search results will become cheaper than clicks located in the position on the right.
c) Desired ad position. Contextual advertising Yandex has two ways of placing: above the search results (within 3 ads) or to the right of it (no more than 9 ads). Placing ads over search results is also called special placement. Usually the main part of the transitions to the site is carried out from the standpoint of special placement, this affects the increase in the cost of the click. But, as mentioned above, with a competent approach, you can reduce the cost of the transition to the level of a click from the output on the right.
The first 4 positions to the right of the issue relate to guaranteed impressions. This contextual advertising Yandex will be shown every time you enter a keyword phrase in a search query. The five subsequent ads are non-guaranteed impressions. The probability of their display depends on the bid and on the availability of display-contextual banners. This shows ads for customers whose bids are not suitable for guaranteed impressions and special placements. Rotation of announcements is also possible.
Yandex contextual advertising allows you to set restrictions that increase the effectiveness of placement:
a) Time of display of advertisements. Advertising may be displayed on specified days of the week and time of day. For example, only on weekdays from 8.00 to 17.00.
b) Place of display. It is possible to choose only a search network, only Yandex search or all available resources. There is a function to disable ad impressions for the given IP addresses.