Starting September 1 — a new auction system and ranking on search, and automatic bid optimization on content sites

From September 1, Yandex.Direct will switch over to a new auction system and ranking on search. With this release, advertisers can get the maximum amount of clicks at an optimal price for any position in an ad block, and the highest-quality ads will have a better chance at reaching the highest placement positions.

What's changing in bid management

  • Click price. More information is appearing in the Yandex.Direct inferface to help you conveniently manage the positions of your ads on search: recommended bids for 2nd place premium placement, and a new column called "Click price". So now, when setting bids, you will immediately see not only the bids required to win the desired positions, but also overall how much the CPC will be in these positions.

    In Direct Commander and the API, bids will be shown for all positions in the premium placement and guaranteed placement ad blocks, as well as the click price for these positions.

  • Automatic bid optimization on content sites. Yandex.Direct has added a useful option for advertisers who don't select special impression settings on content sites and manage bids manually. Under these settings, the system will now withhold the average CPC amount for content ads, which is not higher than the average CPC on search. This ensures against overspending on content sites by advertisers who have not yet set up independent management of search and content sites.

    This option will appear in Yandex.Direct's interface and API, and will appear in Direct Commander at the beginning of September. When necessary, automatic bid optimization on content sites can be disabled at any moment.

Please note that Yandex.Direct has published a video detailing how the new auction system functions, along with recommendations and answers to frequently asked questions about these changes, as well as a detailed blog post about bid optimization on content sites.

Yandex.Direct will keep you up to date with news and advice on ad placement. If you have any questions, please get in touch with the support service, or contact your manager at Yandex.