Are your ads ready to appear in expanded format?
The Yandex.Direct team is always experimenting — with new designs for ad blocks, for example — in order to find ways to better provide advertisers with as much high-quality traffic as possible, at the price they choose, and to make it ever easier for users to find what they are looking for.
In the past, it was only navigational queries that could trigger an ad to appear in expanded format as shown in the screenshot. Ads like this have higher click rates and are better able to attract target audiences. After analyzing the results of our recent tests, we launched a new algorithm allowing ads to appear in expanded format for regular queries also, as long as the quality of the ad and its bid are sufficiently high. Take note that this new algorithm currently only applies to ads appearing in Russia, and all four sitelink descriptions must be filled out for an ad to appear in extended form. To add sitelink descriptions, use the Yandex.Direct interface, an xls file, or the API.
You can add descriptions right in the Yandex.Direct interface, using an xls file, or the API.
What is going to change?
One thing that will not change is the auction. When your ad moves up to a higher position, you pay only for the extra traffic you received due to the impression in the higher position. The higher your ad’s quality and bid are, the more likely the ad is to make it to first premium placement and appear in expanded format.
The number of available spaces in premium placement will remain unchanged: from zero to four based on the amount of high-quality ads available for the user's specific search query. The bid setting process in the interface also remains unchanged.
Ads for navigational queries will continue to appear in expanded format along with new impressions in premium placement. Keep in mind that only high-quality ads make it into premium placement.
Is advertising replacing organic search results?
No. Both ads and organic search results appear in response to the user’s search query, and they both aim to help the user find what they need. Users see more ads in cases when they are better able to respond to the search query than organic search results. In other cases, search results pages feature fewer ads, or have no premium placement block at all.
We believe that the point of a search engine is to show results that matter to each and every user, and that search results should be flexible and personalized. For this reason we continue experimenting with new ways of showing ads in search: adding, removing, and moving elements as necessary.
Please feel free to contact us at any time, and we will keep you informed of all important experiments. We strongly recommend filling out all the additional fields for your ads so that they can appear in experimental formats as often as possible.