Dynamic placements in search results^β

Dynamic placements in search results^β are additional ad placements that appear in search results. They can help you generate more clicks and conversions by increasing the visibility of the advertised page. These placements don't decrease the total number of organic search results.

How it works

Ads are served on dynamic placements according to the general rules for placing ads on Yandex Search via Yandex Direct. Impressions are served based on the classic VCG auction mechanism used by Yandex Direct, as well as on the Yandex Search ranking technology, with ad relevance being the primary factor.

For your ad to appear on a dynamic placement, a few conditions must be met:

1. Impressions on dynamic placements are only possible if you have search ads enabled.

2. The ad must win the auction based on a combination of several metrics, including bid amount, ad quality, and relevance. For the ad to participate in an auction, the URL of the advertised page must organically rank in the top 20 positions for the given search query. This takes into account the targeting settings, including keywords, autotargeting, geography, and other factors.

After winning an auction, the ad appears on a dynamic placement in search results without affecting other placements.

The ad is labeled in accordance with legal requirements and marked as an advertisement. Yandex algorithms will help you generate an ad in a format supported by dynamic placements based on the snippet content, information on the advertised site, and your ad settings in Yandex Direct.

Clicks on dynamic placements are factored into the ranking process because the pages served on these placements aren't duplicated in the search snippets served organically. Note that we aim to consider all useful factors in our algorithms, ensuring that purchasing dynamic placements doesn't give pages an advantage in search rankings.

How to configure

Enable Ads in search results and Dynamic placements in search results^β in the unified performance campaign settings. In new campaigns, these options are already selected by default. For existing campaigns, you need to enable them manually.

For Yandex Search, Yandex Advertising Network, and Yandex Maps, dynamic placements are selected by default because this setting includes all available options.

The Campaign Wizard and Quick start use the new placement type by default.

Payment

If a page organically ranks among the top search results and wins the auction, it will be shown on a more prominent dynamic placement. Note that you'll still pay only for additional clicks and conversions. The baseline traffic from organic ranking, which the page would have received even without a dynamic placement, remains free.

For example, suppose a search snippet with the same URL received 110 clicks with dynamic placements and 100 clicks without them. Here, 100 clicks are considered the baseline traffic, while the additional 10 are attributed to dynamic placement. In this case, you're only charged for 10 clicks.

If a user clicks the same ad with the same URL in both a dynamic placement and, for example, in a premium placement as part of a single search, only one click counts and appears in statistics, and you're charged only for that click.

Under the pay-per-click model, you're charged for each additional click. Under the pay-per-conversion model, you pay for conversions resulting from these additional clicks.

How to analyze the results

In Yandex Direct Pro

You can evaluate the performance of the new placement type in the Report Wizard as well as on the Overview page.

• In the Report Wizard, select the "Type of placement" cross section. In the table, the data you're looking for is in the row titled "Dynamic placements in search results".

  

• On the Overview page, under Campaign analytics, select "Add filter" → "Type of placement" → "Dynamic placements in search results".

  

These reports only show statistics for impressions that resulted in additional clicks and conversions. These statistics don't include your baseline traffic from search results.

• In addition, the Overview page features the advanced report Dynamic placements in search results, which shows all your impressions from dynamic placements. To generate this report, under Performance summary, select Report → Dynamic placements in search results.

  

This report provides a comprehensive performance overview, showing how many times an ad appeared in placements of the new type, how many baseline and additional clicks it received, and how much the ad's visibility and CTR increased.

In Yandex Metrica

For the traffic source, sessions resulting from baseline clicks on dynamic placements are attributed to Search engine traffic — Yandex, while sessions from additional clicks are attributed to Ad traffic — Yandex Direct.

Why can't I see my statistics on dynamic placement?

Possible reasons:

• You selected an incorrect period — try selecting different dates.

• Your account doesn't have any ad campaigns with dynamic placements enabled.

• The filters you applied to the report only show campaigns without dynamic placements.

• Dynamic placements are enabled, but the page doesn't organically rank in the top 20 positions for the given search query.

• The advertised URL from Yandex Direct doesn't match the URL in the search results snippet. For example, an ad with your specified URL site.com/landing was selected for the given search query, but the URL of the snippet that appeared in search results for that query was different: site.com/catalog/12345678/.

• The ad failed to win any auctions based on a combination of your bid amount and the ad's quality metrics.

What can I do to increase my metrics?

• For your advertised landing pages, choose site pages that already appear in search results organically.

• If you need to promote a large number of links, use product ads and ads for catalog pages.

• If you're managing your bids manually, set them based on a statistical analysis of the effectiveness of your search ads.

• Use automatic strategies. They manage your bids considering ~100 factors, including ad effectiveness.

Have questions?