August 6, 2008
Internet, August 6, 2008. Yandex.Direct advertisers have got a new tool for managing their budgets: they can bid separately for contextual and for search ads. This ad management mechanism allows for better control over costs of placing contextual ads on websites in the Yandex Advertising Network (YAN).
Starting today, advertisers will have a new option in their ad campaign management interface, using which they can allocate a certain portion of their budget specifically to placing contextual ads. The size of this portion will determine the maximum number of impressions their ads will have. It is also possible for an advertiser to set a maximum cost-per-click bid (percentage of maximum CPC of search ads) they are happy to pay for placing their contextual ads on websites in the YAN. Website quality factor calculated based on Yandex.Metrica data will remain in effect.
"We know that most Yandex.Direct's clients expand their reach by actively using the opportunity to display their ads on websites in the Yandex Advertising Network. Now they can fine-tune performance of their ads," says Eugene Lomize, head of the Yandex advertising technologies group. "We are positive that flexible budget settings will attract more advertisers to the YAN, which will be beneficial for website owners."
Yandex.Direct is the first and the largest ad-serving system for contextual advertising on the Russian Internet. Ads are displayed on the search results pages and on the pages of the Yandex Advertising Network.
