New auction in Yandex.Direct
Contextual advertising
Contextual advertising
Evgeniy Letov
The Yandex.Direct auction will be held according to new rules from the end of August 2015. The new model is called the Vickrey auction (aka VCG auction) and replaces the second price auction. In addition, new factors are taken into account when pricing (not only CTR and bid).
Why is this being done? What should be done in the new conditions? - let's figure it out.
Content
What is this for?
How it was before
How will it be now?
How to pump up this newfangled quality indicator
What will remain the same
Conclusion (what to do now)
1. Find a replacement for the strategy "Display in the block at the minimum price"
2. High-quality advertising materials
3. Separate campaigns for YAN
4. Order contextual advertising in "Promo Expert"
The innovations correct one injustice that people have already stopped noticing.
How it was before
Let's say you decided to take the first line in the special placement block. Oh, miracle! You did it, you are in the right position.
Where's the catch? - Here's where: competitors dentist phone number data fewer clicks, but they pay an order of magnitude less.
Very often, your advertising campaign will be less effective than your competitors' campaigns, even though you spend a much larger budget.
Bottom line : you're overpaying simply because you're in first place.
How will it be now?
Yandex calculated that higher positions provide greater "clickability" of ads. The ad in the first place in special placement collects the maximum number of clicks (the ad in the second place - 15% less, in the third - as much as 25% less).
The new auction calculates the price of each click based on the total number of clicks "stolen" from competitors. (There is also a quality parameter, but more on that later)
Bottom line : You only pay more when you get more clicks.