Yandex.Direct: The method for calculating the price for entering Special Placement has changed
Special Placement - a winning advertising space with high clickability over search results - has become more accessible for advertisers. A new, more accurate CTR forecast for key phrases allows you to get into Special Placement for a lower price.
For this:
* the formula for calculating the price of entry into Special Placement has been changed;
* separate accounting of statistical indicators was introduced when an ad is shown in the Special Placement and in the block of ads to the right;
* For the calculation of the CTR, data for the last 28 days are used during which this announcement was shown.
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What gave these changes?
1. The threshold of entry to the Special Placement has become lower.
When calculating the price of entry into the Special Placement using the new formula, a more accurate CTR forecast is taken into account. Accordingly, for a larger number of phrases, the price of Special Placement turned out to be more acceptable.
2. The number of visitors has increased, the cost of going to the site has decreased.
According to our statistics, on average, CTR ad placement is 5 times higher on average than in the block on the right. Increased CTR leads to lower rates. Accordingly, the transition of an ad to Special Placement allows reducing the cost of each visitor attracted to the site and increasing the number of clicks to the site.
3. You can quickly see the results of changes in advertising campaigns.
Previously, the price of entering the guaranteed impressions and the special placement of ads in Yandex.Direct was influenced by the indicators accumulated over the entire duration of the advertising campaign. Now, for the calculation of prices, impressions and clicks for the last 28 days, when the campaign was active, are taken into account. In other words, if the campaign has not been shown for the last three months, and then it has been activated again, the statistics for the 28 days when the ads were last displayed will be taken into account. Such a mechanism makes it possible to more quickly obtain results from a change in your campaign: improved CTR - quickly received a result for reducing the price per position.
Please note that when calculating prices for line items, impressions and clicks are taken into account separately in Special Placement and the block on the right. If an ad is pushed out of Special Placement, then the CTR accumulated there will not be taken into account in the impressions in the right column: the price of getting into guaranteed impressions will again be calculated for it according to the corresponding forecast.
For this:
* the formula for calculating the price of entry into Special Placement has been changed;
* separate accounting of statistical indicators was introduced when an ad is shown in the Special Placement and in the block of ads to the right;
* For the calculation of the CTR, data for the last 28 days are used during which this announcement was shown.
')
What gave these changes?
1. The threshold of entry to the Special Placement has become lower.
When calculating the price of entry into the Special Placement using the new formula, a more accurate CTR forecast is taken into account. Accordingly, for a larger number of phrases, the price of Special Placement turned out to be more acceptable.
2. The number of visitors has increased, the cost of going to the site has decreased.
According to our statistics, on average, CTR ad placement is 5 times higher on average than in the block on the right. Increased CTR leads to lower rates. Accordingly, the transition of an ad to Special Placement allows reducing the cost of each visitor attracted to the site and increasing the number of clicks to the site.
3. You can quickly see the results of changes in advertising campaigns.
Previously, the price of entering the guaranteed impressions and the special placement of ads in Yandex.Direct was influenced by the indicators accumulated over the entire duration of the advertising campaign. Now, for the calculation of prices, impressions and clicks for the last 28 days, when the campaign was active, are taken into account. In other words, if the campaign has not been shown for the last three months, and then it has been activated again, the statistics for the 28 days when the ads were last displayed will be taken into account. Such a mechanism makes it possible to more quickly obtain results from a change in your campaign: improved CTR - quickly received a result for reducing the price per position.
Please note that when calculating prices for line items, impressions and clicks are taken into account separately in Special Placement and the block on the right. If an ad is pushed out of Special Placement, then the CTR accumulated there will not be taken into account in the impressions in the right column: the price of getting into guaranteed impressions will again be calculated for it according to the corresponding forecast.
Source: https://habr.com/ru/post/10993/
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