Using multilending to raise positions and reduce prices in Yandex.Direct

In late August, “Yandex. Direct ”, as is known, will switch from the GSP auction system (“ second price auction ”) to the VCG model (Vicry-Clark-Groves).

“Unlike the current auction, where the increase in the click price is associated with an increase in position, in the new VCG auction, the click price rises directly with the increase in traffic,” reports Yandex.
Such a transition will increase the benefits for advertisers, as the auction optimizes the price per click on any position of the block. But here a question arises on the use of new tools by advertisers, so that these very positions and prices are the most attractive.

The key difference from the old system will be that better and more attractive to users ads that lead to relevant pages will receive advantages when ranking.
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The Yandex press service reports: “To calculate the quality of advertising, we will also use some relevance factors (pages - ed.), Which we are already using in Yandex search. This will allow us to improve the quality of traffic for advertisers and the relevance of the search results page, as well as increase the completeness and quality of advertising. ”

Thus, improving the quality of the content becomes paramount for advertisers. To promote the content of the page should be as relevant to the ad text. This is the main factor of relevance for both Yandex and other search engines.

The most effective way to achieve this interaction is to use adaptive content, that is, multi-hosting.


Adjustment for the client
There are two options for creating a unique page for each sales offer:
The first is to create a separate page with its own URL for each ad.
The second is the creation of multilending, which replaces the content depending on the request.
Obviously, none of the hundreds of pages created for various requests will compete with the multilending, which corresponds to thousands at once.

So, what elements of the landing page can be changed to increase the relevance:
• Headline first. There is no need to customize the substitution for each request. One has only to understand the main features of the product and the needs that arise in different segments of the audience and show the title relevant to the group of requests in each segment.
• The structure of the proposal. It varies in accordance with the proposed product, service or terms of purchase.
• Subtitles, the proposal in the order form, the inscriptions on the buttons.
• Photos, minor items.

When Yandex and other search engines find a high level of content compliance with the offer, they will react by raising their position in the advertising results.

In turn, customers who have switched on the ad, much more loyally respond to the headers, the most consonant with their request. It is also important that the activity of visitors is taken into account in a number of other factors assessing the quality of site content.
Thus, the conversion will increase, as well as positions in relation to competitors and other criteria of relevance, of which there are now more than two hundred.