Yandex.Direct: special placement - first, second or third?
By experience, it has long been known that the click-through rate of the second place in the special placement is on average not lower than the click-through rate of the first, and the cost of a click is often several times less. Therefore, it was absolutely logical to choose second place in the special placement of Yandex.Direct. As the saying goes, the sheep are safe and the wolves are fed.
But on June 2, 2009, Yandex gave everyone a surprise - there are now three advertising spots for special requests in the special placement. In this connection, it was not clear where it is now more effective to place advertisements. From the first place, everything seems to be clear - hardly anything has changed there globally. But which one to choose between the second and third places is a question.
After about a month of our research, we compared two main indicators of CPC (cost per click) and CTR (click-through rate) for those ads that were previously placed on the second special placement, and then went down to the third. The comparison was made on requests from different subjects.
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On average, received the following figures:
CTR decreased by 8% - from 9.2% to 8.5%
CPC decreased by 15% - from 47 to 40 rubles.
What pleases in this situation - the CTR fell slightly, and the cost per click decreased more. This is especially important in topics where the cost of a click is much higher than average values, and there a drop in the price of a click by 15% results in significant budget savings.
On some topics, it turned out generally very positive data. For example, office partitions CTR increased by 9%, and the cost of a click fell by 19%.
In general, the reduction in cost per click indicates that the competitive struggle slowed down, the appearance of the third place allowed us to be placed in special placement to another thirsty advertiser. The fight for special accommodation will now not be so active.
Of course, nuances are possible depending on the subject and the specific advertising campaign, but according to the data obtained, it can be concluded that, on average, the placement strategy for the third special allocation of Yandex is currently optimal when choosing from three possible places over the issue.
Ekaterina Semenova, RA ALabs
But on June 2, 2009, Yandex gave everyone a surprise - there are now three advertising spots for special requests in the special placement. In this connection, it was not clear where it is now more effective to place advertisements. From the first place, everything seems to be clear - hardly anything has changed there globally. But which one to choose between the second and third places is a question.
After about a month of our research, we compared two main indicators of CPC (cost per click) and CTR (click-through rate) for those ads that were previously placed on the second special placement, and then went down to the third. The comparison was made on requests from different subjects.
')
On average, received the following figures:
CTR decreased by 8% - from 9.2% to 8.5%
CPC decreased by 15% - from 47 to 40 rubles.
What pleases in this situation - the CTR fell slightly, and the cost per click decreased more. This is especially important in topics where the cost of a click is much higher than average values, and there a drop in the price of a click by 15% results in significant budget savings.
On some topics, it turned out generally very positive data. For example, office partitions CTR increased by 9%, and the cost of a click fell by 19%.
In general, the reduction in cost per click indicates that the competitive struggle slowed down, the appearance of the third place allowed us to be placed in special placement to another thirsty advertiser. The fight for special accommodation will now not be so active.
Of course, nuances are possible depending on the subject and the specific advertising campaign, but according to the data obtained, it can be concluded that, on average, the placement strategy for the third special allocation of Yandex is currently optimal when choosing from three possible places over the issue.
Ekaterina Semenova, RA ALabs
Source: https://habr.com/ru/post/67106/
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