Ad Serving Rules

Ads appearing on Yandex are marked "Yandex.Direct", "Direct" or "Advertising".

Ads served via Yandex.Direct appear on pages of:

• Yandex search results based on key words of advertiser's choice (limited to 11 ads),
• member websites in Yandex Advertising Network (limited to 9 ads on content web pages, and to 11 ads on search results pages),
• Yandex Catalog (limited to 11 ads both on content and on search results pages),
• Yandex.Addresses search results (limited to 5 ads),
• blogs search results (limited to 5 ads),
• Yadex.Direct ad search based on search terms (all competing ads).

Ads served alongside Yandex search results, or on content pages or search results pages in Yandex.Catalog are eligible for premium placement. Premium placement is a position right above Yandex search results or right above text on a content webpage in Yandex.Catalog. This is a very strong advertising position with a high CTR, Only one or two ads can appear in this position each time a user's search query matches key words chosen by the advertiser.

All other ads will appear on the right side of search results.

At a time, the right column on Yandex's search results pages can display:

• up to four ads in the Guaranteed Placement positions. These ads will appear each time when a user's search query matches key words chosen by the advertiser.
• up to five ads in the Dynamic Placement positions. These ads will be rotating in the space under Guaranteed Placement positions. The total number of ads rotating in these positions is practically unlimited.

All other ads are displayed in the positions below the top four. These are non-guaranteed placement positions, which can show no more than four static ads at a time. The lowest position shows ads dynamically, that is, in rotation. The number of dynamic ads displayed in this position is unlimited. However, the more ads there are, the less chance to be displayed each of them has.

Yandex.Market ads or rich media context ads might appear alongside Yandex's search results instead of the ads, which failed to secure the Guaranteed Placement positions.

Ads compete for placement in ANY position on the basis of their CTR and CPC.

CTR is calculated based on ad clicks and impressions only on pages of Yandex's search results or on mail.ru.

If advertiser's bid is higher than the amount of funds available on the account of their advertising campaign, this amount will be used for bidding.

Ads with the highest CTR and CPC run in the Premium Placement or Guaranteed Placement positions. All other ads rotate in the Dynamic Placement positions.

Premium Placement, in contract to Guaranteed Placement, has a minimum bid threshold. This means that it is quite possible for the Yandex.Direct ads to appear in Yandex's search results, but none of them will run in the Premium Placement position. On the other hand, ads with high CTR have a great chance of running in the Premium Placement position at a cost lower than the cost of placement on the right of Yandex's search results.

Ads in the Premium Placement positions or Guaranteed Placement positions appear on a cost-per-click basis, with the ads scoring the highest CPC bid listed first.

Ads in the Dynamic Placement positions appear based on how many rotating ads are triggered by a specific user query, and also on how high their CTR and their CPC bid are, with the ads scoring the highest CTR and CPC bid listed first.

Ads on websites in the Yandex Advertisng Network are user targeted. These ads are automatically selected to appear on participating websites based on product of their CTR and CPC. It is possible to block specific websites (except mail.ru search) from showing your ads.

Ads in the Yandex.Direct ad search results appear based on advertiser's CPC bid only.

Please, note

1. During advertising campaign, keywords or keyword phrases, or catalog categories, are automatically disabled if the CTR of a matching ad displayed on search results pages gets lower than 0.5%. All other keywords in the same ad campaign remain active.
2. Ads in the same campaign using the same keywords or keyword phrases, or the same catalog categories, do not compete with each other. Only one ad with the highest product of CTR and CPC is displayed.
3. If a number of ads using the same keywords or keyword phrases, or the same catalog categories, link to one and the same website, only one ad with the highest product of CTR and CPC is displayed.
4. Efficiency of advertising campaign is being measured throughout its duration. The efficiency parameter affects minimum bid price for ads displayed on Yandex's search results pages. This parameter is based on a number of dynamic factors, such as number of impressions, CTR, duration of campaign, which are being monitored in real time. If advertiser's CPC bid is lower than the minimum bid price on Yandex search, their ads will appear only on websites in the Yandex Advertising Network (except mail.ru) and/or on Yadex.Direct ad search.

5. Yandex reserves the right at its own discretion to regard certain ads as similar. Ads (from one advertiser or from a number of different advertisers) can be considered similar if they:

   • advertise identical or similar items: the same or similar, to a large degree, products (services) marketed in the same region;
   • use the same keywords (keyword phrases, catalog categories);
   • link to the same website or to similar websites and/or have the same advertiser's (vendor's) contact information.

   Similar websites offer, largely, the same range of products (services) marketed in the same region. These sites also have other features that allow to suppose that products (services) offered on these websites are essentially the same and that they are marketed by one and the same vendor (or a number of affiliated vendors), despite insignificant variety in the range of products, pricing, website design, its structure, or website ownership.

   In a group of similar ads using the same keywords (keyword phrases), only the one with the highest product of CRT and CPC is displayed. All other ads are considered as duplicates and are declined.

   Duplicate ads do not compete for placement.

6. It takes, on average, about 30 minutes to execute any change in advertising campaign, including its activation or termination.
7. Minimum bid price is 0.01 conventional units, maximum bid price is 50 conventional units.