What is the Yandex direct system?
Yandex direct is a service for placing advertising ads in the search results of Yandex and also on its partner sites.
Now let’s talk a little about the history of Yandex direct. In 1998, contextual advertising appeared on the Yandex site, in other words, advertising that corresponded to the user’s interest and wishes. It was paid per view of the ad (not per click, as it is now), it was possible to place it only through managers of Yandex.
The situation changed only in 2001, when the Yandex direct service appeared and with it the possibility to promote goods and services directly using the Yandex search engine. Slogan for Yandex direct: “Advertising without intermediaries”. The minimum budget for starting a business was 10 USD (by the way, this tradition has been preserved to this day).
In 2002, Yandex direct introduced a very important parameter called geotargeting (the possibility of promoting your advertisement in a specific region). It is also possible to select the time and day of the week.
A year later Yandex direct introduced a new payment system. So now the advertiser pays per click, which is based on the principle of an auction between competitors. The higher the click value, the higher the ad is displayed.
In 2005 appeared (YAN) Yandex Advertising Network. Now it is possible to see advertisements not only in the Yandex search engine, but also on the websites of the Yandex partners.
Another important information regarding Yandex direct is from 2007, when the own service for collecting statistics Yandex metrica was created. This service offers analysis of website traffic, time people spend on the website, percentage of links, and various other objectives can also be tracked.
Today in Yandex direct advertising can be published both independently and through experts. Registration is required for separate placement. If you already have access to the personal part of Yandex (mail or Yandex money, etc.), you only need to enter your username and password.
Recently, another automated strategy appeared at Yandex direct, this is the average cost of conversion, which allows you to get the maximum number of targeted visits to the website according to the specified goal in Yandex Metrica. The average cost of conversion is the ratio between the weekly cost of the budget and the number of targeted visits. You can choose as a goal, for example, adding a product to the cart, filling out a feedback form or registering on the website. An experiment for testing a new strategy (Vostochny Express Bank is an example) shows that in 2 months from the launch of the strategy, the average price of one order decreased by 20%, while the number of conversions increased by 2.5 times. It is possible to engage the new strategy today from the professional interface and the Direct API.
