Dynamic placements in search results^β

Dynamic placements in search results^β are additional ad placements that appear in search results. They can help you generate more clicks and conversions by increasing the visibility of the promoted page. These placements don't decrease the total number of organic search results.

How it works

Dynamic placements follow the same rules as placing ads on Yandex Search via Yandex Direct. Impressions are served based on the classic VCG auction mechanism used by Yandex Direct, as well as on the Yandex Search ranking technology, with ad relevance being the primary factor.

For your ad to appear on a dynamic placement, a few conditions must be met:

1. You can enable dynamic placements only if you've enabled advertising in search results.

2. The ad must win the auction based on a combination of several metrics, including bid amount, ad quality, and relevance. For the ad to participate in an auction, the URL of the advertised page must organically rank in the top 20 positions for the given search query. This takes into account the targeting settings, including keywords, autotargeting, geography, and other factors.

After winning an auction, the ad appears on a dynamic placement in search results without affecting other placements. For the "Deposits", "Debit cards", "Credit cards", and "Cash loans" product categories, ads can appear on dynamic placements within the Finance category in Yandex Search and on dynamic placements in "Banking services" verticals.

Yandex algorithms will help you generate an ad in a format supported by dynamic placements based on the snippet content, information on the advertised site, and your ad settings in Yandex Direct.

Clicks on dynamic placements are factored into the ranking process because the pages served on these placements aren't duplicated in the search snippets served organically. Note that we aim to consider all useful factors in our algorithms, ensuring that purchasing dynamic placements doesn't give pages an advantage in search rankings.

How to configure

Enable Ads in search results and Dynamic placements in search results^β in the unified performance campaign settings. In new campaigns, these options are already selected by default. For existing campaigns, you need to enable them manually.

For Yandex Search, Yandex Advertising Network, and Yandex Maps, dynamic placements are selected by default because this setting includes all available options.

The Campaign Wizard and Quick start use the new placement type by default.

Payment

If a page organically ranks among the top search results and wins the auction, it's shown on a more prominent dynamic placement. Note that you'll still pay only for additional clicks and conversions. The baseline traffic from organic ranking, which the page would have received even without a dynamic placement, remains free.

For example, a search snippet with the same URL receives 110 clicks with dynamic placements and 100 clicks without them. Here, 100 clicks are considered the baseline traffic, while the additional 10 are attributed to dynamic placement. In this case, you're only charged for 10 clicks.

If a user clicks the same ad with the same URL in both a dynamic placement and, for example, in a premium placement as part of a single search, only one click counts and appears in statistics, and you're charged only for that click.

Under the pay-per-click model, you're charged for each additional click. Under the pay-per-conversion model, you pay for conversions resulting from these additional clicks.

How to analyze the results

In Yandex Direct Pro

You can evaluate the performance of the new placement type in the Report Wizard as well as on the Overview page.

• In the Report Wizard, select the "Type of placement" cross section. In the table, the data you're looking for is in the row titled "Dynamic placements in search results".

  

• On the Overview page, select "Add filter" → "Type of placement" → "Dynamic placements in search results".

  

These reports only show statistics for impressions that resulted in additional clicks and conversions. These statistics don't include your baseline traffic from search results.

• In addition, the Overview page features the advanced report Dynamic placements in search results, which shows all your impressions from dynamic placements. To generate this report, under Performance summary, select Report → Dynamic placements in search results.

  

This report provides a comprehensive performance overview, showing how many times an ad appeared in placements of the new type, how many baseline and additional clicks it received, and how much the ad's visibility and CTR increased.

In Yandex Metrica

For the traffic source, sessions resulting from baseline clicks on dynamic placements are attributed to Search engine traffic — Yandex, while sessions from additional clicks are attributed to Ad traffic — Yandex Direct.

In Yandex Webmaster

Starting July 15, 2025, statistics on the effectiveness of dynamic placements are accessible via the API and in the reports and charts of the "Query monitoring", "Query statistics", and "Page statistics" tools. You can analyze this data alongside overall site statistics or conduct a detailed analysis via the API. For more information, see the Yandex blog.

Why can't I see my statistics on dynamic placement?

Possible reasons:

• You selected an incorrect period — try selecting different dates.

• Your account doesn't have any campaigns with dynamic placements.

• The report filters only show campaigns without dynamic placements.

• Dynamic placements are enabled, but the page doesn't organically rank in the top 20 positions for the given search query.

• The advertised URL from Yandex Direct doesn't match the URL in the search results snippet. For example, an ad with your specified URL site.com/landing was selected for a specific search query, but the URL of the snippet that appeared in search results for that query was different: site.com/catalog/12345678/.

• The ad failed to win any auctions based on a combination of your bid amount and the ad's quality metrics.

What can I do to increase my metrics?

To maximize the effectiveness of dynamic placements:

• Use relevant landing pages. Make sure that the ad URL exactly matches the URL in the search results snippet.

• Create more ads that direct users to your site pages ranking in the top 20 search results. Include these ads in as many campaigns as possible and enable the "Dynamic placements in search results^β" option for them.

  This will increase the overall relevance of your ads to search queries, making them more likely to appear in dynamic placements.

• Improve the quality and user friendliness of your site. For example, make sure there are no technical issues that may hinder indexing and that your site is responsive on mobile devices. This helps improve the site's rankings in Yandex Search results.

  Create useful, engaging content that is relevent to user queries and optimize the meta tags to improve the appearance of your site in search results.

• Review the targeting restrictions. For your ad to participate in more auctions, consider broadening the criteria. For example, select additional autotargeting categories.

• Review the budget limits. If the campaign already approaches them, increase the limit by at least 10% after enabling dynamic placements. This allows the system to take full advantage of the new placements.

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