Principle Competition in Your Subject

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CTR is initially (if you have just launched an advertising campaign) determined based on a forecast, which is based on the elaboration and relevance (correspondence) of the ad to the key request. After a month, the clickability of the ad will be calculated based on the click and impression statistics collected for the month.

The higher the CTR, the lower the cost per denmark telegram number database click. And vice versa. The lower the CTR, the higher the cost per click. Therefore (to increase clickability and reduce costs) it is necessary to work on the quality of the ads themselves.


The more companies advertise in Yandex.Direct using keywords similar to yours, the higher the click price. That is, competition in your topic (niche) has a direct impact on the level of expenses in contextual advertising. If necessary, to reduce the advertising budget, we expand the semantic core (the list of key queries on your topic).

We are looking for less competitive phrases that will lead people to your site.

Thus, despite the competition, you will continue to receive orders and requests from clients from Yandex.Direct.

Principle #3 - Auction



The price per click is formed on the basis of the auction model. At the moment, several such models are used - VCG auction and GSP auction. VCG is used on the first page of Yandex search and on search sites in the Yandex Advertising Network (YAN). GSP is used for all other search pages, YAN thematic sites, on the “All ads” page and in external networks. The click price on the two types of auctions is calculated using different mathematical formulas.