We find out how much advertising in Yandex costs on its most visible site – on the main page, right below the search bar. Let’s consider the features of advertising in this area and its effectiveness.
Types of advertising on the Yandex home page
There are two options to get to the Yandex home page with ads – exclusive banners and display campaigns in YAN. They differ in parameters, cost and settings, but visually they look identical.
This is a huge advertising plate right below the search bar on the Yandex home page, often animated and decorated in bright colors. Therefore, it attracts all visitors of the search engine without exception (not everyone clicks, but everyone will notice).
Such a banner allows you to reach a large and relatively young audience (the age of home page visitors is 18-45 years old). The banner can be shown to residents of Moscow and St. Petersburg or in the regions. Yes, only two types. Fine tuning is not provided.
Banner types and cost
An exclusive banner in Yandex can be one-stage or two-stage. In the first case, this is an advertisement under the search bar, a click on which immediately sends the user to the advertiser’s page.
In the second, after clicking on the banner, another banner appears. It is larger and contains more information. For example, a description of the additional services of the advertised organization, the advantages of the promoted product, etc. In general, any content that helps interested users assert their intention to follow a link.
The cost of renting an advertising space is 180 rubles per CPM (that is, per thousand impressions) for the regions and 375 rubles for Moscow, the Moscow region and St. Petersburg. True, there is a minimum amount that an advertiser must pay – it is 750 thousand rubles. Without it, you won’t be able to buy ads on the Yandex home page.
Features of placement and effectiveness of banners
To publish an ad unit on the Yandex home page, you need to prepare a banner in accordance with the requirements specified on the company’s official website. There is a list of technical criteria:
font size down to every pixel,
banner behavior when scaling the page (the image should not be distorted),
distance from the border of the banner to the text,
the size of the logo of the advertised brand,
file size with banner.
Requirements are full, and they are carefully monitored by the moderators of the service. They will indicate errors in which case. For placement, you need to contact an advertising agency that cooperates with Yandex, or directly to Yandex by submitting an application in a special web form.
Campaign performance is rarely reported. Among well-known brands, VTB Bank shared the results, reporting that the banner increased conversion by 18%. In addition, more than half of the visitors completed the target action (issued a loan) immediately after navigating through the ad block.
This option is suitable for those who plan to promote their business in Russia and are ready to spend more than 1,200,000 rubles on advertising. That is, large brands that count on a large flow of customers in the long term, including from advertising on the Yandex home page.
This is one of the components of Yandex.Direct. It includes both the Yandex home page and many other locations on the network, where advertising banners of the company appear from time to time.
There is already a fine tuning here. You can specify the city of placement, select a specific time period in which the advertising campaign will operate, and even specify the type of home page (mobile or desktop).
Types of display campaigns and their costs
There are many options for setting up advertising in Yandex.Direct, but not all are suitable for placement on the main page. Specifically for this location there is a campaign “Media Company on the Main”. This feature is currently in beta testing, but anyone can participate.
Display campaigns are paid in the same way as exclusive banners, according to the CPM model (despite the peculiarities of working in Yandex.Direct and YAN). The minimum cost is 25 rubles per 1000 impressions.
The minimum monthly advertising budget is RUB 9,000. You can set the price manually (but not less than 180 rubles per CPM).
Features of placement and result
The principle of customization and placement is almost the same as for exclusive banners. The requirements for the format are the same, but it is possible to customize the targeting more precisely.
The results are still unknown. This type of advertising has appeared recently, so independent sources cannot confirm its effectiveness. No one has provided a relevant report. You can take Yandex’s word for it, but the search engine is unlikely to scold itself and honestly report potential risks.
This type of advertising on the Yandex home page is suitable for small brands wishing to attract users from new channels. True, you will have to spend resources on a good targeting specialist. Otherwise, the choice of such a promotion format may entail more losses than profits.
Who is prohibited from placing ads on the Yandex home page?
Not all types of goods and services can be advertised in YAN. The ban includes:
goods and services 18+,
search engine optimization (SEO),
disinsection or disinfection,
everything related to religion,
magic and esotericism.
everything related to politics.
Moreover, banners must comply with the requirements of the country’s legislation.
Instead of a conclusion
Advertising on the first pages of Yandex is not a panacea that guarantees higher income. This is a similar advertising tool that requires specialist work and meticulous customization.
It is important to optimize campaigns using the services of competent targetologists, to form effective USP (unique selling propositions), to briefly talk about the benefits of the brand in order to get in touch with the audience and quickly convey the necessary information. Publishing banners during promotions and special offers works well.
And, of course, you shouldn’t forget about analytics. Use Yandex.Metrica, analyze indicators, adjust to your target audience, look for a new audience, etc. Do painstaking work, and then the investment in advertising on the Yandex home page will pay off.