How pricing works in Yandex Direct and how much a click costs is determined through a unique auction system that operates online. The cost of a click is not fixed and is determined through an auction, where advertisers place bids in rubles, which are then converted into specific Direct units taking into account the current exchange rate of the Central Bank of the Russian Federation.
The auction process goes through several phases. Initially, the system selects advertising offers for each display zone opened by the user. Then these ads are sorted by the total cost of the bid, quality assessment and expected CTR for this display, determining the winner.
The next step is to set the price that will be written off. Depending on paraguay consumer email list the display platform, Direct uses different auction models: VCG (Vickrey-Clarke-Groves) for searching Yandex and YAN sites, and GSP (Generalized Second Price) for thematic YAN resources and external networks.
This auction system in Yandex Direct is designed to select the most suitable ads for each advertising position, setting a fair price per click. This guarantees high efficiency of advertising campaigns, helping advertisers to effectively achieve their goals.
The principles of auctions are described in more detail in Yandex Help . We also covered this topic in another blog post.
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